A Chinese lamp maker's passage to India

• Source: Xinhua
• [08:55 October 19 2009]
• Comments

Before Yankon encountered those hardships, it thought the OEM model was ok, so it simply waited for the big names to pick it up.

"Years later, the head-on competition forced us to adopt a more proactive and aggressive tactics," he said.

Having tasted the success of the self-owned brand, Yankon eyes to expand its brand presence in the United States, European Union and other emerging markets such as the Middle East and South America.

The company has already set up distribution subsidiaries in Los Angeles and Belgium to pave way for a full entry, but remains cautious of building factories in the developed countries considering the high labor costs.

The company has set up a goal of selling half of its products under its self-owned brands in the overseas market by the end of 2018.

Energetic's global-reach would not come easily. Wu will have to counter obstacles to snatch a share in the U.S. and European markets where jig-saw competitions among industrial giants are regular.

Aggressive as it is, the company knows quite well that it is unrealistic to stop the OEM business in the short-run as the business is its "starting point" and "cornerstone".

Self-owned brand and OEM should be developed at the same time, Wu said.

"Hopefully, someday Yankon will become an outsourcer, instead of an outsourcee," he said.