21 April 2004
Thriving On Development(HKTDC Electronic Components & Parts, Vol 02,2004)
Vol 2, 2004
Thriving On Development
Dongguan Jifu Metallic Products Ltd
Dongguan Jifu Metallic Products Ltd specialises in manufacturing heatsinks and metal parts for electronic products
Progressive development has been a winning formula for Dongguan Jifu Metallic Products Ltd, a company that found its specialty in aluminium processing 11 years ago.
Since then Jifu's factory in Dongguan on the Chinese mainland has expanded from 7,000 square metres to 25,000 square metres, while its workforce has also increased from 200 to more than 2,300.
"We have been expanding step by step on the same site, which is important for maintaining quality standards and production capacities," explains general manager Y.C. Wu.
He maintains Dongguan Jifu's consistent performance in terms of quality and delivery, together with an accompanying growth in capacity, has boosted customer confidence. "On the other hand, investment-wise a gradual expansion also poses less risk to our company," Wu adds.
Over the years, Dongguan Jifu has invested in advanced technology and equipment to cope with changing market demands, enabling the company to provide a wide range of comprehensive services.
Dongguan Jifu utilises raw materials from Australia to manufacture various products including car amplifier heat sinks; desktop PC CPU coolers, aluminium front panels for audio products, DVDs and PDAs; PC notebook thermal modules; PDP and LCD TV frames; audio speaker enclosures and decorative aluminium products.
Wu believes the company's strength lies in its surface finishing capability together with the inclusive service that he maintains is unique in the industry.
"There are not many firms cutting, cross-cutting, punching, CNC machining, milling, grinding, sandblasting, anodising, powder coating, wet painting and silk-screen printing under one roof," he claims.
"These integrated operations have enabled us to exercise excellent production and quality control, while also achieving shorter lead times and better prices."
The ISO 9001-certified company has further improved management quality and efficiency by establishing an Enterprise Resource Planning (ERP) system to link its marketing, material management, manufacturing, quality assurance, warehousing, financial and logistics operations.
Dongguan Jifu also believes that good customer service is essential in building long-term working relationships with its clients. "Most of the time we serve our customers on an OEM basis, but we also strive to play a proactive role in providing technical advice during the product development process," Wu says. "We also offer cost-cutting solutions to our customers."
The company's efforts have been rewarded with a loyal international customer base, including GPE, Denon, Kenwood, JVC, Sony, ONKYO, Sharp and LG, as well as Intel, Dell, Arcam, NAD, Philips and JBL.
Though the US is Dongguan Jifu's major market, Wu predicts Europe will be the next region for business growth. "Europeans used to be more conservative when it came to overseas sourcing, but the new generation of European buyers is much younger and therefore generally more open to exploring sources from overseas," Wu notes.
"The fact that many suppliers are offering merchandise that meets their requirements and standards also encourages Europeans to buy from overseas."
Ultimately, Wu believes Dongguan Jifu's future prospects depend on the ongoing development of innovative applications, such as the aluminium extrusion tube used in plasma TV audio systems that has fuelled new demand for the company's products in the last few years.
"Nevertheless, we will keep abreast of the latest trends in the industry and upgrade our products and services to stay ahead of the game," Wu insists.
WRITTEN BY WINNIE HUI
Dongguan Jifu Metallic Products Ltd
Wisefull Technology Ltd
Good Hope Bldg
612 Nathan Rd