Thai Binh Ceramic Tiles JSC Asserts Strong Position

Starting from a State-owned enterprise 13 years ago, Thai Binh Ceramic Tiles Joint Stock Company has become a strong brand on the market and won the absolute trust of customers.

 

The establishment of the company required great effort from the Thai Binh Province People’s Committee, said Mr Truong Van Dat, General Director of Thai Binh Ceramic Tiles Joint Stock Company, adding that this was a large project at that time. Initially, it didn’t go smoothly because of some disagreement by provincial authorities on this US$4.5 million project (a large sum for an agriculture-based province like Thai Binh before 1997). Former Chairman of People’s Committee Nguyen Xuan Cuong put his personal prestige on the line to guarantee the project. Eventually, the project was passed in spite of doubts.

 

Now, after 14 years, Thai Binh Ceramic Tiles Joint Stock Company has become a strong brand with constantly rising production output. Presently, the average monthly income of an employee is VND2 million. Apart from being distributed nationwide, its Long Hau ceramic tile product has started penetrating foreign markets like Iraq, Australia, Japan, Russia, Germany, Cuba and Panama.

 

Standing firm in a fiercely competitive market is a hard task in the context of international economic integration. Building a brand and establishing its reputation among partners and customers is very difficult, but maintaining and strengthening them is even more difficult, said General Director Truong Van Dat.

 

Knowing that product quality determines the existence or collapse of a business, Thai Binh Ceramic Tiles Joint Stock Company has never stopped improving its product quality. To achieve this goal, apart from strict production rules, Thai Binh Ceramic Tiles Joint Stock Company encourages its staff to apply initiatives and renovate technical processes. Several scientific studies have been successfully applied. For example, the project manufacturing enamel to replace imported materials is very successful. The new initiative re-using heat to dry products to conserve energy not only improves productivity but also lowers production cost, a winning factor on the competitive market.

 

Moreover, the company also attaches much importance to marketing activities. From just 20 - 50 agents in the north, the company has expanded its agent network to more than 200 dealers and outlets across the nation. This success is a result of effective discount and commission policies for agents which are willing to go everywhere to sell products.

 

At present, the company is manufacturing and trading advanced ceramic wall and floor tiles, importing and exporting raw materials for ceramic tile production, and exporting ceramic tiles. In 2010, the company invested to replace vertical kilns with two-floor kilns, renovate glazing and net-printing lines, replace new compression facilities to raise output from 2.1 million square metres to over 3 million square metres a year, and diversify products to meet more customer’s needs.