用靈活管理，做優質品牌(源于歐洲，扎根中國)
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——艾格魯（AGRU）高品質塑料制品的中國之路
艾格魯從05年進入中國至今，一直致力于產品的高品質的高端市場，為了能讓業界的用戶對艾格魯有深入的了解，并對艾格魯今后將如何在中國進行市場拓展，有更深的認識,我們有幸采訪到艾格魯的中國區負責人Peter Gruber先生。
AGRU Kunststofftechnik GmbH is a potential Austrian company with great reputation both at home and abroad. Since its first entering China in 2005,it has been committed to high-end market and has achieved great success. Today, we have the great honor to interview the head of AGRU in the Chinese district, Mr. Peter Gruber, in the hope that industry users of AGRU’s could have a deeper understanding of AGRU and how AGRU will develop its future market in China. Now, Let’s welcome Mr. Peter Gruber to give us the answer.
谷騰水網：AGRU進入中國市場三年多，有些行業用戶對AGRU還不是十分了解，請介紹一下AGRU的背景以及這幾年在中國市場的發展情況。
(Though AGRU has entered the Chinese market for more than three years, some industry users still do not know very well about your company. Could you introduce AGRU’s background and its development in Chinese market during the past few years?)
Peter Gruber：太倉AGRU塑料制品有限公司是一家奧地利獨資企業。自2005年落戶太倉以來，各方面都取得了顯著的發展。雖然有些用戶仍未充分意識到我們的高品質產品，但我們發現無論是我們的中國用戶還是他們對于使用高質量產品的意識都有了巨大的提高。當然，我們也常常面臨成本問題，但我們產品極強的安全性能為我們贏得了客戶的廣泛認可。中國客戶的質量意識正在顯著提高，大多數終端用戶所需要的是經久耐用的產品。做到這一點的確很難，但我們已經運行在正確的軌道上了。
Taicang AGRU Plastics Co., Ltd., a wholly foreign owned company by AGRU Austria has been established in 2005 and since then saw a remarkable development. It is right that some users are not fully aware of our high quality products, but since the beginning of our presence in China we saw an enormous improvement of both our customers and the general awareness to use high quality products. We are often confronted with cost issues but once the customer understands the huge advantage of a safer product, we got a chance. The Chinese quality awareness is getting better very quickly and a durable solution for decades is the target of most end users. It has been hard indeed, and it still is, but we are on the right track.
谷騰水網：作為一家擁有60多年發展歷史的世界塑料制品先驅企業，您認為讓AGRU保持永續經營的核心因素是什么？
(As the world’s plastics pioneer, AGRU is a company with more than 60 years development history. What do you think is the core element for AGRU to maintain its speedy and sustainable development?)
Peter Gruber：艾格魯是塑料產品制造業的先驅，我們的品牌在世界各地家喻戶曉。我們的產品用于多種應用領域，如半導體，環保和醫藥領域以及新的高科技產業如照片voltaic和多晶硅工廠。除此之外，我們的產品還用于基礎設施項目，例如重新襯砌損壞地下混凝土管道廢水運輸。
AGRU belongs to the pioneers in manufacturing plastic products and we became a world famous brand in most places in the world. Our products are used in a variety of application fields, such as semi-conductor, environmental and pharmaceutical industry as well as new high tech industries like photo voltaic and poly-silicon factories. Besides them our products are furthermore used in infrastructure projects, for instance for re-lining of damaged underground concrete pipes for waste water transport.
谷騰水網：中國是一個非常具有自身特點的市場，AGRU是如何做好自己的定位并展開適合中國市場的營銷策略，您曾經說過，設備和員工進入中國大陸是AGRU順利進入中國市場的關鍵，如何理解這句話？
(Since China is a great market with its own characteristics, how does ARGU do a good job of positioning itself and initiate suitable marketing strategies for the Chinese market? Mr. Peter Gruber, you once said that, the key to smoothly enter the Chinese market for AGRU is to let its equipment and staff enter the market. How to understand this sentence?)
Peter Gruber：的確，員工是我們公司最大的財富。他們的奉獻精神以及品牌意識與我們高端產品同樣的重要。
Indeed the employees are our companies’ biggest value. Their commitment and brand awareness is as important as the high-end product itself.
谷騰水網：AGRU與同類進口品牌相比，有哪些優勢呢？
(Compared with other similar imported brands, what are AGRU’s advantages?)
Peter Gruber：我們有一個龐大的產品范圍，包括管道、配件、閥門、混凝土襯砌系統，屋面襯板和地理環境的保護膜。這一系列產品將我們與其他許多其他國家區分開來。我們在水、氣管理，能源工業，化學與重工業，半導體和制藥行業，坦克和器具建設，飛機，造船工業，采礦業，建筑，地下工程和垃圾填埋場和水利水電工程等應用領域具有很大的優勢。
We have a huge range of products, consisting of pipes/fittings/valves but also sheets, concrete lining systems, roofing liners and geo-membranes for environmental protection. This range of products distinguishes us from many others. We are strong in a variety of applications fields, like water/gas management, energy industry, chemical & heavy industry, semiconductor and pharmaceutical industry, tank and apparatus construction, airplane and shipbuilding industry, mining industry, building construction, underground engineering and landfill and hydraulic engineering.
谷騰水網：我們看到AGRU也非常重視自己的產品在中國環保技術領域的應用和推廣，能否透露這是出于什么樣的考慮？
(We are very happy to see that AGRU has also attached great importance to the application and promotion of environmental protection while manufacturing its own products in China. Could you tell us what is your consideration while doing so?)
Peter Gruber：我們制造的產品是有助于保護環境，如我們制造的雙重遏制管道系統可以用作運輸高度腐蝕性的介質，同時由于它附有遏制管，可以防止意外泄漏，起到保護環境的作用。這些產品安裝在生態敏感地區，包括地下，地面或以上的工作領域，以保護人民。
Well, we manufacture products with the aim to protect the environment. As an example we produce double containment piping systems for the transport of highly corrosive and aggressive media but with a containment pipe to protect the environment in case of a unexpected leakage. These products are installed in ecological sensitive areas, both underground, above ground or above working areas to protect people.
谷騰水網：目前，AGRU在中國市場的銷售取得了哪些戰績，接下來有怎樣的規劃。
(At present, what sales records has AGRU achieved in the Chinese market, and what is AGRU’s future planning?)
Peter Gruber：自2005年成立以來，我們每年的營業額都成倍增長。它表明我們在大陸投資的決定是正確的。我們的目標是在未來幾年內繼續擴大投資和提高品牌認知度。
Since the establishment in 2005 we could almost double the sales turnover annually. It shows us the decision to invest in China to be closer with potential customers was good. We target to continue our expansion and brand recognition within the next years.
谷騰水網：您覺得目前在開展中國市場的過程中，還存在著什么樣的阻力對AGRU的發展有著影響？
(In the process of carrying out the current Chinese market, are there any obstacles at the present time that may inference AGRU’s development? What are they?)
Peter Gruber：還有很多潛在的客戶不完全相信塑料可以代替鋼材使用。因此，說服客戶從使用鋼鐵產品轉向使用塑料產品是我們的主要障礙。同時，國內生產的塑料產品的價格也較低，但是我們的產品當然占有質量優勢。我們以培訓、研討會和文獻的形式為我們的用戶傳達相應的信息，以便使他們有足夠的信心使用我們的產品。
Still a lot of potential clients are not fully convinced of using plastic instead of steel products. To convince the clients of changing from steel to plastic is our major barrier. Then there are domestic plastic products which are manufactured cheap, but of course with different quality. We inform and wise up people by trainings, seminars and literature in order to give them enough confidence using our products.
谷騰水網：AGRU是一家族企業，有哪些成功的經驗能與中國式家族企業分享呢？
(AGRU is a family business can you share some of your successful experience with our Chinese-style family business?)
Peter Gruber：我們的經營理念代代相傳，并不斷地使每一位員工的工作環境變得更好。一個公司的發展與每個員工的貢獻密不可分。由于我們是一個家族企業，我們的決策速度比其他公司都快，因此我們感到非常靈活。
We transfer the business philosophy from one generation to the next one and constantly try to make the working environment for every single employee better. A company grows with the contribution of each employee. Since we are a family business we are very flexible as decisions are eventually made faster than in other companies.
