Wu Jun, general manager of Yongli Jian Aluminum Co., LTD: 38 years of commitment to quality, how to transform and break through the old aluminum enterprise

High-quality aluminum, produced in Foshan. Among the many concentrated aluminum production bases in China, Foshan stands out as the largest, with many of the country's major aluminum plants originating from this city. From the wild growth of the 1990s to today's focus on standardization, intelligence, and environmental sustainability, Foshan's aluminum profile enterprises have faced a market environment that has seen some companies decline while others continue to innovate and optimize, thriving and reaching new heights.

Yongli Jian Aluminum Industry is a seasoned leader in the aluminum industry. Since its establishment in 1986, Guangdong Yongli Jian Aluminum Industry Co., Ltd. (hereinafter referred to as "Yongli Jian Aluminum Industry") has been active in the aluminum processing sector for 38 years. As a leading comprehensive producer of aluminum alloy profiles in China, Yongli Jian Aluminum Industry has integrated and expanded its production of various types of aluminum alloy profiles for construction, decoration, and industrial use, as well as the design, processing, and installation of a wide range of doors, windows, and curtain walls. The company has received the 'National Quality Round Square Certification' and holds a Grade One qualification certificate for national curtain wall design and construction. It has also been recognized by the Guangdong Provincial Science and Technology Department as a 'High-tech Enterprise of Guangdong Province' and a 'Private Science and Technology Enterprise of Guangdong Province.' Yongli Jian Aluminum Industry has steadily progressed, achieving significant transformations. This issue of the 'Aluminum Profiles Special Issue' is honored to invite Mr.Wu Jun, General Manager —— of Yongli Jian Aluminum Industry, to discuss the key strategies behind the company's enduring success over the past 38 years.

01 Do not judge "heroes" by the time, and build a solid brand core

Aluminum Profiles Special Issue: Over the years, in the face of intensified market competition and diversified customer needs, how does Yongli Jian Aluminum Industry maintain its competitive advantage? What outstanding achievements have been made?

Wu Jun: The market competition is intense today, but I believe that as a company, it's not about judging' heroes 'by the moment; instead, we should focus on sustainable development. Yongli Jian, one of the first aluminum profile manufacturers in Foshan City, has been established for 38 years. For most people, this is the' middle age 'stage, but for Yongli Jian, it's a different story. As the leaders of Foshan City said at our anniversary celebration this year, 38 is a very vibrant and beautiful age. Yongli Jian, an established aluminum processing company, has continuously evolved over the years.

We are continuously increasing our investment in technology and capital, introducing advanced foreign technologies and equipment. We have improved our processes, including melting and casting, mold development, profile extrusion, oxidation, electrophoresis, powder coating, fluorocarbon spraying, wood grain transfer printing, thermal insulation strips, and thermal insulation injection. We have established the 'Guangdong Provincial Engineering Technology Research and Development Center' and the 'Guangdong Provincial Enterprise Technology Center.' Our business has expanded from a single focus on architectural profiles to include customized and industrial profiles. Currently, we can produce over 100,000 tons of aluminum profiles annually and handle over 300,000 square meters of window and curtain wall projects.

02 Keep "clear" in the market and build quality aluminum materials

"Aluminum Profiles Special Issue": In recent years, with the contraction of the real estate market, the domestic building profiles market is oversupplied. In the current fierce competition, how can Yongli Jian seek a breakthrough, maintain its brand advantage, continue to empower dealers and achieve win-win?

Wu Jun: Nowadays, everyone is competing on product quality, pricing, and service. However, what's more important is to stay' clear-headed,' find your place in the market, and be down-to-earth. Our focus is on maintaining high standards of quality. We have always maintained strict management practices, emphasizing the technological leadership and lifelong quality service of our products.

We have a professional team that regularly visits clients to design and expand the market together. Each year, we invest heavily in comprehensive advertising campaigns, including the Canton Fair, industry product exchanges, TV, official accounts, newspapers, magazines, and highways. Through our multifaceted efforts, we have achieved high-quality market feedback.

03 Plan ahead and press the "sea" fast forward button

Aluminum Profiles: At present, many enterprises are actively planning to go overseas. When many enterprises focus on the European and American markets, why does Yongli Jian turn its attention to Africa?

Wu Jun: In fact, we have been actively expanding our overseas presence, and we have received a lot of practical feedback. Many landmark construction projects abroad feature Yongli Jian. Our focus on the African market is primarily driven by two factors: government policy support and stable Sino-African relations. Under the national strategies of 'Belt and Road' and 'supply-side reform,' Africa, as a key direction for the 'Belt and Road' initiative, presents a great opportunity for Chinese companies to expand internationally. When we enter the African market, we start by understanding local needs, identifying the functions and quality required, clarifying our strategy for 'going out,' and finding the right people to serve our customers and meet their needs.

Kenya Diamond Tower

Kenya UAP Tower (second tallest building in Kenya)

I believe that product development must deeply engage with user scenarios to understand customer usage and feedback. Exporting has become a new growth point for companies, and enhancing quality is the key to success in this market. I think it's not just about exporting products; production capacity must also expand overseas. Currently, our business is not limited to Africa but has expanded to over 30 countries and regions across five continents.

Be a "long-termist" and forge a path of high-quality development

Aluminum Profiles Special Issue: In the new historical development period, aluminum processing industry is facing opportunities and challenges. The pace of transformation and upgrading of aluminum enterprises is accelerating. How does Yongli Jian carry out transformation and upgrading?

Wu Jun: In the current market, where products are abundant and price competition is fierce, to stand out, I believe the key 'secret weapon' for companies is to adhere to long-termism. Quality is Yongli Jian's' brand, 'a commitment that has been upheld for 38 years, and a promise to users as a' long-termist.' We stay in step with the times by building modern factories that emphasize quality, intelligence, and environmental sustainability. By leveraging advanced intelligent equipment and leading production technologies, we have established a unique quality assurance system, ensuring superior product performance and excellence. Moving forward, we will continue to innovate based on user needs, exploring niche markets and creating new opportunities.

Interview notes

Twenty-one years ago, the country was thriving, and the aluminum processing industry was booming. Yongli Jian Aluminum Industry, after 17 years of solid development, embarked on a new journey and planned a new production base in Gaoming. Today, 21 years later, in an industry that is more competitive and turbulent than ever, Yongli Jian, this established aluminum company, continues to prioritize quality, constantly rejuvenating its vitality. The Hangzhou Asian Games venues, Shenzhen OCT, Guangzhou Baiyun Hotel, Zhuhai Chimelong Ocean Kingdom, and many other iconic projects in China have all chosen various products from Yongli Jian. The overseas market is expanding rapidly, with sales networks extending from Southeast Asia to Australia, the Middle East, and Africa... Looking ahead, let us look forward to this Chinese brand, which is constantly building strength and vitality, delivering an even more impressive performance.