Local Home Brands Accelerate Their Steps to the World

"Strongly joining hands to implement the ASSA ABLOY-Panpan dual-brand strategy symbolizes that the leading brand of China's security door, Panpan, has officially transformed from a private enterprise into a Sino-foreign cooperative enterprise, and it has taken three years to further transform itself into a foreign partner. A wholly-owned enterprise.” At the “First Annual Conference on Quality of Service in China” held on September 28th, Zhang Xiaojie, President of Safe Door Industry Group of ASSA ABLOY Greater China stated that Panpan’s cooperation with ASSA ABLOY began in 2010. After three years of running-in investigations, the integration of resources between the two sides has now basically been completed. In the future, ASSA ABLOY-Panpan will pay more attention to the quality management and after-sales service of the security gates, thereby creating a national brand of the world and better internationalization.

Dong Shushan, deputy general manager of Panpan Anju Door Co., Ltd., said: “Panpan’s cooperation with ASSA ABLOY is an important historical period in the history of panpan development. Cooperation with such an international brand with advanced technology and excellent quality makes "Panpan will develop steadily in a broader market and platform." Dong Shushan firmly stated that the local brand "Panpan", which has been deeply rooted in people's hearts for many years, will not be replaced. The "Panpan" word represents the safety door quality. It will never be reduced, but with the support of large groups, it will achieve more growth and move in a better direction.

It is said that the quality management and after-sales service of the security door is the main focus of the "Assahi-Lei-Panpan Dual Brand Strategy". In the acquisition of Panasonic with Panpan, the meaning of "harmony" is better than the meaning of "collection". This is also the significance of the dual-brand strategy. In terms of specific cooperation, ASSA ABLOY respects Panpan’s brand philosophy and inherits its corporate values, retaining the original marketing essence of Panpan. ASSA ABLOY-Panpan also basically followed the original management of Panpan. After unified training, its management also re-adapted to the culture and management model of ASSA ABLOY, a large multinational group, and developed into a more professional management talent. To help the company achieve new business growth. At the same time, the dual-brand strategy enabled both parties to face the market in the same way of thinking, and promoted the construction and transition of dual-brand quality management and after-sales services in accordance with the plan, and created a stronger dealer team to increase the visibility of the product and further Broaden the international market for products.

As a leading security door company in China, Panpan has undergone several conversions since its establishment in 1982 and encountered some bottlenecks. Through this cooperation with ASSA ABLOY, Panpan has not only introduced a number of leading product technologies, but also Through its global market channels and management experience, the Group has achieved international integration in many areas and has significantly improved the company's management level and labor efficiency. Since the strong alliances in 2010, Panpan’s average annual growth rate has reached double digits. Panpan Gate also contributed 26% of sales to ASSA ABLOY in the Asia Pacific region.

Looking at the current domestic door industry market, there are as many as 3,000 door factories in China, most of them are private enterprises, and the company is small in size and geographically dispersed. The companies have unbalanced development in terms of capabilities and funds, which makes these door companies There are difficulties in improving technology and developing itself.

For Panpan’s cooperation with ASSA ABLOY, experts commented: “China’s domestic industry is facing a reshuffle, improving quality management mechanisms, further improving brand services, and accelerating the creation of a national brand in the world, which will become the key to industrial transformation. The Panpan dual-brand strategy has shown good growth over the past three years, which has, to some extent, broken the impasse in the development of private enterprises in China, and has transformed private enterprises into Chinese-foreign cooperative enterprises with a view to having higher quality and better services. Better value for money and more stylish design, this cooperation is worth learning, it has accelerated the pace of China's domestic door industry brand to catch up with the world's advanced doors.