The products, prices and services are the ways mentioned by almost every businessman when asked how to attract customers. However, taking action to put all these factors into practice and strengthen the companies’ competitive edges are the real ways to win and build its own brand.

As a fastener company focusing on the international markets, TANDL Industry Co., Ltd. has successfully established several subsidiaries in the past years: TANDL Industry Co., Ltd. (2005), TANDL Imports & Exports Co., Ltd. (2006), TANDL (Shanghai) Fastener Co., Ltd. (2007), Jiaxing Guangda Fastener Co., Ltd. (2011). The company’s revenue reached over 25 million US dollars in 2011 from the merely 5 million in 2005.

Then what makes TANDL achieve such a rapid development? Let’s help you find it out.

As a Chinese saying goes, “The fresh water can only be got from the source of the water.”

TANDL regards quality as the source of its development. Every staff in TANDL not only should have the quality perception but also put it into every producing phase.

TANDL is very strict with the selection of raw materials. The selection of fastener materials is one of the most important phases in the process of fastener manufacture because the fasteners’ mechanical properties are closely related with the materials. If the fastener materials are improperly selected, the fasteners can not reach the requirements and result in high producing costs and a short life-span.

"All the materials are required to show the material test reports and should be accepted according to the requirements of IQC.” Mr. Yang Xiaohui, general of TANDL said.

Quality Management should be the company’s culture not the fashion. For years TANDL has been adopting the strategy of “building brand based on quality”. TANDL believes that customers will recognize the company’s brand if they think high of its product quality.

The developing path of the quality management is from the conformity to suitability, and finally to universality. The development path of TANDL’s quality management also starts from standard conformity to customer-oriented. Holding firmly to its belief in “there is no best but better”, TANDL is committed to manufacturing “zero-defect” products with the attitude of “zero-tolerance”.

Your biggest competitor is yourself.

"The competition in fact comes from yourself not from the external environment or your rivals. The improvement of quality and customer services is both important.” said Mr. Yang with a good grace when in the face of the fierce competition in the industry, “the enterprise is a boat while the customer is the water.”

As to the marketing promotion, Mr. Yang commented, “the stable and high quality of the products is better than any strategy of marketing promotion because only the quality products and competitive prices can become the only one choice for the customers.”

It is this belief that makes TANDL grow fast and establish several subsidiaries. “Do good self work and continue to challenge self is the biggest progress you have make.” Mr. Yang remarked.

Be based on the domestic but eye on the world.

Nowadays, we can frequently see TANDL appear in the international exhibitions and magazines at home and abroad for it has put its focus on the international markets.

"It is the must choice for China’s manufacturing companies to go to the world. But before that you should strengthen your competitive edge, otherwise you have to pay the price,” said Mr. Xu Mingtian, company management expert of Peking University and the famous financial writer. The anti-dumping measure taken by EU is a good example. Then what are TANDL strategies?

"Automated production, fast delivery, high product quality and high added value are the best ways to find ready market in the world and protect against the anti-dumping measures.” Mr. Yang pointed out.

Having experienced the ups and downs in the past years, TANDL saw a fast growth and will continue its growth guided by its company’s spirits of “Responsibility, Enterprise and Innovation”. TANDL, a company that regards the product quality—its competitive edge as important as its eyes, is developing to be one of the famous brands in China step by step with its own glories and dreams.

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