Cheng Day exec speaks on experiences, plans in Asia

For over 40 years, Cheng Day Machinery Works Co. Ltd has established its reputation. It has acquired the SGS ISO 9001, CSA certification, CE mark by Det Norske Veritas of Norway and other domestic crane and hoist certifications, which earned the company's continued success. Recently, International Metalworking News Asia (IMNA) spoke to Ms. Christy Tsai, Sales Manager, Cheng Day Machinery Works Co. Ltd, about the company's experiences operating in Asia and its future plans.

IMNA: How did you start your company, and what previous experience did you have that made you confident you could succeed in this field?
Tsai: We established a workshop, named Yuan-Da Industrial Co., manufacturing aluminium patterns in 1971, which made us confident in this area. Seven years later, we launched Cheng Day Machinery Works Co. Ltd and started making electric chain hoists.

IMNA: How has Cheng Day's own technology and expertise influenced and impacted the metalworking industry in Asia?
Tsai: Because of Cheng Day's know-how and technical background, the company is able to influence and win customers in the metalworking industry in Asia.

IMNA: What steps are you taking then, from a management point of view to stay competitive and progressive?
Tsai: Cheng Day provides good service and reliable products. We also do custom-made products to meet the needs of different users. We also provide OEM/ODM solutions for our renowned customers across the globe.

IMNA: Will you keep up the public exposure, attend local international shows and stay out front in the media?
Tsai: We will keep up the public exposure, through internet, magazine advertisement, E-news, and attend tradeshows, (such as CeMat and Machinery).

IMNA: What markets are you targeting?
Tsai: The Middle Easter and Latin America are currently our new target markets. We have been successful in Asia and Africa. Besides, we also have business subsidiaries operating in the U.S., Japan, and China. Our headquarters in Taiwan is working to fill the gap for some weak areas.

IMNA: In what areas, or departments, will you continue to invest?
Tsai: We will continue to invest in R&D and study the market to develop new products. We will be more flexible in our marketing strategies in order to penetrate our target areas.

IMNA: Do you currently have any joint ventures from R&D or marketing perspective with foreign companies? Would you entertain this idea if you don't at present?
Tsai: In 2011, we entered into a joint R&D agreement with Japan-based Nitchi for hoist business, and NHPS also from Japan for parking system business.

IMNA: What about business/sales growth and revenue year-on-year?
Tsai: Cheng Day's total sales growth rate for 2011 continues to exceed by 20%, while new accounts and projects in 2011 is about 10% of turnover.

IMNA: How involved is the company in Asia's metalworking industry?
Tsai: We have very strong agents and distributors who are promoting our products, such as cranes & hoists in South East Asia.

IMNA: To sum up, what would you say were the keys to Cheng Day's ongoing success story?
Tsai: Experience, quality products and flexibility are keys to Cheng Day's good reputation in the market.

Cheng Day Machinery Works Co. Ltd
Tel: +886-4 2688 1581 Fax: +886-4 2688 1509
E-mail: info@chengday.com.tw Website: www.chengday.com.tw