Yama underscores R&D, large-scale production

An Expert's View about Sales in the United States

Last updated: 22 Sep 2011

<b>The maker launches 25 new models each month and stocks an assortment of trimmings for shorter lead time.</b>

Yama Ribbons & Bows Co. Ltd strengthens its lead over competitors through continuous design innovation and extensive manufacturing. Through the latter, the maker can yield roughly 20 million yards of decorative bands daily.

In an interview with Global Sources, chairman Yao Ming talks about the company's growth strategies. Below are excerpts of the discussion.

<b>What will be the company's R&D focus in the next six months?</b>

R&D will be dedicated to combining materials. Our designers are going to develop new crafts and packaging variants based on clients' buying habits and the latest fashion trends overseas. For the domestic market, we will consider promoting our services to different industries.

<b>What new products are you launching?</b>

Our company is researching and making a new kind of sheer polyester ribbon, which will feature a stable quality and have various applications. This model is going to come in a revolutionary design but will be offered at a low price.

<b>Which markets will the company target in the coming half-year? What are your expectations regarding overseas sales?</b>

We intend to pay more attention to Europe, and also test the waters and see if we can expand in Japan and South Korea. Yama is very sure of its continued export growth, with the current strategies in place.

<b>How are you dealing with high production costs?</b>

In November 2010, various domestic suppliers of ribbons and bows raised quotes one after the other. Our company, however, was able to absorb some of the expenses by enlarging the scale of production, and adopting scientific management and internal cost control. We will continue to curb spending if raw material, labor and trimming rates still go up but the possibility of price increases cannot be excluded anymore. Yama needs to keep pace with the industry's standard quotes.

<b>What is the company's strategy in dealing with competition from other suppliers?</b>

We have a special business approach, which can be described as "big production, big stock and big sales." By utilizing this style, Yama maintains its advantage over other companies on aspects such as cost, quality, delivery and service. We are leading in terms of R&D as well.

<b>Do you think China suppliers should continue to focus on OEM-based exports, or try to build their own brands overseas?</b>

An in-house brand is the basis for a company's sustained development and achieving a bargaining right in a competitive market. Yama made it part of the strategic objectives to strengthen its own brands here and abroad after winning the anti-dumping and anti-subsidy case last year. We have become the leading supplier of ribbons and bows domestically, and are gaining momentum in overseas markets. The company plans to build up its own brand further and aims to grow into a world-class enterprise.

<b>What steps did your company take to ride through the economic crisis?</b>

In general, Yama has tackled the financial crisis successfully and we can say that it had little effect on us. The company sustained growth in recent years by enlarging the scale of production, upgrading manufacturing efficiency and reducing costs. We continuously employ multiple promotional channels, communicate with clients, ensure product quality and design advantage, and satisfy clients' demand for good service.

<b>About the company</b>

Yama offers a range of ribbons and bows, including opaque, sheer, and woven- and picot-edged variants. Its products meet the Oeko-Tex Standard 100 and are certified REACH SVHC-free.

The supplier's two factories occupy a combined area of 101,000sqm. Run by 2,800 skilled personnel, these are equipped with high-speed looms, dyeing ranges, and yarn-warping and printing machines.

Read the full report on <a href="http://www.globalsources.com/gsol/I/Ribbons/a/9000000117136.htm">Ribbons</a> at our <a href="http://www.globalsources.com/ST/Import-Export.html">import export</a> business. Globalsources is a leading <a href="http://www.globalsources.com/ST/B2B-Marketplace.html">B2B marketplace</a> and a primary facilitator of trade with China manufacturers and India suppliers, providing essential sourcing information to volume buyers through our e-magazines and trade shows.

Posted: 21 September 2011, last updated 22 September 2011

See more from Sales in the United States

Expert Views    
Steps to Develop Your International Market Strategy   By Stephen Davis, CXO Advisory Group
Placing Your Goods "on Consignment" in the U.S.   By Gallet Dreyer & Berkey, LLP
Important Points for Distributorship and Dealership Contract   By Gallet Dreyer & Berkey, LLP
Business Errors Frequently Made by Foreigners in the US   By Gallet Dreyer & Berkey, LLP
Hot Tips    
Hot Tips for Planning International Trade Events   By Bronwen Madden, El Camino College Center For International Trade