ركوب الرياح وكسر الأمواج، تم إنشاء تخطيط عالمي، وخلق معيار جديد في صناعة تجارة الورق الخام - مقابلة مع مو سونغ جيانج، عضو اللجنة المهنية لتغليف المنتجات الورقية في اتحاد التغليف الصيني

In today's increasingly competitive paper packaging industry, in order for enterprises to stand out in the market, they must continuously improve production efficiency and product quality. However, as the core raw material for paper packaging production, the price fluctuations and supply stability of raw paper directly affect the healthy development of the entire industry chain. Therefore, raw paper trading enterprises play a crucial role in this context, not only providing high-quality and stable raw paper supply for packaging enterprises, but also helping enterprises maintain competitive advantages in the fierce market by optimizing logistics and cost management.

With the continuous changes in customer needs and the increasing demand for personalization, higher requirements have also been put forward for raw paper trading enterprises. So, how can raw paper trading enterprises cope with these challenges? How to maintain a competitive advantage and stand out in the market by optimizing product lines and improving service quality?

In this interview, we are honored to invite Mr. Mo Songjiang, a member of the Paper Product Packaging Professional Committee of the China Packaging Federation and the General Manager of Manhui International Paper Industry. He will share in detail how the company has achieved strategic breakthroughs in the development of globalization, how it has maintained steady business growth in a changing market environment, and its long-term goals for the future.

As a well-known domestic raw paper trading enterprise, Manhui International Paper Industry has been continuously developing in recent years. Since its establishment in Dongguan in 2012, the company has gradually expanded from focusing on traditional products such as cardboard boxes to covering diversified products such as cultural paper, food paper, and specialty paper, demonstrating strong market adaptability and development potential. Especially in the context of accelerated globalization, Manhui International Paper not only has a solid foundation in the domestic market, but also actively explores emerging markets such as Southeast Asia, the Middle East, Africa, and Europe, demonstrating strong development momentum.

Hello Mr. Mo, thank you for accepting the interview with China Paper Packaging magazine! Since its establishment, Manhui Paper has steadily developed and has now successfully upgraded to Manhui International Paper, gradually establishing a wider international influence in the industry. Could you please share how your company has achieved this leapfrog development step by step during this period?

Mo Songjiang: Manhui Paper was founded in 2012, initially focusing on sales in the Guangdong region. With the continuous expansion of our business, by 2015, we gradually expanded to other provinces in China and established a comprehensive sales network in the southern, eastern, northern, central, and southwestern regions, achieving significant growth. In 2018, the company formulated a "going global strategy", actively expanding high-quality raw paper supply resources abroad, and establishing close cooperation with multiple international large-scale high-quality paper suppliers. These high-quality products are supplied in large quantities to downstream customers in China and are widely praised.

However, since 2022, due to the impact of the global economic downturn, the growth rate of domestic packaging paper demand has slowed down, and at the same time, domestic paper production capacity continues to expand, resulting in a continuous decline in paper prices. This has gradually weakened the price advantage of imported raw paper, and our sales growth has also encountered bottlenecks. After thorough market research, the company has decided to adjust its strategy and establish Manhui International Paper in Hong Kong in 2023, while also setting up offices in Southeast Asia. The Hong Kong company is mainly responsible for exporting domestic raw paper to the global market and engaging in international raw paper import and export trade.

After more than a year of market development, Manhui International Paper has achieved good results and gradually increased brand awareness in multiple markets, laying a solid foundation for the company's long-term development in the future.

China Paper Packaging: It is reported that your company's sales network not only covers key cities in China, but also gradually expands to overseas markets. What is the current global sales network layout of your company? What are the main regional markets for layout? Additionally, what strategic significance do these markets have for your company's future development?

Mo Songjiang: Currently, the company's global sales network mainly includes domestic companies, Hong Kong companies, and Southeast Asian offices. Domestic companies will continue to be responsible for sales in the five major regions of South China, East China, North China, Central China, and Southwest China, ensuring our stable layout in the domestic market. Meanwhile, Hong Kong companies and Southeast Asian offices focus on the international market, mainly covering regions such as Southeast Asia, the Middle East, Africa, and Europe. The business layout in these regions has made our global sales network more comprehensive, enabling us to effectively respond to changes in demand in different markets.

In recent years, with the continuous development of the global economy, especially in emerging markets such as Southeast Asia and the Middle East, the demand for paper packaging industry has grown rapidly. We have observed that the economy in these regions is growing rapidly, and the demand for high-quality packaging paper in the market is constantly increasing, with enormous market potential. Through our Hong Kong company and Southeast Asian offices, we are able to respond promptly to the demands of these markets and quickly adjust our business strategies to meet the diverse needs of local customers.

In addition, although the markets in the Middle East and Africa are relatively "new", the demand for packaging paper products in these regions is steadily increasing, especially driven by the rapid development of e-commerce and industry. Our layout in these areas not only helps us diversify market risks, but also provides strong impetus for the company's future business growth. Meanwhile, as an important region in the global paper packaging industry, the European market, with its demand for high-quality and environmentally friendly products, is also a key focus of our company's continued efforts in the future.

How was your company's business development in the first half of this year? Currently, the domestic economic growth is slowing down. How does your company respond to this challenge, maintain stable business development, and seek new growth opportunities?

Mo Songjiang: In the first half of this year, our sales business did face certain challenges due to the impact of the global economic slowdown. In the face of this situation, we have taken a series of measures to ensure the steady development of the company and actively seek new growth opportunities.

Firstly, we have increased our efforts in developing high-quality raw paper resources. Through in-depth market research, we have established cooperative relationships with more high-quality raw paper suppliers, ensuring the quality and market competitiveness of our company's products. At the same time, we focus on finding cost-effective products to cope with the pressure brought by price fluctuations in the market.

Secondly, we have also optimized our internal operations. By improving the work efficiency of various positions and introducing advanced management tools, we have successfully reduced operating costs. These measures enable us to optimize resource allocation and improve overall operational efficiency while maintaining our original competitiveness.

In addition, we are actively exploring new market opportunities. Despite the slowdown in domestic economic growth, we are seeking new growth points by expanding our international markets, especially in Southeast Asia, the Middle East, Africa, and Europe. By expanding our presence in these emerging markets, we are able to diversify risks and seize new opportunities for business growth.

Despite the challenges posed by the global economic slowdown, we believe that with the response plan we have adopted and the joint efforts of all employees, the company is expected to achieve greater development in the near future.

China Paper Packaging: In recent years, the paper product packaging industry has undergone tremendous changes. In response to the different needs of customers, has your company fully expanded and optimized its products to meet the increasingly diverse demands of the market? Can you briefly introduce your company's raw paper products to our readers?

Mo Songjiang: In recent years, the paper packaging industry has undergone significant changes in both domestic and foreign markets, and customer demands have become increasingly diverse. In response to these changes, our company continuously expands and optimizes our product line to meet the diverse demands of the market.

Initially, we mainly focused on the raw paper supply of high-strength corrugated paper, box board kraft paper, and all wood pulp kraft paper, which have a wide range of applications in cardboard packaging. However, with changes in market demand, we have gradually expanded our product line.

Now, we not only offer traditional cardboard products, but also add various types of paper, including cultural paper, specialty paper, and food paper. Cultural paper is mainly used for printing books, magazines, and artworks, while specialty paper covers various uses such as waterproof paper, high-temperature resistant paper, etc., meeting the needs of different fields. Food paper focuses on food packaging, complies with food safety standards, and ensures the quality and hygiene of food.

In addition, in order to better serve our customers, we also provide personalized customized services. If customers have special paper types or specific personalized needs, we can customize according to their requirements. In this way, we can not only meet the personalized needs of our customers, but also provide them with cost-effective products, thereby helping them stand out in the fiercely competitive market.

How can your company ensure the stability and efficient operation of the supply chain amidst the increasing uncertainty in the global supply chain? Has Manhui International Paper introduced a new model in its raw paper supply chain management to improve overall supply efficiency?

Mo Songjiang: Against the backdrop of increasing global supply chain uncertainty, ensuring the stability and efficient operation of the supply chain is our core task. To address this challenge, Manhui International Paper has taken a series of measures to enhance the reliability and efficiency of our supply chain.

Firstly, Manhui Paper has established stable strategic partnerships with dozens of large paper companies both domestically and internationally. These partners include well-known suppliers and manufacturers in the industry, and we ensure the stability of raw paper supply by signing long-term cooperation agreements and regional authorizations. This strategic cooperation not only provides us with a reliable source of raw materials, but also gives us advantages in price negotiations, supply priority, and effectively reduces supply chain risks.

Secondly, we have also introduced advanced supply chain management models. By implementing a more scientific inventory management system, we can monitor inventory levels and supply chain status in real time, adjust procurement plans in a timely manner to respond to changes in market demand, and reduce uncertainty in the supply chain.

The implementation of these measures not only improves the overall supply efficiency of the company, but also enhances our ability to respond to global supply chain uncertainties, providing strong guarantees for the company's sustainable development.

China Paper Packaging: With the advancement of internationalization, what changes have occurred in the customer structure of Manhui International Paper Industry? Are there any specific types of customer groups on the rise? How does your company adjust its products and services to meet the needs of different markets?

Mo Songjiang: With the advancement of internationalization, the customer structure of Manhui International Paper has indeed undergone significant changes. As I mentioned earlier, Manhui International Paper has already introduced products such as cultural paper, specialty paper, and food paper. With the expansion of our product line and market, our customer base has gradually diversified.

Previously, our main customer base was concentrated in cardboard box and paperboard customers, who mainly purchased high-strength corrugated paper and kraft paper to meet their cardboard packaging needs. Now, we not only serve traditional cardboard customers, but also attract a large number of cultural paper, food paper, and specialty paper customers. For example, cultural paper clients include book publishers and art producers, who have high requirements for the quality and printing effect of paper. Food paper customers are involved in the field of food packaging, and they attach great importance to the safety of paper and its compliance with food standards. In addition, we have also started serving some special paper customers who have special requirements for the functionality and specific properties of paper, such as waterproof paper, high-temperature resistant paper, etc.

In addition to domestic markets, our customer base is also constantly increasing in the international market. As we expand our business in Hong Kong and Southeast Asia, we are gradually attracting customers from these regions. The requirements of these international customers for paper products may differ from those of domestic customers. We adjust product specifications and services to meet the specific needs of different markets by deeply understanding the demands of various regional markets. In addition, we have strengthened our service network in the international market and improved our response speed and service quality to international customers through localized service teams and logistics systems. This not only helps us maintain competitiveness in the domestic market, but also wins more customer recognition in the international market.

What role do you think service quality plays in the current fierce market competition? How does your company shape brand differentiation by building a comprehensive service system?

Mo Songjiang: I believe that service quality plays a crucial role in the entire business activity. On the one hand, customers' assessment of suppliers not only depends on the quality of the products themselves, but also values every detail in the entire service process; On the other hand, stable product quality and high-quality service are the cornerstone of winning customer trust. Without these two factors, companies will find it difficult to stand out in the competition.

Similarly, Manhui International Paper deeply recognizes the importance of service quality and understands that without stable quality and high-quality service, we cannot gain the trust of our customers. Therefore, a comprehensive service system has been established within the company to shape the differentiated advantages of the Manhui International Paper brand. Within the company, we always adhere to the guiding ideology of "attitude determines everything, details determine success or failure, goals determine direction, and actions achieve the future", and strictly require all positions to do their best in every aspect of work. We believe that it is this strict requirement for service quality and continuous improvement that has helped us establish a good brand image in the market.

Firstly, we focus on cultivating and improving our service attitude. We believe that employees' service attitude directly affects customer experience and satisfaction. Therefore, we ensure that every employee has professional service skills and a positive service attitude through regular training and assessment, and is able to proactively respond to customer needs and provide solutions.

Secondly, we attach great importance to detail management in the service process. We strictly control every aspect of order processing, product delivery, and after-sales service. By establishing a comprehensive service process and quality control system, we are able to promptly identify and resolve issues, ensuring that every customer experience meets expectations.

In addition, we have set clear service goals and achieved them through continuous action. We conduct regular customer satisfaction surveys and continuously optimize service processes and improve service quality based on feedback. This customer-oriented service model helps us continuously improve our service level and gain unique brand advantages in competition.

China Paper Packaging: Looking ahead to the future, what are the long-term goals of Manhui International Paper Industry? What strategic breakthroughs does your company hope to achieve in the current context of global development?

Mo Songjiang: Our long-term goal is to develop Manhui International Paper Industry into a well-known leading paper company in the domestic and international industries. In order to achieve this goal, we have formulated clear strategic directions and focused on promoting two key strategic breakthroughs in the current context of globalization.

Firstly, steadily increase the existing domestic market share. The domestic market remains our core business area, and we will continue to optimize our product structure, improve service quality, and ensure the satisfaction of our existing customers. At the same time, we will strengthen cooperation with existing customers, tap into market potential, and consolidate and expand our market share.

Secondly, we will vigorously develop emerging markets abroad to lay a solid foundation for the company's long-term development. In the process of globalization, emerging markets such as Southeast Asia, the Middle East, Africa, and other regions have shown tremendous growth potential. We will establish more offices and partnerships to gain a deeper understanding of the needs of various markets, provide customized products and services, and rapidly expand our market share in these regions.

Through the implementation of these strategic measures, we believe that Manhui International Paper will create greater value for customers and occupy a place in the global paper market.