Reporter Zhang Lian   Correspondent  Yu Chi, Zhang En
If someone tells you, just tear the wrapping paper will be able to identify the product, do you believe? Recently, reporter saw this special security paper in Ningbo Asia Pulp & Paper Co., Ltd. It looks like general paper, but after tear actually exposing red inner network. "We use security screen printing process, the inner color can be changed, customers can choose according to their requirements, once ed, other customers will not be able to reuse the inner layer of this color, that is, 'a plant a paper '. "Xu Ji-yao, head of sales said.

In recent years, in the face of financial crisis, raw material and freight costs, RMB appreciation, based on the spirit of "high-tech, high-quality, high value-added" product development strategy as well as" diversified "business strategy, actively explore Japan, the United States, the European Union, Africa and other overseas markets, has won the opportunities to participate in international competition. In 2010, Ningbo Asia Pulp & Paper export total exceeded 540,000 tons, about 20% growth than 2009, accounting for one-third of all sales, export scale increased by 10% than expected in 2011. From 15% in 2008 to 33 percent today, just for about two years time, out of an international route.


Enhanced quality, expand overseas markets
Xu Ji-yao told reporters that in the past two years, the company's export market is booming, because Asian pulp were well aware of any new market development, emphasis on product quality and sales service, the former is the fundamental for building and development, but only to meet customer demand products are the highest quality products.
 As single output of the world's largest high-grade packaging paper production, relying on advanced production and testing equipment, strict control from the source of the products, production processes, all aspects of the molding, the pursuit of excellence. All raw materials according to ISO9001 standards were sampled and sent to the Quality Management Centre Laboratory tested and qualified before being used in the production. Each volume of cardboard are subject to visual inspection of the site inspection station, the staff would set a time of sample delivery for printing, die cutting, laminating experiments to better understand the characteristics of the product printing and finishing, and constantly improve product quality.
For the past three years, Asian pulp comprehensive grasped market information, has been visited at home and abroad customers, listen to the real needs of customers and solve their problems. Take the paper whiteness for example, some foreign customers and markets do not like particular white paper, because they feel this is more damage to eyes; some customers need white paper, because they think this is relatively clean. From the purchase point of view, Asians tend to buy according to paper weight, while the Americans are accustomed to the thickness of the paper to buy ...... to promote the diverse needs of Asian pulp constantly optimize the adjustment of product structure, development and production fit customer needs products.
In 2009-2010, national R & D center launched JDC Japanese does not contain fluorescent brighteners duplex white board, PE / PET lamination deep-processed products, PC5 poker paper, FDC security duplex board paper , UIV/UV1 thick white card series, UV2 thickness card, kit laser playing code certificates of compliance and a variety of new, and have been listed in the international market.

Take initiative, to cope with rising costs, trade barriers crisis
In the first half of last year, Chile had happened strong earthquake, wood pulp production and transport is interrupted, leading to the rising price of China's pulp imports. Wood pulp prices of imports in early 2009 is 620 U.S. dollars / ton, $ 800 per ton in the end of 2009, $ 810 per tonne in the beginning of last year. In the second half of last year, transport costs soaring, coupled with RMB appreciation and other factors, paper profits declining.
On November 15 last year, China's coated paper anti-dumping countervailing duties, the Asian pulp and paper exports to the United States less than 340 grams Ping Zhang cardboard needs additional 25.2% tax. To this end, Asia Pulp & Paper since February last year to stop exports to the U.S. less than 340 grams of tablet paper, and instead to roll form of export. However, due to the local printing mostly reel to cut flat sheets of cutting machine, so a large extent reduce the competitiveness of the products in the local market.
The company first took out the first one: enrich raw materials. By using the news of recycled paper, magazines, recycled paper, office recycling paper and so on back to the paper as raw material, the effective cost control while ensuring product quality, and successfully applied the "green card" to gain a firm foothold in the U.S. and European markets. "A piece of paper can be recycled six times." Said Xu Ji-yao, now more than 55 percent of the company's "green paper" raw materials, waste paper recycling and reuse made. Then, resorted to the second measure: by Customer force. Good cooperation relationship with over the years, Asia Pulp & Paper in consultation with the client, or switch to FOB (shipment FOB) transaction by the customer, freight collect; or method of settlement payment that month, to avoid exchange rate risk; period of one year contract by the two sides shared the rising costs, minimize product cost. The third measure: changing sales channels, the original, typically, less than 340 grams of paper products in the United States the main high margin print market; now replaced to sell cutting plant, or to find local cutting plant, for processing After re-entering the local print market. Despite the profit decline, but to stabilize the market share. According to statistics, up to now, the amount of Ningbo Asia Pulp & Paper exports to the United States, an increase of 30%.

Opportunities and risks co-exist, careful operate African market
In the interview, the reporter learned that, six years ago, Ningbo Asia Pulp & Paper has begun to consider the layout of the African market. 2006 years sales of only 100 tons until 2009, the African market was a breakthrough, the end of the year, on sales of more than 1000 tons, 2010, to 1400 tons, two years sales grew 140 percent, and gradually becoming stable.
Today, in southern Africa, Asian pulp to the establishment of the South Africa branch as the core, and actively expand the sales channel, to prepare for the future to further expand production capacity at the same time to digest the current capacity; west, Nigeria, the use of local talent to infiltrate to the surrounding area; the north, through the development of 3-5 dealers to establish marketing networks to compete for customer resources.
"Africa as a battleground, resource rich, the paper market has good potential for development, the local paper industry in its infancy, development of markets, but closer to Europe, many paper mills in Europe and America all exports of paper to where the enterprises in India and South Korea also joined in the last two years, an increasingly competitive market. "said Xu Ji-yao, after six years of hard work, APP is already on the ground and lay a good foundation, and now, African paper industry in the ascendant, is a good opportunity to adopt modern, advanced, environmentally-friendly paper-making technology one step, the company has been regarded as one of the key markets in the future development.


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