TIANJIN - Power Dekor, China's biggest wood flooring company, has plans to go global after earning a 12 percent share in the nation's home market - twice that of the sector's second-largest domestic player.
"Our overarching goal is to become a world famous brand by 2015 and gain a competitive edge over the entire industry," said Power Dekor President Guo Hui during the Davos forum .
According to Guo, product export alone does not make a company truly international. An influential global player must have comprehensive control of raw material resources, R&D, sales channels and service networks, he said.
Power Dekor recently established sales subsidiaries in the US and South Korea, aiming to build local markets for its products.
The company is now seeking new sales partners in Europe and considering building R&D facilities in emerging Asian economies, said Guo.
Power Dekor now has 100,000 hectares of forest in China and intends to buy more abroad
The company has a raw material production base in Russia and jointly owns ancient forest in Africa.
More than a decade after its establishment in 1995, the Shanghai-based company has 2,700 outlets across China. It operates nine factories with an annual production capacity of nearly 50 million square meters of flooring.
And Power Dekor recently expanded its product portfolio to include wood doors and customized wardrobes.
"With sound production and sales bases, and a history of cooperation with foreign partners, we are confident we can compete globally," said Guo.
Last year, more than 20 percent of the enterprise's total revenue came from abroad.
It aims to increase that proportion to 40 or even 50 percent in the next five years, the corporate president noted.
This year marks Power Dekor's third as a Summer Davos Forum presenter. It is the only delegate from China's household building material industry.