With low coast and high technology, knocking on Korean market "Chance to win"
Constant sale and uprising of remodeling market, it's time to go

On 25th last month, He Zhang, president of TORIN DRIVE·Ji Defa, president of STEP visited Korea.
Torin is under cooperation with G&P lift(CEO Kim seung ho) in Korea developed 7m/s  traction machine first as chinese company and they have 200 models, manufacture 70,000 units every year. Also STEP manufacture control panel much more than the total consumption volume of Korea.
This visiting is for launching their products in Korea and they target on remodeling market that is now one of major market in Korea. Especially three years ago, STEP signed MOU with Express lift(CEO Hwang man sup) in Korea and now they plan to enter into Korea market with the mainboard in control panel and Inverter. Their first visiting place was Korea Testing Lab and Korea Elevator Safety Institute to see the certification testing facilities and certification system.
In this magazine, we share some pages for understanding the view point of both persons on Korea elevator industry with Q&A.

What make you to visit Korea.
Zhang : I can visit Korea with the help of Mr. Kim seung ho who is president of partner company G&P lift. This visit give a chance to review and enter into Korea market.
I think this moment is very good timing for my company to enter Korea market because remodeling market is booming in Korea. We also take role that is not only providing products but also supporting service, safety A/S to make good relationship with Korean companies.     
Ji : 3 years ago, we signed MOU with Express lift in Korea but we have no progress until we achieved EMC certification from Korea certification body. My visiting is for advertising STEP's image to Korea companies and notified bodies.

First you visited Korea certification institutes, could you explain the differences between Korea certification system and that of China?
Zhang : The certification facilities of Korea is advanced on every aspect. We have cetification institutes in Kwang dong, Shanghai, Langfang but it's too old.
But it's hard to compare both system because both of them are unique.
Ji : The process and system are very impressive. On periodic inspection, Korea is far advanced that China. Most of all, I got many information on certification that is needed for entering Korea market.

Could you explain your view on Korea elevator industry?
Zhang : On elevator business, Korea market is very attractive. More than 25,000 units installed every year and remodeling market is booming now. Progress is made where there is constant need. On this aspect, Korea elevator market will be flourish.
Ji : This is my first time to visit Korea. I have been collecting information on Korea elevator market. But when I saw Korea companies, they are much more progressed than I imagined. Especially, the technologies of Korea big companies are outstanding.
Now, the newly installation volume of China is 10 times larger than that of Korea. We have manufacturing capacity as that much. So, we have advantage of quantity that we can compete with Korea big companies.

So, how's your view on Korea elevator technologies?
Zhang : China elevator technologies also progressed much because 60% of world new elevators are installed in China. Especially, most of big companies invest on R&D more and more. My company also 50 steps working on R&D and plan to hire more persons. Honestly, China is prior to Korea on technology.
Ji : As Mr.Zhang said, China have 260,000 units of new elevator every year. That mean we develop more technology than that of Korea. Especially, most of Chinese companies are under cooperation with renowned companies. Now, we are advanced to Korea in technologies.
In Korea, we still have a negative eye on chinese products. Do you have any plan to overcome this situation and get share in Korea market?
Zhang : As other developing countries did, that is one of process we step on. In the past, we just focused on manufacturing only but now we also focus on quality as quantity is increased. We already export our products to North and South America where are very strict on quality.
Just see only the products without bias. We expect our success.
Ji : In the past, many elevator manufacturers were generated during construction boom in China and most of these companies interested in selling products not the quality.
But now, the situation was changed, the technologies of chinese elevator is recognized by other countries as Korea car is. Korea companies will agree that if they use chinese products. I'm sure that we can gain market with our products.

Coming December, elevator exhibition is plan to hold in Korea, do you have any plan to participate in the exhibition.
Zhang, Ji : I never heard of that but we may join the exhibition.

Reporter _ J.H.Lee(jhlee@liftasia.com)