Building a Foundation for Global Expansion Through Smart Manufacturing, Exploring Worldwide Territories via Economic & Trade Platforms
——Exclusive Interview with the Chairman of GuangDong Empress Technology Co., Ltd.
全球贸易格局持续调整，外贸制造企业迎来新一轮转型分水岭。在东莞这片制造业沃土上，一大批专精特新企业跳出低价内卷赛道，向全球市场输出高品质“中国智造”。广东恩贝斯电器科技有限公司（品牌 JADEEMPRESS）扎根美发造型工具行业十八载，依托东莞完善产业配套完成研发、开模、注塑、品控全链条自主闭环，产品远销全球60 多个国家。借本届投洽会契机，本报专访恩贝斯董事长黄亮，解码这家东莞本土企业穿越外贸周期、布局全球市场的成长路径。
Against ongoing shifts in the global trade landscape, foreign trade manufacturers face a defining turning point for transformation. Within Dongguan’s vibrant manufacturing hub, many specialized, sophisticated, unique and innovative firms have moved away from brutal price-driven competition, bringing high quality “Smart Made in China” goods to worldwide markets. For 18 years, GuangDong Empress Technology Co., Ltd. (brand: JADEEMPRESS) has focused on hair styling appliances. Drawing on Dongguan’s complete local industrial supply network, the company has built a self contained vertical chain covering R&D, mold development, injection molding and full process quality control. Its products are sold to more than 60 countries across the globe. Seizing the opportunity of the China International Fair for Investment and Trade (CIFIT), our reporter conducted an exclusive interview with Chairman Huang Liang to learn how this Dongguan based manufacturer navigates shifts in foreign trade conditions and executes its global market strategy.
在东莞市谢岗镇的碧桂园智造创新中心，坐拥15000平方米的恩贝斯标准厂房内，11条全自动生产线有序运转着，年产能达 200万台。作为国家高新技术企业、东莞专精特新入库企业，恩贝斯手握CE、RoHS、ETL、CETL、PSE、KC、SAA、GCC等全套国际准入认证及127项专利证书，同时拥有ISO9001国际质量管理体系认证和BSCI社会责任管理体系认证。
Located at Country Garden Intelligent Innovation Center in Xiegang Town, Dongguan, the company operates a 15,000 square meter standardized plant with 11 fully automated production lines running at a steady pace, delivering an annual capacity of 2 million units. As a national high-tech enterprise and a Dongguan listed enterprise under the “Specialized, Sophisticated, Unique & Innovative” catalogue, the firm holds a full set of international market access certifications including CE, RoHS, ETL, CETL, PSE, KC, SAA and GCC, together with 127 patents. It is also certified to ISO9001 Quality Management System and BSCI Social Compliance Standard.
今年44岁的董事长黄亮，拥有多年模具研发与外贸实操经验，对于当年选址东莞、锁定专业美发工具细分赛道的选择，他有着一套清晰且长远的产业布局思路。
Huang Liang, 44, Chairman of the company, brings years of hands-on experience in mold R&D and foreign trade operations. He lays out clear, long term industrial logic behind choosing Dongguan as its production base and targeting the niche professional hair dressing equipment segment.
“普通小家电行业门槛低、价格厮杀激烈，而专业美发设备对电机、温控、安全标准要求极高，技术壁垒更高、产品附加值更强，这是我们创业之初锁定赛道的核心原因。” 黄亮坦言，在东莞建厂，是为了依托本地成熟完善的小家电全产业链集群优势。珠三角上下游配件、模具、电子元器件配套高效齐全，既能压缩生产交付周期，也能稳定生产成本、加速新品迭代，成为企业长期稳健发展的底层支撑。
“Generic small home appliances have low entry barriers and are plagued by cut throat price wars. Professional hair dressing equipment, by contrast, demands strict standards for motors, temperature control and product safety. It carries higher technical barriers and greater product added value — that is exactly why we picked this niche when we launched the business,” Huang Liang said frankly. The company set up its manufacturing base in Dongguan to tap the region’s mature, well rounded industrial cluster for small home appliances. The Pearl River Delta delivers efficient, end to end supply of upstream and downstream parts, molds and electronic components. This shortens production lead time, keeps manufacturing costs stable and speeds up new product iteration, forming the bedrock for the enterprise’s sustained, solid growth.
创业初期，恩贝斯的研发、开模、检测、认证全部外包，面对客户定制需求处处受限。历经多轮外贸市场起伏后，企业2015年启动全产业链自主转型，自建模具中心、注塑车间与多层质检体系，实现外观设计、核心部件生产、成品检测全流程自主可控。
In its early days, JADEEMPRESS outsourced R&D, mold making, testing and certification work, which significantly limited its ability to satisfy custom client orders. After going through multiple rounds of foreign trade market swings, the firm rolled out its full in house industrial chain transformation in 2015. It built its own mold center, injection molding workshops and multi level quality inspection system, gaining full in house control over appearance design, core component production and finished product testing.
黄亮表示，恩贝斯能持续稳定发展，一是靠持续加大研发投入，以技术差异化避开低价竞争；二是坚守标准化品控，售后故障率极低且履约能力稳定。当前，恩贝斯推行“一地一策”定制模式，针对欧美、中东、东南亚、日韩不同电压标准、气候环境、使用习惯，独立调整电控程序、发热结构、机身风道，精准匹配本土消费者需求，成为恩贝斯的关键竞争力。
According to Huang Liang, JADEEMPRESS maintains stable growth thanks to two key strengths. First, consistent investment in R&D creates technological differentiation so the company can avoid price driven competition. Second, strict standardized quality control delivers ultra low after sales failure rates and dependable order fulfillment. At present, the company follows a market specific approach. For Europe, the Americas, the Middle East, Southeast Asia, Japan and South Korea, it independently adjusts electronic control programs, heating structures and air duct layouts to fit local voltage standards, climate conditions and real world usage habits. This close adaptation to local consumer demands forms JADEEMPRESS’s core competitive edge.
本届投洽会上，恩贝斯携三款自主研发的核心产品亮相：高速无刷BLDC吹风机、石墨烯恒温造型设备、七合一多功能热风造型梳。这三款产品搭载自主研发静音高速电机、智能恒温与降噪风道等专利技术，与市面上组装的同类产品形成明显区隔。
At this year’s CIFIT, JADEEMPRESS presented three self developed flagship products: high speed BLDC hair dryer, graphene constant temperature styling device, and 7 in 1 multi functional hot air styling brush. Equipped with patented technologies including self developed silent high speed motors, intelligent constant temperature control and noise reduction air ducts, the three products stand out distinctly from assembled competing products available on the market.
谈及东莞同类外贸制造企业出海破局之道，黄亮有自己的见解：行业内部要摒弃低价恶性竞争，依托东莞完善产业集群抱团发展，从单纯售卖单品升级为输出整套造型设备技术解决方案，持续提升中国美发智造在全球市场的话语权。
When asked how peer foreign trade manufacturers in Dongguan can achieve breakthroughs in global expansion, Huang Liang shared his industry insights. Players in this sector should move away from destructive price competition and pursue joint development built on Dongguan’s sound industrial clusters. Instead of merely selling individual products, they should shift to delivering complete technical solutions for hair styling equipment, so as to strengthen the global position of China made smart hairdressing gear.
“广交会、投洽会这类国家级经贸活动，是外贸企业出海不可替代的权威平台。”黄亮表示，大型国际展会不仅能够直接对接全球优质客户，更能提升企业国际品牌公信力，打破海外市场对中国工厂的刻板印象，是低成本、高效率联通全球市场的渠道。
“National level economic and trade events like the Canton Fair and CIFIT serve as irreplaceable authoritative platforms for Chinese exporters going global,” said Huang Liang. Major international expos enable direct connections with quality buyers worldwide. They also help build a company’s international brand credibility and change outdated perceptions of Chinese manufacturers, acting as low cost, high efficiency channels to reach global markets.（林凌菲）