“To promote the distribution by characteristic products and service” is the experience of Lin Bocun, the director manager of Globell Chemical (China) Co., Ltd.. Mr. Lin suggested that a agent company need its own characteristic product just as a production corporation.

Globell Chemical (China) Co., Ltd. was founded in Singapore in 1985, started in China in 1990, set up sales spot in Shanghai in 1994, and has sales spots and warehouses in Shanghai, Guangzhou and Hongkong. Its operation includes Singapore, Malaysia and the mainland of China, and the annual sales margin in China increases 20%. According to Mr. Lin’s introduction, it owes to characteristic products, circumspect service and fast development of chemical industry especially coatings industry.

After entering WTO and opening import and export, there are more agents, so the competition becomes fiercer. Mr. Lin said, “If you want to occupy the market, you should form a unique operation mind instead of conventional selling mode. Firstly, you should sell characteristic product, such as the titanium oxide and resemble plated aluminium argentine slurry of American Silberline, and micronizaed cere of American Fine Powder Corporation. Micronizaed cere becomes increasingly important in furniture lacquer and metallic pigmented paint because it doesn’t affect the rigidity of film in sub-light furniture lacquer and could resist settling, flooding in metallic pigmented paint. Secondly, sales operation is also significant. Sometimes the unsalability of some good products is due to the block of product terminal. Both the technical service and the supply of goods should keep up with the customers’ requirement. The employees’ diathesis also affects the corporation visualization and portfolio, so Globell Chemical (China) Co., Ltd. pays much attention to the communication with customers and the technical training of employees. Thirdly, establish long-term cooperation with domestic organizations. The National Paint & Coatings Industrial Center has great influence in coatings industry and knows the industry development and domestic market well. During the cooperation with it, we can analyze market trend, adjust distribution strategy, promote distribution, offer better materials for customers, improve product quality, and promote the development of Chinese coatings industry together.