Liu:  Heatking’spredecessor is Shiyan Hengjin Tech. Co.,Ltd which was founded in 1994. It’sfocused on manufacturing SCR MF generator. In 2001 after restructuringcompany moved to Shanghai and was renamed Shanghai Heatking Machine & Electrical Equipment Co.,Ltdwhich specializes in manufacturing and sales complete set of induction heatingequipment. Heatking is one of the earlier manufacturers of hardening equipmentwith great comprehensive strength in China. Our leading product includesSCR MF/HF generator, transistor MF/SF generator, vertical/horizontal universalquenching machine, special quenching machine, water-cooling system, energymonitor, inductor&process which cover all the induction heating fieds. Nowwe have over 30 set of quenching equipment applied to machinery, motorcycle,automobile, train parts processing. Our equipment’s technology is original fromGermany, very stable and reliable, so it’s popular among customers. In recentyears our equipment sales has been increasing over 50%.

Journalist:Why you decided to move company from Shiyan, Hubei province to Shanghai?

Liu:(1)Shanghai is a city with highly developed market and many famous foreigninduction heating brands came here. And Shanghai already became a productionand import base for high-end induction heating equipment. We hope with the helpof geographical advantage we can learn oversea technology to narrow the gapwith foreign products and to promote the development of Chinese equipment inhigh-end market;

(2)Withthe help of Shanghai’s popularity to improve enterprise’s brand image;

(3) Incoastal areas economy booms and there are many potential high/middle-endcustomers which is agreeable to our company’s brand positioning.

(4)Shanghai is an industry developed city with supporting processing capacity;

(5)Shanghai has developed traffic and it’s easy to communicate with customers andto provide service.

Journalist:I can see your business growing fast, can you share your winning formula withour readers?

Liu:  (1)Oursuccess is helped by our high-quality team which is one of the key factors makeour company growing in  the intense market competition. In ourcore leadership Zhenglong He is the developer of first generation inductiongenerator in China who won second prize of National Science-Technology Progress, Guoqing Jiang has been dedicated to induction equipment research over 10years with rich experience. Later we invited some mechanical, electrical,process, financial experts to join Heatking like chief engineer Xinzhi Lin whois one of the few senior engineers doing induction heating process research.

(2)Alsoour success benefits from China market booming, especially in coastal areasheat treatment moves in a more specialized direction, demand of inductionheating equipment increases sharply.

(3)Thanksto Shanghai’s global image and idea. Shanghai’s globalization provides a greatplatform for our components. More than 80% components of our equipment areimported and in Shanghai it can quickly buy interbrand components which improvethe quality and the level of our equipment and visibility of Heatking.

Journalist:Besides talent and region advantage what’s other competitive advantage?

Liu: That’sour complete set product processing capacity. 90% of our product is completesupply—turn-key project. And those products are made by ourselves have enoughquality guarantee. Customer only needs providerequirement of output and process we can supply qualified product to setcustomer’s expectation.

Journalist:What development experience of Heatking worth learning?

Liu: Wevalue R&D of new product and generally every year our new product appearsin market. Our product R&D is done by” by standing on the shoulders of Giants”which means we do R&D via introducing or digest advanced technology offoreign similar products. Recently domestic product have achieved greatprogress but still there’s some distance away from foreign products. Only continuous learningand improving ourselves can promote company’s development.

Journalist:  Heatking combines right timing, right placeand right people. Can you describe Heatking’s goal?

Liu: Ourgoal is” Where there is induction heating, there is Heatking”. At present inChina foreign brands dominate high-end induction market and domesticenterprises compete with each other in low-end and small market. We hope to breakthe pattern, to design and manufacture better product so Chinese can use own bestcost-effective induction heating equipment.