Sunell has overcome a number of challenges over the last decade. By concentrating on R&D and building an innovative ecosystem to fortify core competencies all around, the company has a strong foothold in the global security electronics manufacturing space and a very rosy outlook. a&s talks to Steven Liu, President of Sunell, to dissect its secret recipe for success.
Despite China's world-renowned manufacturing capability, feedback from the international market is not always favorable. A large number of players still use low prices and “me-too” products to gain market entrance overseas. Sunell, however, is dedicated to providing top-quality products with competitive edges in cost-effectiveness and user-friendliness.
Living without an aim is like sailing without a compass. Starting from Day 1, the company always has crystal clear goals. “A healthy industry and good connections with our sales and sourcing partners are our aim,” said Steven Liu, President of Sunell. “From my standpoint, it is crucial that running a company with a steady and healthy model. We try to deliver a long-term business concept to everyone working in Sunell as well as to our customers.”
Over the years, HD and IP-based technologies have become increasingly mainstream in security, which require a greater deal of technical know-how and vendor or partner collaboration. “We value our long-term relationships and constant communications with our worldwide partners - way beyond simply trading,” Liu said. Closer ties and feedback loops are expected to be made with partners in each local market, for even better understanding of real needs and deeper market penetration.
Corporate culture and brand value are two other assets that Sunell holds dear. “Even though, people understand the importance of them but few can really fulfill in their corporate and work,” said Liu, “We hope the advanced concept may bring other inspirations to the industry and we are eager to work with those who recognize Sunell and share our values, and our full support will be rendered for the greater good of both parties, for a mutually beneficial partnership.”
How We Differentiate Ourselves
— User Experience
Among other places, end-user feedback and suggestions are gathered from trade shows and exhibitions. Significant resources have been invested to address compatibility and flexibility issues, which are often neglected by most Chinese manufacturers.
The success of Apple and its devices lies in its extraordinary user experience, interface and ease of use. Sunell takes a similar approach to the client's heart. “We would rather spend time and efforts during the design phase on making sure our products are truly user-friendly,” said Liu. “Our goal is to make our products works of art that end users can relate to easily and interact with intuitively.”
If a company only focuses on manufacturing, it is selling itself short and everything gets turned into a cost-cutting competition quickly even before a product reaches its maturity or a complete life cycle.
Customization, on various models and quantities, is a great way to differentiate, while satisfying customer needs and enhancing recurring business. Regardless of brand awareness and technology, it is only natural that different geographical and vertical markets would generate different requirements and demand different approaches.
The decision is the customer's. In addition to stand-alone products and system solutions, Sunell does provide project-based consultations and support to cater to various vertical markets, such as finance, transportation, justice and so on. For example, its network cameras have helped improve the overall security and operation of an international airport in Nigeria, West Africa.
“Special attention is given to vertical markets that require an integrated approach to address specific design, quality and performance requirements,” Liu said. With an open mind, Sunell is committed to delivering what is demanded. “It makes our day every time our customers find exactly what they want at the time and place they want it to be,” added Liu.
As an original design manufacturer, Sunell's world-class capabilities and services speak for themselves. With the increasing commoditization of HD products, the company has invested handsomely in further building its product innovation and software development infrastructure. A full series of NVRs are expected to be launched by the end of this year, along with highly reliable surveillance cameras and HD DVRs.
Sunell is always prepared to please its existing and potential clientele by offering cutting-edge, end-to-end products, solutions and services. Seeing itself as the biggest competitor, “We seek for steady growth with steady support from our partners and clients,” Liu said. “To make progress is to surpass ourselves.”
In Liu's growth play book, Sunell's products and solutions should be highlighted by added values that not only incorporate technology and quality service, but also reflect the company's brand culture and signature design.