'We've come a long way from our first manufacturing order, which was 20,000 sewing machines a year,' says Naresh Emel Asnani, son of M.L. Asnani and the company's managing director and CEO. 'After the business really took off (after 1993) we saw growth rising over 8 times its previous size, and we captured 70-80 percent of the market-and that was in sewing machines alone.'
According to Asnani Jnr, the key to the Lagos-based firm's success has been cooperation and synergy with Mr Ma, director of China Unity. 'He has the product knowledge and represents the partners, while I have the relationship building skills, business knowledge, and an ability to recruit the necessary partners and employees.
'We have grown strong, and successfully, for 10 years, without any problems touching the business. We have taken part in more joint ventures, which has led to an increase in manufacturing.
'The cornerstone is that I am a trader. I know Nigeria, I know how to bring good here, and I know how to sell them.'
Of course, Asnani also knows how to spot an opportunity. Living in a country that has some 150 million people spread out in all its corners, he and his team identified the need for reliable vehicles that could transport passengers and goods around cheaply. They partnered with Beijing Automobile Works Co Ltd, one of the pioneers of the Chinese automobile industry, to distribute minibuses and lightweight trucks. The company stays close to the customers, Asnani says 'by exceeding their expectations and providing an excellent nationwide after-sales service.'
Emel is now looking into generators, medical supplies, pharmaceuticals, building materials, and even automobile rental, based on the Beijing Automobile World model.
'Even though these developments are at an early stage, it is my belief that Chinese and Nigerian business links have to develop further,' Asnani says.' Chinese products are suitable for the Nigerian market, their labor-intensive industries and product pricing are right, and Nigeria's development has to follow the same path as China and India.'
And, to ensure Emel's trusted reputation stays intact, Asnani has been careful not to compromise on quality. 'Price alone is not the right tactic for identifying partners,' he says. 'We have always found Chinese companies that give us the right quality/price balance. Our expertise assures that our products stand up under scrutiny and do not disappoint the customers.'
In the same way, Asnani's local knowledge ensures only the best distributors are used back on Nigerian soil. 'We have to push for innovation, as local distributors can see little advantage in changing habits,' he says. 'This is exactly why local knowledge is important, and knowing how to deal with the national business community.'
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