Case 1:Elegant Plastics Company


 

Introduction of Zhangjiagang Elegant Plastics Company
1.   Company Profile
 
Zhangjiagang Elegant Plastics Co., Ltd., known as "Eletile" as trade name, was established in 1992, is a professional manufacturer of vinyl flooring, or PVC tiles and planks, which offers both residential and commercial collections. The company features over a thousand patterns for customers' choice, which are characterized with the look and feel of natural wood, stone, ceramic, carpet etc. They offer personalized designs, convenient installation and easy maintenance for all of their products. In 2009, their total annual sales will reach 35 million USD. Eletile has massive resources and production facilities in China and is located in Zhangjiagang City Jiangsu Province, close to Shanghai, which is a major exporting harbor. Eletile has a land area of 53,300 square meters with 35,000 square meters of building. Equipped with 6 production lines, Eletile has established a high production capacity, able to produce 300 TEU, or 20 million pieces of flooring tiles in various types per month with OEM Capability. They have been certified by ISO9001 and 14001, and exports over 90% to major customers in the North America, Europe and other areas in the world. Insisting on timely delivery, high quality and effective communication with buyers, Eletile has established nearly eight years of cooperative relationships with world famous buyers like Home Depot in the United States. They have also set up a Joint Venture in the UK known as EletileUK in 2006.
 
It is the company’s basic policy that it should be organized with qualified personals. Containing more than 800 employees, 15 researchers and developers, 85 quality control staff, and 15 engineers, the excellent staff and best cooperation are the powerful resources and essential factors that ensures the company to develop steadily forward. Every staff and worker are encouraged to play an active part in their posts and make progress with the developing of the company.
 
The company contains more than twenty types of high-end plant and machinery in their factory including their advance equipment of large-scale oil press machines, rubber compounding mills, Banbury compounding equipment, fixation equipment, vinyl processing equipment, surface treating and processing equipment, and cutting tools. The machinery and productionprocess begins with the raw materials then moves to be mixed with the Banbury mixer, pressed, cut, hot pressed, die cut, then to back gluing, and finally to packaging and labeling to be shipped all over the world.
 
1.1.      Eletile Commitments
Quality products are very important for the company to survive as well as develop. “Quality products” means approval of customers and relevant parties. Only when customers and relevant parties are more and more satisfied with their products can reputation build up and spread widely.
 
 
Sincere service is the bridge to ensure good communication and understanding between customers relevant parties and the company. It’s also a major means to know and strengthen if they are satisfied with us.
 
The company makes every effort to protect and improve the working conditions andenvironment constantly. As members of the society, they know that their products should work to protect the environment, and have a responsibility and are willing to do so. The company continues to improve their management system to keep its suitability, sufficiency, and effectiveness.
 
The company has insisted on the belief of "Development is Depended on Talented Staff" since establishment in 1992. The staff is encouraged to co-develop with the corporation.
 
To make our products under the brand of "Elegant to be recognized by domestic and foreign customers, we always provide reliable and sincere service, keeping active communications with customers." That's also why we could survive and develop in the keen competition.
 
We also pay attention to the interest of society and environment protection. Our products are environment-friendly and we promise that we'll continuously improve the integrated management system of product quality and conserve the environment.
 
1.2.      Eletile Code of Conduct
1.2.1.   Employment and Workplace
Equal Employment Opportunity/Nondiscrimination
We believe that all terms and conditions of employment should be based on an individual's ability to do the job and not on the basis of personal characteristics or beliefs. We provide employees with a working environment free of discrimination, harassment, intimidation or coercion relating directly or indirectly to race, religion, sexual orientation, political opinion or disability.
Forced Labour
We do not use any form of forced labor in the manufacturing of our products.
Child Labour
We do not support child labor
Hours of Labour
We maintain reasonable employee work hours based on the limits of regular and overtime hours allowed by local law.
 
 
Coercion and Harassment
We acknowledge the value of our staff and treat each employee with dignity and respect. We do not use cruel and unusual disciplinary practices such as threats of violence or other forms of physical, sexual, psychological or verbal harassment or abuse.
Compensation

We fairly compensate our employees by complying with all applicable laws, including minimum wage laws, or the prevailing local industry wage, whichever is higher.
Health and Safety

We maintain a safe, clean and healthy environment in compliance with all applicable laws and reglations. We provide adequate medical facilities, clean restrooms, reasonable access to potable water, well-lit and ventilated workstations, and protection from hazardous materials or conditions. The same standards of health and safety are applied in any housing we provide for our employees.
 
1.2.1 Concern for the environment
We believe it is our duty to protect the environment and we do this by complying with all applicable environmental laws and regulations.
 
1.2.2 Ethical business practices
Sensitive Transactions
 
It is our policy to prohibit employees from entering into sensitive transactions business dealings generally considered to be either illegal, immoral, unethical or to reflect adversely on the integrity of the Company. These transactions usually come in the form of bribes, kickbacks, gifts of significant value or payoffs made to favorably influence some decision affecting a company's business or for personal gain of an individual.
 
Commercial Bribery
 
We prohibit employees from receiving, directly or indirectly, anything of value in return for using or agreeing to use his or her position for the benefit of that other person. Similarly, commercial bribes, kickbacks, gratuities and other payoffs and benefits paid to any customer are prohibited. However, this does not include expenditures of reasonable amount for meals and entertainment of customers if they are otherwise lawful, and should be included on expense reports and approved under standard Company procedures.
 
Accounting Controls, Procedures and Records
 
We accurately keep books and records of all transactions and the dispositions of our assets as required by law, as well as maintain a system of internal accounting controls to ensure the reliability and adequacy of our books and records. We ensure only transactions with proper management approval are accounted for in our books and records.
 
Use and Disclosure of Inside Information
 
We strictly prohibit disclosure of material inside information to persons within the company whose positions deny access to such information. Inside information is any data that has not been publicly disclosed.
 
Confidential or Proprietary Information
 
We take extra care to keep our customers' trust and confidence in us. Thus, we prohibit employees from disclosing confidential or proprietary information outside the Company that could be harmful to our clients, or to the Company itself. Such information may only be shared with other employees on a need-to-know basis.
 
Conflicts of Interest
 
We designed our policy to eliminate conflicts between the interests of employees and the Company. Since it is difficult to define what constitutes a conflict of interest, employees should be sensitive to situations which could raise questions of potential or apparent conflicts between personal interests and the Company's interests. Personal use of Company property or obtaining Company services for personal benefit may constitute a conflict of interest.
 
Fraud and Similar Irregularities
 
We strictly prohibit any fraudulent activity that might injure our customers and suppliers, as well as the Company. We follow certain procedures concerning the recognition, reporting and investigation of any such activity.
1.2.3 Monitoring and Compliance
We adopt a third-party monitoring program to confirm the Company's compliance with this Code of Conduct. Monitoring activities may include announced and unannounced on-site factory inspection, review of books and records relating to employment matters, and private interviews with employees.
 
1.2.4 Inspection and documentation
We designate one or more of our officers to inspect and certify that the company's Code of Conduct is being observed. Records of this certification shall be accessible to our employees, agents, or third parties upon request.
2. Products
A tile is a manufactured piece of hard-wearing material such as ceramic, stone, metal, or even glass. Tiles are generally used for covering roofs, floors, and walls, showers, or other objects such as tabletops. Alternatively, tile can sometimes refer to similar units made from lightweight materials such as perlite, wood, and mineral wool, typically used for wall and ceiling applications. Less precisely, the modern term can refer to any sort of construction tile or similar object, such as rectangular counters used in playing games (see tile-based game). The word is derived from the French word tuile, which is, in turn, from the Latin word tegula, meaning a roof tile composed of baked clay.
Tiles are often used to form wall and floor coverings, and can range from simple square tiles to complex mosaics. Tiles are most often made from ceramic, with a hard glaze finish, but other materials are also commonly used, such as glass, marble, granite, slate, and reformed ceramic slurry, which is cast in a muld and fired.
2.1 Range of product
Being a professional manufacturer, we provide a wide range of the finest vinyl products.
Ÿ Various sizes of square tile and plank;
Ÿ Overall thickness from 1.0mm to 5.00mm with 0.07mm to 1.0mm wear layer;
Ÿ Various texture embossing and special UV surface treatment;
Ÿ Dry back or self-adhesive vinyl and plank;
Ÿ Beleved edges or fissured edges available;
 
Eletile Company has six different kind of product:
     
l Grace
l Luxury-Natural Stone
l Luxury-Natural wood
l Luxury-Modern
l Luxury-Classics
l Metallic color
 
 
 
2.2 Grace
 
Features:
Surface with Registered embossing to reflect very solid look.
More durable when treated with Aluminium Oxide.
Self-adhesive or dry back. Suitable for medium grade residential use.
Colors may vary from actual tile
Thickness/Wear layer: 2.5/0.3mm, 2.5/0.5mm, 3.0/0.5mm, 3.0/0.7mm
Size: 12”x12” self-adhesive
Thickness/Wear
Layer: 1.5/0.007mm,2.0/0.07mm
Size: 18”x18” Dry back
 
Luxury-Natural Stone
Features:
Tiles with natural color
Heavy duty wear layer with different gloss level to make the tile more durable
The surface can be UV coated and the edges beveled.
Size:12"x12",16"x16", 18"x18", 12"x24", 12"x18", 24"x24"
Thickness/Wear layer: 2.0/0.3mm, 2.0mm/0.5mm, 2.5mm/0.5mm, 2.5/1.0mm, 3.0mm/0.5mm, 3.0mm/0.7mm, 3.0mm/1.0mm
Dry back only
Color may vary from actual tile


Luxury – Natural Wood
Features:
Tiles with natural color
Heavy duty wear layer with different gloss level to make the tile more durable
The surface can be UV coated and the edges beveled
Size:4"x36", 6"x36", 9"x36", 4"x48", 6"x48", 9"x48"
Thickness/Wear layer: 2.0/0.3mm, 2.0/0.5mm, 2.5/0.5mm, 2.5/1.0mm, 3.0/0.5mm, 3.0/0.7mm, 3.0/1.0mm
Dry back only
Colors may vary from actual tile
 
 
Luxury – Modern
Features:
Tiles with natural color
Heavy duty wear layer with different gloss level to make the tile more durable
The surface can be UV coated
Size:12"x12",16"x16", 18"x18", 12"x24", 12"x18", 24"x24"
Thickness/Wear layer: 2.0/0.3mm, 2.0/0.5mm, 2.5/0.5mm, 2.5/1.0mm, 3.0/0.5mm, 3.0/0.7mm, 3.0/1.0mm
Dry back only
Colors may vary from actual tile


Luxury – Classic
Features:
Tiles with natural wood effect and registered embossing
Heavy duty wear layer with different gloss level to make the tile more durable
The surface can be UV coated and the edges beveled
Size:4"x36", 6"x36", 9"x36", 4"x48", 6"x48", 9"x48"
Thickness/Wear layer: 2.0/0.3mm, 2.0/0.5mm, 2.5/0.5mm, 2.5/1.0mm, 3.0/0.5mm, 3.0/0.7mm, 3.0/1.0mm
Dry back only
Colors may vary from actual tile
 
 
Metal color
Features:
Tiles with metallic color film
Bright and active colors available
Heavy duty wear layer with different gloss level and emboss textures to make the tile more durable and good-looking
The surface can be UV coated and the edges beveled
Size:12"x12",16"x16", 18"x18", 12"x24", 12"x18", 24"x24"
Thickness/Wear layer: 2.0/0.3mm, 2.0/0.5mm, 2.5/0.5mm, 2.5/1.0mm, 3.0/0.5mm, 3.0/0.7mm, 3.0/1.0mm
Dry back only
Colors may vary from actual tile
 


3.A Ten Year OEM
 
We have a decade of experience in handling custom projects, including work with leading Home Improvement stores in the world.We produce 20 million units every month to fill substantial orders -- including yours. New Product--"eleEase" Floating Floor.
With the introduction of the eleEase collection, the Company has once again demonstrated its clear leadership and innovative approach to finding better solutions.

 
 
The first thing your customers will notice is the flexibility. That will mean easier manipulation when it comes time to lay the panels down. Just score with a utility knife and that excess will snap right off. No messy glue is needed -- just lay the new panels over the old floor. Overlapping strips have their own dry adhesive that locks them firmly in place. The result is a water-resistant seal ideal for the kitchen or bath.
 
Monthly Production Capacity more than 19,999,999 pieces
QC/TechnicalSupport
Our specialized QC staff members are qualified to carry out precautionary measures and quality improvements.
Our Technical Department is responsible for providing product quality standards and technical indicators throughout the whole production process.
 
Profile
Our R&D department has integrated unique ideas to develop new products, with the support from technical, facility, production, QC and service departments.
With many years of R&D experience, our designers develop 20 new products every year.
Eletile aims to maintain an experience Research and Development Department
Our R&D procedure is as follows:
Collecting and screening out useful market information
Analyzing and discussing blueprints
Doing research and development
Testing
Trail production
Confirmation
 
Source: Carpet and Rug News, 6 November 2006
 
ŸSample Availability & Policy
Limited free samples available.
ŸGuarantees/Warranties/Terms and Conditions
Timely delivery and rich experience in OEM orders with brand names enable us to provide customers with high-quality service.
ŸExport/Import Processing Support
We accept OEM/ODM orders and provide useful information and message required by buyers.
ŸAfter Sales Service
We will follow up the product quality and sales in time, keep the communication with customers and relevant aspects, and provide technical support if necessary.
 
                                            Source: Contract Flooring journal, april 2009
 
Products & prices
 
Aside from PVC models, synthetic flooring from China comes in laminate, vinyl, wood-plastic composite and rubber types. Most models bear the CE mark and meet domestic safety standards, particularly the 1.5mg/L formaldehyde content limit.
Laminate designs are suitable for both residential and commercial installations. Accounting for half of output and exports, these are typically less than 1.5m long and between 6 to 12mm thick.
Models in this category are mostly low-end and midrange. Pricing and market positioning depend on the materials, size and surface treatment. The last also determines abrasion resistance.
Quotes have dropped 20 percent in the past 12 months due to the economic crisis and fierce competition. They are now at $8 to $15 or more, one-fifth that of natural wood flooring.
Measuring more than 2m in length and 20mm in thickness, vinyl versions are adopted mainly in commercial establishments.
In addition to sports arenas, PVC models are employed as accent tiles. Rubber designs, which are also shock-absorbent, have similar applications.
Product quotes in the next six months will remain at current levels as many suppliers expect materials spending to be generally stable throughout 2009.
An exception to this is PVC, the cost of which is heavily dependent on rising crude oil prices. The 80 percent surge in the latter in August pushed up PVC rates by 20 percent to reach $1,100 per ton.
As regards material sourcing, most requirements are procured domestically. Plastic, for example, can be purchased in Taizhou, Zhejiang province.
Imported substances can be adopted for midrange and high-end models.
 
 
Manufacturing Expanded to Europe
 
Company History & Capability
 
Eletile UK is the only branch of the Zhangjiagang Elegant Plastic Company.
Eletile Ltd. is an exclusive ‘partner’ for selling Eletile Products in UK. The products are manufactured by Zhangjiagang Elegant Plastics Co. Ltd., the market leaders in luxury vinyl tile innovation and the second largest manufacturer in the world.
Elegant Plastics Company of China. We cover the UK and Eire and represent the factory to clients in the rest of Europe. As we are the branch of a major Chinese vinyl flooring company: we have taken out the middle man we have reduced costs and improved service, which makes Eletile UK’s vinyl tile and plank products the most competitive in the UK. Eletile China- which was established in 1992 - already has 60 percent of the Chinese market and supplies major clients throughout the world.
The UK branch gives customers access to a wide range of some of the finest vinyl products available - beautiful, durable and affordable.
 ele1.range represents our 1mm wear layer, the ultimate in quality eleLiving is our 0.2mm wear layer, aimed at the domestic market. eleEase, easiest vinyl product in the market to lay. eleEase signature is our new exclusive range that present the most realistic wood effect planks available today in a unique registered emboss finish. ele1.range is a fine example of the quality associated with the company. A selection of fourteen wood effect planks (woods and tiles are all PU coated) and eight tiles of slate and stone that can add quality to tranquil or functional environments. This is our core range, available in 2.5mm thick with a 1mm wear layer. eleLiving range is our domestic range with five sumptuous woods and four tiles that will look at home in any part of the house. New to the range is Timeless – three heavy wood effect planks in deep cut embosses that look and feel as if from an a bygone time. eleEase, a capsule range of seven woods and three strong stones. New to this range is signature the top of the Eletile range tree – five sumptuous woods names after our stately homes that inspire images of real wooden floors that exude images of quality and grandeur.
This high level specification immediately makes Eletile UK a leading supplier of quality vinyl in the UK. Our direct link to the factory in China means the cost benefit is passed on to customers with extremely competitive prices. Every so often, a new product revolutionizes a sector – changing perceptions and making everything which came before it seem outdated. eleEase is having this impact in the vinyl flooring industry. After two years of extensive research and development, we launched eleEase flooring – an overlapping self stick, dry back vinyl flooring, in either tile or plank. eleEase has a unique Stick Strip technology, you just lay the planks down and easily secure them together, with no adhesive necessary. The planks stick to each other, not to the floor, and are designed for easy handling. Just lay over your existing floor- ceramics, secured floor boards, newly laid and existing concrete floors, little sub floor preparation required. The easy-installing, water resistant floating and glueless locking-plank floor system. eleEase represents the newest generation of high quality resilient flooring.
 
 
 
 
 
 
 
Competition within China
In this part, we are going to name a selection of synthetic flooring Companies in China.
Changzhou Most Trading Co. Ltd
Model: 604
MOQ: 1,000sqm
Delivery: 10 days
Price: $4
Description: Laminate flooring; HDF; double or arc click; 1,215x194x8.3mm; class AC3
 
Guangzhou Kindwood Co. Ltd
Model: 30x145mm/HD226-C23F13
MOQ: TEU
Delivery: 10 days
Description: Wood-plastic composite; F13-sanded or F20-evergrain finish; available in C03-granite, C23-reddish brown, C10-original wood and C24-redwood; 145x30mm; resistant to moisture, termite attacks, warping, peeling and splitting; recyclable; for garden decking
 
Quanzhou Sansheng Rubber Plastic Foamed Co. Ltd
Model: S-2324MH
MOQ: 5,184 pieces
Delivery: 20 days
Description: EVA floor mat; 240x240x12mm; six pieces in one shrink bag; four bags in 64x31x64cm carton
Shenzhen Dotcom Houseware Products Co. Ltd
Model: DK582
MOQ: 2,000sqm per color, 200sqm per design or size
Delivery: 60 days
Price: $16 per sqm
Description: Rubber mat; 3.5mm pile height; 570g pile weight per square meter; 1.2mm rubber backing; 2,190g total weight per sqm
 
Zhangjiagang Elegant Plastics Co. Ltd
Model: 161215
MOQ: 1,000sqm
Delivery: 30 days
Description: Vinyl plank; 4x4, 6x6, 9x9 or 36x48in; 2 to 5mm thick; 0.1 to 1mm wear layer; wood-grain pattern; for commercial areas, including chain stores, offices, schools and banks
 
Zhangjiagang Yi Hua Plastic Co. Ltd
Model: YH-7704
MOQ: 800sqm
Delivery: 30 days
Price: $3 to $9
Description: PVC or vinyl floor tile; 4x36, 6x36 or 9x48in
 
 


2.     Purchasers
 
2.1.         Supplies Floor Tiles to Major Retailers
Whether you buy for a supercenter, need a brand name OEM or have a large municipal project to complete, we have services and vinyl flooring to meet your needs. With 15-years' industrial experience, we are one of the largest specialized PVC and vinyl floor tile manufacturers in China.
Export Percentage: 90 to 94%
Current Export Markets:Eletile has become a steady supplier for many world famous buyers.
Ÿ   North America
Ø    Home Depot – Brand name (A….)      
Ÿ   Western Europe
Ÿ   Asia
Main OEM Customers:
Ø       Home Depot
Ø       Kingfisher
North America and the EU remain the primary targets. New models feature wood-grain or tessellated patterns.
Contrary to most industries in China, the synthetic flooring segment continues to target North America and the EU as demand there remains stable even amid the volatile economic condition. This is because customers in both areas generally prefer such products as alternatives to wood flooring. In comparison, buyers based in the Asia-Pacific region and even domestically often favor ceramic or natural tiles as substitutes.
In 2008, North America and the EU absorbed 32 and 19 percent of total exports, which exceeded $971 million. Shares for 2009 are expected to be at similar levels or even higher. From January to June alone, these destinations have already taken in 37 and 20 percent of outbound shipments, respectively.
While the bulk of turnout continues to go to traditional destinations, overseas sales are generally on a downturn. Exports in the first half of 2009 slipped 23 percent year on year to total $349.3 million. The decline can be attributed to slowing orders brought on by the weak construction sector and the 4 percent drop in average unit prices.
Business, however, is expected to rebound in the next six months. Companies interviewed for this update forecast a 10 to 20 percent increase in overseas sales for 2H09.
To meet demand for classic designs in conventional markets, China’s synthetic flooring selection consists mostly of models with a wood-grain surface pattern. Such types account for more than 80 percent of output.
Aiming for greater differentiation, several makers are employing embossed tessellation for high-end designs. Tessellated patterns, which are normally found only on carpet tiles, are now applied on vinyl, plastic and rubber models.
PVC flooring is also gaining ground. These types are primarily installed in sports stadiums as they perform better in absorbing shock or impact, thereby providing extra protection for players.
In addition, PVC models are easier to install than natural wood versions and priced about half as much.
Among suppliers offering such products is Zhangjiagang Yi Hua Plastic Co. Ltd. Designs from the supplier are available in 4x36, 6x36 or 9x48in sizes.
 
3.     Industry
More than 1,000 companies constitute China’s supplier base for synthetic flooring. An estimated 60 percent of these offer laminate flooring.
Small makers have fewer than 200 employees. Their R&D and QC teams each have no more than 10 members.
At midsize companies, 200 to 500 personnel handle operations. Twenty to 50 technicians ensure standards compliance. The same number is in charge of product development.
Large makers have more than 500 workers, including 50 specialists each in R&D and QC.
Manufacturing is done mainly in Guangdong and Jiangsu. Half of the country’s exports in 2008 originated from these provinces.
Zhejiang is another key hub, contributing 16 percent to total outbound shipments.
While factories are found mostly in the aforementioned areas, sales branches are usually established in Shanghai. Offices of trading companies are also located in this city.