Shortly after New Year’s Day, with the Spring Festival rapidly approaching, crowds of travelers swarmed train stations, ports, and airports to head home for the holidays.
However, Yang Yijun, the head of Zhejiang Ruian Jiangnan Packaging Machinery Co., Ltd., was traveling in the opposite direction. He had just set foot in Guangdong—a major hub for the pharmaceutical market—far away from his hometown. As he jokingly explained, “I am here to solicit clients and deliver early Spring Festival greetings to our ‘Gods’ [customers].” Inspired by the old proverb, “Plan your year in spring and your day at dawn,” Yang was determined to get a head start on the new year. While others were flying home, he was laying the groundwork to propel his company into a new stage of development.
Advanced Performance and Unbeatable Value
His motivation became clear when considering the overwhelming demand for his company’s first roller-type blister packing machine, which debuted three years ago. Over 100 units were sold last year—highly favored by the pharmaceutical industry for their advanced performance and competitive pricing—yet supply still could not meet demand. By the beginning of the year, a steady stream of orders had already created a backlog stretching into the second quarter.
To Yang’s surprise and gratification, pharmaceutical factories in Guangzhou—a region at the forefront of China’s reform and opening-up—resolutely chose “Jianghua” machines, despite possessing ample foreign exchange to afford expensive imported equipment. This choice reflected a deep trust in the company. Yang understood that the rise of his newly founded enterprise relied just as heavily on proactive sales, exceptional after-sales service, and strong public relations as it did on product quality. Therefore, no matter how busy he was, he made it a priority to visit clients nationwide during the Spring Festival.
Unlike others who typically brought traditional gifts when making New Year calls, Yang arrived empty-handed. “How can you visit your ‘Gods’ during the Spring Festival without a gift?” I asked him. Pointing to the technician beside him, Yang replied with a smile: “Well, I brought him—the best technician in my company! He is here to offer on-site repair and maintenance, ensuring our clients’ equipment operates in peak condition to boost production and quality. Most importantly, he helps generate greater economic benefits for them. Isn’t he the most precious, practical, and meaningful gift of all?”
Later, Yang and his technician visited Jiahe Pharmaceutical, which had just purchased the latest “Jianghua” blister packing machine and was in the midst of installation and trial runs. Immediately upon arrival, they assisted with setup, and the machine soon successfully outputting products. After delivering this first “New Year gift,” they traveled to the outer suburbs of Guangzhou to present their second “gift” at Huacheng Pharmaceutical. Although Huacheng was a regular client and their machines rarely experienced operational faults, Yang insisted on the visit. To save time for his next client, Yang took a taxi to Huacheng, costing him over 300 yuan. When it was time to depart, the factory head expressed regret over the high travel expense, but Yang simply replied, “Earning a great reputation for 300 yuan is an absolute bargain!”
During their trip to Guangdong, Yang and his technician visited more than ten clients across Guangzhou, Shenzhen, Zhuhai, and other cities. Everywhere they went, they received heartfelt praise, with their customers eagerly rewarding their sincere service and invaluable “gifts” with continued loyalty.
Source: Excerpted from China Pharmaceutical News, January 17, 1993
Author: Huang Meiyu, Head of Guangzhou Reporter Station, China Pharmaceutical News (invited to accompany Yang during the interview)