What Exactly is the Unrelenting “Axel-Breaking” Spirit That Helped Esino Win Big Clients?
The Start of Esino: Undertaking the First Large-Scale Development Project
“Don’t choose shortcuts, work hard step by step, day by day, earnestly and down-to-earth, accumulate time, dreams into reality, career success, this is an extraordinary mortal.” -“Living Law”
In 2012, Esino was fortunate to be trusted by customers and received its first development case ever.
After much success with product development, Esino successfully took on a second large-scale development project in December of 2013. The project was dedicated to designing a top of the line physiotherapy equipment that features low noise levels and high vibration. Esino assembled top-tier engineers and a chief designer with a master’s degree from Huazhong University of Science and Technology.
When you are new in the industry, you have to work even harder to build a reputation. The first product design had a few issues due to the difficulty of assembly and resulted in too much noise. Instead of moving forward with the imperfect product, Esino started all over and developed the world’s quietest and strongest physiotherapy device.
After seeing the display of responsibility, clients began to have greater trust and confidence in Esino’s capabilities. This also helped Esino understand that “Quality is the Cornerstone in Designing” A good product is one that can serve its function and is easy to produce, but the most important thing is that it needs to have impeccable performance.
Finally, when it was time to create new products for customers, we encountered a core issue. The market has not been able to create a motor that could power this product.
Motor: Commonly known as “motor,” it is the power source that maintains the operation of electrical appliances and other machinery. At present, the motor is one of the main carriers to improve the level of technology and even the quality of life.
Develop Strong Partnerships, but Always Take Ownership of Quality
Carefully select and purchase spare parts. Create solutions that meet the highest standards in the industry.
Esino business style has never been limited to pure business relationships between suppliers and clients. Esino will choose partners with potential so that they may grow and develop a successful partnership together. The success of the partnership will result in higher-level execution for development, which will result in successful products for our clients. To address the issue of finding a strong enough motor to power the device, Esino has taken the same approach to find a partner.
After looking for countless motor suppliers, Esino found a supplier of drive subsystems and drive components that are currently leading the industry. This established business has complete confidence in its products. After learning about Esino’s procurement needs, they repeatedly said: “There will not be any problems!” Everyone thought that Esino had found a supplier that can meet their needs. The team was relieved that a solution was finally found, especially since the supplier is a leader in its industry.
Though he was relieved, Mr. Wu Zhiyong, the founder of Esino, wanted to ensure the motor’s effectiveness to comply with Esino’s strict production process. “It still has to be tested. We can’t rely on luck.”
Quality is the foundation of Esino, and it must not be put into the hands of suppliers. Even if the supplier is an industry leader, testing is the only method to verify and confirm the truth. It is better to have a problem before distribution than to receive a complaint from consumers afterward. Esino encourages everyone to keep asking questions and keep testing to ensure success. Everyone in the R&D team was assigned to perform a product prototype synchronous test. Anyone who detects a problem will be rewarded.
Test Until Perfection: The Only One Responsible For Your Reputation is You
Motor testing is in full swing, and there are no abnormalities and quality problems during the test. Even the founder of Esino has personally participated in the testing of this motor. This motor has withstood many tests, but just when everyone thought that victory was in sight, the unexpected happened: the motor with the best reputation in the industry broke! Everyone was surprised at the sudden fracture of the motor axel.
In the comprehensive follow-up analysis, it was found that the motor had other defects. The large industry-leading company that Esino had partnered with was shocked. “Our motor was tested and broken by a small company, incredible!” This allowed the then-unknown Esino to win respect from industry leaders, who were all moved by Esino’s persistence to develop the perfect product.
Due to the fatal problem in the motor and unsuccessful partnership with the well-known supplier, the team took a step back to recollect. Embarrassed in their trust in the supplier and glad that the CEO challenged the motor’s quality, the Esino team reflected and made it a requirement to uphold the rigorous procedures and absolute standards for quality. No other suitable motor suppliers could be found, and Esino decided to stop searching for a supplier.
Research and Development: Creating the Perfect Motor
If there is not a suitable motor supplier on the market, Esino will develop its own!
This is undoubtedly choosing the hard way to produce a product. Developing a new motor is very time-consuming and labor-intensive, but Esino does not create “defective products.” After the team’s hard work over several days and nights, they finally developed a successful motor with high vibration intensity and low noise. This product turned out to be extremely popular on the market as soon as it was launched!
Today, because of its high quality and powerful functions, it has a strong reputation in domestic and overseas markets with a continuously high sales volume. The original customer has become a unicorn among similar brands, and the sub-product lines developed from this are also constantly being laid out. Mr. Kazuo Inamori said: “Those who make good products can hear the voice of the product.”
It is precisely because of the hard work put into this product that Esino has become the best partner in the hearts of core customers. From a no-name to a well-known brand, it has maintained a long-term and stable strategic partnership for almost a decade with its customers. Quality is representative of corporate image and how consumers regard the brand. When the motto, “quality is the life of an enterprise,” is rooted in the hearts of all Esino employees, our products become invincible in the fiercely competitive market. The quality department of Esino is given the most challenging task: Always maintaining the ultimate standards and highest requirements.
Author | Nana Romily
Review | Nancy Yang
Translated | Ondrian Yeung and Mia Hernandez