Guangdong Liangshi: From Local Leader to Global Player
—Rooted in the local market, we are expanding into Southeast Asia and embracing the global market！
As a principal supplier of fine chemicals for the pulp & paper industry, Guangdong Liangshi has deepened its domestic roots while steering a bold overseas expansion. Leveraging China’s market strength as a launchpad, we are “co-sailing” with our customers into international markets. Southeast Asia is our first beachhead: through system certifications and patent protection, we have secured the “entry ticket” to overseas markets. We has built a dedicated, service-oriented team which delivers differentiated, value-added solutions beyond borders, propelling our export business into rapid growth and making our global journey full of continuous highlights.
1、 Company Overview and Local Development Strategy
1.1 Company Overview
Guangdong Liangshi Industrial Materials Co., Ltd. (hereinafter referred to as "Liangshi") was founded in 2007. In 2010, it completed a 40,000-square-meter intelligent manufacturing facility in Yingde, Guangdong, marking its strategic transformation from traditional chemical industry to intelligent manufacturing. After nearly two decades of development, Liangshi has established a production system for specialty fine chemicals with an annual production capacity exceeding 120,000 tons, becoming a leading supplier of fine chemicals in the domestic pulp and paper industry.
1.2 Local Market Deepening Strategy
In terms of local market expansion, Liangshi adopts a dual-track strategy of "vertical deepening + horizontal expansion." By establishing a service network covering 100% of China's large and medium-sized pulp and paper companies, Liangshi not only fully responds to the group purchasing needs of leading enterprises such as APP Group, Lee & Man Group, and Shanying Group, but also builds an industry competitive advantage through a differentiated product portfolio. Our core competitiveness lies in:
Technological Advantages: Leveraging nearly 20 years of experience in the pulp and paper industry, Liangshi has developed a comprehensive solution system covering over 200 products, including bleaching agents, retention aids, and sizing agents etc.
Comprehensive Service Network: Established a three-level service system including headquarters, regional centers and customer service locations. This ensures 24/7 response to customer needs.
Intelligent Manufacturing Upgrade: Through Industry 4.0 transformation, Liangshi achieves digital control of the production process ensuring stable product quality.
2、 Southeast Asian Market Breakthrough and Regional Layout
2.1 Strategic Choice and Synergy Logic
As a key transfer destination for the global paper-making industry, Southeast Asia boasts abundant forest resources, low labor costs and rapidly growing market demand. Liangshi selected Vietnam, Indonesia, Thailand and other countries as its entry points based primarily on the following considerations:
Industrial Chain Synergy: Leading domestic pulp and paper companies have established factories and overseas bases. Liangshi, through its "follow-the-customer to oversea market" model, proactively connects with the supply chain needs of its customers' overseas bases.
Policy Dividends: The ASEAN Free Trade Area's zero-tariff policy reduces trade costs.
2.2 Regional Market Development Model
The company adopts a "three-in-one" market entry strategy:
Technology Output: Establishing a Southeast Asian team to provide customized process solutions for customers.
Channel Co-development: Establishing strategic alliances with local distributors to build a "local warehousing + rapid response" service network.
Standard Leadership: Participating in the development of environmental standards for the Southeast Asian pulp and paper industry and promoting the localization of technology applications
By 2025, Liangshi will serve 12 of the top 20 pulp and paper companies in Southeast Asia, with a 18% market share in Vietnam.
3、 Market Development Practices
3.1 Breakthroughs in Exhibition Marketing
"As a B2B company, Liangshi previously neglected promotional efforts. However, as we became a leader in PFAS Free oil sizing products, we realized the need to proactively demonstrate the value of our technology—to work with customers to foster market awareness and adoption of our PFAS Free oil sizing solutions," said Qian Yi, Head of Overseas Markets.
Since then, Liangshi has shifted from prioritizing in products R&D over marketing to actively participating in professional exhibitions in Thailand, Indonesia, Vietnam, Russia, the United States, Mexico, Brazil and other countries (total 12 international exhibitions, including Inter-Paper). We focused on promoting our PFAS Free Oil Sizing technology, successfully secured local orders and demonstrating the precise value of exhibition marketing.
3.2 Establishing an Overseas Team to Provide Differentiated Products and Solutions.
In terms of team development, Liangshi has established a localized professional team consisting of overseas sales managers, regional managers and account managers, ensuring language coverage and cultural adaptability, enabling efficient market development.
In terms of products, Liangshi's R&D and product application teams, taking into account the varying characteristics of pulp, water, equipment and processes in overseas markets, provide targeted, differentiated product portfolios and application solutions, earning high praise from overseas customers.
Based on local roots, Liangshi deepens its presence in China, expands into Southeast Asia to capture key customers and targets the global market. This is Liangshi's path to global expansion. While the journey to global expansion is "long and arduous," Liangshi has a clear long-term direction: with a professional overseas team as the core driving force, differentiated product solutions as a market advantage, and exhibitions as a key focus, Liangshi will continue to deepen its system certification and patent layout. The future of Liangshi's global expansion is sure to be a promising one.