-- Himel, a globally acclaimed manufacturer and supplier of electric products, convened its first global distributor conference in Bangkok since 2019, bringing together distributors from over 40 countries. The event underscored the company's robust growth trajectory, commitment to innovation with over 150 new products, and a strategic focus on expanding its global footprint, which already spans across 60 countries, particularly in emerging markets and the renewable energy sector.
The conference, held after a five-year hiatus due to the pandemic, marked a significant shift from previous regional meetings. "This time, we bring everybody from the whole world here," explained Koon San ANG, Himel’s International Sale Leader. "We have about 77 people coming from about 40 countries. One reason is to show our appreciation to these partners... With the interaction, it will help to boost the confidence of the partner, so they know we are doing a lot of tremendous things in different parts of the world."
Bangkok was chosen not only as a convenient international travel hub but also to launch Himel's new global tagline: "Powering Infinity." Mr. ANG elaborated, "It's basically to create an environment so that everybody is able to achieve their dreams... to create a sustainable environment where everybody will have a better environment."
From Spanish Roots to Global Player
"The product portfolio has really increased," noted Mr. ANG, expanding to encompass low-voltage final distribution, industrial automation, and control products.
Himel targets diverse segments, including affordable housing, residential and commercial construction, and industrial applications. Its core philosophy centers on providing high-quality, reliable, affordable, and accessible electrical solutions.
"Our mission hasn't changed: provide accessible, affordable, reliable low-voltage components to 6 billion people,” said WenJie QI, International Business GM.
Partnership-Driven Growth
Himel's market strategy is distinct. "Our main go-to-market is we go into a country, we select the best partner... and we work with them to penetrate the market," stated Mr. ANG. He emphasized the importance of strong relationships built on a shared mindset, passion, and strategy. Crucially, partners must have the capacity to maintain sufficient stock, ensuring product availability – a key factor in today's market.
This partnership model extends beyond distribution. Himel actively supports its partners by engaging end customers like developers and system integrators, offering technical expertise and value engineering.
"Our mission is clear: put the right product in the right market, and always guarantee safety and quality. That's the bottom line,” said Mr. QI.
Currently present in over 60 countries with more than 130 distributors, Himel sees significant growth potential. While Southeast Asia currently accounts for 40 percent of its business, Mr. ANG anticipates a shift, with Eastern Europe, Middle East, and Africa (EEMEA) potentially reaching 70-80 percent of the volume due to vast untapped markets. However, he stressed that growth is expected across all regions.
Navigating Challenges and Localizing Production
Expansion isn't without hurdles. While Southeast Asia presents challenges primarily from localized competitors, Mr. ANG sees the region as relatively stable. In contrast, EEMEA faces currency volatility and political instability. Import restrictions in some African nations are driving a key strategic move: localization.
"If I do not have a manufacturing facility in the country, I'm not able to sell my product," Mr. ANG explained. Consequently, Himel is establishing manufacturing bases overseas, starting with Saudi Arabia and Algeria, with three or four more countries in the pipeline.
"We want to make sure that the facility we set up is state-of-the-art... making it right the first time."
In Thailand, Himel acknowledges being relatively new. Penetrating projects with pre-specified brands is challenging, but the company is actively seeking strong local partners with shared energy and passion to accelerate growth. Marketing strategies are multi-pronged, involving digital branding (Facebook, Instagram, TikTok), e-commerce partnerships (Shopee, Lazada, Amazon), customer events, and impactful factory visits – last year, 100 Thai customers visited Himel's facilities.
Innovation at the Core
Mr. QI highlighted Himel's recent launch of over 150 new SKUs, emphasizing the critical role of electrical products in safety. "The bottom line for us is to guarantee the product quality, guarantee the safety," Mr. QI stated. Leveraging technology from parent companies and internal innovation, Himel aims to continuously raise the bar.
New offerings span from redesigned home switches with integrated USB and smart features to high-volume Mini Circuit Breakers (MCBs) – producing nearly two million poles daily – and integrated distribution boxes. "We are the unique company providing the one-basket solutions," Mr. QI asserted, contrasting Himel's integrated approach with competitors who assemble components from various brands. Innovations extend to industrial applications with high-performance capacitors and Moulded Case Circuit Breakers (MCCBs) incorporating advanced thermal and magnetic technology.
Himel is also adapting to market trends like increased industrial automation, which demands better power quality management, and the rise of renewable energy. "We have a dedicated production line... we call it renewable energy sector," said Mr. QI, providing DC and AC solutions for solar farms and microgrids.
Commitment to Sustainability and Social Responsibility
Beyond products, Himel is deeply invested in sustainability. Mr. QI described their "green factory" initiatives in China, including solar roofs, energy storage, high material recycling rates, reduced transportation through integrated industrial parks, and purchasing green energy.
“We’re not making solar panels or turbines—but we manage everything behind them: DC/AC cubicles, and home energy systems. That’s our role in the renewable energy transition,” said Mr. QI.
This commitment extends to Corporate Social Responsibility (CSR). Mr. ANG detailed initiatives like providing solar lamps in rural Myanmar, technical training for aspiring electricians in Cambodia, and sponsoring labs at Don Bosco schools.
"Sustainability isn't just a goal—it's part of how we design, build, and give back. Powering dreams means lighting up every level of life, from homes to hopes." Mr. ANG affirmed. "By giving is a blessing."
Future Outlook: Powering Billions
With a mandate for accelerated growth – Himel remains focused on its long-standing mission. "We are providing the accessible, affordable, reliable, low-voltage component to 6 billion populations," stated Mr. QI. He described Himel's evolution through phases: absorbing knowledge from R&D, designing products, and now entering a third phase centered on the customer, emphasizing local presence and adaptation.
As Himel powers forward, its blend of reliable products, strategic partnerships, continuous innovation, and a strong sense of social responsibility positions it to make significant inroads in electrifying homes, industries, and communities worldwide.
Article source: Bangkopost.com
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