Innovation makes the company take off and shine in the world

Beijing, June 19 , 2012 – ASSA ABLOY Group , the global leader in door opening solutions, announced that its subsidiary “Guli Security Products Co., Ltd.” was officially renamed “Zhongshan Asa Hale Security Technology” Ltd.", retaining the original Guli trademark. As the earliest wholly-owned enterprise of ASSA ABLOY in China, Guli has won wide respect in the global door-opening field not only by using products and technological innovation, but also to explore the global market with the advantage of ASSA ABLOY brand, and its brand competitive advantage will continue to increase. .

The renaming ceremony was held in Zhongshan Yasa Helai Security Technology Co., Ltd. The leaders and guests attending the ceremony included He Zhiming, general manager of Zhongshan Xiaolan Town Industrial Co., Ltd., and CTO Ulf Sodergren, CSA of ASSA ABLOY Group. Elites from all over the world who participate in the Group's internal management training, General Manager of Guli and 40 management representatives, as well as relevant media. At the official re-launch ceremony, Xiao Yongzhong, president of ASSA ABLOY Construction Hardware Group Greater China, said: “ASSA ABLOY has maintained innovation and service since entering the Chinese market, and through our unique dual-brand strategy, in corporate branding, Technological innovation, channel expansion, talent training and many other aspects have been worked hard, which has greatly promoted the internationalization process of domestic security enterprises and won wide recognition in the market. Since 2001, Guli has become the first of the ASSA ABLOY Group in China. Since the sole proprietorship, the Group has not only brought innovative marketing and management concepts, but also integrated the technological advantages of other brands, so that Guli is advancing rapidly on both domestic and foreign sales tracks. In the future, we must adhere to technology Based on efficiency, innovation, and vigorously increase sales in China, through e-commerce, through the model of direct stores, to expand the domestic market. At the same time, in order to provide more competitive products to the international market, we must pass energy saving and reduce costs. Automated work significantly reduces costs and provides greater freedom for our foreign brother companies

ASSA ABLOY has rapidly promoted the development of China's security market and the improvement of its industry through its cooperation with well-known or strong domestic brands. The combination with Guli is the best proof. From the 1990s, Guli, as a leader in the Chinese lock industry, with its revolutionary product, the ball lock, led the way, and unveiled the prelude of China's lock industry. However, due to the historical conditions and market conditions at that time, it was not smooth on the road to impact world-class leading companies, especially in the European and American markets, and the global sales share was not satisfactory. In 2001, by joining ASSA ABLOY Group, Guli grew from a township lock-up enterprise to a leading high-security trend lock brand. Following the successful launch of the "Jilchi" series of assembly hardware products and the European and American standard series of commercial products such as "Ruige" and "Weigao", Guli launched the electronic alarm escape putter and high in the second half of 2010. A number of high-tech products such as security fingerprint recognition smart locks. In 2012, with the strong support of the Group, Guli continued to seize market opportunities, invested in strong research and development strength and funds, and launched a new generation of super B-class anti-theft lock core - "Terminator" series, through the unique design of the structure With precision machining, it provides maximum protection for users. According to statistics, with the support of the Group's technology and financial support, Guli has applied for more than 100 patents. It has not only been rated as Guangdong brand products and famous trademarks, but also selected as the “National Building Materials Technology Innovation” award.

Yang Xiong, general manager of production, operation and export of Zhongshan Yasa Helai Security Technology Co., Ltd. said: “Before the change of name, Guli has become the largest comprehensive lock production and wholly-owned enterprise in the ASSA and the professional gated product development and manufacturing base. Moreover, high security mechanical locks and smart locks have been applied to internationally renowned brands such as Yale under ASSA AB and have taken solid steps in global cooperation. G&E's technological development direction and brand marketing management, It is inseparable from the strong backing and support of ASSA ABLOY Group. Zhongshan Yassa Helai Security Technology Co., Ltd. will focus on door lock technology, integrating mechanical security, electronic arming, smart home management, intelligent access control, etc. Converging Group's cooperation advantages. With the protection of product lines and marketing channels, coupled with the brand's global promotion platform, Zhongshan Yassa Helai Security Technology Co., Ltd. is very confident to become a shining protagonist on the world stage."

Acquisitions and mergers and acquisitions are the most common strategies in the expansion of international groups. ASSA ABLOY has also used this strategy to rapidly develop into an international group of companies with hundreds of brands in just over a decade. However, as a leader in the global security and door-opening industry, ASSA ABLOY did not adopt the “acquisition-eliminate” strategy, but instead used the “dual-brand strategy” to achieve a unique and successful M&A culture. These innovative initiatives are extremely It has greatly promoted the internationalization process of domestic security enterprises, and has won widespread recognition in the user market and respect for the industry including competitors.

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