Battery maker charges into new markets

As a global trading fair, the China Import and Export Fair, or Canton Fair, not only creates opportunities for international buyers, but also helps domestic businesses expand their brands in overseas markets.

Guangzhou Tiger Head Battery Group, a manufacturer of dry cell batteries commonly used in electronic devices, is one of the many beneficiaries.

In Africa, many are  familiar with Tiger Head battery as they’ve had prominent position in the market for years. 

Tiger Head batteries have more than a 50 percent market share in Uganda, Zambia, Chad and Sierra Leone. In some of the countries, the number of market share tops 90 percent, according to the company.

Though the Canton Fair is a platform with huge trading opportunities, companies must compete with high-quality products to make gains in new markets.

Africa has extremely high temperatures, and that puts higher requirements on battery life, a manager of the company said.

Tiger Head batteries are developed using a unique process and material to ensure they are leaking proof, which maintains product stability after the long shipment to Africa, the manager said, adding that this strength helps the product succeed in the African market.

The company said its products have been exported to more than 70 countries and regions including Africa, the Middle East, the Americas, Europe and Southeast Asia, with the an annual sales volume surpassing 6 billion units, and foreign trade volume exceeds $400 million.