ADJ Enters China Market

ADJ has taken a major step toward becoming a truly global lighting supplier by opening a sales and distribution facility in the world's most populous nation. Located in the city of Pan Yu, the new Guangzhou ADJ China will sell ADJ products exclusively to the Chinese market.

According to Toby Velazquez, president of the ADJ Group, the company's move into China was prompted by feedback from Chinese consumers, club owners, and concert managers. "End-users in China have been exposed to our lighting products in other countries whether in Asia or elsewhere; and have been impressed by their performance as well as by our branding. Over the past few years, more of these end-users have been asking where they can get our products in China. Our new operation in Pan You was started in response to this demand."

The ADJ products offered by the new operation will be similar to the lighting ADJ has marketed so successfully in other parts of the world. However, some modifications have been made in some products to reflect the needs of Chinese customers.

"We have a long and very positive history in China and our roots here are deep," said Velazquez. "We've drawn upon this heritage as well as the input from our Chinese associates to create products that reflect local consumer needs. In this respect, we're doing what KFC, Walmart, and other US companies that have succeeded in China have done."

Although some of the products ADJ offers in China will vary slightly from the company's US and European lines, they will be developed following the same "quality-at-an-affordable-price" philosophy that has guided the company since it was founded in 1985.

The products sold in China will also be marketed under the same customer-centric principle that emphasis building relationships with end-users and supporting ongoing educational efforts like ADJ University.

"ADJ has always believed in doing more than just selling products; our success is also built on supporting markets," said Velazquez. "This is the philosophy we've followed all over the world and what it's what we'll follow in China."

The ADJ Group sells lighting, audio, and trussing products in North and South America, Europe, Asia, Africa, and Australia. The company is headquartered in Los Angeles, California. Its European home office, which is headed by ADJ Europe president Dirk Kast, is based in Kerkrade, The Netherlands.