Lighter hub shines as world leader in production(3)

Diversifying products

To diversify Shaodong lighter products, the local government established a research institute in 2017.

The institute has conducted technological research on common issues, developed more than 30 new pieces of equipment and products, and obtained 276 intellectual property and 47 invention property patents, according to the local government.

The county now has more than 1,000 researchers working in the lighter industry and spends around 200 million yuan in research and development annually, with 38 percent of its products updated every year, Ouyang said.

The development of the industry has also ensured that local people can find jobs near their homes without needing to migrate to big cities for work.

Wang Jianing, a sales representative for Dongyi, remembers clearly her first order 13 years ago when she sold 6.6 million lighters worth $500,000 to Bangladesh clients.

Now she can sell more than 300 million lighters a year, an "enormous and daunting" number that she takes great pride in.

She graduated from a university in Guangzhou, Guangdong, after majoring in bioengineering, and returned to her hometown to work as a sales representative dealing with foreign clients.

At the start, her base salary was 1,800 yuan per month. She did not make any sales in the first three months and thought about quitting. But the Bangladesh deal, which landed her a 6,000 yuan bonus, gave her an incentive to stay.

After that, she rarely took a break from her job and even worked at the weekend. She paid close attention to her clients' needs and due to time zone differences often worked very late.

She quickly got better at her job, and in her third year became the company's best salesperson.

"Diligence is the key. I usually start working at 8 am and return to the dormitory around midnight," she said.

She learned sales skills from scratch and also worked hard to improve her English proficiency.

"Lighters are a necessity for people. Our products are sold all over the world," she said.

Even during the COVID-19 pandemic, the lighter business did not take a hit, as people stuck at home tended to smoke more, she said.

The key to cultivating clients is to treat them with sincerity and respect. Salespeople need to choose the products best suited for their clients based on their conditions, personality, background and market, she said.

"You can be friends with your clients, talk with them regularly, bring the relationship closer, but the key is that it should be a love-hate relationship," she said. "Your clients need to feel they cannot leave, but they are also displeased they cannot get a better offer from you."