It sounds difficult to be concentrated and passionate on one thing for over a decade. However， this is true for Dai Yunfeng， the Executive Director of FOOMAY， who has been working with her staff in almost every business negotiation since the day when the company was incorporated.

As a supplier of products in the fields of oil and gas， FOOMAY is engaged in providing finished goods of high quality to various industries such as petrochemical industry， tools for oil production platforms， manufacturing aviation parts， and shipbuilding industry. Its products can be found not only in domestic market， but also in international markets including the North America， Europe， Middle East， Southeast Asia， and other countries and regions.

As the founder， as well as the pilot of FOOMAY， Dai Yunfeng has achieved great success in both her career and life because of her perseverance， determination， and dedication.

Starting a business

Eleven years ago， Dai started the FOOMAY Group in Singapore. Seven years ago， in 2005， she built a factory in China in order to develop the business of exporting deep processed products.

In order to expand the market and attract clients， she positioned the company clearly as an international group， which focused on the international markets with related products. Cooperating with influential companies in energy industry， she equipped FOOMAY with the competence to develop high-end oil products according to different requirements from clients. Such approach helped the company expand markets internationally and made it outstanding from similar companies in a short time.

Another critical factor for FOOMAY’s success in the beginning was the concentration on quality and emphasis on innovation. To assure the quality， all products are subject to a series of stringent 100% inspections by a qualified team of inspectors including mechanical property， chemical composition analysis， metallographic analysis， and non-destructive testing with full sets of inspection report. Till now， FOOMAY has been awarded the certificate of UKAS ISO 9001 Quality Management System which adds further enhancement to its quality achievements.

After years of business development， FOOMAY has become a specialized international company， and has been recognized as a qualified products supplier and professional metal material solution provider by many famous oilfield service corporations all around the world. These achievements are largely attributed to Dai’s ambition and perseverance.

Insisting on branding management

It is much more difficult to operate and manage the company well than just found it. Dai has made great efforts in both areas to make sure the sustainable development of the company.

“The standard of product management in FOOMAY is whether they can be sold well in the market，” said Dai. “Only by creating highquality products with new technology and independent intellectual property right， can we improve our market competiveness and defeat strong rivals.” In her opinion， branding means outlet， and markets are the final battle of corporations. To win the competition means to compete with courage， skills and competence.

Discontent with the reality as she is， Dai is actually conservative in investment. She said，“I’ll not take actions even if there is only 1% of the risk.” To play it safe， she always adopts market-oriented strategies with snowball technique. Every time when coming up an innovative idea， she will start testing based on the simplest demands in the market， and then go forward after making profits. During this process， Dai has gradually learned how to mitigate risks of diversification， which assures plenty of cash flow to guarantee the stable development of the company. It is the focus on markets that makes Dai appear in almost every negotiation since 2001， because Dai always believes that all derives from the market including demands and technology.

In addition， the management of company resources is realized by advanced SAP R/3 management software， which can automatically control and process the data related to finance， costs， assets， raw materials， quality， human resources， plant maintenance， project management， workflow and so on. By such integrated application， leaders can view the status of each branch in all the departments promptly and accurately， in order to take quick action according to the changes in the market. What’s more， the efficiency has been greatly increased because of the elimination of manual work.

With the aim to build international competitiveness， Dai insists on branding management and leads all the way depending on the mature business model， advanced technology， skilled talents and continuous investment. This has been proved effective with “FOOMAY”becoming the best advertising for the company.

Learning and letting learn

Is it possible for a businesswoman who has a heavy workload every day to be a lifelong learner? It is exactly what Dai is doing. When becoming the leader of FOOMAY， Dai was eager for more knowledge about management so that the company would not lose itself in the fierce competition. Hard work pays off， and Dai gradually turned into an expert in management by learning laws， business management， international trade， WTO rules， etc. She believes the essence of the competition is actually among the talents. This belief gave Dai responsibility to enhance the competence and spark momentum of her staff.

In Dai’s opinion， learning and working cannot be totally separated from each other because of globalization and informationization. Therefore， she advocates concepts of“l(fā)ifelong education， lifelong learning”. In order to cultivate talents and guarantee the development in a sustainable way， Dai has made great efforts as follows:

First， she has made a strategic talent introduction plan to build and enrich the core teams. Second， she discovers talents within the company by means of MBOS management system. The staff are aware of the potentials and opportunities for a better position， thus they are more willing to learn and improve for their dreams. Third， she invites McKinsey to perform target management in the company， which includes KPI (Key Performance Index) and PPO (Personal Performance Objective). During the process of learning， competing and surpassing， everyone can spiral upward to higher competence. Fourth， she encourages the staff to learn in their spare time and reimburses all the tuitions once they get a certification. All these approaches are aimed at improving the quality of talents， who will in turn create more profits for the company.

Looking into the future

In the past eleven years， Dai has led FOOMAY towards success and prosperity. Speaking of the future， Dai said， “We will continue committing ourselves to improving innovation ability， and follow the principles of providing best quality products to all the customers with honesty and further quality improvement plan.”

It is Dai’s pursuit to provide best products to the society， maximize profits for the company， and guarantee the optimum benefits of the staff. In the next five years， which is also the “Twelfth Five-Year Plan” period of China， FOOMAY is aimed to be a world-known national energy organization.

Although the road ahead seems endless and faraway， they have started to pursue， perceive and create with determination and perseverance.