Issue 25

Porcelain is one of Thailand’s most important export goods, with a total export value of over 1.6 billion baht in 2014. Horizon Thailand meets the deputy managing director of Patra Porcelain.

What does you company specialise in?
Patra is one of the world’s leading porcelain and bone china manufacturers. We are proud of our quality, consistency and design. We have more than 30 years of experience especially in the hospitality segment where standards are very high. Patra’s craftsmanship is outstanding and well received by our customers. Our people are experienced, detail-oriented and passionate about their work. In tableware business, details matter. We work with designers and users around the world to develop tableware shapes and patterns.

What are your main export markets?
Patra exports to every continent in the world. Our main markets are the United States, Europe and Asia. For the Asian Economic Community (AEC), we have 100% coverage via various types of distribution.

 What do you have planned for 2015?

Patra’s plan has been consistent from the beginning. We look for sustainable growth. In order to achieve this, we work very hard in three areas – grow with our customers, penetrate into potential markets, and improve production efficiency. We will work more closely than ever with our customers across every region. Understanding them and their customers’ needs is very important. Untapped territories will be a part of our growth in 2015. Production has always been Patra’s core strength. We have delivered our products to a very high standard at every step of the production. Currently, we are working with technology institutes and universities to go further. The competition is very intense and production efficiency will remain one of our core competencies.

How do you keep up with industry trends?
There are three key activities we do. We encourage our designers not only to come up with ‘right’ designs, but to work the design to accommodate our end users’ needs. As for external designers, we are working with experienced designers around the world to create our growth pipeline. Our end users are one source of information on behaviour changes. The ability to adapt to the changes must be quick and gradual. Production improvement is a must if a manufacturer wants to keep up with the group. There are always new machines, new processes and new capabilities for us to work with. Our people are always enthusiastic to study and find out how new things will help them deliver a better result.

What are the strengths of Thailand's porcelain industry?
What makes Thailand’s porcelain industry stand out is our craftsmanship. Any company in the world can have an automatic pressing machine and get the same things out of the machine. When it comes to details or when end users need modification, a human touch, design or look beyond machine limitations, Thai craftsmanship stands out.

What benefits will the AEC bring to your business and the industry in general?
In theory, AEC implementation will remove tax and tariff walls in the community. The industry will have more access to and, at the same time, more competition within the region. It will also create more chances for players to unite and work as partners.