Company turns the tables on itself

It gave legs to the sport, and now it has become an organizer of snooker tournament

As China's prowess as a snooker-playing country has grown, a Beijing company that makes tables for the sport has also gained a global reputation.

Xingpai Group has also drawn massive international exposure and recognition as a result of its longstanding sponsorship of the Chinese player Ding Junhui.

Gan Liantong, deputy chairman of Xingpai, says the brand's growing international image is not just a result of its ties with Ding.

"Xingpai's overseas expansion could not have been achieved without the progress of the sport in China and the performances of Chinese players."

In initiating and running the annual Haikou World Open since 2012, Xingpai has been shifting its role from event sponsor to organizer.

Hosting the tournament was a milestone for the company "because we are trying to upgrade our business from simply producing equipment to taking part in every area of the industry", Gan says.

Xingpai's international reputation was built on the back of a decision by the World Professional Billiards and Snooker Association in 2007 to certify the company's billiard tables as official equipment. Previously, the British table maker Riley was the only company with such recognition.

Xingpai's products have been exported to more than 30 countries and regions, including Canada, Europe, Russia and the United States.

"As the industry leader in China, we feel we carry a great deal of the responsibility for promoting the game in China as well as the image of Chinese companies around the world," Gan says.

"We are particularly proud of being able to create products that respect intellectual property rights and at the same time help Chinese players win more titles."

Xingpai Group, which was founded in 1987, initially acted as an original equipment manufacturer for foreign brands and began making its own reputation by providing tournament tables for the British Snooker Premier League in 2006.

The company's advanced technology, after-sales service and commitment to promoting the game have reaped solid trust from the world association, which during the China Open this month announced that it had extended its partnership with the company for another five years.

Jason Ferguson, chairman of the association, hailed Xingpai's role in promoting the game internationally.

"Five years ago snooker was basically only played in Western countries, but today I am happy to see it is becoming a truly global sport," he said at the recent Haikou World Open.

"China is now hosting one-third of all international competitions, thanks to the Xingpai Group."

Under the new partnership, Xingpai will continue providing funding, technology and equipment support to the association and, with the association, help to organize and market events.

After Britain, China offers the world's biggest stage for snooker players, boasting five major tournaments and four tournament series.

John Higgins, a four-time world title winner, also praises Xingpai's efforts to popularize the game in China.

"All the players love to come to China to compete or to do other promotions. We feel proud about coming here, and also going to other Asian tournaments. Xingpai has given us opportunities to develop snooker in China and in the world."

Apart from Ding, who signed with Xingpai in 2008, the brand's global ambassadors include the Scottish player Stephen Hendry, the English two-time world championship runner-up Allister Carter and the Hong Kong player Marco Fu.

"Being on the world stage is a major achievement for us, and signing international stars will bring wider public attention to the sport and our brand," Gan says.

sunxiaochen@chinadaily.com.cn

(China Daily European Weekly 04/18/2014 page25)