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How the “Iron Lady” was Tempered

 

 

 

 

“Take your beloved one to a place she has never been to, give her a merry-go-round trip”, this is what Lizzie Li always believes and has been dedicated to follow in her lifelong career.  Lizzie, as General Manager of LS-Game Amusement Equipment Co., Ltd., now plays important roles in many associations and organizations including being Vice President of Guangdong Commercial Real Estates Investment Association, Vice President of Zhongshan Gaming & Amusement Association, Senior Vice Chairman of Zhongshan Economic Advancement, and Vice President of Tsinghua University MBA Alumni Association among others.  What makes Lizzie’s life so special and how she has married Ls-Game with carousels?  GTI would like to uncover the legend life of this Iron Lady.

Have a dream and try with the best

When talking about her early life experiences, Lizzie told us that she had given up being a regular employee at Zhengzhou Finance Bureau, which was regarded as an iron rice bowl at that time in China.  But Lizzie thought that the youth should be full of passion and ambition, so she left the position and went to Zongshan City, South China where she began her entertainment career at age 21.

When she arrived in Zhongshan, Lizzie worked in an amusement equipment company and she worked from being a finance staff to a salesperson and even a quality tester, where her hard-working attitude was highly appreciated by the management and Lizzie was rewarded with ownership of company shares.  Recalling the past, Lizzie still admitted that period was so unforgettable.  However, life was always dramatic, the company was dissolved which made Lizzie re-design her career life.  Lizzie registered LS-Game company in Hong Kong in 2007, at the very special transformation time when a lot of entertainment enterprises sprang up in Zhongshan, LS-Game faced a lot of difficulties.  “When I began my career, I spent all my time and energy on my job, I stayed at the factory from morning to night.  I knew that I had to try my best because I need to be responsible for the livings of my employees,” Lizzie explained.  “Maybe that’s why I got the Iron Lady name,” Li laughed.  Opportunities are ready for people who are prepared.  In 2009, Ls-Game impressed the industry with its self-developed Six-player Carousel, a right chance for LS-Game to stand out from the fierce competition.  One year later, Lizzie set up the factory in Zhongshan, and till now, LS-Game brand is well recognized by clients from America, Turkey, Russia, Nicaragua, Iraq, Dubai, Guatemala, Syria, Uzbekistan, just to name a few.

 

Enriching oneself is more powerful than pleasing others

Talking about being given the name, Iron Lady, Manager Li thought that title might be a way for her industry peers to express her way to deal with problems.  Moreover, Li pays much attention to quality and service, and she insists these two factors matter for success.  Li doesn’t agree that she is known as a legendary woman of this industry; on the contrary, she places herself as an ordinary woman who just works harder than others and is willing to insist on her dream.  Targeting at the middle and high-end markets, LS-Game has achieved fast growth in the market, well recognized by its excellent quality.  “I’ve been to many international expos and I can pretty well tell you where the differences lie between Chinese products and overseas products.  At present, the mechanical part comes to maturity in China but as for FRP products especially in appearance and detail design, there is much for Chinese manufacturers to learn from.  Many products produced overseas look like art pieces more than goods with their own unique elements, that’s where we have to improve,” Lizzie added.  In fact, Li pays great attention to craft and innovation, one who looks for inspiration by having overseas study tour every year.  2014 was a harvest year for LS-Game; the company established cooperation with Beluga World and Sega.  Before receiving the order from Beluga and Sega, LS-Game had established partnerships with a lot of clients.  “We delayed the shipping for about one week and we felt quite sorry for that, so what we can do at that time was producing the greatest products.  Surprisingly, Sega didn’t claim compensation but decided to extend the partnership because of our excellent quality.  There will always be some problems when cooperating, so we have to fix them and achieve a win-win.  Always put our clients in the first place, that’s what LS-Game insists.  Whatever happens, we should think in other’s shoes and grow with our clients,” Lizzie concluded.  Lizzie added, “Attracting clients lies in the maturity of an enterprise and the highlights of the products.  Enriching ourselves is more powerful than pleasing others.”

Why not have the cake and eat it?

Millions died so that Cesar might be great, was firstly used to state the fact that the success of a general may cost millions of lives but now it is mostly used to describe the fierce competition in the market.  “I feel so much gratitude because I own support from my colleagues, friends and family members--they contribute to my success.  I did spend a very hard time when I came to Zhongshan, luckily I was well affected by my father’s Jewish type education and my mother’s independence and decisiveness, I overcame a lot of difficulties,” Li happily recalled.  Li set up her family in Zhongshan and she always feels proud to get mental support from her family and become the good example for her family.  She said that she was lucky to have both a happy family and a successful career as in many people’s eyes that balancing the career and family life is terrifically hard, especially nowadays.  “I am the one who can have the cake and have the chance to eat it as well.”  Mentioning the dream, Li said, “A person may have different goals in different phases of life, so dreams change as ages grow.  When I was young, my dream is to have the musical instrument I loved, now my dream is to make every staff in LS-Game benefit from what they are working for, manufacture reliable products and bring happiness to families.

Grow with the market, succeed to meet challenges

“Those who are lured by low prices can be lured again.  I want to point out that consumers who can be attracted by low prices cannot be loyal to a brand.  That’s why a low price policy cannot sustain for a long time.  On the contrary, high price consumers seem more loyal because they pay much attention to the brand and the quality,” Li insists to share this to her employees.  Since the two kids policy came into effect in China, the market has seen a sharp increase in new manufacturers with strength.  Many people may not see the positive side of the 2016 market because of the fierce market competition.  However, Lizzie holds different opinions.  She thinks that although the market share may decrease the strong ones will survive and succeed.  No matter how competitive the market is, Li insists on LS-Game’s brand positioning and refusal to enter into the low price market.  “Growing with the market is the best way to face challenges,” Li added.

Li is especially passionate about her career, dedicated to do the best in the industry.  Lizzie is now Vice President of Guangdong Commercial Real Estates Investment Association, Vice President of Zhongshan Gaming & Amusement Association, Senior Vice Chairman of Zhongshan Economic Advancement, and Vice President of Tsinghua University MBA Alumni Association, though she possesses many other titles that Lizzie thinks are far more than an honor but a platform to contribute to the industry and improve herself.  “I am honored to have these titles and enter into the elite circle where I can learn much from others and communicate with the successful ones.  What I believe is that success should be shared by people who share like minds,” Li expressed.  2015 means something special to LS-Game since it has established a partnership with Wanda Group and has become the provider of Wanda Kidsplace and entered into Guangdong Game and Amusement Industry City.  “Make kids grow with their dreams,” the philosophy of Wanda Kidsplace, coincides with LS-Game’s entertainment concept, and both parties cooperate well and enjoy the honeymoon now.  According to Lizzie, 59 Kidsplace opened in 2015 and the market will welcome 68 more this year.  LS-Game, as the provider, now has 16 orders from Kidsplace.  It is estimated that 120 Kidsplace centers will say hi to consumers in 2017.  The fast growth of Kidsplace means both opportunity and challenge for LS-Game.  Li feels confident about the future challenges and believes LS-Game will get recognized by more and more clients.  When asked why LS-Game entered into Guangdong Game and Amusement Industry City, Li explained that only by uniting the industry could you achieve multi-wins.

 

About LS-Game Amusement Equipment Co., Ltd.

LS-Game Amusement Equipment Co., Ltd. specializes in manufacturing amusement machines.  Now the plant area of LS-Game covers 15,000 square meters and the office area covers 2,400 square meters.  LS-Game is a comprehensive enterprise integrated with design, R&D, production, sales and service.  The company targets the small and medium amusement equipment market and has gained recognition by overseas markets for its trustworthy quality and service.

 

Editor’s note

When I interviewed Lizzie, I’d like to call her Li Jie (Jie means elder sister in Chinese), because I was attracted by her friendliness and kindness.  What Lizzie said was full of power and so thoughtful, I can’t help listening to her.  Actually, there are far more things to say about Lizzie, I do believe we can expect to see more about how Lizzie leads LS-Game to stand out from the competition and write a legendary page in LS-Game’s history.

 

※The article is published in the GTI Magazine Issue No. 142 in May, 2016

 

 
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