A move to meet rising demand for quality water and fight pollution

US-based RainSoft, a provider of residential water conditioning and drinking water systems, is teaming up with PHNIX, one of the largest heat pump manufacturers in China, as it positions its global brands further to respond to the growing demand for quality water in China.

The arrangement will allow PHNIX, a Guangdong-based company that provides solutions for house heating and cooling, to represent the RainSoft product line in China.

"After initial discussions with PHNIX, it became apparent that they met our specific criteria for a water treatment partner in the Chinese market," said Andy Palframan, vice-president at RainSoft. "In the Chinese market, PHNIX has established themselves in the heat pump market. They have a very large distribution network that serves a customer demographic that is very close to RainSoft's customer demographics."

Palframan said the cooperative venture was established carefully after frequent high-level exchanges between the two sides. He and Don Miller, RainSoft international director, spent many weeks in China to nail the deal down. Likewise, representatives from PHNIX visited RainSoft headquarters in Elk Grove Village, Illinois, before the partnership was signed.

"It was important that we find a well-established Chinese firm to represent the RainSoft product line," he said. "We are very pleased to have consummated this agreement with our new partner PHNIX."

RainSoft was established in 1953 to provide whole-house water and air treatment systems for families in the US. The company has grown into an international operation with dealerships in the US and 24 other countries.

Under the agreement, PHNIX has placed sizable orders for household water treatment systems from RainSoft. The first batch has already been arriving in Guangzhou, including their household direct drinking water series. PHNIX will launch RainSoft's water treatment series along with its water-to-air heat pumps on the Chinese market.

China's booming economy is driving a rapid rise in environmental pollution, including water pollution, as more and more Chinese consumers are concerned about the quality of their drinking water.

"Consumers in the US and around the world have become more educated about the foods and water they consume. RainSoft has addressed this issue with consumers in the United States for many years," Palframan said.

He said RainSoft spends considerable resources to develop cutting edge products that address almost every water concern that consumers have. "Our focus continues to be on filtration technologies that provide not only the absolute best protection, but are also green and ecologically sound," he said.

"Our products are also tested and certified for contaminant reduction claims," Palframan said, mentioning as an example its newest drinking water system called RainSoft Ultrefiner II, which utilizes completely recyclable filter cartridges.

"It is this type of technology and development that we can bring to the Chinese market through our partner PHNIX," he added.

The Chinese market is one of RainSoft's primary offshore markets, Palframan told China Daily. The company recognizes the growing demand for quality water in China, and its technologies and products stand to serve this market very well.

"Our cooperation with PHNIX will ensure that we can serve both their existing and new customers throughout China, with a RainSoft product line that addresses the concerns of consumers," he said.

yuwei12@chinadailyusa.com

(China Daily USA 10/22/2013 page2)