Golden Horse Amusement Equipment Company
CASE STUDY A
S one of the first manufacturers of amusement machines for theme parks and FECs in China, Golden
Horse started its current line of business in 1983. The group is now involved in the design, manufacture and installation of amusement equipment for a wide range of markets, as well as theme park investment and management.
SINCE its inception, Golden Horse has become one of biggest and most famous ride companies in China, and the name is now synonymous with the region’s recent prosperity. The firm is a certified member of the executive council of the Chinese Association of Amusement Parks and Attractions (CAAPA), while president and general manager ZhiYi Deng is also the vice-president of CAAPA and vice-president of the GuangDong Association of Special Equipment.
Golden Horse’s headquarters in the manufacturing hub of
Zhongshan City occupies an area of 44,000 sq m, with various workshops - an electric plant, a machinery plant, the fibreglass plant and an installation plant - taking up more than 30,000 sq m. “Golden Horse understands the importance of skilled workers,” the company said. “So we invest highly in skilled workers and professional engineers, and we also work very closely with international companies for the international market.”
Milestones Golden Horse was established as a machinery factory
by the Chinese government in the 1960s and started making amusement rides in 1983. In the 1990s, the
development of China’s amusement industry was speeding up and Golden Horse had already become the number- one manufacturer of small to medium-size equipment. As more and more competitors joined the market, Golden Horse was reformed into a private company in 1999 and extended its product range to cover small, medium and large equipment for theme parks, FECs and waterparks. By 2005, Golden Horse was again a leader in the industry in
China, investing in more engineers and expanding its research and development further into new equipment, while seeking to protect its own unique brand and copyrights. From an operations perspective, in 2005 the firm invested in
Guangzhou Children’s Park - the first children-themed park in China. The successful resort was designed, built and invested in wholly by Golden Horse. According to the group, this marked a significant milestone, as it provided an understanding of the wider processes in the theming industry.
Continued expansion Although China remains Golden Horse’s primary market,
accounting for 80 per cent of group revenue, the remaining 20 per cent is derived from a diverse range of global markets, including the US, Russia, Japan, the UK, South Korea, Mexico, Jordan, Saudi Arabia, Vietnam, Indonesia and India, among others. Looking ahead, Golden Horse anticipates international sales to
reach 40 per cent in the next few years, as the group continues to meet and exceed international technical standards. Stressing the importance of the group’s corporate
responsibility initiative, Deng said: “Quality control is our top priority. This makes all our products secure and reliable - we have never had any accidents since we started the business. Our quality control system is based on ISO:9001 and our quality control department includes a computation office, a laboratory, the harmless penetrant inspection department, an electric inspection office, examination in fabrication and finished rides check-up. All the rides must go through strict inspections before leaving the grounds.” Golden Horse is currently building a new theme park in
Zhongshan, with the waterpark section due to open this summer and the main park pegged for a 2011 ribbon-cutting ceremony. Deng concluded: “We will design and develop, over the
next few months, a new motorbike-inspired roller coaster, along with a new water coaster, family coaster, 4D theatre, a 100m-high Ferris Wheel and more than 10 other new rides. Golden Horse would also like to co-operate with international companies to discover more opportunities.”
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