--Interview with Mr. He Zhenhu, General Manager of Shanghai Songde CNC Tool Manufacturing Co., Ltd.
The 10th Shanghai International Machine Tool Show was held at the Shanghai New International Expo Center from July 9th to 12th, 2008. At the Dongbo Exhibition, the reporter interviewed Mr. He Zhenhu, the general manager of Shanghai Songde CNC Tool Manufacturing Co., Ltd.
Reporter: Please briefly introduce your company's business situation and product types and characteristics.
He Zhenhu: Our company was founded in 2004. It is a professional CNC tool manufacturer specializing in the production of boring tools. The products are mainly used in the processing of box processing such as injection molding machines, reducers, automobile gearboxes and clutch housings. The company's main products are: BR series modular double-edged rough boring tool, BHF series modular single-edge fine-tuning precision boring tool, BLR series bridge double-edged rough boring tool, BLF series bridge single-edged fine-tuning precision boring tool and various Indexable milling cutter. Among them, the modular boring tool series adopts the advanced E-SNT short cone interface connection, which has extremely high connection precision and rigidity. The BHF series fine-tuning precision boring tool is the first fine-tuning precision boring tool developed in China with an adjustment precision of 0.01mm. We have applied for three patents at the moment. In addition, the company can design and manufacture a variety of non-standard tools according to customer needs. The product can completely replace imported products, and the price is very low compared with imported products, which is very competitive in the market.
Reporter: What is the company's development goal?
He Zhenhu: Our goal is very clear: to be the best and largest professional filer in China, completely replacing imported products and providing the most cost-effective file for Chinese and world customers. Some people say that you are so beautiful and so good. It is not very good to play other people's brands to make OEM. I said that this is not our goal, especially my experience in the tool industry for many years. I very much hope that our nation can Have a high-quality tool brand of its own, and have the strength to compete with international big brands. Therefore, the initial goal of our company is to compete with foreign big brand companies, not domestic similar enterprises. The current price of our products is higher than that of domestic similar products, and even higher than similar products in Taiwan, which shows that the quality of our products has been clearly leading in China. We have to compete directly with similar foreign brands, and our prices are better than They are much cheaper, and the price advantage of our products is reflected. In the past few days, many foreign agents came to us to talk about our products. I think there will be more domestic and foreign customers using our tool products in the near future.
Reporter: How does the company let customers trust your products?
He Zhenhu: Although we believe that our products can completely replace foreign imported file products, it is a process that requires customers to accept. Just like the home appliance industry in our country, we are more willing to buy foreign products and think that their products are guaranteed. Today, most of us will choose our own home appliance brands, and our home appliances are also in the world. The best, the share is also the highest. In order to let our customers quickly understand and choose our boring tool products, the method we use is to let customers compare the cutting of our products with imported products, what parameters are used for importing tools, and what parameters are available for our knives. Try it first, and make an objective evaluation of our products through the customer's own actual experience. The customer feels good, willing to buy, we talk about the price, which also shows that we are very confident about our products. Before we made the product, the adjustment precision of the domestic fine boring tool product was two filaments, and our adjustment precision can reach a trace. Our products have been compared with similar products in Japan in the speed reducer processing industry, 7.24 times We have no problem with the aspect ratio. We have a hard time comparing it, and finally we got the order. At present, our customers are mainly private enterprises in Shanghai and Jiangsu and Zhejiang provinces. Because of their relative changes in state-owned enterprises, their concept is more likely to change, and their awareness of cost savings will be stronger. Not long ago, we just participated in a procurement competition in Ningbo. It is also competing with a Japanese company. When the products meet the requirements of the company, they are tens of thousands. We only have a few thousand dollars. As a result, we got the order. It can be said that in the process of selling products, we are also changing the old concept of many domestic customers. We are also very happy to do this because it is also a responsibility of our national enterprise.
Reporter: What does the company rely on to achieve this goal and what are the plans for the next step?
He Zhenhu: Good products must be produced with good equipment. Now our processing equipment is mainly from the United States, and the testing equipment is used in Germany. Next, with the increase of production capacity, we have to buy some German ones. High quality grinding machine and testing equipment.
In addition, we have also made great efforts in management. We must continue to win more customers through our high quality, low price (relative to international big brand slashing competitors) and excellent service. In the next step, we will soon establish multiple offices across the country, such as Guangzhou, Shenyang, Xi'an, Wuhan, Chongqing, etc. Because good quality is not a two-factory, it is convincing that most companies recognize it. We will treat and serve every customer seriously, because sometimes the customer is the best salesman of your product. As I said before, most of our customers are private companies. They usually have their own social circle. Also willing to introduce their good products to their relatives and friends.
Reporter: In recent years, raw material prices have skyrocketed, and many companies are facing a lot of survival pressure. How does the company view this situation?
He Zhenhu: Indeed, the prices of international raw materials have risen rapidly in recent years. In particular, the prices of important raw materials such as iron ore and petroleum have risen further this year, which has caused a lot of pressure on many Chinese enterprises, especially manufacturing. But I think this has given us a great opportunity for development, because our products are not only comparable in quality to foreign imports, but also have an advantage in price. Many companies have tried their best to reduce costs at this time. Finding products with higher cost performance is a good way to save, and our products can meet their requirements. Looking at the sales situation in the first half of the year, it is also very good. The facts reflect that the sales volume has increased a lot compared with the same period of last year, reaching 10 million sales (more than last year's annual turnover), we believe that when customers use our products, they will feel that our products are indeed As promised by us - quality and price.
Reporter: The company's sickle business is booming, and it is possible to engage in other tool production in the future.
He Zhenhu: Actually, we have also done milling cutters at the beginning, but we have not done it for two or three months, because the milling cutters are relatively large in use and the market competition is quite sufficient. Moreover, our domestic turning tools and milling cutters have made great progress. Many of them have international competitive strength. However, in terms of sickle, there are no domestic companies with international competitive strength. After careful research and analysis, we have considered In the end, we have established a production model that specializes in the sickle, because you do everything, and you don't see the best, but concentrate on making a product, and the relative goal will be clearer. It's relatively easy to make a product, but building a brand is not so easy. Although our products have been recognized by many customers, there are still many distances from building an influential brand. Therefore, we still have to stick to it. Our initial thoughts and our goals. I believe that when we participate in the Beijing International Machine Tool Show next year, we will show the updated face and strength to the customers in the industry. At that time, we also hope that you can visit our booth again.
The 10th Shanghai International Machine Tool Show was held at the Shanghai New International Expo Center from July 9th to 12th, 2008. At the Dongbo Exhibition, the reporter interviewed Mr. He Zhenhu, the general manager of Shanghai Songde CNC Tool Manufacturing Co., Ltd.
Reporter: Please briefly introduce your company's business situation and product types and characteristics.
He Zhenhu: Our company was founded in 2004. It is a professional CNC tool manufacturer specializing in the production of boring tools. The products are mainly used in the processing of box processing such as injection molding machines, reducers, automobile gearboxes and clutch housings. The company's main products are: BR series modular double-edged rough boring tool, BHF series modular single-edge fine-tuning precision boring tool, BLR series bridge double-edged rough boring tool, BLF series bridge single-edged fine-tuning precision boring tool and various Indexable milling cutter. Among them, the modular boring tool series adopts the advanced E-SNT short cone interface connection, which has extremely high connection precision and rigidity. The BHF series fine-tuning precision boring tool is the first fine-tuning precision boring tool developed in China with an adjustment precision of 0.01mm. We have applied for three patents at the moment. In addition, the company can design and manufacture a variety of non-standard tools according to customer needs. The product can completely replace imported products, and the price is very low compared with imported products, which is very competitive in the market.
Reporter: What is the company's development goal?
He Zhenhu: Our goal is very clear: to be the best and largest professional filer in China, completely replacing imported products and providing the most cost-effective file for Chinese and world customers. Some people say that you are so beautiful and so good. It is not very good to play other people's brands to make OEM. I said that this is not our goal, especially my experience in the tool industry for many years. I very much hope that our nation can Have a high-quality tool brand of its own, and have the strength to compete with international big brands. Therefore, the initial goal of our company is to compete with foreign big brand companies, not domestic similar enterprises. The current price of our products is higher than that of domestic similar products, and even higher than similar products in Taiwan, which shows that the quality of our products has been clearly leading in China. We have to compete directly with similar foreign brands, and our prices are better than They are much cheaper, and the price advantage of our products is reflected. In the past few days, many foreign agents came to us to talk about our products. I think there will be more domestic and foreign customers using our tool products in the near future.
Reporter: How does the company let customers trust your products?
He Zhenhu: Although we believe that our products can completely replace foreign imported file products, it is a process that requires customers to accept. Just like the home appliance industry in our country, we are more willing to buy foreign products and think that their products are guaranteed. Today, most of us will choose our own home appliance brands, and our home appliances are also in the world. The best, the share is also the highest. In order to let our customers quickly understand and choose our boring tool products, the method we use is to let customers compare the cutting of our products with imported products, what parameters are used for importing tools, and what parameters are available for our knives. Try it first, and make an objective evaluation of our products through the customer's own actual experience. The customer feels good, willing to buy, we talk about the price, which also shows that we are very confident about our products. Before we made the product, the adjustment precision of the domestic fine boring tool product was two filaments, and our adjustment precision can reach a trace. Our products have been compared with similar products in Japan in the speed reducer processing industry, 7.24 times We have no problem with the aspect ratio. We have a hard time comparing it, and finally we got the order. At present, our customers are mainly private enterprises in Shanghai and Jiangsu and Zhejiang provinces. Because of their relative changes in state-owned enterprises, their concept is more likely to change, and their awareness of cost savings will be stronger. Not long ago, we just participated in a procurement competition in Ningbo. It is also competing with a Japanese company. When the products meet the requirements of the company, they are tens of thousands. We only have a few thousand dollars. As a result, we got the order. It can be said that in the process of selling products, we are also changing the old concept of many domestic customers. We are also very happy to do this because it is also a responsibility of our national enterprise.
Reporter: What does the company rely on to achieve this goal and what are the plans for the next step?
He Zhenhu: Good products must be produced with good equipment. Now our processing equipment is mainly from the United States, and the testing equipment is used in Germany. Next, with the increase of production capacity, we have to buy some German ones. High quality grinding machine and testing equipment.
In addition, we have also made great efforts in management. We must continue to win more customers through our high quality, low price (relative to international big brand slashing competitors) and excellent service. In the next step, we will soon establish multiple offices across the country, such as Guangzhou, Shenyang, Xi'an, Wuhan, Chongqing, etc. Because good quality is not a two-factory, it is convincing that most companies recognize it. We will treat and serve every customer seriously, because sometimes the customer is the best salesman of your product. As I said before, most of our customers are private companies. They usually have their own social circle. Also willing to introduce their good products to their relatives and friends.
Reporter: In recent years, raw material prices have skyrocketed, and many companies are facing a lot of survival pressure. How does the company view this situation?
He Zhenhu: Indeed, the prices of international raw materials have risen rapidly in recent years. In particular, the prices of important raw materials such as iron ore and petroleum have risen further this year, which has caused a lot of pressure on many Chinese enterprises, especially manufacturing. But I think this has given us a great opportunity for development, because our products are not only comparable in quality to foreign imports, but also have an advantage in price. Many companies have tried their best to reduce costs at this time. Finding products with higher cost performance is a good way to save, and our products can meet their requirements. Looking at the sales situation in the first half of the year, it is also very good. The facts reflect that the sales volume has increased a lot compared with the same period of last year, reaching 10 million sales (more than last year's annual turnover), we believe that when customers use our products, they will feel that our products are indeed As promised by us - quality and price.
Reporter: The company's sickle business is booming, and it is possible to engage in other tool production in the future.
He Zhenhu: Actually, we have also done milling cutters at the beginning, but we have not done it for two or three months, because the milling cutters are relatively large in use and the market competition is quite sufficient. Moreover, our domestic turning tools and milling cutters have made great progress. Many of them have international competitive strength. However, in terms of sickle, there are no domestic companies with international competitive strength. After careful research and analysis, we have considered In the end, we have established a production model that specializes in the sickle, because you do everything, and you don't see the best, but concentrate on making a product, and the relative goal will be clearer. It's relatively easy to make a product, but building a brand is not so easy. Although our products have been recognized by many customers, there are still many distances from building an influential brand. Therefore, we still have to stick to it. Our initial thoughts and our goals. I believe that when we participate in the Beijing International Machine Tool Show next year, we will show the updated face and strength to the customers in the industry. At that time, we also hope that you can visit our booth again.
CHANGZHOU ANTALYA TOOL AND MACHINERY CO., LTD. , https://www.atly-tool.com