Manufacturing has always been a stealth champion. According to a survey by German scholar Simon, in 2005, more than 1,200 companies in Germany have taken the lead in their industry, with an average sales of 326 million euros. In 2009, the total sales of molds in China was close to 100 billion yuan, a slight increase compared with RMB 95 billion in 2008. But on average, the average sales of 300,000 mold factories is much lower than that of Germany. The difference is because we lack invisible champions or lack of technology? This time around the topic of invisible champions to talk about domestic molds, many worthy of our discussion.
First, analyze the gap
As the basis of industrial production, the mold industry is a high value-added industry with an average profit margin of over 30%. Among the products of automobiles, electronics, motors, electrical appliances, instruments, meters, home appliances, communications and military products, 60-80% of the components must rely on mold molding. Compared with markets such as Europe and the United States, China's mold industry is in the stage of adjustment and development, and there are some problems under the value of the scenery:
1. The listed companies with low sales are still a minority.
According to statistics in 2006, the number of mold production plants and points reached about 30,000. (This data has not been updated by authoritative organizations, and it reflects the immature data services provided by the mold industry.) If it remains unchanged in 2009, In 2009, the sales volume was more than RMB 100 billion, and the average sales per factory was more than 3.3 million. Such sales are relatively low. From the perspective of listed companies, there are only a few. The main products of Tongling Sanjia Mould are integrated circuit packaging molds, chemical materials and plastic dissimilar material extrusion molds. Among them, the domestic market share of integrated circuit packaging molds is more than 15%, ranking first in the country, and plastic dissimilar material extrusion molds are also in China. The market accounts for more than 30%, ranking first in the country. The total revenue in 2008 was 210 million yuan. Guangdong Giant Wheel Mould is the only one in China that has both the structure of two kinds of radial tire molds, two kinds of crafts, two kinds of material pattern circles and the first automobile radial tire mold company with full EDM technology. The industry scale ranks first in China. . Chengfei integrates one of the four domestic automobile cover parts mold enterprises, and takes the lead in applying the most advanced high-speed milling technology to automobile mold production. It is close to the international advanced level in the quality of mold manufacturing. In Hong Kong, the company has covered 70% of Toshiba's OA system's parts and components processing, and the profit in 2009 was 250 million yuan. Relatively speaking, there is still a certain gap between the sales volume and the output value of the mold. It is necessary to convert most of the output value into the sales of the enterprise, so as to bring more lucrative profits to the enterprise.
2, the industry segment is not clear enough
The market strategy of the stealth champion company is to focus on a certain detail market, continue to develop in depth, and ultimately occupy the majority (mostly more than half) of the market share. However, is it possible for a basic industry such as mold to be realized? The mold market space is often determined by the service target, such as the automotive industry, the home appliance industry, the shipbuilding industry, and the emerging electronics industry, medical industry, etc., involving hundreds of parts and components, looking at the domestic mold enterprises, it is difficult to have A company can take the lead in a certain field. The molds of many domestic manufacturers are also self-produced, and the export types are mainly concentrated in Hong Kong and Taiwan enterprises in the Pearl River Delta. Most enterprises have their manufacturing bias, basically what industries are involved, at the processing stage. The failure of the company to achieve the brand effect has led to Huangyan, Shenzhen and Dongguan being famous for the mold town, but it is difficult to know which company to go to.
3. The development time is long, and the accumulation of customers and brands is insufficient to influence the market.
With reference to many prominent stealth champions in Europe, their average annual sales have exceeded 1 billion euros, and some have already exceeded 3 billion euros. Their development history will take 21.6 years from the beginning to occupy a market. The Chinese mold company is young. However, with the evolution of globalization and the booming of the Chinese market, the pace of the rise of Chinese mold companies is relatively faster or slower? This requires industry standardization, market standardization, and more importantly, the company itself can find another way to find the blue ocean that suits itself.
Second, the future market strategy
The improvement of China's consumption capacity will further stimulate the development of China's manufacturing industry. If the future development is simply to improve technology and improve quality, it is too general. Even a technological innovation requires a clear positioning that is consistent with the company's true market strategy. I have asked the heads of some mold manufacturers, they all said that the patents in the mold industry are still relatively small, and the mold level in China is still relatively low. This also reflects the positioning of the company's development is positioning.
1. Establish a brand from a professional
For the time being, there are not many well-known mold brands. Everyone knows that Huangyan, Shenzhen and Dongguan are the important towns for mold making, but there are not many well-known ones. At present, there are more than ten mold cities, mold parks, and accumulation production bases in the country. There are more than ten projects under construction, preparation, or planning. However, it is only a correct move to truly implement the corporate brand. Just as the mold software is Solidwork or UX or Cimatron, in fact, the goal of design and simulation can be achieved. However, each brand has its own characteristics, which makes customers feel worthy of dependence. The same is true for mold companies. Big can be like Foxconn, "only do the world's top 500 foundry", or like the giant wheel mold dominates the radial tire mold field. The industry involved in molds is wide and large, and the quality of each product is excellent, but it is more convincing, but it is more advantageous to occupy a leading position in a small product.
2. Innovation comes from precise positioning
Innovation is too general if it is simply to improve technology and improve quality. Most of the mold manufacturers bought back the machining center, bought the steel and mold parts, processed them according to the customer's materials and assembled them into molds. What breakthroughs can this process make? It is really difficult. Most of the mold factories can basically produce anything. Whether it is cars, households or electronic products, as long as there are drawings, they will not be rejected. This also leaves the company no time to bet on innovation. It is even difficult to adapt from which aspects of innovation. Some mold companies said that most of the current patents in the industry are still concentrated on technology rather than products. It is difficult to innovate like a mold manufacturer. The market strategy of the stealth champion company is to focus on a certain detail market, continue to develop in depth, and ultimately occupy the majority (mostly more than half) of the market share. The mold market space is often determined by the service target, such as the automotive industry, the home appliance industry, the shipbuilding industry, and the emerging electronics industry, medical industry, etc., involving hundreds of parts and components, in the basic industry such as mold can achieve real Product refinement? Fortunately, some companies have already taken this step, such as the giant wheel and Mold-tech. Mold-tech has thousands of lines and has more than half of the market share in plastic etch. Really can define the product and the market, in order to clarify the positioning of the company, focus on what is good, and the evidence obtained from the development of small and medium-sized enterprises in Europe and America will also obtain greater profits. Whether it is the long tail theory or the blue ocean theory, it refers to the truth of product refinement.
3. Talent is still the key to decision
At the beginning of the year, the labor shortage in the manufacturing industry gave the manufacturing industry a head start. Combined with the factors that our mold enterprises have not developed for a long time, it is not difficult to find the bottleneck of talent shortage. Compared with the invisible champions in Germany for decades, the stability and scale of the enterprise personnel, mold companies should abandon the previous practice of relying on the majority of general workers to create, gradually cultivate their own professional and technical personnel, and truly improve the quality of the enterprise. How to use people, how to cultivate talent is a responsibility of enterprises, but also a challenge for entrepreneurs.
In the new year, China's development has become more eye-catching. The car has broken through 10 million vehicles, the domestic large aircraft is about to take shape, and the shipbuilding industry ranks first in the world, the world's largest consumer market for electronic products. All of these contain opportunities and challenges. We expect China's mold industry to make faster and better progress, and cultivate a group of brand enterprises that are leading the way in core technology, so that Chinese manufacturing can also convince the world in quality and quantity.
First, analyze the gap
As the basis of industrial production, the mold industry is a high value-added industry with an average profit margin of over 30%. Among the products of automobiles, electronics, motors, electrical appliances, instruments, meters, home appliances, communications and military products, 60-80% of the components must rely on mold molding. Compared with markets such as Europe and the United States, China's mold industry is in the stage of adjustment and development, and there are some problems under the value of the scenery:
1. The listed companies with low sales are still a minority.
According to statistics in 2006, the number of mold production plants and points reached about 30,000. (This data has not been updated by authoritative organizations, and it reflects the immature data services provided by the mold industry.) If it remains unchanged in 2009, In 2009, the sales volume was more than RMB 100 billion, and the average sales per factory was more than 3.3 million. Such sales are relatively low. From the perspective of listed companies, there are only a few. The main products of Tongling Sanjia Mould are integrated circuit packaging molds, chemical materials and plastic dissimilar material extrusion molds. Among them, the domestic market share of integrated circuit packaging molds is more than 15%, ranking first in the country, and plastic dissimilar material extrusion molds are also in China. The market accounts for more than 30%, ranking first in the country. The total revenue in 2008 was 210 million yuan. Guangdong Giant Wheel Mould is the only one in China that has both the structure of two kinds of radial tire molds, two kinds of crafts, two kinds of material pattern circles and the first automobile radial tire mold company with full EDM technology. The industry scale ranks first in China. . Chengfei integrates one of the four domestic automobile cover parts mold enterprises, and takes the lead in applying the most advanced high-speed milling technology to automobile mold production. It is close to the international advanced level in the quality of mold manufacturing. In Hong Kong, the company has covered 70% of Toshiba's OA system's parts and components processing, and the profit in 2009 was 250 million yuan. Relatively speaking, there is still a certain gap between the sales volume and the output value of the mold. It is necessary to convert most of the output value into the sales of the enterprise, so as to bring more lucrative profits to the enterprise.
2, the industry segment is not clear enough
The market strategy of the stealth champion company is to focus on a certain detail market, continue to develop in depth, and ultimately occupy the majority (mostly more than half) of the market share. However, is it possible for a basic industry such as mold to be realized? The mold market space is often determined by the service target, such as the automotive industry, the home appliance industry, the shipbuilding industry, and the emerging electronics industry, medical industry, etc., involving hundreds of parts and components, looking at the domestic mold enterprises, it is difficult to have A company can take the lead in a certain field. The molds of many domestic manufacturers are also self-produced, and the export types are mainly concentrated in Hong Kong and Taiwan enterprises in the Pearl River Delta. Most enterprises have their manufacturing bias, basically what industries are involved, at the processing stage. The failure of the company to achieve the brand effect has led to Huangyan, Shenzhen and Dongguan being famous for the mold town, but it is difficult to know which company to go to.
3. The development time is long, and the accumulation of customers and brands is insufficient to influence the market.
With reference to many prominent stealth champions in Europe, their average annual sales have exceeded 1 billion euros, and some have already exceeded 3 billion euros. Their development history will take 21.6 years from the beginning to occupy a market. The Chinese mold company is young. However, with the evolution of globalization and the booming of the Chinese market, the pace of the rise of Chinese mold companies is relatively faster or slower? This requires industry standardization, market standardization, and more importantly, the company itself can find another way to find the blue ocean that suits itself.
Second, the future market strategy
The improvement of China's consumption capacity will further stimulate the development of China's manufacturing industry. If the future development is simply to improve technology and improve quality, it is too general. Even a technological innovation requires a clear positioning that is consistent with the company's true market strategy. I have asked the heads of some mold manufacturers, they all said that the patents in the mold industry are still relatively small, and the mold level in China is still relatively low. This also reflects the positioning of the company's development is positioning.
1. Establish a brand from a professional
For the time being, there are not many well-known mold brands. Everyone knows that Huangyan, Shenzhen and Dongguan are the important towns for mold making, but there are not many well-known ones. At present, there are more than ten mold cities, mold parks, and accumulation production bases in the country. There are more than ten projects under construction, preparation, or planning. However, it is only a correct move to truly implement the corporate brand. Just as the mold software is Solidwork or UX or Cimatron, in fact, the goal of design and simulation can be achieved. However, each brand has its own characteristics, which makes customers feel worthy of dependence. The same is true for mold companies. Big can be like Foxconn, "only do the world's top 500 foundry", or like the giant wheel mold dominates the radial tire mold field. The industry involved in molds is wide and large, and the quality of each product is excellent, but it is more convincing, but it is more advantageous to occupy a leading position in a small product.
2. Innovation comes from precise positioning
Innovation is too general if it is simply to improve technology and improve quality. Most of the mold manufacturers bought back the machining center, bought the steel and mold parts, processed them according to the customer's materials and assembled them into molds. What breakthroughs can this process make? It is really difficult. Most of the mold factories can basically produce anything. Whether it is cars, households or electronic products, as long as there are drawings, they will not be rejected. This also leaves the company no time to bet on innovation. It is even difficult to adapt from which aspects of innovation. Some mold companies said that most of the current patents in the industry are still concentrated on technology rather than products. It is difficult to innovate like a mold manufacturer. The market strategy of the stealth champion company is to focus on a certain detail market, continue to develop in depth, and ultimately occupy the majority (mostly more than half) of the market share. The mold market space is often determined by the service target, such as the automotive industry, the home appliance industry, the shipbuilding industry, and the emerging electronics industry, medical industry, etc., involving hundreds of parts and components, in the basic industry such as mold can achieve real Product refinement? Fortunately, some companies have already taken this step, such as the giant wheel and Mold-tech. Mold-tech has thousands of lines and has more than half of the market share in plastic etch. Really can define the product and the market, in order to clarify the positioning of the company, focus on what is good, and the evidence obtained from the development of small and medium-sized enterprises in Europe and America will also obtain greater profits. Whether it is the long tail theory or the blue ocean theory, it refers to the truth of product refinement.
3. Talent is still the key to decision
At the beginning of the year, the labor shortage in the manufacturing industry gave the manufacturing industry a head start. Combined with the factors that our mold enterprises have not developed for a long time, it is not difficult to find the bottleneck of talent shortage. Compared with the invisible champions in Germany for decades, the stability and scale of the enterprise personnel, mold companies should abandon the previous practice of relying on the majority of general workers to create, gradually cultivate their own professional and technical personnel, and truly improve the quality of the enterprise. How to use people, how to cultivate talent is a responsibility of enterprises, but also a challenge for entrepreneurs.
In the new year, China's development has become more eye-catching. The car has broken through 10 million vehicles, the domestic large aircraft is about to take shape, and the shipbuilding industry ranks first in the world, the world's largest consumer market for electronic products. All of these contain opportunities and challenges. We expect China's mold industry to make faster and better progress, and cultivate a group of brand enterprises that are leading the way in core technology, so that Chinese manufacturing can also convince the world in quality and quantity.
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Zhoushan Jinsheng Bimetallic Plastic Machinery Factory , https://www.jinshenggalloy.com