The hot sales of Wangwang have made the popularity of China's SUVs even faster.
Not to mention Great Wall, Changan, Chery and other companies that already have SUV models, companies such as Changan Ford, Didu Hyundai, Yangcheng Honda and other companies that did not originally have SUV models have also accelerated the introduction of SUVs.
Behind the SUV craze, hot stamping is obviously even more popular.
All companies that engage in stamping parts, and even companies that engage in molds, are thinking about getting a share of this market.
Relatively speaking, the profits of hot stamped parts in this era are not bad.
The cost pressure of various OEMs, especially the cost pressure of joint venture car companies, is far from as great as that of later generations.
For example, for a solder joint on a car body, among the suppliers of various joint venture car companies, there are many people who quote about 0.2 yuan for a solder joint.
There are even offers for 0.3 yuan per solder joint.
But in later generations, let alone 0.3 yuan per solder joint.
If the price of a solder joint in your quotation exceeds 0.1 yuan, the OEM's procurement will have to fight you for 300 rounds.
Even your quotation is simply uncompetitive and you won’t get an order.
This has something to do with the current high car prices.
Many people in the automotive industry have already felt the arrival of this wave of dividends.
Those who are more active in action have already begun to move forward.
Chen Liang is a typical representative among them.
At the beginning, he worked as a sales manager at FANUC and lived a very comfortable life for several years.
However, FANUC's CNC system and welding robot were defeated by the Nanshan Group, and life in China suddenly became difficult.
Chen Liang's immediate boss was also transferred elsewhere, so he also chose to change jobs.
But this time he was not very lucky in changing jobs.
Although he had fully analyzed it before changing jobs, he felt that Sodick's advantages in mold processing equipment were very solid, so he changed jobs.
Who would have thought that this time they would encounter Nanshan Equipment's large-scale entry into grinders, lathes, milling machines and other mold processing equipment, causing Sodick's turnover in China to plummet.
Seeing that the bonus was getting worse year by year, Chen Liang once again chose to change jobs.
He has always been working in the equipment field, so naturally he hopes to choose an equipment manufacturer.
In this way, the advantages of past experience can be fully utilized.
After many choices, he finally went to the TRUMPF Group in Germany.
Since the company was founded in 1923, TRUMPF has been committed to providing users with technical solutions.
Whether in the field of machine tools and power tools for sheet metal manufacturing, or in the laser technology and medical industries, TRUMPF leads the trend through technological innovation.
TRUMPF's turnover in 2006 reached 1.65 billion euros, making it an absolute giant in the equipment field.
TRUMPF has four business departments: machine tools, laser technology, electronic and medical technology, and power tools.
Its core business is flexible and precision high-speed sheet metal processing, including fully hydraulic sheet metal processing centers, two-dimensional and three-dimensional laser cutting/welding processing equipment, CNC hydraulic bending machines, pipe laser cutting equipment, carbon dioxide and solid YAG laser related equipment, etc. , can meet the needs of various industries in the automobile, aircraft and machinery industries.
Among them, what TRUMPF does best in China is laser cutting equipment and carbon dioxide/solid YAG laser related equipment.
This is the business that Chen Liang is currently responsible for.
After joining TRUMPF, he was very lucky to win an order for laser cutting equipment for Cosma's hot stamping production line in China.
A hot stamping production line needs to be equipped with 4 laser cutting equipment to meet the production cycle requirements.
The order for two lines is directly for 8 laser welding equipment.
TRUMPF's equipment is not cheap at all.
This kind of laser welding equipment is imported directly from Germany, and one unit costs more than 8 million yuan.
It is equivalent to Chen Liang receiving orders of more than 60 million yuan shortly after joining the company.
Although TRUMPF's sales managers do not receive commissions, their bonuses are closely related to orders.
With this order from Cosma, Chen Liang's bonus is more than many people's annual salary.
"Molde, during this period, local Chinese companies such as Yifeng Group, Xifeng Industrial, Huaxiang, etc. are contacting us to learn about the laser cutting equipment used in the hot stamping production line."
"According to the survey and analysis conducted by the marketing department, the next five years will be the five years when Huaxia hot stamping production lines are introduced the most and fastest."
"But now in the industry, except for Benteler, Casma and Gestamp, which use our laser cutting machines, the other Yangcheng Huaqiang Factory, Xifeng Die Punch, Chuncheng Fourth Ring Factory and Chuncheng Stamping Factory all directly purchase from Nanshan Group Procured ‘turnkey production line’.”
"I think the company may need to consider producing laser welding equipment in China as soon as possible. Otherwise, there will be no cost advantage and it will be difficult to further expand the market."
Chen Liang has been in the Chinese equipment industry for so many years, and he still has a basic vision.
Especially since they fell into the hands of Nanshan Group twice before, TRUMPF's laser cutting equipment is now a competitor to Nanshan Equipment's products.
This made Chen Liang feel a little guilty.
They say that only three things happen, but who knows?
What if you are unlucky?
"Chen, you should know that the factory currently built by the company in China mainly produces CNC plate processing machine tools. There are already many companies in China producing this type of machine tools. If we don't build a factory in China, it will be difficult. Get orders.”
"But laser cutting equipment is one of our core equipments at TRUMPF, and it is also in a leading position in the world."
"The headquarters will not agree to easily produce this kind of equipment overseas, let alone to produce it in a factory in China."
"I'm sure that as long as a company produces laser welding equipment in a Huaxia factory, within a few years, other Chinese companies will imitate our products and compete with us for orders at a lower price."
As the sales director of TRUMPF China, Molde thinks he knows the Chinese market quite well.
Although what he said cannot be said to be wrong, it was definitely not what Chen Liang wanted to see.
"Although there is a risk of technology leakage when laser cutting equipment is produced in factories in China, it will be difficult for us to get orders if we keep importing it."
"As far as I know, the same equipment in Nanshan only costs about 5 million per unit."
"But we want more than eight million yuan."
"If one production line uses four units, the difference will be more than 10 million yuan."
"Except for companies like Cosma and Gestamp, which are not short of money, it is difficult for local manufacturers in China to ignore this price difference."
Chen Liang still wanted to persuade Molde to accept his point of view.
Only after persuading Molde can he further report to the company's general manager, and then report to the German headquarters.
These layers of links have caused many European and American companies to react very slowly to changes in the Chinese market.
This situation will slowly change after suffering a few more losses.
"Nanshan Equipment may do well in PRG and TRF presses, but laser welding equipment is not their traditional advantage."
"As far as I know, they have only started to get involved in laser welding in the past few years, and their experience is far from rich."
"In this case, the performance of their laser welding equipment is definitely not as good as ours."
"Comparing the prices of German equipment with Chinese equipment is not something a normal person should do."
The arrogance on Molde's face could not be concealed no matter how hard he tried.
In fact, he didn't do much to hide it.
After coming to Huaxia and taking office, he specifically commissioned a consulting company to investigate the situation of Huaxia's laser cutting equipment.
Although there are many companies in China involved in low-end products.
But in terms of mid-to-high-end products, almost all of them rely on imports.
American Correlation, Spectral Physics, IPG and TRUMPF are the most important imported equipment manufacturers.
Among them, TRUMPF is far ahead in market share, accounting for almost half of the imports.
This is where Molde’s confidence lies.
"Although Nanshan Equipment does not have a deep history, their hot stamping production line has also been put into mass production. Among them, the laser cutting equipment has not heard of any major defects."
"In this case, it is difficult to reflect TRUMPF's technical and quality advantages."
Chen Liang felt a little tired.
After suffering two losses, he has completely corrected his mentality.
Whether it is for other international equipment giants or Chinese equipment manufacturers, Chen Liang attaches great importance to it.
Not to mention that this time we are facing competition from Nanshan Equipment.
But Molde couldn't listen.
"Chen, what you need to do is let customers understand the advantages of our TRUMPF laser welding equipment, and let them understand that buying TRUMPF equipment is worth the money."
“In the words of you Chinese people, you get what you pay for!”
“You don’t need to worry about the localization of equipment!”
Since Molde had already said this, Chen Liang naturally did not dare to say anything more.
However, there was a vague premonition in his heart.
This time, Trumpf may also fall into the hands of Nanshan Equipment.
At the same time, as a radical manufacturer that wants to enter the field of hot stamping, Yifeng Group is also having intense discussions within the company about the purchase of equipment for the hot stamping production line.
"Mr. Wang, judging from the current quotations of several of our plans, Nanshan Equipment has obvious advantages."
"Whether we are putting out separate bids for heating furnaces, presses and laser cutting equipment, or looking for quotations from relevant manufacturers based on the 'turnkey model' plan, Nanshan Equipment has advantages."
Zhang Zhihui, as the head of the purchasing and sales department of Yifeng Group, naturally hopes to purchase cheaper equipment.
However, as the boss, Wang Qian had more things on his mind.
"From a cost perspective, that's definitely the issue."
"But when we enter the field of hot stamping as a mold supplier, the first competitor we have to face is the Yangcheng Huaqiang Factory."
"And 30% of the shares of Yangcheng Huaqiang Factory are held by Nanshan Group."
"All their equipment was purchased from Nanshan Equipment."
"In this case, if we also purchase equipment from Nanshan Group, if the Yangcheng Huaqiang Factory causes trouble in it, we will be in big trouble."
After more than ten years of entrepreneurship, Wang Qian has experienced a lot.
So I think about problems more.
"Mr. Wang, I think this concern does not require special consideration."
"Yangcheng Huaqiang City is just an investment company of Nanshan Group. It is completely insignificant in the entire Nanshan Group."
"It is even more impossible for Nanshan Equipment to give up our big order just because of the Yangcheng Huaqiang Factory."
"The most important thing is that our main customer now is Volkswagen, and the relationship between Nanshan Group and Volkswagen is very poor."
"In the future, it will be difficult for the Yangcheng Huaqiang Factory to get orders from Volkswagen in Shanghai."
"At that time our opponents will be Benteler, Cosma and Gestamp."
"According to the information I have investigated, their equipment is imported from abroad, and each production line costs more than 100 million yuan."
"If we purchase a hot stamping production line from Nanshan Equipment, basically one production line will only cost about 60 to 70 million yuan, which is almost half the price."
"In this case, it means that our parts quotation, in terms of processing fees, can be much cheaper than Benteler's."
"When the time comes, no one will be able to grab the orders from Modu Volkswagen."
Zhang Zhihui wanted to convince his boss, so he naturally had his own opinions.
"What you just said makes sense, but you all know that the relationship between Nanshan Group and Volkswagen is not good. If we still buy equipment from Nanshan Equipment, wouldn't it make Volkswagen unhappy?"
When Wang Qian said this, Zhang Zhihui immediately retorted: "Mr. Wang, for products such as hot stamping parts, the purchasing department of Volkswagen can basically decide which supplier to make. There is no need. We will conduct simultaneous development with the R&D center at Volkswagen headquarters.”
"In this case, the Chinese employees of Modu Volkswagen have a great say, and the Germans basically do not express their opinions."
"Even if there is really a German who is ignorant and mentions this, the problem is not serious."
"After all, the purpose of purchasing cheap equipment is to provide cheaper hot stamping parts to the public in Shanghai."
When Zhang Zhihui said this, Wang Qian couldn't help but nodded.
This is indeed the truth.
The price difference is so big. Why not buy the first two production lines from Nanshan Equipment first?
But I just don’t know if Nanshan Equipment is willing to teach Yifeng some hot stamping related technologies.
…
"Mr. Cao, there is something I need to ask you for advice."
In Nanshan Group, Cao Yang was watering dieffenbachia by the window when Pan Jinxing walked in from the door.
"What's the matter?"
The development situation of Nanshan Group this year is very good, and Cao Yang is also in a good mood.
"During this period, we have been constantly promoting hot stamping production lines to external parties."
"The intentions of many customers are relatively clear."
"However, some customers have mentioned the teaching of hot stamping technology and want to discuss it together with the purchase of equipment."
Pan Jinxing naturally knows the relationship between Yangcheng Huaqiang Factory and Nanshan Group, and also knows the impact that teaching hot stamping technology to other manufacturers will have on Yangcheng Huaqiang Factory.
That's why I came here specifically to report to Cao Yang.
"Technical transfer?"
Cao Yang was not particularly surprised when he heard this, and continued to ask: "Some manufacturers want us to teach them hot stamping technology while selling production lines?"
Many times, equipment manufacturers are more technologically advanced than component manufacturers in certain aspects.
For example, if you develop hot stamping equipment, your experience and knowledge in steel plate heating temperature, mold water channel distribution, laser cutting amount reservation, etc. will definitely be higher than that of most hot stamping manufacturers.
"Yes, companies such as Yifeng and Xifeng Industrial have made demands in this regard."
"From the bottom of my heart, I don't quite agree with this plan."
"But if we don't agree, then they are likely to turn around and go to AP&T and other press manufacturers, and they can also learn related technologies."
"In the end we gained nothing."
“So it’s the lesser of two evils, and I don’t think it’s out of the question to teach technology.”
After all, Pan Jinxing is the general manager of Nanshan Equipment, not the general manager of Yangcheng Fuqiang Factory.
Agreeing with the plans of manufacturers such as Yifeng is obviously a good thing for Nanshan Equipment.
"Is Yifeng now entering the field of hot stamping? I remember they are a mold manufacturer, right?"
"The molds for four-door and two-cover parts are pretty good. It seems that many orders from Volkswagen and General Motors are made by them."
Cao Yang once heard He Qingquan talk about Yi Feng, but now he unexpectedly heard the name from Pan Jinxing again.
As a local private enterprise in China, Yifeng has been relatively successful in the field of molds.
After all, things like hood moulds, side molds, etc. are often large molds weighing more than ten or dozens of tons.
These parts are still appearance parts and have relatively high requirements on molds.
Under this circumstance, Yifeng can still obtain a large number of orders from joint venture manufacturers such as Volkswagen and General Motors, which shows that they still have a few brushes in mold technology.
"Mr. Cao, you are right. Yifeng does make molds, but it is precisely because the molds are made that we want to make parts."
"Hot stamping parts have been very popular in recent years, and they probably have seen the future."
"I heard that they have a pretty good relationship with the public in Magic City, and they should be able to get some orders from them."
"Even if they will enter the field of hot stamping, it is probably because of the promises made by some people at Shanghai Volkswagen."
"After all, Volkswagen does not want its hot stamping parts to be made by foreign parts giants such as Benteler."
"This way the cost competitiveness is too poor, which will greatly affect the competitiveness of their new models."
After Pan Jinxing explained this, Cao Yang felt that there was nothing to worry about.
Want to learn hot stamping technology?
no problem!
But, you have to pay more!
(End of chapter)
