Rebirth 99 to become a car giant

time is money.

Putting this word in the market, many times there is no problem.

Now that the demand for hot stamping parts of various car companies is so strong, every supplier wants to put their production lines into production as soon as possible.

Otherwise, if you want to get an order before your production line has even started investing, the difficulty is not ordinary.

That is to say, there are not many manufacturers with ready-made production lines, and the demand of OEMs exceeds their production capacity.

Otherwise, it will be very difficult for you to get an order before your production line is put into operation.

If you already have a production line in mass production, but the capacity is insufficient and needs to be expanded, then everything is easy to say.

You don't have a production line, and you haven't formally made this kind of parts at all, so the difficulty is completely different.

Yifeng and the others naturally knew this truth.

So soon, these manufacturers have successively decided on the way to purchase equipment.

Nanshan Equipment received orders for more than 5 hot stamping production lines within one month in May 2007.

Moreover, they are all turnkey projects, and all equipment is provided by Nanshan Equipment.

For such a big move, Nanshan Equipment naturally needs to have some sense of ceremony.

Various auto media will also have some related reports.

"Molde, I basically found out that the package solution offered by Nanshan Equipment is around 70 million yuan."

"The value of the laser cutting equipment is about 22 million yuan."

"And if we buy laser cutting equipment from Trumpf, even at the lowest preferential price, it will cost 30 million yuan."

"In this case, there is no way for us to get the order without making changes."

Chen Liang is very anxious now.

What he was worried about was becoming reality step by step.

According to this pace of development, international auto parts giants such as Cosma and Gestamp may also choose to purchase related equipment from Nanshan Equipment.

After all, no one wants their investment to become so large.

"With our laser cutting equipment, the slit width can be controlled at 0.5mm, and the cutting accuracy can reach ±0.02-0.01mm."

"This is a performance that Huaxia companies do not have. Those customers are only seeing the low price of Nanshan equipment now, and they are not fully aware of the technical level difference between equipment and equipment."

"Chen, you have an obligation to make more customers aware of this."

"Trumpf's laser cutting equipment is the best in the world, and we can also cooperate with customers such as Benteler and Cosma to promote this."

Although Mold has a lot of opinions on Yifeng and other companies not buying equipment from themselves.

But the confidence in their own equipment is always there.

"You are right, but these parameters are actually related to factors such as the nature and thickness of the material to be cut, laser power, focal length and focus position, laser beam diameter, blowing gas pressure and flow rate, etc. Diameter has a similar effect."

"From what we have learned so far about the laser cutting equipment of Nanshan Equipment, their drilling accuracy seems to be no worse than ours."

When Chen Liang said this, Molde immediately became angry.

"Can the equipment parameters advertised by Chinese manufacturers compare with ours?"

"They are ideally able to achieve a certain value, and they have been promoting it according to this."

"And we advertise the values ​​​​that can usually be achieved as device parameters."

"You have to figure this out."

"Also, don't the Spring City Fourth Ring Factory and Spring City Stamping Factory already use Nanshan equipment for products?"

"You can also take the technicians to visit them directly, visit the scene by the way, and get a feel for the specific situation of the opponent."

Molde now completely vented his anger on Chen Liang.

In his view, China's market demand is so great, but the order has not yet reached the hands of Trumpf.

That's why the sales manager below is ineffective.

As for the expensive equipment, isn't that normal?

When did Deutsche's equipment win the order by virtue of its cost advantage?

Other domestic counterparts can do this, why can't Trumpf?

Seeing Molde's furious face, Chen Liang didn't dare to say anything.

He already regretted a little in his heart, shouldn't he come to Trumpf?

Do you need to think about continuing to find your next home?

...

"Brother, although the company currently has a lot of orders for hot stamping parts, it is hard to say whether BYD and Great Wall Motors will start to review point B after the production lines of other manufacturers are put into production."

"I heard that for aluminum wheels and other parts, BYD has found two suppliers at the same time to make parts for the same model."

"Basically, whoever has the lowest price will buy more parts from him, forcing the other company to lower the price."

"Then in turn, use the price of another company to suppress the price of the newly imported supplier, so as to achieve continuous cost reduction."

"Although this approach is unsustainable and it is impossible to keep reducing prices, as long as the supplier is not on the verge of losing money, suppliers will be forced to bite the bullet."

"This is not good news for us."

"The sales of various OEMs are constantly rising, and there will definitely be more and more B-points in the future."

Guo Shufu obviously also noticed that several domestic manufacturers have recently started investing in hot stamping production lines.

This is definitely not a good thing for Yangcheng Huaqiang Factory.

"In the future, it will definitely be impossible to continue to obtain orders as easily as in the past two years."

"However, the production lines of other manufacturers have just been put into operation now, and mass production will not be possible until next year at the earliest."

"It will definitely take some time to observe the quality situation after mass production."

"So our advantage is still there in a short period of time."

"However, the future-oriented technology improvement and cost reduction work really needs to be carried out as soon as possible."

Guo Shuyin thought about what Cao Yang told him about improving the accumulation of hot stamping forming technology, and he also understood more and more in his heart that it would be impossible not to do this job.

Without any core technology of its own, it will be difficult to compete with other domestic manufacturers in the future if it is simply processed by drawing.

At that time, if a part only earns a profit of two or three points, it will lose money if you are not careful.

"Compared with Cosma, Benteler and Gestamp, our technology still has some gaps, but we also have advantages in the integrated door knocker."

"Mr. Cao has also mentioned some other technical directions to us before. At that time, we will arrange people to work hard and communicate more with Nanshan Mold."

"At that time, it should still be able to catch up with the international mainstream level, which is one level higher than those of domestic manufacturers."

"As for cost reduction, it is nothing more than starting from the cost of materials, processing costs and mold costs."

"In terms of material costs, the differences between everyone should be more difficult to separate."

"However, we are currently using a large amount, so we should be able to get a slightly lower price, and there are still advantages in the short term."

"The most important thing to work on is the processing fee."

"Whether it is part heating, stamping or laser cutting, the cost of each link is not low."

"Especially in laser cutting, there is a lot of room for improvement."

"As long as we can reduce the length of laser cutting by half, the cost can be greatly reduced, and even the investment in laser cutting equipment can be saved."

Guo Shufu has been engaged in sales for so many years, so he naturally has some ideas for reducing costs.

As a supplier, facing the OEM's request for price reduction is a topic that can never be avoided.

"We should also work hard on the part of mold processing. We also need to have certain related capabilities."

"Otherwise, when the mold costs of other manufacturers are reduced, our competitiveness will come down."

Guo Shufu basically mentioned all the means of reducing costs, and Guo Shuyin didn't think of any other better methods for the time being.

"Brother, is it possible for Nanshan Equipment to increase the price of equipment from other manufacturers?"

After the two brothers chatted for a while, Guo Shufu struggled to come up with a new idea.

In his opinion, Yangcheng Huaqiang Factory also has shares of Nanshan Group.

It stands to reason that selling equipment to other manufacturers will definitely affect the development of Yangcheng Huaqiang Factory.

But he also knows that for Nanshan Equipment, the income from selling equipment may be more beneficial than the income from Yangcheng Huaqiang Factory.

"When Nanshan Equipment sold equipment to those manufacturers, it must have fully considered the impact of various aspects."

"However, if the price of Nanshan equipment is not much different from that of imported equipment, many manufacturers may choose to import directly."

"So it is inappropriate for us to discuss these things with Nanshan Equipment at this stage."

"There will be no better outcome than destroying the relationship between the two parties."

"They can give priority to our equipment supply under such circumstances, which is considered to be taking care of us."

Guo Shuyin did not feel that Nanshan Equipment should take all-round care of himself because 30% of the shares in his company belonged to Nanshan Group.

This is simply unrealistic.

Besides, Nanshan Equipment is now competing with Benteler, Schwarz, Schuler, Trumpf and other manufacturers for various hot stamping equipment. If Huaqiang Factory is behind, then Cao Yang will blame everyone It's embarrassing.

The current situation is that Yangcheng Huaqiang Factory cannot do without Nanshan Group, not that Nanshan Group cannot do without Yangcheng Huaqiang.

"Some manufacturers are very flexible in order to obtain orders."

"There are even cases where dry stocks are purchased directly to some OEMs."

"In this case, our future sales expenses also need to be appropriately increased."

Not much can be done in other places, so Guo Shufu naturally wants to think about how to get orders from customers in the future.

Competitive quotations must be competitive, but whether you can get an order after the competition is actually a rather mysterious thing sometimes.

After so many years of sales, Guo Shufu is naturally very clear about this.

"Well, next year's sales expenses will increase by 50% compared to this year, so that our new production line will always have enough orders to support it."

Guo Shuyin naturally understood the situation, so he agreed without much hesitation.

...

Various actions in the thermoforming industry naturally attract the attention of relevant manufacturers.

Benteler, which was the first to invest in China's hot stamping production line, is no exception.

As a parts company, BENTELER is also an equipment manufacturer.

For example, heating furnaces, they can produce them themselves and sell them externally.

Of course, they don't make punching machines and laser cutting equipment themselves.

Under such circumstances, their investment in new production lines must be fully integrated with the situation in the Chinese market.

"Peter, are you saying that several manufacturers in China have added more than five hot stamping production lines in one go this year?"

"And the production lines of these manufacturers are all purchased from Nanshan Equipment?"

As the general manager of BENTELER Huaxia, Feng Bo is naturally very concerned about the development of the industry.

As a supplier of Modu Volkswagen and Modu GM, he probably knows the gap between his own cost level and that of Chinese manufacturers in the industry.

At the beginning, due to Volkswagen's support policy, even if the price of Benteler was higher, it could get orders directly from Volkswagen headquarters.

However, with the changing situation, unless the customer thinks that the Chinese manufacturer can't handle the parts, if BENTELER wants to take the order, the cost cannot be higher than that of other manufacturers.

In this way, Feng Bo pays more attention to the dynamics of other manufacturers in the industry.

"That's true. Chinese manufacturers make investment decisions very quickly, and the speed of factory construction is also very fast."

"The production capacity is not enough now, but in a few years, there may be excess production capacity."

As the sales director, Qian Hui naturally paid close attention to his opponent's movements.

Compared with Cosma and Gestamp, he still has confidence.

But compared with domestic manufacturers in China, he felt guilty.

"Our third hot stamping production line, the previous proposal of the procurement department is to directly copy the second production line."

"Now it seems that this plan may not be suitable."

Feng Bo personally presided over the investment in the previous production line and the situation of various equipment manufacturers.

All the equipment is imported from abroad, and it is still imported through Deutsche Benteler.

In this way, the cost must be very high.

"I heard that the price of a whole hot stamping production line provided by Nanshan Equipment is only 70 to 80 million, which is a lot lower than ours."

"Except that the heating furnace is produced by our company, other presses and laser cutting equipment can indeed be purchased from Nanshan Equipment."

Qian Hui naturally heard about the name of Nanshan Equipment.

He even knew that BENTELER's biggest competitor in the field of hot stamping, Yangcheng Huaqiang Factory, purchased all the equipment from Nanshan Equipment.

"Well, you can talk to the people in the purchasing department and ask them to ask Nanshan Equipment for a price."

"Then make a new plan."

Although Feng Bo also wants to continue to support Trumpf, which is also a German company, the first thing to consider is his own interests.

If the price of your Trumpf equipment can be the same as that of Nanshan equipment, he will definitely use Trumpf first.

But if the price difference is too much, it will be embarrassing.

Even Benteler has this attitude, let alone other manufacturers.

Therefore, there has not been a single order for Trumpf's laser cutting equipment in recent months.

If no one in the entire industry invests in new factories and there is no demand for equipment, then this situation is considered normal.

However, China's hot stamping industry is currently in the hottest stage, and Trumpf still hasn't received any orders, so something must be wrong.

"Molde, the procurement of Benteler called me. Their company is going to Yangcheng next week to inspect the laser cutting machine of Nanshan Equipment."

"I think in this case, it is necessary to report to the headquarters and lower the price of our laser cutting equipment."

"Otherwise, it would be difficult to get orders from customers."

"Even once this situation lasts for a period of time, everyone will gradually forget that there is still a choice of Deutsche Trumpf in the market."

Chen Liang found Molde again with a rather serious expression.

"Bentler is considering buying a laser cutting machine from Nanshan Equipment?"

Molde looked at Chen Liang in surprise.

This situation was obviously beyond his expectation.

"Yes, they were the first hot stamping manufacturer to enter China before, so they don't have particularly high requirements in terms of cost."

"In particular, the relationship between Volkswagen and Nanshan Group is very bad. Yangcheng Huaqiang Factory, the largest and earliest hot stamping factory in China, is not very popular in Shanghai Volkswagen."

"So there was little pressure on Benteler before, it's different now."

"Not only Cosma and Gestamp will compete with BENTELER, domestic manufacturers such as Yifeng have also begun to invest in hot stamping lines."

"I heard that this manufacturer has a good relationship with Modu Volkswagen, so Bentler must have felt the pressure."

Chen Liang reported all the information he got to Molde, hoping to make him fully aware of the seriousness of the situation.

Trumpf's laser cutting equipment is very good, but Nanshan's equipment is not bad.

This point, Chen Liang himself is the most experienced.

Nanshan equipment can handle the CNC system of machine tools and various high-precision machine tools, and it is normal to handle laser cutting equipment.

But it was very difficult for Molde to understand the logic that Chen Liang took for granted.

Fortunately, what happened to Bentler this time gave him a relatively direct impact.

Gradually, Molde's thinking has changed.

However, whether it is Trumpku's response speed or the intensity of price cuts, there is definitely no way to compare with Nanshan equipment.

So even if Molde reported to the Deutsche Headquarters, there would not be any obvious effect in a short time.

Regardless of whether it is the new domestic manufacturers or the expansion of existing players such as BENTELER, in the end they did not continue to use Trumpf's laser cutting equipment.

This made Chen Liang make up his mind and chose to change jobs again.

However, he himself was a little confused, would his luck be so bad next time?