How Japanese companies target emerging market countries
Chinese companies are gradually gaining competitiveness not only in terms of low prices, but also in terms of high performance and high quality. Therefore, Japanese companies urgently need to improve their competitiveness in low-cost general-purpose models and high-value-added models.
Japan's JTEKT introduced the 25th Japan International Machine Tool Show (JIMTOF2010) to be held at the Tokyo Ariake International Convention and Exhibition Center (Jiangdong District, Tokyo) from October 28th to November 2nd, 2010. Summary of some models (3 models) on display *6. The three models are mainly based on emerging market countries such as China and India. “We are currently developing with the goal of reducing the excess of the specifications and reducing the price to about half of the existing models†(Jetiger).
Specifically introduced are the cylindrical grinding machine "GL3P-32E", horizontal MC "FH500E", vertical MC "PV640E" three models.
Although the detailed performance of the above three models has not been announced, it is reported that the low-cost model will be provided with the concept of lowering the price without lowering the basic performance. However, the company did not consider importing components from emerging market countries.
In terms of NC devices, in the past, only the grinding machine was equipped with independent products, and the three models of this time used independent products.
Jie Tai Ge Te said: "In the Chinese market, although our high-precision gate type MC and other high-end models have received favorable comments, in the general MC, there is a large price gap between enterprises in mainland China, Taiwan and South Korea. And therefore failed to sell well." The company judges that in order to achieve its goal of increasing sales by 15% per year in the Chinese market, it must sell both high-end models and low-priced models that announce development news.
In addition to price and performance, the direction that must be worked hard
In order to launch an offensive in an emerging market country headed by China like JTEKT, the introduction of low-priced models is an indispensable means. Other Japanese companies have also begun to vigorously develop low-priced models and reduce the cost of high-end models by establishing joint ventures with Chinese companies and establishing factories in the local area.
In addition, as a strategy ahead of Chinese companies, Japanese companies have begun to focus on improving productivity after low prices and high performance. “Employees are constantly asking for higher wages. In the future, we should focus on how we can use fewer people to make products†(Xiao Zeda, general manager of Citizen Seiki Trading (Shanghai) Co., Ltd.).
In the future, in China, where labor costs are expected to rise, excellent production efficiency will also become an important selling point. “In the case of Citizen, the demand for a multi-process multi-process machine tool and an automated system that combines the use of loaders and robots will definitely increase†(Ozawa also).
Mitsubishi Heavy Industries also focused on high-efficiency promotion of its gear processing machine (hobbing machine), which is dedicated to the Chinese market. At the show, the company performed a live demonstration of dry cutting using a gear processing machine. It shows the situation in which one gear can be processed in less than one minute, highlighting the high production efficiency of “some workpieces can even reach 3 times†(Mitsubishi Heavy Industries).
Dry cutting is a cutting technology that does not use cutting fluid. In addition to the energy saving advantages of the cutting fluid supply device and the cutting fluid aftertreatment, high productivity and low operating cost due to high-speed cutting have also been well received. According to Mitsubishi Heavy Industries, dry cutting technology is also becoming more popular in China, and orders growth in the automotive industry is particularly significant.
Although the price is 2 to 3 times higher than that of Chinese-made machine tools, the advantages of dry cutting are becoming more and more acceptable. Therefore, Mitsubishi Heavy Industries is still pushing for measures to lower prices.
Specifically, Mitsubishi Heavy Industries is building a factory in the suburbs of Shanghai that produces the main product of the gear processing machine, the dry cutting gear hobbing machine GE15A*8. The company expects sales of gear processing machine tools in the Chinese market (especially for automotive companies) to grow, and will continue to expand sales for companies producing small, high-precision machining gears for automobiles, motorcycles and reducers. The plant started construction in August 2010 and is scheduled to begin production in March 2011. The production in 2011 is expected to be about 40 units/year, and about 100 units/year after four years.
The plant is scheduled to use the SharedFactory (factory that produces multiple products). SharedFactory is a way to produce multiple products through an overseas factory. A new factory will be built in the company's rubber tire machinery production base in China, Changshu Lingzhong Machinery Co., Ltd., to increase the production of rubber tire machinery while producing gear machinery. Mitsubishi Heavy Industries said that by adding new plants to existing production sites, local production can be ensured quickly and at low cost. This is the first time the company has used this method to enter the overseas market. In the future, the company will further establish and expand overseas bases using this method.
Mitsubishi Heavy Industries has been producing gear processing tools in India in the past. This is the first time that a machinery factory has been built in China. The production model is locked into a model that sells gears for automobiles (transmissions, etc.) that are popular in the Chinese market. The performance indicators are basically the same as those produced by the Ritto Plant in Japan (Ridong City, Shiga Prefecture).
Mitsubishi Heavy Industries will reduce costs including tariffs and transportation costs through production at its factories in China, and strive to improve after-sales service. In addition to the introduction of various assembly equipment and measuring equipment for the manufacture of gear processing machines, exhibition halls will be set up. In addition, we will actively promote the gear processing machine to the Chinese market through real machine display and meeting the test processing requirements put forward by customers.
Minimize machine downtime
The improvement of the customer service system is directly related to the improvement of production efficiency. This not only allows the customer to master how to use the machine's performance, but also shortens the time it takes for the machine to stop due to problems such as malfunctions.
In fact, JTEKT also plans to set up a customer service center in the suburbs of Shanghai in 2010 to increase support for users while launching low-priced models. The demonstration machine will be set up in the customer service center to allow the user to operate and perform trial processing, thereby fully promoting the machine tool products manufactured by the company. At the same time, the customer service staff will be expanded to solve the problem quickly when the machine tool used by the user fails.
Yamazaki Mazak Machine Tool (YAMAZAKIMAZAK) advertises the biggest feature of its customer service: “Services within 24 hours of receiving an email or phone can minimize user downtime.†The company aims to improve customer service in China. In August 2010, a technology center was established in Dalian. Yamazaki Mazak just set up a technology center in Guangzhou in June 2010, and with the Shanghai Technology Center, formed a system of providing customer service through three technology centers.
Chinese companies are gradually gaining competitiveness not only in terms of low prices, but also in terms of high performance and high quality. Therefore, Japanese companies urgently need to improve their competitiveness in low-cost general-purpose models and high-value-added models.
Japan's JTEKT introduced the 25th Japan International Machine Tool Show (JIMTOF2010) to be held at the Tokyo Ariake International Convention and Exhibition Center (Jiangdong District, Tokyo) from October 28th to November 2nd, 2010. Summary of some models (3 models) on display *6. The three models are mainly based on emerging market countries such as China and India. “We are currently developing with the goal of reducing the excess of the specifications and reducing the price to about half of the existing models†(Jetiger).
Specifically introduced are the cylindrical grinding machine "GL3P-32E", horizontal MC "FH500E", vertical MC "PV640E" three models.
Although the detailed performance of the above three models has not been announced, it is reported that the low-cost model will be provided with the concept of lowering the price without lowering the basic performance. However, the company did not consider importing components from emerging market countries.
In terms of NC devices, in the past, only the grinding machine was equipped with independent products, and the three models of this time used independent products.
Jie Tai Ge Te said: "In the Chinese market, although our high-precision gate type MC and other high-end models have received favorable comments, in the general MC, there is a large price gap between enterprises in mainland China, Taiwan and South Korea. And therefore failed to sell well." The company judges that in order to achieve its goal of increasing sales by 15% per year in the Chinese market, it must sell both high-end models and low-priced models that announce development news.
In addition to price and performance, the direction that must be worked hard
In order to launch an offensive in an emerging market country headed by China like JTEKT, the introduction of low-priced models is an indispensable means. Other Japanese companies have also begun to vigorously develop low-priced models and reduce the cost of high-end models by establishing joint ventures with Chinese companies and establishing factories in the local area.
In addition, as a strategy ahead of Chinese companies, Japanese companies have begun to focus on improving productivity after low prices and high performance. “Employees are constantly asking for higher wages. In the future, we should focus on how we can use fewer people to make products†(Xiao Zeda, general manager of Citizen Seiki Trading (Shanghai) Co., Ltd.).
In the future, in China, where labor costs are expected to rise, excellent production efficiency will also become an important selling point. “In the case of Citizen, the demand for a multi-process multi-process machine tool and an automated system that combines the use of loaders and robots will definitely increase†(Ozawa also).
Mitsubishi Heavy Industries also focused on high-efficiency promotion of its gear processing machine (hobbing machine), which is dedicated to the Chinese market. At the show, the company performed a live demonstration of dry cutting using a gear processing machine. It shows the situation in which one gear can be processed in less than one minute, highlighting the high production efficiency of “some workpieces can even reach 3 times†(Mitsubishi Heavy Industries).
Dry cutting is a cutting technology that does not use cutting fluid. In addition to the energy saving advantages of the cutting fluid supply device and the cutting fluid aftertreatment, high productivity and low operating cost due to high-speed cutting have also been well received. According to Mitsubishi Heavy Industries, dry cutting technology is also becoming more popular in China, and orders growth in the automotive industry is particularly significant.
Although the price is 2 to 3 times higher than that of Chinese-made machine tools, the advantages of dry cutting are becoming more and more acceptable. Therefore, Mitsubishi Heavy Industries is still pushing for measures to lower prices.
Specifically, Mitsubishi Heavy Industries is building a factory in the suburbs of Shanghai that produces the main product of the gear processing machine, the dry cutting gear hobbing machine GE15A*8. The company expects sales of gear processing machine tools in the Chinese market (especially for automotive companies) to grow, and will continue to expand sales for companies producing small, high-precision machining gears for automobiles, motorcycles and reducers. The plant started construction in August 2010 and is scheduled to begin production in March 2011. The production in 2011 is expected to be about 40 units/year, and about 100 units/year after four years.
The plant is scheduled to use the SharedFactory (factory that produces multiple products). SharedFactory is a way to produce multiple products through an overseas factory. A new factory will be built in the company's rubber tire machinery production base in China, Changshu Lingzhong Machinery Co., Ltd., to increase the production of rubber tire machinery while producing gear machinery. Mitsubishi Heavy Industries said that by adding new plants to existing production sites, local production can be ensured quickly and at low cost. This is the first time the company has used this method to enter the overseas market. In the future, the company will further establish and expand overseas bases using this method.
Mitsubishi Heavy Industries has been producing gear processing tools in India in the past. This is the first time that a machinery factory has been built in China. The production model is locked into a model that sells gears for automobiles (transmissions, etc.) that are popular in the Chinese market. The performance indicators are basically the same as those produced by the Ritto Plant in Japan (Ridong City, Shiga Prefecture).
Mitsubishi Heavy Industries will reduce costs including tariffs and transportation costs through production at its factories in China, and strive to improve after-sales service. In addition to the introduction of various assembly equipment and measuring equipment for the manufacture of gear processing machines, exhibition halls will be set up. In addition, we will actively promote the gear processing machine to the Chinese market through real machine display and meeting the test processing requirements put forward by customers.
Minimize machine downtime
The improvement of the customer service system is directly related to the improvement of production efficiency. This not only allows the customer to master how to use the machine's performance, but also shortens the time it takes for the machine to stop due to problems such as malfunctions.
In fact, JTEKT also plans to set up a customer service center in the suburbs of Shanghai in 2010 to increase support for users while launching low-priced models. The demonstration machine will be set up in the customer service center to allow the user to operate and perform trial processing, thereby fully promoting the machine tool products manufactured by the company. At the same time, the customer service staff will be expanded to solve the problem quickly when the machine tool used by the user fails.
Yamazaki Mazak Machine Tool (YAMAZAKIMAZAK) advertises the biggest feature of its customer service: “Services within 24 hours of receiving an email or phone can minimize user downtime.†The company aims to improve customer service in China. In August 2010, a technology center was established in Dalian. Yamazaki Mazak just set up a technology center in Guangzhou in June 2010, and with the Shanghai Technology Center, formed a system of providing customer service through three technology centers.
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