Rebirth 99 to become a car giant

Looking up to the hot sales, the popularity of China's SUVs has grown even faster.

Not to mention Great Wall, Changan, Chery and other companies that already have SUV models, such as Changan Ford, Didu Hyundai, Yangcheng Honda and other companies that did not have SUV models before, have also accelerated the introduction of SUVs.

Behind the hotness of SUVs, the heat of hot stamping is obviously higher.

But all companies engaged in stamping parts, even those engaged in molds, are thinking of taking a share of this market.

Relatively speaking, the profits of hot stamping parts in this era are not bad.

The cost pressure of various OEMs, especially the cost pressure of joint venture car companies, is far less than that of later generations.

Like a solder joint on the car body, there are many suppliers of various joint venture car companies who offer a price of about 0.2 yuan for a solder joint.

There are even those who offer 0.3 yuan per solder joint.

But in later generations, let alone 0.3 yuan a solder joint.

If the quotation for a solder joint in your quotation exceeds 0.1 yuan, the procurement of the OEM will have to fight you for 300 rounds.

Even your quotation is directly uncompetitive and no order can be obtained.

This also has a certain relationship with the current high car prices.

Many people in the auto industry have already felt the arrival of this wave of dividends.

The more active ones have already begun to rush forward.

Chen Liang is a typical representative of them.

At the very beginning, he was in charge of sales at FANUC, and lived comfortably for several years.

However, FANUC's numerical control system and welding robots were beaten by Nanshan Group, and life in China was not easy.

Chen Liang's immediate boss was also transferred to other places, so he also chose to change jobs.

But this time, he was out of luck for job-hopping.

Although he had fully analyzed it before the job-hopping, he felt that Sodick's advantages in mold processing equipment were very solid, so he jumped to the job.

Unexpectedly, this time, Nanshan Equipment entered into mold processing equipment such as grinding machines, lathes, and milling machines on a large scale, which greatly reduced Sodick's turnover in China.

Seeing that the bonus was not as good as every year, Chen Liang once again chose to change jobs.

He has been working in the equipment field, so he naturally hopes to choose an equipment manufacturer.

In this way, the advantages of past experience can be fully utilized.

After choosing to choose, he finally went to the Trumpf Group in Germany.

Since the company was founded in 1923, TRUMPF has been committed to providing technical solutions for users.

Whether in the field of machine tools and power tools for sheet metal manufacturing, or in laser technology and the medical industry, TRUMPF leads the way through technological innovation.

Trumpf's turnover in 2006 reached 1.65 billion euros, and it is definitely a giant in the field of equipment.

TRUMPF has four business divisions: machine tools, laser technology, electronics and medical technology, and power tools.

Its core business is flexible and precise high-speed sheet metal processing, including fully hydraulic sheet metal processing centers, 2D and 3D laser cutting/welding processing equipment, CNC hydraulic bending machines, pipe laser cutting equipment, carbon dioxide and solid YAG laser related equipment, etc. , to meet the needs of various industries in the automotive, aircraft and machinery industries.

Among them, the best that Trumpf has done in China is laser cutting equipment and carbon dioxide/solid-state YAG laser related equipment.

Chen Liang is currently responsible for this business.

After joining Trumpf, he was very lucky to win the laser cutting equipment order 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 demand of production beat.

The order of two lines is directly 8 sets of laser welding equipment.

Trumpf's equipment is not cheap at all.

This kind of laser welding equipment is imported directly from Germany, and one set costs more than 8 million yuan.

It is equivalent to Chen Liang not long after he joined the company, he received an order of more than 60 million yuan.

Although the sales manager of Trumpf has no commission, the bonus is closely related to the order.

With this order from Cosma, Chen Liang's bonus is more than many people's annual salary.

"Molde, during this period of time, Yifeng Group, Xifeng Industrial, Huaxiang and other local companies in China are contacting us 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 in which Huaxia's hot stamping production lines will be introduced the most and the fastest."

"But now in the industry, apart from Benteler, Cosma and Gestamp that use our laser cutting machines, other Yangcheng Huaqiang Factory, Xifeng Die Punching, Chuncheng Sihuan Factory and Chuncheng Stamping Factory all directly buy from Nanshan Group. Purchased '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 Huaxia equipment industry for so many years, so he still has a basic vision.

In particular, it was planted in the hands of Nanshan Group twice before, and now Trumpf's laser cutting equipment is also called a competitor with Nanshan Equipment's products.

This made Chen Liang feel a little guilty.

It is said that there are only three things, but who knows?

What if your luck is bad?

"Chen, you should know that the factory currently built by the company in Huaxia mainly produces CNC sheet metal processing machine tools. There are already many enterprises in Huaxia producing such machine tools. If we don't build a factory in Huaxia, it will be very difficult. Get an order."

"However, laser cutting equipment is one of the core equipment of Trumpf, and it is also in a leading position in the world."

"This kind of equipment, the headquarters will not agree to easily produce it overseas, let alone produce it in a factory in Huaxia."

"I'm sure that as long as the company produces laser welding equipment in the Huaxia factory, within a few years, other Huaxia companies will imitate our products and compete with us for orders at lower prices."

As the sales director of Trumpf China, Mold thinks he has a good understanding of the Chinese market.

Although what he said could not be said to be wrong, it was definitely not what Chen Liang wanted to see.

"Although laser cutting equipment is produced in Huaxia's factory, there is a risk of technology leakage, but if it has been imported, it will be difficult for us to obtain orders."

"As far as I know, for the same equipment, Nanshan equipment only needs to sell for about 5 million units."

"But we want more than 8 million yuan."

"One production line uses four sets, and there is a difference of more than 10 million yuan."

"Except for companies such as Cosma and Gestamp who 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 Molde is persuaded can he go further and report to the general manager of the company, and then report to the Deutsche Headquarters.

This layer-by-layer link has caused many European and American companies to respond very slowly to the changes in the Chinese market.

This situation will slowly change after suffering a few more losses.

"Nanshan Equipment may have done a good job in PRG and TRF presses, but laser welding equipment is not their traditional advantage project."

"As far as I know, they have only started to get involved in laser welding in the past few years, and their experience is not rich."

"In this case, the performance of their laser welding equipment is definitely not as good as ours."

"Comparing the price of German equipment with Chinese equipment is not what a normal person should do."

No matter how hard he tried to hide the arrogance on Molde's face, he couldn't hide it.

In fact, he didn't hide it much.

After coming to Huaxia to take office, he commissioned a consulting company to investigate the situation of Huaxia's laser cutting equipment.

Although in low-end products, many companies in Huaxia are involved.

But in terms of high-end products, almost all need to rely on imports.

Coherent America, Spectrophysics, IPG and Trumpf are the most important manufacturers of imported equipment.

Among them, Trumpf's market share is far ahead, accounting for almost half of the imports.

This is also where Molde's confidence lies.

"Although the history of Nanshan equipment is not deep, their hot stamping production line has also been put into mass production. Among them, the laser cutting equipment has not heard of any major failures."

"In this case, it is difficult to reflect Trumpf's technical and quality advantages."

Chen Liang felt a little tired.

After suffering losses twice, 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 the competition from Nanshan equipment,

But Molde couldn't listen.

"Chen, what you need to do is to 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!"

Molde had already talked about this, so Chen Liang naturally didn't dare to say anything more.

However, he had 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 who wants to enter the field of hot stamping, Yifeng Group is also having heated discussions on the purchase of equipment for the hot stamping production line.

"Mr. Wang, judging from the current quotations of our several plans, Nanshan equipment has obvious advantages."

"Whether it is to take out the heating furnace, press machine and laser cutting equipment separately for bidding, or find relevant manufacturers to quote according to the 'turnkey mode' plan, Nanshan equipment has advantages."

Zhang Zhihui, as the head of the procurement and sales department of Yifeng Group, naturally hopes to buy cheaper equipment.

However, as the boss, Wang Qian thinks more.

"From a cost point of view, this is indeed the problem."

"However, as a mold supplier, we entered the field of hot stamping, and the first competitor we had to face was Yangcheng Huaqiang Factory."

"And 30% of the shares in Yangcheng Huaqiang Factory are held by Nanshan Group."

"Their equipment is all purchased from Nanshan Equipment."

"In this case, if we also purchase equipment from Nanshan Group, if Yangcheng Huaqiang Factory does something bad in it, we will have a big head."

After more than ten years of starting a business, Wang Qian has experienced a lot of things.

So think more about the problem.

"Mr. Wang, I don't think there is any need to give special consideration to this concern."

"Yangcheng Huaqiang City is just an investment enterprise of Nanshan Group, and it is completely insignificant in the entire Nanshan Group."

"It is even more impossible for Nanshan Equipment to give up our big order because of Yangcheng Huaqiang Factory."

"The most important thing is that our main customer now is Shanghai Volkswagen, and the relationship between Nanshan Group and Volkswagen is very poor."

"Yangcheng Huaqiang Factory will basically be difficult to get orders from Shanghai Volkswagen in the future."

"Then our opponents will be Benteler, Cosma and Gestamp instead."

"According to the information I have investigated, several of their equipment are imported from abroad, and a production line costs more than 100 million yuan."

"If we purchase a hot stamping production line from Nanshan Equipment, basically a production line will cost around 60 to 70 million yuan, which is almost half the price."

"In this case, it means that our part quotations can be much cheaper than those of Benteler in terms of processing fees."

"When the time comes, no one will be able to beat us for the orders from the public in Shanghai."

Zhang Zhihui wanted to convince his boss, so he naturally had his own point of view.

"What you just said is very reasonable, but you all know that the relationship between Nanshan Group and Volkswagen is not good. If we still buy equipment from Nanshan Equipment, won't Volkswagen be unhappy?"

When Wang Qian said this, Zhang Zhihui immediately retorted: "Mr. Wang, for products such as hot stamping parts, basically the purchasing department of Shanghai Volkswagen can decide which supplier to supply. Simultaneous development with the R\u0026D center at Volkswagen headquarters."

"In this case, the Chinese employees of Modu Volkswagen have a great right to speak, and the Germans basically do not express their opinions."

"Even if there is a German who is really ignorant and mentions this, the problem is not serious."

"After all, we purchase cheap equipment for the purpose of providing cheaper hot stamping parts for the public in Shanghai."

When Zhang Zhihui said this, Wang Qian couldn't help but nodded.

The truth is indeed this truth.

The price difference is so big, why not buy from Nanshan Equipment for the first two production lines?

But I don't know if Nanshan Equipment is willing to teach Yifeng some technologies related to hot stamping.

...

"Mr. Cao, there is something I think I need to ask you for instructions."

In Nanshan Group, Cao Yang was watering Evergreen by the window when Pan Jinxing came 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.

"Didn't we continue to sell hot stamping production lines to the outside world during this period of time?"

"There are quite a few customers whose intentions are clearer."

"However, some customers mentioned the teaching of hot stamping technology and wanted to talk about it in conjunction with equipment purchase."

Naturally, Pan Jinxing knew the relationship between Yangcheng Huaqiang Factory and Nanshan Group, and he also knew what impact the transfer of hot stamping technology to other manufacturers would have on Yangcheng Huaqiang Factory.

That's why I came here to report to Cao Yang.

"Technical teaching?"

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 the production line?"

In many cases, manufacturers of equipment are more powerful than parts manufacturers in some aspects.

For example, if you develop hot stamping forming equipment, you must have higher experience and knowledge in terms of steel plate heating temperature, mold channel distribution, laser cutting amount reservation, etc. than most hot stamping manufacturers.

"Yes, companies such as Yifeng and Xifeng Industrial have all 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 press manufacturers such as AP\u0026T, and they can also learn related technologies."

"In the end we didn't get much benefit either."

"So the lesser of two evils, I think teaching technology is not out of consideration."

After all, Pan Jinxing is the general manager of Nanshan Equipment, not the general manager of Yangcheng Fuqiang Factory.

It is obviously a good thing for Nanshan Equipment to agree to the plans of Yifeng and other manufacturers.

"Yifeng has started to enter the field of hot stamping now? I remember they are mold manufacturers?"

"The molds for the four-door and two-lid parts are pretty good. It seems that many orders from Volkswagen and GM are entrusted to them."

Cao Yang once heard He Qingquan talk about Yifeng, but now he didn't expect to hear 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, such as engine hood molds, side wall molds, etc., they are often large molds weighing more than ten tons or tens of tons.

These parts are still appearance parts, and the requirements for molds are relatively high.

In this case, 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 well made that they want to make parts."

"In recent years, hot stamping parts have been very popular, and they probably saw the prospect."

"I heard that they have a good relationship with the people of Modu, and they should be able to get some orders from them."

"Even if they will enter the field of hot stamping, it is likely that some people from the public in Shanghai have made some promises."

"After all, Shanghai Volkswagen doesn't want to hand over all its hot stamping parts to foreign parts giants such as Benteler."

"The cost competitiveness is too poor, which will affect the competitiveness of their new models."

With Pan Jinxing's explanation, Cao Yang felt that there was nothing to worry about.

Want to learn hot stamping technology?

no problem!

However, you have to pay more!