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Ningbo Shuangma Machinery Industry Co., Ltd. (BOLE Machinery) has achieved a 30% increase in sales for five years in a row, and set for billion (in RMB) sales in three years’ time. In the face of fierce competition in the injection molding machine market, how can Shuangma realize such a fast and stable development?

The production plant of Ningbo Shuangma Machinery Industry Co., Ltd.
The production plant of Ningbo Shuangma Machinery Industry Co., Ltd.

In an exclusive interview with CPRJ, Mr Kui Weiliang, President of Ningbo Shuangma Machinery Industry Co., Ltd., unveiled the secret of the company’s success.

Ningbo Shuangma Machinery Industry Co., Ltd. (宁波双马机械工业有限公司) is a well-known professional Chinese injection molding machines manufacturer located in Ningbo, Zhejiang province. Its products cover nearly 100 specifications and 6 main series with clamping force ranging from 70 to 6800 ton, and the range of injection weight is from 65 to 60000g.

“Since 2013, Shuangma has achieved a 30% increase in sales for every year. In 2018, we outlined a new three-year strategy, aiming to reach an annual sales amount of billion dollars in three years’ time,” Mr Kui Weiliang said proudly.

According to him, Shuangma is committed to be a pioneer in plastic molding technology. Cutting-edge technology is the company’s core competitive advantage, with focuses on internal management, digitalization, efficiency and precision production. Meanwhile, the company also follows closely the trend of globalization and expands in overseas markets to create extra growth.

At present, exports account for about 45% of total sales of Shuangma, with products selling to over 70 countries. Thanks to its patented Central Locking Structure technology, the BOLE (伯乐) brand of Shuangma has gained wide recognition in overseas markets, especially the high-end segment. As said, in terms of the percentage of exports to developed countries, the company is one of the leaders among its domestic counterparts.

Technological innovation integrated with efficient management

For Mr Kui Weiliang, the fierce market competition presents many challenges as well limitless hidden opportunities. Instead of participating in homogeneous and disorderly competition, Shuangma focuses on research and develop of advanced technologies and improves core competencies of its customers.

“Shuangma will continue to innovate based on its existing technologies, and at the same time, put emphasis on strengthening the applications of new materials and new technologies,” explained Mr Kui Weiliang. He also introduced Shuangma’s latest innovation - the specialized molding machine for applications of UHMWPE.

Mr Kui Weiliang, President of Ningbo Shuangma Machinery Industry Co., Ltd. Products produced by this machine have the benefits of high material hardness, very strong abrasive resistance, excellent self-lubrication property, and are suitable for special applications such as high-speed trains.

UHMWPE is linear polyethylene with a molecular amount of over 1.5 million, and its abrasive resistance can be seven times of carbon steel. In addition, clients’ productivity can also be improved significantly after using this machine.

He added: “We have a client who is using this machine, and the production cycle of a product is shortened from five hours to 40 minutes.”

Mr Kui Weiliang emphasized that Shuangma implements highly efficient management, digitization and precise production. In this year, the company made a big investment in building automated production workshops, shifting to centralized dispensing, using central control systems, and carrying out fully automated pipeline operation with robotic arms.

Think global: Poland and India as stepping stones

Mr Kui also said Shuangma will further connect with the world, and chose Poland as the company’s stepping stone to European market serious consideration. “The Poland office was set up successfully in this year. We will not only better assist our agents to develop the European market, but also create a platform for more efficient technological and expertise exchange,” he commented.

Shuangma is also planning to further expand its first overseas production base in India, building a second production plant in next year. In the future, except for satisfying the needs of local and nearby markets, the Indian base will also promote its products to developed countries, in particular, the US market. As a part of Shuangma’s international strategy, Indian market is vitally important.

Improve core competencies to cope with fast- changing market

When talking about the complicated international trade relationship, Mr Kui Weiliang pinpointed that there are solutions for the uncertain economic situations.

As the US government increased new trade tariffs on some of imported Chinese products, some Chinese exporters chose to bear extra tariff cost to retain their market shares.

“For me, this is only one of the methods and it does not solve the fundamental issue,” he commented. “In the face of international trade uncertainties, shifting costs to overseas market properly and improving the core competencies of the company are the most important.”

He believes that Chinese injection molding machines have a significant advantage in prices compared with local American brands, and this advantage exists even after the tariff was added. Therefore, the long-term strategy should be improving product performance and gaining the recognition of international clients. Shuangma has already successfully established company for direct sales in the US, and he is confident in further exploring the US market.

Focusing on automobile market

The Chinese automotive market is rapidly growing and has a high demand for high-end injection molding machines. As Shuangma positions itself as a high-end machine manufacturer, the automotive market, especially the new-energy vehicles segment, is the company’s major target market to develop.

The company’s Carbon-Fiber Products Intelligent Moulding Line (CIML) was specially developed for the lightweighting of automobiles. The line is a combination of equipment, process, and material technologies. It combines granulation and injection molding into one process. The unique technology enables the direct injection molding of long-fiber reinforced composites, saves 10 processes compared to conventional production, and significantly increases the product performance with reduced materials and lowered costs.

According to Mr. Kui Weiliang, the weight of the products was reduced by more than 65% in some cases. In addition, under the same formula, the tensile and shock resistances of bends and gaps of products that adopted CIML production were increased by more than 20%.

Shuangma has already established strategic partnership with renowned enterprises in the automotive industry such as HuaXiang Groupand the Adler Pelzer Group. The company is also on the supplier list of automakers including Beijing Benz, BMW Brilliance, FAW Group, SAIC Volkswagen, SAIC General Motors, Geely Auto, etc.

“To be the biggest plastics equipment enterprise in the world is the vision of Shuangma,” concluded Mr Kui Weiliang. “Shuangma is now performing standardized operations that are in line with the requirements of a listed company, and has won the recognition of an automobile group. This group is now a shareholder of Shuangma. In the future, we will enhance our partnership and unlock more potential.”

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