Time is money.

This is said in the mall, and many times it is no problem.

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

Otherwise, if you don't start to invest in the production line, you want to get an order, and the difficulty is not ordinary.

That is, 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 delivered.

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

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

Yifeng: Naturally, they also know this truth.

So soon, these manufacturers began to decide on the way to buy equipment.

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

And it's still a turnkey project, and all the equipment is provided by Nanshan Equipment.

With such a big move, Nanshan Equipment naturally wants to engage in some rituals.

There will also be some related reports in various automotive media.

"Molde, I basically inquired clearly, the package of solutions given by Nanshan Equipment is quoted at about 70 million yuan."

"Among them, the value of laser cutting equipment is about 22 million yuan."

"And if you buy laser cutting equipment from our TRUMPF, even if it is at the lowest preferential price, it will go to 30 million yuan."

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

Chen Liang is very anxious now.

Step by step, his fears were becoming true.

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

After all, no one wants their investment to be that big.

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

"This is the performance that Huaxia enterprises do not have, and those customers now only see the low price of Nanshan equipment, and do not fully realize the difference in technical level between equipment and equipment."

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

"TRUMPF's laser cutting machines are the best in the world, and we will be able to promote this with customers like Benteler and Cosma."

Molde has a big opinion about how companies such as Yifeng don't buy equipment from their side.

But confidence in your own equipment has always been there.

"You're right, but these parameters are related to the nature and thickness of the material to be cut, the laser power, the focal length and focus position, the diameter of the laser beam, the pressure and flow rate of the injection gas, and the degree of influence is roughly similar to the effect on the diameter of the punch."

"From what we know about the laser cutting equipment of Nanshan Equipment, their punching accuracy does not seem to be worse than ours."

As soon as Chen Liang said this, Molde immediately became angry.

"Can the equipment parameters advertised by Huaxia manufacturers be compared with us?"

"They're able to do a certain number in an extremely ideal situation, and they've been promoting it according to that."

"And we advertise the values that can be done under normal circumstances as equipment parameters."

"You have to figure this out."

"Also, aren't the Chuncheng Fourth Ring Factory and the Chuncheng Stamping Factory already using Nanshan equipment?"

"You can also take the technician to visit them directly, and by the way, visit the site and feel the specific situation of the opponent."

Molde is now completely venting his anger on Chen Liang.

In his opinion, the market demand in Huaxia is so large, but the orders are not in the hands of TRUMPF.

That's why the sales manager below is incompetent.

As for the fact that your own equipment is expensive, isn't that normal?

When did Deutsche get orders for equipment based on cost advantages?

Other domestic counterparts can do this, why can't TRUMPF do it?

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

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

Isn't it time to think about continuing to look for your next home?

……

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

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

"Basically, whoever has a low price will buy more parts from whoever else will force another company to reduce the price."

"And then in turn, the price of another supplier is used to suppress the price of the new supplier, so as to achieve continuous cost reduction."

"Although this practice is not sustainable and it is impossible to keep reducing prices, as long as it is not on the verge of losing money, suppliers will be forced to grit their teeth and hold on."

"That's not good news for us."

"The sales volume of various OEMs is rising, and there will definitely be more and more cases of opening B points in the future."

Guo Shufu has obviously also noticed that several domestic manufacturers have recently begun to invest 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 get orders as easily as in the past two years."

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

"The quality after mass production will definitely take a certain amount of time to observe."

"So our advantage is still there in the short term."

"However, for the future technology improvement and cost reduction work, it is indeed necessary to carry out as soon as possible."

Guo Shuyin thought of what Cao Yang told him about improving the accumulation of hot stamping technology, and he understood more and more that this work would not work if he didn't do it.

There is no core technology of its own, and if you simply come to the map for processing, it will be difficult to do it with other domestic manufacturers in the future.

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

"Compared to Cosma, Benteler and Gesamp, we do have some gaps in technology, but we also have an advantage in terms of integrated door knockers."

"Mr. Cao has also mentioned some other technical directions to us before, and when the time comes, we will arrange people to work hard, and then 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 domestic manufacturers."

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

"In terms of material costs, it should be difficult to pull apart."

"However, we are now using a large amount, and we should be able to get a slightly lower price, which is still advantageous in the short term."

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

"Whether it's part heating, stamping and laser cutting, the cost of every link in this process 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 reduced by a lot, and even the investment in laser cutting equipment can be saved somewhat."

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 price reduction requirements of OEMs is a topic that can never be avoided.

"We also need to work the mold processing part, and we also need to have certain relevant capabilities."

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

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

"Big 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 greater than the benefits obtained from Yangcheng Huaqiang Factory.

"When Nanshan Equipment sells equipment to those manufacturers, it must also fully consider the impact of all aspects."

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

"So at this stage, it is not appropriate for us to talk to Nanshan Equipment about these things."

"There will be no better outcome than to spoil the relationship between the two sides."

"If they can prioritize our equipment supply in this situation, they are already taking care of us."

Guo Shuyin did not feel that Nanshan Equipment should take care of himself in an all-round way because 3% of the shares in his company belonged to Nanshan Group.

This is simply an unrealistic question.

Besides, Nanshan equipment is now competing with Benteler, Swarz, Schuler, Trumpf and other manufacturers for various equipment for hot stamping, if Huaqiang factory dragged its feet, then Cao Yang blamed it, everyone was very embarrassed.

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

"In order to obtain orders, some manufacturers are very flexible in their means."

"There are even cases where the purchase of dry shares directly to some OEMs is there."

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

There is not much that can be done elsewhere, and Guo Shufu naturally has to think about how to get orders from customers in the future.

Competitive quotations must be competitive, but whether you can get orders after competition is actually a more mysterious thing.

has been engaged in sales for so many years, and Guo Shufu is naturally very clear about this.

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

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

……

The various actions of the thermoforming industry naturally make the relevant manufacturers very concerned.

As the first to enter the Huaxia investment hot stamping production line, Benteler is no exception.

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

Like a heating furnace, they can produce it themselves and sell it to the outside world.

Of course, stamping machines and laser cutting equipment, they don't do it themselves.

In this case, their investment in new production lines will naturally be fully combined with the situation of the Chinese market.

"Pete, are you saying that several manufacturers in China have added more than 5 hot stamping production lines in one breath this year?"

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

As the general manager of BENTELER Huaxia, Feng Bo naturally pays close attention to the development of the industry.

As a supplier of Modu Volkswagen and Modu General, he is also probably aware of the gap between his own cost level and that of Chinese manufacturers in the industry.

In the beginning, due to Volkswagen's support policy, even if the price of BENTELER was higher, it was able to get orders directly from Volkswagen's headquarters.

However, with the change of the situation, unless the customer thinks that the Chinese manufacturer can not handle the parts, otherwise Benteler wants to take the order, and 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.

"It's true, the investment decisions of Huaxia manufacturers are very fast, and the speed of factory construction is also very fast."

"Now there is not enough capacity, but in a few years, there may be overcapacity."

As a sales director, Qian Hui is naturally very concerned about the movements of his opponents.

Compared to Cosma and Gesstop, he is still confident.

But compared with the domestic manufacturers in China, he was empty.

"Our third hot stamping line, the previous proposal from the purchasing department was to directly copy the second production line."

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

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

All equipment is imported from abroad, and it is also imported by Deutsche Benteler.

In this way, the cost is definitely high.

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

"In addition to the heating furnace produced by our company, other presses and laser cutting equipment can indeed be considered to be purchased from Nanshan equipment."

Qian Hui naturally heard of the name of Nanshan Equipment.

Even he knew that the equipment of Benteler's biggest competitor in the field of hot stamping, Yangcheng Huaqiang plant, was all purchased from Nanshan equipment.

"Well, you talk to the people in the purchasing department and ask them to go to Nanshan Equipment to inquire about 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 give priority to TRUMPF.

But if the price difference is too much, then you will be embarrassed.

Even Benteler has this attitude, not to mention other manufacturers.

So TRUMPF laser cutting equipment, in recent months there is not a single order.

If no one in the industry is investing in new factories and there is no need for equipment, then this situation is normal.

However, now the hot stamping industry in China is the hottest stage, and TRUMPF still has not received any orders, and the situation is definitely not right.

"Molde, Benteler's procurement called me, and 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 reduce the price of our laser cutting equipment."

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

"Even once this situation is maintained for a period of time, everyone will slowly forget that there is still an option in the market."

Chen Liang's expression was quite serious, and he found Molde again.

"Are all Benteler considering buying laser cutting machines from Nanshan Equipment?"

Molde looked at Chen Liang in surprise.

This situation was obviously unexpected by him.

"Yes, they were the first hot stamping manufacturer to enter China before, so there are no particularly high requirements in terms of cost."

"In particular, the relationship between Volkswagen and Nanshan Group is very bad, and Yangcheng Huaqiang Factory, the largest and earliest hot stamping manufacturer in China, does not want to use it in Modu Volkswagen."

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

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

"I've heard that this manufacturer has a pretty good relationship with the Volkswagen of Modu, so Benteler must be feeling the pressure as well."

Chen Liang reported all the news he heard to Molde, wanting him to fully realize the seriousness of the situation.

TRUMPF's laser cutting equipment is very good, but the equipment in Nanshan is not bad.

Chen Liang himself has the best understanding of this.

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

But this logic that Chen Liang takes for granted, it is very difficult for Molde to understand.

Fortunately, this time Bentler's affair gave him a more immediate impact.

Slowly, Molde's mind changed.

However, whether it is the response speed of Trumpf or the strength of price reduction, there is definitely no way to compare with Nanshan equipment.

Therefore, even if Molde reported to the German headquarters, it would not have any obvious effect in a short time.

Regardless of whether it is the new domestic manufacturers or the expansion of production by original 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.

It's just that he himself is a little confused, will his luck be so bad next time?

(End of chapter)