Gap between the most popular invisible champion of

The gap between the invisible champions of foreign mold industry and domestic enterprises

we often hear domestic mold enterprises complain about fierce competition and industrial profits. Now let's make some comparisons between domestic and foreign mold enterprises. The manufacturing industry has always been rich in invisible champions. According to the survey of German scholar Simon, according to the statistics in 2005, more than 1200 enterprises in Germany have occupied the leading position in their industry, with an average sales of 326 million euros. In China, the total sales of molds in 2009 was close to 100billion yuan, a slight increase from 95billion yuan in 2008. However, the average sales volume of 300000 mold manufacturers is far lower than that of Germany

first, analyze the gap

as the basis of industrial production, the mold industry is a high value-added industry, with an average profit margin of more than 30%. In automobiles, electronics, motors, electrical appliances, instruments, meters, household appliances, communications and military products, percent of the parts and components rely on molds. Compared with European and American markets, China's mold industry is in the stage of adjustment and development, and there are some problems hidden under the value of scenery:

1. The sales volume is low, and listed enterprises are still a few.

according to the statistics in 2006, there are about 30000 mold manufacturers and points. (this data has not been updated by authoritative institutions, and also reflects the immaturity of the data services supporting the mold industry at present). If it remains unchanged until 2009, In 2009, the sales volume was more than 100 billion, with an average sales of more than 3.3 million per factory, which is relatively low. From the perspective of listed companies, there are only a few. The main products of Tongling Sanjia moulds are integrated circuit packaging moulds, chemical materials and plastic extrusion moulds. The domestic market share of integrated circuit packaging moulds is more than 15%, ranking first in the country, while the plastic extrusion moulds also account for more than 30% in the domestic market, ranking first in the country. The total revenue in 2008 was 210 million yuan. Guangdong giant wheel mould Co., Ltd. is the only company in China that has the manufacturing technology of radial tire mould with two structures, two processes and two materials at the same time, and the first automobile radial tire mould company that adopts full EDM process. The industry scale ranks first in China. Chengfei integrates one of the four major automobile panel mold enterprises in China and takes the lead in applying the most advanced high-speed milling technology to the production of automobile molds, which has approached the international advanced level in mold manufacturing quality. In Hong Kong, Yihe holdings, which accounts for 70% of Toshiba OA system's parts and mold processing, made a profit of 250million yuan in 2009. Relatively speaking, there is still a certain gap between the sales volume and the output value of the mold. Only by converting most of the output value into the sales volume of the enterprise can we bring more profits to the enterprise

2. The industry segmentation is not clear.

the market strategy of the invisible champion enterprise is to focus on a specific market, continue to develop in depth, and finally occupy most (more than half) of the market share. However, can such a basic industry as mold be realized? Mold market space is often determined by the object of service, such as the automotive industry, home appliance industry, shipbuilding industry, as well as the emerging electronic industry, medical industry, etc., involving hundreds of kinds of parts and components. Looking at domestic mold enterprises, it is difficult for any enterprise to be the leader in a certain field. Many domestic manufacturers still produce and use their own molds, and the export type is mainly Hong Kong and Taiwan enterprises concentrated in the Pearl River Delta. Most enterprises have their manufacturing emphasis, and basically all industries are involved. They are in the stage of processing. Enterprises failed to achieve brand effect, which led to Huangyan, Shenzhen and Dongguan being famous for their important mold towns, but it is difficult to know which enterprise they are specific to

3. The development time is long, and the accumulation of customers and brands is not enough to affect the market.

referring to many prominent invisible champions in Europe, their average annual sales have exceeded 1billion euros, and some have exceeded 3billion euros. Their development process from the beginning to occupy the dominant position in the market takes about 21.6 years, Relatively speaking, China's mold enterprises fill less than 50% of the production technology of polyolefin common modified materials (including disintegrating materials); Starch filled polyolefins are not completely degradable except for light plastic preparation technology. However, with the evolution of globalization and the booming Chinese market, is the pace of the rise of Chinese mold enterprises relatively faster or slower? This requires industry standardization, market standardization, and more importantly, enterprises themselves can find another way to find their own blue ocean

II. Future market strategy

the improvement of China's consumption capacity will further stimulate the development of China's manufacturing industry. If the future development is simply to improve technology and quality, it is too general. Even technological innovation requires a clear positioning, which is consistent with the company's real market strategy. I have asked the directors of some mold manufacturers, and they all said that there are still few patents in the mold industry, and the mold level in China is still relatively low. This also reflects that the basis of enterprise development is positioning

1. Establish a brand from the professional start

at present, there are few well-known mold brands. We all know that Huangyan, Shenzhen and Dongguan are important cities for mold manufacturing, but few of them are well-known. At present, there are more than a dozen mold cities, mold parks, and accumulation production bases with a considerable scale in the country, and there are more than a dozen under construction, preparation, or planning, but the correct direction is to truly implement the enterprise brand. Just like whether the mold software is SOLIDWORK, UX or Cimatron, it can actually achieve the goals of design and simulation. However, each brand has its own characteristics, which make customers feel trustworthy. Mold enterprises are the same. Like Foxconn, it can "only do OEM of the world's top 500", or dominate the radial tire mold field like giant wheel mold. Mold involves a wide range of industries, and it is convincing that the quality of each product is excellent, but it is more advantageous to occupy a leading position in a small product

2. Innovation comes from precise positioning

innovation is too general if it is simply to improve technology and quality. Most mold manufacturers have bought back processing centers, steel and mold accessories, which are processed and assembled into molds according to customers' incoming materials. How can this process be broken through? It's really difficult. And most mold factories can produce almost anything, no matter cars, household or electronic products, as long as there are drawings, they will not refuse, which also gives enterprises no time to bet on innovation? It is difficult to adapt even to what aspects of innovation should be done. Some mold enterprises said that at present, most of the patents in the industry are still focused on technology rather than products, and it is difficult for mold manufacturers to innovate. The market strategy of the invisible champion enterprise is to focus on a specific market, continue to develop in depth, and finally occupy most (more than half) of the market share. Mold market space is often determined by the service objects, such as the automotive industry, home appliance industry, shipbuilding industry, as well as the emerging electronic industry, medical industry, etc., involving a hundred kinds of parts and components. Can real product refinement be achieved in such a basic industry as mold? Fortunately, some enterprises have taken this step, such as giant ship and mold tech. Mold tech has thousands of lines, and has more than half of the market share in the field of plastic etching. Only by truly defining products and markets can we clarify the positioning of enterprises, focus on what we are good at, and obtain greater profits from the evidence of the development of small and medium-sized enterprises in Europe and the United States. Both the long tail theory and the blue ocean theory refer to the principle of product refinement

3. Talent is still the key to decision.

the labor shortage in the manufacturing industry at the beginning of the year gave the manufacturing industry a blow. Considering the factors that our mold enterprise has not developed for a long time, it is not difficult to find the bottleneck of talent shortage. Compared with those invisible champions in Germany, whose enterprise personnel have maintained stability and scale for decades, mold enterprises should abandon the previous practice of relying on the creation of general workers, and gradually cultivate their own professional and technical talents, so as to truly improve the quality of enterprises. How to employ people and how to cultivate talents is not only a challenge for enterprises, but also a challenge for entrepreneurs

in the new year, China's development has become even more remarkable. Cars have broken through the 10million mark, domestic large aircraft are about to take shape, shipbuilding also ranks first in the world, and the world's largest consumer market for electronic products. All these contain opportunities and challenges. We expect China's mold industry to make faster and better progress, cultivate a number of brand enterprises that dominate in core technology, and make made in China equally convincing the world in terms of quality and quantity

it is often heard that domestic mold enterprises complain about fierce competition and low industrial profits. Now let's make some comparisons between domestic and foreign mold enterprises. The manufacturing industry has always been rich in hidden champions. According to the survey of German scholar Simon, according to the statistics of 2005, More than 1200 enterprises in Germany have occupied the leading position in their industry "Our technical experts not only do projects in the laboratory, but the average sales volume is 326million euros. In China, the total mold sales volume in 2009 was close to 100billion yuan, a slight increase compared with 95billion yuan in 2008. But the average sales volume of 300000 mold manufacturers was much lower than that of Germany.

first, analyze the gap

as the basis of industrial production, the mold industry is a high value-added industry, with an average profit margin of more than 30%. Automobile In cars, electronics, motors, electrical appliances, instruments, meters, household appliances, communications and military products, percent of the parts and components rely on molds. Compared with European and American markets, China's mold industry is in the stage of adjustment and development, and there are some problems hidden under the value of scenery:

1. The sales volume is low, and listed enterprises are still a few.

according to the statistics in 2006, there are about 30000 mold manufacturers and points. (this data has not been updated by authoritative institutions, and also reflects the immaturity of the data services supporting the mold industry at present). If it remains unchanged until 2009, In 2009, the sales volume was more than 100 billion, with an average sales of more than 3.3 million per factory, which is relatively low. From the perspective of listed companies, there are only a few. The main products of Tongling Sanjia moulds are integrated circuit packaging moulds, chemical materials and plastic extrusion moulds. The domestic market share of integrated circuit packaging moulds is more than 15%, ranking first in the country, while the plastic extrusion moulds also account for more than 30% in the domestic market, ranking first in the country. The total revenue in 2008 was 210 million yuan. Guangdong giant wheel mould Co., Ltd. is the only company in China that has the manufacturing technology of radial tire mould with two structures, two processes and two materials at the same time, and the first automobile radial tire mould company that adopts full EDM process. The industry scale ranks first in China. Chengfei integrates one of the four major automobile panel mold enterprises in China and takes the lead in applying the most advanced high-speed milling technology to the production of automobile molds, which has approached the international advanced level in mold manufacturing quality. In Hong Kong, Yihe holdings, which accounts for 70% of Toshiba OA system's parts and mold processing, made a profit of 250million yuan in 2009. Relatively speaking, there is still a certain gap between the sales and the output value of the mold. Only by converting most of the output value into the sales of the enterprise can it bring more wealth to the enterprise