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EMO debut-Fulaike debuts on the international stage
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EMO debut-Fulaike debuts on the international stage

2019-09-18 10:02

Fulaike: The first EMO of quality, differentiation and customization route    

                                            --Interview with Zhou Ruihua, general manager of Suzhou Fulaike Precision Tools Co., Ltd.

 

    The 2019 Hannover Machine Tool Fair in Germany, as an internationally renowned exhibition, gathers many powerful industrial players in the world. Suzhou Fulaike Precision Tools Co., Ltd. (hereinafter referred to as'Flake'), as a member of China's domestic cutting tool company, participated enthusiastically and completed the first EMO show. Zhou Ruihua, general manager of Fulaike, conveyed to the outside world the pattern of local Chinese enterprises based on the local and international perspective, and took the time to accept an interview with Li Wei, editor-in-chief of " Knife World " .

 

 

EMO debuts on the international stage

    Suzhou Fulaike Precision Tools Co., Ltd., a qualified supplier of China Aviation Development, was founded in 2004 and is located in the beautiful ancient city of Suzhou. With a cumulative investment of more than 40 million yuan, the world's top tool grinding equipment and testing equipment have been introduced. Fulaike is committed to the production and research and development of alloy cutting tools. The main products are: cemented carbide twist drills, step drills, end mills, reamers, etc. and various forming tools.

 

 

    2019德国汉诺威机床展览会,是富莱克的EMO首秀。在曾经对EMO进行过多次实地考察的周总看来,EMO展代表了世界上最先进的技术和最新的行业动态,所以富莱克精心筹备,郑重而来,此次不但带来了用于汽车、航空行业的切削刀具等常规产品,还有正在逐渐成熟的螺纹刀具、硬质合金的切削刀具等新产品参展的第一目标,自然还是宣导和展示,同时也是富莱克走向世界的开始,并通过参与国际性的展示,放大富莱克的企业格局和业务范围。而参展的初步动机,第一为对接国内的高端客户,进行交流和熟知;第二则是对接欧洲(包括东欧、中欧等)工业国家的相关企业,进行初步接触;第三促进富莱克刀具产品在德国的本土化。

   在EMO这类国际展会上,与国际品牌同台亮相,首先不能避免的便是同类产品的对比。笔者问到国产刀具和进口品牌的优劣差异时,周总表示:客观来说,国产刀具就单一品牌的单一产品来说,质量完全可以与进口品牌不相上下,但最大的劣势在于品牌优势不够。所谓的品牌优势,包括沉淀不够、厚度不够,主要表现在软服务方面:技术团队不够,服务网点不够,以及客户对国产刀具的信任度不够。趁此机会,也代表国内同行呼吁一下,希望客户能够客观对待,理智分析,多给国产刀具一些机会。”

 

 

国内、国际,皆以品质为先

    当前,外贸市场在富莱克总业务中比重大概为在15-20%之间,受“一带一路”国策影响,延伸国家的企业均与富莱克有业务往来,如东南亚地区、印度、波兰等地。主要业务来源为两部分,一部分为国内客户的延伸,另一半来自展会的开拓。不过,富莱克目前主要的拓展手段,仍以经销商为主。

    开拓国外市场,除了产品品质的过关,还会涉及后续服务。周总自信地说:“富莱克能够确保单一产品测试样品供样与实质生产产品的品质完全一致,做到输出以后,不会产生刀具本身的本质差异。而技术服务方面,有视频、邮件、电话等多媒体手段进行远程诊断及技术支持,依靠国家稳定的网络技术,进行远程解决。”

    而在国内现地化的技术需求方面,富莱克则会采取通过经销商进行点对点渠道技术支持的方式。富莱克充分配合经销商,加强从渠道到平台到品牌的粘结,使经销商对品牌有足够的自信,也使客户对经销商有足够的信任,如此良性粘合,增加品牌知名度。

    当然,无论国内市场还是国际市场,重中之重还是来自产品的稳定性。产品质量稳定,所需后续服务自然减少。单一产品的标准化,包括控制标准化、生产标准化、品质/出库标准化,是富莱克对每一家国内外经销商的承诺。

 

 

品质化、国际化、差异化发展路线

    在国内刀具市场,富莱克虽然一直比较低调,但始终保有自己的市场份额。比及很多同行,富莱克更注重为客户解决实际问题,诸如汽车零部件、航空零部件等,一直以为客户提供整体解决方案为主。对此,周总表示,富莱克通过15年的发展积累,总结出自己的经验,能够做到对所有零部件方案的完全消化与吸收,并拥有了一套独属于富莱克的经营方式和市场模式,形成了自己的标准,从而推出自己的产品。

    As a cooperative supplier of China Aviation Development, although Fulaike has never given up on the development of the international market, it still focuses its energy on the domestic market and maintains sufficient confidence and expectations in the domestic tool market. Speaking of this, Mr. Zhou further explained: "Now, although the current tool market fluctuates due to various reasons, and growth is encountering resistance, as the saying goes, the Chinese market is ours. The main base, the international tool market is the touchstone for Fulaike to go global, the bridgehead for continuous development and progress, and the test method for testing local products and world brand benchmarking test bases, as well as comparison with world brand products."

 

 

    At present, China's foreign trade tool market is uneven. There are those who focus on low prices and only ask about the price but not the quality. There are also those who attract attention with high prices. They seem to be prosperous, but in fact they have a difficult future and still have to work hard. Fulaike already has a share in the foreign trade tool market, and will continue to take further competition, just like Chinese-made knives replacing foreign brands during the development of the Chinese market, it slowly penetrates and gradually replaces foreign local brands, thereby expanding its presence in the foreign trade market. Business Category.

 

 

    At the end of the interview, Mr. Zhou said that the future of China's knife market must be a process of shuffling, and it is also a process of "big fish eating small fish, small fish eating shrimps". It is also a process of cutting tool companies practicing their internal skills and accumulating capital in a down-to-earth manner. The only thing that will not change is that the company must take the development route of quality, internationalization, and differentiation. It is even more obvious to establish the development direction of tailor-made and private customization. If blindly big and comprehensive, without distinctive features, companies will either stagnate or have a bleak future. For a long time, Fulaike has been practicing the route of providing customers with targeted and differentiated solutions. It has been developed for 15 years, and there will be a second 15 years and a third 15 years... in the Chinese tool market On the stage, intensive cultivation and continuous progress.

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