Asian Die Industry Marketing Strategy Analysis

I. Review of the dynamics of the manufacturing industry that began in China around the year 2000 will now come to an end. The mold technology required for general home appliances and daily sundry goods represented by washing machines and refrigerators has been transferred to Asian countries represented by China, with the exception of special ones. On the one hand, issues such as quality management, environmental pollution, and patents and intellectual property rights have risen. On the other hand, changes in the exchange rate of the Chinese currency "yuan", coupled with the development of China's basic industries, make it difficult for overseas basic industrial enterprises to obtain benefits from the Chinese market. Therefore, we will turn our attention to India, which has a large consumer market. Whether it is the automobile industry, household appliances industry, or the general merchandise industry, we are developing into new markets in India. Therefore, the mold industry necessary for these industries is also beginning to develop rapidly in India. development of. The operation of Indian molds can be summed up as the "business of theory" as the main business of the individual industry. It is not an empty talk that "mold is an important industry and thus manufacturing and selling", but "how mold management can make investment to see benefits" and "important How is priority given to liquidity?" Based on this theory, we have built a new mold industry that has not been seen in Asia. It is not as a transient industry, but a basic industry that has long been focused on. Therefore, from the long-term point of view, the Indian mold industry is highly likely to transfer its main body to India. Molds from various countries in Asia use charts to evaluate their technical level and sales to international and domestic markets.

The forms of mold production and operation in various Asian countries are mainly in the form of “home-made and self-use”, and mainly consist of small and medium-sized scattered enterprises. Die and Mould manufacturing enterprises are mainly scattered small and medium-sized enterprises, not only in Asia but also in the world. It is mainly distinguished from "self-produced and self-employed" or "out-of-trafficking operation". Japan's self-produced and self-use rate reached more than 70% in the 1950s and 1960s, but by 2006 it was only 25.5%. All other countries in Asia do not necessarily follow the path that Japan has gone through. Export-oriented mold makers in China are exploring completely different production methods. In the future, the mold industry in the Asian countries will accelerate its development in the future. It is very important to predict the direction of its development and operation, but it is difficult to do so. It can only be analyzed from several factors. Transferring the problem to countries with lower wages and other expenses, the transfer of the mold industry so far has shifted from Japan to South Korea, Taiwan, and then to China, Malaysia, and India. Its main driving force is “to countries with lower wages”. It will take a longer time to move to Vietnam, Indonesia, Cambodia, and other countries where wages are cheaper. This is due to the fact that the market demand for molds is not only "cheap", but more importantly, it is a high-quality labor force. The shortage of talent is even greater. Projects; The development of free trade in Asia is unlikely to be zero tariffs like Europe, but it is positive to go in the direction of zero tariffs. The case in the Philippines can prove this, and as a result, molds will undergo major changes in the supply of local production. The winners in the competition will be "manufactures with special skills"; the development of the Asian mold industry will surely go global, so it is very necessary to accurately grasp the operations of exchanges.

In the past, most countries in Asia settled their bills in U.S. dollars. Now that the form of the euro is being developed, China is moving toward the core of the world economy. The movement of *** has also attracted attention. Ten years ago, the change of the US dollar has caused the economic situation in Asia to become a thing of the past. For example, the mold industry in India is affected by many cases involving the euro. Singapore, Malaysia, and India are all doing their own operations in accordance with exchange rate changes; European technology has been The west of Asia begins to enter. In the era of Japanese and Chinese systems, the Japanese companies with poor Japanese and Chinese dialects were very small, and they did not care much about Asia. However, from the economic development of India and occupying the tip of Asia, coupled with its English system, European countries gradually entered from the west side, especially Germany and the Netherlands, not only as direct investment companies in Sri Lanka, but first from the basic industries. Education started strategic entry, and activities in education and training facilities have been carried out in India and Thailand. In the future, Asian mold industry will gradually increase the way in Europe (Germany, the Netherlands, Portugal and other countries); the machine tool industry has a close relationship with the mold industry, and the national mold industry, where the machine tool industry thrives, will develop rapidly, and the Asian machine tool industry has so far With Japan, Taiwan, China, South Korea, and Thailand as the center, India started to develop the machine tool since 2006, and the machine tool has been CNC-based.

India has developed software that is beneficial to the development of CNC machine tools, and is more conducive to the development of molds. It will be possible to rewrite Asian mold production maps; who will grasp the dominance of Asian mold production? Mastering dominance is not only technology, but also management, decision making, language, and capital are all important factors. In terms of technology, Japan has allocated groups. In terms of operations, it is a Chinese-owned company. Planning and decision-making is Singapore, language is Indian, and capital is the balance of the three countries. Who can move in these areas in the future will be able to grasp the dominance.

The state of the Asian mold industry is in a state of "developmental progress." There are still many issues that need to be resolved to accelerate its development. The first is the question of talent training. The key to mold production is high quality, and talent is the core. In Japan, the way OJT was used in the past (teachers and apprentices trained in daily work) It takes about 10 years to cultivate a good person. The absolute quantity is insufficient, and it is difficult in a short time. Many people are tired to train, and this way is clearly difficult in all Asian countries. How to train talent is a key issue in the development of the Asian mold industry, followed by quality management. Asian mold manufacturers are all working hard to achieve the ISO9000 quality management assessment. This standard in Europe is not suitable for mold manufacturers. The quality management mode of mass production and the different quality management methods of the molds are completely different. It is not the quality management of the “management center” and should be quality management suitable for the situation on the spot. The managers and managers of mold manufacturing companies in various countries in Asia tend to leave the production site. The third is after sales service. Molds for sale are basically out of service. How to make the outsourced mold manufacturing enterprises actively develop the “after-sales service without benefits” is a problem that must be solved for the outsourcing mold enterprises to produce high quality molds. The fourth problem is the protection of confidentiality. Since many molds are produced for their own use, their awareness of the protection of confidentiality is poor.

There is a long-term cooperative relationship between Japanese mold makers and users. Even if there is no contract to protect confidentiality, there is a habit of drawing out drawings, and the Ministry of Economy, Trade, and Industry (METI) has also issued notifications. In the future, along with the progress of globalization, the geographical distance between users and mold companies will be able to maintain a new relationship with each other. The issue of “protecting confidentiality” will become even more important. The fifth issue is the problem of employee turnover. Mold companies in all Asian countries except Japan are important issues. How to prevent them is important, but in this environment, they can also be well managed. It is more important that there are no problems in production. Subject.

Second, China's mold industry and its operating characteristics of China, known as "the world factory", as the basis for the production of the mold is the world's largest power over Japan. Whether it is as a user who has obtained overseas supply, an opponent of the Japanese mold industry competition, or a partner who may be partnered with Chen Wei in the future, one cannot ignore the existence of China. Overview of the Chinese mold industry: According to the recently released figures (2003), there are 20,000 companies, 500,000 employees, and an output value of 45 billion yuan (1,15 yen to 675 billion yen), which are respectively 2 times, 5 times and 40% of Japan. The mold price is about half that of Japan, and the number of molds produced is roughly similar to that of Japan. However, this figure is "state-owned enterprises and non-state-owned enterprises with an annual output value of over 5 million yuan." Actually, the number of companies is between 6 and 70,000. (Editor's note: The above statistics and arguments are the opinions of the authors of the Japanese language, which differs from the actual situation in China.) This figure was five years ago. Considering the trend of development in recent years, its annual output value is similar to that of Japan, and its number of models exceeds that of Japan. According to capital division, enterprises can be divided into four categories; State-owned enterprises, formerly state-owned enterprises, are mostly subsidiaries of the state-owned group, such as FAW Mold Manufacturing Corporation of FAW Group. It is characterized by a large number of factories with hundreds of employees and a large number of factories. It mainly produces medium and large-sized molds. Its equipment is mainly made in China. In recent years, it has also actively purchased foreign equipment. Its supply targets are not only within and outside the Group but also Social and foreign supply; Some private enterprises, formerly state-owned enterprises that are currently partially privatized, are mostly funded by leading cadres of enterprises or investment companies including foreign investment, such as Hisense Group's Hisense Mold Co., Ltd.; private enterprises. When the original state-owned enterprises purchased and set up all the private capital, they were all private capital. There were both home-based factories that mainly consisted of ordinary equipment and factories that introduced the most advanced equipment. The technical strength of the former was very different; the foreign-funded system enterprises, In companies in Hong Kong, Taiwan and Japan, there are more Japanese companies producing more than 261 companies (as of September 2007).

The characteristics of the operation of Chinese mould enterprises are as follows:

1, a very detailed division of labor and specialization. Pyramid organization system has a considerable size of the mold factory has a very detailed division of labor and professional, generally divided into the design, mechanical processing, finishing processing, further, such as in the design work is divided into CAD, CAM, in the machining On the other hand, they shared electric processing, wire cutting, and NC machining, respectively. In the finishing work, they were divided into fine divisions such as grinding and assembly. Why this is so, the instability of workers is one of the reasons. For example, a mold factory in a port department leaves every month at 4%. Every year, 40% of the staff need to be replaced. Unstable personnel has become an obstacle to learning and mastering technology. In a short time, mastering technology requires careful division of labor and professionalism. This situation has made the management and general workers' wages more distant, but also in the factories that implement piece-rate wages, some workers can get double or triple wages. It is this kind of China's strength to be able to specialize in this kind of division of labor. There is also a point in the processing method, using the production line and saving the process, but the complex mold can not be done, and the simple mold can be combined into various molds from the design. It is said that the automatic series of stamping dies are not available locally in China. From the aspect of personnel costs, due to the characteristics of automatic tandem, the conditions and market environment for cultivating such dies are not available.

2. Cashism. From a financial point of view, it does not attach importance to long-term benefits to pursue short-term benefits. Do not attach importance to quality and service to establish long-term benefits, only pay attention to the order price, how much profit, use low-cost materials and mold structure to pursue greater profits. In Japan, a payment is made after acceptance, and a deposit must be delivered in China. Of course, payment conditions may also change due to changes in the competitive environment.

3, strong desire for equipment investment, many mold factories in China in the absence of orders, but also to invest in expanding the scale, not based on the demand for children to expand, but with conditions to attract users, which is completely different from the Japanese mold companies thinking. The reason for this is the horizontal development of "merchants" toward the molds, which are produced from molds for automobiles, household appliances, and daily necessities, and have a wide range of users and balance their production capabilities. Another reason is that the vertical development has been expanding from department to assembly and all fields. Contrary to this desire to expand the scale, today is the pursuit of technology to increase the added value, such companies are rarely seen.

4. Instead of "cultivating" technology, it is necessary to "buy." With good equipment, skilled workers who do not master the corresponding technologies can not obtain good benefits. It takes time to cultivate talents and it is better to buy more convenient. Nowadays, many private enterprises have better equipment than foreign companies than Japan. Japanese technical personnel or technical consultants and deputy general managers are employed to guide the site. Not only Japanese but also Korean are invited. Since Japan may be worried about outflows of talents and accompanied by outflows of technology, the Japanese quit and South Koreans can also assume this task.

5, the rigorous attitude of the mold. There is a lack of rigorous attitude toward the manufacture of molds in the business. The shape and accuracy meet the requirements. Even if there are some glitches, they can be solved in the post-processing. As long as the total cost is favorable, they do not pursue higher requirements. Japanese companies are convinced that "as long as they can make good things, they will have benefits." The tendency to combine technology and business is very strong. In China, it is different. "Make things good and be effective" are two different things.