German Quality Made In China

German Quality Made in China

Schuler "local production" model practitioner - Schuler Dalian

Dalian, a port city in northeast China, is the center of China's heavy machinery manufacturing industry and has convenient logistics. German metal forming expert - Schuler is fully developing the metal forming market in China. The modern Shuler factory in Dalian is built in accordance with German standards and safety standards. It is an important cornerstone of Shuler's global production base and a key pillar of the group's productivity. With the establishment of Shuler Dalian factory, we are closer to our customers, which not only shortens the delivery time of products, but also speeds up the research and development of products for the Chinese market, and meets more demands of the Chinese machinery industry for high-quality equipment.

Headquartered in Shanghai, Schuler China employs about 1,500 people and has a production base in Dalian, Liaoning province. Oemer Akyazici, CEO of Schuler China, is responsible for the group's operations and expansion in China. To better understand the company's current operations, Archie travels frequently between Shanghai and Dalian to manage issues and plan for the future.

Archie has been in China for 16 years and has been recognized by many customers and colleagues. In 2019, Archie also received the friendship award from the Chinese government, fully recognizing his contribution to China's modernization drive. For Archie, China is his second home, where he has a deep understanding and strong feelings. "China is the world's largest press market, which plays an important role in Schuler's global strategy and the value creation model of" local production ".At the same time, through a strong local layout, we are able to gain insight into the needs of our Chinese customers."

In addition to pressure machines, Schuler's product range includes automation and software solutions, tooling, process technology and related services for the entire metal processing industry. Schuler provides customers with advanced forming technologies from networked presses to stamping shop planning. The production and service base in Dalian is an important part of the Schuler group. Its customers include not only automobile manufacturers and parts suppliers, but also companies from the metal processing and electric vehicle industries.

"We want to further consolidate Schuler's leading position in the high-end market, while at the same time expanding our existing product portfolio to better meet the needs of the mid-market segment." "There is tremendous growth potential in the Chinese market, and we want to take advantage of this opportunity to provide customized solutions to our customers." Schuler believes that product development and production must be more innovative, agile, and customer-centric in order to be able to respond and change in response to changing market conditions. In order to expand its market share in the mid-market, Schuler group must strengthen the localization strategy implemented in the Dalian plant.

Global strategy in China

The Dalian Schuler plant covers an area of about 18,400 square meters and contains three workshops and 1,800 square meters of office space. About 230 employees work there. Production director Gursel Goren is responsible for the operation of the entire plant. Archie would often meet with him to discuss the Dalian plant.

As part of Schuler's global production system, the Dalian plant adopts the Schuler production system and production standards to ensure the consistent excellent quality and performance of products, while shortening the delivery cycle to meet the needs of customers in the Chinese market." We have come to the conclusion that price and technical service are important considerations for many automakers today by tracking customer data in international markets. The reason why we choose Dalian as our site is that, on one hand, the price of local procurement has obvious advantages, so it is easier to further deepen the communication and cooperation with local suppliers. On the other hand, regular communication between the customer and our Sino-German quality team is more conducive to the common development of both sides." Goren explains. In short, localization strategy plays an important role in the standardization of assembly while reducing customer cost and project startup time.

Actively promote knowledge transfer to ensure consistent product quality

Shuler Dalian factory manufactures a series of presses with advanced technology, including Smartline high speed punch for producing motor punch and precision punch press FBfit. Schuler established a comprehensive knowledge transfer program to ensure that the equipment was produced in strict accordance with German standards and German quality. Mr. Zhao Xinmin, quality director, is responsible for monitoring the quality process.

"It is Schuler's primary responsibility to ensure quality excellence," Zhao said. "that is why we actively promote knowledge transfer and exchange between Chinese and German experts. We often organize training courses for employees to accumulate more professional knowledge. The Schuler China engineering team is responsible for developing new localized products and solutions and providing technical support to customers in China. Schuler China is now the production base for a lot of equipment and we are very proud of that." Relying on the German production standards, Shuler Dalian plant has fully guaranteed the function and performance of the equipment, and has obtained the ISO 9001 quality system certification, and has a systematic, strict and effective quality management system.

Focus on new products and solutions

"The Schuler factory in China strictly implements the Schuler German standard and aims to achieve zero defect production. As part of Schuler's global quality management system, we continually improve the quality of our products with Schuler's extensive experience and expertise. Zhao added. In terms of quality and market demand, his colleague Li Zuopeng gives a lot of help and support. Li Zuopeng is the director of Schuler's China engineering department, mainly responsible for listening to the voice of customers and understanding exactly what customers need. In order to meet the needs of existing and future new markets in China, he focuses on accelerating the pace of product development and implementing innovation through successful knowledge transfer, focusing on better developing products and providing targeted services and solutions for the middle market segment.

"If innovation is the DNA of Schuler, excellent quality is the most important competitive advantage, Schuler" Li Zuopeng are full of confidence, "with the most advanced technology, professional knowledge and efficient management, Schuler Dalian factory product quality has completely reached the Schuler Germany standard, and beyond the expectations of customers in China." The Chinese engineering team led by Li Zuopeng is mainly responsible for product research and development, and provides new product service and technical support to Chinese customers.

The future belongs to China

There is no doubt that China's economy will continue to grow at a high speed in the future, and the metal forming market will become increasingly important. Schuler has made full preparations for this and has made some achievements in China market strategy and positioning of the Dalian plant." In the future, Dalian Schuler will continue to play an important role as the center of Schuler's production in China and is committed to growing market share," said Archie. "this means we will localize more of our technology and expertise to meet customer needs in different product areas." He will also be making regular trips between Shanghai and Dalian over the next few years in an effort to achieve Schuler's goals in the Chinese market.

Source: Fogo Industrial Media