Xiamen Golden Heron High-profile Recruitment Dealer Enters the Tool Market

On August 8th, Xiamen Jinlu Special Alloy Co., Ltd. (hereinafter referred to as “Xiamen Gold Heron”) held a grand investment invitation for cutting tools in Xiamen. This is the first time since Xiamen Jinlu's intervention in the field of cutting tools to use this field as its theme. High-profile market activities. Wu Qishan, general manager of Xiamen Jinlu, pointed out in the opening speech of the China Merchants Conference that this event aims to work closely with the tool distributors in various fields across the country to realize the strategy of Xiamen Jinlu’s “commitment to becoming a world-class tool supplier”. aims.

Previously, Xiamen Jinlu's market activities for the domestic public were mostly limited to industry exhibitions, and its products also entered the fields of aerospace, steam turbine manufacturing, and information industries in the form of project research. Such a grand investment conference was interpreted by the industry as the tungsten industry giant has accumulated many years of experience in the industry chain from tungsten powder, tungsten carbide powder, cemented carbide to cutting tools.

Offer preferential policies for a win-win situation

During the China Merchants Conference, Xiamen Golden Heron has repeatedly emphasized "win-win", and the day's activities also selected the theme of "Ascendas Herons Win Together". The reporter found that the participants were mainly small and medium-sized distributors. The explanation given by Xiamen Golden Heron is that choosing small and medium-sized distributors to jointly explore the market is more conducive to "win-win", especially for deepening the market in various regions.

Wu Qishan told reporters: “We hope that through the expansion of the nationwide distribution channel through investment promotion conferences, more users will be familiar with and use the tools of Xiamen Jinlu, and the localization of precision tools will be realized together with the users.” Xiamen Golden Heron attaches great importance to this The following investment promotion conference not only devoted itself to the organization of the conference, but its chairman Wu Gaochao, general manager Wu Qishan, deputy general manager Jiang Tao and Zhang Shouquan attended the investment conference for two consecutive days and communicated with the dealers in depth.

According to reports, Xiamen Jinlu has built a well-established sales and service network system as the basis for its future market strategy. It expects to provide cost-effective products and localized technical services to the market through a combination of direct sales and distribution sales models, and ultimately realizes The purpose of the domestic high-end tool brand.

In addition to the conventional incentive policies, Xiamen Golden Heron also held special preferential policies at this investment promotion conference. According to the different orders for the first order, 10% to 20% rebates of different proportions can be obtained. Rebates can be used for re-ordering and promotions. During each order, we can continue to receive rebates with the same proportion as the first single order. We also provide a full-time salesperson for the first batch of dealers with orders exceeding 400,000 yuan, and cooperate with dealers to do product promotion activities. It is evident that it is waiting for the "win-win".

These policies did arouse the attention of many delegates present at the meeting. Tianjin, a long-term distributor of Korean brand dealers, showed its keen interest in cooperation. Dai Shaojie, general manager of Yantai Kanghui Metal Materials Co., Ltd., did not know much about Xiamen Golden Heron before this time. The person in charge of the company who has been involved in the tool distribution field for less than two years is looking forward to this cooperation. Dai Shaojie also told reporters that he conducted in-depth research on the machinery manufacturing industry in Yantai and Weihai, apart from communicating with Xiamen Jinlu. In addition, it plans to conduct in-depth discussions on the distribution of Xiamen Golden Heron products.

Big investment

“In 2011, Xiamen Golden Heron’s investment in the tool business reached 760 million yuan, and it is expected to continue to invest 400 million yuan this year.” Wu Qishan said in an interview that such a large investment is to be able to make a difference in the field of cutting tools. Realize import substitution of precision tools. "As a core member of the state-owned listed company Xiamen Tungsten Industry, we have the advantage of tungsten materials, have the advantage of industrial chain, and are the world's largest supplier and exporter of tungsten powder and tungsten carbide powder. Xiamen Golden Heron should be localized in precision tools. In terms of making its own contribution, it should be able to become a world-class tool supplier."

Among the eight reasons for selecting Golden Heron cutting tools listed on the investment data, “big investment of RMB 1 billion” has also become an important selling point. Li Hui, General Manager of Wenling Xigong Tools Co., Ltd., said that he also valued Xiamen very much. The development scale and growth rate of Jinlu in the field of cutting tools, "In the past one and a half years, equipment investment of up to 1 billion yuan is deeply shocking."

At present, Xiamen Golden Heron products have covered turning inserts, milling inserts, solid carbide end mills and drill bits, and formed three series of solid carbide processing including "Pingyun", "Linfeng" and "Jiaoyu". End mill. According to Huang Yingda, manager of Xiamen Jinlu Marketing Department, Xiamen Jinlu will build a precision cutting tool manufacturing base covering an area of ​​150 mu in the future. The total cutting tool will increase from the current 6 million to 10 million, and the number of CNC blades will increase from 10 million. With 40 million pieces, the number of circuit board tools has increased from 20 million to 40 million. Wu Qishan set a time limit of five years for this target, and when the reporter asked for the time limit of “world-class”, Wu Qishan said: “About 10 years.”

According to reports, in the future, Xiamen Jinlu will establish a national operation system based on Xiamen as the base and operations centers in four major regions including East China, North China, Western China, and South China. The tool industry roadmap will gradually become clear.

From 5% to 50%, it is a strategic transformation

In addition to high-level attention to this investment promotion conference, Wu Gaochao, Chairman of Xiamen Jinlu’s few toasts at the dinner held on the day of the China Merchants’ Conference also attracted special attention from reporters: “Xiamen Golden Heron will focus on the production of tungsten powder and bar materials. A strategic transformation to the cutting tool industry.” This transition is by no means a trivial matter for a tungsten company that produces tungsten powder and bar materials with a total annual sales income of 2.5 billion yuan.

Wu Gaochao believes that China has experienced great developments in the equipment manufacturing industry in the past decade. This development has brought benefits to the cutting tool industry. In the future, China will continue to be a processing and manufacturing center in the world. Xiamen Golden Heron must seize this opportunity to vigorously Develop cutting tools. Wu Gaochao also told reporters in particular: “Our peers are all in transition, and we must also implement the transformation as soon as possible.” According to reports, tool products currently account for less than 5% of Xiamen Golden Heron's business, and the company’s senior management The tool business is expected to account for at least 50% of the entire business in the future.

Indeed, old companies such as Zhuzhou Cemented Carbide Group and Zigong Cemented Carbide Group have long sought product transformation. They have set up Zhuzhou Diamond Cutting Tools Co., Ltd. and Chengdu Grunet High-tech Materials Co., Ltd. as its main group The subsidiary company engaged in the tool product business has seen the most rapid development of Zhuzhou Diamond in recent years. Xiamen Jinlu entered the cutting tool market relatively late, and started the project in 2004. In 2005, the overall tool pilot production line was put into production. The second year of the CNC blade pilot production line went into operation and it took about three years to test the product. In 2009, the Jinlu Tongan Tool Park was put into operation, and the tool capacity achieved a substantial expansion.

A Beijing company has already begun to distribute the cutting tool products of Xiamen Golden Heron very early on. The person in charge of the company believes that Xiamen Golden Heron has a complete industrial chain from tungsten ore to powder, bar stock and cutting tools, and its industrial chain has obvious advantages. However, he also stated bluntly that “At present, Xiamen Golden Heron is lacking in the brand awareness and product line integrity of tool products and service response speed, but this is also due to the distributor and Xiamen Golden Heron during the development process. When faced with and promoted together, cooperation should not only look at the present moment, but also focus on the future after 3-5 years."

Representatives at the scene expressed to the reporter their concerns about the stringent payment deadline and return policy for Xiamen Golden Heron. Many dealers believe that the strategic transformation from production to sales formation to the entire enterprise is by no means a simple matter. For Xiamen Golden Heron, equipment, products, and technology may not be the problems. The biggest problem lies precisely in marketing. The appeals of distributors in different places are inconsistent. For Xiamen Jinlu, who is accustomed to the material business, it is necessary to face dealers and end users across the country. The marketing system needs to be restructured. How to coordinate direct sales and distribution? The relationship between the various dealers is a big test.