聚焦纺织品印花产业的商机与未来
2019.05.20-22 广州琶洲保利世贸博览馆

 
Interview | Dongsheng Machinery: Diversified Development Focus on “Personalized Customization"
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Interview | Dongsheng Machinery: Diversified Development Focus on “Personalized Customization"





Attracting repeated consumption is the basis of the long-term survival of a company. Dongguan Dongsheng Machinery Co., Ltd. (hereinafter referred to as “Dongsheng Machinery”), formerly known as Dongyongsheng Machinery Factory, was established in 2003. In order to seek more sustainable users, the company based on the industry resource, followed the diversified development way, developed and produced silicone coating equipment, manual automatic printing machines, textile coated silicone and other related products, and committed to innovative technology and research and development of new products, which has made many breakthroughs.

Today, Dongsheng Machinery has 16 patent certificates, and has been rated as the Private-owned Sci-Tech Enterprise of Dongguana and Private-owned Sci-Tech Enterprise of Guangdong. It has a good reputation in the industry.






General Manager of Dongguan Dongsheng Machinery Co., Ltd., Mr. Li Donglai and the Reporter of Textile Printing

Diversified Development based on the Industry

“Don’t put all eggs in one basket”, this well-known western saying is often used in economics to encourage companies to diversify their investments, take a diversified development path, and avoid the risks of single operation. For the diversified development, Li Donglai, the general manager of Dongguan Dongsheng Machinery Co., Ltd., has his own unique insights. He believes that diversified development is not suitable for cross-industry. In a familiar industry, the relevant diversified development path is adopted, so that products can complement each other and make full use of them. Effective resources can achieve better economic benefits.

In the early years, Dongsheng Machinery has blindly diversified across industries, resulting in repeated setbacks and a reduction in scale. Fortunately, after stopping the loss in time, it was able to stabilize in this industry. Now Dongsheng Machinery focuses on the healthy development of the industry supply chain. Based on the production of coating equipment and screen printing equipment, it has turned to silicon research and development and quickly occupied the market of coated textiles. This is mainly due to the customer resources accumulated in the industry.

“Like the principle of hen hatch eggs, the use of machinery and equipment consumes materials. When we sell machines, customers also need the corresponding materials for production. We do good after-sales service for each product, and customers are willing to continue trading with us." Mr. Li said. It is the diversified development of Dongsheng Machinery to let customers use good equipment and good silicone to generate customer overlay effects and stimulate repeated consumption.

On the other hand, they are more familiar with the essentials of silicon production due to their extensive experience in manufacturing equipment; and they know how to improve equipment due to the production of silicone. The two complement each other and promote the upgrading of enterprise products.

Of course, even in the same industry, making such a leap is not an easy task. In the process of turning from equipment to silicone, Dongsheng Machinery has encountered many difficulties and made many attempts and running-in to achieve the product quality and product effects that are now accepted by users. At present, Dongsheng Machinery is mainly engaged in liquid silicone and screen printing equipment, which is widely used in the textile field.






Risks often exist, it is better to improve market competition

In recent years, the development of the manufacture industry has faced many unstable and uncertain factors. The trade friction between China and the United States has been escalating, the international trade environment has deteriorated, the cost of labor has increased, and the rents of factory buildings and raw materials have risen successively... These factors are overwhelming many enterprises. These factors have also affected Dongsheng Machinery more or less, especially the recent frequent changes in raw material prices, which have led to high production costs and correspondingly reduced profits, which affect cash flow.

But the risks and predicaments are not there today. They used to exist and there will be in the future. In the view of Mr. Li, the best response is to strengthen research and development and improve the market competitiveness of products. He stressed that only by constantly developing new products and expanding their business can they adapt to the ever-changing market environment.

Dongsheng Machinery has always attached great importance to independent research and development capabilities. In 2012, in the case that the domestic textile silicone market was occupied by high-priced imported products, Dongsheng Machinery concentrated on research, and after repeated trials and production practices, it finally successfully developed coated silicone DT1031 and promoted to the market, breaking dependence of textile silicone on imports. So far, Dongsheng Machinery has owned 16 patent certificates issued by the State Intellectual Property Office, and was rated as Private-owned Sci-Tech Enterprise of Dongguana and Private-owned Sci-Tech Enterprise of Guangdong.

In addition, Dongsheng Machinery also assisted the military industry 3543 to set standards and become the designated silicone supplier for the armed forces of the sea, land and air. Due to the self-produced machinery and equipment, Dongsheng Machinery can better understand the needs of users. At the same time, they strictly control the raw materials and apply them to the production after inspection, experiment and storage. Therefore, the quality of the silicone products is superior and stable.

The advantage of quality has driven the export business. Dongsheng Machinery's products are exported to South Korea, Portugal, Russia and other countries, and the feedback from customer is generally good.





Focus on “Personalized Customization” Targeted on Different Demands

With the change of consumption concept, the "personalized customization" business model is hot. During the interview, Mr. Li also mentioned this keyword. He pointed out that different customers have different requirements on the stretching strength, transparency and fastness of silicone. Therefore, tailor-made products tailored to customers and produce batch products that match customer needs will be the future of textile silicone and a great development direction.

However, at present, the recognition of silicone materials in China is not high, and many people mistakenly think that it is plastic. In fact, silicone is an environmentally friendly product that is non-toxic and can be decomposed after several years. It has been widely used in various daily necessities abroad. Under the increasingly stringent environmental requirements, domestic silicone products are expected to be further popularized and will be available in the future.


Mr. Li said that Dongsheng Machinery will focus on users and cater to market demand and deepen the field of liquid silicone. He believes that after setting the "liquid silicone", going in this direction will eventually break through the barriers and then surpass the competitors and walk in the forefront of the world.