Schleuniger, the Swiss manufacturer for cable processing machines has expanded its business in China with an own sales and service company and is also represented prominently at this year’s Productronica in Munich, as Wolfgang Merz, Executive Vice President Marketing & IT outlines in this interview with EPP Europe.
How important is the Productronica trade fair in Munich for you?
Productronica is the leading trade fair in Europe for the wire processing industry. Schleuniger will be represented prominently to introduce new products and to intensively exchange information with our customers, both on a professional and personal level. For visitors it is a unique opportunity to see what’s new in the industry, while we expect to get valuable feedback about our new products, present ourselves to new potential customers and benchmark ourselves against competition.
Which new products will you present?
Several new products will be introduced. Consequently following our platform approach, we are extending our range of fully automatic crimping machines with new CrimpCenter models and new functionalities. The TransferModule 6000, a transfer system to flexibly link standard processes, will be presented with new processing stations and options further broadening the range of possible applications.
Last but not least, we will present new fully- and semi-automatic benchtop machines like the new OmniStrip 9450 automatic cut & strip machine and for the first time also new wire twisting machines. Apart from all the product news, Schleuniger will also exhibit a large number of existing products – giving visitors the opportunity to get a good overview of our extensive product range in action.
In which direction is your company developing its automatic transfer system business?
Schleuniger offers semi- and fully automatic processing solutions for flat cables, IDC technology, optical, Coax and sensor cables. One of the most flexible and open platform systems is the TransferModule 6000, a transfer system, which can be equipped with standard processing stations, offering both proven production quality and high process reliability. Investment risk is limited in two directions: processing stations, which have been previously used in manual operation, may be integrated into the transfer system for further operation. The possibility to exchange processing stations may extend the operation beyond the end of a specific application project. Instead of going for even larger and more complex solutions, Schleuniger is extending development activities in the field of small automated systems. With the new TransferModule 1500 we will present such a highly flexible platform at Productronica.
What is special about the cutting and stripping machine OmniStrip 9450?
The OmniStrip 9450 incorporates new control and drive technologies and combines them with Schleuniger’s long-term experience in designing flexible cut & strip machines. At an excellent cost / performance ratio, it allows multi-blade processing of a wide application range while programming or integration in a production line has been significantly simplified. In a nutshell, it is a faster, more flexible and easier to use machine than its predecessor (see page 32).
Schleuniger has recently established its own sales & service company in China. What are the greatest challenges?
Although we have only recently established our own Schleuniger company in China, we have already been active in China for more than 15 years with an independent distributor. Especially in the electronics and telecommunications industry we have built up an important business during those years. With setting up own offices in Shanghai, Beijing, Shenzhen and Chongqing in 2007, we have fulfilled the request of many customers to provide extended services and support directly by Schleuniger. The greatest challenge was shifting our existing business from our distribution partner to Schleuniger without compromising market presence and customer service. We could manage the shift successfully in close cooperation with our distributor, as many team- and management members of our partner are now part of the new organization.
How positions Schleuniger itself against the Asian competition?
Instead of competing solely on purchasing price, Schleuniger machines allow customers to flexibly optimize their production with highly reliable machines. As labour costs are already rising in so called “low-cost” regions and new regions with cheap labour are more and more limited, Schleuniger focuses on high machine output on the one hand and optimized integration into production processes by minimizing unproductive time such as setup and maintenance on the other hand. Highly qualified local service, short reaction times and spare part availability are other important aspects – especially for our international customers.
For international companies, shifting production equipment on a global scale has become almost daily business. Schleuniger is one of the few companies in the industry that has worldwide sales & service structures in place that can accommodate different needs from central purchasing to competent local service in the country where the machine is deployed.
In the future will Schleuniger also produce machines in China?
At the moment there are no plans in place as our production quantities are limited. Of course we are increasingly using the possibilities of global sourcing mainly in Eastern Europe including first procurement projects in Southeast Asia, but strongly believe in our production locations in Switzerland and Germany.
Are there other markets you are specifically targeting?
We will consequently follow our customers worldwide, wherever they settle their production plants and management locations. We currently monitor the need for expansion of our existing sales & service network in East Europe and Central America, while keeping an eye on large developing markets such as India and Russia.
Productronica, Stand B6.205
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