简体中文
Interview With Gwell -- To Create Innovative Internationalization
近日，橡塑业世界第二大展会CHINAPLAS 2016在上海新国际博览中心落幕。此次展会汇集全球逾3300多家展商，展出内容多元化，各类最新橡塑胶材料和加工技术皆在此展示。同时，结合“工业4.0”的革命浪潮，面对橡塑胶产业正进入升级转型、智能制造的新时代背景下，今年展会以“绿塑创新，智造未来”为主题，聚焦于环保、创新等新技术。
在展会现场，中国塑料机械网采访到了苏州金韦尔机械有限公司（以下简称：金韦尔）的总经理孙锋林。记者了解到，金韦尔成立虽只有短短的6、7年时间，但发展速度非常的快速，这与金韦尔坚持创新、不断进行新产品开发的企业规划是分不开的。
CHINAPLAS 2016, the world's second largest exhibition of rubber and plastics industry, was recently concluded at Shanghai New International Expo Center. More than 3,300 exhibitors from all over the world will display a wide range of latest rubber and plastic materials and processing technologies. At the same time, combined with the revolutionary wave of "Industry 4.0", in the face of the rubber and plastic industry is entering a new era of upgrading and transformation, intelligent manufacturing background, this year's exhibition with the theme of "green plastic innovation, intelligent manufacturing future", focusing on environmental protection, innovation and other new technologies.
At the exhibition site, China Plastics Machinery network interviewed Sun Fenglin, general manager of China Gwell Machinery Co., LTD. (hereinafter referred to as GWELL). The reporter learned that although The establishment of Gwell is only 6 or 7 years, but the speed of development is very fast, which is inseparable with Gwell adhere to innovation, new product development of the enterprise planning.
创新使企业焕发生机
金韦尔是一个专业制造板片、型材、流延薄膜生产线的高科技企业。通过孙总的叙述我们了解到，公司的发展历程主要分为两个阶段。苏州金韦尔机械有限公司作为金韦尔集团的直属公司，从2010年-2013还是参照集团的发展模式，主要是面向一些常规类的产品，产品的质量虽有，但附加值不高。在这一阶段，金韦尔发展的比较艰辛。孙总说：“面对所遇到的问题，我们进行了深入的思考后发现，如果按照既定方针走，金韦尔可以立足，但不见得能做强。痛定思痛之后，我们做出了调整，主要是在产品方向做出了一些创新，尤其是做了很多这个行业没有做过的一些设备。”在第二阶段，金韦尔开始致力于新产品的开发，包括氟材料，EVA胶膜，PVDF薄膜，石头纸等等。孙总表示，这些产品在现在这个行业内是比较少，而且是比较新颖的，同时市场前景发展良好。
Innovation revitalizes enterprises
Gwell is a high-tech enterprise specializing in manufacturing sheet, profile and flow film production line. Through sun's narration, we know that the company's development process is mainly divided into two stages. China Gwell Machinery Co., LTD., as a directly subordinate company of Gwell Group, has been referring to the development mode of the group from 2010 to 2013, mainly focusing on some conventional products with low added value despite the quality of the products. At this stage, Gwell's development was more difficult. "We thought deeply about the problems we encountered and found that if we followed the established guidelines, Gwell could survive, but not necessarily grow," Sun said. "We made some changes, mainly innovation in the product direction, especially a lot of devices that had not been done in the industry." In the second phase, Gwell began to develop new products, including fluorine materials, EVA film, PVDF film, stone paper and so on. Sun said that these products in the current industry is relatively few, and is relatively new, at the same time, the market prospect is good.
行业发展高峰期已过 细分领域有商机
行业发展高峰期已过 细分领域有商机
塑料机械行业发展的高峰期在2010年前后，2010年之后该行业的增长速度放缓，当然这和国家的经济环境是有直接关联的。孙总表示，近两年，受经济形势的限制，电子包装、食品包装增速降低，板片业也步入萧条期，这些现状造成这个行业目前来说是比较艰难的。
虽然，发展的高峰期已经过去，但并不代表这个行业没有机会了。从细分的领域来说还是有很多机会的，之前由于种种原因，该领域没有被一些大公司所重视。例如，这些细分领域产线的数量不会太多，难度又比较大，同时带有一些开发性的风险。所以，很多企业无暇顾及也不太解除这一块。但就是这一领域是金韦尔在2013年之后找到的一个增长方向，可以说就是通过这些小众产品的开发，才会有金韦尔机械的今天。孙总认为，大众领域虽然市场较大，但是属于红海竞争，从附加值角度说，无法给企业创造可观的利润。而作为小众行业，如特种膜市场，特种片材等特种材料这方面才刚刚兴起，机会是很多的。
The peak of industry development has passed and there are business opportunities in segmented areas
The peak of the development of plastic machinery industry was around 2010, and the growth rate of this industry slowed down after 2010, which of course is directly related to the national economic environment. Sun said that in the past two years, due to the restrictions of the economic situation, the growth rate of electronic packaging, food packaging is reduced, and the board industry has entered a depression. These present situations cause the industry to be more difficult at present.
Although, the peak of development has passed, but does not mean that the industry has no opportunities. There's a lot of opportunity in a niche that for one reason or another hasn't been taken seriously by big companies. For example, the number of production lines in these segments is small, the difficulty is high, and there are some development risks. Therefore, many enterprises are too busy to take into account this piece is not too relieved. However, it is in this field that Gwell found a growth direction after 2013. It can be said that it is through the development of these niche products that Gwell machinery has become today. Sun believes that although the mass market is large, it is a red sea competition and cannot create substantial profits for enterprises from the perspective of added value. And as a niche industry, such as special film market, special sheet and other special materials this aspect is just emerging, there are many opportunities
注重品牌宣传 树立国际形象
注重品牌宣传 树立国际形象
品牌是很重要，在宣传方面，不仅要通过自我宣传，客户对企业产品的肯定也是很重要的。孙总表示，近几年，金韦尔越发注重产品的售后服务，同时对产品进行不断的改进，只有不断迎合客户的需求，适应客户发展的角度，才能使公司的品牌、产品得到提升。同时，金韦尔每年都会花费80-100万用于展会推广方面。孙总说：“这都是值得的，通过这些综合性较强的展会，树立我们的品牌形象，同时可以让客户直接与我们沟通，了解我们的产品。”
Pay attention to brand publicity and establish an international image
Brand is very important, in the aspect of publicity, not only through self-publicity, customers' affirmation of enterprise products is also very important. Sun said that in recent years, Gwell pay more attention to the after-sales service of products, and constantly improve the products, only to constantly meet the needs of customers, adapt to the perspective of customer development, in order to improve the company's brand, products. Meanwhile, Gwell spends $800,000 to $1 million a year on exhibition promotion. "It's all worth it," sun said. "Through these comprehensive exhibitions, we can establish our brand image, and at the same time, customers can communicate with us directly and learn about our products."
