What is Shini Doing during Recession

Introduction

First half in 2011 has witnessed a favorable sales boosting both for Shini and the plastics industry. However, the globally economic recession in second half year strikes most of manufacturers and customers, causing orders slump throughout auxiliary equipment industry. It has been said that some of injection molding machine producers saw the sales declined by more than 30%.

Focus on Energy-saving and Pro-environment

Innovation is the essence of Shini products. The cooperation with colleges and universities allow Shini to fulfill research and development further with the help of resources in educational institutes. In 2011, Shini has declared multiple patent applications, including invention-type and product appearance.

Pro-environment becomes increasingly important and popular in the world, and this tendency drives Shini to specialize in this field. Newly-launch Energy-saving Dehumidified Dryers and Industrial Chillers using pro-environmental refrigerant have received a good reputation. Now Shini is working on variable frequency Chillers to meet demands of market.

Concerning Automation, Shini has recently developed small telescopic robots to cater to customers. Real-time monitor plus faults instant alarm is convenient to complete integration, which will advance production management to a high level.

Labor Shortage and Costs Rising

Shini is not the conventional labor intensive industry so employment shortage hardly affects the production. Shini continuously conducts staff training to improve each standard operation so as to raise efficiency. Also go-line of ERP and OA system make it possible for Shini to implement the automatic office management.

How to properly solve the problem of costs rising is imperative for every company and Shini is no exception. By introducing many automatic processing equipments, Shini fares well in regard to costs reduction and product quality guarantee.

Know-how Promotion

Apart from production, Shini also organizes know-how training such as product knowledge and craftsmanship for junior management staff. Automatic jig and fixture are made to improve production technology and enhance efficiency.

In the fourth quarter, Shini held the exclusive training seminar for overseas distributors, during which precious experiences and technologies can be shared.

Spare parts Supplying

Importance of spare parts supplying becomes prominent as sales business increases throughout Shini. In addition to warehouses based in Poland and America, Shini Dongguan established Precision Assembly Supply Center in April, 2011, which provides spare parts and accessories for all Shini branches and factories.

Branding and Marketing

In 2011, Shini took part in major domestic and overseas shows, including K-show, Chinplas 2011, Fakuma and Canton Fair. Undoubtedly, exhibitions provide a good opportunity for Shini to be exposed in the market and to promote Shini brand and image. Thus Shini is one step closer toward global branding strategy.

As for branding, Shini seeks to cooperate with globally renowned branding design company to promote Shini image via their successful customer s service. Preliminary work includes brand creation, optimization of visual identity and exhibition layout. Shini hopes to strengthen corporate image with this series of branding construction.

Expansion of Production Sites

Shini plans to build its sixth production base in Bishan County, Chongqing Province with preliminary planning area of 20 acre. This base is to work with mass plastic injection molding processes and after-sale service. Constructions of workshop, warehouse and staff dormitory would start in the second half of 2011. By 2013, the production yield will amount to 300~500 units per month.

The past two years saw the fast development in Shini India. To meet inceasingly demands of market, Shini India successfully purchased a 16,000 square meters plot in renowned Pune Chakan Industrial Area. The 1st stage of factory building construction with floor area of 7200 square meters is expected to be completed by the end of 2012. The overall investment on land, building and manufacturing equipment will exceed 4 million US dollars. After completion of the 1st stage factory building, the capacity of the manufacturing site will be 300~500 sets per month for various kinds of machine.

Outlook for 2012

Downturn of global economy debt crisis in Europe continues and recession strikes China for months. Despite this, Shini keeps innovating and launches new products suah as IML from Automation department, standard robots exclusive for domestic market and hot runner system.

For the coming year of 2012, Shini firmly believes that only by strengthening product research and development can we achieve the goal of sales boosting.