Five Questions, to Explore the Road of Development of the Auxiliary Equipment Industry Leader

 

Developed from a Taiwanese enterprise to an international famous brand which owns 6 manufacturing bases globally; from manufacturing of electrical thermal components to comprehensive auxiliary equipments including drying & dehumidifying, feeding & conveying, dosing & mixing, heating & cooling, granulating & recycling, systematic solution, automation solution and hot runner system; from a pure-play company to one of the globally biggest enterprises of auxiliary equipment manufacturers; Shini made its great-leap-forward achievement in technology and brand promotion. For 43 years, Shini stood out from a situation that almost all the high-end plastic auxiliary equipments are monopolized by foreign enterprises and became the leader of domestic auxiliary equipment industry. After the five questions, the author was marveled at the rapidity of the development, at the same time deeply understood the trek Shini had gone through with China’s plastic industry. Shini spirit was also seen and felt during the interview.

 

Speaking of high-end plastics auxiliary equipment, lots of foreign brand names will immediately come to mind. However, among all the auxiliary equipment suppliers, a Taiwanese enterprise specialized in producing all series auxiliary equipment has break through the old cognition. Its name is Shini.

 

Founded in 1969, Shini group now is specialized in researching, developing, producing and marketing of all series plastic auxiliary equipments. After 43 years of development, Shini, with headquarter located in Taipei, already have 6 production base and a R&D center globally. Its products have covered all the five continents and win a high reputation worldwide. Shini ranks the first in auxiliary equipment global sales. And also in domestic market, Shini has been on the first position for years. From Taiwan to the world, from a workshop nobody knows to a global famous brand, what did Shini go through on its way to success? What was the secret? And after 43 yeas’ accumulation, how dose Shini change the plastics industry of China? With all the curiosities, the author will take you to Shini, exploring the development road of the auxiliary equipment industry leader.

 

Q1: To expand production scale, what has Shini experienced?

 

In 1969, Taiwan was going through a period that all kinds of industries were in the ascendant. Yifu Wu, the founder of Shini, set up the original Shini named Shin I Electrical Work Shop in Taipei and specialized in electric heaters production, motor maintenance and electric cabinet design and assembly. After years of capital accumulation, in 1975, Shin I Electrical Work Shop entered plastics industry successful, with the first developed hopper dryer, it started its business in plastic industry. After being in plastic industry auxiliary equipment field for three yeas, the company officially changed its name to Shini Electric Heaters Co., Ltd. and expands its product lines. Mixing and blending series were put into production. From then on, Shini began its business of all series auxiliary equipments production.

 

Along with the development of Taiwan business and rising influence, market expansion became urgent top one on Shini’s agenda. Moreover, at that time the mainland China was in a period that plastic industry was just starting and demands for plastic equipment was strong. Under this background, in 1992, Shini group decided to set up its first branch in Dongguan Dalang, Guangdong Province: Shini Plastics Technologies (Dongguan), Inc. which later became the center of Shini Group in Mainland China. Until now, Ningbo branch established in 2005, India Shini in 2009, Pinghu Shini in 2010 and the under-construction Chongqing Shini, together with the Dongguan Shini and Taiwan Headquarter, Shini has firmly taken roots in China or even Asia markets.

 

 

The six Shini production base has its own responsibilities respectively. Taipei headquarter is responsible for Taiwan market and production of the most marketable products; Dongguan Shini is responsible for south China and overseas market and all series products manufacturing; Ningbo Shini is in charge of all casting products manufacturing; Pinghu Shini, the world’s largest manufacturing base of plastic auxiliary equipment currently, is in charge of eastern and overseas market as well the manufacturing of all series products. Shini India occupies the south Asia market and is responsible for the all series production. With the strong demands of Indian market, Shini India develops quickly and smoothly and becomes Shini’s first overseas production base.

 

If Shini is a banyan seed sowed in Taipei 43 years ago, then the seed has deeply rooted in China even Asia and grown into a huge tree. The six production bases are like six large roots of the banyan tree which deeply strike into Asian plastic industrial fertile soil. They are the foundations for Shini’s pursuing to be the worlds leader of auxiliary equipment.

 

Q2: How does one-stop shopping” mode help to make Shini the most complete auxiliary equipment supplier?

 

From the initial hopper dryer to the present hot runner system, and later the extrusion control equipment cooperatively developed with Italian Syncro Extrusion Process Control, Inc. Shini sets foot into plastics industry from the year of 1975 and gradually expands its product lines, by taking one-stop shopping strategy, Shini pushes itself into the world’s the most complete auxiliary equipment supplier.

 

Thoroughly drying and dehumidifying system

 

The drying and dehumidifying series products of Shini mainly adopt hot air drying including heatless dehumidifiers and honeycomb dehumidifiers and so on. Among them, the hopper dryer of Shini won the title of famous brand products of Guangdong province in May 2012.

 

 

Among all the drying and dehumidifying series products, the SCD - ES dehumidifying dryer is the most energy-saving models. The heat can be recycled which helps reduce power consumption. The model can automatically adjust the power consumption to the least according to the required dew-point temperature and hourly volume of plastic materials. Moreover, with silica gel honeycomb rotor, the power consumption of regeneration process is 30% lower than that of the molecular sieve honeycomb rotor.

 

High efficiency cooling system of mould temperature controller

 

In plastic processing, heating and cooling speed and accuracy of mould temperature system directly determine the quality of the products. Mould temperature controller made by Shini can achieve fast heating and cooling, at the same time can accurately control mould temperature. For instance, the fast heat and cooled model STM – RHC adopts high temperature steam to heat up the mould quickly and fills in chilled water to cool it after the dwell time. Through this way, the products quality can be improved and the molding cycle can be greatly shortened, as well the production efficiency can be improved.

 

SACC - 3000 air-cooling chamber has dew point below 10 ℃ of out air and temperature adjustable within 12 ~ 24 ℃, can effectively avoid dewing and improve the products quality.

 

 

High strength and toughness of granulating and recycling series

 

The granulating and recycling series products feature high strength and toughness. They are suitable for processing large solid materials. Among the models, SGS – 80120S single shaft granulator is specialized in crushing thick solid materials with high toughness and equipped with different screens according to the requirements of the customers. Adopt milling type crushing design and square cutters with surface depression, when one cutter go dull, simply rotate the cutter block and continue to use. Also the model is equipped with speed adjustable pushing device automatic controlled by hydraulic drive and independent console with auto and manual two modes selection.

 

Flexible roboots

 

Robots are the featured products of Shini in recent years. They are mainly used for rapid and precise removal of products and sprues from the injection molding machine. The European streamlines design presents a compact structure and elegant appearance. The transit type signal connection makes maintenance and replacement much easier.

 

Hot runner system: the rising star of mould industry

 

Hot runner mould has the most advanced gating system, by heating up the nozzle and manifold with heaters controlled by a temperature controller, the plastics in the runners from injection molding machine nozzle to the product sprues are kept in molten state. As an auxiliary equipment supplier, Shini in 2008 introduced hot runner technology and again expanded its product line. Since Shini hot runner business department established in November 2008, it introduced the most advanced management system and the technical equipment from design to production assembly and quality assurance, at the same time; it attracted many professionals and elites who ensured the development and competitiveness of hot runner product quality.

 

As a rising star in hot runner industry, Shini is focusing on mainland market at the beginning. Also Shini set out to cultivate a high-quality team to open up overseas market as well as stabilize the domestic market.

 

Accurate measurement of mixing and blending system

 

SGB series gravimetric blender has a maximum handling capacity of 3000 kg/h and at most it can handle eight kinds of materials at the same time. This series model adopts PLC control module, high precision gravimetric sensor and advanced dosing calculation method. When material proportion is less than 5%, the measurement accuracy can be reached within ± 0.1% and if it’s more than 5%, the measurement accuracy will be ± 0.3%. This series model is applicable for multiple materials accurate mixing according to weight ratio.

 

Q3: What cognition of brand construction can be reflected from Shini’s three times replacement of trademark?

 

Shini engaged in plastic auxiliary industry for 43 years and on brand positioning, Shini has been committed to creating a plastic auxiliary brand globally. From the initial Chinese character to the current English "SHINI", the trademark has changed three times which also represented the development history and brand construction from local Taiwan to the world.

 

 

The graph in the Chinese character trademark registered in 1995 derives from the initial hopper dryer of Shini which adopts the dryer appearance drawing and gives an intense visual feeling. People can directly think of Shini products. The trademark is not only the obvious sign for plastic auxiliary equipment, but also the first enterprise trademark of plastic auxiliary industry at that time. It has the epoch-making historical significance. In 1997, Shini products began to export to Southeast Asia countries. The initial Chinese character trademark can not hit the spot anymore. Then an early design of English trademark appeared. The English word SHIHI with red as the sub color for the core components of Shini products are electric heating element. Also it was the first time that Shini put forward the concept of service first. The word "SHINI" is short for "Service Heartfelt is Namely Ideal" from which we can see that service is the first thing Shini do for customers. Compared with high-quality products, Shini provides good service which can completely annotate SHINI spirit.

 

Along with the product sold worldwide and sales service centers established in every region around the world, Shini in 2001 designed the globally registered trademark and continue to use until now. Based on the design concept of simple is beautiful, the trademark uses black font with thick strokes aims to outline the prudent and rigorous corporate image, also clearly illustrates the features of machinofacture industry. The letter S” is intentionally put at sentence-initial to show that Shini puts service above everything. Red and blue colors circulating around S” means Shini expert at the application of heating and cooling and application of recycling. The integrity of red and blue colors resembles the shape of Tai Ji, which shows that based on services; Shini never stops developing and advanced technologies and innovations to ensure good quality in a bid to be the world leader. The entire mark of Shini is displayed seriously and vividly with bringing out the best between stereoscopic and dynamic senses. Easy to remember, the strong feature of being symbolic is reflected through the mixing of Chinese and western cultures.

 

The trademark change has seen the continuous development of Shini’s enterprise culture and brand construction. Also Shini spirit becomes kind of consensus. Shini always lists the employees’ satisfaction as the first and deeply knows that only with the satisfaction of the employee, customers they serviced will be satisfied, and in succession the enterprise can develop. In order to complete the vision, Shini puts forward its mission: to provide cost-effective and reliable products and solutions as the goal, with excellent service and support for reference, sincerely serve the global plastic industry; and at the same time, provide opportunities for employees and partners. From the mission we can see that service and quality are the two focuses around which Shini conducts its business. In the future, Shini will always serve the global plastic auxiliary users with whole-heart and grows together with the employees and partners.

 

Q4: What’s Shini’s action during off season?

 

"In Shini, there is only struggling and prosperity, no depressing", Kenny Wu, corporate president of Shini group, said so. From what he said, we can see that the words off season” can not be found in the business proposition of Shini. Developed from Taiwan local business to the worlds largest auxiliary equipment manufacturer, Shini will face all the ups and downs of the market. There is no off season, because Shini will always, by its own effort, be ready for any challenges as well as triumphs.

 

Create sustainable energy-saving and environmental-friendly products

 

Innovation is the eternal theme of Shini, in addition to its own research and development, Shini also cooperates with universities on research. After years of efforts, Shini has already declared a number of patented products and technology. These years the manufacturing of environmental protective and energy saving products has been an issue that all the enterprises confront with. Shini as well has done a lot of work these years. The dehumidifying and drying series and CFC-free refrigerant water chillers Shini developed are very popular among the users. Apart from continuously expanding new products and improving the production line, Shini has always been the pioneer in researching and developing new technologies. The newly launched robots and hot runner system, as well as the cooperation with Syncro, an Italian company specialized in extrusion process are all attempts Shini takes on new technology development.

 

Mr Aki Wu, the general manager of Shini Taiwan told the author that they believe that all the efforts they take will eventually make Shini a technology-based and service-aimed international group. From his words, it is clear that maintain the concept of innovation to satisfy the lasted demand is the key factors for Shini to win.

 

Perfect product supplying and service

 

Shini has been continuously expanded its production and sales network. Except the existing factories in Taipei, Dongguan, Ningbo, Pinghu and Mumbai, Shini is building its sixth production base in Chongqing to develop western market. Also Shini is expanding its sales network worldwide, until now Shini has agents all over the world.

 

Importance of spare parts supplying becomes prominent as sales business increases throughout Shini. In adition 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 the Shini branches and factories.

 

Skill training

 

Skill training has always been a focus on Shini’s agenda. Every year all the departments from technology to production of Shini make a plan of staff training. Through these training, the skills of the staff will be improved and the technology will be promoted. Also product training is taken place among the distributors and agents now and then, along with the development of the overseas market; Shini is always ready for any battles.

 

Branding and marketing management

 

For many years, Shini has been an activist in taking part in various kinds of exhibitions in plastic industry. Apart from many exhibitions domestically and in Asia-Pacific area, Shini also participate in top–level exhibitions globally, such as K-show and NPE through which Shini has its brand known by the whole world. Also, Shini takes part in INTERPLASTICA in Moscow and FAKUMA in Germany to step forward on the way of brand internationalization.

 

For many years, Shini has been an activist in taking part in various kinds of exhibitions in plastic industry. Apart from many exhibitions domestically and in Asia-Pacific area, Shini also participate in top–level exhibitions globally, such as K-show and NPE through which Shini has its brand known by the whole world. Also, Shini takes part in INTERPLASTICA in Moscow and FAKUMA in Germany to step forward on the way of brand internationalization.

 

As for brand construction, 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 brand construction.

 

Q5: What kind of influences does Shini has on global market and what is the expansion mode?

 

At present, except the factory in Mumbai, India, Shini also has offices and agencies in many countries such as Italy, Spain, Vietnam, Malaysia, Australia, America, Brazil, Mexico and Lebanon. It can be said that overseas market expansion is of vital importance for Shini’s brand awareness and internationalization of the brand construction.

 

CMT Srl SHINI ITALIA: as the sole agent of Shini in Italy, CMT Srl SHINI ITALIA was founded in 2008 and now has 28 employees. CMT Srl SHINI ITALIA also equips with stock machines to meets the requirements of Italy and other area of European markets.

 

Although facing the great challenge caused by the debt crisis sweeping Europe, CMT Srl has, relying on the strong high technical support and competitiveness of service quality stably occupies market share and became the supplier of the major Italian industrial groups.

 

VIP Plastics Machinery SDN BHD: VIP Plastics Machinery SDN BHD is a company with more than 10 years professional experience in plastic processing auxiliary equipment sales. The company began to agent Shini product in 2000 among which hopper dryers and SAL auto loader are most competitive. In 2008, Shini brought VIP Plastics Machinery SDN BHD under its own roof. Since then, the company became the agent of Shini and was invited to join its global expansion plans. Shini brought VIP company opportunities and confidence to carry out its marketing strategy and VIP Company developped Shini brand more competitive in Malaysia. During the long-term cooperation, VIP Company has been proved a very good agent of Shini which helps Shini product become popular and occupies a power market share in not only Malaysia but also Southeast Asia market.

 

SHINI USA: Shini China and Budzar industrials met in 2003 at NPE exhibition and together established SHINI USA. The outstanding quality of the products helps Shini win the North American market. At that time, Shini China and Budzar industries felt it was imperative to highlight the name Shini in the United States. Therefore they set up promotion in north America, from then on, the sales in the USA has increased progressively.

 

For many years, SHINI USA has been on the increase of product inventory to serve the plastic products manufacturers of the United States. In the first half of 2010, the sales of SHINI USA increased by 80% in the United States, and in a time of economic downturn, the sales in north American market was still very good. Compared by the high-tech American auxiliary equipment, Shini products are more competitive.

 

SHINI DO BRASIL: when Shini first entered Brazil market, it was together with the injection machine as full-plant equipment. At first, Shini has some agency business but has never integrated the business in Brazil. Before the establishment of SHINI DO BRASIL in 2006, the company had carried out plastic injection molding machine business, and at the same time also started to agent Shini products. Since the demand of machinery was increasing and the reliance on the quality of Shini auxiliary machinery, in 2008, under the support of corporate president Mr. Kenny Wu and former corporate technology center manager Norris Wu, Shini Group signed a sloe agent contract with SHIN DO BRASIL. The fact proved it wisdom in the first year after the contract, the sales turnover of SHINI DO BRASIL reached more than $0.8 million and it became the best overseas sales market of Shini. Until now, Shini has been considered as the biggest rival of many European brands in Brazilian market.

 

Besides the above-mentioned agents, Shini also has agents in many countries, such as Spain, Australia, Lebanon and Thailand, through which Shini products are sold worldwide, Shini brand is also know by the world’s plastic manufacturers.

 

Editors postscript:

The essence of Shini cannot be fully displayed in the above pages of the manuscript. In the 43 years’ of developing, Shini’s developments are not only in the expansion of products and sales, but also a bible of success. From a Taiwanese workshop to the worlds largest auxiliary equipment manufacturer and owes 6 production bases and a research and development center, as well as lots of agents worldwide, all the successes Shini achieved today are determined by its technology innovation, service network, staff training, and cooperation with famous companies.

 

Notes: this paper is translated by Lily from an article in Modern Plastic Industry Magazine.