Sheng Chyean Adopts Savvy Strategy to Lead Bar-making Machinery Sector

Many years of consistent dedication to fabricating bar-making machinery has helped build considerable success for Sheng Chyean, which has a solid reputation as a leading supplier of such machines in Taiwan on an ODM (original design manufacturing) and OEM (original equipment manufacturing) basis.

Sheng Chyean, founded in 1994 in Changhwa County, central Taiwan, started by selling machinery parts, and then diversified into producing specialized bar-making machinery. Its professionalism has enabled the company to be ISO9001: 2000 certified; while it operates two manufacturing plants in Taiwan and two others in China, employing nearly 100 workers.

The company has also moved to build a subsidiary in Thailand, which sources Sheng Chyean's finished bar-making machines to roll out steel wire rods and metal bars. In other word, the firm is ambitiously active to market its high-profile machines globally.

Full Product Line

Seemingly well on its way to become an empire of bar-processing machinery, Sheng Chyean already offers an amazing line of products, including combined drawing machine lines, bar-to-bar cold drawing combined lines, line-bar machines, metal circular pine/bar stock end chamfering machines, high speed round bar straightening machines, BK round bar straightening machines, high speed irregular bar straightening machines, automatic straightening press machines, automatic wire straightening cutting machines, flat mills and many other peripheral parts and accessories.

Realizing that one of the most tried-and-true ways to stay competitive in the global market is to consistently improve product quality, Yu-chuan Huang, president of Sheng Chyean, never allows each staffer in his company to forget the critical importance of such corporate motto. What also enhances the company's competitiveness even more is its effort to adopt another well-known marketing strategy: product differentiation or simply turning out items that are dissimilar to those of rivals. This technique, widely discussed in business schools, is especially savvy as not many in the bar-processing sector would think of tapping high-brow, apparently-advanced business tactics to improve competitiveness. "I think Sheng Chyean is always working on something different, setting ourselves apart from counterparts, as not many in the metallic processing sector are creative enough to adopt business-school strategies to improve the bar-making machine business," says Huang. Such drive and unconventional belief also keeps Sheng Chyean motivated to continually engage in product R&D and train its workers to be full-fledged.

Incorporating German and Japanese Functionality

For instance, Sheng Chyean recently unveiled a new bar-making machine, namely a multi-type extending machine. This unit effectively incorporates functionality already featured in counterparts made in Germany and Japan, but offers the added-bonus of improved design: adopting a high-tech computer, programs, and Mitsubishi-made controller to achieve the best balance between easy operation and high performance.

For better durability, the new machine adopts FC25 cast iron as raw material for its gearbox housing, and high-carbon, heat-treated alloy casting for gears. Besides, the bearings in this unit are all kept working optimally with attached lubrication systems, achieving performance that even exceeds that of similar SKF and NSK models, which are taken-for-granted as global leaders.

What's more, the machine's encoder can directly gauge lengths of materials that are to be processed on the machine, which works with a drawing seat to cut materials within a tolerance of less than 5mm. The unit also features an improved hydraulic-pressure-based dynamic-cutting function, coupled with a servo-motor controlled transmission, that cuts steel bars precisely and efficiently.

Extraordinary Warranty

Along with a strong commitment to delivering professional service, Sheng Chyean offers an extraordinary warranty: covering breakdowns in its machinery and even ones caused by faulty use. To minimize the chances of the company having to live up to its warranty liability, Sheng Chyean assigns senior managers, mainly general mangers, to take charge of installing machines and guiding clients to proper use, which effectively provides a complete turnkey solution. "Offering personalized, considerate services enables us to confidently deliver each machine with more added-value than competing models offered by Japanese and German counterparts," Huang said. One can also look at such service strategy as one aspect of its product differentiation on which Sheng Chyean insists.

Aiming to become listed in Taiwan, Sheng Chyean has already taken moves to adopt ERP (enterprise resource planning), PDM (product data management) and TQM (total quality management) to build a sounder, more efficient organizational structure, with such action able to help the company to boost production efficiency and reinforce resource integration, according to Huang.

Believing that attending global trade shows is an effective way to build corporate profile, more contacts, and showcase product expertise, Sheng Chyean will be exhibiting at a booth 13D78-04 at the International Wire and Tube Trade Fair 2008 in Dusseldorf, Germany, running March 31 to April 4. Moreover, Huang said that his company welcomes with open arms inquiries from overseas distributors interested in its line of bar-processing machinery.