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"Three Orientations" Establishing a Benchmark and Unswervingly Creating a Brand——Interview with Sun Jianxun, General Manager of Chaoyang Lianqiang Roll Co., Ltd.

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"Three Orientations" Establishing a Benchmark and Unswervingly Creating a Brand——Interview with Sun Jianxun, General Manager of Chaoyang Lianqiang Roll Co., Ltd.

  • Time of issue:2023-07-04 10:06

"Three Orientations" Establishing a Benchmark and Unswervingly Creating a Brand——Interview with Sun Jianxun, General Manager of Chaoyang Lianqiang Roll Co., Ltd.

  • Time of issue:2023-07-04 10:06
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       On the occasion of the seventh China Brand Day on May 10, 2023 and the World Environment Day on June 5, Chaoyang Lianqiang Roll Co., Ltd. (hereinafter referred to as Chaoyang Lianqiang) won the "2023 China's Excellent Steel Technology and Service Supplier Brand" and the title of "Green Benchmarking Enterprise in the Steel Industry Chain". Its high-speed steel roll manufacturing technology won the title of "Good Green Technology in the Iron and Steel Industry".
  Why was Chaoyang Lianqiang able to maintain its position and banner when it encountered great difficulties in relocating from the city (from Tangshan to Chaoyang, Liaoning)? With this question in mind, the reporter went to Chaoyang to interview Sun Jianxun, general manager of Chaoyang Lianqiang.
  Sun Jianxun talked eloquently. He believes that brand is the common pursuit of producers and users. Giving full play to the leading role of brands and promoting the upgrading of the supply structure and demand structure is conducive to stimulating the innovation and creativity of enterprises, promoting the rational allocation of production factors, improving product quality, promoting the honesty and trustworthiness of enterprises, strengthening environmental protection and resource conservation, and achieving a more harmonious, Fairer and more sustainable development.

Structural transformation has a clear banner

       When talking about the specific concepts and measures for creating a brand in roll production, Sun Jianxun said: It is an irresistible trend that the domestic steel industry must reduce production capacity by 20% to 30% in the short term. As far as the roll industry is concerned, the production of compressed steel is equivalent to a corresponding reduction in the market demand for rolls. However, this year Chaoyang Lianqiang's production and operation are generally not affected by the market. The reason is that Chaoyang Lianqiang has carried out strategic relocation in the past three years and actively reduced production. Judging from the overall operating data of Chaoyang Lianqiang in 2022, whether it is orders, production, sales, as well as payment collection and benefits, they have maintained a growth rate of more than 30%.
  Sun Jianxun returned to Chaoyang Lianqiang from Delong Roller for nearly two years, and the first job he did was to transform the company.
  The first transformation is the transformation of roll product structure. This is the transformation with the adjustment of the steel structure. The proportion of national demand for long products, rods and wire products, and engineering materials is declining due to the impact of the reduction in real estate and infrastructure projects, while the manufacturing industry has increased the number of plates and strips, and the ratio of plates and strips is increasing. This is bound to affect changes in roll demand. Therefore, Chaoyang Lianqiang judged the situation, predicted this change, and adjusted the product structure in a timely manner.
  The product structure transformation and adjustment policy proposed by Chaoyang Lianqiang is: to produce refined bar and wire roll products, to strengthen plate and strip roll products, and to produce large steel roll products.
  Why do fine rod, wire and roll products? Although the demand for rods and wires is decreasing, a lean camel is bigger than a horse. Even if the production of rods and wires in China is reduced, its total output will still be higher than that of foreign countries in the future. Even if it is further compressed, it will maintain an annual demand of more than 200 million tons within ten years. Therefore, as the traditional advantageous product of Chaoyang Lianqiang, rod and wire rolls occupy a leading position in the industry and must be maintained, and the maintenance measures are to be refined. So, how to do fine?
  One is to use the brand advantage of Chaoyang Lianqiang to transform into the field of special steel rod and wire rolls, as well as other roll fields. For example, in the field of special steel rolls such as high-temperature heat-resistant steel, corrosion-resistant steel, pressure-resistant steel, and weather-resistant steel, domestic demand will increase in these areas.
  The second is to complete the R&D and production of such steel rolls. Among the domestic roll peers, there are not many companies with product research and development capabilities. Synnex and Synnex can completely enter and occupy the field of long product production of these special steels by virtue of years of experience in new material design and process development. This is Chaoyang The main connotation of Synnex making fine rods and wire rolls.
  Strengthening the strip roll is another core strategy to strengthen the Chaoyang Lianqiang brand. Starting from 2022, the strip rolls produced by Chaoyang Lianqiang will account for more than 30% of the total contract volume. This performance is the result of Synnex's focus on the development of strip rolls two years ago. will gradually increase.
  The core technology of strip rolls developed by Chaoyang Lianqiang can be used in the production of strip rolls from 950mm to 1450mm. Chaoyang Lianqiang has gathered a group of outstanding engineers in the field of strip roll technology in the industry. These people have a professional background and have many years of experience in front-line production and R&D. They understand the technological development trend and key production technologies of the world's strip rolls, and have played a huge role in strengthening the brand of Chaoyang Lianqiang Rolls.
  The production of large-scale steel rolls is based on Chaoyang Lianqiang's newly installed 30-ton and 15-ton industry-leading electric furnaces. This large-scale equipment has entered the debugging stage. These electric furnaces are actively prepared for the production of section steel roll products. Chaoyang Lianqiang observed that the construction standards for China's construction type steel have been issued. Since building section steel can increase the utilization rate of the effective building area and save energy and resources, the utilization rate of section steel in the construction industry will increase significantly.
  Because of this policy change, Chaoyang Lianqiang has provided support for entering the section steel roll market. Section steel roll is a large consumable in the manufacturing industry. Making large-scale steel roll products in the industry is the third direction of Chaoyang Lianqiang's overall product adjustment.
  The second transformation is the transformation of customer structure. Chaoyang Lianqiang is a brand enterprise with a history of 40 years. According to statistics, since the establishment of the factory, the company has provided 350,000 high-end rolls to domestic and foreign customers, and more than 300,000 tons of high-end rolls. 700 million tons of steel in the world are used Synnex rolls are rolled out. Lianqiang Roll is a registered trademark in China and a famous brand product in Hebei Province. It has a very high reputation in the steel industry at home and abroad.
  In order to maintain the sustainable and healthy development of the company, Chaoyang Lianqiang decided to classify users. For high-end customers with development potential, advanced technology, unique products and good reputation among domestic and foreign iron and steel enterprises, it is necessary to actively develop good cooperative relations; Those dishonest customers who have irregular management, lack of competitiveness, and do not pay attention to market rules will resolutely terminate cooperation. Such an adjustment has practical significance for enhancing the brand image of Synnex Roll and leading the development direction of the industry.
  Chaoyang Lianqiang plans to make the product structure and customer structure of the enterprise present a brand new look through two or three years of adjustment. For the national rolling industry, it is the right time to do something and not to do something.

Brand building overcomes difficulties

       Sun Jianxun believes that Chaoyang Lianqiang will focus on brand building in the future.

He said that brand building is first of all to maintain brand dignity. In the past, the cost performance was not considered, only the lowest price was considered, which became a chronic disease hindering the development of the steel industry and the roll industry. It is very difficult to carry out brand building in the environment of winning bids at low prices, and we must intensify our efforts to overcome difficulties.

  Sun Jianxun believes that only the iron and steel industry that can rely on brands to select suppliers from both concept and practice can be called a far-sighted and mature industry. At present, there are not many domestic enterprises that can do this. The low-price bidding mechanism is harmful to good roll manufacturers and brands. The lips are dead and the teeth are cold. If the rolling industry is not good enough, who will serve the steel rolling enterprises?
  To sum up, some low-end customers who are not suitable for the development needs of Chaoyang Synnex will be resolutely discarded with dignity.
  The second is to carry out brand rights protection. When it comes to rights protection, it is aimed at some phenomenon that the Synnex brand has been illegally violated.
  Chaoyang Lianqiang was founded in the early 1970s. It was formerly an enterprise jointly established by the Iron and Steel Research Institute and Fengnan County. At present, it has more than 40 years of production history of small and medium-sized centrifugal rolls. With the hard work of several generations of Lianqiang, Synnex rolls have the most mature centrifugal roll production technology in the industry. With the support of multiple advanced technology invention patents and utility model patents such as the centrifugal composite high-speed steel roll patent technology pioneered by Synnex, Synnex has maintained China's The market share of small and medium-sized centrifugal rolls is the first, and it has maintained the first export volume of small and medium-sized centrifugal rolls in China for 25 consecutive years. Therefore, the Synnex brand enjoys a high reputation in the roll industry and is a famous brand product in the industry. In the current market, there are only two surviving companies that belong to the "Synnex Roll" brand enterprises. One is the original Tangshan Lianqiang Metallurgical Roll Co., Ltd., and the other is Chaoyang Lianqiang Roll Co., Ltd.
  Precisely because the Synnex brand has a good influence in the industry, during the strategic relocation of the Synnex Roll from Tangshan to Chaoyang Construction, some of the roller peers in the society had a speculative mentality and privately added "Synnex" to the company name The name of the company, using the influence of the Synnex brand for personal gain, misleading customers to pay for counterfeit and inferior products, some steel mills suffered losses as a result. This illegal behavior has also caused huge damage to the credibility and reputation of the genuine Synnex brand. Such enterprises have disrupted the order of the industry, disrupted the market environment, violated laws and regulations, and caused adverse effects in the industry and society. Of course, such enterprises will eventually be severely punished by law. Chaoyang Lianqiang is launching legal measures to deal with these enterprises by using trademark law, anti-unfair competition law, and domestic registration regulations. If such enterprises continue to violate the legitimate rights and interests of Chaoyang Lianqiang, Chaoyang Lianqiang will use legal means to safeguard the dignity of the Synnex brand and its enterprises.
  A strong country, a strong enterprise, and a strong brand must not only have the ability to bring benefits to others, but also must have the ability to crack down on illegal infringements and infringers and recover losses. Chaoyang Lianqiang will maintain the brand through the above measures and build a brand building platform.

Five determinations, three changes, two awards, and four promotions add vitality

       Sun Jianxun believes that the core measure of brand building is continuous transformation and upgrading, including technological upgrading, management upgrading and operating mode upgrading.
  The "three orientations" in the enterprise development goal of "creating a high-end green digital new manufacturing benchmark that faces customers, faces the future, and faces the world" proposed by Chaoyang Lianqiang is a direction for us to build a brand, that is, to build a brand for customers , Build a brand facing the future, and build a brand facing the world. The theoretical basis for proposing this strategic goal comes from the fact that traditional roll enterprises are low-efficiency production enterprises. This kind of enterprise will come to an end in the modern technological environment. If no reform is carried out, this kind of enterprise will be doomed to be eliminated by the times.
  Now not only Chaoyang Lianqiang, but also not only the roll industry, but also other traditional industries have faced big problems in recruiting workers from the society. The reason for the difficulty in recruiting is not only the salary issue, but also the working environment issue. Whether it is the generation born in the 90s or the generation born in the 00s, their requirements for their working environment and the expression of their own needs seem to be in line with those born in the 1970s, 1960s, and 1950s. Their education and psychological needs are quite different from the original ones. After Chaoyang Lianqiang transitioned to Liaoning, the Chaoyang region of Liaoning itself is an area dominated by agriculture, lacking these industrialized professional and technical personnel. After Chaoyang Lianqiang moved here, it encountered great difficulties in recruiting workers, even the recruitment of basic personnel, and the recruitment of professional counterparts was even more difficult. To change this difficult situation of recruiting workers, it is necessary to reform and optimize the production mode of the enterprise, beautify and optimize the production environment, in order to attract talents. To adjust the production mode, the current discrete, low-efficiency, and traditional production mode that is similar to manual production of enterprises should be transformed into new energy through mechanization, automation, and data transformation. If this reform is not carried out, the roll industry will gradually die out. Similar industries will gradually shift to Southeast Asia and even Africa. Now in Europe and the United States, the roll industry has withered and declined very seriously. This is a trend, and the next one that needs to decline may be the Chinese roll industry, because it does not conform to the overall status quo of current social and technological development.
  To sum up, the reform of roll enterprises is imminent. How to change it? One is to adopt automation technology to reform the casting process. In the process of roll machining, practice the new grafting mode, implement the "5324" lean production mode, and standardize the production and operation of the entire machining process through a variety of production management modes.
  The so-called "5324" means five determinations, three reforms, two awards, and four promotions.
  What are the "five determinations"? For example, both products and workpieces in production are called pieces. Five fixed, that is, fixed location, fixed law, fixed salary, fixed machine, number fixed shift. Specifically, after the rolls are produced, which shift is fixed. After the product comes out, according to its specifications and material, it is fixed in which process it flows to which station, which is called part positioning; when the roll product comes out, according to its material, specification, which processing technology is fixed, This is called the piece fixed method; after the roll products come out, which station they are in, and which station the workers will work at, their wages are fixed, which is called piece fixed salary; which machine tool is used to process the product is fixed, which is called After the roll products are produced from the casting process, the rough is in the process of machining, and its route is very clear, which is called numbering and shifting.
  Why carry out this kind of professional and refined management? Because Chaoyang Lianqiang had a lot of small rolls in the early stage, workers sometimes looked for a roll and hung it around for half an hour or even two hours to find it. Implementing the above-mentioned "five determinations" rule, it takes less than 30 seconds for a worker to find a roll.
  What are the "three reforms"? It is the tracking improvement of processing technology, the improvement of model drawing management, and the performance improvement of accessories and processing equipment. The "three reforms" are the grafting of continuous improvement content, that is, the process must be changed, and the equipment and equipment must be changed. In the past, looking for a drawing had to be searched, and the management was not standardized. Now the workers in the workshop use tablet computers, and they only need to open the folder to find it.
  What is "two prizes"? It is to establish a reward system in the branch factory. Firstly, set the individual winning award for the output of the month; secondly, the best worker of the month should be awarded the excellent progress award. The two rewards have been established for a long time, and they must be implemented every month.
  What are the "four upgrades"? This is aimed at improving the level of workers, that is, improving benchmarking, internal communication, training, and competition. Carry out big competition activities among employees, and through activities, workers can continuously improve their processing level. This 5324 management model that promotes the growth of machining has increased the production efficiency of the enterprise by 30%. For example, the company used to implement a 26-day production system, with 100 people working in two shifts 30 days a month, and could only produce 1,000 tons of rolls. Now 72 people can produce 1010 tons of rolls in only 26 days, 30 fewer people, 4 days less work, and the output is even higher than the former. Now Chaoyang Lianqiang has introduced the MES manufacturing execution system to solidify the "5324" production mode and realize the instant and transparent data statistics. After the operation of the enterprise MES, for each product that is connected online, which process it is in, how many man-hours it consumes, how many tools are used, and how much the workers should be paid can be checked anytime, anywhere.
  In the future, through the query of the terminal system, which process any roll is in can be known immediately by scanning the code. The purpose of Chaoyang Synnex's MES system configuration is to strengthen Synnex's leading position in the industry, and to transform this discrete production into efficient modern production through the use of new technologies and data management methods. With continuous optimization and improvement in future use, Chaoyang Lianqiang will be able to set a new benchmark in the roll industry. Although no roll company at home and abroad has established this system, Chaoyang Lianqiang has a mature plan and has begun to implement it.
  Sun Jianxun pointed out that a good brand must bring value to customers, but also to bring value to oneself and to the outside world, including society, users, suppliers, peers, and social beneficiaries. A good brand cannot be applauded if it does not bring value to others. Sun Jianxun firmly believes that through their reforms, the roll industry will bring a new development direction and development model, so that the traditional roll industry will remain in China, so that the roll manufacturing industry will prosper for a long time, and the roll industry will also be transformed and integrated into a A high-end industry can attract excellent talents willing to join this industry, making the roll industry flourish again.

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