Six production lines are running at full capacity throughout the year.
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Behind the contrarian growth, lean production will be carried through to the end.
This company is Guangdong Deguan Film New Material Co., Ltd. (hereinafter referred to as “German Crown”). The above label is made of Deguan high-speed ring-paste pearl label film. This film enables beverage bottle labels to achieve high whiteness, high gloss, high-speed printing and other properties, and is one of the masters of Deguan high-tech and high-quality functional film products.
The German crown, which has just passed the year, is currently one of the most diverse and innovative companies in the domestic BOPP industry. How does it lead the way in the revolutionary practice of thin film new material quality?
On July 11, the president of the German crown, Luo Weiman, received a special guest. They are the peers of the German crown, and may soon become the OEM of the German crown.
A group of peers are looking south for opportunities to produce for the German crown. In recent years, under the situation of overcapacity in the national BOPP (biaxially oriented polypropylene film) industry, the industry's operating rate is less than 70%, and the loss rate has reached 90%, the German crown not only has 6 production lines full-year full-scale, but also plans to pass the output. Process technology and product standards are entrusted to peer production, achieving the goal of doubling production capacity in three years.
The industry as a whole is in the doldrums, but it can also expand production capacity and even “feed back” its peers. This is a reflection of the superior quality of its products. It is also derived from the systematic promotion of a set of process control technology and quality management system that Dejian has explored for decades. And confidence in external output.
In 2003, in the face of the first recession of BOPP universal products, Deguan proposed a long-term business strategy of “scale, core technology and differential game”, adjusted the product structure, and promoted the product structure from the original single ordinary packaging film. The proportion of functional film products has reached more than 70%, thus avoiding the homogenization competition of low-performance products, and the company has achieved a 12-fold scale.
However, in 2015, with the increasing competition in the industry and the inadequate internal management mechanism, the operation of the German crown was once plagued by internal and external difficulties. At this time, Luo Weiman put forward the three-year strategic goal of “being a champion of functional polypropylene film”, focusing more on the market segment and setting off a quality change from innovation direction to product business scope to organizational structure.
Lean production awareness began to penetrate into all aspects of production and management. “The production of one kilogram of product must maintain the same level of quality as the production of one thousand tons of product.” In the view of Luo Weiman, the quality of the product must be stable and must be “repeatable, predictable and reliable” in the production process. .
To this end, Deguan separated the quality management department from the manufacturing headquarters and became an independent first-level department, which solved the problem of overlapping roles of referees and athletes, and enabled the quality management department to conduct professional management more effectively. Deguan also established the position of chief research and development officer and chief executive of production technology, and promoted the setting and division of product managers and process managers to improve product research and development efficiency, as well as closer cooperation between manufacturing and process technology.
Film products are particularly stable in terms of performance. The equipment level of Deguan is advanced, and many production lines are integrated by high-end equipment systems such as Germany, the United Kingdom, and Japan. Each investment is as high as 100 million yuan, and it can realize high-speed operation 24 hours a year. However, in the production process, the quality defects such as low yield, low priority rate, and rewinding are still high. After the analysis, Luo Weiman realized that the labor skills of front-line employees could not meet the production needs.
To this end, the German crown has never been able to focus on the construction of the grassroots workforce, the young and flat structure of the manufacturing headquarters, and fully reflect this concept in the year-end performance and evaluation, mobilize the enthusiasm of grassroots employees, and strive to The execution will be "last centimeters".
Improve R&D system to help R&D “How fast and save”
R&D innovation has always been the foundation of the German crown. The development of pearl film is an example. Before 2000, only two American companies in the world could produce pearl films for labels of carbonated beverage bottles such as Coca-Cola, which were expensive. However, the German crown research and development team developed China's pearl film in one year, the quality is even better than imported products, and the price is less than half of the imported products. Today, Deguan is a supplier of beverage bottled surround labels for domestic farmers such as Shanquan, Coca-Cola and Pepsi.
However, it is not easy to develop a new product by increasing research and development, so as to achieve a high level of competition in product quality competition. On the one hand, the realization of the special functions of BOPP requires the combination of raw materials and processes, and the formulation of many functional masterbatches is still in the hands of European, American and Japanese companies. On the other hand, research and development also requires a large amount of cost.
In 2007, Deguan developed the first product with independent intellectual property rights - energy-saving and environment-friendly glue-free composite film, which set off an industry revolution. So far, Deguan is still the only company in the world to achieve mass production of glue-free composite film.
But a single fist product is not enough for a company to sit back and relax. In fact, in addition to the non-adhesive composite film, the German crown has also carried out a lot of exploration in other technical directions, but the investment in the billion yuan has little effect. This made Luo Weiman very confused: Is it the ability to do it, or is there no market for these technologies?
Improving the quality of research and development has become a top priority. In 2015, after the introduction of the integrated product development process management system (IPD), the German crown ushered in a new round of quality management leap. Pan Jinghong, vice president of Deguan, said that after the introduction of IPD, Deguan will manage product development as an investment to ensure that product development can meet the needs of the market and customers, while classifying and managing the life cycle of different products to ensure the maintenance of the German crown. The industry's leading position with the largest variety of products and the strongest innovation capability.
“For example, after the launch of the non-adhesive composite film in 2007, it has been 11 years since the normal situation. There will be many similar products in the same industry, but we have accelerated the iterative upgrade of the product. So far, we have launched the fifth generation product, so that the opponent always Can not keep up with the rhythm, the product can thus remain in the life cycle of young and middle-aged." Pan Jinghong said.
The German crown no longer blindly pursues the span and quantity of innovation, avoids over-emphasizing the “original innovation” of product development and production, and more uses the methods of “integrated innovation” and “improving innovation” to focus on the profession and intensively work in familiar areas.
To this end, Deguan has established a test and test center to purchase the most advanced precision testing equipment, and is committed to building the most advanced technology experiment center in the national BOPP film industry, enabling precise inspection of raw materials and processes from the source and core. And strict control to ensure product quality.
External output technology innovation supply chain management
At present, the design capacity of national BOPP enterprises accounts for 60% of the global BOPP market. However, due to low levels of overcapacity, serious homogenization, insufficient innovation capacity, and the need to import high-end products, the industry is still generally sluggish and the benefits continue to fall.
In order to break the long-term monopoly of foreign countries, Deguan has also stepped up its efforts in research and development of functional film masterbatches. Deco's R&D batching workshop has begun to form a scale, and independently develops and produces functional masterbatch such as masterbatch and matting material, extending to the upstream of the BOPP film industry chain. At present, the annual production capacity is 20,000 tons, and the monthly sales exceed 250 tons, and the matt material is fully replaced by itself.
Just this summer, the German crown issued the first batch of commissioned production processing orders. OEM for the German crown is a manufacturer in Jiangsu that is in a semi-discontinued state due to continued decline in efficiency. Deguan exports product standards and process technology, commissioned an OEM to produce about 5,000 tons of orders. In the next three years, Deguan plans to double its production capacity in three years through this kind of entrusted production, and also saves about 450 million yuan in equipment input costs.
“This investment is relatively large for OEM factories, but we are one of the few companies in the industry that can export internal quality control and supply management, as well as product standards and process technology.” Pan Jinghong said that this marks the crown It has formed a leading business model based on the research and development of masterbatch, using the output of production technology as the means and brand influence as the business reputation.
Luo Weiman said that the masterbatch will become a high-quality competitive product supplied by the German crown to the industry, which is conducive to the integration of upstream and downstream industrial chains and to create an industrial ecosystem with “multiple mountains and many tigers”.
This is also a microcosm of the strengthening of supply chain management in Germany. At the time when the article on functional film is leading the country, Deguan plans to connect upstream raw materials to downstream product applications, so that product development is based on customer needs and raw material supply technology, guiding customers to efficiency and value. Higher products.
Build a quality culture and let all members participate in quality improvement
"Winning is toasting, and defeating is to save each other." This slogan sounds like "the mood of the rivers and lakes" is the team spirit slogan that Deguan has adhered to for many years. It is this kind of influence that has been subtly influenced by the team spirit of the past and the pain, which enabled the German crown to pass the spirit of quality change to every position.
Full participation is the basic principle of quality management. In order to let everyone have a sense of responsibility for product quality, in strengthening the construction of grassroots staff, Deguan not only establishes a system, but also condenses into a corporate culture. After Luo Weiman put forward the slogan of "graviorous work, precious skills, great innovation", all departments and workshops posted and learned to promote "the details of 1000 jobs are 1% stronger than the opponents" "will implement the last centimeters of execution" The professionalism and craftsmanship are deeply rooted in the hearts of the people.
At the same time, this concept is fully reflected in the year-end performance and evaluation. The selection of “Guanguan Artisans” encourages highly skilled employees, and also sets up labor pacesetters, technical pacesmen and other awards, and leads the team to organize outstanding employees and outstanding clerk out through the president. Excellent employees such as tourism, annual outstanding contribution winners, etc., sit in the front row of the middle-and-high-level cadres in the year, etc., mobilize the enthusiasm of grassroots employees, and create a corporate culture of “You support me, I will set up a platform for you”.