Although the global economic downturn and China's economic downturn have affected steel sales in recent years, special steel, which is different from the ordinary steel market, has not been affected, and even shows a trend of growth against the trend, which can be seen from the development of steel tycoon Finnish Steel Roach China (hereinafter referred to as Roach) in just a few years. "After the Iron and Steel Division entered China in 2010, its performance grew rapidly, doubling in 2013 on the basis of 2012, increasing by more than 50% in 2012 compared with 2011, and doubling in 2011 compared with 2010." In an interview with China Cement Network recently, Yu Changjiang, general manager of Roach China, said that Roach's business in China has at least 3-5 years of rapid growth, and then will gradually enter a mature development period.
According to the reporter's understanding, Rautaruukki Company, founded in the 1960s, is famous for its Finnish steel in the industry. Roach's real business in China was in 2005, and its steel division entered China in 2010. Relying on the abundant iron ore resources in Northern Europe, Roach's high-quality special steel and steel structure products have attracted worldwide attention. Of course, as the most potential emerging market in China, Roach's efforts are also very deep.
Accurate positioning, thick accumulation and thin hair
When talking about how Roach responded to the fierce competition between foreign enterprises and Chinese local enterprises, Yu Changjiang mainly mentioned three strategies:
1. Do a good job of market positioning. For the "big cake" to be divided in China's steel market, some enterprises try to embrace as much as possible regardless of their tastes and preferences, while Roach is not. "China's steel market is very large and its customer groups vary greatly.". Some customers are the best in the world and use the best equipment in the world. Some customers are not interested in upgrading at all, but are very sensitive to the production cost of products. Therefore, in the face of this cake, we only need to eat a small piece of it, "Yu Changjiang said with a smile.". Of course, the small piece of cake he said is the middle and high-end market of the steel industry, which Roach must seize. As a leader in the Nordic special steel market, Roach hopes to meet the matching of production and demand through market segmentation.
2. The quality must be excellent. According to the reporter's understanding, the reason why Roach Steel focuses on high-end products mainly depends on its advanced technology, including the world's leading direct quenching technology, which is more energy-saving than traditional quenching process, and because the hardening of steel is carried out immediately after the hot rolling process, the quality is also higher. In addition, the high-quality iron ore from northern Europe also guarantees the high quality of Roach's steel products from the source.
3. Perfect service system. Yu Changjiang said that Roach will emphasize more on cost performance and overall service with customers. In Roach, there is a special technical customer service team, namely TCS (Technology custom service), which is responsible for providing after-sales technical support, technical lectures and technical training to customers. At the same time, it will also provide after-sales technical support to customers according to on-site working conditions. Provide solutions for cement enterprises from the perspective of materials, and introduce advanced European design concepts to customers. This is beyond the reach of most peers.
Join hands with Danish Smith to see kungfu in detail
After entering China, Roach began to actively expand the market. Direct supply or supply through suppliers are the two main modes of supply at present. Yu Changjiang said that Roach mainly prefers the latter. Through well-known domestic cement equipment suppliers, it can spread the market faster and improve the efficiency of distribution.
FLSmidth, a famous multinational company in the world cement equipment industry, is an important partner of Roach. As an equipment supplier mainly dedicated to providing a complete set of cement technology equipment and engineering services, it has cooperated with Roach, also located in Northern Europe, in the early years, so when Roach entered the Chinese market, Smith China also paid attention to it. However, Yu Changjiang revealed that despite the precedent of cooperation in Nordic Europe, Smith was also very cautious about cooperation in China, which was mainly reflected in the testing of Roach's Chinese products before the cooperation.
"It took almost a year for light quality certification and testing before the cooperation.". At the beginning, it was demonstrated through their technology in Europe, and then demonstrated again in China, and continuously conducted several rounds of technical lectures and sample tests. "Yu Changjiang said that the conclusion drawn by Smith Qingdao Laboratory after the test was that Roach's products were the world's top, and their hardness, tensile strength and flatness were almost perfect.". As a third party, Smith's precision testing results also give Roach's other customers a good reference.
In recent years, Roach's wear-resistant products have been expanding their business in the cement industry to meet the needs of key parts such as cement vertical mills, ball mills and grate coolers. Good wine is not afraid of deep lanes, with excellent product quality, Roach products have entered Jidong, and began trial in a subsidiary of Conch. The group procurement brought about by the merger and reorganization of cement enterprises has put forward new requirements for the supply of wear-resistant materials, which will accelerate the survival of the fittest in the wear-resistant materials industry. This is an opportunity for Roach. In the future, the steel tycoon is bound to play a big role in China and become well known to all.
At the " 2014 Third Annual Meeting of China Cement Network" held in Hangzhou from March 12 to 13, 2014, the relevant leaders of Finland Steel Roach China will be invited to attend. At that time, there will also be industry leaders, macroeconomists of Peking University, well-known economic experts in the industry, capital market research analysts and top 100 enterprises in the cement industry to make in-depth analysis and discussion on industrial policies, macroeconomic environment, industry development opportunities, industrial integration and other hot spots. Please pay attention!
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