The development idea of ​​Xinya Company under the strategy of Industry 4.0

Since June 2014, crude oil prices have suffered a “cliff-like” decline, falling from the high of 115.06 US dollars (Brent oil price) to 30 US dollars, which is still low. The sharp drop in oil prices has led to a sharp decline in demand for diamond composite sheets for oil and gas drilling. Zhengzhou Xinya Composite Superhard Materials Co., Ltd., which is the leading product, has been under tremendous pressure. Looking at the domestic super-hard materials industry, the market competition is fierce, the profit margin generally declines, and the nominal growth rate of major economic indicators is lower than GDP for the first time, and the long-term strong development momentum is changed.
In the era of Industry 4.0, China's super-hard materials industry, which has been developing for 50 years, is in a critical climbing period from “production big country” to “manufacturing power country”. It is urgent for super-hard materials enterprises to uphold the development concept of “technology is king”. But the market for superhard materials in 2015 seems to be "price is king." Although the China Machine Tool Industry Association issued the "Convention on Unfair Competition in China's Machine Tool Industry" at the beginning of the year, it has ensured the orderly competition to a certain extent, but it cannot eliminate the price competition.
In the context of the industry 4.0 era, how to gain an advantage in price competition is the first problem that Xinya must answer.

First, continue to maintain technological advantages
Xinya insists on high quality and good price, and refuses to sell at the expense of losing its technological superiority.
Founded in the early 1990s, Xinya is a high-tech enterprise specializing in the R&D, production, sales and service of high-end composite superhard materials. Since 1992, we have successfully manufactured the first diamond composite sheet for oil drilling in China for commercial use. Since the beginning of the localization of composite super-hard materials, we have always focused on technological progress and product innovation, and are committed to providing our customers with safe and efficient products. Economical composite superhard material solution.
The maintenance of technological advantages is based on high-frequency R&D activities. “Henan Province Superhard Material Sintered Body Engineering Technology Research Center” was established in 2014 by Xinya R&D Center, and the frequency of research and development activities was further improved. In 2015, five new research projects were launched, and the number of research projects has reached 12. This year, Xinya will not only launch a new generation of high-end wear-resistant PDC products - RWS series and a new generation of high-end anti-shock PDC products - RIS series, but also independently developed, the diameter of Φ42, the height of each series The PCD for quality cutting tools has been successfully introduced to the domestic and international markets.
High-frequency R&D activities are guaranteed by high-level R&D investment. Since its inception, Xinya has invested 6% to 7% of its sales every year as a research investment. In today's highly developed and high-speed circulation, analytical testing technology is increasingly advanced, the speed of imitation of competitors is increasing, the speed of product technology update must be faster and faster, and this requires a certain amount of research and development investment. Since 2012, Xinya’s R&D investment has been above 15 million yuan. In 2014, when the market began to tighten, R&D investment was 15.81 million yuan, reaching 9.3% of sales revenue. In 2015, when the price competition intensified, R&D investment was 15.17 million yuan, which was 13.5% of sales revenue. The high amount of R&D investment to ensure the technological superiority of the product is one of the internal reasons why the price of Xinya products is still higher than that of the peers after the profit.

Second, always guarantee product quality
Reducing the price of a product must be carried out under the premise of ensuring product quality and protecting the legitimate rights and interests of customers.
Zhengzhou Xinya Composite Superhard Material Co., Ltd. adheres to the quality policy of “Xinya's reputation, compound strength, super-hard quality and excellent materials”. The entire manufacturing process of the products is strictly in accordance with the ISO9001 international quality management system and passed. Continuously strengthen the quality control of raw material preparation, assembly, sintering, processing, quality inspection and other aspects, to achieve controllable and traceable manufacturing process, to ensure the stability and consistency of product quality.
Xinya has established a comprehensive, high-confidence product evaluation system that uses internationally accepted and industry-recognized equipment, methods and standards to evaluate key performance indicators such as wear resistance, heat resistance and impact resistance. Make sure that you are providing high quality products to your customers.
In the early days of Xinya, diamond composite sheets for coalfield drilling were provided. Due to the low technical threshold of such products, as the price competition became increasingly fierce, the industry profits tended to be average, and high-quality products were close to zero profit. Xinya took the initiative to give up this part of the product. Market share, focusing on high-tech, high-reliability, high value-added high-end composite composite super-hard materials products, and actively participate in the formulation of industry standards, in order to avoid the bad money in the system to expel the good money phenomenon.
With the launch of new products with more complete functions and higher quality, the price reduction of old products is the technology-driven price competition that Xinya respects. In the high-end composite super-hard materials market in 2015, the shadow of technology promotion can be seen in the fierce price competition. Careful customers will find that in the profit-making sales plan of Xinya products, the new products maintain high quality and good prices. In recent years, the price reduction of the main products has been large, while the traditional classic products have the largest price cuts.

Third, strive to reduce production costs
Losing money and earning money is tantamount to drinking and quenching thirst. It is the best choice to reduce production costs and make them profitable.
The drop in the price of raw and auxiliary materials is one of the pressure points for profit sales. The market demand for diamond composite sheets for oil and gas drilling is tightening, which is forcing the price reduction of upstream raw and auxiliary materials. The decline in prices of diamond micropowder and hard alloys has released a certain margin of profit, but the cost pressure faced by Xinya has not been significantly reduced. The costs faced by enterprise development are comprehensive and diversified, and more pressure points must be found for profit-making sales.
Embracing smart manufacturing and improving the level of equipment automation is a powerful pressure point. In the past two years, Xinya has introduced several automation equipment, such as fully automatic chamfering machines and cylindrical grinding machines for machining, and high-precision full-size automatic measuring systems for product testing. The application of automation equipment not only improves production efficiency, reduces waste of materials, but also reduces labor costs, thus releasing considerable profit margins.
Promoting the improvement of yield through process improvement is another important pressure point. We improve and optimize the production process of each process, and strengthen the control, requiring the next process to supervise the previous process, and the former process is responsible for the latter process, further improving the yield. The improvement of the yield is an important means to reduce production costs and energy consumption. Relying on technology promotion and reducing production costs is the determining condition for Xinya to achieve profitable sales.
The fierce price competition has not changed the development concept of “Asia is the king of technology”. In the era of Industry 4.0, Xinya will continue to abide by the competition concept of “taking the market as the center, mastering the core technology and constantly introducing new ideas”, with high quality and customer satisfaction. The required products are the center, and we wholeheartedly serve the customers and share the fruits of technological progress with our customers.

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