Source: China Economic Network
On March 29, 2020, General Secretary Xi Jinping investigated epidemic prevention and control and resumption of work and production in Zhejiang, and went deep into the front line of the Beilun Dahua high-end auto parts mold park in Ningbo. After inspecting the production workshop of Ningbo Zhenzhi Machinery Mold Co., Ltd. (hereinafter referred to as "Zhenzhi"), the General Secretary said to the workers when he was about to get on the bus: "China's private enterprises, small and medium-sized enterprises are energetic, spiritual, and have a spirit, which has been reflected in your enterprises. With such a big epidemic, our small and medium-sized enterprises are still facing difficulties and are still developing continuously. The prospects are optimistic, I wish you all the best!"
For more than a year, Ningbo small and medium-sized enterprises represented by Zhenzhi have kept in mind the instructions of the General Secretary, overcome all obstacles, and embarked on a path of breaking through danger: to achieve a growth rate of more than 30%. In 2020, it was selected as the list of specialized and new "little giants" enterprises of the Ministry of Industry and Information Technology, and drove a tremendous change in the ecology of the new energy auto parts die-casting mold industry.
The journey of perseverance, turning danger into opportunity, and striving for hard work and progress brings us profound inspiration.
Ningbo Zhenzhi Machinery Mold Co., Ltd. production workshop. Photo by Ding Jimin (Zhongjing Vision)
breaks the pressure of the market -
focuses on the same, dares to fight and create
0. There is a hot scene in the workshop where it is soaring. At the end of the main walkway of the workshop, a brand new five-axis deep-hole drill is working continuously for several days, and workers are skillfully controlling the huge hook.
"This was originally an employee rest area. Over the past year, the company has developed rapidly and orders cannot be achieved. We have purchased more than 20 million yuan in new equipment. All the space that can be used in the workshop is used to place machines. Some equipment has to be placed in the supply manufacturer." Zhang Qunfeng, general manager of Zhenzhi, told the Economic Daily reporter excitedly: "Our new factory has started construction and can be moved in in the first quarter of next year. Development will take another big step!"
looked at Zhang Qunfeng's eyes flashing, thinking that these eyes were dim.
—The order suddenly disappeared.
On the eve of the Spring Festival in January 2020, the new crown pneumonia epidemic was like a pouring ice rain, extinguishing the festival's liveliness and cooling the hot market.
This Spring Festival, Zhang Qunfeng was anxious! I have been thinking about whether the order can be kept? Can the employee come back? Can the factory start construction? "New orders have decreased by 70% to 80%, and there was no new order at one time," he recalled.
htmlOn February 2, many days before leaving work, the company held a video conference. "If you can't start work, then we will have a meeting first. The managers of each group will notify the people below." Zhang Qunfeng's wife and deputy general manager in charge of finance told reporters, "The company has issued regulations. In February, there will be a few days of normal attendance in total, but the full attendance is considered to be paid, and the full salary is paid. Then the employees are very happy. The money is received first, and the family can spend money, and their lives will not be affected." It relieves the employees' urgency and stabilizes the employees' hearts. This is the only way to be used, thanks to the accumulation of years of good business. "The most important thing for our small and medium-sized enterprises is the basis of a healthy capital chain. Now the money in the account belongs to our own, not to bank loans." Liu Jin said proudly.To successfully resume work and production under the severe epidemic, all parties must work together to build a strong support system. The industrial community, which was first established 17 years ago and now operates very maturely, played a key role at this time. "The industrial community integrates the concepts and mechanisms of the park and the community, which is to provide personal services to small and medium-sized enterprises." According to Shi Mengyan, secretary of the Party Committee of Lingfeng Industrial Community, Beilun District, the upstream and downstream supporting enterprises in the jurisdiction form a "Resumption of Work Industry Alliance", and contacted the District Human Resources and Social Security Bureau to dispatch buses to various places, and went deep into villages and towns to pick up employees back to work. At the same time, the government's support policies on taxation, rent, finance and other aspects were quickly implemented. Zhenzhi became one of the first companies to resume work in the industrial chain. On February 17, 2020, 80% of its production capacity has been restored.
More than a month later, General Secretary Xi Jinping came to Zhenzhi production line to cheer for everyone, which is something more than 100 employees could never dream of. Zhang Qunfeng was more confident. He believed that the difficulties would be overcome and the order would come back!
As expected, in May 2020, Zhenzhi's orders began to recover and increased significantly month by month, from "looking forward to orders" to "select customers".
However, the market's squeezing on small and medium-sized enterprises like Zhenzhi has never been relieved. Instead, it has become increasingly obvious in the violent industrial changes and changes in the market environment.
mold, known as the "mother of industry", is in the upstream of manufacturing. Fictionally speaking, products are all "eggs" born from molds.
"Molds become mass-produced products, and the industrial output value can be magnified by 100 times." Chen Jinyuan, former executive deputy director of the Office of Daqi High-end Mold Industry Base in Beilun District, introduced that the output value of 100 million yuan in the mold industry can drive downstream industrial output value of 10 billion yuan. Since mold production cannot form economies of scale, a mold-making enterprise can have an output value of 100 million yuan, which is a big breakthrough.
Since the opening of the first mold workshop in the 1960s, after the iteration of pure handmade, semi-automated, automation and digitalization, Beilun District of Ningbo has developed into the "hometown of China's die-casting molds". Among the top 20 die-casting mold companies in China, Beilun occupies 10 seats. The Beilun Dahua high-end auto parts mold park where it is located has gathered 78 companies, including 41 companies above the scale. In 2020, the park's output value reached more than 20 billion yuan, a year-on-year increase of 7%.
The industrial chain is growing, but fierce competition is intensifying. On the one hand, intellectual property issues and price wars have often caused mold companies that focus on originality to be damaged. "The first original mold is of course relatively expensive. Some customers need several molds of the same style. In order to save money, they take the first mold and drawings we delivered to find companies with weak R&D capabilities but also have certain production capabilities, and use very low prices to copy production." Liu Jin told reporters that such reality is something that must be faced.
On the other hand, the pressure from the extension and expansion of the upstream and downstream of the industrial chain is increasing. Some mold companies are accelerating their way downstream to obtain greater benefits of large-scale production. A listed company in the same park as Zhenzhi has achieved an output value of nearly 10 billion yuan according to this development path. Some downstream companies have begun to move upwards. For example, a supplier of automotive parts in the park that produces rearview mirrors has entered the front end of the industrial chain and set up their own mold development department, which will inevitably squeeze the living space of upstream mold companies.
Zhenzhi faces the temptation to go downstream to harvest high output value, and also faces the runs of latecomers on the track. How to break through?
"Zhenzhi only makes die-casting molds. Only by doing the hardest thing can you have market dominance! Our positioning is to 'bite bones'. If you always reach the cutting-edge of the industry, you will never be eliminated." Zhang Qunfeng's words are the consensus of Zhenzhi management and have also become the belief of the company.
Focusing on oneness is the unchanging choice. "Zhenzhi has never been involved in other investments. Even when real estate speculation is the hottest, let alone companies, we personally have not invested in them, and are all focused on making molds." Liu Jin said.
Dare to fight and dare to break through is the spirit that is immersed in the bones. "If you keep being the previous wave, you won't be beaten to death by the next wave." Zhou Jinrong, executive vice general manager who started a business with Zhang Qunfeng and was in charge of technology.
Step by step, every development node of Zhenzhi takes the "hard bone" product as the scale -
In 1999, Zhang Qunfeng, a mold apprentice who just turned 20, hired local master Zhou Jinrong to jointly found Zhenzhi. Two people added a small worker, a total of 3 people, knocking and striking and producing irons, street lights and other civilian molds.
In 2002, Zhenzhi, who was involved in sewing machine molds, won the order of a Japanese-funded enterprise, and it started to make a comeback. Since then, it has entered the industrial mold field, with an annual output value from more than 1 million yuan to more than 10 million yuan.
In 2004, it reached a breakthrough in the technical difficulties of precision molds of small automotive parts and officially entered the field of auto parts molds. Later, manual transmission molds were developed, and the added value of the product increased greatly.
In 2014, Zhenzhi won the automatic transmission mold project that is equipped with SAIC, and it gained a lot of reputation in the industry. Two years later, the company began to produce hybrid transmission molds, with an annual output value exceeding 100 million yuan, passing a major output value mark for mold companies.
Since 2019, it has entered the new energy auto parts field, from producing and replacing German imported shock absorber molds to manufacturing new products for world-renowned new energy vehicle companies, challenging one world's number one super large and super heavy truck parts die-casting mold after another.
" has been focusing on molds for 22 years. Zhenzhi will not fight price wars, nor will it extend upstream and downstream in the future. we are going to continuously improve our innovation capabilities, R&D capabilities, and continuously consolidate our position at the forefront of the technology." Zhang Qunfeng said firmly. To this day, 60% of the annual output value reached nearly 200 million yuan is created by new products.
In order to obtain mold orders for industry-leading new products, Zhenzhi does not hesitate to seek hardships and bears the risks at his own risk. "The die-casting mold industry has always implemented an advance payment system. This is a common practice to prevent risks and an industry rule that has not changed for many years. But in 2019, we gave up this rule for the first time. That was the first time we collaborated with a multinational company to produce shock absorber molds, and we paid all the upfront costs." Zhou Jinrong said that the facts proved that this struggle was worth it and was a key step to enter the field of new energy vehicles.
insists on focusing on the "niche" mold industry, and only works as a "dime casting mold" in one sub-sector in the industry. In recent years, it has focused on making new energy auto parts molds, and has become more and more "fine". In 2020, Zhenzhi's market share in the field of body structural parts die-casting molds reached 29%, ranking among the top three in the country.
Only when you sharpen your skills can you achieve success. Chen Bingrong, deputy mayor of Ningbo, said: "Ningbo has a group of outstanding entrepreneurs like Zhang Qunfeng who have been focusing on subdivided fields and pursuing excellence for a long time. They are committed to deepening and specializing in their fields and have a craftsman spirit. They are particularly wise, keen, diligent, low-key, and pragmatic, which is their true portrayal."
breaks the gap in technology -
continues to improve themselves and achieves the best
Global scientific and technological innovation has entered an unprecedentedly intensive active period. Faced with the technological barriers of high-quality development of China's manufacturing industry and reaching the mold industry, how can we maintain our leading competitiveness in the international market?
Entering the Zhenzhi production workshop, the machines roared, and the large-scale linkage equipment nearly 3 meters high was operating in an orderly manner, and the production progress on the digital platform was clear at a glance.
die-casting molds involve many disciplines such as fluid mechanics and materials science, and are an intensive industry of technology and talents. High-temperature metal liquid is poured into the mold core to form industrial finished products, which requires high requirements for the technical research and development, process manufacturing, service life of the mold.
Ningbo mold enterprise originated in a rural small workshop in the 1960s. "Post-70s" such as Zhang Qunfeng and Zhou Jinrong have basically never attended college and are not from professional backgrounds. They start as apprentices and start from manual work.
Although the starting point is low, Zhenzhi has been very enthusiastic from the beginning.
Liu Jin talked about the scene when he first met with Zhang Qunfeng: "I was working in a bank at that time. My colleagues introduced us to us. I had a good impression of him at first sight and felt that he was particularly energetic."
This spirit attracted Liu Jin to resign and work with Zhang Qunfeng. It was this spirit that supported Zhang Qunfeng and his entrepreneurial partners to travel all the way with their dreams, and they developed a handicraft workshop into an innovative enterprise that could compete with European and American counterparts on the same stage. In more than a year, Zhenzhi won three technical battles in the international market . The key to winning
is to master the lightweight integrated body structural parts mold technology of new energy vehicles. The technology of
is a tough one.
At the end of 2019, Zhenzhi received a mold order from an international leading new energy vehicle company and produced a body structural part weighing 80 tons. This is the first time in the world. After strict comparison, this car company divided the order into left and right pieces and handed it over to Zhenzhi and another mold company in Beilun to make one piece each.
"The weight of the whole mold reaches 80 tons, which was something I dare not imagine before. The maximum weight I have made before was only 50 tons." Zhou Jinrong said.
The technological changes of global new energy vehicles are making rapid progress. In the past, an automobile component was made of multiple parts, but now it is becoming more integrated. The functions achieved by more than a dozen or even dozens of small molds must be integrated into one mold. The mold is getting bigger and bigger, and it can be hundreds of tons at a distance. The mold is enlarged not simply adding weight, but a comprehensive test of dimensional accuracy, sealing level, thermal balance treatment, etc.
This is a new round of technological climbing and a brand new blue ocean for career.Zhang Qunfeng led the team day and night, with staff working in two shifts, and the machines continued for 24 hours. After more than 40 days of technical research, three watering and drainage tests and three thermal balance tests, the product design was finally completed.
design is just the first level, with more technical problems in manufacturing and assembly in the production link! A single hole makes the team helpless. Luo Libin, head of the production team of
, said: "In order to cast metal liquids, holes must be made in the mold. No holes of such a large size have been punched before. The drilled tool needs to be redesigned. The dimensional accuracy, material hardness, and surface smoothness of the holes have new requirements."
"Just like a medical syringe, the inner wall must be tightly compatible with the pusher to ensure that the liquid does not leak. The hole position of the mold is not accurate and the product seal cannot meet the requirements, which will cause flashes." Luo Libin made an analogy.
Last March, when General Secretary Xi Jinping came to the company's production workshop, it was a critical moment for the development of the mold. Listening to the General Secretary’s important speech up close, the company was greatly inspired, and it was full of strong will and passion, and working hard to solve the problems. In order to ensure one success, the company spent hundreds of thousands of yuan to buy components of the same material. After hundreds of hole punch simulation experiments, more than 40 hole punching tasks were successfully completed and the product was delivered as scheduled.
Luo Libin, a post-80s generation who is wearing glasses and looks a little shy, touched a lot, "This is the most difficult technical research in my career, and it is also the most fulfilling time."
"This is a disruptive product in the automotive industry." Zhang Qunfeng said, "Aluminum alloy material replaces steel, and integrated body parts replace the assembly of dozens of parts. The weight has been reduced by two-thirds, but the strength has been greatly increased, which is of great significance to the weight loss and mileage endurance of new energy vehicles."
In September 2020, Zhenzhi received a large order of 130 tons. This time, Zhenzhi is no longer the "half" order taker, but has become the only choice for partners.
This is a "half-piece" project. Due to the COVID-19 epidemic, many European and American companies were unable to resume work. Automobile manufacturers transferred the molds that were manufactured by foreign mold manufacturers and have not yet been completed to Zhenzhi, with a construction period of only 15 days.
Only after getting the semi-finished product was found that the mold core was deformed, the size was errored, and the cooling port was blocked. When communicating with the car manufacturer, the other party is tough and does not give any grace in terms of time.
Only when it is difficult can one show courage and perseverance. The construction period is reversed, and 15 days are carefully arranged into one hour and one hour research table. Every night, Zhang Qunfeng and Zhou Jinrong leave the latest. "The difficulty is not a little bit. Even the processing equipment has become a problem. Where can I find a mold clamping machine that can splice 130-ton molds!" Zhou Jinrong sighed that there are too many technical problems to overcome, but he is more proud in his words, "Maybe only Chinese can do it." Unblock the cooling port, use heat treatment technology and CNC technology to process threads... The technical difficulties were broken one by one, and the final product was shipped on time.
"This set of semi-finished molds was fed by the manufacturer. We will ship them back after they are made." Zhou Jinrong sighed that the manufacturer would rather spend the same freight as the cost and travel across the ocean to find Chinese companies, which fully demonstrates the capabilities of Chinese companies.
has achieved excellent technical level and fulfillment capabilities, which has obtained several 130-ton orders from the automobile manufacturer.
This time, from R&D, design to production, all of them are completed independently. We have achieved cooperation with the world's leading new energy vehicle companies, and have taken three steps in a row in a year and have made great strides to a new realm.
Deeply pursuing innovation and striving for strength, not only enables us to step by step to open up new market space, but also gradually changes the long-term situation of the weak market "voice" of mold companies.
Yao Xianjun, president of Ningbo Beilun District Die Casting Mold Industry Association and head of Junling Mold, told reporters that the domestic mold industry has the characteristics of "one high and one low". High refers to high technical requirements, and low refers to low industrial status. He smiled wryly and said, "Mold companies have always been passively waiting for orders from downstream manufacturing companies."
Now, Zhenzhi can directly talk to vehicle manufacturers and participate in the preliminary design and research and development of automobile products. The bargaining power and industry dominance have been significantly improved.
"The output value of this mold is more than 10 million yuan, which helped us break through the industry ceiling. Previously, the output value of mold companies reached up to 200 million yuan, but now a single product like this can reach 500 million yuan. "Zhang Qunfeng told reporters that Zhenzhi is preparing to develop new molds of 150 tons or even more than 200 tons. "The car dealer not only pays us mold fees, but also pays us design fees."
breaks the talent trap -
is based on reality and independently cultivates
Zhang Qunfeng is very envious of some employees of European and American companies who have master's degrees, and Zhenzhi is very hard to recruit a college student, "The temple can't invite a big monk."
Mold industry is an intellectually intensive industry. The customer said that I want a cup that can squeeze juice and heat it. The mold designer must turn the customer's functional needs into products through his own spatial imagination and industrial design capabilities. It is no exaggeration to say that every employee of the mold company is a technician.
At this stage, the lack of talents is a common problem faced by almost all small and medium-sized enterprises in China, especially small and medium-sized enterprises in manufacturing. How to solve the talent difficulties? Based on reality, independent cultivation - the practice of achieving success shows that we can only take the path of independent cultivation!
"Yesterday I was a farmer, I put down my trouser legs, and today I became a worker." Although it is a joke, in the mold industry in Beilun, there are a large number of masters who have never been to college or received professional training. In fact, for many technical jobs, as long as the concept and training can keep up, the master can also become a high-end talent.
Zhou Jinrong, who was an apprentice, was originally an fitter. In the early years, when producing civilian molds in small workshops, the requirements for product accuracy and innovation ability were very low, and Zhou Jinrong's fitter level was sufficient. In 2006, Zhenzhi began to cooperate with brand car manufacturers such as SAIC and General Motors to produce manual transmission molds for the first time, entering a completely unfamiliar field. Where do talents come from?
can only learn while doing it. "We invited the teacher to come to Zhenzhi for training every night. During the day, I worked in the workshop, thinking about new products, and at night, I would study hard with paper and pen and tools." Zhou Jinrong was vivid in his mind at that time.
Nowadays, Zhou Jinrong's fitter skills are becoming more and more skilled, and his ability to develop new products is increasing day by day, becoming an important design talent. He has worked hard with his employees for many major technical breakthroughs.
is the concept as important as technology. "You can buy advanced equipment and software for money. What is the difference between products between different companies?" In the view of technical backbone Luo Libin, the gap between 99 points and 100 points is a huge difference. We will vigorously promote the spirit of craftsmanship and strive to cultivate employees' work attitude of striving for excellence.
Currently, among the more than 140 employees, 28 have bachelor's degree and 39 have college degree. Faced with the rapid development of the company, such a talent team is somewhat short of both the number of people and the composition of education.
"To be honest, for small businesses like us, we can't recruit first-tier graduates. How to compete with foreign companies? We have to rely on ourselves to train children in second-tier universities into first-class talents." Liu Jin said that Zhenzhi has explored a training system for new employees, compiled his own special textbooks, and tailored training for newcomers.
stared at the screen without turning his eyes, moving the mouse in his hand back and forth, and the pretty face of Yunnan Yang Xuebi was skillfully operating the 3D modeling software on the computer.
In December last year, Yang Xuebi, who had just left the school gate, came to Zhenzhi. "The knowledge learned in the school is quite different from the actual work. In order to get us started as soon as possible, the company has assigned us a skill tutor and organized us to learn more than a dozen courses, including 2D and 3D styling design, etc.." Yang Xuebi told reporters that during that time, it was like "fighting monsters and upgrading". Each course had to learn theoretical knowledge first, and then go to the workshop to practice. Only after passing the test can you enter the next course.
"Although my income is not as good as a courier, no one can get the skills I have learned. A few years before joining the company, the company will make a salary increase every few months. I believe that as long as I work hard, the development prospects will be very good." Yang Xuebi smiled on his face.
"Many companies want to poach our employees. Our ordinary employees can be the production team leader when they go out." Liu Jin said that this also proves that the path of talent training is right.
In reality, for many small and medium-sized enterprises, recruiting workers is the first problem. "We discuss recruitment every weekly meeting, and we are recruiting all year round. Even so, the talent reserve is still insufficient," said Zhou Jinrong.
"Our small and medium-sized enterprises want to hold job fairs in colleges and universities, and they can't even get in," said Liu Jin. what to do? Hit the ride! Chen Jianjun, deputy director of the Beilun District Human Resources and Social Security Bureau, told reporters that the district organizes 600 enterprises to go to more than 80 universities across the country to conduct tour talent attracting activities every year. Zhenzhi is one of the enterprises that actively participate, thus introducing many scarce skilled talents. Zhenzhi also cooperated with the honest and standardized human resources service agencies selected by the Beilun District Human Resources and Social Security Bureau to introduce 7 graduates from the School of Mechanical Sciences of Inner Mongolia University for Nationalities. Yang Xuebi is one of them.
From imitation to originality, from following to leading, in the face of ever-changing technological changes, where does the high-end talents that small and medium-sized enterprises need come from? Zhenzhi has established strong "external brain support" based on the local government.
Zhenzhi signed an agreement with the Ningbo Innovation Institute of Beijing University of Aeronautics and Astronautics. The expert team regularly goes to the workshop to provide assistance and guidance, and solves technical problems for enterprises every year.
Chen Chenghai, member of the Party Leadership Group and second-level inspector of Ningbo Municipal Bureau of Economic and Information Technology, told reporters, "The municipal finance will take the funding support for the research institute. By paying hundreds of thousands of yuan in cooperation funds every year, you can enjoy the services of the top scientific research team."
"The research and development and manufacturing of large structural parts die-casting molds cannot be separated from the technical support provided by Beihang in material analysis, mechanical analysis, etc., which has helped us too much!" Speaking of the in-depth empowerment of cooperation between the institute and enterprises, Liu Jin has too much experience. From engineers on Sundays in the past, to later enclave-style research teams, to now introducing high-end innovation resources from the Industrial Technology Research Institute, it has effectively alleviated the desire of small and medium-sized enterprises for high-end talents and technology.
Zhang Qunfeng smiled and said, "We have made preparations for talents, technology, factories and other aspects, and will usher in a blowout growth next year. In the future, I will open the branch overseas!"
The new factory covering an area of 30 acres is being built in a booming manner in the Beilun Lingfeng Modern Industrial Park.
Liang Qun, member of the Standing Committee of Ningbo Municipal Party Committee and Secretary of Beilun District Party Committee, told reporters that Lingfeng Modern Industrial Park was planned and built to implement the spirit of General Secretary Xi Jinping’s important speech during his inspection in Zhejiang last year. It explores new models for the province to build a global advanced manufacturing base, explores new platforms for the development of emerging industries, and explores new paths for the governance of industrial parks.
Zhenzhi has become the first batch of enterprises to enter the park, and the new factory under construction will be the third factory site since Zhenzhi started its business.
When the news of building Lingfeng Modern Industrial Park reached Zhang Qunfeng's ears, he shouted, "I met a pillow when I was sleepy." The government’s conditions for entering and leaving the park are: the annual average tax revenue must reach 650,000 to 800,000 yuan.
Zhang Qunfeng did not hesitate at all. He is confident that he can pass the efficiency assessment line of per mu tax.
"Our output value from January to September this year is already the level of the whole year of last year, with an average tax of 600,000 yuan." Liu Jin said with the planning map of the new factory, "After completion, it will become a high-end large-scale mold production base in Zhenzhi, with annual sales exceeding 300 million yuan, and the increase in average tax of 100 million yuan is certain."
It is understood that Zhenzhi's annual export volume reached 36.9 million yuan in 2020, an increase of 1072.17% year-on-year.
In December 2020, Zhenzhi Company's body structural parts die-casting mold was selected as the fourth batch of Ningbo's single-item champion cultivation enterprises. After entering the new factory, the potential that can be fully released will surely change again.
From an idle farmhouse rented in a small hill called "Tazhiao" village, it entered the Dahua high-end auto parts mold park "out of the village and into the park", it developed alongside dozens of molds, jointly supported the characteristic industries of the mold capital, and then moved towards "high". As a model student, it entered Lingfeng Modern Industrial Park, and its ultimate migration history is a microcosm of the down-to-earth and continuous development of many small and medium-sized enterprises in Ningbo.
Zhou Jinrong used one word "hardness" for his years of experience in his career."Now many young people are unwilling to make molds, and some people change their careers and make quick money by making some achievements, because this industry is too hard."
Zhou Jinrong entered the mold industry after graduating from junior high school and has worked in the field of technology research and development for more than 30 years. "I won't change careers in the future. I have been working for so long, especially after completing a technical breakthrough, I feel fulfilled!" Zhou Jinrong said.
There is no more heart than the heart in the world, and nothing more easily contaminated than the desire. Liu Jin talked about the company's "nature" in an interview with reporters. She said that in order to achieve the training of young employees, struggle and feelings are the most important lessons.
"Industry-leading and perfection", these are 8 eye-catching words that come into the Zhenzhi factory.
"Sheng means reaching a beautiful state. We use this to motivate ourselves, unswerving our original intentions and strive for excellence." Zhang Qunfeng said, "When General Secretary Xi Jinping came to inspect, he asked me what my ideal was. I reported to the General Secretary that we must be a world-class mold enterprise."
has to travel thousands of miles and still have to travel through mountains and rivers. Zhang Qunfeng said: "We must always maintain the spirit of pioneering, the spirit of creativity, and the style of doing things!" (Reporters Xu Lijing, Yu Jindong, Li Zhe, Wang Shengqiang)
However, the market's squeezing on small and medium-sized enterprises like Zhenzhi has never been relieved. Instead, it has become increasingly obvious in the violent industrial changes and changes in the market environment.
mold, known as the "mother of industry", is in the upstream of manufacturing. Fictionally speaking, products are all "eggs" born from molds.
"Molds become mass-produced products, and the industrial output value can be magnified by 100 times." Chen Jinyuan, former executive deputy director of the Office of Daqi High-end Mold Industry Base in Beilun District, introduced that the output value of 100 million yuan in the mold industry can drive downstream industrial output value of 10 billion yuan. Since mold production cannot form economies of scale, a mold-making enterprise can have an output value of 100 million yuan, which is a big breakthrough.
Since the opening of the first mold workshop in the 1960s, after the iteration of pure handmade, semi-automated, automation and digitalization, Beilun District of Ningbo has developed into the "hometown of China's die-casting molds". Among the top 20 die-casting mold companies in China, Beilun occupies 10 seats. The Beilun Dahua high-end auto parts mold park where it is located has gathered 78 companies, including 41 companies above the scale. In 2020, the park's output value reached more than 20 billion yuan, a year-on-year increase of 7%.
The industrial chain is growing, but fierce competition is intensifying. On the one hand, intellectual property issues and price wars have often caused mold companies that focus on originality to be damaged. "The first original mold is of course relatively expensive. Some customers need several molds of the same style. In order to save money, they take the first mold and drawings we delivered to find companies with weak R&D capabilities but also have certain production capabilities, and use very low prices to copy production." Liu Jin told reporters that such reality is something that must be faced.
On the other hand, the pressure from the extension and expansion of the upstream and downstream of the industrial chain is increasing. Some mold companies are accelerating their way downstream to obtain greater benefits of large-scale production. A listed company in the same park as Zhenzhi has achieved an output value of nearly 10 billion yuan according to this development path. Some downstream companies have begun to move upwards. For example, a supplier of automotive parts in the park that produces rearview mirrors has entered the front end of the industrial chain and set up their own mold development department, which will inevitably squeeze the living space of upstream mold companies.
Zhenzhi faces the temptation to go downstream to harvest high output value, and also faces the runs of latecomers on the track. How to break through?
"Zhenzhi only makes die-casting molds. Only by doing the hardest thing can you have market dominance! Our positioning is to 'bite bones'. If you always reach the cutting-edge of the industry, you will never be eliminated." Zhang Qunfeng's words are the consensus of Zhenzhi management and have also become the belief of the company.
Focusing on oneness is the unchanging choice. "Zhenzhi has never been involved in other investments. Even when real estate speculation is the hottest, let alone companies, we personally have not invested in them, and are all focused on making molds." Liu Jin said.
Dare to fight and dare to break through is the spirit that is immersed in the bones. "If you keep being the previous wave, you won't be beaten to death by the next wave." Zhou Jinrong, executive vice general manager who started a business with Zhang Qunfeng and was in charge of technology.
Step by step, every development node of Zhenzhi takes the "hard bone" product as the scale -
In 1999, Zhang Qunfeng, a mold apprentice who just turned 20, hired local master Zhou Jinrong to jointly found Zhenzhi. Two people added a small worker, a total of 3 people, knocking and striking and producing irons, street lights and other civilian molds.
In 2002, Zhenzhi, who was involved in sewing machine molds, won the order of a Japanese-funded enterprise, and it started to make a comeback. Since then, it has entered the industrial mold field, with an annual output value from more than 1 million yuan to more than 10 million yuan.
In 2004, it reached a breakthrough in the technical difficulties of precision molds of small automotive parts and officially entered the field of auto parts molds. Later, manual transmission molds were developed, and the added value of the product increased greatly.
In 2014, Zhenzhi won the automatic transmission mold project that is equipped with SAIC, and it gained a lot of reputation in the industry. Two years later, the company began to produce hybrid transmission molds, with an annual output value exceeding 100 million yuan, passing a major output value mark for mold companies.
Since 2019, it has entered the new energy auto parts field, from producing and replacing German imported shock absorber molds to manufacturing new products for world-renowned new energy vehicle companies, challenging one world's number one super large and super heavy truck parts die-casting mold after another.
" has been focusing on molds for 22 years. Zhenzhi will not fight price wars, nor will it extend upstream and downstream in the future. we are going to continuously improve our innovation capabilities, R&D capabilities, and continuously consolidate our position at the forefront of the technology." Zhang Qunfeng said firmly. To this day, 60% of the annual output value reached nearly 200 million yuan is created by new products.
In order to obtain mold orders for industry-leading new products, Zhenzhi does not hesitate to seek hardships and bears the risks at his own risk. "The die-casting mold industry has always implemented an advance payment system. This is a common practice to prevent risks and an industry rule that has not changed for many years. But in 2019, we gave up this rule for the first time. That was the first time we collaborated with a multinational company to produce shock absorber molds, and we paid all the upfront costs." Zhou Jinrong said that the facts proved that this struggle was worth it and was a key step to enter the field of new energy vehicles.
insists on focusing on the "niche" mold industry, and only works as a "dime casting mold" in one sub-sector in the industry. In recent years, it has focused on making new energy auto parts molds, and has become more and more "fine". In 2020, Zhenzhi's market share in the field of body structural parts die-casting molds reached 29%, ranking among the top three in the country.
Only when you sharpen your skills can you achieve success. Chen Bingrong, deputy mayor of Ningbo, said: "Ningbo has a group of outstanding entrepreneurs like Zhang Qunfeng who have been focusing on subdivided fields and pursuing excellence for a long time. They are committed to deepening and specializing in their fields and have a craftsman spirit. They are particularly wise, keen, diligent, low-key, and pragmatic, which is their true portrayal."
breaks the gap in technology -
continues to improve themselves and achieves the best
Global scientific and technological innovation has entered an unprecedentedly intensive active period. Faced with the technological barriers of high-quality development of China's manufacturing industry and reaching the mold industry, how can we maintain our leading competitiveness in the international market?
Entering the Zhenzhi production workshop, the machines roared, and the large-scale linkage equipment nearly 3 meters high was operating in an orderly manner, and the production progress on the digital platform was clear at a glance.
die-casting molds involve many disciplines such as fluid mechanics and materials science, and are an intensive industry of technology and talents. High-temperature metal liquid is poured into the mold core to form industrial finished products, which requires high requirements for the technical research and development, process manufacturing, service life of the mold.
Ningbo mold enterprise originated in a rural small workshop in the 1960s. "Post-70s" such as Zhang Qunfeng and Zhou Jinrong have basically never attended college and are not from professional backgrounds. They start as apprentices and start from manual work.
Although the starting point is low, Zhenzhi has been very enthusiastic from the beginning.
Liu Jin talked about the scene when he first met with Zhang Qunfeng: "I was working in a bank at that time. My colleagues introduced us to us. I had a good impression of him at first sight and felt that he was particularly energetic."
This spirit attracted Liu Jin to resign and work with Zhang Qunfeng. It was this spirit that supported Zhang Qunfeng and his entrepreneurial partners to travel all the way with their dreams, and they developed a handicraft workshop into an innovative enterprise that could compete with European and American counterparts on the same stage. In more than a year, Zhenzhi won three technical battles in the international market . The key to winning
is to master the lightweight integrated body structural parts mold technology of new energy vehicles. The technology of
is a tough one.
At the end of 2019, Zhenzhi received a mold order from an international leading new energy vehicle company and produced a body structural part weighing 80 tons. This is the first time in the world. After strict comparison, this car company divided the order into left and right pieces and handed it over to Zhenzhi and another mold company in Beilun to make one piece each.
"The weight of the whole mold reaches 80 tons, which was something I dare not imagine before. The maximum weight I have made before was only 50 tons." Zhou Jinrong said.
The technological changes of global new energy vehicles are making rapid progress. In the past, an automobile component was made of multiple parts, but now it is becoming more integrated. The functions achieved by more than a dozen or even dozens of small molds must be integrated into one mold. The mold is getting bigger and bigger, and it can be hundreds of tons at a distance. The mold is enlarged not simply adding weight, but a comprehensive test of dimensional accuracy, sealing level, thermal balance treatment, etc.
This is a new round of technological climbing and a brand new blue ocean for career.Zhang Qunfeng led the team day and night, with staff working in two shifts, and the machines continued for 24 hours. After more than 40 days of technical research, three watering and drainage tests and three thermal balance tests, the product design was finally completed.
design is just the first level, with more technical problems in manufacturing and assembly in the production link! A single hole makes the team helpless. Luo Libin, head of the production team of
, said: "In order to cast metal liquids, holes must be made in the mold. No holes of such a large size have been punched before. The drilled tool needs to be redesigned. The dimensional accuracy, material hardness, and surface smoothness of the holes have new requirements."
"Just like a medical syringe, the inner wall must be tightly compatible with the pusher to ensure that the liquid does not leak. The hole position of the mold is not accurate and the product seal cannot meet the requirements, which will cause flashes." Luo Libin made an analogy.
Last March, when General Secretary Xi Jinping came to the company's production workshop, it was a critical moment for the development of the mold. Listening to the General Secretary’s important speech up close, the company was greatly inspired, and it was full of strong will and passion, and working hard to solve the problems. In order to ensure one success, the company spent hundreds of thousands of yuan to buy components of the same material. After hundreds of hole punch simulation experiments, more than 40 hole punching tasks were successfully completed and the product was delivered as scheduled.
Luo Libin, a post-80s generation who is wearing glasses and looks a little shy, touched a lot, "This is the most difficult technical research in my career, and it is also the most fulfilling time."
"This is a disruptive product in the automotive industry." Zhang Qunfeng said, "Aluminum alloy material replaces steel, and integrated body parts replace the assembly of dozens of parts. The weight has been reduced by two-thirds, but the strength has been greatly increased, which is of great significance to the weight loss and mileage endurance of new energy vehicles."
In September 2020, Zhenzhi received a large order of 130 tons. This time, Zhenzhi is no longer the "half" order taker, but has become the only choice for partners.
This is a "half-piece" project. Due to the COVID-19 epidemic, many European and American companies were unable to resume work. Automobile manufacturers transferred the molds that were manufactured by foreign mold manufacturers and have not yet been completed to Zhenzhi, with a construction period of only 15 days.
Only after getting the semi-finished product was found that the mold core was deformed, the size was errored, and the cooling port was blocked. When communicating with the car manufacturer, the other party is tough and does not give any grace in terms of time.
Only when it is difficult can one show courage and perseverance. The construction period is reversed, and 15 days are carefully arranged into one hour and one hour research table. Every night, Zhang Qunfeng and Zhou Jinrong leave the latest. "The difficulty is not a little bit. Even the processing equipment has become a problem. Where can I find a mold clamping machine that can splice 130-ton molds!" Zhou Jinrong sighed that there are too many technical problems to overcome, but he is more proud in his words, "Maybe only Chinese can do it." Unblock the cooling port, use heat treatment technology and CNC technology to process threads... The technical difficulties were broken one by one, and the final product was shipped on time.
"This set of semi-finished molds was fed by the manufacturer. We will ship them back after they are made." Zhou Jinrong sighed that the manufacturer would rather spend the same freight as the cost and travel across the ocean to find Chinese companies, which fully demonstrates the capabilities of Chinese companies.
has achieved excellent technical level and fulfillment capabilities, which has obtained several 130-ton orders from the automobile manufacturer.
This time, from R&D, design to production, all of them are completed independently. We have achieved cooperation with the world's leading new energy vehicle companies, and have taken three steps in a row in a year and have made great strides to a new realm.
Deeply pursuing innovation and striving for strength, not only enables us to step by step to open up new market space, but also gradually changes the long-term situation of the weak market "voice" of mold companies.
Yao Xianjun, president of Ningbo Beilun District Die Casting Mold Industry Association and head of Junling Mold, told reporters that the domestic mold industry has the characteristics of "one high and one low". High refers to high technical requirements, and low refers to low industrial status. He smiled wryly and said, "Mold companies have always been passively waiting for orders from downstream manufacturing companies."
Now, Zhenzhi can directly talk to vehicle manufacturers and participate in the preliminary design and research and development of automobile products. The bargaining power and industry dominance have been significantly improved.
"The output value of this mold is more than 10 million yuan, which helped us break through the industry ceiling. Previously, the output value of mold companies reached up to 200 million yuan, but now a single product like this can reach 500 million yuan. "Zhang Qunfeng told reporters that Zhenzhi is preparing to develop new molds of 150 tons or even more than 200 tons. "The car dealer not only pays us mold fees, but also pays us design fees."
breaks the talent trap -
is based on reality and independently cultivates
Zhang Qunfeng is very envious of some employees of European and American companies who have master's degrees, and Zhenzhi is very hard to recruit a college student, "The temple can't invite a big monk."
Mold industry is an intellectually intensive industry. The customer said that I want a cup that can squeeze juice and heat it. The mold designer must turn the customer's functional needs into products through his own spatial imagination and industrial design capabilities. It is no exaggeration to say that every employee of the mold company is a technician.
At this stage, the lack of talents is a common problem faced by almost all small and medium-sized enterprises in China, especially small and medium-sized enterprises in manufacturing. How to solve the talent difficulties? Based on reality, independent cultivation - the practice of achieving success shows that we can only take the path of independent cultivation!
"Yesterday I was a farmer, I put down my trouser legs, and today I became a worker." Although it is a joke, in the mold industry in Beilun, there are a large number of masters who have never been to college or received professional training. In fact, for many technical jobs, as long as the concept and training can keep up, the master can also become a high-end talent.
Zhou Jinrong, who was an apprentice, was originally an fitter. In the early years, when producing civilian molds in small workshops, the requirements for product accuracy and innovation ability were very low, and Zhou Jinrong's fitter level was sufficient. In 2006, Zhenzhi began to cooperate with brand car manufacturers such as SAIC and General Motors to produce manual transmission molds for the first time, entering a completely unfamiliar field. Where do talents come from?
can only learn while doing it. "We invited the teacher to come to Zhenzhi for training every night. During the day, I worked in the workshop, thinking about new products, and at night, I would study hard with paper and pen and tools." Zhou Jinrong was vivid in his mind at that time.
Nowadays, Zhou Jinrong's fitter skills are becoming more and more skilled, and his ability to develop new products is increasing day by day, becoming an important design talent. He has worked hard with his employees for many major technical breakthroughs.
is the concept as important as technology. "You can buy advanced equipment and software for money. What is the difference between products between different companies?" In the view of technical backbone Luo Libin, the gap between 99 points and 100 points is a huge difference. We will vigorously promote the spirit of craftsmanship and strive to cultivate employees' work attitude of striving for excellence.
Currently, among the more than 140 employees, 28 have bachelor's degree and 39 have college degree. Faced with the rapid development of the company, such a talent team is somewhat short of both the number of people and the composition of education.
"To be honest, for small businesses like us, we can't recruit first-tier graduates. How to compete with foreign companies? We have to rely on ourselves to train children in second-tier universities into first-class talents." Liu Jin said that Zhenzhi has explored a training system for new employees, compiled his own special textbooks, and tailored training for newcomers.
stared at the screen without turning his eyes, moving the mouse in his hand back and forth, and the pretty face of Yunnan Yang Xuebi was skillfully operating the 3D modeling software on the computer.
In December last year, Yang Xuebi, who had just left the school gate, came to Zhenzhi. "The knowledge learned in the school is quite different from the actual work. In order to get us started as soon as possible, the company has assigned us a skill tutor and organized us to learn more than a dozen courses, including 2D and 3D styling design, etc.." Yang Xuebi told reporters that during that time, it was like "fighting monsters and upgrading". Each course had to learn theoretical knowledge first, and then go to the workshop to practice. Only after passing the test can you enter the next course.
"Although my income is not as good as a courier, no one can get the skills I have learned. A few years before joining the company, the company will make a salary increase every few months. I believe that as long as I work hard, the development prospects will be very good." Yang Xuebi smiled on his face.
"Many companies want to poach our employees. Our ordinary employees can be the production team leader when they go out." Liu Jin said that this also proves that the path of talent training is right.
In reality, for many small and medium-sized enterprises, recruiting workers is the first problem. "We discuss recruitment every weekly meeting, and we are recruiting all year round. Even so, the talent reserve is still insufficient," said Zhou Jinrong.
"Our small and medium-sized enterprises want to hold job fairs in colleges and universities, and they can't even get in," said Liu Jin. what to do? Hit the ride! Chen Jianjun, deputy director of the Beilun District Human Resources and Social Security Bureau, told reporters that the district organizes 600 enterprises to go to more than 80 universities across the country to conduct tour talent attracting activities every year. Zhenzhi is one of the enterprises that actively participate, thus introducing many scarce skilled talents. Zhenzhi also cooperated with the honest and standardized human resources service agencies selected by the Beilun District Human Resources and Social Security Bureau to introduce 7 graduates from the School of Mechanical Sciences of Inner Mongolia University for Nationalities. Yang Xuebi is one of them.
From imitation to originality, from following to leading, in the face of ever-changing technological changes, where does the high-end talents that small and medium-sized enterprises need come from? Zhenzhi has established strong "external brain support" based on the local government.
Zhenzhi signed an agreement with the Ningbo Innovation Institute of Beijing University of Aeronautics and Astronautics. The expert team regularly goes to the workshop to provide assistance and guidance, and solves technical problems for enterprises every year.
Chen Chenghai, member of the Party Leadership Group and second-level inspector of Ningbo Municipal Bureau of Economic and Information Technology, told reporters, "The municipal finance will take the funding support for the research institute. By paying hundreds of thousands of yuan in cooperation funds every year, you can enjoy the services of the top scientific research team."
"The research and development and manufacturing of large structural parts die-casting molds cannot be separated from the technical support provided by Beihang in material analysis, mechanical analysis, etc., which has helped us too much!" Speaking of the in-depth empowerment of cooperation between the institute and enterprises, Liu Jin has too much experience. From engineers on Sundays in the past, to later enclave-style research teams, to now introducing high-end innovation resources from the Industrial Technology Research Institute, it has effectively alleviated the desire of small and medium-sized enterprises for high-end talents and technology.
Zhang Qunfeng smiled and said, "We have made preparations for talents, technology, factories and other aspects, and will usher in a blowout growth next year. In the future, I will open the branch overseas!"
The new factory covering an area of 30 acres is being built in a booming manner in the Beilun Lingfeng Modern Industrial Park.
Liang Qun, member of the Standing Committee of Ningbo Municipal Party Committee and Secretary of Beilun District Party Committee, told reporters that Lingfeng Modern Industrial Park was planned and built to implement the spirit of General Secretary Xi Jinping’s important speech during his inspection in Zhejiang last year. It explores new models for the province to build a global advanced manufacturing base, explores new platforms for the development of emerging industries, and explores new paths for the governance of industrial parks.
Zhenzhi has become the first batch of enterprises to enter the park, and the new factory under construction will be the third factory site since Zhenzhi started its business.
When the news of building Lingfeng Modern Industrial Park reached Zhang Qunfeng's ears, he shouted, "I met a pillow when I was sleepy." The government’s conditions for entering and leaving the park are: the annual average tax revenue must reach 650,000 to 800,000 yuan.
Zhang Qunfeng did not hesitate at all. He is confident that he can pass the efficiency assessment line of per mu tax.
"Our output value from January to September this year is already the level of the whole year of last year, with an average tax of 600,000 yuan." Liu Jin said with the planning map of the new factory, "After completion, it will become a high-end large-scale mold production base in Zhenzhi, with annual sales exceeding 300 million yuan, and the increase in average tax of 100 million yuan is certain."
It is understood that Zhenzhi's annual export volume reached 36.9 million yuan in 2020, an increase of 1072.17% year-on-year.
In December 2020, Zhenzhi Company's body structural parts die-casting mold was selected as the fourth batch of Ningbo's single-item champion cultivation enterprises. After entering the new factory, the potential that can be fully released will surely change again.
From an idle farmhouse rented in a small hill called "Tazhiao" village, it entered the Dahua high-end auto parts mold park "out of the village and into the park", it developed alongside dozens of molds, jointly supported the characteristic industries of the mold capital, and then moved towards "high". As a model student, it entered Lingfeng Modern Industrial Park, and its ultimate migration history is a microcosm of the down-to-earth and continuous development of many small and medium-sized enterprises in Ningbo.
Zhou Jinrong used one word "hardness" for his years of experience in his career."Now many young people are unwilling to make molds, and some people change their careers and make quick money by making some achievements, because this industry is too hard."
Zhou Jinrong entered the mold industry after graduating from junior high school and has worked in the field of technology research and development for more than 30 years. "I won't change careers in the future. I have been working for so long, especially after completing a technical breakthrough, I feel fulfilled!" Zhou Jinrong said.
There is no more heart than the heart in the world, and nothing more easily contaminated than the desire. Liu Jin talked about the company's "nature" in an interview with reporters. She said that in order to achieve the training of young employees, struggle and feelings are the most important lessons.
"Industry-leading and perfection", these are 8 eye-catching words that come into the Zhenzhi factory.
"Sheng means reaching a beautiful state. We use this to motivate ourselves, unswerving our original intentions and strive for excellence." Zhang Qunfeng said, "When General Secretary Xi Jinping came to inspect, he asked me what my ideal was. I reported to the General Secretary that we must be a world-class mold enterprise."
has to travel thousands of miles and still have to travel through mountains and rivers. Zhang Qunfeng said: "We must always maintain the spirit of pioneering, the spirit of creativity, and the style of doing things!" (Reporters Xu Lijing, Yu Jindong, Li Zhe, Wang Shengqiang)
