Shini continues fight against copycats

By Steve Toloken
News Editor / International

Published: October 18, 2013 1:33 pm ET
Updated: October 18, 2013 1:36 pm ET

Image By: Steve Toloken Alan Chen

Related to this story

Topics Machinery, K 2013, Business News & Features

DÜSSELDORF, GERMANY — Taiwanese auxiliary equipment maker Shini Group is unveiling a new image campaign at K 2013 — part of an effort to separate itself from rampant copycats in the China market — while it readies new factories in China and India to ramp up capacity.

The Taipei-based firm, one of Asia's largest makers of auxiliary equipment for plastics, was unveiling a new sleeker look and cleaner, black and white color scheme, to put some distance between itself and some mainland Chinese firms it said used similar names and claimed to be part of Shini.

At times the copycats would be so bold as to exhibit as Shini at local trade shows, the company said.

"The reason we do the new image is there are a lot of copies in China," said Alan Chen, director of overseas business and marketing in Shini's corporate technology center in Dongguan, China, in an interview at the company's booth at K (Hall 11/B-57-2).

Changing color schemes is not the only tactic — Chen said the company is focused on upgrading its product offerings, switching from selling products to designing integrated systems of robots, material handling and other equipment with knowledge gained in four decades in business.

"Changing colors is the first step," Chen said. "Changing how the company operates is the second. We want to sell solutions."

On its website, a company press release from June listed eight companies and associated websites, most of them from southern China's Guangdong Province, that Shini said were using similar names in violation of Shini trademarks.

"For a long time, unscrupulous operators were counterfeiting [the] Shini brand with many identical or similar trademarks, products as well as websites, which poses severe damage to Shini brand's reputation," the company said. "Until now, we have received many customer complaints regarding the purchase of counterfeit or inferior products."

But Chen said the company also wants to look forward and develop new products and strengthen its position in the market, focusing on staying ahead of competitors that compete based on violating intellectual property.

As part of that, early next year the company will open a new 173,000-square-foot factory in Pune, India, tripling capacity of its current plant in Mumbai, and open its fourth plant in China, in Chongqing.

The new 145,000-square-foot China plant is designed to tap growth in western China, and joins existing Shini factories in Dongguan, Ningbo and Pinghu, China, and in Taipei.

At K, the company also announced that it was opening a new sales office in Stuttgart, Germany, its first in the country.

Shini unveiled two new products at the fair, its SGD-12 gravimetric doser and a new water heater with much finer controls.

The doser uses loss-in-weight weighing technology to apply precise dosing, reducing color variations between batches, in addition to having better backup data and Ethernet capability.

The new water heater, its STM-910MW model, uses a control system to allow water temperature to be controlled within plus or minus 0.3 degrees Celsius, compared with plus or minus one degree on earlier models.

Chen said Shini had sales of just under $90 million in 2012, and is targeting $100 million this year.


Comments

Shini continues fight against copycats

By Steve Toloken
News Editor / International

Published: October 18, 2013 1:33 pm ET
Updated: October 18, 2013 1:36 pm ET

Post Your Comments


Back to story


More stories

Image

Best Places To Work: No. 7, CMD Corp.

March 4, 2015 12:27 pm ET

There's a lot of innovating going on at the No. 7 company on Plastics News' Best Places to Work ranking.    More

Image

West Coast ports dispute impacts machinery imports

February 27, 2015 5:00 pm ET

Asian machinery companies got caught in the West Coast ports labor dispute — causing some headaches to get equipment ready for NPE 2015.    More

Image

Wittmann, Illig among machinery firms boosting investments in India

February 27, 2015 1:34 pm ET

GANDHINAGAR, INDIA — Expected growth in the Indian plastics market is leading several global machinery firms to make investments there,...    More

Image

NFM Welding Engineers opens direct office in China

February 26, 2015 2:05 pm ET

MASSILLON, OHIO — Extrusion equipment manufacturer NFM Welding Engineers Inc. has opened a sales office in Dalian, China.    More

Image

Extrusion equipment makers adapting to market demands

February 25, 2015 2:11 pm ET

Extrusion equipment suppliers strive to meet new needs of the marketplace. While they continue upgrading speed, output and quality, they're also offer...    More

Market Reports

Flexible Packaging Trends in North America

North America represents about 30 percent of the global consumption of flexible packaging. Annual growth in this region is forecast at 4 percent during the next 5 years.

For more insight on growth opportunities, drivers of growth and the outlook for 2015, download this report.

Learn more

Plastics Recycling Trends in North America

This report is a review and analysis of the North American Plastics Recycling Industry, including key trends and statistics based on 2013 performance. We examine market environment factors, regulatory issues, industry challenges, key drivers and emerging trends in post-consumer and post-industrial recycling.

Learn more

Plastics in Mexico - State of the Industry Report

This report analyzes the $20 billion plastics industry in Mexico including sales of machinery & equipment, resins and finished products.

Our analysts provide insight on business trends, foreign investment, top end markets and plastics processing activity. The report also provides important data on exports, production, employment and value of plastics products manufactured.

Learn more

Upcoming Plastics News Events

June 2, 2015 - June 3, 2015Plastics Financial Summit - Chicago 2015

September 16, 2015 - September 18, 2015Plastics Caps & Closures - September 2015

More Events