Shini continues fight against copycats

By Steve Toloken
Staff Reporter / Asia Bureau Chief

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
Staff Reporter / Asia Bureau Chief

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

The return of HPM's big presses

December 19, 2014 11:47 am ET

HPM is back in big injection molding machines.    More

Image

Auto, medical, packaging all lead to solid sales for compounding extruders

December 18, 2014 6:00 am ET

Compounding extruder sales tend to be cyclical, but machinery makers report another solid year — thanks to automotive, medical, food packaging...    More

Image

Milacron opening Mexico technical center, considers another in Brazil

December 16, 2014 12:58 pm ET

Milacron LLC plans to officially open a new technical center in Querétaro, 140 miles northwest of Mexico City, early in 2015, and the company is...    More

Image

Guangdong machinery maker adds another plant

December 15, 2014 6:00 am ET

TAIPEI, TAIWAN — Extrusion thermoforming equipment specialist Guangdong Designer Machinery Co. Ltd. plans to open a new 70,000-square-meter...    More

Image

Italian auxiliary company Moretto sets up a U.S. facility

December 12, 2014 1:09 pm ET

Italian auxiliary equipment manufacturer Moretto SpA has opened its first U.S. operation, in Columbus, Ohio, to handle sales, service and spare parts.    More

Market Reports

Flexible Packaging Trends in North America

Our latest RESEARCH report examines trends in FLEXIBLE PACKAGING impacting the North American market including a review of economic conditions, key drivers of growth, materials pricing, M&A activity, sustainability challenges and the outlook for 2015.

Learn more

Plastics in Brazil - State of the Industry Report

This in-depth report examines the Brazilian plastics industry from a historical and geographical context. Our analysts provide insight on economic trends and forecasts, growing manufacturing sectors that utilize plastics, private investment opportunities, market environment challenges, and innovations in R&D.

Data tables and charts on producer prices, trade, plastics production and end market indicators is also included.

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

Upcoming Plastics News Events

January 14, 2015 - January 14, 2015Plastics in Automotive

February 4, 2015 - February 6, 2015Plastics News Executive Forum 2015

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

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

October 27, 2015 - October 29, 2015Plastics Financial Summit - New York - 2015

More Events