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October 18, 2022 10:08 AM

Sales hit high, goodbye to ties, says Sumitomo (SHI) Demag CEO

Catherine Kavanaugh
Senior Reporter
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    K-Prieview22-main_i.jpg
    Messe Düsseldorf
    Gerd Liebig from Sumitomo Demag during a preiew event for K 2022.

    Sumitomo (SHI) Demag is presenting its all-electric machine series and an expansive automation platform at K 2022 in the same size booth at the same location as past for the triennially held trade show. However, visitors may notice a subtle difference.

    Some company officials are saying bye to ties. CEO Gerd Liebig didn't even pack one for the eight-day trade fair.

    Once a staple of professional business attire, the piece of cloth worn for decorative purposes started out as knotted neckerchiefs for Croatian mercenaries serving in France during the 30 Years' War from 1618-48. The article of clothing then became a fashion craze, first in France, then everywhere. Three centuries later, some consider it more of a crazy fashion.

    The neckwear started going to the wayside at Fakuma 2021, when plastics industry colleagues convened for the first big international trade event following the onset of the COVID-19 pandemic in March 2020. After the spate of working from home and Zoom meetings in button-down shirts for the camera and shorts or sweatpants for comfort, the tie fell out of favor.

    Liebig said there are many reasons to bid a not-so-fond farewell to the tie.

    "Gone is the agony of tying you properly; gone the tomato stains with a tendency to form an inseparable bond with the fabric; gone the coordinated suit, tie, shirt selection process that was usually reliant on female support," Liebig said.

    "The tie's killer was [COVID]," he added. "We breathe a sigh of relief — without tie — and enjoy the casual day, all week long. So-long tie!"

    In an email interview ahead of the event, Gerd also gave an overview about the company's presence at K 2022.

    Messe Düsseldorf
    Gerd Liebig from Sumitomo Demag during a preiew event for K 2022.

    Q: Fakuma 2021 was a success in terms of everyone adapting to COVID protocols and it marked a return to major in-person plastics trade shows. What are your hopes for K 2022? What will make it a successful event for Sumitomo?

    Liebig: The main rationale behind the lower order income over the last weeks can probably be attributed to the fact that K 2022 is fast approaching. High energy prices, the challenging cashflow situation and the war in the Ukraine all contribute to an uncertain economic situation.

    That said, my main hope for K 2022 and beyond is that by focusing on the strong innovations that support efficiency and reduce energy consumption, investments with molders will continue to push ahead. Sumitomo (SHI) Demag has focused on all-electric machines now for many years. Currently, 90 percent of the machines produced are all-electric, and production of the all-electric series has moved entirely to Wiehe [Germany]. With 80,000 all-electric machines in the market, the trends confirm our long-term outlook and strategy. So, I am very confident that K 2022 will be a success for us.

    Q: How did the company do in 2021? Were sales in line with 2018, which was a record year of €800 million?

    Liebig: In 2021, we achieved €808 million, the all-time highest turnover in our company's history. This was slightly improved upon 2018, with a lower market volume. Meaning in 2021, our overall market share increased.

    Q: What has 2022 been like? Where are you seeing growth?

    Liebig: The market decreased significantly mainly due to high energy prices, high material costs and customers' subsequent cash flow issues. I anticipate an increase for the automotive industry in the coming months. Although not returning to levels of investment in 2018, this growth could still be significant.

    However, the main growth is likely to come from higher demand overall for all-electric machines. In electronics and medical, the ratio for all-electric investments is already very high. Automotive, packaging and consumer are all sectors where future rises in demand for all-electric are anticipated. The introduction of high-performance machines like PAC-E combined with a strong trend in the consumer industry of switching from hydraulic to all-electric machines due to high energy prices will further advance our market leadership in all-electric machinery.

    Q: Has the move toward tethered caps been creating new demand from the packaging industry?

    Liebig: Most definitively. This trend has been anticipated for some time, and we address it this year launching our new PAC-E machine. Developed specifically for the packaging, caps and closures sector, it combines high performance with very low energy consumption.

    MORE from K
    K 2022 coverage

    Plastics News will be putting out trade show dailies at K 2022. We'll also be on hand for all of the breaking news and press conferences at K. Be sure to sign up for our special K newsletters so you don't miss a thing. 

    PN, and our sister publication Sustainable Plastics, will be at Hall 6, Booth C08, where you can pick up a copy of our show dailies.

    Q: How are sales into the medical market? Still strong from manufacturers of pipette tips for COVID-19 testing and vaccinations? Or tapering off?

    Liebig: Demand is still historically high, although in the last two years it has slightly decreased. Fifteen years ago, the medical machine market share in Europe was 5 percent. It is currently 15 percent and in the future is expected to fall slightly to around 12 percent.

    Q: Are economic factors like increasing interest rates and higher energy costs hurting sales? Are customers delaying purchases because it costs more to borrow? Is the repair business growing? Or are customers modernizing their fleet to reduce energy usage?

    Liebig: We see three main effects; high energy costs generally leads to lower investments. However, this also leads to more new investments in all-electric machines. Additionally, demand for our service and spare parts business is at a very high level. Typically, we experience this service and spares business peak at the beginning and towards the end of a crisis.

    Q: The circular economy remains a unifying theme for K 2022 and Sumitomo will participate in a special forum about it. What is the company's role in the form and what is its message to K show attendees?

    Liebig: Our ambition is to reduce the use of material by improving the process and enabling our customers to produce ever-thinner-walled parts with our solutions. Various approaches to material or process technologies are conceivable here. One example is foaming, which reduces the amount of material required — exhibited at K 2022 at the circular economy stand at VDMA. Recyclate processing is not an insurmountable technological challenge. We process many materials — recyclates have now broadened the material range. The challenge is to control nonuniform material properties through intelligent process monitoring.

    Q: What is the significance of the K theme digitalization to Sumitomo?

    Liebig: Digitalization is very important to us. At K 2022, we will extend our digital tools, launching our newest smart solution: myAssist. Increasing process transparency, the new tool will be displayed on three individual exhibits. This gives injection molders the facility to gain even deeper insights into process parameters. With myAssist, we are marking the next stage in our journey from process analysis to digital validation and digital product pass. This is an evolving system with further developments already in the works.

    Q: How about climate change? What is the role of machine builders?

    Liebig: Climate neutrality plays a key role within the Sumitomo Group. The most important way to achieve this is through our unwavering focus on all-electric machinery, which leads to significant savings in CO2 emissions. Six years ago we converted one of our two sites in Germany to the production of all-electric machines. This was initially a difficult step as it meant losing at the time an order volume of around 20 percent. However, our decision turned out to be far-sighted: Given this shift towards sustainability, we now have a huge competitive advantage.

    Q: Do you think the more casual atmosphere at Fakuma 2021 marked the end of executives wearing ties at trade shows?

    Liebig: I did not pack any tie. It is the relic of past business times, with complex dress codes that we took great pain to teach our sons no longer existing; the tie is dead. [COVID] meant for one and half years, formal attire remained tucked away in our closets.

    Although resurrections were planned for the occasion of Fakuma, with 90 percent of visitors and exhibitors conducting business meetings from home, this never happened. Symbolically, the tie has endured for 400 years. It's now an artifact representing former business times — forever forgotten in the darkness of the drawer.

    Climate neutrality plays a key role within the Sumitomo Group. The most important way to achieve this is through our unwavering focus on all-electric machinery, which leads to significant savings in CO2 emissions."

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