Doublestar Machinery: Expanding International Market

Doublestar Machinery: Expanding International Market

By WANG KAILIANG

SINCE the machinery industry become all the rage in China, Doublestar Machinery Co., Ltd. has proved to be one of the mainstays of the Doublestar Group, which mainly turns out shoes and tires. Doublestar Machinery is a comprehensive machinery enterprise incorporating scientific research, design, manufacturing, installation and consulting.

In recent years, the company has capitalized on the excellent enterprise culture and advanced management of the Doublestar Group, actualizing its high-end developing strategy. The company's great progress began within its first few years of development: its annual sales revenue skyrocketed from less than RMB 200 million to one billion. The one-time extensive local enterprise has transformed into an international machinery manufacturer with a corporate culture, becoming one of the top machinery manufacturing enterprises in Qingdao, Shandong Province.

Doublestar Machinery developed China's first patented large vacuum airproof molding line.

 

Growing by Creating a National Brand

For historical reasons, a large number of machinery manufacturing enterprises in China are currently in a substandard development state. Mechanical equipment with high technology content basically still needs to be imported. In the high-end equipment market national brands are hard to find, which leads to foreign equipment entering the Chinese market on a large scale. Wang Hai, president of the Doublestar Group, responded with a strategic decision to "entrench the company's technical upgrading, create our own core technology, and steer the transformation from 'made in Doublestar' to 'created in Doublestar'. The goal is to build the largest machinery manufacturing group in China." Under Wang's direction, the company's aim to establish a national machinery brand with independent intellectual property rights and high added value, included the establishment of a powerful technological center for the machinery industry – the Doublestar Machinery Institute. In order to jointly develop high-end products and boost the advancement of China's mechanical technology, the institute established a strategic partnership with more than 10 scientific research institutes and universities, such as Huazhong University of Science & Technology, Shandong University, Beijing Research Institute of Automation for Machinery Industry, China Shipbuilding NDRI Engineering Co., Ltd as well as the First Design and Research Institute, MI China.

The company has invested more than RMB 100 million in purchasing large-scale processing equipment and research and development. Each year the company sets up research and development topics on cutting-edge technology. In recent years, the company has been engaged in research and development of more than 100 high-end products. Guided by the principle of "employing professionals to do a professional job," the company has selected a team of crack technicians for the task, and established a core management group backed by experienced operating staff. By launching a comprehensive service that coordinates the process through design, production, installation, and acceptance inspection, the company effectively created the technical upgrading process which brought more than 30 best operations in the mechanical industry and developed over 90 new products. As such, Doublestar has made a huge contribution to the invigoration of the nation's mechanical industry and national defense, with products equipping more than 20 industries in China, such as aerospace, shipbuilding, automobile and locomotive manufacturing, heavy machine tools and engineering machinery manufacturing.