Xinli: Dedicated to Each Handshake

"'Shaking hands' with new and old customers sincerely is our ultimate and eternal goal."

Interviewee: Liang Yonghui

Position: Genaral Manager

Company:  Xinli Abrasives Co., LTD

When so many abrasives manufacturers began to expand new business and begin to seek out new ways by listing and financing, expanding scale, and upgrading industry, Xinli continues to research and develop the thinner and higher precision cutting wheels. In January of 1997, China's first ultra-thin cutting wheel with reinforced fiber meshes-Xinli's patented product was born.

Over the past 10 years, the abrasives manufacturers had received a large amount of information, and many companies are urgent to put those ideas into practice. While, in an unordered business environment, only a product with strong competitiveness and precise positioning can help the enterprises fight their way out. 

In October, 1995, Xinli Abrasives Co., LTD was established and composed of only 12 workers, two second-hand manual pressure machines and a shabby house. In that situation, Xinli has made the first batch of products, but after the products are sold, the customer did not continue to order, and workers had to stop working. Xinli faced up with a dilemma.

What should they do in the next step? After plenty of survey, it is founded that the main problem was that their products lack competitiveness. Then how to solve that problem? The first is to find a proper product positioning. Through talking to customers, Xinli had known that there was few enterprise producing ultra-thin cutting wheels. At that time, ultra-thin cutting wheel was rare, and generally used rubber bonding agent, let alone the ultra-thin cutting wheels with reinforced fiber meshes.  therefore, Xinli made a big decision to produce ultra-thin cutting wheels with fiber reinforced resin binder. 

Then, there was another problem, they did not have technology. When meeting difficulties in technique, there was no one they could turn for help. Counterparts were not willing to assist, and academic experts did not believe what Xinli thought can be realized. In a word, no one believes that they could make breakthrough and achieve success. Finally, relying on continuous failure, test and improvement, with indomitable spirit, the first batch of resin ultra-thin cutting wheels with reinforced fiber net was produced.

Is it easier to get orders depending on competitive products? The reality gave another lesson to Xinli. One day in may of 1997, when Liang Yonghui brought ultra-thin cutting wheels to communicate with customers confidently, he was refused again unexpectedly. The fact is that, the client had ever used their products and did not believe they had the capacity of producing high quality ultra-thin cutting wheels. Moreover, they cannot belive there was fiber meshes in that thin cutting wheels. No matter how Liang Yonghui explained, the client still refused to meet him. Suddenly, Liang Yonghui threw cutting wheels from the second floor. In a result, the client was shocked because that cutting wheels didn't break. At that very moment, the customer decided to cooperate with XINLI and become their faithful clients. That is the first sincere handshake with their clients. 

 The first batch of ultra-thin cutting wheels were sold out.Everyone was so glad that they bought wine to celebrate. Then, Xinli began to consider what they should do in next stage. At that time, money was no longer a problem. Is it to keep the satus quo or continue to move forward? Benefit from technology innovation, everyone agreed to replace manual press machine with semi-automatic, which could reduce the labor intensity and make workers energetic. With high enthusiasm, working efficiency is naturally improved. What's more, the cutting wheels are much preciser and competitiveness is higher.

Xinli has a deep feeling on their staff. The company has suffered from the shortage of money, so they know very well the difficulties in life of poor people and Xinli never default on wages. They always hold that it is not the company helps staff but the staff pushed the development of company. 

In 1998, based on replacement of new equipment, within six months the production was raised from 400 pieces per person each day to 800 pieces a day, and the thickness had changed from 1.2 mm to 0.5 mm. In 2003, Xinli began to buy automatic equipment. Up to now, Xinli has clean and orderly workshop with air-conditioning has dozens of automatic production line. Its scale has expanded more than a dozen times, the number of workers also reached more than 200.In the past 15 years, Xinli has always been dedicated to manufacturing ultra-thin cutting piece, and have the determination to produce the prefect ultra-thin cutting wheels.

When asked about the future development, Liang Yonghui said that, "shaking hands" with new and old customers sincerely is their ultimate and eternal goal.