Taiwan Top 100 Brands
Feature
FFG
Making A Legend in Machine Tools Industry
FFG
created a remarkable growth of 37 thousand times during 21 years since its
establishment. Being recognized as a globally leading machine tool builder, FFG
was just awarded “Taiwan’s Top 100 Brands.”
Commercial Times - August 17th, 2011
FFG Feeler was
nominated and awarded “Taiwan’s Top 100 Brands” on 26th July. This
is the best recognition to Feeler’s efforts and excellent performance over the
years. Feeler’s annual revenue, from US$ 30 thousand in 1989, rocketed to US$
1.2 billion in 2010. Such performance indicates a growth of 37 thousand times
during 21 years.
Chairman Jimmy
Chu addressed that, this glory honors Feeler team’s dedication, but it’s also a
challenge for Feeler brand moving forward to a higher level. After this award-wining, Chiang Pin-Kung,
President of Strait Exchange Foundation (SEF) led a press group visiting FFG,
sending congratulations while checking how the machine tool industry benefits
from ECFA. Jimmy Chu expressed due to ECFA, in the first six months of 2011,
Taiwanese machine tool builders have growths in exports to China, investment in
Taiwan and number of employment. FFG pours in US$ 41 million to build new
plants in Taichung and Miaoli. Another investment
project of a new R&D base is under planning, amounting US$ 350 to 500
million per year.
Through
strategic international M&A, FFG consists of 53 companies scattering in
Taiwan, Hong Kong, China, Japan, South Korea, the US and Europe. FFG Machine
Tool Division owns 13 brands and 23 production bases around the world. For
vertical machining centers, FFG output more than 9,000 units in 2010. It’s
estimated that in 2011 FFG will receive orders of 15,000 and 12,000 units
delivered.
FFG’s
Intensive Investment for World Top Machine Tool Brand
To
become the world leading brand of machine tools in 2018, Jimmy Chu announced
that 1% to 1.5% of FFG annual turnover, around US$ 10 to 17 million, will be
used for marketing promotion. At EMO 2011, FFG’s booth space ranks top 5
largest, standing alone with other world-famous major manufacturers such as
MAZAK, OKUMA, HAAS, DOOSAN, MAG and so on. Apart from that, FFG will have an
exclusive, predominant advertising exposure at Laatzen
metro station.
Since
2009, FFG has been aggressively promoting its brand name. TIMTOS 2009, CIMT
2009, EMO 2009, IMTS 2010, TIMTOS 2011, CIMT 2011, EMO 2011 – FFG attracts
attentions with large exhibiting space and predominant advertising exposure.
FFG’s
strong brand images can also be seen at Taiwan International Airport and the
high speed railroad (HSR) Taichung station. FFG has become part of the
representative images of Taiwan.
World
No.1 in 2018 – Yes We Can!
James Lee,
General Manager of FEELER, FFG
In
FEELER, “World No.1 Machine Tool Builder in 2018” is more than an inspiring
slogan but a real goal to be carried out. Taiwan is our hub for R&D; In
China we continuously build new plants to boost productivity to world class.
International cooperation like joint venture projects and M&A will be
carried on in order for worldwide operation and coverage. This is FFG’s formula
of success.
FEELER
is awarded “Taiwan’s Top 100 Brand” – this achievement thanks to the synergy
from our partners, suppliers and FEELER team. Moreover, our latest promotional
concept of “cubic success” well presents FEELER’s strengths. Concepts of X, Y
and Z axes represent intensive R&D, worldwide production and global
marketing, while A, B and C axes stand for our edges in technology, quality and
service. “Success 3” also shows that our success is not doubled or
tripled but multiplied in various aspects.
Work
with Right Partner, Stay Close to Customers
Jenny Chiang,
Sales Director of FEELER, FFG
FEELER’s
soaring sales results in the recent years thank to deliberate selections on
right agents. Our partners in the world are also the leading dealers in their
individual regional markets. For instance, American MMT is the largest agent in
the U.S. for CNC lathes and machining centers, with annual turnover up to US$
250 million; Brazilian Meggaton is the largest
machine tools agent in Brazil, working with FEELER for almost 20 years; Indian
COSMOS introduced most number of Taiwanese machine tools into India, working
with FEELER for 19 years, and now going for further cooperation with a joint
venture project in India; PAICHI is FEELER’s agent in central Taiwan, the
partnership runs for more than 20 years. The 4 agents mentioned above, each one
orders more than 200 set every year.
Another
reason for FEELER’s success today is that we listen to customers and stay close
to what they need. In Taiwan and China, our thorough service system responses
to customers swiftly and collects such market feedbacks as essential reference
for future improvements and product development. For international markets, we
periodically visit our agents and representative users to collect more comments
and suggestions.
MMT
has just stared working with FEELER for 1 year, but the orders already amount
to 400 sets. MMT general manager expressed, regarding quality, rigidity,
accuracy and performance, FEELER’s machines are no secondary to Japanese ones
but so competitive in price. Additionally, FFG owns huge production system
around the world and strives for continuous improvements. These are good reasons for MMT taking
FEELER as long term partner for positive business.
Human-based
Management, Heart-touching Marketing
Wen, Chih-Tang, General Manager of China FEELER, FFG
China
FEELER receives increasing orders this year. New factory 2 and 3 are completed
by March and June this year, respectively, and now monthly production can reach
up to 650 set. Record-braking production and sales result from right actions. We
conduct human-based management, along with discipline. All the 3 factories are
air conditioned to provide a comfortable work environment. Among 1,200 employees, there are only 5
Taiwanese executives, so that the management is truly localized. Capability and
competence is our first and only consideration for employees. Gender,
background are not the factors.
We
offer customers best possible services, before, during and after purchase. More
than 60 branches scattering around China provide in-time service. We can even
provide support of urgent manpower request and training. Such performance
really touches customers’ heart and makes them have repeat deals with FEELER.
Plant
Expansion plus Introduction of FNPS to Boost Productivity
Tseng, Ching –Chen, Plant Manager of FEELER, FFG
FEELER
has 2 factories in Taichung and Dajia, contributing
150 sets of output per month. A new factory is under construction and estimated
to run into production by Q3 2012. By the time FEELER would have 200 more sets
from this new plant solely. FEELER now cooperates with machinery-related universities
in the neighborhood and employment centers for talent hunting, manpower supply
and training. About a hundred of employees will be recruited.
To
increase productivity per unit space, FEELER introduces FNPS to refine and
update current production efficiency. Frequent and continuous meetings and
reviews every 2 weeks aim at shortening delivery time and cost down with
uniform and consistent quality. The KPI is 40% increase in productivity per
unit space in 3 years. Such experience will also be shared and executed in
other FFG companies, in order to maximize the effect of FNPS.
Remarkable
R&D Efforts Won Awards in TIMTOS 2011
Sam Lin, R&D
Director of FEELER, FFG
In “Taiwan
2011 Machine Tools Industry Awards for Excellence in Research and Innovation”
held at TIMTOS 2011, 2 FEELER machines were nominated and both were awarded. This
is the best recognition to our technological edge. It has been our R&D
major focus to develop products with best possible C/P ration. Now our R&D
crew consists of 42 people, and it will expand to 120 people by 2018. Advanced
products such as multiple task turning-machining centers, 5-axis machining
centers, FPS (Flexible Production System) and turnkey project are our major
focus. These high-end products will enhance average product price and thereby
increasing FFG’s revenue and margins.
