The SGSB Group, China has integrated R&D, production, marketing and sales into one management frame. After successful acquisition of German company Dürkopp Adler AG, aiming at upgrading its core industry, namely, making sewing equipment, SGSB is speeding up consolidation of its Asian and European business to initiate a transnational operation successfully.
Shanggong (SGSB Group) is one of the biggest manufacturers of sewing machines in China, and with its acquisition of Durkopp Adler in 2006, the company has become one of the few to have a comprehensive range of solutions from economical Chinese made sewing machines to sophisticated German technology automated solutions for specialized operations. The acquisition was undertaken with the clear objective of a brand image change so as to move up the value ladder in the international arena. “Previously players in China were only concentrating on low cost technology, but with competition within China increasing, business profits have decreased drastically making it important to develop a brand image for value,” said Ma Minliang, GM SGSB Group. He further added, “It cannot be denied that German technology is the best in the world and associating with a global leader like Durkopp has worked to our advantage”.
SGSB approached the merger with the purpose of upgrading the quality of their machines and also to benefit from the wide sales network that Durkopp had created around the world for its superior quality machines. SGSB has already seen improved visibility and now the company is almost ready to launch its Shanggong brand of sewing machines in India. The idea is to provide different solutions for different market segments and customers.
Currently the company is in the process of understanding special needs of the Indian market before launching a series that could work well for the manufacturers not looking at automated solutions but high quality basic machines. Minliang feels that the Zig Zag series- SG20 that the company has developed could be a winning product. It can adapt to link take-up lever, rotating hook, swinging needle bar, lower feed to form lockstitch 301 or 304 seams. It is suitable for zigzag, abutted seam and decorative sewing for medium weight or lightweight fabric, shoes, hats, leather and bag industry.