Mr. DU Ya-Zhong, Chairman, Shandong Shenli Rigging Co., Ltd.
Shandong Shenli Rigging Hardware Co., Ltd. (SHENLI) is a privately owned provincial high-tech enterprise located in Jining, Shandong Province, China. The company specializes in the manufacture of Grade 80 and Grade 100 chains and rigging hardware. SHENLI is one of Jining’s large cultivating enterprises.
SHENLI rode the tides of China’s reform and opening up in the past 30 years, and grew from a small workshop under threat of closing down, with annual production of less than one million RMB, to an enterprise with floor area of 133,000 sq. m., and more than 1000 employees. SHENLI indeed has been in the industry for nearly half a century, over the years products have gained trust from customers in China and overseas. The SHENLI brand is now world famous.
To become a world famous brand with high quality products to match
SHENLI is a capital intensive enterprise with strong production capability, which is reflected by the company’s advanced production facilities and innovative R&D.
SHENLI has been constantly upgrading its production lines. Production facilities include: Forty 2500T/1600T forging production lines, six 1T/2T/3T/5T computerized precision forging production lines. Testing facilities include: 5000kN horizontal tensile testing machine, 2000kN electronic multi-function testing machine, electro-hydraulic servo fatigue testing machine, low temperature impact toughness testing machine, eddy current detection machine, and optical emission spectral analyzing machine.
SHENLI is also equipped with 2D and 3D CAD systems, 3D laser scanning and ANSYS simulation software. SHENLI R&D Center has become the company’s integrated innovation center for product research, development and commercialization.
SHENLI specializes in the manufacture of Grade 80 connecting links, hooks, clutches, master links & assemblies, rigging hardware etc. The number of SHENLI products amounts to over 3000 types. Many of SHENLI’s Grade 80 connecting link, hooks, clutches and tawgks have been patented and are widely used in China’s major construction projects.
To further improve on SHENLI’s advantage, and to establish the SHENLI brand as a strong export brand, the company invests in the development of new technology and high additional value products. SHENLI has a large manufacturing base and R&D center, which enable the further development of G80 rigging hardware. SHENLI’s production capability reached 8 million units per year.
SHENLI is the leading rigging hardware enterprise in China in terms of production capacity, technology level, production facilities, product quality and variety. SHENLI’s G80 rigging hardware is China’s best known rigging products. SHENLI ranks No. 1 in Asia and No. 3 in the world markets.
Moreover, SHENLI utilizes the company’s R&D capability to develop G100 products. With hard work and dedication, SHENLI successfully introduces G100 products with patents, which meet the latest technology levels from overseas. Now SHENLI G100 products are mass produced, this is another achievement for the Chinese rigging industry.
From focusing on exports to expanding the domestic market
Before 2008, SHENLI has been focusing on the overseas markets, exports came close to 90% of total sales, and the domestic market is not where the company’s main focus is. Affected by the European economic downturns, SHENLI changed its strategy and bring more emphasis on the domestic market.
For the international market, SHENLI has been setting up its International Sales Center, the aims are to better service old customers, and to explore and analyze new customers and markets. SHENLI often exhibits in international tradeshows such as Canton Fair, China Hardware Fair, Las Vegas Hardware Fair, Cologne Hardware Fair, and Dubai Hardware Fair. “SHENLI RIGGING” and “SLR” trademarks are registered in more than 30 countries. SHENLI has offices in Spain and Germany. Clients, specialists are invited to visit SHENLI’s headquarters in China. All these helped to promote SHENLI’s popularity in the world rigging markets.
For the domestic market, SHENLI has a Domestic Sales Center. To capitalize on the G100 technology, SHENLI carries out analysis on the local market and invests in 10 million RMB to promote the products. SHENLI collaborated with institutions such as China Academy of Railway Sciences, Tianjin Railway Research Institute, Baoji High-speed Electrified Railway Test Center, and carried out research. SHENLI reached out and built business network with China’s railway departments, SINOTRUCK, ports, shipyards, and mining companies.
Accreditations and accolades
Product quality management is top on SHENLI’s priorities. “Engineering the quality” is the everyday work of the company. Great products are required to build a strong SHENLI RIGGING brand.
SHENLI values innovation, and the production processes are products meet international standards such as EN1677. The company is among the first enterprises in China to obtain the ISO9001 quality management system accreditation and ISO14001 environmental management system accreditation. And many of SHENLI’s products receive CE and GS certificates.
SHENLI invested and established the Shandong Rigging Engineering and Technology Research Center, Enterprise Technology Center and a National Laboratory. Moreover, SHENLI collaborated with local and foreign research institutions and schools to conduct research on the academic and practical levels. The results helped promote SHENLI’s innovations and production efficiency.
SHENLI’s high quality rigging products is in general a reflection of the development of China’s rigging hardware industry. The company is a successful case for China’s exports enterprises. The brand “SHENLI RIGGING” is recognized widely in China, including many government bodies. “SHENLI” has been awarded “Shandong Famous Product” and “China Exports Famous Brand”. “SHENLI” is also recognized as a “National Famous Brand”. And SHENLI expectedly became one of Shandong’s top famous enterprises for cultivation. SHENLI also received prizes such as “Shandong Good Management Model Enterprise”, “Shandong Machinery Products Exports Advanced Enterprise”, “Shandong Green Enterprise”, “China Patent Shandong Star Enterprise”, “Shandong Top 100 Privately-owned Enterprise”, and Jining’s “Top 100 Privately-owned Enterprise”.
In the last 50 years, SHENLI has been expanding fast, and the “high quality, top tier” brand strategy has been successful and products met the needs of domestic and overseas customers. SHENLI products are sold in more than China’s 30 provinces, through direct sales and resellers. SHENLI has long history exporting to Europe, the Americas, Australia, Japan, and Korea. SHENLI products are used in all over the world!
This article is published on LRW Magazine vol14, 2013.
