Shangong Group In­ten­si­fies Po­si­tion in Sewing In­dus­try

Ac­quis­tion and As­so­ci­a­tions With Agents in In­dia Hints at An In­ter­est­ing Jour­ney Ahead

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Shang Gong Group was the first-ever Chi­nese man­u­fac­turer of sewing equip­ment to go pub­lic. Head­quar­tered in Shang­hai Free Trade Zone, Shang Gong has over 30 branches and sub­sidiaries, 15 of which are over­seas. With more than 5,000 em­ploy­ees, 49% of whom are in­ter­na­tional staff, the com­pany deals mainly in sewing equip­ment, of­fice ma­chin­ery, film ma­te­rial, com­merce and trade, and lo­gis­tics ser­vices. The group took a strong po­si­tion in in­dus­trial sewing tech­nol­ogy, with the ac­qui­si­tion of what are now the strong­est brands in its port­fo­lio, en­com­pass­ing Dürkopp Adler, Pfaff and KSL. The group is also owner of a num­ber of house­hold home sewing brands like But­ter­fly, Feiren and BEE.

The com­pany has achieved many ac­co­lades in the sewing in­dus­try; in fact, in 2015 it be­came the num­ber one lim­ited part­ner of H. Stoll Gmbh & Co. KG hold­ing 26% of its share. The rev­enue of the group in 2015-16 was US$415.5 mn. Shang Gong Europe has a reg­is­tered cap­i­tal of 12.5 mil­lion eu­ros(us$15.375mn). At the end of 2016, its to­tal as­sets added up to 1.79 bil­lion RMB(US$ 287mn), with net as­sets of 0.68 bil­lion RMB (Us$109mn).

The group re­cently tied up with Turel Group in In­dia and signed an MOU for sale and ser­vices of its brands in In­dia through Turel. Meant for both ex­port and do­mes­tic mar­kets, Mauser in­dus­trial sewing ma­chines value will be aug­mented by the level of af­ter sales ser­vice to be pro­vided by the Turel Group. The com­pany will train its tech­ni­cal team on the highly au­to­mated ma­chines and gain knowl­edge about its work­ing and spec­i­fi­ca­tions even be­fore the ma­chines reach the In­dian mar­ket. The in­stal­la­tion and hand­ing will be done by trained tech­ni­cians. Shang­gong is plan­ning to open a rep­re­sen­ta­tive of­fice in In­dia to fur­ther strengthen the sup­port ser­vice for its Mauser. “I will give com­pre­hen­sive sup­port - pre-sales (an ap­pli­ca­tion en­gi­neer will train the op­er­a­tors on the ma­chine), af­ter sales, and af­ter af­ter-sales to help them get the max­i­mum out of the ma­chine,” said Vi­raf Turel, MD, Turel Group.

Zhang Min, Chair­man of SHANGONG GROUP cut­ting rib­bon at Turel Group booth with Bernd Braeuer from DURKOPP ADLER AG (on left) and vi­raf Turel (stand­ing on right).

Bernd Braeuer and Zhang Min.

vi­raf turel shak­ing hand with Chris Li

Di­et­rich Eick­hoff, Deputy Chair­man of the Su­per­vi­sory Board ad­dress­ing au­di­ence at the GTE

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