On February 22nd, HGTECH Global Agents Conference officially kicked off, agents and customers from more than 20 countries around the world gathered in Optics Valley to present the most cutting-edge laser intelligent manufacturing solutions with HGTECH.

From now on, we will launch a series of stories of "HGTECH Global Branding Journey".

First success in the Czech Republic
Entering the European market

Since its inception, HGTECH has been committed to its internationalisation strategy and in 2016, based on its business development needs, it started to enter the European market. At that time, the MARVEL series and GF series laser cutting machines had already obtained CE certification. However, due to the lack of local sales cases, the sales of the first laser cutting machine was exceptionally difficult.

Through an industry exhibition, HGTECH's international business department learned that a customer in the Czech Republic had a need to purchase laser cutting equipment, and the team immediately started contacting them. At that time, the European market was clearly divided, with leading enterprises occupying the high-end market to capture high profits, and small manufacturers 'fighting' in the low value-added products market, the transformation and upgrading needs of some local small and medium-sized industrial enterprises were long ignored.

To this end, the company immediately organized relevant product technology engineers to study and learn European standards, debugging and adjust the equipment and process according to customer demand, while actively communicating with the customer, taking the initiative to provide 24-hour technical support for equipment. After nearly a year of communication and cooperation, in 2017, HGTECH successfully signed a contract with a Czech customer. In the same year, the company reached cooperation with a number of customers and agents in Poland and Romania, successfully opening the door to the European market.
 

Choose a great master to cooperate
"Made in China" faces "German strictness"

2018, the company began to implement the “talent localization strategy” to accelerate the development of high-end European markets.

Cooperation naturally requires finding experts, and the first stop for the Western European market was in Germany, a veteran industrial power. As the center of the European economy and the headquarters of numerous multinational laser companies, capturing the German market not only signifies recognition of product strength, but also provides powerful endorsement for brand image. During the "exchange" with German enterprise, we fully experienced the high requirements and strict standards that the agent had for product quality. From the accuracy of the German translation on a label paper to the re-adjustment of equipment functions and processes, the staff used magnifying glasses and rulers to conduct strict quality inspections. In order to respond to customer needs in a timely manner, team members stationed themselves at the customer site and completed 43 modifications such as mechanical, functional, and cutting process improvements in just 20 days.
 

In 2019, the first MARVEL series high-power laser cutting machine received an order from a German customer. Today, on average, one MARVEL is sent to Europe every week. In the past two years, HGTECH sales volume in the German market has been continuously growing at a rate of 100%, firmly establishing itself as the leader among "Made in China" products.

Opportunities: Going Global While Also Bringing In New Technology

Globalization is not only about seeking broader development opportunities overseas, but it also brings a steady stream of innovative vitality to enterprises through the application of cutting-edge technologies.

The nozzle is a core component of a laser cutting machine and one of the parts with the highest replacement frequency. The traditional method is to manually replace the nozzle, which not only has low efficiency but also greatly reduces the cutting quality.

During a equipment maintenance process, an engineer responsible for technical support learned from a German customer that two international leading manufacturers had developed an automatic nozzle replacement process, which can increase efficiency by 50% and is also safer than manual replacement.

After returning to China, he immediately communicated the latest process technology with the product development team and promoted the improvement of the technical scheme. After nearly six months of tackling technical difficulties, HGTECH successfully completed the development of a rotary automatic nozzle replacement equipment and launched a prototype. According to customer demand, the equipment exchange table was accelerated from 90 seconds to 45 seconds, with efficiency comparable to similar equipment from leading manufacturers in the industry.

In 2021, the company successfully passed the acceptance test for the MARVEL series automatic nozzle replacement equipment customized for German customers, becoming the first Chinese enterprise to apply automatic nozzle replacement function to mature and reliable products.
 

With the increasingly perfect overseas marketing network, HGTECH's globalization blueprint is also accelerating its expansion. Over the past five years, HGTECH's overseas business in laser equipment products has maintained a growth rate of over 60%, with growth in the European market reaching 90%. Currently, the company has achieved full coverage of the European market, and has established marketing, production capacity, and supply chain layouts in more than 40 countries and regions including Europe, America, the Middle East, and East Asia.

About HGTECH

HGTECH is the pioneer and leader of laser industrial application in China, and the authoritative provider of global laser processing solutions. We comprehensively layout the construction of laser intelligent equipment, measurement and automation production lines, and smart factories to provide an overall solution for intelligent manufacturing.

We deeply grasp the development trend of manufacturing industry, constantly enrich products and solutions, adhere to exploring the integration of automation, informatization, intelligence and manufacturing industry, and provide various industries with laser cutting systems, laser welding systems, laser marking series, laser texturing complete equipment, laser heat treatment systems, laser drilling machines, lasers and various supporting devices The overall plan for the construction of special laser processing equipment and plasma cutting equipment, as well as automatic production lines and smart factories.