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Jinzhou Hilda: Pursuing 1 Millimeter of "Specialized, Refined, Unique, and Innovative"
2025/01/16
Jinzhou Hilda: Pursuing 1 Millimeter "Specialized, Refined, Unique, and Innovative"
Author: ■ Cheng Jingliang, Reporter Sun Zhi
Soft fluff with a diameter of less than 1 millimeter is implanted on the surface of objects like hair. With this technology alone, Jinzhou Hilda Auto Parts Co., Ltd. (referred to as Jinzhou Hilda) has led the domestic automotive interior flocking industry for over 20 years.
Today, with continuous deep cultivation of the industry’s "specialized, refined, unique, and innovative" approach, Jinzhou Hilda has developed the fifth generation of flocking technology and injected more possibilities into the future of the enterprise through digital workshop transformation.
In the Daling River Industrial Park of Jinzhou City, the new factory area of Jinzhou Hilda, covering 113,000 square meters, is eye-catching. In 1999, the initial Hilda was just a semi-underground warehouse of less than 500 square meters. At that time, the application scenarios of flocking technology in the domestic market were limited, and the keen-eyed founder of the enterprise discovered that applying flocking technology in automobiles, airplanes, and other scenarios had broad market prospects.
Today, Jinzhou Hilda is not limited to producing flocking products for main engine manufacturers; it has formed an integrated business model that includes automotive interior design, mold design and processing, injection molding, spraying, flocking, and assembly production. The products are delivered to several main engine manufacturers such as FAW-Volkswagen, Mercedes-Benz, BMW, Hongqi, and Toyota, and it has become an A-level supplier for FAW-Volkswagen.
The "automotive interior parts" were awarded the 2017 Liaoning Brand Product, in 2019 the "robot automatic flocking system" was rated as a "specialized, refined, unique, and innovative" product for small and medium-sized enterprises in Liaoning Province, in 2020 it was recognized as a provincial-level enterprise technology center, in 2021 it was re-evaluated and again received the title of "high-tech enterprise", in 2022 it was awarded the title of specialized and innovative "little giant", and in 2022 it received the title of modern service-oriented manufacturing demonstration unit, with a total of 1 invention patent and 28 utility model patents.
Research and innovation are the driving forces behind Jinzhou Hilda's sustainable development. The enterprise has an independent R&D team, a technology center, and a well-equipped R&D laboratory. As early as 2008, when the enterprise developed the third generation of flocking technology, it had already fully realized the patent flocking technology with independent intellectual property rights.
Entering the digital economy era, Jinzhou Hilda has kept pace with the times and laid out early. In 2015, the enterprise began to replace part of the work with robots instead of manual labor. In 2021, the enterprise independently involved in the overall idea, design concept, and production line development of digital workshop transformation, making significant upgrades to the digital workshop.
After more than a year of transformation, Jinzhou Hilda has now completed the digital transformation of the UV high-gloss automatic intelligent spraying workshop, changing the traditional manual spraying method. This line is connected to the MES system, achieving full-process visual management and data collection of production plans, scheduling, inspection, production process parameters, equipment operating status, and fault reporting, and through the Jinzhou Hilda Intelligent Manufacturing Cloud Platform, data aggregation and analysis transmission are carried out, thereby realizing electric control system allocation, automatic selection of production modes for parts production processes, 100% online adjustment and recording of production parameters, and 100% fully automatic completion of product transfer, snowflake processing, and static dust removal in all spraying processes.
In 2021, the enterprise's digital workshop transformation was rated as a "strong province in intelligent manufacturing" project by the Liaoning Provincial Department of Industry and Information Technology.
Under the guidance of national new planning and new policies, Jinzhou Hilda has entered the new energy vehicle track. In February 2021, a new factory was established in Jiaxing, Zhejiang, and in February 2022, a new factory was established in Hefei, Anhui, mainly to explore the new energy vehicle market, and based on existing cooperative brands, it has also cooperated with new energy vehicle manufacturers such as Tesla, NIO, WM Motor, and Xpeng.
"The promotion of new energy vehicles will inevitably drive the entire parts industry to be restructured, providing Hilda with further development opportunities," said Vice Chairman Sun Xu. He believes that entering the new energy vehicle market has broadened the market, increased the market share of products, and enhanced competitiveness in the new economic environment. It is under this point-to-surface approach and regional collaborative development that the enterprise has secured a place in today’s fierce market competition and will continue to develop in the long term.
After more than 20 years of market testing, Hilda has formed quality effects and good brand effects in the automotive main engine market, occupying a considerable market share. With the introduction of advanced technology and talent, as well as the unwavering commitment to the "specialized, refined, unique, and innovative" development path, the enterprise's own technology center's R&D strength continues to enhance, and the technological content of products continues to rise.
Sun Xu stated, "In the face of difficulties, one must have the character and spirit of an ox; in the face of market information, one must have the sharpness of an eagle; in the face of market opportunities, one must have the speed of a leopard." It is precisely by adhering to this marketing philosophy, combined with the development concept of "production, learning, and research" and the quality concept of "creating brand products to meet customer needs" along with a spirit of continuous innovation, that Hilda has achieved record sales year after year and remains at the forefront of technological development in the automotive parts industry. In the future, Jinzhou Hilda will also steadfastly continue along this path.
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