An inside look at Chen Ying's market leadership and customer commitment

 By: Kathryn Gerardino-Elagio

International Metalworking News for Asia had the opportunity to sit down with Miranda Tsai, International Sales Manager of Chen Ying Oil Machine Co. Ltd., to discuss the company's journey and their unique position in the market.

Miranda Tsai began by sharing the company’s humble origins. "We started very small in 1971 with the CNC machine tool holder," she recounted. "Later, we realised that Taiwan lacked a proper lubrication system. My father decided to address this by implementing a notification system." At that time, Taiwanese CNC machines heavily relied on expensive Japanese lubrication products. Recognising the need for a cost-effective alternative, her father saw an opportunity to develop their own brand products to support local CNC machinery manufacturers.

 

Chen Ying Oil Machine has since grown significantly. In 1997, they were the exclusive agent in Taiwan for renowned brand of Willy Vogel products. "Willy Vogel was quite well-known and were ranked number one in the world for lubrication systems," Tsai noted

The founder of Willy Vogel was particularly impressed during his visit to the Chen Ying factory. "He was pleased with how optimised our operations were and the effectiveness of our product testing system," Tsai said. This visit led to a significant partnership, with the founder choosing Chen Ying as their representative in Taiwan. "He also welcomed us to learn their system, openly sharing knowledge on how to improve our lubrication systems. We greatly appreciated this," she added.

 

Tsai emphasised the importance of this collaboration, noting that it takes a confident company to share such valuable insights. "Strong leaders are not afraid of any competition," she concluded, reflecting on the mutual respect and trust that has defined their partnership.

 

Leading the Market with Confidence

When asked about the threat of competitors copying their products, Tsai confidently replied, "If your product is good, you shouldn’t worry about copies. Competitors will always chase after you because you’re leading the market."

 

Discussing the standout features of their industrial lubrication system, Tsai emphasised their commitment to quality. "Nowadays, people are concerned about costs, but our company’s philosophy is to always provide the best for our customers. CNC machines are expensive, and using a cheap lubrication system to cut costs can lead to damage and greater losses. It’s a small part but crucial, like a heart in a machine."

 

She further elaborated that their lubrication systems are not limited to CNC machines. "It’s also for press machines and any machinery that relies on lubrication. Our main goal is quality, not reducing costs to compete on price."

 

Regarding their manufacturing practices, Tsai proudly stated, "The majority of our supplies are local, except for one. We prefer local sources to support local businesses and ensure quality control. Some suggest using cheaper materials to cut costs, but that compromises quality and longevity."

 

Tsai also highlighted their stringent quality control processes, saying, "We conduct thorough checks during QC and test every part before shipment. We aim for our products to last many years, reflecting responsible manufacturing."

 

Through this insightful conversation, it became clear that Chen Ying is dedicated to maintaining high standards and supporting local businesses, setting them apart in a competitive market.

 

Commitment to Sustainability and Carbon Footprint Reduction

When asked about their focus on green initiatives, Tsai shared, "Yes, we’re actively working on sustainability programs and reducing our carbon footprint. We’re implementing ISO standards and other environmental measures." She emphasised that they are deeply committed to carbon footprint reduction. "Absolutely. In Taiwan, there’s a push to reduce carbon emissions, so we’ve hired consultants to help us calculate and reduce our carbon footprint. It’s a new initiative for the industry."

 

Tsai affirmed that they are aligning with Taiwan’s efforts to promote sustainability in businesses. "Correct. We’re awaiting a report to see the impact of our efforts." She acknowledged that contributing to the environment is a widespread goal, especially in a small country like Taiwan where green initiatives are a priority. However, she also highlighted the challenges they face, such as a low birth rate leading to fewer future engineers. "We’re addressing this by automating our factories," she explained.

 

Discussing the incorporation of automation, Tsai noted, "Indeed. Despite having only 55 employees, we produce a large volume of products thanks to automation, which helps us maintain high quality and reduce reliance on labour."

 

On the topic of exports, Tsai confirmed that they have a broad international reach. "Yes, we export to many countries, including those in South East Asia, Europe like Switzerland and Hungary, and virtually all over the world." She identified Thailand and Indonesia as their largest markets in Southeast Asia, reflecting the company's significant presence in the region.

 

Throughout the interview, Tsai’s insights illustrated Chen Ying Oil Machine's proactive approach to sustainability, automation, and global expansion, positioning them as a forward-thinking leader in their industry.

 

When asked about the introduction of their products outside of Taiwan, Tsai confirmed, "Yes, we’re currently showcasing them at trade shows. We’ve launched a green lubrication system for customers who prefer not to recycle oil due to environmental concerns. This year, we’ve seen a shift towards grease-based systems." This indicates a tailored approach to meet specific customer needs. "For example," she continued, "we’ve designed a system that allows customers to change only the discharge valve instead of replacing the entire unit. This makes maintenance more cost-effective and environmentally friendly."

 

Tsai emphasised the economic benefits of the new model, saying, "Yes, it’s designed for customisation. Companies can easily adapt it to different types of valves as needed." However, she noted that older machines would need an upgrade to the new system if only a part replacement is desired. She highlighted the best feature of the new pressure relief system: "It uses a grease cartridge system, which is simpler for employees to replace without mixing up different types of grease." Moreover, Chen Ying provides additional cartridges, ensuring that after-sales support is robust, with responses to customer inquiries within three days, often sooner.

Commitment to Customer-Centric Lubrication Solutions

On encapsulating the company’s ethos, Tsai mentioned, "We’re still finalising our slogan, but it will reflect our commitment to customer-based lubrication solutions." She emphasised that Chen Ying is more than just a machine parts supplier. "We sell our knowledge to help customers design better lubrication systems for optimal machine performance. It’s not just about selling accessories; it’s about providing comprehensive solutions," she stated.

 

Tsai elaborated on their consultative approach, explaining, "Many customers don’t realise the complexity of lubrication systems. They might think it’s as simple as replacing a part, but it’s not. We aim to educate and provide tailored solutions, not just products." This approach includes assisting customers who are unsure of their needs. "Absolutely," she affirmed. "We often find that customers are confused by the variety of options available. Our role is to guide them to the correct choice for their machinery, ensuring compatibility and functionality."

 

Customer education and support are key aspects of Chen Ying’s business philosophy. Tsai concluded, "I’m not interested in just selling our product for a one-time purchase; I want to cultivate long-term relationships with our customers, spanning 5 to 10 years or more. Our customers stay with us not only because of our products but also because of our service-oriented attitude. That’s crucial for us." Through this interview, it’s evident that Chen Ying Oil. prioritises quality, innovation, and customer relationships, setting them apart in the industry.