High quality meets world requirements for the Shandong group, driving the JV enterprise

At a carpet mill in Weihai, Shandong province, looms and different machines have been working lengthy hours to fill a protracted checklist of orders, rolling out 4-metre-wide Axminster carpet in quite a lot of colours and patterns.

The mill is owned by the Hyma Group, which has 26 manufacturing strains producing Axminster Carpet, a 250-year-old British model that calls itself the nation’s “oldest, most well-known and most prestigious carpet designer and producer”.

Haima produced 3.61 million sq. meters of carpet final 12 months, making it the highest world Axminster carpet producer.

With its main competitiveness in carpet manufacturing and its main share in world markets, Haima was final 12 months acknowledged as a single-product champion in manufacturing by the Ministry of Trade and Data Expertise.

The carpet produced by the corporate has been offered in additional than 80 international locations and areas, together with america, the UK, Germany, Japan and South Korea. In line with the corporate, the corporate’s carpet export quantity has recorded a year-on-year improve of 25 p.c in 2022.

For the reason that finish of this 12 months’s Spring Pageant vacation in January, the corporate has been working onerous to satisfy the rising demand for high-end Axminster merchandise for eating places and resorts, together with polyethylene carpet squares used primarily in workplace buildings and carpets for automobiles, the corporate stated.

A single-minded objective

Liu Jianwei, chairman of Haima Group, stated the corporate was capable of become the world’s main producer of carpet by specializing in one factor and striving to good it. Since its inception in 1958, the corporate has labored to develop only one product, carpet.

“For the final 65 years, we’ve got caught to strict rules on the merchandise we put out there,” he stated.

“We do not make merchandise that do not amaze us or are of a top quality that is not higher than others in the marketplace,” he stated.

Couristan, a US-based rug and carpet provider based 97 years in the past that prides itself on its dedication to excellence, has entered into an settlement with Haima that can give the group a fair larger world stake in high-end carpet.

“Couristan has been looking out all over the world for companions to provide high quality carpets and rugs. The corporate carried out analysis in lots of international locations and determined to work with us after studying our strategies, gear and growth perspective,” stated Liu.

In 2005, the 2 firms shaped Koristan China, a three way partnership that constructed one of many world’s largest woven carpet and rug manufacturing services.

“We determined in 2005 to develop and manufacture Axminster’s high-end carpet to develop our world market,” stated Liu.

Earlier than producing the Axminster carpet, Hyma despatched teams of technicians to the US and Europe to study superior manufacturing strategies.

Haima’s former president, Wang Zhaoqi, inspired technicians to repeatedly polish the manufacturing course of till they had been capable of produce carpets that met the world’s highest requirements, the corporate stated.

“We’ve strict necessities in producing high quality carpet to make our merchandise sturdy, delicate, quiet, good at insulating and free from any undesirable odors,” stated Liu.

“We choose wool from all over the world to verify the fabric is the perfect,” he stated, including that the wool used for the Axminster carpet is imported.

He stated it value the corporate tens of tens of millions of yuan price of carpet earlier than it may roll out merchandise that met excessive worldwide requirements.

“So long as the carpet has a component that can’t meet worldwide requirements, we’ll scrap them and check out once more,” Liu stated.

A 12 months later, an Axminster carpet bearing Haima’s brand was offered within the US by a three way partnership.

In line with the Chinese language Carpet Trade Affiliation, whole gross sales of Axminster carpet produced by Haima reached 2.6 million sq. meters in 2012, setting a world file.

Because it grew, Haima at one level thought of whether or not to put money into different areas, Liu recalled.

The corporate registered for a license to develop actual property in 2008. After receiving the license, Wang, the previous chairman, known as a board assembly.

“What’s the goal of the Haima carpet?” Wang requested board members on the assembly. The members unanimously replied that our objective is to be primary within the subject of carpets.

Wang requested what Haima’s objective was to develop actual property, and the board members fell silent. “If we do not have a objective, how can we succeed?” He stated.

Since then, the corporate has continued all its efforts to develop its carpet enterprise.

“We’ve been primary in Axminster carpet manufacturing and gross sales for 10 consecutive years,” Liu stated. “In home markets, 75 per cent of our carpets are utilized by five-star eating places and resorts.”

Modern enthusiasm

Officers stated Haima is working with scientific analysis institutes and universities to develop a extra eco-friendly carpet.

The corporate stated it has spent 70 million yuan ($10.17 million) on analysis and growth over the previous three years, finishing 360 improvements in its manufacturing method which have made its carpet extra comfy and environmentally pleasant.

Carpet squares comprised of polyethylene, also called PE, a cloth extensively utilized in merchandise together with clear meals wrap, bottles and procuring baggage, are among the many latest merchandise the corporate has been producing in recent times.

Earlier than Haima succeeded in creating its personal manufacturing strategies after greater than 500 trials, Liu stated PE carpet squares, primarily utilized in workplace buildings, had been primarily manufactured within the US.

“We couldn’t meet home demand for PE carpet squares because of COVID-19, which affected transportation, so we began finding out and creating PE carpet in 2020,” he stated.

By working with universities and scientific analysis facilities, together with Dalian College of Expertise, for practically two years, the corporate lastly mastered the strategies for making PE carpet squares.

Liu stated that after conducting 400 trials, the corporate was capable of produce PE carpet squares to worldwide requirements, however the firm desires its merchandise to be higher, so it continues to improve its carpet to make it extra comfy.

“We labored to search out the proper level the place the carpet is neither too onerous nor too delicate,” he stated.

Manufacturing began on PE carpet squares in June 2022. Since then, the merchandise have been utilized in a number of massive buildings, Liu stated.

“PE carpet has no irritating scent and will be recycled, making the product well-liked out there,” he stated.

The corporate is utilizing automated and good manufacturing services to extend effectivity. Solely two persons are wanted to function the manufacturing line for Axminster Carpet. Automated machines have additionally saved yarn, Liu stated.

Haima’s deputy basic supervisor Du Pingjie expects excessive demand for carpet with the financial restoration from the pandemic, particularly the sturdy restoration of tourism.

“Orders from house and overseas have elevated within the final month,” Du stated.