Borovichi Machine-Building Plant is an example of an enterprise that has overcome different epochs, stages of growth and decline, and serious transformations on the path of long-term development. Today, in conditions of instability, the plant finds new niches for production and sales, export and import substitution. About this and much more - in an interview with the CEO of the company in the magazine "Coordinator".
- Vladimir Sergeevich, we can say that your company is unique, as it has no analogues in Russia. Manipulators produced by BMZ — development of our own designers and engineers?
- Indeed, the manufactured electromechanical industrial manipulators (SHBM series) are the "brainchild" of the Design Bureau of our progenitor plant-JSC Borovichi Experimental Machine - Building Plant. Developed in 1975! Of course, since that time, manipulators have undergone a number of changes, improvements, optimizations and modifications. The product has become more modern, meeting the consumer's requirements for safety and reliability.
And in 2022, in the wake of global changes, a new line of pneumatic manipulators was developed and put into production. This is an analog of modern European manipulators, but it has a large set of options, which gave a competitive advantage in the functionality of the equipment while maintaining a competitive price.
- What is non-standard equipment among manipulators, and where is it used? What businesses use your developments?
- Completely different industries: mechanical engineering, automotive industry, chemical and food industry, production of building materials, woodworking and many others...
The fact is that the technological process of any production is continuously associated with the movement of a large number of goods, starting from the supply of raw materials to the delivery of finished products. Industrial manipulators, which are the connecting links in the technological chain that ensure the continuity of production, play an important role in the complex mechanization of labor processes.
Simply put, the manipulator is designed to perform lifting and transport operations related to the movement of piece loads in space within the service area of the manipulator: for loading and unloading machine tools, presses and other technological equipment, for reloading operations and maintenance of conveyors, as well as during assembly work. But the manipulator is only a part of the complex of equipment that we produce and supply to the client. An integral part of the manipulator is a load-grabbing device, which in a complex allows you to solve the production problem of the consumer in moving and positioning his products.
It is important that we do not sell boxed equipment, but integrate our developments into the production chain of our customers. Engineering as it is: before designing equipment, our designers study the client's situation in detail, taking into account adaptability, ergonomics, safety, occupational safety and other factors. And only then do they offer the optimal technical solution.
- More than two years ago, a new management team came to the company. What happened BEFORE and what happened after? What is it like to raise and develop production in the current conditions of the last three super - turbulent years? "It's hard. But "if you don't sink it, you won't break it."
In 2019, the plant changed its key shareholders. Thanks to the previous owners, the plant has preserved its production buildings, equipment, technical and design documentation, and a small part of the production staff. All this, of course, required repairs and additional investment.
But my thoughts were different. They planned to organize an industrial park and rent out some of the buildings. There was a time when we almost sold the plant. 2019-2020 turned out to be the most difficult years, the consequences of the pandemic affected, the plant required investment in repairs and equipment, and there was a catastrophic lack of qualified personnel. But thanks to the new team at the plant, even in such difficult times for production, the spirit of optimism was maintained. The plant worked and produced products. Not a single contract was broken. A backbone was formed, which still works today.
It became clear that the plant needed its own unique niche in the market. After studying the capabilities and competencies of the enterprises, they decided to keep the plant and focus on the most promising product-the industrial articulated arm. We also formed a strong sales department, which actively promoted the equipment on the market. In 2021, thanks to the Export support center of the Novgorod region, our plant participated for the first time in the international exhibition "Russian Industrialist-2021". Despite the fact that the year was "pandemic", we managed to get new connections with our future partners and customers. By mid-2022, the plant began to flourish, and production and shipment of finished products increased fivefold compared to the" stagnant " times.
- On the website of "BMZ" - interesting historical information… We started with the industrial artel "Knitwear Needle" in 1934, and by 1984 the staff consisted of 384 people! How many people do you employ today, and what prospects do you see for creating jobs in the future? For a district center — this is always one of the key indicators.
- Today the plant employs 45 people. By mid-2023, we plan to increase our staff to 60: first of all, these are designers, technologists, sales managers, production workers, and CNC machine operators.
- You have established deliveries in the Russian Federation and CIS countries, how do you manage to maintain partnership and contacts today? How do you increase your order portfolio? Tell us about the latest agreements with Belarus and Iran...
- A small percentage of clients were left as a legacy. These are mostly large companies with which historical partnerships have been established. We did not forget about them, and as soon as we "got back on our feet" again, we indicated our presence, reminded that we are there, that we are developing, open to cooperation and, most importantly, we have a strategic and tactical product - engineering. Thanks to the new sales concept and well-developed marketing, as well as the active exhibition activity of our plant at international and Russian specialized exhibitions, thanks to regional and federal measures to support the industry, which today have moved from words to deeds-all this together has provided us with an increase in customers and partners.
Moreover, at the beginning of 2022, we started actively building a dealer network for sales of our equipment both in the Russian Federation and abroad. As a result, in December 2022 we signed the first export contract with a resident of the Republic of Belarus for the supply of a pneumatic manipulator.
Then we held talks with the Iranian delegation about possible cooperation. And a little insider: there is a request for our products from India. Now we have started active development of foreign markets and export shipments.
- Have you also established the production of personal protective equipment, where these products are delivered?
- You are right, business diversification allows us to develop and only strengthens our financial position. At the beginning of 2022, we purchased German equipment for the production of personal protective equipment-half masks, FFP1, FFP2, FFP3 respirators and hygiene masks. In this regard, we have established the supply of high-quality raw materials, and the final product and production line have passed the necessary certification. Today, the line produces products of up to 20,000 units per day. First of all, we delivered test samples to local factories. And now our main customers are large retailers, marketplaces, and industrial enterprises.
- Is residency in TASED a significant support? How can it be evaluated in qualitative terms for the enterprise?
- At the end of 2021, we defended an investment project to organize the production of industrial manipulators and entered the TASED with this project. For residents, there are a number of benefits that can reduce the financial burden due to tax preferences. It is also necessary to mention the support of the governor and his team. It is tangible and important for us.
- Experts say that sanctions are a long process, and we will feel their real impact closer to the middle of 2023... What measures are you taking today to reduce possible risks?
- The industry has already felt the impact of sanctions. Direct access to European components, to the quality of which everyone is so used, is closed. Technical support for foreign equipment has come to naught.
But there are also positive aspects. Our European competitors have left the Russian market, and I assure you that by the time they decide to return to our market, we will be firmly on our feet and occupy their niche with our domestic product, the quality of which is not inferior to foreign analogues, and in many parameters and options exceeds it. In addition, the cost of manufacturing industrial equipment in Europe has increased, and we have every chance to occupy the corresponding niches, including in the homeland of some manufacturers. Therefore, we build a reliable partner network for the sale of our equipment, unite with Russian integrators, establish supply chains of high - quality components for our equipment, do not stop-we continue to search for new niches.
- Earlier, you announced a complete transition to Russian components. How is this import substitution program implemented, and who are your suppliers?
- The question of how to replace, for example, the motor reducers used in our equipment was very acute for us. We are now actively testing the products of various Russian factories. Some components are imported from China, and some products, such as controllers for pneumatic manipulators, are imported in parallel. It is clear that parallel import is not a panacea, and sooner or later it will fail. In this regard, we have made another strategic decision - to develop and produce a domestic analog of the European controller based on domestic components. We plan to become residents of the INTC "Valdai", and being already residents, continue our research and development work.
- Share your own experience, what management decisions help you manage a large plant personally?
- At the stage of the company's formation and niche selection, the approach was democratic: brainstorming sessions, searching for compromises between the opinions of the plant's" old-timers " and a young team of employees. At the stage of rapid growth, the concept of management changed and began to resemble management "in the style of Jobs". Showing employees my passion for the product that we produce, the enthusiasm with which I tell our partners and customers about it at the exhibition or on the phone, it charges and motivates our team. By repeatedly emphasizing the value of the equipment we produce, which truly improves the quality of our customers ' work, we do not leave any employee in our production indifferent.
- What was the most exciting event for the company in 2022?
- The plant's recovery from stagnation – a positive financial result for the third quarter of 2022. Rapid sales growth, large contracts for the supply of equipment were signed. Participation of the plant in the international exhibition "Metalexpo-2022", as a result - an increase in the quality of the customer base. And the rebranding of the plant.
- Many people say that recently the old principles of work, interaction, are no longer so effective. There are new trends, ways of cooperation between people, partners, and in working with staff. What can you say about this?
- Based on the experience of the past year, I will note our methods: flexibility in solving certain issues - adjusting to the needs of time and society, loyalty to customers, and, perhaps, the ability to turn former competitors into partners. This is what really works.