Speech by Dr. Xiulei Jiang, the Founder and CEO of Shincell New Material

Who are we? Where do we come from?

A new material company, Shincell, develops original technologies, and owns the foaming process of multi-techniques, and multi-products. The founder, me here, is the inventor of supercritical foaming technology and the inventor of anhydrous beads foaming technology. The team has a profound understanding of the basic theory of polymer semi-solid foaming and has over 10 years of experience in process control and processing equipment.

The technical route we have mastered now: sheet foaming/bead foaming/3D foaming/semi-continuous sheet technology.

Strategy and Opportunity

Making a product is the same as being a person-it is perfect to be born at the right time and make a big difference.

Our technology conforms to the trend of the times and has lasting vitality. Clean manufacturing, odorless and environmentally friendly, and recycling are the general trend of the times and are irreversible.

Lightweight technology, reducing material consumption and product weight, is one of the effective technical paths to achieve the double carbon goals. Transportation (aerospace, rail transit, automobiles, ships), high-frequency and high-speed communication, CMP polishing, shoe soles, high-end packaging protection, and lightweight materials used in these fields have clear functional and technical requirements.

EV batteries are a once-in-a-century wave for using #FRMPP as a buffer. Physical foaming(#SCF) has set off a technological revolution in shoe sole materials.

Our positioning

How to solve the contradiction between strategic focus and diversification?

Single technology, single product- focusing on one technology developing, and deep digging of single market.

V.S.

Multiple foaming technology routes, and multiple product lines, which means excellent risk resistance. But each technology cannot be deeply developed, and one market cannot be deeply cultivated.

Focus on the application and promotion of existing products or the development of new products?

The essence of these two problems is the problem of resources and manpower. As long as resources and manpower are sufficient, it is not a problem at all. We can spread out and work in an all-around way in this case. But for start-up companies with limited resources and manpower, this is a question of choice, a vital one.

Our product characteristics

1. All consumer products and general industrial products are #thermoplastic, #non-cross-linked, and #recyclable.

2. Various foamed polymer materials-multi product routes, MTPU/MTPEE/MPEBA/MPP/PVDF and so on.

3. Lightweight foam materials can be 100% recyclable.

4. The products are still ‘young’ and energetic.

Our technical characteristics

1. Clean foaming technology

2. With high cell density, cells with micron-sized bubble structures, excellent material properties

3. Both of the technologies and products are still in the early stages of their life cycle.

4. Sheet foaming/bead foaming/3D foaming/semi-continuous sheet technology-multi-technical routes

Prominent problems of intermittent sheet foaming: high labor cost and inevitable fixed loss.

Where we will be in 5 years(2023-2027)?

The goal of achievements in 2027, the percentage of market share,

50% for shoe sole industry

25% for automotive industry

10% for Yoga mats and sports peripheral consumer goods

10% for aviation/military industry/GMP pipeline insulation

5% for medical/food/clean packaging

How to do it?

1. Continue to invest in R&D and innovation.

2. Integrate resources at hand. Do what we are best at, what others cannot do. Involve more talented people and to make sure they can serve the company in a flexible manner.

3. With the help of capital, seize the time to achieve scale expansion.

4. Detailed planning on product markets.

Difficulties and challenges:

1. Technical reserve and talent reserve for continuous technological innovation.

2. Team cohesion, making sure each one of us at the right position and do what we are best at.

3. As a newly released material, the expansion of its application market is no less difficult than the technical development of the material itself.

For different application markets, the time varies for large-scale use of new products. A period of 5 to 10 years is a common phenomenon. We need to find ways to break this law. To quickly introduce new products to its suitable market.

4. One new product or technology has around 3 years leading and exclusive period. After 3 years, there sure will emerge competitors. We shall take full advantage of this period to realize the rapid expansion of scale and perfect our products and technology.

Objectively speaking, it is good to have competitors. On one hand, new product promotion needs more manpower. On the other hand, it will sure make us better selves and win in the competition.

5. The next 5-year plan.

Summary

1. People are the core of a company, they are as important as new product promotion and technology innovation.

2. Clear marketing strategy and tactics are vital.