Hoffmann Asia Pacific Insights MARCH - JUNE ISSUE
HOFFMANN ASIA PACIFIC CELEBRATE 100 YEARS WITH BOARD MEMBERS On 29th May 2019, we had our centennial celebration at a historical ground of Singapore with the sprawling skyline of the Marina Bay Sands at its background. Hosted on a nostalgic rooftop bar, the Loof sets the mood for the evening’s Retro Theme where all staff are all dressed their best outfit. Attended by 64 employees from the Asia Pacific region, we have employees flown in from Malaysia, Vietnam, Thailand and Indonesia to attend this special event. The evening started with the official speech from our board members, Mr Martin Reichenecker, Chief Sales and Marketing Officer and Mr Borries Schϋler, Chief Product Management and Engineering Officer. From the humble beginnings of Franz Hoffmann in 1919 till the international stage of today, Hoffmann Group has expanded its business globally. With 3700 employees, 69 subsidiaries over 50 countries all over the world, fourth generation shareholder Ms Nicola Bleicher and Ms Verena Heinrich mentioned in their video speech that the primary reason why the business is doing well is due to highly committed staff. The Hoffmann QuizChampion award was presented to Ms Violet Chan, Senior Sales Analyst & Admin Executive as well as Mr Eric Liong, Assistant Technical Manager from our Central Malaysia team. Both employees had displayed the most knowledge and understanding of the Hoffmann history in the Hoffmann Quiz. The evening was filled with good food, laughter, interactive games and crowning the top three best retro outfit of the night. Many employees took to the photobooth for many retro shots.
风和日丽 denotes smooth sailing and blissful. It represents our current status quo and work ethics, walking towards our success as a team. Happy 100 years Hoffmann Group! Mr Martin Reichenecker and Mr Borries Schϋler with the Hoffmann Puzzle from HAP, which will be brought back to Munich to form a big collage with the other subsidiaries.
Mr Borries Schϋler, left (Chief Product and Engineering Officer) and Mr Martin Reichenecker, right (Chief of Sales and Marketing, Spokesman of Executive Board), holding up a toast to all the staff in HAP. Mr Borries Schϋler, far left and Mr Martin Reichenecker, far right, presented the Hoffmann Quiz Champion to Violet Chan and Eric Liong.
“BREW TO PERFECTION” - UNDERSTANDING THE RIGHT TOOLS, TECHNIQUES AND WORK FLOW Hoffman Singapore wrapped up our first customer bonding event on 5th April. Titled “Brew to Perfection” – Understanding the right tools, techniques and work flow, this event held at the Paulaner Brauhaus, was attended by 64 attendees from 25 companies. The companies that attended the event range from aerospace, precision engineering, oil & gas, etc. Aside from Dr. Christian Kober warm welcome speech, Louis Tee (Product Director) and James Tan (Product Manager) also took this opportunity to introduce our latest market entry products such as the GARANT
Ken Chua (RVL far right) with Leslie Goh (GVL third from left) with their guests from Baker Hughes.
James Tan, Product Manager HAP, presenting the GARANT Master Titan
2
Dr Christian Kober presenting a lucky draw prize to our customer.
Gridline, GARANT Soft face hammer, GARANT Master Titan & Solid carbide barrel milling cutters (PPC). To further make this event an impactful one, we had organized a brewery tour for our customers conducted by the brewmaster of Paulaner Brauhaus Singapore, Mr Alex Buchner. This provides our customers with additional exposure while at the same time highlighting the importance of using the right tools in their workplace, just like brewing the perfect beer, that requires the right ingredients, tools and equipment.
Ken Chua ( RVL) , Michelle Soen ( Internal Sales ) & Natalie Traub ( Marketing) together with Mr Alex Buchner (Paulaner Brauhaus Brewmaster) with our customers from Bombardier Aerospace , Thales, Killick Aerospace & Schaeffler.
Customers participating a competition conducted by Paulaner Brauhaus
MARCH - JUNE ISSUE
HOFFMANN MALAYSIA MAKING ITS ROUNDS FROM SUPPLIER APPRECIATION AWARD TO METALWORKING EXHIBITIONS AND CUSTOMER STORIES Our Hoffmann Malaysia team had recently received the Supplier Appreciation Award from Wan Cheng, one of our customers who manufactures shoe care, adhesive, hair care, plastic, household and food packaging products in northern Malaysia. Wan Cheng is a satisfied customer who uses our cutting tool products, more so especially our GARANT FeedKing high speed rate indexable face and end mill since 2017. They have been exceptionally pleased with our consultative services which gives them strong assurance of our deliverables. Read more about their story in our latest copy of our corporate brochure. Supplier Appreciation Award from Wan Cheng Plastic Industries Sdn Bhd.
In collaboration with Haas Malaysia, Hoffmann team had show cased the capability of our cutting tools such as the GARANT MasterInox end mill, GARANT Hi5 inserts, GARRNT Pickpocket and many more at two recent metalworking exhibitions, the Metal Technology Expo and Metaltech KL. Our teams had a live demonstration of our tools using the HAAS machine and had since garnered many interested enquiries. Hoffmann Malaysia is also looking forward to another joint technical seminar Q3 this year. If you are interested to attend, kindly inform your sales representatives or email asia-pacific@hoffmann-group.com
Lincoln Dacy Mathew (Centre and left), Sales leader of central Malaysia with application technician Ng Shyun Kok and sales representative Sea Jun and Chiam Yat Hooi.
We had wrapped up our first phase of customer stories interview from Malaysia and is delighted to present three of our supportive customers Wan Cheng from Penang, DTE Industries from Muar and Union Plus from Johor Bahru. They will be featured in our upcoming corporate brochure. Read about how Hoffmann’s consultative services help to propel their businesses further by leveraging on GARANT cutting tools (end mills and inserts) and hand tools to reduce productivity cost in the long run and achieve their productivity line target. If you would like to feature your business and share you success stories, please drop a line at mailing-ap@hoffmann-group.com
Sea Jun (left) and Ng Shyun Kok ( right ) together with DTE Industries Managing Director, Mr Ben Teo.
Mr He, Operations Manager (centre) with sales representative (right) Carls Lee and application technician (left) Ng Shyun Kok.
Mr Lim , Operations Director (left) with sales representative (centre) Teo Soon Wah and application technician (right) Jeff Teoh
3
HOFFMANN SE APPOINTS SPOKESMAN FOR THE EXECUTIVE BOARD Europe’s leading system partner for quality tools appoints Martin Reichenecker as spokesman for the Executive Board with immediate effect. Mr. Reichenecker will remain Chief Sales & Marketing Officer (CSO).
Mr Martin Reichenecker has been appointed spokesman for the Executive Board at Hoffmann SE.
The Supervisory Board of Hoffmann SE has appointed Martin Reichenecker as spokesman for the Executive Board with immediate effect. In this function, he will represent the Executive Board for Hoffmann SE externally and internally. Reichenecker joined Hoffmann in 2004 and has been responsible for sales and marketing within the Executive Board since 2014. As CSO, he has been a driving force behind internationalization and growth over the past years. Previously, he was Head of Product Management at Hoffmann.
Hoffmann SE will continue to be steered by the five-member Board team. Together with Martin Reichenecker, Hoffmann SE will also in the future be managed by Borries Schüler (CPO – Product Management & Engineering), Siegfried Neher (CTO – Technology & Transformation), Annette Stieve (CFO – Finance) and Alexander Eckert (COO – Operations). “We have a competent and strong Executive Board team, which, together with our dedicated employees, achieved in 2018 our best revenue in our 100-year history”, says Nicola Bleicher, Vice Chair of the Supervisory Board of Hoffmann SE. “The Supervisory Board is convinced that Hoffmann SE, with Martin Reichenecker as spokesman for our Executive Board team, will continue to drive the company’s growth and success forward.”
Access our Facebook and Linkedin page to see the full interview video
4
MARCH - JUNE ISSUE
STATEMENT: CUTTING TOOLS - YESTERDAY, TODAY AND TOMORROW Borries Schüler, Management Board Product Management & Engineering, Hoffmann Group
Mr Borries Schϋler, Management Board Product Management & Engineering, Hoffmann Group
Our company was founded 100 years ago on 11 March 1919 by Josef Hoffmann with its focus on selling technical goods and products in Munich. Our key competence was and is tools for machining. As a dealer we offer a whole range of machining tools from our own brand GARANT as well as from leading manufacturers. We don’t only sell tools and tooling but also give competent advice on how to use them as well. We have dedicated specialists for this, who often used to work as machinists themselves and support our field sales teams with professional advice. Today, as a dealer we have subsidiaries all over the world and our GARANT machining tools are in use all around the globe.
The idea of in-depth technical advice goes back to the company founder’s son, Franz Hoffmann, who joined his father‘s business back in 1932 and invented the “Hoffmann catalogue” in 1936. From the 1950s Franz Hoffmann consistently focused the company on selling quality tools, giving specialist advice, and in 1973 brought our own GARANT brand to life. Now it is the essential part of our machining portfolio. From the numerous meetings and discussions with our customers we pick up ideas for new products. As we bring our own products onto the market, we have an in-depth understanding of the whole production process and can offer our customers better advice. In 1983 we started our own milling range. Since then our GARANT machining tools have become more and more unique, and high-performance. Initially our focus with GARANT was to open up volume advantages for our customers, as is often the case with a classic own brand. Now however the focus is on developing our own specifications for GARANT tools. These tools are only available directly from us. One example of this is our GARANT Master family for high-performance cutting, where we first presented the HPC milling tools in 2015. Since then we have continuously been developing the GARANT Master range and with our HPC drills Master Steel FEED and SPEED we have opened up a new performance class in machining. I am sure that by using new carbide substrates, coatings and geometries we can develop even more powerful and durable tools in the future. The demands on new software programs and machine tools will also play an increasingly important role in the future. And it will also be important to obtain even more reliable data from the production infrastructure about the wear and tear and condition of the tools. Based on this information, it will then be possible to calculate the complete tool life cycle even more accurately and thus optimise the use of the tools. This, in turn, will make it possible to continuously improve the entire machining and production process as well.
5
Franz Hoffmann, the founder’s son, inventor of the Hoffmann catalogue, joined the company in 1932 and managed the company for decades
1936: The first catalogue
6
The Hoffmann catalogue has been revised several times over the years. Now it is available in 18 different languages and as an eShop as well.
Page with electric hand drills from the 1952 catalogue
Special catalogue: Quality tools for metalworking
The 1966 catalogue
Old advertising poster for regrinding services
A wide range: the showroom in the Schwanthaler Straße
The company premises in the Schwanthaler Straße
Advice before purchasing a product
The GARANT brand has been available since 1973
In 1983 the first GARANT milling range was launched on the market.
In 2004 the Hoffmann Group was market leader in Germany for solid carbide drills and cutters.
MARCH - JUNE ISSUE
Hoffmann Asia Pacific Will be exhibiting in the following exhibitions. We look forward to seeing you there! Date
Event
12 to 14 June 2019
VIMF Binh Duong
02 to 05 July 2019
MTA Ho Chi Minh
16 to 18 October 2019
MTA Hanoi
06 to 08 November 2019
VIMF Bac Ninh
04 to 07 December 2019
Manufacturing Indonesia
www.hoffmann-group.com Hoffmann Quality Tools Asia Pacific Pte Ltd 25 International Business Park #02-61/64 German Centre Singapore 609916 Company registration no. 201201199N Permit no: MCI (P) 192/03/2017
Order by phone : Singapore +65 6562 8163 Malaysia 1800 88 8469 Order by fax : +65 6562 8161 Order by email : asia-pacific@hoffmann-group.com Printed by Chin Long Printing Pte Ltd (Printing License L022/05/2015)