Rottley: Ingenuity to create quality, confidence to open up the future

Founded in 2006, Rottery focuses on creating products with ingenuity, serving customers professionally, and creating the future with quality.

Ingenuity to create products

Rothley (Guangzhou) Technology Co., Ltd. (hereinafter referred to as: Rothley) was established in 2006. It is a wholly foreign-owned high-tech manufacturing enterprise dedicated to the production and supply of a full range of rotary die-cutting tools and various types of rollers in China. .

"I have a lot of fate with the circular die industry. After graduating from the Department of Metallurgy, Shanghai University of Technology, majoring in foundry molds, I went to study in Melbourne, Australia in the early 1990s, and entered the printing and packaging industry. I worked in a world-renowned circular die manufacturing company. Its Asia-Pacific market sales and after-sales director for more than ten years." Mr. Shen Zhenhua, managing director of Rottery, told us.

With the understanding of the industry and a solid technical foundation, in view of the fact that the whole series of rotary molds were still formed in the Chinese market at that time, the industry called for foreign investors to invest in China. Full of confidence in China's future economic development trend, Mr. Shen Zhenhua resolutely returned to China and established Rottley in 2006, and the company started production in early 2007.

"I am very optimistic about the development potential of circular die in the Chinese market, the expansion of China's domestic demand market, and the trend of artificial intelligence and automated production models in various industries will definitely enable circular die cutting to improve the production efficiency and processing accuracy of printing and packaging enterprises. Knives have been widely used. At the same time, the dedication of Chinese colleagues and the high cost performance of Chinese manufacturing have also given us the opportunity to base ourselves on China and look at the world, not only serving the domestic and Asia-Pacific regions, but also the Middle East, America, Europe and other countries farther away. and regional customer needs.”

After more than ten years of development, Rottery has introduced and owned advanced manufacturing equipment, production processes and processes from Europe and Australia to manufacture and supply a full range of rotary dies including: flexible die, magnetic roller, engraving circular knife, printing plate Roller, Plate Roller Shaft, Magnetic Platform, Air Roller, Mobile Cutting/Dash Knife, Adjustable Punching/Slitting Knife, Die-Cut Bottom Roll, Backup Roll, Printing Roller, Screen Gear, Embossing Press Trace rollers, rubber-coated rollers, circular die-cutting seats, various gears, and consumable parts for printing and packaging machines.

"The manufacturing of circular die is a very fine precision machining field. The precision of the product directly affects the user's production efficiency, die-cutting accuracy, delivery time, product quality, etc. The precision of the manufacturing equipment and the improvement of the process also determine The use effect and lifespan of the circular die. As a circular die manufacturer that has introduced basic western technology to China and combined its own research and development and development of new products, Rottery has always adhered to the ingenuity and polished the products with the spirit of craftsmen.” Mr. Shen Zhenhua said.

At present, the company's products are supplied to domestically manufactured and imported various label printing equipment, including unit type flexo printing, laminated flexo printing, satellite type full rotary embossing, intermittent type embossing, intermittent offset printing and other printing equipment. And various models and performance of circular die-cutting machines to meet the different needs of printing, post-press processing equipment suppliers and label printing plants.

Professional Services Market

In the field of mold manufacturing, it is necessary to provide professional services to customers and the market.

Rottery has a group of professional technical service personnel, according to the different requirements of customers, to provide targeted professional services from the aspects of pre-sale, in-sale and after-sale.

pre-sale service. Fully and meticulously understand the characteristics of the equipment used by customers, the requirements for molds, as well as the processing environment, operating habits, etc., so as to recommend suitable products that match them.

On sale service. Train customers on the use and maintenance of products, answer questions raised by customers, estimate possible problems and give solutions.

After-sales service. Return to the customer for the use of the product, the improvement opinions and suggestions put forward by the customer, and collect first-hand information for the follow-up service and product development.

"With the rapid development of the domestic label printing industry, there are differences in various high-end, mid-end and low-end processing equipment, differences in employee skills, and differences in equipment maintenance. Therefore, our customers need more professional technical support and services. to guide the actual production." Mr. Shen Zhenhua said.

Confidence to open up the future

Rottery's factory is located in Qifu (Huashan) Industrial Zone, Huadu District, Guangzhou City, Guangdong Province, adjacent to Guangzhou Baiyun International Airport, with convenient transportation. At present, the company's workshop area is 4,800 square meters and there are more than 80 employees.

"From more than 20 colleagues at the beginning of the company's establishment, more than 100 people in the period of rapid development, and now more than 80 people after steadily and steadily implementing lean management, Rottley has experienced the same development stages of the domestic economy in different periods. Formed the current high-efficiency high-quality elite-type large-scale production." Mr. Shen Zhenhua said.

Different from other products, such as the clothing industry, the precision round press mold can be sold at a discount, and even if there is a slight defect in the round press mold, it may affect the use effect. Therefore, mold manufacturing must always adhere to internationally agreed standards, conform to unified specifications, and always adhere to high quality.

After more than ten years of accumulation, Rotely has a group of experienced production technicians and a professional sales and service team.

"I have been in the industry for 26 years and have personally experienced the development and transformation of the label printing and die-cutting markets in the Asia-Pacific region, including China. Taking circular die-cutting as an example, the application of circular die-cutting in China was very small 20 years ago. With the rapid development of the domestic manufacturing industry and the increase in operating costs of enterprises, the use of faster and more automated circular die cutting is now increasing."

Based on a full understanding of the market, Mr. Shen Zhenhua analyzed, "Now the entire label printing industry is in a critical period of transformation and upgrading. The increase in raw material and labor costs, and the pressure of stricter environmental protection policies have forced label printing companies to move towards automation and intelligence. , change in the direction of greening.”

Rottery keeps up with the pace of industry changes, always insists on the innovation of new product development and original product replacement, and continuously improves the company's productivity and shortens the delivery time after receiving orders.

On the basis of supplying and serving the Chinese market, Rottery has also laid out the development and expansion of overseas markets. Mr. Shen Zhenhua said, "With years of foreign trade experience, we know the different requirements of different foreign markets for round die products. Over the years, we have been based on technical support and the concept of high-quality service, cultivated a foreign trade team with rich experience and communication skills. And stabilized many high-quality foreign customers.”

Today's Rottery round press dies have not only established the status of China's round press die manufacturing industry, but also exported to Asia, Australia, the Middle East, America, Europe, Africa and more than 70 countries and regions.

"The negative impact of the new crown epidemic that started in early 2020 on the company is limited, but the sudden increase in domestic demand for mask knife molds after the outbreak and the growth of label printing related to epidemic prevention products have allowed the company to exceed the original annual performance target. After the outbreak of the epidemic in the world, it has a certain impact on foreign trade, but the team quickly consolidated the market and customers by relying on the foreign trade resources accumulated over the years." For future development, the Rottery team is full of confidence, "Today's world is ups and downs, we We will work hard to do our own thing well, to be precise and perfect. We are fortunate to witness and participate in the past of China's rapid growth, and we will continue to work hard to do our best for the development of Made in China in the future!"