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Innovation for Global Business: Meeting the Ever-Increasing Demands of Clients - A Case Study

I have been working in the global eyeglassshipping. We don't cut down to size. We only
manufacturing industry, supplying rawship by courier. We send the best we can, as
materials, parts and accessories toalways."For my business, this often killed
distributors and manufacturers around thethe chances of finding a non-Japanese source
world, since 1999. When I first began, therefor supplying my clients in the Chinese
were manufacturer pockets around the globe inmarket. This way of dealing with a request is
various countries. As time went by, like manya dead end because it does not meet the
industries, the demand for cheaper productscustomer's needs. Here are the reasons why:1)
consistently bore weight on the drive toOptical customers have no way of cutting huge
decrease cost, which led to manufacturing instandard sheets down to size. They need the
China. The economies of scale as well as thesmaller cut sizes from the beginning.2) Their
very low cost of manual labor helped to drivemachinery is much smaller in scale than
the exodus to China. Difficult products areautomotive, building, aerospace industries,
still being manufactured in small clusterstherefore need smaller cut sizes of
around the world, however the "meat andmaterial.3) Factory loading and receiving is
potatoes", the "grunt work" has movedmuch smaller in scale therefore huge pallets
offshore to China.Titanium (pure or alloyed)cause major problems. Hand-carry-able sizes
wire and sheet is the preferred material toof material are essential.4) Scratches on the
make frames of these days. The unit cost issurface of the hard titanium cannot be
very expensive compared to ferrous metals,removed through polishing of parts to get the
however the properties are far superior. Itgloss finish that is required for eyeglasses;
is much more difficult to work than regulartherefore best quality surface and proper
metals during the 200 step process to make ainternational packing is critical.5)
pair of frames. Because of this, technologyEyeglasses are fashion. The fashion industry
was often limited to countries like Germanyis critically volatile and changing extremely
and Japan who invested a long time ago inquickly. The optical industry gets orders for
developing processes to work this material.glasses and must deliver in the shortest
Japan has been selling a lot of itspossible time. It takes three months to make
technology to China in the past decade soone order. Manufacturers cannot be waiting
that now, standard titanium eyewear isthree months for material before they start
usually made in China at a lower cost thanto produce. They choose the vendors that can
Japan which has led to a lot ofsupply from ready stock or in the shortest
"restructuring" in the Japanese opticaltime possible.6) One pair of glasses usually
industry. Those companies that have auses about 10-20 grams of titanium so even 20
competitive advantage have survived (i.e. akg of one size is a large amount for a
specialty), however the "plane Jane Vanilla"manufacturer. They need suppliers who will
types are, to a great degree, gone.People doprovide smaller quantities.7) Quantities
not know this but it takes approximately 3ordered these days for eyeglasses have gone
months and 200 steps to make a pair offrom tens of thousands, to thousands, and now
eyeglasses. There is a huge amount ofare at minimum quantities of hundreds. Those
outsourcing done to specialists who dohundreds are further divided into dozens of
various parts of the process. The titaniumcolors making the SKU delivery extremely
used in eyeglass manufacturing must have asmall. Eyeglass manufacturers NEED access to
very good surface quality. Because titaniumsmall quantities of materials relative to the
is so hard (and yet so soft at the samebig industries. Even in China, everyone is
time), it is easy to make deep scratches, butproducing now very small runs to meet the
very difficult to polish it out. Here, not Ineeds of the clients who must provide a huge
did not say "grinding" because grindingvariety of product SKUs to the market.8) The
connotes "making smaller", but instead useshipping is also critical so being able to
the term "polishing" which results in acut down to sizes that will be carried by the
smoother, shinier surface with lesspost office, or a very cheap courier is
blemishes. The end result is different,essential. Sending small quantities via Air
therefore the terminology isCargo, or Sea Cargo is prohibitively
different.Because removing scratches fromexpensive. The buyers/the market forces are
titanium is difficult, the manufacturersdriving the selling price down of the
demand the highest surface quality.eyeglasses. Because eyeglasses from the
Eyeglasses are a fashion, they are painted,manufacturer do not have a large profit
plated or coated and then worn on the face.margin, the manufacturers need help cutting
When you meet someone the first thing you seetheir costs; expensive shipping is something
is their eyes, and if they are wearingpeople are always trying to do away with.9)
glasses you see those. Because of this, theMost eyeglass manufacturing of standard
finished surface needs to be as blemish-free(non-niche) eyewear (and all metal
as possible. Without a smooth surface, theeyeglasses) is done now in China for the
paint/plating will not apply evenly and youreason that China makes it MUCH CHEAPER than
will end up with defective product that willanyone else. Most ALL manufacturing is done
not be purchased by the wholesalers andin China these days for the same reason.
distributors to put on the market. InPeople make product in China to DECREASE
reality, most end-users may not even noticeTHEIR COSTS. For the vendors selling raw
the level of perfection that the wholesalersmaterials to China, it is not possible to
are demanding. After all, how do you choose atake 20%, 30%, 40% profit margins unless you
pair of glasses? You find a color and shapehave an extremely specialized material or
you like, put them on your face, look in aproduct. And titanium, even the special
mirror to see if they suit your image ofmemory alloys have become a commodity
yourself, then scan your friend/family membertherefore unfortunately though they are
store clerk's face and response to see ifexpensive to begin with, a high profit margin
their impression of the frames on your faceis no longer a choice. It simply cannot be
seem suitable to them. If so, you buy. Ifdone.10) Many suppliers do not really do the
not, you keep looking. Most of the scratches"best they can". They think that mistakes
and blemishes that the manufacturers arecaused by "human error" are unavoidable. This
required to prevent would not be noticed bysimply is not true. All factories make
the end user, quite possibly allowingdefective product but that defective product
manufacturers to decrease their defectiveshould never leave the factory to the
count allow them to purchase lower-pricedcustomer. This means that proper safeguards
material and maybe make glasses even cheaper;should be put in place in order to prevent
however the companies that order the framesthat from getting out. This can be done.
go far beyond that in detail.Because of this,Guaranteed. But the question is do the people
the manufacturers must have the best materialworking the factory floor really care? This
available. This means a very high priceis an issue. It is even MORE critical in this
compared to other titanium used inday and age to find a partner that DOES care
non-eyewear industries. There is a constantand is willing to improve and take
drive to find a lower priced titaniumresponsibility for products that slip through
material for eyeglass manufacturing, but totheir net and make it to the customer causing
date, the only material suitable is thatthem inconvenience. We are always looking for
which is made by the Japanese. I have triedpartners that are continually working to
supplying US material, Russian and Chineseimprove their capabilities in all aspects of
but all fail for their various reasons. Thethe project.Even though the eyeglass industry
U.S. material surface is not up to qualityis very small compared to the jumbo jet
because it is used mainly for "rougher"aircraft industry, there is a huge population
industrial purposes. The Chinese and Russianin the world who need eyeglasses as a
is still unstable in terms of content.The"medical tool" (lower income bracket), and
manufacturers also demand tight tolerances inthose who want the tool to be a fashion
the material diameter or thickness. Usuallystatement (higher income bracket). Because of
tolerances for titanium in the opticalthis, overall, the industry is quite large
industry are +/- 0.02 or 0.0.3 mm.We have twoand the market is definitely there.Since
levels of quality for titanium sheet here inthings have changed so dramatically in the
Japan. One is like a "mirror finish".past 15 years, and the markets have truly
Obviously it doesn't reflect like a mirror,become global, it is even more essential for
but it is smooth. This is what thecompanies and individuals wishing to improve
manufacturers need. The other one looks liketheir market share to be always looking for
someone slathered a thin layer of epoxy onnew innovative ways to improve their
the surface and then sprinkled sand over it.competitive advantage in the market. Those
This CANNOT be used to make eyeglasses.Forthat struggle to find a way to break down the
titanium sheet, usually anything under 3 mmbarriers are the ones that succeed. This is
thickness by Kobe, Sumitomo, Shin Nittetsuwhy competition is so important and why
are usable as is. For thicker sizes, themonopolies actually hamper the market.
surface gets too rough and we have to use aWithout competitors there is no need to
cold rolled sheet. This meaning I would orderinnovate, offer more to the consumer, improve
4 mm, my supplier would have his supplieryour abilities, increase your knowledge-base
roll 5 mm down to 4 mm so the surface wasand develop the market in new and unique
smooth. Again, this process drives the priceways. Without competition none of the
up on titanium that has already beenaffordable luxuries we have would ever have
increasing dramatically in the pastbeen available at prices the average consumer
year.Eyeglass factories are "small" comparedcould afford.Competition, innovation,
to other industrial processing plants. Theeducation, a demanding market of educated
machines are small, hand operated, and sousers and a burning desire to find "the next
forth. The size of the sheets that feed intoedge" are essential to a successful
the machines are limited. This means thatbusiness.Any companies who are willing to
standard sheets (usually 1m x 2m) need to betake those challenges and try their luck at
cut into about four pieces in order to bethe market will likely succeed if they keep
used by most manufacturers.The manufacturersat it and do not give up, in spite of the
of the titanium will not cut the standardchallenges and head-banging they will
sizes sheets, however the wholesalers who buyinevitably face. Any companies like that out
bulk and stock in Japan will. They know thisthere, interested in entering the Japanese
is necessary for the industry. I have yet tomarket with an unique service or product are
find a company outside of Japan that iswelcome to contact me any time!Cameron has
willing to do this; making the sale of sheetlived and worked in Japan for over 15 years.
extremely difficult to the optical industryOriginally a researcher and educator he has a
from non-Japanese sources.My advice topenchant for details and a natural born flair
suppliers outside Japan is this: This processfor communication "soul to soul".His
may be different from what you or yourextensive experience in the culture, coupled
manufacturers are used to doing, but in thiswith language fluency and a deep
global age, we constantly have to beunderstanding of Japanese ethics, morals and
innovating and finding NEW ways to dothought processes has allowed him to develop
business. We need to meet the ever-increasinga special niche market in the business
demands of our clients and gain a competitiveworld.While working to develop a global
advantage over the other rivals looking forpresence for a titanium raw material / parts
business. The old established ways that& accessories distributor for the eyeglass
worked so well for so long no longermanufacturing world for 5 years, Cameron saw
apply.Here is an example of a situation thatthe difficulties small/medium sized
occurred many times over the past sixmanufacturers were having themselves trying
years:Customer: "I need 20 kg of Betato expand their businesses outside of Japan.
titanium sheet 0.8mm thickness, cut sizes ofHe decided to assist those kinds of
about 1m x 0.3m. Courier is too expensive sobusinesses get started successfully.Currently
please send via Post. We urgently need thisCameron owns and operates a one-man (one dog)
material and we need it in goodSOHO business designed to help Japanese and
condition."Supplier: " The minimum quantityforeign companies come together in business
200 kg, and dimensions are 2m x 1m. Deliveryin a very efficient, effective, and
is 3 months. We don't pack for internationalcost-effective successful manner.



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