Rising to the challenge
September 1st 2010 Low quality Chinese imports are
damaging the reputation of scissor lifts
at the ergonomic end of the market says
Darren Papani, director, Edmolift
The UK faces a challenge in maintaining standards at the
lower end of the ergonomic scissor lift market. In the
last five years, the market has been increasingly exposed
to low price imports with low quality to match.
"The problem is not Chinese imports per se," says Darren
Papani, director, Edmolift. "Indeed we have a budget range of
products made in China under very controlled conditions.We
have an issue when a low quality piece of Chinese equipment is
bought by a UK customer. He uses it for a year, the thing falls
apart and that tarnishes our industry."
The danger is clear.When customers have switched to a
scissor trolley from, say a stacker truck that was used every day
for 20 years, and it needs to be replaced within 12 months, the
whole scissor lift industry loses.
It's simply a question of getting what you pay for, argues
Papani. "Some manufacturers in China look at scissor lifts
almost as a hobby product, for use in the garage at home, but
they fall short in the industrial environment. For example, we
might put a 6mm platform on our products, and these lifts
may have 16 gauge (1.6mm), they simply aren't man enough."
Edmolift has responded in two ways to this challenge. First
it has extended the warranty it offers on its products in a bid
to reassure customers. Secondly, it has diversified its business
away from the ergonomic lift market and from the
manufacturing sector.
Edmolift offers a three year parts and labour warranty and a
five year structural warranty.
"The typical warranty in the industry is 12 months, with
one or two manufacturers offering 2 years," says Papani. "We've
been offering our warranty for some time and it sets us apart.
Knowledge of the customer's requirements is key to our
warranty. Once you have a handle on this, you can track back
to the design process ensuring the kit is up to the task. For
instance, it is important to know how many movements the kit
is likely to carry out every 24 hours."
Edmolift says the strategy has paid off, winning business
while the kit has proved robust enough to stand up to
pressures within the work environment. According to his own
analysis, Papani says there has been only one installation where
the 3 year warranty cost the company money.
Edmolift also emphasises after-sales service, and in most
cases can get out to customers within 24 hours if they have a
problem. The company employs a 24 hour customer contact
using an email system.
Papani also puts its warranty promise down to the level of
control Edmolift has over the products supplied to the
customer. The Edmolift factory in Sweden produces 10,000
scissor lifts per annum, with over 1,000 destined for the UK.
Edmolift UK uses its own CAD designers and a number of
specialist contractors to further customise products by
working on the hand railing system, the bridge plate, the
interlock system and other components. The company puts the
products together and tests them. It varies according to
complexity but it can take 8 weeks from start to finish to
supply a scissor lift.
"Specialist fabricators are good at what they do. Most
manufacturers will buy a hydraulic cylinder off the shelf.We
produce our own, we make it 100% for that particular scissor
lift and that application's requirements.We also produce our
own power packs and electrics."
Edmolift has diversified considerably in recent years, as the
manufacturing industry has declined with a slowdown in
demand from that sector.
"Ten years ago, we were heavily involved in ergonomic
lifting at the end of the production line. That represented 80%
of our business, today its 20%. You're now more likely to see
our products at the back of your local supermarket.
"We had to move away from manufacturing, it has declined
and so has that kind of business.We've seen competitors who
stuck too closely with the manufacturing sector go into
liquidation in recent years."
Papani also notes loading bay equipment is getting more
respect from customers, who now recognise its importance.
"Previously the building was finished or virtually finished
when customers would get in touch with us.
"It's different now, we're in at the start working from
architectural drawings as opposed to standing at the back of
the warehouse with a tape
measure." More articles from Edmolift UK Limited: | 
