Steelforce's partnerships boost inventory, assure competitive pricing
Among the most innovative industrial powerhouses in the world, Australia's steel industry produces a massive turnover of US$30 billion annually and employs more than 90,000. Steelforce Australia leverages its unparalleled position in this industry to supply markets in Asia-Pacific with more than 100,000 tonnes annually of competitively priced Australian-grade long steel products.
The leading manufacturer and distributor of steel pipe and tubular products harnesses the tremendous capacity of its state-of-the-art mills in China to provide affordable products that meet the highest Australian standards. It shipped a massive 45,000 tonnes of steel sections to Australia and New Zealand last year and continues to expand its share in the distribution sector.
"We pride ourselves on stock availability, competitive pricing and excellent customer service - that's the difference that we bring," says CEO Rod Corkill.
Tapping China's low-cost yet efficient manufacturing capacity, Steelforce opened a 29,000-square-metre plant in Dalian in 2005. The plant features two high-precision cold rolling mills with a combined production capacity of 120,000 tonnes per year. All prime products are manufactured to Australian standards, and the mill has ISO 9001 accreditation.
Steelforce's emerging China-based fabrication business serves as another conduit to market its products. It is steadily gaining momentum in the fabrication of rural products such as farm gates, cattle panels and feeding equipment. Steelforce also brings added value to its Australian- and New Zealand-based customers through cheaper freight rates by mixing steel products with complementary fabricated products during shipment.
Working with a collaborative approach based on mutual trust, Steelforce attributes its success to its Dalian team. "Our Chinese fabrication and manufacturing capabilities are our key differentiators," Corkill says. "Our Dalian team forges relationships with reliable and experienced local fabricators, giving us a competitive edge."
Exploring opportunities in China's domestic market, Steelforce has partnered with Chinese coach manufacturer Yangzhou Asiastar to supply the company with Australian-grade steel products that reduce vehicular weight and enhance the body structure strength of its coaches.
With the rise of China and Asia as offshore fabrication hubs, Steelforce aims to bolster its foothold in the region. "We seek to establish partnerships, particularly with specialised fabricators that will complement our products and customer standards," Corkill says.
