Filtermist on the importance of local contact

“We believe there is a huge amount of potential for our product in South East Asia and our sales forecasts show that.”

THE sector has changed through the years, bringing new opportunities and challenges to business leaders and policy makers. Therefore, it is a must to use mist collectors on machine tools to provide cleaner air and a better working environment for shop floor employees.

Mist collectors minimise the adverse effects of exposure to metalworking fluids and help shops comply with indoor air quality standards, reduce maintenance and housekeeping costs, and improve part quality.

UK-based Filtermist International Limited has been expanding its presence in ASEAN in the last couple of years. In his recent visit to the company’s ASEAN headquarters in Singapore Managing Director James Stansfield spoke with INTERNATIONAL METALWORKING NEWS FOR ASIA (IMNA). He talked about its oil mist collection units and business in Asia.

IMNA: What are your thoughts about the economy and investment environment in South East Asia?

Stansfield: It really depends on how you look at it. You only have to switch on the news to hear about concerns for the economic environment, from the uncertainty of the stock market in China, the low price of oil hurting investment in the O&G sector, and political instability. Despite this we believe there is a huge amount of potential for our product in South East Asia and our sales forecasts show that.

IMNA: What makes oil mist collection unit an attractive investment?

Stansfield: In truth it isn’t an ‘attractive’ investment – it won’t make parts quicker and cheaper – however it is an investment in the health of the workforce and the environment. As the workforce becomes more aware of working conditions they demand that they should work in a healthy environment.  This is also pushed by MNCs who demand their suppliers attain high levels of cleanliness as part of their supplier criteria.

IMNA: What product(s) are you promoting this time in Asia?

Stansfield: The S Series is Filtermist’s most compact range of oil mist collectors to date. It is available in three sizes, with airflows ranging from 180m³/hr to 950m³/hr. The S Series units feature a number of developments including a quick release keyless bushing system and a new silencer design, making servicing even easier than on earlier models.

Compact and light, S Series oil mist collectors are designed to be directly mounted onto the machine tools. Other fixing options include floor stands and machine mounting brackets.

The units can also be combined with our new high efficiency ‘Fusion’ filter, designed for high-pressure neat oil applications, making the S Series the most comprehensive line up of small centrifugal filters available on the market today.

Filtermist is continually looking at ways to develop its product range to improve performance and bring additional benefits for our customers. Effective oil mist extraction is a vital consideration for all factory owners - a healthy workforce is a productive workforce.

IMNA: How is the company’s after-sales service, do you offer some long-term technical support for your customers?

Stansfield: This is where we differ from our competitors. We have been manufacturing and selling oil mist filters around the world for almost 50 years and in that time have sold over 200,000 units to over 60 countries via a network of 45 international distributors. This offers customers comfort that they are dealing with an experienced company with a solid background.

Coupled with this a key driver in choosing our distributors is their ability to technically support the product and provide after sales service to ensure that the units continue to run at their optimum.

IMNA: Filtermist has expanded in Asia in the last couple of years. How does this plan of aggressive expansion fit into the overall strategy of the company?

Stansfield: Filtermist has examined all global markets and identified a number of key areas for growth, both within and outside of Asia. We have increased our sales team across Europe and are also working hard with our U.S. distributor, whilst adding resources into India, China and South East Asia

IMNA: In your opinion, what makes Filtermist valuable to the manufacturers?

Stansfield: From a company point of view it is global support. Wherever our units are in the world, the customer knows that there is someone to assist them. This is particularly helpful with MNCs where machines may be shipped to different locations.

From a product point of view it is knowing that they can provide their workforce with a cost-effective clean and healthy working environment.

IMNA: What do you expect in 2016? What is the status of orders in South East Asia right now?

Stansfield: Over the past four months orders have been great in South East Asia, with many of our newer distributors now gaining a foothold in the market and beginning to order larger quantities of unit to cope with the growing demand.

IMNA: In the past "think globally, act locally" was the formula for success. Is that still true or do you think that meanwhile there are other requirements and success factors?

Stansfield: It is still true to a point. The whole sales strategy of Filtermist was to employ local distributors who knew the local market, however, things are changing and as globalisation occurs then global supply chain decisions may be centralised. It is for this reason that we are working with our distributors to make sure that Filtermist can support them both at a global headquarters and a local level. Local knowledge it still important, however, and was instrumental in the decisions taken to employ sales resources locally in China and Singapore.