In part three of our interview with Mr. Gerd Paul Wienands, Regional Sales Manager at Trützschler, we dive into his thoughts on the African textile market’s potential and Trützschler’s approach to maintaining a competitive edge. Mr. Wienands also shares the company’s views on ITMA Singapore, highlighting its significance for the global textile machinery industry. His insights offer a deeper understanding of Trützschler’s strategy and vision for the future.
What are your thoughts on the African market and its potential?
Mr. Wienands: When it comes to the African market, it’s essential to view the continent as a whole, rather than evaluating it country by country. Africa certainly has substantial potential, but unfortunately, the region hasn’t seen as much positive development in recent decades as we would have hoped. However, there are encouraging signs, particularly in the North African markets. For instance, Egypt is experiencing significant investment, driven by a combination of excellent cotton production, skilled labor, and continuous investments in the latest machinery. Additionally, Egypt’s recent free trade agreement with the US is expected to boost sales and provide benefits for our customers in the region.
Sub-Saharan Africa presents a more complex picture. Countries like Nigeria were once very active in the textile industry during the 1980s and 90s, employing over 100,000 people. Spinning played a crucial role in their sector, attracting investors from countries like India and China. Unfortunately, that investment didn’t have long-term sustainability, and the sector faced numerous challenges. It’s regrettable that Africa’s potential hasn’t been fully realized yet. However, markets like Ghana, Ethiopia, South Africa, and Kenya still hold a great deal of promise. With a large, eager workforce, good cotton production, and the possibility for greater industrial activity, we remain hopeful that these markets will start to capitalize on the opportunities available. Our expectation is that Africa’s textile sector will experience a turnaround in the near future, and we’re optimistic about the prospects.
How does Trützschler stay ahead of the competition in the global market?
Mr. Wienands: We take great pride in being a family-owned business, now in its fifth generation with the Trützschler family at the helm. For decades, we have placed a strong emphasis on research and development (R&D), continuously developing state-of-the-art machinery to maintain our competitive edge in the market. This commitment to technological advancement and superior service has been a cornerstone of our business strategy.
While this focus on innovation does present challenges and often makes our products more expensive than some of our competitors, particularly those from China, our long-standing customers appreciate our reliability and the advanced technology we provide. Many of our clients are family-owned businesses themselves, and they understand that the higher initial cost of our machinery is justified by the long-term savings and reliability we offer. Our customers value the expertise we bring to the table, as well as the comprehensive service package we provide, including after-sales support.
We’ve learned to factor manufacturing costs into pricing over time. For instance, spare parts aren’t treated as a profit center for us—they’re part of the service offering. Customers tend to appreciate our local presence and the expertise that comes with it. In Turkey, for example, we have several branches and service stations located in Uşak and Gaziantep. We’re also looking into reopening one in Kahramanmaraş, which was unfortunately destroyed in the recent earthquake. Additionally, we have service centers, spare parts warehouses, and a laboratory in Çorlu. Our strong local presence and focus on customer relationships have helped us navigate the competitive landscape, and we’re doing well despite the challenges.
What are your thoughts on ITMA Singapore and its importance?
Mr. Wienands: ITMA Singapore is definitely a key event for us. As we’ve discussed earlier, a textile machinery manufacturer could attend a global exhibition almost every month. It’s essential to be selective about the events we choose to participate in, and ITMA Singapore is certainly worth our attention. We’ll be exhibiting at the event, showcasing our machines, and having R&D, sales, and service personnel present. We believe that ITMA Singapore will attract a broad international audience, and we’re excited about the opportunities it presents.
We recently attended ITMA Shanghai, which was similarly important, and we expect Singapore to attract even more international attendees. The event will be an excellent platform for us to connect with potential clients and showcase our latest innovations. We’re looking forward to the event and to continuing our growth in the global market.
