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Introduction of Group Companies
Sunrock Oyodo Co., Ltd.
From Value One Spring 2013 No.40
Our Strengths and Distinctive Qualities
Three plants in western Japan offer a production and sales structure tightly knit into the regional market
Manufactures a wide variety of product lines from steel wires for cold heading (CH) to iron wires, welded metal nets, and fasteners (bolts)
Makes emphatic efforts for closer cooperation and tieups with group companies, including Metal One Steel Products Corporation
Wire Rod Products Manufacturer with Three Plants in Western Japan

Sunrock Oyodo Co., Ltd. is a wire rod products manufacturer with more than seventy years of history. It has three plants in western Japan (at the headquarters in Izumiotsu as well as the Harima Plant and Kyushu Plant) and produces wire rod products and fasteners (bolts) for use in a wide variety of end products, including automobiles, electrical household appliances, and public structures and buildings. The company's current monthly output is approximately 7,000 tonnes, slightly less than its peak level. While trying to slim the corporate physique by transferring its loss-making Mie Plant—which had been turning out welded metal nets for secondary concrete products—to a regional company in 2010, Sunrock Oyodo is making emphatic efforts for closer cooperation and tying up with Metal One Steel Products Corporation in its sales activities, thereby playing a central role in the Metal One Group's "wire rod value chain."

The plant annexed to the headquarters is the company's main production center, producing approximately 4,000 tonnes of CH steel wires and fasteners (bolts) monthly. CH wires are used to make bolts, nuts, and rivets for components of automobiles, household appliances, and other products. Products for automotive use are required to be especially high in quality because they serve as vital safety items. Price competition is fierce for these products in spite of their high added value, and their market promises no substantial expansion, necessitating a further cost reduction. Mr. Toshiaki Ihaya, who took office in 2008, says: "We would like to address the problem by using cost-competitive materials while enhancing the production efficiency of our plants."

The automatic acid pickling line, introduced in 2006, has helped raise production efficiency substantially. Another major advantage is the in-house production of bolts, an end product item. This enables the company to identify user needs from their viewpoint.

The Harima Plant manufactures iron wires and welded metal nets—which are made by processing iron wires—for civil engineering and construction uses. Although the demand for iron wires and welded metal nets has peaked as the result of a decrease in public works projects, Mr. Hirofumi Sugiyama, general manager of the plant, says: "We are expanding our share in the market by utilizing competitively priced electric furnace wire rods and sales expansion efforts tied up with Metal One Steel Products."

The Kyushu Plant is dedicated to producing iron wires on the largest scale in the Kyushu area where it is based. The plant was relocated and newly built in 2009, and its large and bright inside space contributes to production efficiency. "We are also producing iron wires for automotive seat parts, though their volume is still small," says Mr. Masami Sato, general manager of the plant. "The challenge we have to meet now is to enhance their quality and expand sales to automakers."

President Ihaya says, "Our strength is that each of the three plants turns out product lines particularly needed by the community and clients it serves." The technologies and clientele the company has built over its long history seem to be its most powerful arms.

 

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