《Golf Digest》高尔夫球具设计.docx
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《Golf Digest》高尔夫球具设计.docx
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《GolfDigest》高尔夫球具设计
100Features
MadeinChina
Thelandofhightechandcheaplaboristheworld'sultimateclubmaker
Oftheworld's45millionclubssoldannually,three-quartershaveAsianfingerprintsonthem.
ByMikeStachura
GolfDigest
April2007
ANIMPACTFELTAROUNDTHEGLOBE
WhenDickRugge,seniortechnicaldirectoroftheU.S.GolfAssociation,wentlookingthreeyearsagoforatitaniumdriverthathecouldmaketheorganization'snewofficialtestclubforitsswingrobot,hedidn'tgotoTaylorMade,CallawayorTitleist.Hedidn'tworkwithanyofthehighlyregardedindependentdesignersintheU.S.Hedidn'teventapintotheeliteacademicexpertiseatsomeofthenation'stopengineeringschools,suchastheMassachusettsInstituteofTechnology,LehighandNewYorkPolytechnic,thattheUSGAkeepsonretainertostudygolftechnology.
Instead,hewenttoAsia.
Moreprecisely,RuggecontactedFuSheng,thelargestmanufacturerofgolfclubheadsintheworld,whichhasmajorfactoriesinTaiwan,ChinaandVietnamthattogetherproducemorethanamillionclubheadsamonth.Ruggeexplainedwhathewaslookingforinaclubhead,andFuShengshippedhimseveral"openmodels,"whattheindustrycallsfactory-produceddesignsamplesthatsmallerclubcompaniesintheU.S.andaroundtheworldwillsometimesselectandslaptheirownlogoson.RuggeandtheUSGAstaffputthesamplesthroughvarioustestsandmeasurementsbeforesettlingononeparticularclubhead.Thatsamplebecametheclubthatthegame'schiefgoverningbodyusestodeterminewhichballswillconformtotheRulesofGolf.Inshort,thepresentandthefutureofthegamewillbedeterminedinpartbywhathappenedina3,000-degreetitaniumvacuumfurnaceinTao-YuanCity,Taiwan.
ADVERTISEMENT
Asia'scoming-of-agehaschangedeverythingingolf,particularlythepossibilityoftechnologicalprogress.Whatcanbedonetomakeapieceofmetalworkmoreefficientlyatgettingagolfballintothehole,andhowquicklythatpieceofmetalcanbetransformedintoaclubhead,dependsonthecapabilityoffactoriesinChinaandTaiwan."MadeinChina"notonlystockstheshelvesinWal-Mart,italsoinspirestheintellectualhorsepowerintheresearch-and-developmenthallsatgolf'sbiggestclubcompanies,aswellastheinquisitivetinkerersaloneintheirgarages.TheconfluenceoftheInformationAgeandtheChineseCenturyhasrevolutionizedmanufacturingandacceleratedinnovation.Newideascanbecomerealityindays,notmonthsoryears.Infact,asoneU.S.clubdesignersays,"Anyonewithafaxmachineandacouplethousanddollarscanbeintheequipmentbusiness."
THEGREATESTVENDOREVER
Fiveyearsago,theCalifornia-basedCoastcastCorporationwasmakingmorethanamilliontitaniumclubheadsayearforsomeofgolf'smajorbrands.Today,it'smakingnone.
Inatellingstatementin2002,BryanRolfe,vicepresidentofsalesandbusinessdevelopmentforCoastcastatthetime,dismissedanythreatfromitschiefU.S.-basedrival."OurcompetitionisnotRuger[Arizona-basedtitaniumcastingcompanySturm,Ruger&Co.]--notanymore,"Rolfesaid."It'sChina."Inlessthanayear,Rolfe'scompanyhadbeendelistedbytheNewYorkStockExchange,andby2004ithadcloseditsdoors.
Tomanyingolf,theemergenceofChinaasthecountryofbirthfornearlyallgolfclubsseemedtohappenthatquickly.Thatstatementhasthequalityofbeingoverlysimplisticandentirelyaccurateatthesametime.
Distanceintheraw:
Yourdriverrequirestheprecisionofawaxmoldandtheheatofa3,000-degreefurnace.
"Theyarethegreatestvendorsever,"saysClayLong,aveteranclubdesignerformanufacturerssuchasMacGregor,CobraandnowNicklausGolf."Theyaresuperiorineveryaspect.They'rebetter,fasterandnotasexpensive.Whatelsewouldyouwantinavendor?
"
Japanhasbeenintheclub-manufacturingbusinessfordecades,butasinvestmentcastingofclubheadsbecamemoreprominent,andthedesireformoreaffordablelaborbecameparamount,Taiwantooktheleadinclubheadmanufacturing.FuSheng,acompanythatdominatestheair-compressorbusinessinAsia,beganmanufacturingclubheadsin1978,andothercompanieswouldsoonfollow,aswouldyearsofconsolidation.Today,thefourmajormanufacturersthatgottheirstartinTaiwanhaveexpandedoperationstoChinaandbeyond.ThatfamilyoffourincludesFuSheng,Advanced,O-TAandDynamic.
AsthedemandforclubheadshasincreasedandthefactorieshaveexpandedtoChina,thatcountryhassproutedmorefirmstoworkwithsmallerU.S.companies,becausenoteventhecombinedresourcesofthefourpowerscancomeclosetohandlingtheordersthatcometheirway.JustascottagesubcontractorvendorsspranguparoundDetroittosupporttheU.S.car-manufacturingindustry,sotoohaveequipmentoperationsinsouthernChina,acrosstheTaiwanStraitinhigh-riseboomtownslikeZhuhai,Zhongshan,Guangzhou,DongguanandShenzhenandupthecoasttoShanghai.Throughouttheregion,thehotelsareflashynouveauriche,factoriesarebuiltontopofeachotherandcapitalismhastakenhold.AccordingtoareportintheChinese-languageCommercialTimesofTaiwan,oftheworld's45millionclubssoldannually,three-quartershaveAsianfingerprintsonthem.
MadeinChina:
continued
EfficiencyExperts:
FuSheng'sU-shapeworkstationshaveearneditareputationforhighqualitycontrol.
ByMikeStachura
GolfDigest
April2007
< WHATWECANDO,THEYCANDOBETTER First,alessoninclubdesignandmanufacturing.Adesignidea,ofcourse,canstartinavarietyofways--onacocktailnapkinonatranscontinentalflight,asaprototypealuminumheadshapedbyhandonamillingmachine,or,asismostcommonlythecasetoday,asacomputerfile.Butitmattersnothoworwheretheideacomesfrom,somehowthatdesignmusttakerealform.That'swhereAsiacomesin.Companiesthroughouttheregioncantakethatideaandmakeitreal.Theirmethodologiescanbefrighteninglycomplex,yetthecompetitionisasmuchfraternalasfractious. Butaboveallthings,itishighlyevolved.Forinstance,itisoneneattricktodevelopthewaxmoldusedinthetitaniumcastingprocessforanew460cubic-centimeterdriverheadthathasfourintricateweightportswithaspecializedscrew-tighteningmechanism,asintheTaylorMader7Superquaddriver.Butit'sanotherthingtocastthewallthicknessesat0.6millimeterswithoutthree-quartersoftheheadscavinginafterimpact.Speedingtheprocessisthepresenceofrapidprototypingmachines.Thesehigh-techscanningdevicescanproduceathree-dimensionalmodelofacomputerdrawinginminutes,andthemosthighlyevolvedcanyieldhittableversionsofproductideasinonlyafewdays. Toallthis,addthetediousfinishingcomponentoftheclubhead-manufacturingprocess,withitspolishing,grindingandprecisionpainting,themajorityofwhichmustbedonebyhand,andtheroleofChinaanditsimmenseworkforcecanbeunderstood. "Ofcourse,ifyouwanttousespecificnewtechnologies,youneedtodevelopthemwayaheadoftimeandprepareequipmentandprocesses,"saysTaylorMade'schieftechnicalofficer,BenoitVincent."Thisistheworkofourresearchdepartment: preparetechnologieswithvendorsyearsbeforewecanusetheseprocessestomakenewdesigns. ADVERTISEMENT "Really,wesplitthecostofrunningthebusiness: Thevendorsinvestinequipmentandmanufacturing,andweinvestindesign,marketingandsales,"saysVincent. What'sleftunsaid,ofcourse,isthatonceauniqueprocessisdeveloped--say,thin-wallcasting--othercompaniesbeginusingit.JohnZeravica,anIllinois-basedindependentconsultanttotheequipmentindustry,saysthatcooperationhaslaidthefoundationforChinatobecomeabehemoth. "It'snotthattheysuddenlyfiguredouthowtomakegolfclubs,"Zeravicaexplains."Wetaughtthemhowtodoit.Itusedtobethatyouwereneverquitesurewhatyouwereexpressingbecauseofthelanguagedifference.Thatgaphasclosedtremendously." THEFIRSTTIER: THEMANUFACTURINGGIANTS FuSheng'sWang-MingLeelooksalmostprofessorialinhismilitary-cuthair,hisfashionablyframelesslensesandhismeasureddemeanorashewalksthroughthecompany'smassiveWorldmarkSportingGoodsfactoryinZhongshan.HespeaksasonewhoknowshiscompanyholdsthekeytoanyproductamajorU.S.manufacturer'sR&Dteammightdevise.Heknowsthatkeyisallaboutdollarsandcents.HeknowsnotonlybecausehiscompanyoccupiessomeofthetrendiestofficespaceinHongKong'sTsimshatsuidistrict,butbecausehehas14,000workersunderhiscommandasdeputygeneralmanageratWorldmark.HeknowswiththewisdomofsomeoneraisedintheageofChairmanMao. "Ourcompanycultureistoneversayno,"hesaysthroughaninterpreter,awide-eyedjuniorsalesmannamedStonewhoiseagertotryouthisEnglish."Ofcourse,everythinganymanufacturercanthinkof,wecando.Butithasaprice.Wecanshowalternativesthatmaybereducethecost,buttherehavebeencaseswhere,becauseofus,thepricepointhasmeantaproductwasscrapped." FuSheng'smanufacturingbulkcannotbeoverstated.Ifyouthinkproducingmorethanamillionclubheadsamonthsoundsincredible,considertheworkforcethatmakesithappen.Intotal,therearemorethan16,000FuShengemployeesdevotedtogolf,withabout14,000ofthematWorldmark,FuSheng's1.8-million-square-footfactoryinZhongshan.Itisoneofahandfulofmanufacturingmega-centerssurroundingsouthernChina'sPearlRiverDelta.Andthebusinessgeneratesdollarsnearlyasjaw-droppingasitsworkforce.FuSheng'srevenuehasincreasednearlyten
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