Interview with Sidelong International Electrical (China) Co. Ltd

Company Profile
Sidelong International Electrical (China) Co., Ltd. is a modern enterprise specialized in the development and manufacturing of water heaters and heating equipments.
In 1998, Sidelong invested USD 28 million for building a modern water-heater manufacturing plant based in Dalian, China.

In 2000, the company expanded its investment and spent RMB500 million on a new water-heater manufacturing work covering an area of 70,000 square meters, thus becoming the top water-heater manufacturing company based in Asia.
Sidelong is dedicated to the customization of its high-quality products to meet the market demands from different countries and regions, and it has passed ISO 9001 international quality system, accredited by German Rhine Company, an international certification organization.
Currently, it provides customers with products of 15 series and in nearly 200 specifications for residential and commercial use, including volumetric electric water heaters, instant electric water
heaters, instantaneous gas-fired water heaters, storage gas-fired water heaters, solar water heaters, dual-use water heaters with hot water and heating, household-based heating equipment, etc.
Its products with high-quality and unique design have been widely acknowledged by the customers. The application of the world’s most updated high-tech technologies in safety, energy conservation, corrosion prevention, anti-scaling, heat preservation and automatic control contributes to the high quality of the Sidelong’s production and improve the company image of high technical water heaters manufacturer in Asia, which provide customers with sufficient hot water and heating.
“Start from service, no end of satisfaction”, Sidelong has won the favour of consumers for its spotless quality product and perfect service.
Adhering to the corporate concept of high quality, specialization and internationalization, the staff has fully devoted itself to enhancing the living conditions of the people in 21st Century.
The company has nine departments, including: personnel, financial, OEM, sale, purchasing and planning, processing, manufacturing, research and developing department, and quality control department.
There are 430 employees, the employees with middle and high professional title account for more than 25%.

Chinese Name: Xu Jitao
English name: Jim
Date of Birth: 1975.12.23
Degree: Master / Postgraduate
Double Titles: Mechanical & Electrical Engineering, Internal-Combustion Engine

Working Experience

2009.04-Now: General Manager in Sidelong
international (China) electrical Co., Ltd.
2008.05–2009.03.: Deputy General Manager in Sidelong international (China) electrical Co., Ltd.
2005.08–2008.04.: R&D Director in Sidelong international (China) electrical Co., Ltd.
2001.05–2004.08: Senior Engineer in Sidelong
international (china) electrical Co., Ltd.
1999.11-2001.04: Engineer of Technical center in Dalian fuel injection equipment factory
1997.07-1999.10: Engineer of Automobile Repair in JiDong Oil Corporation

2004.9-2006.12: Studied in Dalian University of Technology (DUT), got engineering master degree. Title is Mechanical & Electrical Engineering
2006.5-2007.6: EMBA Course Class from TsingHua University

Our technology

With the introduction of internationally advanced production equipments, Sidelong has provided a fundamental guarantee for manufacturing safe and quality water heaters. Our company in particular is equipped with:

  • Plasma welding machine for vertical line:
    Supplied by JETLINE Aerospace Welding Engineering Company affiliated to USA ITW International Group (Top 500 in the world), it is used to weld the body of tank. With the top plasma welding technique in the world, the welds are neat and smooth.
  • Tandemig double-gun welding machine for round line:It is supplied
    by USA Lincoln International Electrical Company, an international top company in the power supply for welding and one of the three major leading companies in USA. The equipment is mainly used for round welding of the cylinder with the domes. The double-gun welding technique is an internationally advanced patent welding technique introduced for the first time and exclusively by Sidelong Company domestically.
  • Power supply for plasma welding:
    It is supplied by USA Thermadyne Holding Corp., which is an international supplier for specialized plasma power supply equipment and a top company in the technology in the power supply for welding internationally and one of the three major leading companies in welding us USA, with a unique leading and authoritative capacity in the welding field and a high reputation internationally
  • The rolling and flanging system for tank:
    It is supplied by USA JLC, an internationalized supplier for specialized auxiliary welding equipment with abundant experience in this field.
  • The welding machine for water nozzle hanger:
    It is supplied by USA MILLER Company, a specialized manufacturer in the power supply for welding, welding equipment and technology internationally and one of the three major leading manufacturers in the welding field in USA
  • The sandblasting machine for tank:
    It is supplied by Germany Munk Schmiz Company, a supplier of specialized sandblasting system equipment with a very high system automation and technological maturity.
  • The spraying enamel equipment:
    It is supplied by Germany Wagner Itep Company, a world top manufacturer specialized in powder spraying equipment and system, leading in the high-pressure static powder spraying technology globally.
  • The suspension conveying line to furnace:
    It is supplied by German Eisenmann Company, one of the largest logistic equipment furnance and system companies in Europe with logistic suspension conveying heating treatment equipment experience and history for nearly one hundred years.
  • Enamel firing furnace:
    It is supplied by German Eisenmann Company, one of the largest logistic equipment and system companies in Europe with top enamel shaping and sintering technology.
  • Tunnel pretreatment line:
    It is supplied by USA Jensen Group, a specialized coating equipment manufacturer with design, contracting experience for multiple large-scale household appliances enterprises and in related coating system equipment and with the industrial leading static coating technology and fully automated control mode.
  • Tunnel powder-spraying line:
    It is supplied by German Wagner Itep Company, a world top manufacturer specialized in coating and powder spraying equipment and system. Adopting the high-pressure static technology, the quality is among the best in the world.
  • High-pressure foaming machine:
    It is supplied by USA Cusmer Machinery Company, a specialized foaming equipment supplier in the world. The system is highly automated and much better than the homemade equipment in the low maintenance level and high reliability. It possesses the closed loop flow control technology and unique high-pressure foaming gun unit.
  • The logistic conveying system for general assembly:
    It is supplied by Malaysian Selango Machinery Company, a main logistic line supplier for Japanese Panasonic, Sanyo companies and a specialized logistic system equipment manufacturer.

Our products
As said before, our products are safe and have a good quality level. They are characterized by:

  • Anti-pressure of tank
    0.8Mpa, higher 33.3% than 0.6Mpa in the world. Passed the 100,000 times of life press test undergone in accordance with USA UL standard. (In general, makers of water heater are in accordance with national standard of 0.6Mpa or Europe standard of 0.7Mpa)
  • Incoloy 800 heating rod
    Super strong performance in anti boiled water and preventing from heating without water, thermal efficiency is higher than 98%. (Heating rod is classified in copper-common, stainless steel—Incoloy 840-Incoloy 800 as per its material).
  • Leakage current protection
    Powerful leakage current protection plug not only can guard against leakage caused from zero conductor of phase conductors, also can avoid injury caused from leakage on zero conductor effectively. (The new products controlled by computer are equipped with inner leakage current protector.)
  • One-way pressure relief valve
    Double pressure relief protection by scientific pressure relief device, could not only exterminate hot water backflow to tap water pipe and prevent the heating element from heating without water if the water supply system stops working, but also drain the water for pressure relief so as to protect the tank.
  • High-temperature limit
    As the second protection in water temperature control, could automatically cut off the power which will be reset by hand only in order to prevent from large trouble if temperature controller is in malfunction. High-temperature limit is set at 93°C in our products. Power will be cut off when water temperature is over the limit.
  • Super large anode rod with core
    Could be used completely.(However ordinary anode rod may not be used enough to fall in the tank and then lose its function)
  • Highly active environmental protection polyurethane insulation layer
    Once-for-all filling and foaming into shape by Germany specialized equipment, the thickness of insulation layer can reach 30mm-35mm, same insulating in the end of heating element of controller to avoid loss of heat from service cover so as to save the power and energy. (Almost other products have insulation layer of 18mm-20mm)
  • Heating method in the way of steering down
    Could heat fully without any dead angle.
  • New type design of water separator
    Rate of heat water production in horizontal water heater is over 60% but less than 50% in ordinary water heater.

The market
Sidelong company adopt two channels of sale; own brand sale and OEM manufacture. Our brand sale is focussed in domestic market. Based on the market of Northeast, we have extended to the other provinces and regions. Now we have five sale companies in domestic market. OEM manufacturing is mainly working for abroad brand and domestic prominent brands. Now our products have entered European and Australian markets. By manufacturing for oversee markets along with the foreign standard, Sidelong improves own capacity and quality.
Annual sales amount to 150 M-200M RMB and export accounts for 20-25%.
The next step is to enlarge our market quota abroad and inland by extending our series of products.

Development programs of the company and forecasts for vitreous enamel
Our intention is to manufacture our current products and at the same time to extend our series of products and usage especially for enamelling tank in solar and heat pump projects.
Furthermore, we will develop large volume enamelling tank for solar and heat pump system.
The use of enamelling in water heater has largely extended the market of water heaters. But enamelling has to compete with other products, like stainless steel and plastic coating; Moreover enamelling is limited by the enamelling equipment: if the volume exceeds 500 l, there are, in China, no enameling line capable to coat them.

Relations with the Association who represent the enamelling industry

Sidelong is supporting very much the Chinese Enamellers Association CEIA and greatly involved in the Association social life with the top manager of Sidelong acting as vice-president of CEIA Board.

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