Copy-Paste made in China

Constructors are very annoyed. Copies of rides have existed for a very long time, but it’s getting worse with the growth of Chinese Companies. Here’s a glimpse of a phenomenon which is growing at an alarming rate.

The resemblance of the copies compared with the originals is sometimes so disconcerting that even specialists are amazed. And the guilty constructors don’t even try to hide it; don’t even try to make much effort to change the name of the copy. The ‘Suspended Looping Coaster’ by Vekoma becomes the ‘Suspended Loop Coaster’ by Beijing Shibaolai Amusement (SBL) and the ‘Suspended Roller Coaster’ by Golden Horse. Even worse, they don’t even hesitate to show pictures of the original models in their brochures! You find Gyroflyer by Caripro set in 2001 at Skyline Park (Germany) in the latest SBL catalogues under the name Gyroflyer, or under the name Bat Coaster.
 

On top of the obvious ethical problems, occidental constructors don’t appear to care about the fact that it’s obvious that their rides are clones. Only the risk of accidents seem to worry them… the original rides need lengthy (and costly) research and development work in order to guarantee maximum safety that the Chinese manufacturers don’t seem to be prepared to invest in.
 

At the beginning of January eighteen visitors to the FantaWild Adventure Park in Wuhu, in the Anhui province (China), experienced the lack of precision of the Suspended Roller Coaster of the Golden Horse. A gust of wind burst made the roller coaster stick as it was going through the loop, leaving the passenger upside down for half an hour! Luckily, apart from some passengers fainting, nobody was injured.
 

No taboo

It’s reasonable to draw inspiration from the achievements of others in order to save time and avoid wasting energy on paths that have already been tested. But it doesn’t mean that there shouldn’t be any creativity involved. However, on the contrary to Occident Chinese culture appears to valorise copying, which seems natural. The ideograms in their language which correspond to the concept of “copying” and the one corresponding to “learning, teaching” are very similar.
 

“They don’t hesitate to consult us and show us their drawings, but they also ask to see ours,” says Alberto Brandestini, marketing manager of ABC Rides. “We have worked with SBL; in the past we have signed a contract for the engineering of two Rapid Rivers… but they ended up building the second one themselves after we had delivered the first one to them!”

For manufacturers from the Celestial Empire the subject is not taboo. In fact they seem to be quite proud of it… “Copying is not that easy!” says Benjamin Xing, vice chairman of SBL, adding that his rides all come with a quality certificate. “We pay the constructors, but often manufacture ourselves later. Copying is normal. Our attractions are also copied by other Chinese companies, you know...”

Copying the commercial successes of others is not only done by the Chinese.
Alberto Brandestini reminds us that fifty years ago, it was the Japanese that were doing it. He reckons that, “With their double digit growth, salaries and prices are going to increase in China, as everywhere else. The situation will eventually settle down.”

In Asia, and even in Europe, all the constructors, at one stage or another, draw – or even carry on drawing – their inspiration from competitors’ catalogues, reproducing some or all existing models, only changing small details in order to avoid plagiarising registered patents.
“Constructors have always copied one another,” admits a smiling Roy Vocking, vice-chairman of Ride Trade. “Intamin only design novelties, which are always copied. It does make us a little bit angry, but it’s part of the game!” John Wood, Chairman of Sally Corporation adds, “Good ideas are always copied!”

To make the difference through quality

Despite the negative aspects of copying, imitation can result in the unexpected...
All the constructors interviewed recognize that seeing their attractions cloned inspires them to innovate even more, stimulates their creativity, and forces them to move forward rather than sit back and be satisfied with what they have achieved. It also means more competition, which results in more choice for their clients. “It’s never nice to be copied,” admits Jérôme Giacomoni from Aerophile. “As the inventors of a unique concept, the fact that we are copied means a greater exposure to our product and offers operators an alternative. It’s up to us to supply them with the keys to make the right choices and choose the original!”

As far as the question of the ultra-competitive prices offered for products manufactured in Asia is concerned, Michael Hesse (Sales Director of Huss) doesn’t consider it to be a problem. “We’ve sold attractions to Chinese Parks. They’re also looking for quality rides for their public, and they look at Europe for it. For now, we are not afraid of the Asian competition, because Europeans seem to hold a position of strength in terms of quality and innovation. But the Chinese are clever, and we must keep a cautious eye on the evolution of their products.”

Peter Theunisz from KMG has a similar point of view – he feels that the original constructors must differentiate themselves through the value of their product and services. “The fact that our ideas are copied confirms their marketing success, but it doesn’t slow our sales. Copies have never had a negative influence on KMG, because we differentiate ourselves by the quality of our inventions and a 24/7 service to our clients. Our policy is not to align ourselves with lower prices.”

Who to trust?

The real question for the operators is: Is it really in their long-term interests to go for the low price competition and call upon the Chinese manufacturers? In addition to obvious problems of understanding, cultural differences and uncertain after sales service, it is difficult to judge because there are so many doubts regarding the design process in Asia.

Today, the design, manufacturing, and operation of rides coming from China are not certified by recognized organisations such as the TUV, even if the constructor SBL pretends that his product will soon be certified. The fact that they are not certified doesn’t mean that the quality of the product is poor as the certification costs can be prohibitive for small constructors. Nevertheless, without a guarantee certificate issued by an occidental institute, operators who want to go the cheap route had better start learning Chinese in order to understand the strange languages used in these manufacturers’ manuals!
 

Effectively, copied rides sometimes appear identical, but one has to question whether the R&D has been efficient. How much time was spent on the design of these cheaper rides? Have all the calculation and safety criteria been respected?

“I find my own babies in Chinese catalogues”

Some constructors are trying to get themselves organised to answer to this Asian low-cost competition. Some have even chosen to open their own factory in China in order to lower production costs and conquer the markets in the Celestial Empire… even if it could mean ‘letting the fox in with the hens’. “They copy us anyway. If you aren’t able to win the battle, you remain on the defensive,” explains Alberto Zamperla, Chairman of the Company of the same name. “By opening a factory close to Shangai two years ago, we have chosen to fight them on their own pitch. We believe that it’s a win-win strategy, because we’re now working at a partnership with the Chinese.”

Having also opened a factory in China, the Dutch company, Vekoma, has the same strategy. “We’re selling more and more attractions. By manufacturing on site we’re lowering the costs in terms of manpower, transport and taxes. Which allows us to offer quality rides at affordable prices,” explains Charlotte van Etten, marketing executive. “Nevertheless, the design remains based in Europe in order to avoid transfer of our know-how, and the factory is managed by a Dutch team.” Peter van Bilsen, marketing manager adds, “A Rolls-Royce, even if it’s assembled in China, remains a Rolls-Royce!”

For the last two years, the Swiss ABC Rides are considering to expatriate part of their production, but this is not so easy. “We’ve spent lots of time preparing very precise projects with our Chinese representant, but nothing sees the light of day.” explains Alberto Brandestini. For now, ABC is concentrating its energy on companies that are already established on the territory. “Our partners come from Singapore and Hong Kong, and the way they work is very similar to ours. Even they are afraid of the Chinese competition! They’re building close to Pekin and we’ll train the staff on the basic work of assembling, without entrusting them with any of the design. “

Nevertheless the constructors show signs of exasperation, constantly having to search for solutions. “We’re registering international patents, and spending lots of money in research and development, but I still find my own babies in Chinese catalogues,” says Peter van Bilsen from Vekoma, bitterly. “The companies can’t fight alone, and our industry is not the only one… I think that measures have to be taken at a European level. Why doesn’t the Union give an emissary the mission of entering into negotiations with China?” An interesting point, but Roy Vocking is cynical about it, “We can’t even fight plagiarism amongst ourselves in Europe, so what hope do we have with China?”

The only answer to this problem seems to be the race for innovation, which is the Achilles’ heel of the Chinese who can’t compete on that level because of a lack of resources. By being constantly creative, the Europeans and Americans will always be ahead.