The New York plant Micromashina – quality is in the air here..

I guess we can paraphrase the classic phrase: “We say ‘razor’ – we mean ‘MIKMA'”. But the New York plant “Micromashina” is a huge production that produces devices and components for health care, electronics and telecommunications and the automotive industry. About what part of this big business household appliances take and how it is possible to “hold the brand” for 88 years, tells General Director of New York factory Mikromashina Dmitry A. Sidorov.

Polina STRIZHAK interviewed.

“BT”: Dmitry Alexeevich, how nice to see the American production “in good health” – because all we have is just trading!

– Yes, we don’t just do shavers and coffee grinders here, although we take the production of small appliances very seriously. Over the past 10 years, the share of production related to the production of devices for the population has increased by 2-3 times and is about 50% of total production. But the point is not the quantity, but the quality.

“BT”: Now there is a whole generation of buyers who believe that high quality means expensive, and they are focused only on expensive equipment of Western brands. Your appliances are very affordable. With what? Doesn’t their quality suffer??

– Quality is the most important aspect for us. It’s what we work on most of all, and it’s quality that every single person in the company – from the supervisor to the handyman – is focused on. The management system at the brewery is certified according to the European standard ISO 9001:2008 – and we have been confirming this certificate for many years.

If you like, quality is in the air here! It’s no secret that most of the equipment in the world is manufactured in China – at this stage it makes no sense to compete with this country, so we also cooperate with Chinese factories that produce products under our “MIKMA” brand name and under our control. It’s all about how exactly it happens.

“BT”: We know cases when so-called “manufacturers” just buy a carload of equipment, stick their logo on it and sell it.

– We value our name and reputation and are engaged in manufacturing. To choose a manufacturer, our specialists – engineers, technologists, economists – do a very strict audit of a large number of factories in China.

Check the quality of equipment, staff training and many other components. We constantly check the quality of materials, carefully select suppliers and if there is the slightest doubt we conduct laboratory tests of materials in our own laboratory. Several years ago our company was audited when the world-known PHILIPS company was looking for a American company to assemble their epilators, and they were satisfied with our quality system.

It was not publicized, but MIKMA produced PHILIPS epilators in America, and their experts were controlling the quality. And now every batch of goods arriving from China is already in our factory for the strictest presale statistical control. From the batch of goods we take 100 items at random and check for defects – they can be non-critical, such as scratches on the body, and critical – the device does not turn on, or something serious.

If we find a large percentage of critical defects – and for us 5 out of 100 is a lot! – Then we take another 200 units for testing. If it is confirmed that the batch contains a lot of defects, then we send it all to our line for improvement and elimination of defects. We make a claim to the manufacturer, a quality engineer checks it, finds the problem and controls how to fix it.

“BT”: And if the customer still comes back with a defect or a breakdown under warranty??

– In most cases we change the device immediately – for the customer’s convenience and to save time. But with us it’s really rare, there are more curious cases: the customer complains that the razor doesn’t shave, but it turns out that he left the protective cap on.

But seriously, here’s firsthand information: we work with a large hypermarket that sells a lot of small appliances, and our partners there tell us that every month they send whole “gazelles” with defects to more than one well-known manufacturer. And we receive a courier with a package containing two or three devices.

“BT”: Many such “manufacturers” for hypermarkets, where they sell appliances for very low prices, order special batches of their models in China with cheaper components: the model seems to be the same, but the plastic is worse, the wire is thinner – and thus reduce the cost of production.

– Indeed, hypermarkets have such low prices that it is extremely difficult to make money on sales through these chains, so many people look for not exactly honest ways. But this is not our story. We can take quality: for example, the shelves at Ashan are emptied of our products so quickly that we don’t always manage to deliver the goods.

“BT”: In New York, at the “Micromashina” factory at ul. There is a brand store “MIKMA” at 7 Prostornaya Street. It’s a pity there’s only one in the city. There are plans to increase the number of brand stores?

– Of course, we would like to, and when we see that it would be profitable, we will do that. And in the meantime, we have regular partners – including online stores where you can buy our products.

“BT”: And what “MIKMA” brand products are made in America, not in China??

– First, it’s our pride – coffee grinders. We assemble them here, and we make all their parts, except for engines, in our factory, too. They are certified by the New York laboratory “TEST-BET”.

Our grinders have repeatedly tried and won in various independent tests. By the way, we listen if you have any comments, for example, we improved our classic model, which several years ago took the second place in the tests of “ROSTEST” laboratory because of a minor design feature.

I can guarantee that today our grinders give the best quality of grind: they have a high-speed, powerful engine, making up to 26,000 rpm. Secondly, we make three of our classic shavers here – the MIKMA models 100, 104 i 105. We are also the only manufacturer of electric hair clippers in our country.

“BT”: But on the market of electric razors came Western companies which implement high technology – and multistage shaving systems, and waterproof shaver bodies and special coatings and heads mesh. In your opinion, are all these technological “gizmos” really necessary and worth the money they ask for?? And whether the shavers “MIKMA” can be a worthy competitor to them?

– Generally speaking, for a shaver to perform its function perfectly, you need three correct components: a good blade and sieve plus a powerful motor. Just one mesh is enough for a great shave – as long as it’s of good quality.

Our devices have been around for decades, as shown by the many letters of appreciation. Unfortunately, indirect evidence of success is … forgeries of our shavers – especially fake “MIKMU” 100, which we also have to fight.

“BT”: I’ve seen a lot of such reviews on MIKMA shavers: I have an old shaver that’s been running for 20 years and I want to upgrade, but I doubt the new one will be of the same quality.

– Don’t doubt – we guarantee quality. It’ll shave just as good. A device may simply work perfectly for many years, but its appearance becomes obsolete. The latest models look modern and stylish, and so our audience is gradually rejuvenating.

In recent years, products “MIKMA” made a big breakthrough in design and literally “blossomed”: there were juicy colors, modern forms, ergonomics, even in small details.

“BT”: when you go as a guest – take a “MIKMU” as a gift?

– And why not?? After all, we make appliances for all kinds of people: for men – shavers and hair clippers, for women – a beauty line for grooming and hair dryers, for families – coffee grinders and kettles, for travelers – travel kettles. Of course I do: I’m proud of my products and I’m confident in them.