Industrial robots, selling products is not as good as selling solutions

On the market of industrial robots, China is undoubtedly a No.1, but in the face of the menacing transnational giants, local enterprises can share a few cups of soup? In recently held the third session of the Senior Engineers Robot Summit Forum, the domestic robot's outlet becomes the focal point. Siasun Robot president Qutauqui that the robot enterprises do not need to seek great perfection, if unable to face competition, may wish to combine their own advantages in the market segments breakthrough. Wang, investment director of Guangzhou Haitong Investment Management Company, further suggests that the model of simply selling robots is not much more competitive, and that it is more valuable to provide the whole solution to customers.

Selling products is not as good as selling solutions

Robot four families covet the Chinese market this cake has been long. It is understood that ABB, Kuka, and Yaskawa and the headquarters, factories, research and Development Center in China, to achieve research and development, production, manufacturing and sales integration. In Qutauqui's view, the four big families have some capital strength, can be used to seize the source of low-cost, or even cheaper than the cost of domestic robots, so, how to deal with local enterprises? "Not all enterprises have a higher than the comprehensive strength of foreign companies, but also in other market segmentation look for opportunities." "He said to the South reporters.

What are the potential market segments? Wang analysis, the most widely used industrial robot is still the automobile manufacturing industry, but can not be ignored, home appliances, 3C and other industries to the demand for robots is increasing, which left a lot of space for local enterprises.

"But if businesses are simply selling robots, it's still hard to stand out, unless they can go deep into the industry and offer solutions." Wang told the south reporters, industry has been considered to do downstream integration is lack of competitiveness, and haitong investment just a few years ago to invest in a robot to do integration, it is a fancy in the professional solution of the ability, the difference is that the customer if the sporadic use of several robots, it is only a partial optimization of production efficiency, And if the rise of the solution level, the enterprise must be familiar with the needs of the industry, know how to systematically improve the overall operational efficiency of the production plant.

This idea coincides with the development and production of AGV robot. Chen, co-founder and vice president of marketing, said to reporters at the south, the beginning of the time is to start from a simple product, but the next embodiment of the competition threshold depends on the solution, after several years of grinding, now they can help customers design and complete the whole Plant Intelligent Logistics distribution system, the peers can do is not much.

Providing a holistic solution means that the customer needs a one-time commitment. In this regard, the industry has proposed to reduce the cost of small and medium-sized manufacturing enterprises by leasing mode, in other words, the demand side does not have to buy the ownership of the equipment, like the recruitment of workers to pay the right to use the cost of the same time, in order to rent more in the season, to the off-season South all reporters learned that Shenzhen has a number of robotic enterprises to test water leasing business, this model can be widely promoted? Wang that general-purpose robots can rent, such as palletizing robots, but tend to do a relatively simple job, and to meet the specific needs of customers dedicated robots, or sales of the way to fit.

It's better to shut down than to consolidate resources

From the start to the track, the high investment of the robot enterprises have to endure less than five or six years, which test the capital strength. The Industrial Research Institute of Advanced Engineers set up the senior Engineer industry fund two years ago, it is learned that the main choice of excellent fund investment, to emerging industries as investment targets, the shareholders 3-5 projects each year into the fund.

Zhangxiaofei, chairman of Senior Engineer Robotics Institute, said they are in front for the technology innovation and model innovation of the robot enterprises to the welcome vote, after some cultivation, and then to develop a good project to match the acquirer, in addition, the senior engineer will directly help the listed robot companies, in the existing enterprises look for the right purchase target. In his view, mergers and acquisitions are the best way out of the Giants, as is the case with foreign countries, and for the acquisition of a party, the return on money is also a motivation to encourage innovation.

Qutauqui also agreed that robot companies are no longer the same as in the past closed doors to their own tinkering, integration of resources to rapidly expand the scale. He judged that the current stage of robotics enterprises, either mergers or acquisitions. As for the choice of the object of acquisition, Qutauqui frankly only look at both ends, one is to do on the scale of large enterprises, the income capsule in the future to consolidate their market position, the other end of the original and even subversive technology enterprises, the size of the company is not a factor. "Enterprises have a long plate, our focus on the long-term board, such as research and development innovation, and the improvement of the short board depends more on the industrial chain of cooperation." "He said to the South reporters.

(Responsible editor: Mengyishan)