Traditional large companies have entered the robot market one after another

Under the boom of robot development, industrial parks have emerged throughout the country, and equipment manufacturing companies have turned to robot production. Many traditional manufacturing companies represented by Gree and Midea Group, in order to cope with the impact of rising labor costs, have invariably invested in the purchase or self-developed intelligent equipment for “machine substitution” and have invested heavily in the robot market for development.

Chinese robotics experts proceed from the application environment and classify robots into two categories: industrial robots and special robots. The so-called industrial robot is a multi-joint robot or multi-degree-of-freedom robot that faces the industrial field. Special robots are advanced robots other than industrial robots that are used in non-manufacturing industries and serve humans. These include: service robots, underwater robots, entertainment robots, military robots, agricultural robots, and robotized machines. In the special robots, some branches have developed rapidly and there is a trend of independent systems, such as service robots, underwater robots, military robots, and micro-manipulators.

The "2016-2020 China Robotics Investment Analysis and Forecast Report" pointed out that the industrial chain of the robot industry can be divided into five parts: R&D, spare parts production, robotic monomer manufacturing, system integration, and after-sales service.

The single robot, system integration, and after-sales service are components of the entire life cycle of the robot in production, sales, maintenance, and elimination. Through research, it has been found that the robot's monomer, system integration, and after-sales service share the profits of a robot's entire life cycle. According to international practice, the gross profit margin of a robot's entire life cycle is about 60%, making it a truly high-end equipment. Among them, monomer, integration, and services each account for one third. Therefore, the longer the industrial chain covered, the stronger the profitability. Therefore, if robot manufacturers only cover the integrated industry chain length, then the gross margin is only 20%.

China's robot industry competition

(I) Traditional large companies have come into the market one after another

At the Zhuhai International Convention and Exhibition Center on August 22, 2015, two lions, one red, one yellow, and one gilded with a lion dance similar to the common lion dance in Foshan, danced swiftly in the soundtrack. Symmetrically, each action is exactly the same, and when it is over, the lion retreats. This pair of lions uses two abb robots worth more than 500,000 yuan, and they are transformed into hundreds of thousands of yuan.

The company that spent more than one million yuan to produce this lion dance is Foshan Lixun. This robotic company is actually a small domestic celebrity. It is an industrial robot application system integrator and a high-tech enterprise that produces industrial intelligent equipment.

Li Xunda has established a strategic partnership with Swiss abb robot company and Italian comau robot company. Li Xunda produced a complete set of robots that can automatically polish irregular irregular objects such as guitars and golf club heads. The first session of the Pearl River Bank of China's advanced equipment manufacturing industry investment and trade fair (hereinafter referred to as "Qianghui Hui"), enterprises still choose the lion dance as the most common folk symbol in the celebration of the wedding in Lingnan to express their own ethos.

The China Investment Advisor's “2016-2020 China's Robot Industry Investment Analysis and Prospects Forecast Report” pointed out that the robot is accompanied by the manufacturing industry in the immediate transformation needs in recent years and has paid attention to the public opinion in China. It has been replaced by the labor force and promoted. There are great expectations of manufacturing industry and even industrial level. What is known as the term robot itself is that the robot market is a monopoly of the world's four giants, domestic robot technology content is not high, the cost of use and maintenance costs double the status of the higher industries.

Under the upsurge, robot industry parks have emerged throughout the country, and equipment manufacturing companies have turned to robot production. Manufacturers have expressed their desire to introduce "machine substitutions." Many traditional manufacturing companies represented by Gree and Midea Group, in response to the impact of rising labor costs, all invariably invested in the purchase or self-developed intelligent equipment to “machine change”. The difference is that SMEs usually have the ability to buy, while large companies have the ability to do research and development. Regional benchmarking companies like Gree and Midea often go further under the guidance of the government: huge investment to seek a share in the market.

The giant robot market cake brought about by China's manufacturing upgrades, and the international robot giants walking in front of them will naturally not be ignored. The introduction of large-scale project upgrade technology, “market-for-technology” and “subsidy-for-machine-for-substitution” as the first-and-foreign two-way subsidy policy have all poured hot oil for the robotics industry – four major families (ABB Switzerland, Japan FANUC The company, Japan's Yaskawa Electric, and Germany's KUKA Robot came to the fore, and other giants joined. In the first district of six cities in Zhuxi, almost everyone is familiar with the “four big families”, whether it is companies engaged in equipment manufacturing or local officials.

However, due to the lack of core technologies and profitability to be improved, in 2015, several listed companies’ robot acquisition plans have appeared “abortion”. Many robotics companies are still difficult to survive without government subsidies.

Taking Shunde, a developed robot industry, as an example, in the first half of 2015, Yaskawa Electric invested RMB 1 billion in cooperation with Midea to develop a motor robot project, Swiss ABB and Lixun to carry out technical cooperation, and German KUKA in the Sino-German Industrial Service Zone construction project. The center, Kawasaki Heavy Industries of Japan and Longshen cooperated to establish a robot training center. The entry of international robot giants has also led to the settlement of more than 10 robotic projects such as Kekada high-voltage line robots. With many robotic projects settled, there were 57 industrial enterprises above designated size in Shunde in the first half of the year to promote robot applications.

(II) Increased investment by enterprises

On August 4, 2015, Midea announced its robotics strategy and established a joint venture with Yaskawa Electric of Japan to establish two subsidiaries. The two subsidiaries are for industrial robots and service robots.

Among them, the Industrial Robot Co., Ltd. of Anchuan, Guangdong, with a total investment of 200 million yuan, registered capital of 100 million yuan, Midea's cash contribution of 49% of the registered capital, Guangdong Midea Yaskawa Service Robot Co., Ltd., total investment of 200 million yuan, registered capital 1 Billion, Midea's cash contribution accounted for 60.1% of registered capital.

On the same day, Gree’s delegation to the first press and trade conference of the Advanced Equipment Manufacturing Industry Investment and Trade Fair in the Pearl River Delta opened a visit to the automated production workshop and publicly announced the latest progress of its own R&D robots. Gree can lead the world in equipment manufacturing within five years.

In the stamping automation line of the sheet metal spraying plant, a row of orange-colored six-axis robots are arranged neatly, and they are flexing their arms to grasp the parts. These six-axis robots are from the Swiss ABB Group, but this production line consisting of robots and related equipment was designed and developed by Gree. The robot body is purchased from outside, but the core content of the entire integration program is Gree himself.

Since Gree implemented the "machine substitution" in 2011, it has successively established automated research and production departments such as the Automation Office, the Institute of Automation Technology, and the Automation Equipment Manufacturing Department, which have approximately 2,000 production and research personnel. Gree must achieve world-leading level of equipment manufacturing within five years.

At present, Gree has independently developed nearly 100 kinds of automation products, covering more than 10 fields such as industrial robots, smart AGVs, injection robots, large-scale automated lines, and more than 20 design patents. As of December 31, 2014, the automation equipment manufacturing department cumulatively produced 1,660 sets of equipment and 1,482 sets of tooling.

Regardless of Gree or the United States, entering the robotics industry is obviously seeing a huge market in the industry.

According to the International Robot Federation (IFR) data, in 2013 China's industrial robots sold 37,000 units to become the world's largest market. In 2014, domestic industrial robots sold 56,000 units, an increase of 51% year-on-year. Calculated according to the density of 10,000 industrial robots, the total demand of China in the field of industrial robots will reach nearly 3 million units in the future.

Shunde's "South China Institute of Intelligent Robot Innovation", the United States is the initiator of the company, it also established a registered capital of 1 billion yuan in the development of a fully-owned subsidiary of the robot industry.

(c) All four families have landed

Local officials in the first district of the six cities in Zhuxi City are familiar with the “Four Big Family”. Officials from Zhuhai, Foshan, Shunde and other places talked about robots being more professional in their operations. Under the background of the “China Made 2025” hot and the pressure of industrial upgrading and transformation continued to increase, local governments are accelerating the implementation of the “machine substitution” plan.

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