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The competition in the robot system integration market is fierce. Where should our company go?
At present, most of the domestic robot manufacturers are concentrated in this business. The fierce competition from the perspective of the industry chain, the robot body (unit) is the basis for the development of the robot industry, and downstream system integration is the key to the commercialization of the robot, large-scale popularization. Only robotic bare metal can't complete any work and needs to be integrated by the system before it can be used by end customers. The solution of the system integration solution is based on the downstream application of the robot industry chain. It provides application solutions for end customers. It is responsible for the development and integration of industrial robot software systems and is an important component of industrial robots' automatic operations. In China, system integrators mostly purchase robots from abroad, and according to the needs of different industries or customers, formulate solutions that meet the needs of production.
Similar to the United States, robotics companies concentrate on robot system integration. In the industrialization process of industrial robots, the world has developed three different development models: the Japanese model, the European model, and the American model. At present, the mode of industrialization of industrial robots in China is similar to that of the United States. That is, fewer robots are produced by themselves, and many companies focus on the integration of robot systems. The reason is that the core technology of key parts of industrial robots is mainly in the hands of several international giants, and the production cost of robots is too high.
It is not easy for system integration to be large-scale. The working mode of the system integration enterprise is non-standardized, from the sales personnel take the order to the project engineer to carry on the plan design according to the order request, then installs the debugging personnel to the customer site to carry on the installation debugging, finally delivers to the customer use, the project of different professions will have its Specificity, it is difficult to completely replicate. If you focus on a certain area, you can get higher industry barriers, but this barrier also makes it difficult for system integration companies to expand across industries, and its scale is also difficult to increase.
Despite many obstacles, a number of leaders in the system integration industry have emerged in recent years. International robot system integration companies mainly include KUKA, ABB, Fanuc, Coma, and Muse. Domestic listed companies involved in downstream integrated applications include Xinsong Robot, Boss, Tianqi, Guangzhou CNC, and Eston, among which Xinsong is the largest system integrator in China, mainly engaged in industrial robots and automated equipment. System development, manufacturing. The new three board companies include Bronte, Linkman, and Topstar.
Robot system integration
1. Robot industrialization model
The industrial robot system integrator is at the downstream application end of the industrial chain of the robot and provides application solutions for end customers. It is responsible for the secondary development of industrial robots and the integration of peripheral automation equipment. It is an important component of industrial robot automation applications. Only the robot body can not complete any work, and it needs to be integrated by the system before it can be used by the end customer.
Compared to the robot body supplier, the robot system integration supplier must also have product design capabilities, process understanding of end-user application requirements, and related project experience, and provide standardized and personalized complete sets of equipment that can be adapted to various application fields. From the perspective of the industrial chain, the robot body (unit) is the basis for the development of the robot industry, and the integration of downstream systems is the key to commercialization and large-scale popularization of robots. Ontology products have certain monopoly due to high technical barriers, strong bargaining power, and high gross profit. However, the barriers to system integration are relatively low, and the bargaining power with upstream and downstream is weak. The level of gross profit is not high, but its market size is much larger than that of the ontology market.
At present, most domestic robot companies are system integrators. According to international experience, the development of the domestic robot industry is closer to the US model, that is, system integration is the main method, and unit products are purchased or rebranded to provide customers with turnkey projects. Compared with the suppliers of the unit products, the system integrators must also have product design capabilities and project experience, and on the basis of a deep understanding of the user industry, provide standardized and personalized complete sets of equipment that can adapt to various application fields.
The Chinese robot market has a low basis and a large market. It is more feasible for the Chinese robot industrialization model to adopt the division of labor mode from the integration to the mature stage. That is, the American model (integration)-Japan model (core technology)-Germany model (work division cooperation).
2. Industrial robot integration industry application direction
The robot body is the center of system integration and must be combined with industry applications. System integration is the secondary development of the robot body. The performance of the robot body determines the level of system integration. The international brand understands the ontology and knows more clearly how to integrate it to fully realize the function to meet the customer's needs. Therefore, system integration is still centered on international brands, and the market size is based on industries such as automotive, 3C electronics, metal processing, and logistics, which require high technology and high degree of automation, to rank in industries with low technical requirements and low automation.
Machine Integration Industry Status
Robot system integrators, as the main force in the Chinese robot market, are generally small in scale, have low annual output value and face strong competitive pressure. According to GGII's data, as of September 2014, there were 428 Chinese robotics-related companies, of which system integrators accounted for 88%, and from the relevant market data, at present, the scale of domestic integrators is not large, sales revenue 1 Companies with less than 100 million yuan account for the majority, and those who can achieve 50 billion yuan are the best in the industry. There are only a handful of countries with more than 100 million yuan in the country.
General industry refers to non-automotive industries. At present, the degree of automation in the automotive industry is relatively high and the supplier system is relatively stable. The demand for automation of general industry is relatively strong. Global industrial robot integration has the highest percentage of “handling†from the application perspective. Of the global industrial robot sales, half are used for handling applications. In handling applications, it can be divided into picking and packing, injection and picking, and loading and unloading of machine tools according to different application scenarios. According to the application, the top three applications are 50% handling, 28% welding, and 9% assembly.
At this stage, the integration of industrial robot systems has the following features:
1) can not bulk copy
System integration projects are non-standardized. Each project is different and cannot be 100% duplicated, so it is difficult to scale. The scale can generally be copied, such as the development of a product, after the setting is rarely changed, each model is the same product, through production and sales can be a large number of copies on the scale. Moreover, due to the need for capital, integrators usually have to consider the number and scale of projects that are implemented simultaneously.
2) To be familiar with related industry processes
Since the robot integration is a secondary development product, it needs to be familiar with the downstream industry's processes, and to complete the reprogramming, deployment and other work. Domestic system integrators, if they focus on a certain area, can usually obtain higher industry barriers, and there is no problem in survival. However, due to industry barriers, it is difficult to achieve cross-industry expansion of business, and mergers and acquisitions do not work, so it is difficult to scale up. . The robot system integrator is supposed to be small, and at present, the scale of domestic integrators is not large.
3) Need professional talent
The core competencies of system integrators are talents. Among them, the most important are sales personnel, project engineers, and on-site installation and commissioning personnel. Sales personnel are responsible for obtaining orders. Project engineers plan design according to order requirements, and installation and commissioning personnel go to the customer site for installation. Commissioning and ultimately delivery to customers. Almost every project is non-standard and cannot be simply copied.
System integrators are actually light-asset-order engineering service providers. The core assets are sales personnel, project engineers, and installation and commissioning personnel. Therefore, it is difficult for system integrators to expand their scale through mergers and acquisitions.
4) need to advance funds
Payment for system integration usually adopts the method of "361" or "3331", that is, after the drawings pass the audit, they get 30%, after delivery they get 30%, after installation and commissioning, they get 30%, and finally 10% of the warranty money. According to such a payment process, system integrators usually need to be funded.
In general, integrator financial pressure will not be too great, but if several projects are carried out at the same time, or if the amount of a single project is too large, there will be financial pressure. After all, many integrators are also outsourcing, and they need to pay suppliers. The purchased parts are cash on delivery.
In short, as the price of hardware products has been declining year by year and profits have become thinner and thinner, the sales model of hardware products driven by the project alone has become a thing of the past. At the same time, there are more and more barriers to entry in basic applications such as handling, palletizing, and sorting. Low, competition is even more intense. With weak upstream and downstream bargaining power, the level of gross profit is not high, but its market size is far greater than the bulk market.
System Integrator Future Direction
1) Extending from the automotive industry to the general industry
China's integration business in other industries outside the automotive industry is rapidly increasing. Sales from various areas of robots can be seen as changes in the distribution of system integration services. At this stage, the automotive industry is the largest application market for domestic industrial robots. With the increasing acceptance of robotic products in the market, robotics applications are extending from the automotive industry to the general industry.
The hot spots and breakthroughs in the application market of robotics integration in general industry in China are mainly in 3C electronics, metals, food and beverage and other market segments. China's system integrators can also gradually change from easy to difficult, grasp the different needs of domestic robots in different industries and complete professional technical accumulation.
2) The future trend is the industry segmentation
The future of robot integration is the industry segmentation. Experts who have a deep understanding of the process of an industry will have the opportunity to provide modularization and functionalization of the robot's integration and then provide it as a standard device. Since the process is a threshold, the industry process that the same company can master must be limited to only one or a few industries, that is, the industry must be subdivided.
In Suzhou alone, there are more than 200 companies engaged in the integration of automation systems, compared with less than 30 companies 4-5 years ago. As system integration projects in the industry outside of the automotive industry are increasing, the increase in the number of subdivisions will increase the number of system integrators. It can be predicted that the industry concentration will be further reduced in the next few years. With reference to foreign experience, system integrators who possess core competencies in the future and are able to refine their industry-specific integrated services such as 3C will stand out and scale to billions.
3) The degree of standardization will continue to increase
Another trend of system integration is that the degree of standardization of the project will continue to increase, which will facilitate the integration of the company's scale. If the system integration is only the robot body is standard, the overall project standardization degree is only 30%-50%. Now many integrators are promoting the standardization of the robot body adding process, and the standardization degree of future system integration projects is expected to reach about 75%.
4) The future direction of the smart factory
The wisdom factory is a new stage in the development of modern factory information. The core of the smart factory is digital. Informatization and digitization will go through all aspects of production, from the design to the production of manufacturing to reduce the uncertainty, thereby shortening the conversion time from product design to production, and improve product reliability and success rate.
The future of the system integrator's business is toward the direction of a smart factory or a digital factory. In the future, not only the integration of hardware devices, but also the integration of top-level architecture design and software. Xinsong Robot’s recent increase in orders for digital factories fully demonstrates this trend.
5) Integration trend is hard to resist
The trend of integration is hard to resist. It is difficult for ordinary robot system integrators to grow big, and the revenue reaches 100 million or so will face the development bottleneck. In the process of industrial integration in the future, technology is the threshold. Being able to develop in depth in a certain industry, mastering customers and channels, and having the bargaining power of the upstream ontology manufacturers can become solutions or standard equipment suppliers in the future development.
In 2015, there will be 5,000 Chinese robot-related companies. The current low-end applications are particularly fierce. The vicious competition caused by competitive price cuts has become increasingly fierce. It is expected that the integration of the entire robot integration industry will soon be ushered in.
Robot system integration market is fiercely competitive
At present, the robot system integration market is fiercely competitive. According to international experience, the development of the domestic robot industry is closer to the US model, that is, system integration is the main method, and unit products are purchased or rebranded to provide customers with turnkey projects. Faced with such fierce competition, where should our industrial robotics company go?