Industrial robot makers gear up for global expansion

Wider ambition

As latecomers to the sector, Chinese industrial robot makers have advantages and can accelerate their exploration of emerging industries and niche sectors, Wang said. By strategically developing specialized applications, these companies can enhance their market share and brand competitiveness, he added.

Yantai Aitron Robot Technology Co in Shandong province is reaping the rewards of rapid development in the new energy vehicle sector. Its load-carrying robots have achieved international performance standards at lower costs while providing quality interactive coordination services.

"As a result, many domestic NEV manufacturers have started procuring Aitron's products. The 360-kilogram load-carrying robot, in particular, has seen a constant supply shortage due to high demand," said Liu Jie, the company's deputy general manager.

Chinese industrial robot manufacturers are increasingly looking beyond the domestic market. With immense global potential, these companies are capitalizing on export opportunities to increase sales.

According to a report released by the International Federation of Robotics, industrial robot installations in Europe are on the rise. The 27 member states of the European Union installed nearly 72,000 industrial robots in 2022, a 6 percent year-on-year increase, the report said.

For European countries outside the EU, the total number of robot installations reached 84,000, a 3 percent increase on the previous year.

As early as 2007, Siasun began exporting its robot products. Today, the company's products are exported to over 40 countries and regions worldwide and are used by more than 4,000 companies, said Siasun's president, Zhang Jin.

Siasun is accelerating its international expansion. The company has established overseas subsidiaries and regional centers in Singapore, Thailand, Malaysia, Germany, and other locations, Zhang said.

This year, the company plans to further expand its global footprint by establishing a new overseas service center in Stuttgart, Germany, along with an overseas engineering service team, to enhance the performance of its local operations and better comprehend the needs of local consumers, Zhang said.

Challenges ahead

Despite these efforts by Chinese industrial robot companies, there are still several factors constraining their expansion into overseas markets.

Chinese industrial robots still lack sophistication in the high-end segment of the market, according to some experts.

International robotic giants integrate their products with the industrial internet, artificial intelligence, cloud computing, and the internet of things, to enhance the intelligence and capabilities of their products, said Huang Tian, a robotics expert at Tianjin University.

Establishing strong global sales and distribution networks is also crucial to improving brand recognition and expanding market reach. Learning from successful international brands, Chinese companies should invest in building a robust and efficient sales system that can penetrate and serve different overseas markets, Huang said.

This includes setting up partnerships with local companies that have established integration and distribution links, as well as providing comprehensive training and support to ensure customer satisfaction, he added.

By combining cost-effective products and customized solutions, domestic companies can provide good value that competes with international brands. This strategy not only aids market penetration but also fosters long-term customer relationships and loyalty, Huang said.