1, gathered in China's foreign brands
In 2002, the Machinery Industry Information Research Institute of Industry and Market Research Institute of Market Research Department with the help of the relevant media carried out a large-scale survey of frequency converter users, which carried out a special survey of the brand. Survey results show that the top 10 brands, in addition to a domestic brand, the rest are foreign brands. Japanese brands accounted for six seats, respectively, Fuji, Mitsubishi, Yaskawa, Omron, Panasonic and Hitachi. European and American brands Siemens, ABB, Schneider in the top 10, of which Siemens topped the top 10 list.
(1) Japanese brand advantage is obvious
Japanese inverter into China relatively early, the initial Japanese brand inverter occupies an absolutely large share of the Chinese inverter market. Relevant information shows that in the 1980s, only Fuji, Mitsubishi two occupy more than 90% of the Chinese inverter market at that time. Along with Europe and the United States well-known inverter brand into the Chinese market, the Japanese inverter in the Chinese market dominance is threatened. 2000, China's market size of about 2.6 billion yuan, of which Japan's Fuji, Mitsubishi, as well as Yasukawa, such as the main brand cumulative sales revenue of 980 million yuan, the market share of 37.4%, and the early two accounted for 90% compared to the obvious decline. Fuji inverter, for example, in 1996 exclusively occupy 50% of the Chinese market in 1999 fell to less than 30% in 2000 fell further to 20% in 2001, its market share of 19%. In spite of this, the Japanese brand inverter in the Chinese market is still obvious advantages.
(2) Europe and the United States brand development of strong
Europe and the United States brand inverter growing rapidly. Europe and the United States companies entered the Chinese market relatively late, but the product grade is relatively high, large capacity, the price is also relatively high, and its market share rose very quickly. 2000, ABB, Siemens, Delta, Lenze in China's cumulative sales revenue of 800 million yuan, the market share of about 30%. Siemens, in 1999, its general-purpose, engineering and specialized inverter growth rate of 140%, 40% and 30% respectively. 2000, Siemens has been from the domestic inverter market to achieve a share of nearly 8%. According to the sales situation in 2000, the sales of European and American manufacturers are between about 200 million yuan, and the potential for further rise is relatively large. 2001, European and American brands continue to rise in market share. aBB's market share grew from 9.5% in 2000 to 13% in 2001. Siemens grew from 7.6% in 2000 to 11% in 2001.
From the point of view of the market product composition, high-power accounted for 5-10% of the market share, small and medium power accounted for 90-95%. European and American brands of inverters are mostly concentrated in high-power inverters, 20KW or more inverters are basically monopolized by Germany Siemens, the United States AB, GE, Robincon, ABB and so on. And 85% of small and medium capacity inverter for the occupation of Japanese products, such as Fuji, Yaskawa, three Ken, Hitachi, Toshiba, Mitsubishi, Panasonic and so on. Seize the market, the strength of the brand each show their ability.
1), Siemens - weakening agent, focusing on the development of OEM as well as engineering cooperation and other marketing
Siemens is the domestic enterprises to choose more brands. Siemens inverter into the Chinese market later, but its fastest growth rate. 2000 sales revenue of more than 200 million yuan. Market share reached 7.6%. Siemens inverter is mainly divided into general-purpose, engineering and specialized 3 categories. Initially Siemens mainly rely on its engineering products and specialized products to occupy the market, has gradually developed to general-purpose products to occupy a certain market share.
Siemens inverter marketing to launch new products fast. Siemens products are generally not more than 5 years update cycle. Its products can meet the special requirements of different users. Its 4th generation standard series inverter with high technological content is attractive to customers in terms of price, drive solutions, etc., and its market share in Europe is 15%, ranking No.1.
Siemens A&D China's sales organization includes five sales regions and 21 representative offices, and its product range includes standard products for manufacturing and processing industries, electrical installation technology and customized solutions for systems and industries. The product range includes standard products for manufacturing and processing industries, electrical installation technology and customized solutions for systems and industries. Among them, the main approaches for inverter products are agency, OEM and engineering cooperation. Agents play a pivotal role in Siemens sales, but Siemens will gradually weaken the agency system in the future marketing approach, and focus on the development of OEM users and engineering project cooperation.
2), Fuji - regional agents, industry agents, always agent
Fuji inverter is the earliest to enter China, for more than a decade has been to maintain the leading position in the Chinese market. Fuji inverter once occupied 50% to 70% of the market share in China. 2000 China market sales amounted to 500 million yuan, market share of 19.1%.
Fuji's inverter category is relatively complete, mainly used in industrial general equipment (fans, pumps, etc.), vector control drives, industrial machine tools with spindle drive system, as well as simple, miniaturized and elevator special inverter.
Fuji Electric's development strategy in China focuses on product technology development, quality assurance and technical support. Its inverters are characterized by the use of a number of advanced technologies in the area of anti-frizziness, which has an advantage in capturing the market. Its disadvantage is not enough investment in the construction of marketing network. Its market share in China has a tendency to shrink gradually. Unlike Siemens, its sales method is mainly agency, and there are 2 kinds of agency methods, one is regional agency and the other is industry agency.
3), ABB - does not authorize any one agent exclusive agent or general agent, the right of a first-class agent
Beijing ABB Electric Drive Systems Co., Ltd. is the only production base and sales window of ABB drive products in China, specializing in the production of inverters and electrical drives, products For motor speed control from 0.12kW to 5600kW, applied to conveyor belts, extruders, elevators and fans, pumps loads. Daily output is up to 70 units or more, annual output of more than 150,000 units, to achieve sales revenue of more than 250 million yuan, per capita labor productivity of 3,125,000 yuan / person.ABB products with high technical content, the price is relatively high.2000 ABB sales of more than 150,000 units of frequency converters, to achieve sales revenue of more than 250 million yuan, the average price of a single unit in about 1700 yuan.
ABB has 16 distributors in 8 cities of Beijing, Guangzhou, Hangzhou, Harbin, Qingdao, Xi'an, Shanghai and Chengdu in mainland China. And China is divided into 3 parts by region: South, North and Central, in order to realize the balanced development of sales area. At present, ABB's sales in general are still mainly based on distribution, supplemented by direct sales, with little OEM approach. The company only does system and large project support work, the daily sales by the agent to complete.
Unlike other manufacturers, ABB does not authorize any one agent exclusive agent or general agent, the right of a first-class agent, for each agent to take the same policy and treatment. Agents in conflict by the company to coordinate and resolve. As ABB has established a good working relationship with the agents, to maximize the agents to ensure the maximum benefit.
4), Mitsubishi - focus on the development of the agent marketing approach, and has a prize agent
Mitsubishi Automation (Shanghai) Ltd. is responsible for the development of China's business. Mitsubishi products are notable features are versatile, full-featured, it is small power economy and general-purpose products, power in 0.4 ~ 900kW. mitsubishi's general-purpose frequency converter in the textile and printing machinery industry has been more successful.
For general-purpose products, Mitsubishi adopts an agency approach and issues sales targets to each agent every year, with incentives based on completion. At present, the company has established offices in Beijing, Shenzhen and Chengdu, responsible for inverter sales promotion. In the future, Mitsubishi's operational focus is to construct a strong sales and service network, which includes the gradual establishment of offices in major cities, and in all important cities to appoint agents, through the agents will be the products and services promoted to local customers.
Guided by the operational strategy of targeting individual projects or industries, the Company has set up a project department to provide business solutions for individual projects and to explore how to combine or design suitable system products to provide complementary solutions for different customers, so as to realize the promotion of the products through direct sales.
5), Yaskawa - product lock industry, agency marketing rather than lack of rotten
Shanghai Yaskawa Tongji Electromechanical Co., Ltd. is committed to Yaskawa frequency converter and servo in China to promote the application of the company's sales of 150 million yuan in 1999, in 2000 reached 200 million yuan. At present, more than 60% of the domestic elevator frequency converter and 90% of the crane frequency converter market application of the company's products, and Yaskawa brand in the domestic share of about 7%.
Yaskawa's users are mainly concentrated in the elevator and chemical fiber machinery industry. Elevator industry is the first industry that Yaskawa cut into after entering China, at present, 1/3 of Yaskawa's users are about elevator industry. Recently, YASKAWA has launched the 400V class 676GL5-JR vector control inverter for elevators, with a capacity of up to 4.5kw~30kw.