ROBOTECH Automation Technology (Suzhou) Co., Ltd. (referred to as “ROBOTECH”) brand originated in Austria. It has international-level intelligent logistics equipment design, development and manufacturing capabilities, and occupies a dominant position in the global mid-to-high-end intelligent logistics service market. In 2014, ROBOTECH took root in China and started the process of localization. And continue to grow in hard work and exploration, and find a new way to find a path of success.
In April 2022, the 8th anniversary of the establishment of ROBOTECH (China) is approaching, and a new brand positioning will be released to build a new pattern with new concepts. Recently, Deng Junting, the founding partner of ROBOTECH China and the director of the First Engineering Technology Center, accepted an exclusive interview with this reporter, reviewed the growth, summed up experience, looked forward to the future, and shared with us ROBOTECH’s growth story and future plans.
Deng Junting, Founding Partner of ROBOTECH China and Director of the First Engineering Technology Center
1. Building the ROBOTECH model and growing
In 2014, ROBOTECH formally invested in the construction of a R&D center and manufacturing base in China, adhering to the development concept of creating high-quality products and high-quality services. With the original intention of “in China, for China, and the world“, it takes the lead in realizing the localized mass production of core logistics equipment mainly based on stacker cranes in China.
In 2014, ROBOTECH formally invested in the construction of a R&D center and manufacturing base in China, persisting in the development concept of creating high-quality products and high-quality services. With the original intention of “in China, for China, and the world”, it takes the lead in realizing the localized mass production of core logistics equipment mainly based on stacker cranes in China. At the same time, it is also the first core equipment supplier to realize “product development – individual customization – product manufacturing – installation and implementation – software integration“.
1988 ROBOTECH Austria
ROBOTECH’s founding team set a high ambition from the first day of business – ‘The first place is far away, but we vow to walk with the champion‘. At the same time, the entire leadership team of ROBOTECH has always persist in a hard-working and pragmatic style. In 2015, the company completed the order to complete delivery of more than 20 pieces of equipment within 69 days. In 2016, the Ningbo Cigarette Factory was about to be put into operation. In the final joint debugging and testing stage of the stacker crane, the debugging personnel formed a tackling team, which worked without sleep for more than 48 hours, and finally completed the delivery ahead of schedule, winning the commendation from the owner. It is through these little efforts that today’s ROBOTECH has been achieved.
In the years that followed, ROBOTECH experienced rapid expansion in the scale of its business and personnel. In 2020, ROBOTECH adopted a new execution model with the formation of four engineering centers. Facts have proved that this organizational model with the engineering technology center as the main body of implementation has effectively improved the efficiency of project execution and customer service.
Aerial view of the new manufacturing base
2. Focus on technology and keep innovating
However, ROBOTECH has always focused on the research and development and manufacturing of stacker crane products. We have launched a variety of dedicated stacker crane models for multiple segments, and worked with industry partners to create intelligent solutions for multiple scenarios. Covering new energy, optical fiber, tobacco, aviation, food and beverage, automobile, medicine, cold chain, 3C, electric power and other industries.
At the beginning of its development, ROBOTECH insisted on taking customer needs as the innovation point, and took “grasping the real needs and development trends of customer scenarios” as the core driving force of the company’s business development. Through seven series of products of panther, zebra, cheetah, bull, giraffe, lion and flying fish, we can meet the needs of customers in a diversified manner.
ROBOTECH’s full range of AS/RS products
At the 2021 Asia International Logistics Technology and Transportation System Exhibition (CeMAT ASIA 2021), ROBOTECH launched a new stacker crane product represented by E-Smart, which integrates virtual commissioning, cloud platform, vision technology, 5G communication and other cutting-edge technologies. Break through the traditional stacker crane system solution with new thinking and technology, and let stacker crane products enter the intelligent era.
New E-Smart Released in 2021
Today, the overall layout of 5G, digitization, intelligence, etc. at the technical level of ROBOTECH has achieved initial results. In order to further improve the timeliness and success rate of project delivery, ROBOTECH is carrying out a comprehensive reform of “speeding up and increasing efficiency”.
3. Reshape the pattern and continue to surpass
E-Smart displayed at the exhibition site
In April 2022, on the occasion of its 8th anniversary, ROBOTECH released a new brand positioning, which includes four parts: mission, vision, values and business philosophy:
● Mission: Achieve smart logistics with advanced technology
● Vision: Committed to becoming a global leader in intelligent logistics technology and equipment
● Values: keep promises, keep improving, surpass yourself
● Business philosophy: in China, for China, and the world
The brand-new brand positioning reflects that ROBOTECH has a clear plan for future development: at the business level, persist in the dual-drive strategy, the first driving force is to focus on manufacturing core logistics equipment and polish products to the extreme; the second driving force It is a provider of comprehensive solutions. In the next 5 to 10 years, ROBOTECH will still aspire to be the most professional manufacturer of warehousing and logistics equipment.
IOT Intelligent Cloud Platform
In the future, ROBOTECH will continue to give full play to its advantages in technology research and development, integrate cloud computing, AIOT and other emerging industrial technologies, and accelerate the iterative upgrade of logistics automation equipment technology and the improvement of product service quality throughout the life cycle.
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Post time: Jul-21-2022
