Low priceRobot"Cluster"
Domestic robot companies are stirring up thousands of waves with low-cost "shopping. At the end of 2017, the six-axis robot 28500 yuan bare metal price introduced by Bronte made words such as "low price competition" and "price war" into key words in 2018. Huanyan Robot, known as the "king of cost performance", revealed in early July that its first cooperative robot with full RV reducer configuration, with an ex-factory price of 39800 yuan, "buy ten get five free" during the scheduled period ". Juyou Light Machine adheres to the "concept" of "no minimum, only lower", and the SCARA robot, which is priced at 19900 yuan, will reappear in the "Jianghu" this year ".
In addition to traditionIndustrial RobotsAnd collaborative robots, the domestic AGV industry is no exception. Based on different walking modes, transfer modes, charging modes, loads, navigation modes, etc., domestic AGV prices generally range from more than 100,000 to more than 1 million, but now some enterprises have sold AGV prices within 30000. It is foreseeable that more and more manufacturers will join the ranks of low-price competition, whether it is an established company that launches explosive products, or a new entrant that quickly attracts market attention with "low prices" when the products are not verified by the market. "People do businesses with low prices!" Now it seems that the "low price competition" is more terrible than the "collapse tide". Price is a double-edged sword, that can hurt people, but also hurt themselves. Irrational price wars are usually tantamount to the end of the same.
1. self-exhausted
Low price competition means that enterprises will not have sufficient funds to invest in R & D, design, manufacturing and service. Without R & D and design, enterprises will lose their competitiveness in the key links of the industrial chain, thus affecting the final quality of robots.
2. starve to death peers
The low profit brought by the low price can not make the product move to a higher end of the market, can only be used in handling, palletizing, loading and unloading, stamping and other relatively low-end areas. Statistics show that at present, the market share of domestic industrial robots is less than 30%, and the remaining share of more than 70% is mostly the middle and high-end market, which is also the market occupied by foreign robots.
3. Downstream of Pit Death
After comparing goods with three, we will eventually choose products with good quality and low price. The key problem is that when customers are unable to identify the quality of products, sellers operate without a bottom line, and bad money drives out good money and disrupts the market. When end users are unable to obtain high quality good products in domestic robot enterprises, they will be more inclined to use foreign brand products, thus causing domestic enterprises to lose the competitiveness of future strategies.
Low price competition ≠ price war, rely on products to speak, win the price war!
In fact, the scale of the robot industry is expanding, and the upstream procurement cost is also declining. When the industry develops to a certain stage, it will fight for prices. This is a common business law.
Some people say that the price is a "chicken blood" to quickly occupy the market. In the early stage, a large number of shipments at low prices will occupy the market, and then make money through other means. Finally, the market will be held by quality and service. But in the context of a vicious price war, which can support high-quality after-sales service and continuous innovation of profits?!
Many people criticize domestic robots as "cheap and not good"! However, aren't some domestic customers who only pay attention to price but not quality? If only the cost of materials is counted, the manufacturer will reduce the price. Have you increased the R & D cost, labor cost and management cost? Do you want after-sales service? Do you want quality assurance? The premise of high-quality service is profit. Profit space Kowey squeezed, but it can not disappear. Otherwise, service will disappear together with profit.
In the game of price war, excellent products are more effective than any marketing means. Robot is a multi-disciplinary integrated technology, no matter how big the enterprise is, it is difficult to finish all the things or all in their own hands. What enterprises really need is to be able to do the best in a single field. When a customer compares your product to a low-priced competitor, you can confidently tell him the reason for your high price.
We all talk about the wind, but the wind always stops. Really calm down to research, develop, do things, and have technology precipitation. Only in this way can our domestic robots have a good, even very big development.
(transferred from the robot network)
