Introduction: Recently, ROBO Technologies Automation (Suzhou) Co., Ltd. was visited by high-tech robots, a service platform focusing on industrial robots, high-end equipment, and intelligent manufacturing. The managing director, Mr. Tang Shuzhe, was interviewed on behalf of the company, shared and answered the topic of "market trends and development strategies in recent years". Edited by Gezhe from the editorial department of High-tech Robos as follows:

ROBOTECH brand was established in Dornbirn, Austria in 1988, as a typical European “small and exquisite” enterprise, ROBOTECH is always concentrating on producing and manufacturing of automated stereoscopic warehouse core equipment, as well as providing clients with a full range of total solutions. Since landing in China in 2014, ROBOTECH has rapidly expanded the market with advanced core logistics equipment, and its business covers multiple industries such as fiber optics, tobacco, aviation, foods, automobiles, pharmaceuticals, new energy, cold chains, 3C, powers, aircraft, etc., industries. 

It is known that ROBOTECH has realized up more than 40% from last year on order and projects delivery in the first half of 2021. It’s the four advantages: brand, product, market, supply chain which accumulating in the long-term development lay the foundation of ROBOTECH rapid development in China even globally market.
（1）Brand Advantage

After more than 30 years of accumulation, ROBOTECH sticks to its original heart, focusing on the optimization and upgrading of intelligent warehousing and core equipment, and empowering more than 100 sub-industry users to carry out the digital transformation of logistics scenarios. Its business covers more than 20 countries around the world and has accumulated good customer reputation and brand credibility. In the past 30 years, it has successively won honors such as Jiangsu Province High-tech Enterprise, Jiangsu Province Integration of Industrialization and Industrialization and Standardization Enterprise, Jiangsu Province's first (set) of major equipment and key components, and Suzhou Leading Talent Enterprise.
（2）Product advantages

The core technology originated in Europe. After years of tempering in the Chinese market, ROBOTECH products have both stable and reliable product quality and cost-effective advantages. At present, ROBOTECH has established R&D centers in Suzhou, Xiamen, and Austria. The company’s R&D and engineering and technical personnel ratio exceeds 50%. It has 66 valid patents and software copyrights, including 4 invention patents and 50 utility model patents, 12 software copyrights. In order to meet the needs of different industries, ROBOTECH has developed seven series of models of "Panther, Zebra, Cheetah, Bull, Giraffe, Lion, and Dorado ", including standard unit load stackers and standard mini load stackers, High-speed mini load stackers, high-speed light-load stackers, multi- shuttles, etc.; In addition, ROBOTECH can develop customized solutions for the different needs of users in thousands of industries.
（3）Market Advantage

Grasping the real needs and development trends of customer scenarios is the core driving force of ROBOTECH’s business development and differentiated competitive advantages. For companies oriented to B-scenario business, it is an effective means to penetrate the market by firmly grasping large customers to establish scenario barriers and user resource barriers. ROBOTECH understands this essence. Currently, the company has served Mercedes-Benz, Tesla, and Jaguar, Land Rover, GM, Volvo, SINOTRUK, BYD, CATL, Huawei, BOE, ABB, Siemens, JD, CRRC, Hualan Bio, China Tobacco, Today International, HKUST Intelligent, Bozhong Precision and many other industry leaders  Enterprises, application areas cover automobile manufacturing, new energy, 3C, logistics, medicine, petrochemical, food and beverage, tobacco and other industries, forming their own profound market advantages.
（4）Supply chain advantage

In terms of supply chain management, ROBOTECH puts quality work throughout all aspects of product production, delivery and back-end services, and has obtained multiple management system certifications.  In recent years, with the continuous expansion of ROBOTECH's production capacity, the company has continuously increased its investment in automated production equipment and lean management, which has provided a strong guarantee for the overall efficiency and quality of the supply chain. Based on the above advantages, ROBOTECH has introduced high value-added automatic access solutions in fiber optic cable, new energy, metallurgy and other industries.

     For example, in the optical fiber and cable industry, ROBOTECH has launched a fiber clamp stacker that combines light load, high efficiency, fast, and flexible storage and grabbing. This product uses a special fork specifically for fiber optics and does not require pallets. It can be smoothly connected with the production line; in the lithium battery industry, ROBOTECH and suppliers jointly develop a control system, and through the stacking explosion-proof device, it has the special function of foreseeing and digesting the inflammability and explosion of lithium batteries. In the metallurgical industry, ROBOTECH has developed a heavy-duty stacker suitable for storing long goods. Its lifting carriage has a width of 12 meters and a load capacity of 12 tons, which solves the problem of large area and low efficiency of traditional gantry cranes. 

          In the advancing process of intelligent logistics, all manufacturers inevitably face a headache problem, that is, non-standard issues. Due to the differences in clients, products, and application scenarios, the corresponding intelligent warehousing and logistics transformation needs are different, which can be described as "a thousand people and a thousand faces", and the existence of a large number of non-standard requirements often makes the implementation of customer projects difficult and long. After implementation, non-standard products are unstable and other issues. How to balance standards and non-standards really tests the "skills" of manufacturers. For ROBOTECH we must first sort out the industry's common and personalized needs, and make breakthroughs one by one.  Standardized products can improve product reliability and reduce costs through large-scale manufacturing.

To deal with non-standard requirements, it is necessary to build a "standardized foundation" at the bottom. ROBOTECH stated that a project basically has about 60% of the standard requirements, and this part is formed into a modular output, and then targeted at different customers on this basis Need to carry out secondary development and design, so as to quickly respond to customer needs and promote the efficient implementation of the project.  Not only that, in order to respond to the production needs of flexible manufacturing, ROBOTECH also carried out a systematic business process reengineering within the company, shortening the "distance" with users through internal management changes and other methods, and providing users with end-to-end solution.

With the active advancement of Industry 4.0, the domestic smart warehousing and logistics field is currently in a state of rapid growth.  In the future, ROBOTECH will continue to leverage its own technological research and development advantages, integrate cloud computing, AIOT and other emerging industrial technologies to accelerate the iterative upgrade of logistics automation equipment technology and the improvement of product service quality throughout the life cycle. Through close cooperation with key industries and core customers, we will build a win-win supply chain system with upstream and downstream suppliers in the industry.

In this context, from July 28th to 29th, the 2021 (4th) High-tech Robot Integrator Conference and the Top Ten Integrator Award Ceremony will be held at the Hyatt Hotel in Shenzhen Airport. At this conference, Robert Qu Dongchang, the special assistant of the managing director of ROBOTECH, will give a wonderful speech on the theme of "Digital Intelligent Warehousing Solutions".