Recently, EqualOcean had the privilege to interview Noah Zhang, Marketing Director of Standard Robots, discussing the company's development, competitive advantages, and industry trends. The following are the key highlights from the interview.
As a global leading provider of flexible logistics solutions, Standard Robots Co., Ltd. (Chinese:斯坦德机器人), has been meeting the automation and digital transformation needs of various industries and scenarios at different stages with its innovative industrial mobile robots and RIoT (Robot Internet of Things) software system.
Efficient Deployment, High Stability, and Extensive Application
Standard Robots' product portfolio includes intelligent mobile robots and unmanned forklifts, and the deployment and implementation time after purchase varies depending on the project's complexity. For simple and small-scale projects, layout and deployment may only take a few days to a week. However, for large-scale projects, it may require three weeks, a month, or even longer to complete the deployment process. Standard Robots ensures efficient operations and delivery capabilities to achieve timely deployment and implementation while meeting customer requirements.
Stability has always been a focal point in the field of robotics, and Standard Robots excels in this aspect. Noah stated that the demands in the industrial field vary by industry, and different industries may have different requirements. However, statistical data from Standard Robots has shown that its products' stability meets the high industry standards required by sectors such as the electronics industry. The company initially entered Huawei's factory and passed a 3,000-hour fault-free test. With its independently developed motion control algorithms, scheduling control systems, mobile robots, unmanned forklifts, and other products, Standard Robots has sold over 6,000 robots globally and accumulated more than 20 million service hours in the manufacturing industry.
When discussing components, Noah mentioned the company's independent research and development capabilities. He stated that the company has entirely independently developed controllers and primarily sold controller products in the initial stage. Additionally, the company has conducted in-house research and development in areas such as sensors and LiDAR. Regarding the source of components, Noah mentioned that the company configures them according to the requirements of the orders. Domestic customers primarily use domestic components, while overseas customers may have specific requirements for certifications and particular components, which need to be customized according to their needs.
Standard Robots' breakthroughs and applications in the industrial field have received widespread recognition. When discussing cooperative clients, Noah revealed the collaborations between Standard Robots and the electronics, semiconductor, automotive, and new energy industries. In the electronics industry, the company has partnerships with intelligent device brands such as Huawei (Chinese: 华为), Xiaomi (Chinese: 小米), and Oppo, as well as contract manufacturers such as Foxconn. In the semiconductor industry, the company collaborates with six of the top 10 domestic packaging and testing companies, as well as overseas companies like Infineon. In the automotive industry, the company works closely with the top five global automotive parts manufacturers and major vehicle manufacturers like Toyota, Volkswagen, NIO(Chinese: 蔚来)and BYD(Chinese:比亚迪). Moreover, the company collaborates with lithium battery manufacturers and photovoltaic manufacturers. Customers can improve production efficiency, reduce costs, and enhance workplace safety. Through continuous innovation and technological research and development, Standard Robots constantly drives progress and development in the industrial field.
Overcoming Challenges to Achieve Commercialization in Overseas Markets
Noah acknowledges that the company faced certain challenges during its expansion into overseas markets. Prior to the pandemic, there was a strong interest and curiosity in Chinese robotics companies in the overseas market, particularly with a high acceptance of domestically produced robots. However, due to past biases against China, some enterprises may have had certain barriers. Nonetheless, through the use of stable technology and advanced AMR (Autonomous Mobile Robot) mechanisms, Standard Robots has successfully achieved commercialization on a global scale. Furthermore, China possesses the most comprehensive and complete industrial chain globally, enabling Standard Robots to have a greater number and more complex real-world application scenarios domestically, making it more competitive and stable compared to overseas markets.
However, Standard Robots also met challenges such as cultural differences in perception, adaptability to language versions and operational habits, as well as specific industry certification requirements. Particularly for enterprises, localizing services in the overseas market is an important issue. Since Standard Robots' products are solution-oriented rather than merely selling products, local services are required for deployment, after-sales support, and implementation. However, due to significant investment costs, companies need to prioritize and gradually expand their markets based on the application scenarios and target markets of their own products.
Standard Robots' current overseas sales channels mainly rely on an agent distribution mode, primarily serving Japan, Southeast Asia, and the USA. Japan has the most comprehensive agent distribution system for Standard Robots, with agents providing integration capabilities such as hardware assembly, customized development, and on-site system integration for customers. Additionally, through demonstrations and word-of-mouth effects from domestic projects, Standard Robots has gradually built a good reputation in overseas markets.
Technological Advancements and Leading Position in the Domestic Market
Technological advancements are at the core of Standard Robots' focus in the field of AMR. According to Noah, Standard Robots has been dedicated to laser SLAM (Simultaneous Localization and Mapping) technology since 2015, taking a completely different technological route from traditional landmark navigation and QR code navigation. The company's technology shows better performance in complex and dynamic manufacturing environments. Compared to domestic and international competitors, Standard Robots has a more stable and reliable advantage in laser navigation algorithms, thanks to project practices and algorithm optimization in the domestic market.
As a leading enterprise in China's intelligent mobile robot industry, Standard Robots holds an important position in the domestic market. Although the industry is still relatively emerging, Standard Robots ranks among the top three in the AMR (Autonomous Mobile Robot) field. At the same time, the company has implemented large-scale applications in the domestic market, successfully deploying hundreds or even thousands of robots, covering various types of AMRs, and integrating with unmanned forklifts. Standard Robots has demonstrated excellent stability and reliability, gaining recognition within the industry.
Discussing the development trends of the entire industry, especially the low penetration rate of intelligent devices, Noah believes that this is mainly due to the development of market ecology awareness and operational systems among domestic enterprises. He points out that domestic companies need to strengthen their ecology awareness, form a collective consciousness for international expansion, and joint solutions, and focus on customer needs and product quality to collectively promote the development of Chinese brands. Additionally, the usability of operational systems in domestic enterprises still needs improvement, but Noah believes this issue will be resolved over time.