Stay Connected is the consistent corporate philosophy of Murrelektronik China. As a leader in cabinets, interfaces and fieldbus for the of mechanical and engineering systems, Murrelektronik has been committed to providing reliable and durable connectors. More importantly, Murrelektronik always stand beside customers, bonding over joint efforts in design and development as well as flexible customization. “Connection” not only Murrelektronik's business philosophy but also its craftsmanship spirit.
The annual IAS (Industrial Automation Show) was kicked off in Shanghai as scheduled on September 17. As the leading company in Chinese connector system market, Murrelektronik China has gained much attention during the fair. Against the background of Germany's "Industry 4.0" plan and "Made in China 2025" strategy, in order to better respond to the trend of Chinese connector system market and explore the path of Chinese manufacturers' automation process, gongkong talked with Dr. Xu Jianguo, General Manager of Murrelektronik Components (Shanghai) Co., Ltd. at IAS, facilitating readers' understanding of Murrelektronik 's “Connection” Philosophy.
Dr. Xu Jianguo, General Manager of Murrelektronik Components (Shanghai) Co., Ltd.
I. The Technology of Product Connection: Quality-oriented, Intelligence blessing
Different from traditional knowledge of connectors, General Manager Dr. Xu Jianguo said that transmission is a complex and sophisticated transmission system similar to the human central nervous system, rather than a simple line connecting the upper and lower ends of software. It is necessary to clean, filter, calculate, analyze, classify and simplify the collected massive data before finally uploading the processed effective data to the cloud intelligently. Especially in the era of "Industry 4.0", the data magnitude increases exponentially, and the processing speed needs to be faster. The transmission system not only needs to have the basic transport function, but also needs to be equipped with technical capabilities, including the ability to judge wrong data, to select high-quality data and so on.
In recent years, driven by the national policy of “Intelligent Manufacturing”, industrial automatic control devices, industrial robots, complete sets of intelligent equipment and intelligent terminal products will have better prospects as their manufacturing will be in line with the concept of intelligent manufacturing. Having always rapidly adapted to the upgrading requirements of these industries, Murrelektronik's products and technology are widely used, including the concept of “Zero Cabinet” proposed by Murrelektronik, and the products and technologies developed for this concept, including IP67 power supply system, IP67 switch, IP67-IO module, Cube 67 diagnostic gateway and Murrelektronik Cloud, In addition, the high-efficiency automatic production lines that have been increased in Chinese factories are moving towards the direction of intelligence.
穆尔电子对天堂全集网化的重视并不意味着对原有产品的忽视，相反，穆尔电子一直在品质上精耕细作，发挥着企业的工匠精神。“我们不断的在我们的强势行业，如汽车、机床、非标、食品包装、物流、电梯、纺织等上发光发热, 不断创新, 使我们的核心进口产品一直居于行业首位, 并与我们的客户一起设计开发，紧密联系，灵活定制。特别是我们的MVK模块, 投入市场多年以来, 在汽车行业占据着不可动摇的地位。”
Murrelektronik's emphasis on intelligence does not mean the neglect of the traditional products. On the contrary, Murrelektronik has been always working hard to improve quality, demonstrating the craftsmanship spirit of the enterprise. "We are ceaselessly innovating and contributing to the industries that we are good at, such as automobiles, machine tools, customized, food packaging, logistics, elevators, textile, etc., ensuring that our core imported products have always been at the top of the industry. And we bond with our customers over joint efforts in design and development as well as flexible customization. In particular, our MVK module, which has been put into market for many years, occupies a leading position in the automotive industry."
“And we have also made unprecedented breakthroughs in such new industries as new energy, shipbuilding, construction industry and IT." With the rigorous and meticulous attitude towards products, General Manager Dr. Xu Jianguo has led Murrelektronik to increase the sales volume from 2014 to 2018. Murrelektronik achieved a 100% growth during the five years, gradually becoming the leading company in Chinese connector system market.
II. The Way of Market Connection: Committed to further developing the Chinese market by exploration and innovation
Different companies have their own methods on how to connect company with markets more closely, so that products and services can enter the market more smoothly. Murrelektronik, just like most "outsiders", was in the exploration stage during the 16 years from 1997 to 2013, encountering various problems in the Chinese market. However, since the arrival of General Manager Dr. Xu Jianguo in 2014, Murrelektronik has developed rapidly based on its strategy of "Rooted in China's production while serving the Chinese market".
对于深耕中国的战略，徐总经理对此解释道：“有行业数据显示，中国连接系统市场已经占据全球30%的份额，增速是全球市场增速的两倍。中国是未来市场规模发展潜力最大的国家。而穆尔电子的连接系统因深厚的技术积累几十年, 及遍布全球强大又完善的市场网络, 一直保持着良好的售前、售中、售后服务。几乎占据了全球较高的市场份额。在近五年，我们积极在中国市场参与竞争，在市场反馈过程中，不断的调整公司战略及市场策略。”
As for the strategy of furthering developing in Chinese market, General Manager Dr. Xu Jianguo explained: "According to industry data, China's connection system market accounts for 30% of the global market, with the growth rate twice that of the global market. China is the country with the greatest potential for market scale development in the future. Murrelektronik has been maintaining good pre-sale, in-sale and after-sale services for the connection system for decades because of its advanced technology as well as the strong and perfect market network all across the world. It has almost occupied the highest market share in the world. We have actively participated in the competition in the Chinese market in the past five years. And we have constantly adjusted the company's strategy and market tactics based on the market feedback."
“中国作为发展中的最大国家，很多产业都在处于飞速发展阶段。虽然和最初的“蓝海”相比，连接器系统市场已经趋于稳定和成熟, 但是随着德国BT天堂全集网4.0及中国BT天堂全集网2025战略的提出, 这是一种超高效的计划, 当然也对我们及各行各业提出了更高的要求。”
"Many industries of China, the largest developing country, are in the stage of rapid development. Compared with the initial “Blue Ocean”, the connector system market has become stable and mature. However, Germany's "Industry 4.0" and "Made in China 2025" strategy have presented higher requirements for us and various industries.”
在今天, 穆尔电子已在上海的生产基地实现了50%国产化，连接器甚至达到98%国产化率，所选用的生产BT天堂全集网设备及工艺使以前进口的货期4-6周缩短至1周。不仅提高了生产效率，还在保证质量至上的同时尽可能降低了成本。在从求利转变成求量的市场变革中, 穆尔电子使中国的客户真正体验到了其高性价比的产品和专业技术给他们设备及行业带来的全新体验和变化。
Today, Murrelektronik has achieved 50% localization rate in Shanghai production base, the connectors even achieve 98% localization rate. Selected the same manufacturing equipment and technology with German，and shorten the period of imported goods from 4 to 6 weeks to 1 week. It not only improves the production efficiency, but also minimizes the cost while guaranteeing the quality. In the transformation from profit-seeking market to quality-oriented market, Murrelektronik has enabled Chinese customers to truly experience the brand-new feelings and changes of cost-effective products and professional technology to their equipment and industries.
III. The Way of Service Connection: Customer First, Beyond Expectation
Connect with customers at all times and ensure smooth service. "With more than 2700 employees and over 40 sales companies, we will always listen to your questions, suggestions and requirements no matter where you are." This service concept of "eliminating complaints from the root" has played an important role for Murrelektronik to be recognized by customers in terms of customer satisfaction and brand recognition.
虽然近几年，国内连接系统厂商扩张快，越来越多的进入到市场中，但主要集中在一些技术含量不高的行业。“但是我们的客户对产品的稳定性及专业性预期也越来越高。”徐总经理向我们表达了穆尔电子的自信心。“接下来, 我们会全力以赴加大穆尔电子品牌效应对中国市场及整个行业的影响力，使其快速持续在中国市场开枝散叶。以优质的产品技术和服务，满足并超越客户期望。以市场为导向进一步提升竞争力, 用我们的专业及诚信为行业领军，为所有用户创造价值。”
Although an increasing number of domestic connection system manufacturers have expanded rapidly and entered the market in recent years, they mainly are concentrated in some industries with lower technology content. "But our customers are having higher expectations for product stability and professionalism." General Manager Dr. Xu Jianguo expressed to us the confidence of Murrelektronik. "Next, we will make every effort to increase the influence of Murrelektronik's brand effect on the Chinese market and the industry as a whole, so that it can continue to set up its branches in the Chinese market rapidly, meeting and exceeding customer expectations with high-quality product, technology and services. We will further enhance competitiveness by being market-oriented, and lead the industry with our professionalism and integrity, creating value for all users."
In addition, customized service is also an important means for Murrelektronik to attract customers, retention them and have close contact with them. Especially in the context of China's vigorous promotion for intelligent manufacturing, "Industry 4.0" and "Made in China 2025"strategy will ensure that the customers will have higher requirements for products and services with more efficiency and higher personalization, flexibilty and automation. Large quantities of standardized products in the past will become fewer and fewer, and the diversification of demand will definitely require customization of products. By providing services of "Meeting Customization Needs", Murrelektronik makes it possible to occupy a larger market share.
IV. The Way to Connect in the Future: Keep Pace with the Era and Seize Opportunities
If an company wants to stay at the top of the industry, it shall neither stop nor be satisfied with the present. It can only grow vigorously and be prosperous by constantly reinventing itself, keeping up with or even be ahead of the times in the road of connecting the present to the future. In this era where opportunities and risks coexist, enterprises will inevitably decline if they do not actively embrace change and respond to the trends of the times.
For the manufacturing industry, changes in the internal and external environment have also brought unprecedented challenges to Murrelektronik. Industries such as automobile, machine tool and electronic, which used to be very strong in terms of Murrelektronik's sales volume, declined in 2019. In order to minimize the impact brought by these three industries, Murrelektronik has systematically developed some new fields.
5) 新能源行业: 包括太阳能、核能、风能、海洋能等，世界发达国家和地区都把发展新能源作为顺应科技潮流,推进产业结构调整的重要举措。我国也相继出台了一系列的扶植政策。我们已经与国内一流的太阳能、风能、核能客户进行了紧密合作，已经从我们的产品技术和解决方案中获益。”
General manager Dr. Xu Jianguo told the editor, the industries that Murrelektronik is developing include the followings:
1) the strategy of "One Belt and One Road" adopted by China make us see new growth points in shield machines, shipbuilding, rail and transportation industries.
2）The automobile industry will enjoy further growth after China's economy has gone through this new round of adjustment. Compared with developed countries, China's per capita automobile ownership is still very low, and China's potential demand for automobiles is still huge. New energy vehicles are added to the automotive market as fresh blood. The concept of environmental protection and the introduction of national policies all aim to replace traditional vehicles with new energy vehicles. We have been committed to providing innovative application solutions for new energy vehicles and pushing them beyond automation.
3）With great breakthroughs in various new drugs and inspection equipment being made, the gap of innovative ability in biopharmaceutical industry between us and developed countries is narrowing in recent years. China has a huge population which ensures the great demand. High, precision, sophisticated pharmaceutical and inspection equipment are manufactured in China. Murrelektronik can provide customers with one-stop connection products from cabinet to field.
4）Environmental protection industry. China has a great demand for air control, sewage treatment and land restoration as it is paying increasingly more attention to environmental protection. Murrelektronik 's electronic connection system technology can provide applications adapted to this particular environment.
5) New energy industry, including solar energy, nuclear energy, wind energy, marine energy, etc. The developed countries and regions in the world regard the development of new energy as an important measure to conform to the trend of science and technology and to promote industrial restructuring. China has also introduced a series of support policies. Having worked closely with the first-class customers of solar, wind and nuclear energy in China, we have benefited from our products, technology as well as solutions.”
Meanwhile, 5G will be put into commercial use. Massive production data can be collected, monitored and analyzed in real time because of the application of cloud computing, internet of things, mobile Internet and big data technology. While it is more convenient to acquire information, the connections and interactions between production links are closer, and the ability of fast data processing has been significantly improved. All of these make it possible to build a digital chemical plant featuring mix of virtual and actual reality. General Manager Dr. Xu Jianguo believes that there are great application prospects in the fields of intelligent cars, intelligent medical treatment, smart home and robot. “Murrelektronik has been devoted to the research and development of efficient and intelligent product and technology applications in automotive, logistics, robot and other fields for many years. We have already made a series of products and technical reserves for customers and the arrival of this emerging technology."
For this year's development strategy, General Manager Dr. Xu Jianguo said that for future development, Murrelektronik will follow the development strategy of Industry 4.0 and Made in China 2025, focus on key industries and fields of China, develop and produce products and technologies urgently needed by the market, continue to provide customers with cost-effective connection system solutions and first-class services, and lead customers to develop towards high intelligence and efficiency, high security and low cost connection system application. Murrelektronik will further localize, expand the domestic production scale and R&D capability, so that it can provide production and service are closer to the market and customers.
In addition, General Manager Dr. Xu Jianguo pointed out the importance of sales tasks. "We will further increase sales outlets and offices nationwide, further expand our sales force, deepen team building, and provide our customers with first-class sales and technical services. Our sales volume will double in the next five years.”
The success of Murrelektronik is a perfect example for manufacturing industry to seize opportunities and break through successfully under the background of Industry 4.0 and Made in China 2025. Let's hope that Murrelektronik will continue to develop new markets and fields, focusing on further developing products and services, and be committed to connection.