Wu Xun: Made in China is entering the world power market with high-quality, cost-effective and localized services

Understanding the standards of different countries, grasping the needs of customers in different regions, and understanding the differences between different cultures are the first steps to successfully develop overseas markets, and on this basis, evaluate the overall competitiveness of enterprises and formulate long-term strategies. Our strategy is to use Eaton's global R&D platform, modular design concept, global sales network, and give full play to the advantages of China's industrial chain and scale to produce high-quality and competitive products, and enter the power market of all countries in the world with rapid market response and efficient localized services.

- Wu Xun

Mr. Wu Xun, Vice President and General Manager of Eaton Electric Group's Asia Pacific Power Distribution Systems and Services Division, is responsible for the strategic planning, market development and operation management of the Division. He is also the head of Eaton's global low- and medium-voltage product line, responsible for the development of the global strategy for this product line. Mr. Wu has more than 25 years of business ability and team management experience in the electrical industry.

Xun holds a bachelor's degree in power system and automation from Hunan University and a master's degree in business administration from China Europe International Business School. Prior to joining Eaton in 2011, he served as General Manager of Eaton's Cooper Capacitor Business, General Manager of Eaton's Distribution Distribution and Reliability Business, and General Manager of Eaton's Power Distribution Packages Division. Prior to joining Eaton, Mr. Wu spent nearly 15 years at ABB, where he was the head of ABB China's Substation Automation Business Unit since 2008, where he was responsible for power system substation protection, control, and automation in China.

Reporter: First of all, we invite Mr. Wu Xun, Vice President and General Manager of Eaton Electric Group's Asia Pacific Power Distribution System and Service Division, to give you a brief introduction to your company's business.

Wu Xun: Eaton's Power Distribution Systems & Services Asia Pacific division is part of Eaton's Power Distribution Systems & Services business unit, which focuses on providing sustainable solutions for various application scenarios in the power distribution field to help customers manage energy safely, efficiently and reliably.

Eaton entered the Chinese market in 1993 with more than 20 years of experience and has grown rapidly in China since then. We have a number of manufacturing plants in China, continuous R&D investment and product lines covering different markets and applications enable Eaton to maintain a technological advantage, and the production of a full range of medium and low voltage power distribution complete sets and component products are widely used in the power market of various countries, and have been recognized and praised by customers in various countries. The Eaton brand has been the leader in the North American electricity market for many years, and has also performed well in the Chinese power market, and is one of the key suppliers to the State Grid of China, helping it to provide high-quality services for the public power supply.

Reporter: As mentioned above, Eaton's products have been used in different power markets around the world, so take this opportunity to share with you how your company is expanding overseas markets?

Wu Xun: When it comes to overseas markets, the products produced by our Chinese factory have covered Asia, Australia, Europe, the Middle East, South America, Africa and other countries. The products involved mainly include ring main units, medium and low voltage complete sets, medium voltage circuit breakers, capacitors, cable accessories, column switches, transformers, etc. Successful overseas expansion is the result of a combination of factors, including access to global customer procurement directories, leveraging Eaton's global sales network, and developing local channels and partners to promote together.

In the Belt and Road Initiative, power construction is an important starting point, cross-border power and transmission corridor construction and regional power grid upgrading projects are actively promoting infrastructure connectivity, and the Asia-Pacific region is the key area for the construction of power interconnection transmission corridors, Eaton takes this opportunity to work closely with China's EPC to fully serve many projects in the "Belt and Road" and other countries.

Reporter: How to seek a breakthrough in the process of overseas expansion to enter the local market?

Wu Xun: The development of information and communication technology has gradually transformed the overseas market into a global sharing market, and our team has encountered various difficulties in the process of overseas expansion, establishment of marketing channels and supporting technology, engineering and after-sales service systems. For example, how to accurately grasp the needs and cultural differences of customers in different regions, accurately understand the access standards of different industries and countries, and understand the situation of major competitors to accurately evaluate the competitiveness of their products and formulate development strategies. The standards of customers in various regions for the products, operating habits, application scenarios, etc. are different. This requires our R&D team to stand in a higher perspective, respond quickly, and design flexibly. Years of industry experience have enabled Eaton to have a unified product platform, modular design, and the ability to provide efficient local services to meet the customized needs of different customers for product technology, applications and services.

Of course, success is also inseparable from partners. Through communication and coordination with these overseas partners, we can more accurately understand customer needs and provide customized services for the local market. At the same time, with a deep understanding of the industry and a deep insight into the market, Eaton can capture local policy trends and market demand, and the R&D team can quickly respond and launch more targeted products and solutions, combined with a series of coordinated strategies such as flexible business models, marketing methods, and global service networks, to lay a solid foundation for integrating into the local economy, culture and other environments, and then take root and thrive.

Reporter: Overseas market development is inseparable from talent strategy, what experience can you share with you in team management?

Wu Xun: Any success is inseparable from a strong team. The vast majority of our team members are in China to explore overseas markets, and they are facing great challenges (our product manufacturing, product development and development are all in China), and there are many unknowns to explore. I think that as a team leader, you must first "get into the game", go to the front line to understand customers, understand the market, and take risks and pressures when you need to make decisions. Only when you have the spirit of "entrepreneur" yourself, your team will follow you as an example and be full of fighting spirit.

Reporter: So what is your outlook for overseas markets?

Wu Xun: With the continuous emergence of new energy production and consumption patterns, and the gradual development of the energy industry in the direction of distributed microgrids, green and low-carbon, and intelligent interconnection, related enterprises are facing more complex challenges in the global market. For example, the European Union plans to make Europe "climate neutral" by 2050, requiring more durable and environmentally friendly products such as electricity. In 2020, a review will be conducted of sulphur hexafluoride, a more damaging greenhouse gas widely used in power equipment and currently listed by the United Nations Framework Organization for Climate Change as a greenhouse gas to limit emissions. Eaton has always been at the forefront of the market when it comes to greening, and Eaton's solid insulation technology has been around for 60 years since 1960. In 2002, Eaton introduced the Xiria series of solid insulated ring main units. Today, Eaton continues to vigorously promote non-SF6 environmentally friendly gas insulated switchgear, actively developing future-oriented SF6-free and environmentally friendly gas insulated switchgear technology, which has been applied to medium-voltage switchgear to help users effectively control carbon emissions and cost efficiency.

On the other hand, more and more overseas customers tend to choose manufacturers with a global unified design platform, efficient and high-quality global manufacturing capabilities, and can provide local rapid response services, and Eaton's products made in China are in line with this trend. Eaton's medium and low voltage complete sets, ring main units, pole switches, and cable accessories have still achieved good performance in the power markets of Southeast Asia, Europe, Africa, the Middle East, South America and other countries this year under the severe epidemic situation.

Reporter: Next, let's change the topic, a little more relaxed. What management style do you prefer as a team manager?

Wu Xun: I just talked about "bowing down to enter the game", but I must emphasize that "bowing down to enter the game" is not the same as "bowing down to everything". I prefer to fully empower and maximize the potential of each team member. Therefore, in my daily work, when I encounter difficulties and problems, even if I have a clear solution in mind, I usually do not directly tell the team members to let them execute, but give them an open-ended question and let them find the answer by themselves. The advantage of this is that it maximizes their potential, and sometimes they will think of solutions that I may not have thought of; Sometimes, although their solutions are a little lacking, I only give guidance on this basis, which will make them feel like they have seen the blue sky through the clouds. Let the team keep thinking so that they can continue to grow.

Wu Xun: Made in China is entering the world power market with high-quality, cost-effective and localized services

Wu Xun: Made in China is entering the world power market with high-quality, cost-effective and localized services

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