Success comes in the details

Create Date: 2024-8-30 12:03:23|Source: Lenze/Lenz

Lenze is one of Germany's leading industrial innovators, and its operations reflect its family business roots in spirit. Based on many years of experience in the field of drive and automation technology, Lenze offers complete drive and automation solutions for all processes dedicated to automation engineering, robotics, packaging technology and many other applications.

This time, the editorial department started from the characteristics of Lenze, and the manager Cao Haixiao, the head of the marketing department of Lenze, answered with details, supplemented by simple examples, which showed Lenze's detail-oriented business philosophy from another angle.

Editorial: Lenze's product range includes frequency converters, servo drives, gear units, motors, brakes and clutches. In addition, it features automation solutions that integrate software, visualization and control, as well as systems engineering, coupling technologies and services. What are your company's main products in the Chinese market, and how do you see the current Chinese market?

Cao Haixiao: From the early days of its establishment, Lenze has been a cross-border transmission manufacturer with comprehensive development. That's why we don't sell individual component types, but rather focus on the concept of solution sales. If the customer buys the inverter, we will provide the inverter, motor acceleration and reducer set of options, if the customer needs servo, we will definitely provide the servo controller instead of the motor.

For the products that mainly enter the Chinese market, from the perspective of Lenze, there are some complications, because we have four product lines of frequency conversion, servo, motor and reducer, but in fact, the solution service with servo application as the core. As a simple example, the manufacturers of industrial washing machines are generally manufacturers of standard products, because of after-sales service, national maintenance network, configuration accessories and other problems, it also needs two suppliers, inverters and reducers, and now Lenze can provide a nanny-like service to solve these problems.

Editorial: It may have something to do with the culture of the country, some companies are used to buying first and then integrating, while others prefer the kind of service you just described, each with its own merits.

Cao Haixiao: Yes, if you adopt the method of purchasing first and then integrating, although you will save some costs in procurement, you will also face the problem of integration costs. Our use of nanny services may have something to do with Germany tradition, Germany there are a lot of these very small companies, and they also make big equipment, because of suppliers like us, so we have a slightly unique direction in terms of promotion in the Chinese market.

Lenze now has two relatively large application groups, one is the inverter acceleration and gearing motor, and the other is the servo tradition - servo controller plus servo motor. Doing so is less risky than selling it separately.

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