Interview with Sun Lifu, General Manager of Marketing Department, Yi Neng Electric Technology Co., Ltd.

Although affected by the external environment, the automation industry has witnessed small-scale shocks. However, under the stimulation of energy-saving emission reduction and manufacturing transformation and upgrading, China's inverter industry still staged a “speed and passion” competition. As an enterprise specializing in frequency inverters, Yi Neng Electric has proved to people through its own practical actions that China's inverter market has great potential. In the transformation of China's economic development mode, Yi Neng will seize opportunities to provide vertical markets with high cost performance The products set a new model for local inverter brands.

According to the research of the China Industrial Cybernetics Market, the current domestic market pattern of inverters is dominated by foreign brands, which account for 61% of the overall market. However, in recent years, local brands have risen rapidly with the advantages of independent innovation, cost, service, and quick response to customer's individual needs, and they have won certain competitive advantages in some market segments. Yi Neng Electric belongs to one of them. In 2011, the company completed the expected market goal and realized a growth of 30%-40%.

As we all know, most of the frequency converter industry sales channels through OEM customers, since the second half of last year, OEM has become one of the industries most affected by the market environment, so this also allows most companies to go ahead. Yi Neng Electric has set its sights on a broader market, and launched the EDS-V300 current vector converter for mid-to-high-end customers to help customers achieve application value and establish a model of national brands.

Innovation is the source of growth

Yi Neng Electric is an innovation-oriented company. Sun Lifu, general manager of Yi Neng's electrical marketing department, revealed that due to the market environment and the impact of monetary tightening, it also had a certain impact on the sales of the company. However, it is necessary for the company to promote new products and the company has always insisted. In the first half of this year, ENERGY launched 4 new products, and the EDS-V300 is the key product. The advent of this product is mainly due to market favors. Sun Lifu said: "Based on the stagnant market environment, companies are mainly supporting products. If we want to seize the market share, we must be more cost-effective in the product than the same industry products, more and more specialization, if you have always been universal The method of serving the market, solutions and price/performance will be weaker than the competitors."

The EDS-V300 inverter is a highly cost-effective product that has been developed by Easy Energy for a period of one year. It is not only the inheritance of the classic product technology of the past, but also the wonderful interpretation and perfect interpretation of the easy-to-precipitate strength. This series of products rides on the second-generation sensor vector control technology researched and developed by Yi Neng Electric to realize the drive performance of low-frequency high torque, high steady-state accuracy, and wide speed range, which can provide more accurate and stable frequency-variable power for various industries. Specifically, the EDS-V300 uses the current vector control technology to operate at 0.5Hz and the starting torque can reach a steady output of 150% of the rated torque, which fully satisfies the low-speed operation requirements of the MACHINE tool. Its original self-learning technology, enter the motor nameplate parameters can be set static and rotation, dynamic identification of motor vector control motor parameters required to ensure that the motor running in the most efficient state. Basically insensitive to the motor, but not dependent on changes in the parameters, the ability to resist environmental temperature changes makes the EDS-V300 has excellent stability.

Behind EDS-V300 products is the innovation of R&D in technology. In the research and development of AC variable frequency speed control technology, Yi Neng focuses on the following two aspects: first, solving the technical problems related to high voltage and large currents and the technical problems of new power electronic devices; second, solving the problems based on modern control theory. Hard and software development issues of control strategies and intelligent control strategies. With EMC test systems, current test systems, data analyzers and other sets of high-end R & D equipment, to provide the user market with high-level control, small-scale clean, high-speed digital control, with analog and computer-aided design technology, frequency control equipment. Based on such technological innovation advantages, coupled with the easy understanding of market demand, will certainly bring new market value to the industry.

Demonstrate value in the application

As the saying goes, "True gold is not afraid of fire." Before the EDS-V300 was market-oriented, the product was thoroughly tested. According to Sun Lifu, the product passed the test machine work before the launch, through testing, improvement, performance is more perfect, able to meet the needs of most customers. Products can be widely used in machine tools, woodworking machinery, stone machinery, mining machinery, printing machinery, wire drawing machine, textile, paper, metallurgy, food, chemical, transmission, wire and cable, ceramics industry, building materials, packaging machinery, tobacco and other industries. Nowadays, it has been successfully applied in the machine tool markets such as Chongqing, Taizhou, Jinan, and Kunming, and customers have highly recognized their product performance and application performance.

The “Twelfth Five-Year Plan” of the machine tool industry suggests that in 2015, it will achieve a total industrial output value of 800 billion yuan. At present, a machine tool needs 4-5 sets of inverter market, which is enough to see that this industry will bring considerable economic benefits to the company. Sun Lifu predicted that EDS-V300 products will have higher growth in the machine tool industry this year. On the one hand, it is due to the transformation of old machine tools. On the other hand, due to the export of new CNC machine tools, it is a new market growth point.

People clearly know that advanced automation technology plays a crucial role in the development of the machine tool industry in terms of speed, accuracy, and intelligence. The birth of every advanced automation technology will bring a powerful technological change to the machine tool industry. How will the value of energy brought to the machine tool industry be reflected? Sun Lifu said with full confidence: “The EDS-V300 features fast, stable high-speed stop response, high acceleration and deceleration up to 0.1S, speed signal input and actual speed, in addition to large low-frequency torque, original self-learning technology and good robustness. Output error rate of less than ±0.5% stable accuracy, high performance will become the machine tool industry's choice."

From the perspective of industry applications, Yi Neng’s product market audience is quite extensive. Since the introduction of the first current vector, it has gained market acclaim for the agitation and machine tool industries; it has gradually extended its reach to food machinery, packaging, textile machinery, printing and dyeing machinery and the pharmaceutical industry. Sun Lifu said: “The pharmaceutical industry is currently a relatively good market. In the future, Easy Energy will also develop product development in response to the demand for dispensing and delivery of pharmaceutical machines to change the trend of the market relying on imported brands.” Essentially, Yi Neng Products in the application, its good product characteristics can bring customers a stable, continuous, safe and reliable operation, reduce the production failure rate, improve the company's production efficiency has an effective value.

Striving to be a banner of domestic brands

From the contrast between foreign brands and domestic brands, foreign brands have occupied domestic high-end markets such as cranes, elevators, metallurgy, machine tools, and wind power. European, American, Japanese and Japanese inverters have always been considered to represent the ultimate in frequency conversion technology, as well as processes, values, and precision. Safety is the most perfect expression of these many words on the frequency converter. However, from the perspective of the development of the inverter industry in the past decade, the "Chinese characteristics" that have been exuberant, breakthrough, and vitality in the domestic control industry have gradually become mainstream and continue to occupy the mainstream high-end and cutting-edge.

When talking about domestic brands fighting against foreign brands, Sun Lifu believes that the future inverter market is just like the color TV market in the past. Domestically, the low-end market will gradually be satisfied, and domestic brands will gradually occupy the high-end market. The challenges of the market in the future lie in how to compete with foreign brands in business models and R&D capabilities. In the next one to two years, Yi Neng will independently develop, establish and improve a mechanism for the development of the field of motion control, with a forward-looking perspective in the forefront of the market, and contribute to the development of China from a manufacturing power to a manufacturing power. Strength, strive to be a distinctive banner of domestic brands.