On March 18, the “Lingdong Leading, Gathering Momentum for Innovation” New Quality Sustainable Development Summit Forum hosted by Mitsubishi Electric Automation (China) Co., Ltd. was held at Shanghai Xijiao Hotel. At the meeting, Mitsubishi Electric Automation China officially launched its new brand “Lingling”, announcing that its localization strategy in China has entered a new stage. Nearly 300 guests from government agencies, industry associations, research institutes, manufacturing companies, etc. attended the event and witnessed this important moment together.
At present, China’s industrial automation market is showing significant structural changes, the market share of local brands is constantly increasing, and domestic substitution has become a general trend. In the face of market changes, Mitsubishi Electric Automation China has launched its brand “Lingling”. The birth of this brand not only marks that Mitsubishi Electric has entered a new stage of development in China, but also provides more competitive innovative products and solutions for the Chinese market with a global vision and localized insights. It is also a reflection of Mitsubishi Electric’s “high-end technology + mid-end market” stratification strategy. Through the main brand “Mitsubishi Electric” to maintain the high-end market technology advantage, while “Lingling” focuses on rapid response and cost optimization in the mid-end market to form differentiated competitiveness.
Figure. Lingling brand launch ceremony
“Lingling inherits the century-old manufacturing gene of Mitsubishi Electric and is determined to become an industry leader.” Mitsubishi Electric Automation China said: “Lingling’s development vision is to become the most trusted FA brand for Chinese users together with Mitsubishi Electric; ultimately, the two parties will build a complementary, collaborative and efficient smart manufacturing ecosystem to provide more adaptable and flexible solutions for industry development and create more significant value for the emergence of new quality productivity.”
The Lingling brand released this time focuses on the Chinese industrial automation market, especially in terms of response speed. A number of new products targeting the needs of the Chinese market, such as the LR1 series chip I/O, will also be launched one after another, together with new products such as Mitsubishi Electric MX series controllers, to create a smart manufacturing ecosystem that meets Chinese needs, leading and driving the transformation and development of the manufacturing industry.
It is worth mentioning that in order to strengthen local service capabilities, Mitsubishi Electric Corporation’s Executive Officer and President Kei Urushima revealed at the meeting that Mitsubishi Electric has established “Mitsubishi Electric Intelligent Manufacturing Technology (China) Group Co., Ltd.” to integrate the entire chain of R&D, production, and sales, build an independent business model integrating production, sales, and research, and realize an efficient closed loop of “demand insight-technology development-product delivery”. This move will further enhance the ability to respond to the rapid changes in the Chinese market and truly “serve Chinese smart manufacturing at the speed of China”.
As one of the first foreign-funded enterprises to invest in China after the reform and opening up, Mitsubishi Electric has witnessed and participated in the rapid development of China’s economy after entering the Chinese market. During this period, Mitsubishi Electric Automation China has continuously deepened its localization strategy and rapidly grown into an important force in China’s industrial automation field.
Standing at a new starting point, Mitsubishi Electric Automation China is using the “Lingling” brand as an engine to usher in a new era of localization strategy. In the future, it will continue to embrace the ever-changing Chinese market, empower Chinese customers with digital transformation and green and low-carbon development with an independent business model integrating production, sales, and research, and create greater value for the development of new quality productivity.
