Germany MR: distribution network transformation program provider
Since the invention of resistive fast switching switches since 1926, we have now delivered more than 250 thousand switch products to global users, and more than 80% of these switches are still in operation." Klein, general manager of MR group in Rhine, Germany, told the China Industrial News reporter proudly.
This history can be traced back to the second half of nineteenth Century, the family business, never stop the pace of globalization, at present, its global subsidiaries and joint ventures have reached 35, across five continents, and Chinese market share has reached 1/5 of the world, and also occupy an increasingly important position.
Deep plowing the Chinese market
According to the current flowing through the global volume estimates, more than 50% of the global current flowing through the MR products, including the switch and other ancillary products -- the precious data, making the "global transformer control experts" of the title, firmly worn in this family have nearly 150 year history of the old German the corporate world.
Last year, to commemorate the invention of load resistance type fast switch 90th anniversary MR in Germany launched a "search for existing still tap" activities in the operation of the long history of the MR, the result is: a switch should be startled at running for 65 years, the first in a German lignite fired power station, then to a flue gas purification plant, it is a good fuel power plant operation was finally discovered. To some extent, the switch witnessed the German energy transformation." Klein said with smile.
"Although the oldest switch was not found in China, in fact, as early as 1974, MR exported the first oil loaded on load tap changer to China, and began to witness the rapid development of China's electric power industry."
In 1996, MR officially entered the Chinese market and set up a joint venture in Guangdong; in 2006, the joint venture was cancelled and replaced by two wholly owned subsidiaries - MR company and MR Suzhou company, one for product sales and one for product manufacturing.
Klein said, in China these years, after incomplete statistics, share MR in China power market reached 20%; in the HVDC project on the market share of 50%; and in 2015, MR in Chinese aluminum project rectification and market share was 100% "here to explain! Look, because of high voltage DC rectifier transformer of switch and aluminum project technical requirements are relatively high, so in the US data is amazing." Klein explained.
In addition to the market share of 1/5 in the Chinese market, the Chinese market also accounts for 1/5 of the MR global market, and also occupy an increasingly important position. To this end, the company also specifically for the Chinese 110 thousand volt market launched a new product, at the same time, in order to seize the opportunity of the smart grid, also plans to record, collection, evaluation, control and visually show the transformer operation status of products introduced to the market in Germany Chinese market developed a.
Although the power market environment is generally poor, but in the past year, compared to many foreign enterprises, MR in the Chinese market has still achieved good growth performance. "This is mainly because MR has seized the opportunity for China to vigorously build uhv." Klein said, with the leading technology and reliable product quality, the company participated in a large number of China's UHV project construction, only in the 2015 UHVDC project, we have 100 switches finalists.
Since entering the Chinese market, the company has been involved in many major projects, many of which are used by the project technology in the world belong to the frontier, such as + 800kV of Yunnan Guangdong UHVDC project, 1000kV Huainan to Shanghai UHV AC transmission demonstration project, which uses 1000kV Wuhu substation OLTC this is the transformer, the world's first UHV power grid load voltage regulation technology.
At present, this century old shop is also constantly adjusting its development direction according to the market changes. "The future distribution network is the global trend, and now we are actively layout the distribution market."." Klein discloses. Distribution network is facing unprecedented challenges, including both from the new energy access, but also the power supply reliability, distribution automation requirements.
In addition, MR is transforming from a single product provider to a system provider. For example, in high voltage test, our future will not only provide test equipment, will also provide users with a set of transformer terminal test solutions, including maintenance, life on the operation condition of the detection, aiming at customer operation diagnosis, like medical doctors give us health advice, we will to make a diagnosis for the equipment, ensure the healthy operation of." He gave an example.
In addition, MR also acquired a British electronic components company Amantys, in order to make up for its shortcomings in the field of electronic components, expand their product line, enhance competitiveness. "We believe that electronic components will have great potential for growth in the next ten to twenty years." Klein expresses.
Bear the social responsibility bravely
In addition to providing excellent quality, and can withstand the test of practice products, MR also devoted to public welfare undertakings. From 2011 through the village primary school library project "small orange light" in Yunnan to Lu village primary school donated MR small orange light "library since each year, the volunteers will come to the defect inspection and timely supplement school library.
MR has no exception in China, which has always attached importance to the cultivation of talents in germany. In order to support the development of the power of talent, cooperation and MR MBA of the North China Electric Power University School of China, provide scholarships for outstanding students at the same time, every year MR lectures at the school, by the senior management of the company as a visiting professor, provide more ways for the students in the field of enterprise management development. "Invisible champion", "cross cultural management", "brand - the way to win the enterprise" are all related topics.
On the day before, Ms. Yang Nuo, director of sales Chinese area of MR company by MBA education center of North China Electric Power University invited, brought "foreign companies localization" as the theme of the seminar for MBA students.
With the increasing trend of global interconnection and the increasing linkage effect among different countries, localization has become an inevitable proposition for foreign companies to seek expansion and growth in the global market. Yang Nobel Lectures in sharing, the process of localization of large listed companies in general are facing fierce competition in the market, so the localization path on their global expansion of management experience and technical advantages, take joint venture mode full use of local resources and achieve the lowest production cost of the channels, to maintain rapid upgrading of products enterprises with high revenue; and small and medium enterprises with foreign investment relatively in the general market segments have the advantage, the competitive advantage is the leading core technology, so its localization path by a wholly owned subsidiary of the deep regional market in a relatively modest competitive environment to the quality as the lifeline of robust expansion.
Localization is the natural product of enterprise development and market competition to a certain extent, but localization is not the ultimate goal of enterprise operation." Yang also said that the best effect of localization should not only meet the needs of the local market, but should be able to innovate according to local needs, and innovative achievements can be fed back to other global markets, creating new growth points for enterprises." In the face of the rapid growth of UHV market, MR China and customers join hands in a project using 1000kV on load tap changing transformer, which is the world's first UHV grid on load voltage regulation technology application. The accumulated experience of this innovative application also provides an effective reference for the construction of UHV power grid in other global markets.
With the encouragement and support of projects such as "made in China 2025", more and more Chinese manufacturing and electric power enterprises are going global. MBA trainees will grow into the vanguard of China's power enterprises in the global market. Yang will share his experience in the management of foreign-funded enterprises for 20 years, so as to provide reference for future students to face the localization of foreign markets in Chinese enterprises. As MR uses its own century of global market accumulation, it provides experience for the fast growing and complex Chinese market.
