Dr. Jens Hardenacke解读德马泰克中国如何保持在市场的领先地位

中国作为亚洲最大的发展中国家，相对于西方发达国家来说，潜力巨大！它拥有很大的发展空间，不仅对于中国企业是一大发展机遇，对于美国和欧洲等很多企业来说也是一大机遇。伴随着改革开放，很多外资企业纷纷转战中国市场，使得中国市场充满激烈竞争。德马泰克作为一家德国系统集成商也不例外，它在中国的发展势头很强进，其交叉带分拣机、混合码垛机器人、多层穿梭车等产品已经连续多次获得LT大奖。

那么，德马泰克作为外资企业是如何在中国这个竞争激烈的市场中求发展的，它为中国企业带来了什么？为此，Soo56记者在9月13日进入到德马泰克国际贸易（上海）有限公司进行了独家专访，揭秘德马泰克在中国的发展之道！

德马泰克是世界领先的物流自动化系统和解决方案集成商之一。作为系统集成商，德马泰克提供一整套的技术与服务，从独立的产品和系统到整体一站式集成解决方案。德马泰克为电子商务、零售、快递、食品与饮料、医药、烟草等多行业提供自动化物流输送产品及解决方案。在过去的半个多世纪里，德马泰克积累了丰富的行业经验及专业知识，为物流产品的创新及其服务奠定了扎实的基础。

据了解，继凯傲集团收购后，德马泰克在今年3月份宣布将英杰明自动化整合到其组织当中，计划将于2017 年底前完成。整合后的德马泰克将会成为世界上最大的自动导引车 (AGV) 供应商，同时在欧洲的系统集成开发能力将得到增强。技术、人才和经验的整合也能够为客户提供更优质的仓库自动化解决方案和 AGV 解决方案。

以下为采访实录，包括中英文（内容经过整理，部分有删减）

德马泰克CEO Dr. Jens Hardenacke

【Soo56】：吸引您加入德马泰克中国的原因是什么？

【Soo56】: Is there any special reason you chose Dematic China?

【Dr. Jens Hardenacke】：我在 DMG Mori 工作了近 12 年，曾在美国、中国上海和新加坡工作过。在这 12 年里，有近 10 年的时间是在亚洲度过。DMG Mori 为客户提供复杂的解决方案，我希望继续从事面对客户极具挑战和高难度的需求，为客户提供定制化解决方案的行业。同时我希望能继续留在亚洲工作。德马泰克中国对我而言是一个不可多得的机会，我可继续从事极具挑战和创新的行业，确保积累多年的工作经验能让当地市场受益。

【Dr. Jens Hardenacke】: I worked for DMG Mori for almost 12 years,having worked in the US, in Shanghai, and in Singapore. Almost 10 of these 12 years I was working in Asia. DMG Mori offers complex solutions to customers and I wanted to work in a field where I had the same complexity. I wanted to work in an industry where we also offer customized solutions and where we have a combined approach with sales and our engineering department. At the same time, I wanted to continue working in Asia.Dematic China was the perfect opportunity for me to work in a very challenging and innovative industry and make sure my wealth of experience can benefit the local market.

【Soo56】：作为德马泰克中国的总经理，您对中国自动化仓储市场有何看法，您认为德马泰克中国在中国市场面临哪些机遇？

【Soo56】: As the Managing Director of Dematic China, what do you think of the Chinese automated warehousing market and what kind of opportunities can you see from the Chinese market for Dematic China?

【Dr. Jens Hardenacke】：从战略意义上而言，中国自动化仓储市场是德马泰克非常重要的一个市场。当然，它对于我们所有竞争对手而言同样非常重要。中国幅员广阔，建立了非常完善的产业链。在相当长的时间内，亚洲仍将是全球经济的增长引擎。因此，许多美国和欧洲的公司仍在向中国迁移。可以说，它是世界上竞争力最激烈的市场之一，也是全球最具吸引力的市场之一。特别需要指出的是，除了外资品牌的竞争对手外，您还将面临发展迅速的本地竞争对手。这正是中国的独特之处：满足本地化需求的系统和服务极具吸引力。

【Dr. Jens Hardenacke】: From a strategic point of view, theautomatic warehousing market in China is a very important market for Dematic. Naturally, it is also very important for all of our competitors. The Chinese market is attractive to a large number of industries. Asia will remain the driving force of the global economy for a long time, and as a result, many American and European companies are still moving to China.It is one of the most competitive markets in the world and also one of the most attractive. Like I said, you have all kinds of industries here but it is important to note that, besides all the international competitors, you also have very rapidly developing local competitors. That makes it very special and interesting for us.

【Soo56】：您提到，中国有许多的国际及本土竞争对手，那么您认为德马泰克中国应如何定位自身？德马泰克在中国具有哪些优势？

【Soo56】: As you mentioned, there are a lot of competitors, both international and local, so how do you think Dematic China positions itself? What are Dematic's strengths here in China?

【Dr. Jens Hardenacke】：德马泰克始终为客户提供优质的系统和服务，这为我们积累了丰富的客户基础，确保客户对德马泰克极高的信任度。客户了解我们的历史，我们将优质且不断创新的技术从美国以及德国带到中国。现在，面对中国极具本地化特色的需求，德马泰克中国建立了完善的售前支持，销售服务，项目实施和售后服务团队，并在中国建立工厂，实现系统的本地化生产和服务，更加快速的响应客户需求。未来，我们希望确保中国工厂专注中国市场，满足客户定制化需求。

【Dr. Jens Hardenacke】: Just as in my past experience with DMG Mori, Dematic is also always offering high-quality Solution, and we are the premium supplier in the market here in China. The customers know us, they know our reputation and they know our past.We have brought a lot of high-quality and innovative technology from the US and Germany to China and our focus is to bring even more localized solutions. China sometimes has different requirements than the rest of the world and we want to make sure we localize in a better way than we did in the past. This is one of the challenges for our strategies in the future, however, we have the strongest setup of all our competitors here in China. We have over 400 engineers, solution developers, and we also have a factory here. We want to make sure the factory also focuses on the Chinese market and meets the requirements of the Chinese market. We have to work hard to make sure it is a 100% fit.

【Soo56】：除了本地化外，您能否再和我们分享一下您将采取何种策略来拓展中国业务？

【Soo56】: Can you please share more about the strategies you will take to develop business here in China, besides localization?

【Dr. Jens Hardenacke】：过去我们专注于几个高速发展的行业。未来，我们需要适应更多行业的需求，提供更加符合行业特色的自动化仓储物流解决方案，这将是我们未来战略的一个重点。

【Dr. Jens Hardenacke】: In the past, we concentrated on rapidly developing industries. We focused on e-Commerce, on apparel, and on durables. In the future, we want to adapt to more industries and provide more localized solutions for different industries. For example, in Australia, we just introduced a very sophisticated solution for the food and beverage market. This is something we would like to adapt to the Chinese market. There are still a lot of things that can be done to fully support industries and this will be a focus strategy in the future.

【Soo56】：您能否再跟我们谈一谈垂直行业？德马泰克会否从专注特定垂直行业向更加广泛的垂直行业转变？

【Soo56】: Can you tell us anything more about vertical industries? Will Dematic move from specified focus on verticals to a wider range of verticals?

【Dr. Jens Hardenacke】：是的，我们已在多个国家和地区开展此项工作。在美国已经占有非常强大的市场份额，相信未来我们在中国也能占据更多市场份额。因此，我们需要拓展更多行业，了解行业需求，挖掘行业特性，针对行业特性提供本地化和定制化的解决方案。

【Dr. Jens Hardenacke】: Yes, this is what we did in the past for example in the US where we have a very strong market position. We want to have the same position in China in the future. For this, we need to develop more industries in a way where we understand these industries and their characteristics, and we really want to developlocalized solutions for the Chinese market.

【Soo56】：CeMAT 开幕在即。德马泰克将在即将举行的 CeMAT 展览会上展出哪些技术？

【Soo56】: CeMAT is approaching. What kind of technology will Dematic show in the upcoming CeMAT expo?

【Dr. Jens Hardenacke】：可以肯定的是，在本届 CeMAT 展览会上，我们将采取互动的方式与观众交流，以便客户更直观的了解我们所提供的产品和新技术。我可以保证的一点是，德马泰克中国将会有多场互动活动等待着您。

【Dr. Jens Hardenacke】: What we can say for sure is that we will take an interactive approach at this year's CeMAT. This is my first exhibition with Dematic in China, however I have previously participated in a number of exhibitions with DMG Mori in China. I will not tell you exactly what we will show, but we would like the customers to come and interact with us so that they can understand what kind of products are we offering and what kind of new technologies we are providing to the Chinese market. I can promise that there will be a lot of interaction at the Dematic booth.

【Soo56】：您对德马泰克未来有何期望？

【Soo56】: What do you expect of Dematic in the future?

【Dr. Jens Hardenacke】：一方面德马泰克将始终保持中国市场的顶级领先者，一方面我们将拓宽业务范围，在未来可以提供本地化的解决方案。未来我的目标是，德马泰克成为中国客户心目中的首选。

【Dr. Jens Hardenacke】: As I said at the beginning, we are positioned as the top-quality leader for this market in China. I have also mentioned that we want to broaden our approach on the one hand and localize our solutions in the future.If we are successful with these two things, and I do not doubt that we will be, we will have a very bright future and will gaina market share as high as that which we possess in America. So, in the future, my target is that whenever a customer considers a solution, right from the beginning he shall not think"should I partner with Dematic?", but rather "why should I not partner with Dematic?". In the mind of the customer, we would be the preferred choice of all customers here in China.

【Soo56】：对于 CeMAT，还有一个问题。您提到，公司将与观众积极互动。您能否分享这方面更多的信息？

【Soo56】: One more question about CeMAT. You said it would be more interactive. Could you share anything more about that?

【Dr. Jens Hardenacke】：我们将在 CeMAT 展位通过某种虚拟的体验，让观众身临其境地感受德马泰克先进的技术，同时通过展示自动化物流仓储解决方案，向客户展现德马泰克综合实力和为客户带来的优势和价值。

【Dr. Jens Hardenacke】: We will have abooth at CeMAT, where we willpresent a virtual experience. We would like to lead the customer through our booth with our different technologies. We want to show the solutions that we offer, but also have a chancefor the customer to touch and experience it for themselves, and show them how to make use of our solutions.

结束。