“Ambition and love are the wings of great deeds.” Due to the love of technology, Beckhoff has become an important representative of PC control technology. For more than 40 years, it has taken innovation as its mission, focused on high-end and complex applications, and adhered to the great ambition of creating value with science and technology. Since entering the Chinese market in 2001, relying on the efficient integration of PC control technology, EtherCAT bus and TwinCAT software platform, it has closely followed the national strategic layout and market development, and formed personalized solutions for wind power, photovoltaic, packaging, food and beverage, laser processing, semiconductor and new energy industries. Widely recognized by customers, Beckhoff has become a model for leading innovation in the Chinese automation market.

The impact of the novel coronavirus epidemic on China’s manufacturing industry, which lasted for three years, is both “danger” and “opportunity”. In the first three quarters of 2022, Befu has completed last year’s sales, and it is expected that this year’s sales can still maintain double-digit growth. On the back of the strong performance, Mr. Ma Xingkai, general manager of Beckford (China) Automation Co., LTD., said that behind the brilliant performance is the recognition, love and trust of many Chinese users for Beckford products and technologies. The future is promising, Beckhoff China is ushering in a new starting point for rapid development.

Quick response to the market, trust and motivate the team

The uncertainty brought about by the epidemic is first and foremost a test for corporate management. Mr. Ma said that through accurate prediction and improved response speed, we strengthened the trust of Chinese customers in Beckford, and at the

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same time, we seized the growth opportunities of the subsequent market rebound. At the beginning of the outbreak in 2020, Beckford China decided to actively stock up at the end of February, and increased the domestic inventory from one month to three months. In the first half of 2022, the novel coronavirus epidemic repeated, and the whole city of Shanghai was static for more than two months. The goods delivered to Shanghai Pudong International Airport by the German headquarters cannot be delivered to customers because of the silent management in Shanghai. Beckford China management quickly made a decision in early April to set up a dedicated team to set up a temporary warehouse in Hangzhou, while actively communicating with the German headquarters to give priority to ensuring supply to the Chinese market. On May 20, 2022, through active application, Beckhoff’s key positions were approved to resume work in advance. The first batch of resumed warehousing and logistics department, finance department related employees into the company to carry out closed-loop work, to prepare for the comprehensive resumption of work and production. The Beckford China team has withstood the pressure, not only has the performance been excellent, but the employees themselves have also made growth, which Mr. Ma believes is another important harvest this year.

Beckhoff China adopts a flat management model, which is in line with the corporate management philosophy of Beckhoff headquarters: trust, belonging and participation. Mr. Ma especially emphasized the trust in the team and employees, which can simplify complex things, improve communication and work efficiency, promote the ecological circulation of the team and inter-departmental collaboration, and stimulate employees’ autonomy and creativity. Mr. Ma, who has many years of sales work experience in the first-line market, understands the hard work and pressure of sales staff very well, and timely gives the team the necessary support to boost confidence. Mr. Ma stressed: “Although the epidemic is uncertain, our certainty is the confidence and courage of Beckhoff employees to actively face difficulties, the understanding of our core team and the spirit of service to customers.”

Analyze industry pain points, accelerate new product research and development

Driven by a passion for technology, constant innovation ensures Beckhoff’s competitive edge in the automation market. Due to the direct sales model, Beckhoff can always maintain efficient communication with customers, timely understand market changes and customer needs, in-depth analysis of industry pain points, so that new product research and development can be targeted. From bus terminal modules, EtherCAT buses, embedded controllers and TwinCAT software platforms, to XFC speed control technology, XTS magnetic drive flexible conveyor systems and XPlanar magnetic suspension systems, Beckhoff introduces some truly revolutionary automation innovations almost every 5-7 years. Focus on solving the application pain points of typical industries. Mr. Ma talked about: “In recent years, the speed of the introduction of new products is much faster than in the past, the fundamental reason is that the complexity of user equipment and systems has been greatly improved, while the user requirements to shorten the debugging time, reduce costs, improve efficiency, flexibility and integration, these are important directions of the product development of Beckhoff, and Beckhoff’s modular design in software and hardware, reflecting significant advantages.”