Things about Rockwell Automation

Today we are going to talk about the American gentleman in our circle - Rockwell Automation.

Largest and Smallest

As we all know, Rockwell Automation always evaluates itself as follows: Rockwell Automation is the world's largest company dedicated to industrial automation and information, and is committed to helping customers improve productivity and the sustainable development of the world.

Whenever they see Rockwell Automation positioning itself as the world's largest industrial automation and information company, many people will suddenly have this question: Is Rockwell Automation bigger than Siemens, ABB, and Schneider? ? Haha, in fact, what Rockwell Automation calls the largest refers to the largest enterprise focusing on the field of automation compared with other companies operating in multiple fields. However, compared with its competitors at the same level, Rockwell Automation can be said to be the smallest company overall.

Today, Rockwell Automation, headquartered in Milwaukee, Wisconsin, USA, has branches in more than 80 countries, currently employs approximately 22,000 people, and achieved global sales of US$6.35 billion as of fiscal year 2013.

Acquisition of AB to focus on customers

Rockwell was originally a well-known brand in the United States and a fairly old industrial company. Its qualifications and longevity are comparable to those of General Electric and Emerson Electric. However, unlike these companies that are gradually becoming diversified, Rockwell However, due to the continuous divestiture of businesses in its history (such as Rockwell Collins in the field of avionics), Weill has gradually moved towards a single automation business. In the entire development process of Rockwell, the most important transformation was on February 20, 1985, when Rockwell International acquired Allen- Bradley (In 1903, Lynde Bradley and Dr. Stanton Allen founded the Compression Rheostat Company with an initial capital of $1,000. In 1909, the Compression Rheostat Company was renamed the Allen-Bradley Company. In 1915, Allen-Bradley's sales reached $86,000.) , which also became the largest acquisition in Wisconsin history. After acquiring Allen-Bradley, Rockwell devoted all its efforts to the expansion of automation products and business, and achieved gratifying results relying on the Allen-Bradley brand. AB quickly became Rockwell's core pillar. In 2002, Rockwell International changed its name to Rockwell Automation and continued to trade on the New York Stock Exchange under the code name "ROK". In 2003, the Allen-Bradley brand celebrated its 100th anniversary.

For the acquired brand, not only did it not die, but it grew stronger and stronger with the help of the acquirer, and even became its core business. This can also be said to be a rare legendary story.

Limited distribution strategy

Rockwell Automation's sales model is also rare in the industry. It adopts a limited distribution strategy and insists on having only one agent in each region for a long time, thus making its distributors, integrators and Rockwell Automation We have maintained a very benign and high-loyal relationship, and we are a very successful model in the field of automation. Currently, Rockwell Automation has 15 authorized distributors, 124 recognized system integrators, more than 30 Encompass strategic partners and global strategic alliances in the Asia-Pacific region in China.

As a listed company, the pressure from shareholders drives it to continue to grow, its business must grow, and its profits must grow. In the single automation market, with a market share of more than 60% in the North American market, Rockwell Automation has chosen several directions. It is a process business, one is strategic services, and the other is OEM market. The process business has been defined as the company's largest growth engine.

Technical advantages of complete architecture

Among today's mainstream PLC and manufacturing information system suppliers, Rockwell Automation's technology is the best, which is mainly reflected in the completeness, unity and forward-looking nature of its system architecture. For example, Rockwell Automation has unified all PLC controllers on this platform through the launch of the Logix platform. Whether it is ControlLogix, MicroLogix or SafetyLogix, they all have unified programming tools and engineering environments; in addition, the launch of FactoryTalk And the integration with the Logix platform also builds a control system that seamlessly covers from the control layer to the information layer, and is a global information system. Looking back at its major competitors in the industry, the problem of multi-product integration and unification has always been difficult to solve, which has brought many hidden dangers and troubles to users. Moreover, while leading in technology, Rockwell Automation's products have always maintained excellent quality. In the Chinese market, the price of AB brand PLC is high-end, but its reliability, retention of existing customer loyalty and other indicators are generally recognized by the industry.

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Bou L
Sales Specialist
[email protected]
+86-175 5077 6091