Siemens Smart dark push plan wins the low-end market (1)

Siemens is secretly, launch a "SMART" program, intended to introduce medical and industrial applications like PC industry "NetBook" of low-end products.

Small and medium-sized companies who pay attention! has always been famous for nada-Siemens also began focusing on your market.

In China's growing infrastructure investment, Siemens is one of the few able to directly benefit from it multinationals.

Industry, energy and health business of large projects in occupies the company 95% of the revenue, it under large orders often make many companies far behind: 73 million RMB of railway express orders, 17 million of capital airport T3 Terminal baggage sorting system, 2.9 billion gas insulated high-voltage transmission line orders even one CT machine purchase price is at $ 10 million-level.

However, very few people observed that the company is quietly changed.

In 2009, with the Siemens China an internal code-named "SMART" program of in-depth, high price tag of Siemens flaunted began to show signs of loosening.

Luochuan County Hospital is Shaanxi Yanan city General Hospital, County of 2008, Vice President Li Yulong never expect a hospital to have an own CT machine, not to mention is the high card products.

Hospital in the 1990s had a combined with external medical institutions operating joint venture brand CT machine, but the other five will be sancha acuity and strike, "our industry while know Siemens, GE such brands of high quality, stable, but the price is astronomical. ”

Lee, President of the mouth of the roof, like Siemens four-helical CT such products, the market price at around 16 million RMB, the current high-end CT sales accounted for Siemens Medical total sales of more than 80%.

"That kind of price of CT we want to do not dare to think, according to our level of consumption of no more than two million paid products. "Li Yulong told the" business weekly ".

All along the "sticker shock" products that Siemens China sales revenue each year to grow at a rate of 15%, but as the Olympic Games, World Expo, and other big project completion, the pressure of gradually also gradually.

According to the latest report of fiscal 2009, Siemens China first render negative growth, by 2008, 570 billion RMB to 509 million.

But another huge market is apparent.

In China, like luochuan County Hospital such county hospitals have a 360, even each County only need a CT, CT minimum price per unit of $ 2 million, this is also a 57 billion market. The Chinese Government's new health reform plans to make this a more attractive emerging markets: the Government will focus in three years to support the 2000 by County Hospital construction and renovation of the new, 3700 urban community health service centers and 1.1 000 community health service stations.

Siemens robbed in his old rival GE, Philips has made before the new choice.

From 2006, Siemens China began to implement a top-down approach known as "SMART" strategic plan that aims to design a number of compliance with S. M. A. R. T. concept products that comply with the easy-to-use (Simple), easy maintenance (Maintenance friendly), the price is right (and Affordable), reliable and durable (Reliable) and time to market (Timely to market).

Some local companies are already doing in the low-end medical market.

Headquartered in Shenzhen MINDRAY international flagship County Hospital, is China's largest medical device company, NASDAQ, annual sales of 2 billion RMB. And multinational multilevel distribution mode, MINDRAY all agents as level distributors, it is difficult to overcome in the counties you personally come to communication. Such companies such as Siemens as a challenge target TNCs, provide more cost-effective products, but limited to a number of technical threshold, their products have to monitor, blood cell Analyzer and x-ray machines and other equipment.

Siemens finds its own technology and brand strengths sufficient to deal with the low-end market, but this is not a simple process.

The earliest raised the idea that Siemens China Dean, Vice President of Siemens China. ADIN Tsui

Xu is a Chinese-American, born 1949 in Hong Kong. In 2004 to Siemens China Research Director, he is Siemens United States California Berkeley technology transfer centre President and CEO. Took half a year later, he then Siemens Sinica Wei Reyes (Claus Weyrid) have a deeper conversation. Mr. Reyes is also a Director of Siemens Global Board of Directors, at the Siemens decisive influence on the top.