From control to robotics

Estun was founded with a clear focus on control and servo motor technology. It entered the robotics field in 2011, relatively late compared to established companies such as Kuka, ABB or Fanuc. However, this late positioning has given Estun an advantage: it has been able to analyze existing technologies and market strategies in order to develop targeted innovations and differentiate itself from the competition.

The results speak for themselves: in just a few years, Estun has gained market share in China and is now the second largest robot manufacturer in the country.

Strategies for the European market

Following its success in China, Estun is now turning its attention to Europe. The company aims to achieve a market share of between five and ten percent over the next five years. To achieve this goal, Estun has a clear strategy:

1. Establish a local presence: A European manufacturing and warehousing center is being built in Poland, which is expected to significantly reduce delivery times and logistics costs. Estun is also using road transport to get robots to Europe quickly and cost-effectively.

2. Partnerships with integrators: Integrators play a key role in the robotics industry as they implement customer specific requirements and integrate the technology into existing systems. Estun is actively building a network of integrators in Europe. These partners will act as multipliers and strengthen the company's market presence.

3. Price-performance focus: Estun is clearly positioning itself as a provider of economically attractive robots. Thanks to highly automated production in China, the company is able to offer competitive prices – it remains to be seen whether the 20 percent will be achieved in the end.

You can hear more about Estun's strategy, corporate culture and product range in the podcast https://robotikpodcast.podigee.io/126-estun .