Reshaping the Industrial Automation Brand Landscape: A Watershed Year of Domestic Rise and Foreign Transformation

March 2026, Nanjing. At the 22nd China Automation + Digital Industry Conference (CAIMRS), a rare scene of dialogue between Chinese and foreign brands on equal footing emerged at a roundtable forum bringing together CEOs from global giants such as Siemens, Schneider Electric, Rockwell Automation, Inovance Technology, and ABB. Pan Yingzhang, President of China Control Engineering Network, remarked at the event: "For the first time in several years, international brands and domestic brands have gathered like this."

Behind this dialogue lies the profound reshaping of the industrial automation brand landscape in recent years. From a past foreign monopoly to the rise of domestic brands, from industrial robots to the new track of humanoid robots, major brands are undergoing an unprecedented reshuffling of the landscape.

Leading Domestic Brands: From "Follower" to "Leader"

Inovance Technology: The "All-Round Champion" in the Industrial Control Field

As a leading domestic industrial control enterprise, Inovance Technology has grown from a follower twenty years ago to a strong contender capable of competing with international giants such as ABB and Siemens. According to Rui Industry's 2024 statistics, Inovance Technology held approximately 28.3% of the Chinese market share for general-purpose servo systems, ranking first and far surpassing second-place Siemens (9.7%). Its market share in low-voltage frequency converters (including elevator-specific converters) reached 22%, also leading the industry.

In the first half of 2025, Inovance Technology's revenue exceeded 20.5 billion yuan, a year-on-year increase of 26.73%, and its net profit reached 2.968 billion yuan, a year-on-year increase of over 40%. In the industrial robot field, Inovance Technology also ranked among the top three in China with a market share of 8.8%, and its SCARA robot products maintained their leading sales position.

Estun: The "First Domestic Brand" in the Robotics Sector

In the first half of 2025, Estun achieved a historic moment—its industrial robot shipments surpassed foreign brands for the first time, topping the Chinese market with a 10.5% market share, becoming the first domestic robot brand to achieve this feat. This company's business covers the entire industrial chain, from core automation components and motion control systems to robot integration applications. Its 700KG payload six-axis robot has been included in the National Major Technical Equipment Promotion Catalog.

After experiencing consecutive losses, Estun successfully turned a profit in the first half of 2025, with a net profit of 6.68 million yuan, compared to a loss of over 70 million yuan in the same period last year.

Xinshida: A "Rebirth Model" Empowered by Haier

Xinshida's trajectory in 2025 was quite dramatic. After Haier Group's strategic investment and becoming a member of the COSMOPlat industrial internet ecosystem, this company, which had suffered losses for three consecutive years, achieved a turnaround—revenue of 1.644 billion yuan in the first half of 2025, a year-on-year increase of 8.45%, successfully turning a profit. Leveraging Haier's global resources across more than 160 manufacturing centers and its global supply chain network, Xinshida is evolving from single-point intelligence to ecosystem intelligence.

International Giants: Transformation and Deep Cultivation in a Defensive Strategy

Faced with the strong offensive of domestic manufacturers, foreign brands did not retreat, but instead built new moats in the high-end market and niche segments.

Siemens: The Ecosystem King of Industrial Software

As the definer of Industry 4.0 architecture, Siemens maintains an unshakeable position in the high-end market thanks to the world's largest industrial software ecosystem (MindSphere) and a 98% prediction accuracy rate. Its industrial edge computing platform and AI predictive maintenance solutions have become the leading force in the EU's "digital twin factory" standard, covering 50% of European automotive factories.

ABB and FANUC: Maintaining a Strong High-End Market

Among the five companies that sold over 10,000 industrial robots in the first half of 2025, three foreign brands—FANUC, KUKA, and ABB—competed with two domestic brands—Estun and Inovance. ABB's YuMi series of collaborative robots, with a force control accuracy of 0.1N, has been deployed in over 500,000 units globally, and its human-machine collaboration technology remains an industry benchmark. FANUC's deep accumulation in the automotive and 3C industries ensures its solid market position.

Schneider Electric: A Leader in Green Energy Efficiency

Schneider Electric achieves a 30% improvement in energy efficiency with its EcoStruxure system, and its zero-carbon factory certification and microgrid solutions hold a 40% share of the global industrial microgrid market. In an era where green technology is becoming a necessity for manufacturing, Schneider's positioning as a "green industrial control benchmark" gives it a differentiated advantage.

Emerging Forces: Humanoid Robots Open a New Battlefield

The robotics industry in the first quarter of 2026 is reaching a historic turning point, moving from "technology demonstration" to "large-scale commercialization."

Unitree Bros. became the brightest star this quarter—its IPO on the Science and Technology Innovation Board was accepted, with plans to raise 4.2 billion yuan to become the "first stock of embodied intelligence," and its revenue is expected to exceed 1.7 billion yuan in 2025. Its founder's prediction that robots will run 100 meters in under 10 seconds has sparked widespread discussion online.

UBTECH Robotics, in partnership with Siemens Industrial Software, is striving to achieve its goal of mass-producing 10,000 industrial humanoid robots by 2026. Its Walker S2 has already rolled off the production line with over 1,000 units, validating its large-scale delivery capabilities.

Tesla's Optimus Gen3 debuted at AWE 2026, announcing its mass production plan to begin in 2026. Its self-developed AI5 chip, primarily optimized for humanoid robots, injects a strong boost into the global supply chain.

Trends and Outlook: The "China New Quality Manufacturing Going Global Alliance," established in March 2026, sends another important signal—Chinese automation companies are shifting from "going it alone" to "ecosystem win-win," and from exporting products to exporting capabilities.

Guojin Securities, in its 2026 strategy report, points out that the automation market is showing a trend of "revenue growth and profit differentiation," with the "Matthew effect" intensifying among leading companies. This means that whether it's domestic leaders like Huichuan and Estun, or international giants like Siemens and ABB, the focus of future competition will shift from "price" to "value," and from "scale" to "operations."

2026 may become a watershed year for reshaping the landscape of Chinese automation brands.
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