Chinese order boosts industrial automation supplier - Embedded.com

Chinese order boosts industrial automation supplier

LONDON — Lektronix Group, which repairs and supplies industrial automation equipment, has gained an order from China, following on an overseas sales increase by 110 per cent over the past year.

“We have really gone out of our way to focus on exports and international trade over the past year and have seen some startling results,” said managing director, Tony Jones. The company said it is getting an average of 250 enquires from its website each week.

“We invested heavily to ensure we tackled the Chinese market properly,” added Jones. “We have a Chinese speaker in our office and our marketing material and website has been translated into Mandarin. There is a perception that all components manufacturing is heading to the low cost centres of the Far East, but this is no longer the case.”

“Costs are increasing out there as commodity prices and wages go up, so the price advantages they had over the West are disappearing. And the fact the Chinese are now coming back to us to buy equipment shows there is now a much more level playing field on the global market.”

Lektronix is also benefiting from the fact that, as money for businesses becomes tighter, firms are reluctant to spend on new equipment and are favouring reconditioned parts instead.

“When times are tight and work slows, people so tend to resort to a 'make do and mend' mentality,” said Jones. “They canibalise machines that aren’t in use to repair those that are and buying second hand components rather than new. All our parts are vigorously tested and guaranteed, so what they are getting is as good as new, but at a fraction of the cost.”

Lektronix Group (Aldridge, England) has branches in Bridgend (South Wales), Newry (Northern Ireland), Brno (Czech Republic), Mafra (Portugal), Katowice (Poland) and Dubai (United Arab Emirates).

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