Shulou(Shulou.com)06/01 Report--

The Santer UPS was once called the "machine king" in the UPS market, because one out of every three UPS on the market came from Santer. Mid-range UPS accounts for 40 per cent of China's overall UPS market, while Santer has 70 per cent of the mid-market. In the new era of cloud computing and large-scale data centers, can Santer still maintain its leading position?

The high-end UPS market expands to the middle, the low-end UPS market extends upward, and the middle-end UPS market faces new growth opportunities, which makes Eaton have higher expectations for Santer's business. Qu Ying, general manager of Eaton Electric Power quality China, who has just been in office for more than two months, will shoulder the important task of rebuilding the Shante brand.

Brand reconstruction to achieve win-win results

In the era of cloud computing, data centers are developing to both ends: one is to build larger data centers, and the other is to have more applications in the cloud. The demand for medium and small power UPS used in the cloud is still very strong. The small and medium-sized power UPS market is divided into two types: distribution type and project type.

Qu Ying believes that the procurement of small and medium-sized power UPS has the following trends: first, there are more and more centralized procurement projects; second, the integration of large projects is becoming more and more important in education, security, medical, and many other industries; third, users prefer solutions, even in the small and medium-sized power UPS market, solutions are also hot.

In order to gain a larger market share in the mid-market, Eaton put forward a new strategy to rebuild the Santer brand.

At the 2014 Shante Core Channel Summit held in June, qu Ying said that Eaton would focus on the following areas: first, invest more resources in brand building, including more marketing activities and training; second, improve and optimize channel strategies, change channel management and mode of thinking, strengthen channel management and control, and still lead the development of the industry in new markets. Third, strongly crack down on fakes and protect the interests of partners and customers. " Shante has a very large group of agents, agents are also very loyal, many agents have cooperated with Shante for 10 or 15 years. " Qu Ying lamented, "We have set up a special channel management department this year, hoping to better lead existing agents to new markets."

The significance of rebuilding the Shante brand is to benefit both the Santer brand and the agents: first, to set up a channel management department to ensure that agents can make more profits continuously and healthily; second, to provide more resource support in marketing and brand marketing. Third, pay attention to the large-scale projects of centralized procurement, better meet the needs of customers in the industry, cover a wider regional market, and strengthen the development of the third-and fourth-tier markets; fourth, constantly push through the old and bring forth the new in products; fifth, dedicated funds are used to combat counterfeiting and protect the interests of agents and customers.

"I will not make any major changes to Santer's existing channel structure and strategy. My main task now is to better implement Santer's established strategy." Qu Ying's above statement dispelled the concerns of the agents, "for me, the implementation of Eaton and Shante dual-brand strategy, so that the two parts of the business go hand in hand is the biggest challenge."

Experiential sales

Although he has worked in the UPS and data center industry for many years, qu Ying, who has just joined Eaton, is still surprised and even moved by the large number of Eaton channels, the breadth and depth of coverage, and the loyalty of channel agents. Based on Santer's leading position in the industry, Shante's channel structure and model also lead the development of the industry. Shante, which has been ploughing deeply in China for 30 years, has a core support point in each core area, and the development of secondary channels is also very successful. For qu Ying, it is also important to maintain Shante's original success and find a better channel model in the new market.

Qu Ying made it clear that he will not change Shante's original channel structure and basic business policy. However, in order to adapt to the new market changes and higher sales targets, Eaton will make more positive adjustments in the following four aspects: first, to rebuild the Shante brand, which is the first thing qu Ying needs to do after taking office; second, to vigorously develop industry sales, focusing on the four major industries of finance, telecommunications, government and Internet, to provide industry customers with solutions. Third, strengthen the sales of solutions, but Eaton's positioning is not an one-stop all-package integrator, but to provide a suitable overall solution for integrators, while Santer-based products also provide distribution-type solutions to benefit agents; fourth, enhance the overall service capacity, increase the input of relevant resources and partner training, certification and so on. " In the United States, Eaton has long been providing data center lifecycle services. We also need to provide more value-added services for Chinese customers. " Qu Ying said.

Eaton has mature overall solutions for data centers, and the key now is how to package and promote these solutions. "Last year, we won several large-scale integration projects to provide users with overall solutions, including power, cooling, and so on. Among them, the big data Center of China's largest bank has adopted Eaton's overall solution." For example, qu Ying said, "We are conducting a Power Tour-- power tour in China to attract major customers to visit our R & D center, factories and world-class testing centers in Shenzhen. Through this experiential sales approach, customers can have a better understanding of our overall solution."

UPS is a very mature product and there are not many revolutionary technological breakthroughs. In addition, UPS vendors are gradually turning to providing overall solutions, and less and less people talk about UPS technology alone. Qu Ying said that this is actually a misunderstanding. The solution has its value, but UPS is still the "heart" of the data center, and its technological innovation is still leading the development of the entire industry.

Eaton has been committed to the innovation and promotion of UPS technology. Today, the industry is still debating the merits of high-frequency machines and industrial frequency machines, and Eaton launched the high-frequency UPS a long time ago. "We are still launching new high-frequency UPS, whose performance indicators are second to none in the industry. The various components that make up UPS are also changing, and Eaton's goal is to be more efficient, more reliable, more environmentally friendly, and higher return on investment." Qu Ying called on, "everyone should pay attention to the technological innovation of UPS, especially UPS, which is energy-saving and environmentally friendly."

Improve energy efficiency and optimize operation and maintenance

Some professionals in the industry have pointed out that the Chinese data center market is a rigid demand and will continue to grow rapidly in the next three to five years. Many large cloud data centers are under construction. Qu Ying, who has rich experience in consulting, design, integration and general contracting of data centers, believes that users should be more cautious about the construction of cloud data centers. Different customers have their own ideas on the construction of data centers due to different business needs, and it is not advisable to purchase blindly or simply set prices. Some users who rely on the data center to develop their business, such as managed cloud service providers and telecom operators, usually build their own data centers, and they are more concerned about the green energy saving and high return on investment of the data centers. For traditional enterprise data centers, what they need to do is to let the data center infrastructure keep up with the changes in IT requirements, but that doesn't mean abandoning the original products completely.

"Eaton must keep pace with changes in market and user needs so that its products, sales and services can adapt to these changes." "We will form alliances with manufacturers in related fields, including Hewlett-Packard, IBM and Microsoft, to regularly discuss changes in user needs to help users make a smooth transition to the cloud at the lowest cost and reduce risk," qu said.

At present, there are two hot spots in the field of data center: green energy saving and intelligent management. Eaton has long been committed to saving energy and increasing efficiency in data centers. Qu Ying once calculated the electricity bill for a customer in a very large-scale data center, and if he can increase the energy rate of the data center solution by 4%, he can save 100 million yuan in electricity bill. "Energy conservation is one aspect of energy efficiency management, and improving energy efficiency is the most important. While energy efficiency is improved, reliability will also rise. Energy efficiency and reliability must develop simultaneously." Qu Ying stressed.

Many customers in China are renovating and expanding their data centers. The area of the data center has expanded from dozens of square meters to hundreds of square meters. It is not a simple addition of a few personnel to achieve effective data center operation and maintenance. The changes in the operation and maintenance environment of the data center require users to consider the issue of operation and maintenance management in advance before the computer room is completed. "on the one hand, we should share the company's successful operation and maintenance experience abroad with Chinese customers; on the other hand, we are preparing to establish a data center operation and maintenance management school, and we will strengthen the training for Chinese partners and customers." Qu Ying introduced it to the reporter.

In the second half of 2014, it is Eaton's goal to achieve rapid growth beyond the average growth rate of the market. "achieving new breakthroughs in the context of high market share is a common challenge for us and our partners." Qu Ying said, "after resolutely implementing the strategy of integrating resources, digging deep into the industry market, and providing overall solutions and value-added services, we are confident of achieving the set growth targets."

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