On February 16, Haier Group (hereinafter referred to as "Haier") announced that it had signed an agreement with shareholders Ji Defa, Liu Liping, and Ji Yi of Shanghai STEP Electric Corporation (hereinafter referred to as "STEP"). According to the agreement, Haier will acquire 10% of STEP's shares and 19.24% of its voting rights. After the completion of the transfer, Haier will indirectly become the actual controller of STEP. Additionally, Haier plans to subscribe to new shares issued by the company to specific investors, and after the deal is concluded, Haier will hold 26.83% of the total outstanding shares of STEP.
As a representative of the real economy, Haier has always focused on industrial development, adhered to user-centric innovation, and consistently pursued original technologies. The company has established three major business ecosystems: smart home solutions, healthcare industry, and digital economy. Within the digital economy ecosystem, leveraging 40 years of manufacturing experience, Haier has developed the COSMOPlat industrial internet platform, which centers on mass customization and involves users throughout the entire process. The platform follows a "one-inch-wide, hundred-inch-deep" strategy, creating a multi-dimensional empowerment model across industries, fields, and regions. It has facilitated the digital transformation of 15 industries, including home appliances, automotive, electronics, and chemicals, serving a total of 160,000 enterprises, and has ranked first in the national "cross-industry and cross-domain industrial internet platforms" list for six consecutive years.
Founded in 1995, Shanghai STEP Electric Corporation specializes in control algorithms and software development. Based on its deep expertise in control technology, the company has established three core business segments: control and drive systems, robotics, and elevator control systems. STEP is a leading enterprise in China's industrial automation sector, offering a comprehensive range of products and holding a strong market position. According to STEP's 2024 semi-annual report, its elevator controller business ranks second globally, while its SCARA robots are the second best-selling domestic brand and the fourth globally. As one of China's top domestic robotics manufacturers, STEP was also among the first to achieve fully independent and controllable control technology.
After the transaction is completed, Haier will integrate its global supply chain, digital marketing, lean management, and branding resources with STEP, accelerating the company's growth in the industrial automation sector. As a leading Chinese industrial robotics company, STEP's key strengths lie in control technology and algorithm capabilities, particularly in SCARA and articulated robots, where it holds a leading market position.
1. Technological Complementarity
STEP's fully independent control technology is a critical underlying capability for mobile robots, enabling precise navigation and path planning. Meanwhile, Haier's COSMOPlat industrial internet platform, with its big data, AI models, and cross-industry expertise, can further enhance the intelligence of STEP's robots. For example, real-time data analysis could optimize mobile robots' operational efficiency.
2. Expansion of Application Scenarios
Haier's ecosystem in smart home and healthcare presents new opportunities for mobile robot applications. This could lead to collaborative development in home service robots, medical logistics robots, and other specialized solutions.
Key Enablers of the Mobile Robotics Industry
1. Deep Integration of Industrial Internet and Robotics
Haier's mass customization model on the COSMOPlat platform enables direct user feedback into robot manufacturing, shifting mobile robots from standardized products to flexible, adaptive solutions. In warehouse logistics, for instance, customized AGVs (automated guided vehicles) can dynamically adjust scheduling strategies based on real-time order demands.
2. Supply Chain and Cost Optimization
Haier's global supply chain will help reduce STEP's costs for core components such as servo motors and sensors, enhancing the competitiveness of its mobile robots. Furthermore, synergies in lean management are expected to shorten product delivery cycles.
3. Accelerated Technological Advancements
STEP's semiconductor robotics solutions, such as wafer-handling robots, combined with Haier's presence in chip and electronics manufacturing, may drive breakthroughs in high-precision mobile robotics for the semiconductor industry.
Reshaping the Competitive Landscape
Accelerated Domestic Substitution: STEP's SCARA robots rank second among domestic brands and fourth globally. With Haier's backing, the company is poised to strengthen its market position and expand into international markets.
Ecosystem-Based Competition: Haier's acquisition of STEP completes its industrial automation puzzle, forming a closed-loop ecosystem of "industrial internet platform + robotics hardware + application solutions". This move could push competitors toward full-scope industry integration, shifting competition from individual products to comprehensive service ecosystems.
Market Outlook and Challenges
Policy and Market Growth: According to the 2024 China Industrial Internet Industry Economic Development Report, the core industrial internet market is expected to reach 1.53 trillion yuan in 2024, growing at 10.65% annually. As an integral part of industrial automation, mobile robots will continue to benefit from the intelligent manufacturing boom.
Profitability Pressure: STEP has faced consecutive financial losses in recent years (2024 estimated net loss: 185 million–367 million yuan). Haier must rapidly commercialize STEP's technology to achieve returns. If synergy effects fall short, long-term investment in mobile robotics could be impacted.
Future Prospects: Expanding from Industrial to Service Robotics
The collaboration between Haier and STEP may extend into humanoid robotics. By combining STEP's control systems expertise with COSMOPlat's AI capabilities, the companies could develop service robots for homecare and healthcare, such as elderly care robots or surgical logistics robots. Additionally, existing customer resources in the automotive industry could open new opportunities for mobile robotics in NEV (New Energy Vehicle) manufacturing.
