1. what is the industrial internet?

Industrial Internet refers to a network system based on physical systems, connecting various devices, products, processes, etc. through Internet of Things technology, and using cloud computing, big data, artificial intelligence and other technologies to analyze and process data to realize the monitoring, optimization and innovation of physical systems.

The core of the Industrial Internet is to realize the connection and intelligent management of various "things", including fixed or mobile equipment placed in factories and various use sites, as well as the transportation and use of products. On this basis, it can realize the functions of process traceability, remote monitoring of equipment status, fault warning, etc., and optimize production efficiency, quality, energy consumption and other indicators through data-driven methods to enhance the competitiveness of enterprises.

Development Status of 2. Industrial Internet

As a key infrastructure and enabling element to realize the digital transformation of industry, the industrial Internet has been highly valued and supported by national policies.2017In, the State Council issued the "On Deepening“Internet+Advanced Manufacturing”Guiding Opinions on the Development of Industrial Internet, which put forward the development goals, key tasks and safeguard measures of industrial Internet.2019In 2000, the State Council issued the Implementation Opinions of the New Generation Artificial Intelligence Development Plan, which regarded the industrial Internet as an important area of artificial intelligence applications, and proposed measures such as accelerating the construction of industrial Internet platforms, promoting the open sharing of industrial data resources, and promoting the deep integration of industrial Internet and artificial intelligence.2020In 2007, the State Council issued the Guiding Opinions on Promoting the High-Quality Development of the Manufacturing Industry, which regarded the industrial Internet as an important support for the high-quality development of the manufacturing industry, and put forward the requirements of accelerating the construction of industrial Internet infrastructure, promoting the innovative application of industrial Internet platforms, and cultivating the industrial Internet ecosystem.

Under the guidance and promotion of policies, China's industrial Internet market scale and application scenarios continue to expand. According to data from the Champ Consulting Group,2022In 2010, the market size of China's industrial Internet platform and application solutions reached23.6Billions of dollars (approx.152.5billion yuan), a year-on-year increase36.8%. expected2025year, the market size will reach56.1Billions of dollars (approx.361.6billion yuan),2023-2025Annual CAGR29.6%. At present, China has emerged a number of representative industrial Internet platform manufacturers, such as Huawei, Alibaba, Baidu, UFIDA, Shugen Internet, Kaos, Xugong Hanyun, Defeng Technology, Jianxin Technology (parent company: the fourth paradigm), Oriental Guoxin, Langkun,PTC, Lanzhuo, Meiyun Zhizhu, Gechuang Dongzhi, Xinhua 3., rice network, national double technology, cloud technology and so on. These manufacturers have their own advantages and characteristics in different industries and application fields, providing customers with a variety of choices.

3. Industrial Internet Market Trends

With the advancement of technology and changes in customer needs, the industrial Internet market has also shown some new trends and characteristics, including:

The platform and application product system are becoming more and more unified. Most of the leading platform service providers have been initially formed.PaaSBase technology platform——ApplicationAPP——The three-tier product system of the solution, combined with its own and customer needs, has formed a focus on the development direction of products and solutions. Under the traction of market demand, manufacturing operations in the middle of/Digital Factory Operating System, Production3DDigital twin platform, dual carbon management platform and other professionalPaaSPlatform, all kinds of mid-stage and intelligent application solutions have become the direction of more manufacturers focus on the layout.

Manufacturers increase differentiation in response to increased competition. In addition to all kinds of traditional service providers that have been investing, there are still more background manufacturers in increasing investment and entering the market, and the overall competition in the market has intensified. The industry layout of manufacturers is also extending from traditional energy, equipment manufacturing, electronics manufacturing, etc. to more industries such as chemicals, building materials and consumer goods. Mainstream service providers are seeking and enhancing differentiated competitive advantages through target customer group focus, industry focus and core competence focus, and forming four typical business focus directions: providing digital factory overall solutions, positioning base platform layout ecology, providing data and intelligent solutions, and professional industry solutions.

The business of key manufacturers continues to change significantly.2022Many key business manufacturers have made important progress, but also in the product, strategy and other aspects of the changes and adjustments. For example, Huawei has launched an industrial Internet operating system.HarmonyOSAlibaba Launches Industrial Internet PlatformETIndustrial brain, Baidu launched the industrial Internet platform intelligent cloud, UFIDA launched the industrial Internet platform UFIDA cloud, tree root interconnection launched the industrial Internet platform tree root cloud, Kaos launched the industrial Internet platform Kaos cloud and so on.

The market continues to grow but the pace may decline. Driven by the continuous deepening of enterprise digital transformation,2025China's industrial Internet platform and application solutions market will reach56.1Billions of dollars (approx.361.6billion yuan),2023-2025Annual CAGR29.6%. As the market base becomes larger, some industrial chains are depressed, and the market tends to be saturated in some areas, the market growth rate is expected to decline, and the demand of different industries will also diverge. In the coming years, applications andPaaSThe continuous integration of platform product forms and the sinking of production management applications to the edge will become important development directions.

Competition Pattern of 4. Industrial Internet

Competitors in the industrial Internet market mainly include the following categories:

traditionalITService providers, such as Huawei, Alibaba, Baidu, Xinhua III, etc., have strong technical strength and brand influence, and can provide comprehensiveITInfrastructure and cloud services, and has leading technological advantages in artificial intelligence, big data, Internet of Things and other fields. They mainly build industrial Internet platforms through independent research and development or acquisition of other manufacturers, and expand the market through cooperation with industry leaders or system integrators.

Traditional industrial software vendors, such as UFIDA, Lanzhuo, and Meiyun Intelligence, have a wealth of industry knowledge and customer resources to provide software solutions and services for specific industries or application scenarios.KNIFE/MOM、SCADA、PLMThere is a deep accumulation in such areas. They mainly adapt to the development trend of the industrial Internet through platform transformation based on micro-service architecture, and expand the market by cooperating with other platform vendors or ecological partners.

Traditional industrial automation vendors, such as Siemens,GE, Schneider Electric, Rockwell Automation, Emerson,ABB, Mitsubishi Electric andHoneywellThey have strong equipment manufacturing capabilities and industry vertical integration capabilities, can provide integrated solutions from sensors to controllers to actuators, and have advanced technical advantages in industrial communications, industrial security, industrial data analysis and other fields. They mainly build industrial Internet platforms through mergers and acquisitions or independent research and development, and enhance market competitiveness through connections with their own equipment or other manufacturers' equipment.

Emerging industrial Internet innovators, such as Shugen Internet, Kaos, Xugong Hanyun, Defeng Technology, Jianxin Technology (parent company: Fourth Paradigm), Oriental Guoxin, Langkun,PTCThey have agile innovation capabilities and flexible business models, can provide platforms and application solutions for specific industries or application scenarios, and have outstanding technical advantages in industrial data acquisition, industrial data intelligence, industrial edge computing and other fields. They are primarily working with industry leaders or system integrators to quickly validate markets and acquire customers.

Customer Needs for 5. Industrial Internet

Industrial Internet customers mainly include the following categories:

Manufacturing enterprises, who are the end users of the industrial Internet, need to realize the digitization, intelligence and optimization of the production process through the industrial Internet platform and application solutions, improve production efficiency, quality, energy consumption and other indicators, reduce operating costs and risks, and enhance market competitiveness. Their needs for the Industrial Internet include:

Equipment data collection and workshop networking to realize real-time monitoring of equipment status, fault warning and remote diagnosis, and improve equipment availability and performance;

Production process data analysis and visualization, to achieve transparency, standardization and optimization of the production process, improve production efficiency and quality;

Product life cycle management, to achieve product design, manufacturing, transportation, use and recycling of data traceability and management, improve product performance and meet customer needs;

Energy management and energy conservation and emission reduction, monitoring, analysis and optimization of energy consumption, reducing energy costs and environmental impact;

Digital twins and simulation enable digital mapping and simulation of physical systems to support scenarios such as product development, production planning, and operational optimization.

Equipment manufacturers, who are important service providers of the Industrial Internet, need to use the Industrial Internet platform and application solutions to achieve remote monitoring and service of their own equipment during service, enhance equipment brand value and customer satisfaction, and increase aftermarket service revenue. Their needs for the Industrial Internet include:

Equipment intelligent transformation, equipment data collection, transmission and storage of standardization and standardization;

Equipment operation and maintenance management, to achieve real-time monitoring of equipment status, fault warning and remote diagnosis, to provide timely and effective maintenance services;

Equipment performance analysis, to achieve the analysis and optimization of equipment operating parameters, improve equipment performance and efficiency;

Remote control of equipment to realize remote start-stop, adjustment and upgrade of equipment, and provide flexible service mode;

Device data is open, enabling the sharing and exchange of device data, and supporting the docking and collaboration of devices with other platforms or applications.

System integrators, who are important partners of the Industrial Internet, need to provide one-stop digital transformation services for manufacturing enterprises through the Industrial Internet platform and application solutions, including consulting, planning, design, implementation, operation and maintenance, etc. Their needs for the Industrial Internet include:

Platform selection and integration, according to the customer's industry characteristics and application needs, select the appropriate industrial Internet platform, and achieve with the customer's existing.ITsystem andOTSystem integration;

Application development and customization, according to the customer's specific problems and objectives, the development and customization of suitable industrialAPP, And realize the docking and operation with the platform;

Data acquisition and processing, according to the customer's data source and data quality, the use of appropriate data acquisition equipment and methods, and data cleaning, conversion, storage and other processing;

Data analysis and optimization, according to the customer's data characteristics and analysis objectives, the use of appropriate data analysis methods and tools, and the analysis results of visual display and optimization recommendations;

Project management and operation and maintenance, according to the customer's project scale and progress, adopt appropriate project management methods and tools, and monitor, evaluate and improve the operation of the project.

Marketing Strategy of 6. Industrial Internet

Based on the above analysis of the industrial Internet market, this paper puts forward the following suggestions for marketing strategies:

Focus on industry segments, in-depth understanding of customer pain points and value points, to provide customized solutions and services. The industrial Internet market is a typical vertical market segment. Different industries, different sizes, and different types of customers have different needs and expectations. Therefore, industrial Internet manufacturers should have a clear industry positioning, choose subdivisions that they are good at or have advantages for deep cultivation, recruit and train talents who understand the industry, technology, technology, and marketing, and establish long-term and stable cooperative relationships with customers., Provide solutions and services that meet the actual needs and value points of customers.

Establish a platform-centric product system to develop and integrate industry for specific application scenarios.APP, to achieve data acquisition, analysis, visualization and optimization. The platform is the basis and carrier of services provided by industrial Internet manufacturers. It should have the characteristics of high performance, high reliability, high security, and high expansion, and can support the access and integration of multiple devices, data sources, protocols, and standards. At the same time, the platform should also have low-code or no-code development capabilities to quickly develop and deploy industrial applications for specific scenarios.APP, and can realize data acquisition, analysis, visualization and optimization functions. In addition, the platform should also have openness and compatibility, and be able to interface and coordinate with other platforms or applications to form a complementary and win-win ecosystem.

Use advanced technologies such as cloud computing, edge computing, Internet of Things, and artificial intelligence to improve platform performance, low-code development capabilities, and data security assurance capabilities. Cloud computing, edge computing, Internet of Things, artificial intelligence and other technologies are important supports and driving forces of the industrial Internet, which can provide more technology choices and innovation space for industrial Internet manufacturers. Cloud computing can provide elastic, scalable, and low-cost computing resources and services, edge computing can provide real-time, efficient, and low-latency data processing and analysis capabilities, and the Internet of Things can provide extensive, flexible, and intelligent device connection and management capabilities. Artificial intelligence can provide accurate, in-depth, and automatic data analysis and optimization capabilities. Industrial Internet vendors should flexibly use these technologies according to the different needs and scenarios of customers to improve platform performance, low-code development capabilities and data security capabilities.

Build an ecosystem, establish strategic partnerships with industry leaders, industrial software vendors, system integrators and other partners, and share resources and value. The industrial Internet market is a complex and diversified market, involving multiple industries, multiple fields, and multiple levels of customers and service providers. It is difficult to meet the needs and challenges of the market by relying on the strength of an enterprise alone. Therefore, industrial Internet vendors should build an ecosystem, establish strategic partnerships with industry leaders, industrial software vendors, system integrators and other partners, and share resources and value. Through the ecosystem, industrial Internet vendors can expand market coverage, improve customer satisfaction, increase revenue streams, reduce operating costs, and enhance competitive advantage.

Strengthen brand building and marketing promotion, use online and offline channels and methods to enhance visibility and influence, and establish an expert image and industry leader status. Brand is an important asset for industrial Internet manufacturers to gain customer trust and loyalty, and it is also an important symbol to distinguish competitors. Strengthening brand building and marketing promotion can improve the visibility and influence of industrial Internet manufacturers in the market, increase customer awareness and preference, and promote customer conversion and retention. Industrial Internet manufacturers should use a variety of online and offline channels and methods, such as official website, social media, professional media, industry forums, exhibitions, seminars, etc., to show their product advantages, technical strength, successful cases, etc., and share their experts Opinions, industry insights, market trends, etc., establish an expert image and industry leader status.

Conclusion

Industrial Internet is the key infrastructure and enabling element to realize industrial digital transformation, and it is also an important means to promote intelligent manufacturing. With the support of national policies and technological progress, the industrial Internet market scale and application scenarios continue to expand, but it also faces challenges such as industry demand differentiation, unclear business models, data security and privacy protection.

This paper analyzes the definition, development status, market trend, competition pattern and customer demand of industrial Internet2023Recommendations for industrial Internet marketing strategies, including focusing on industry segments, in-depth understanding of customer pain points and value points, providing customized solutions and services;APP, Realize data collection, analysis, visualization and optimization; Use advanced technologies such as cloud computing, edge computing, Internet of Things, artificial intelligence, etc. to improve platform performance, low-code development capabilities and data security assurance capabilities; build an ecosystem and cooperate with industry-leading companies, Industrial software vendors, system integrators and other partners establish strategic partnerships to share resources and values; strengthen brand building and marketing promotion, use a variety of online and offline channels and methods to enhance visibility and influence, and establish an expert image and industry leader status. It is hoped that this paper can inspire and help the marketing strategy of industrial Internet manufacturers.