Two Chinese central government backed website China Environment News website and China Economic Net have recently published this article :
How environmental technology wins a place. And yes MABR gets a mention in the article.
http://www.ce.cn/cysc/newmain/yc/jsxw/201802/23/t20180223_28227663.shtml
http://www.cenews.com.cn/qy/201802/t20180223_866549.html
Most of the environmental protection company is small and medium-sized enterprises. Compared with the higher capital level enterprises, the capital strength and brand appeal are generally weaker. It is usually the breakthrough point of these enterprises, and the core competitiveness is the technical strength.
Editor's press
Slade, the country's largest leather crushing equipment settled in Eastern of China days ago, Australia sewage treatment enterprise BioGill environment and our country Yunnan's environmental protection enterprises to carry out technical cooperation. Behind all this cooperation, it becomes the urgent need for our environmental protection enterprises to meet the needs of foreign technology and localization, R & D and production, and technology transfer has also become another important industry of environmental protection.
However, a lot of environmental protection enterprises are also confused. There is a demand for the technology but not clear. There are difficulties in seeking the foreign technology, and the technology is difficult to create benefits for enterprises. What kind of foreign technology is needed for Chinese enterprises?
The development of the environmental protection industry has brought a lot of technology demand to the environmental protection enterprises, including the introduction of foreign advanced technology and technology transfer has become a new industry demand.
What are the overseas technologies that Chinese environmental companies need? Many answers are: technologies that can achieve good results, stable operation, less manpower investment, short construction period, low price, wide applicability, well-known brands, high barriers to competition and hard to copy. But after all, this is an enterprise expectation of technology. Such technology either does not exist or exists but it is extremely difficult to obtain the technology.
The reason for this is that in the project, the author will encounter clients' unrealistic expectations for overseas advanced technology, and is disappointed when some indicators are hard to meet their expectations.
In any field where there is sufficient competition and more adequate competition, all the dimensions can win the same kind of technology and products basically does not exist, even they exist but there are few.
Enhance customer perception
In addition to improving the core technical parameters and cost performance of the product, we should also focus on how to impress the customers in the process of on-site demonstration.
Environmental protection is a professional field with obvious internal cognitive threshold.
Although water, gas, and soil, these environmental media are related to each other, but when related to the technical level then it means
difference in profession makes one feel worlds apart. It is the norm that the customer does not understand the technology. At present, most of China's environmental protection enterprises on a project needs to provide the products and services of homogeneity is relatively high, the difference lies in the ability of project management, familiarity with specific types of different customers, rather than the technical principle underlying difference, namely "everybody can do, the difference is you can score 75 points. He can score 80 points.". Under such a background, how to make customers, especially those who do not know technology, perceive the advantages of technology is very important, which is often ignored by the "engineer" thinking of environmental protection enterprises.
More generally speaking, customers, including government customers and industrial customers, have become more and more convinced of their direct perception - seeing is real. Engineers in environmental protection enterprises are also concerned about how to improve their core technology parameters and cost performance.
Even in a more extreme case: if an overseas technology is applied to a system or process, it will make the customer and the public feel more strongly. Even if the technology is limited to the core technical parameters, its value can not be ignored.
Brand recognition
If technology itself is a subdivision and there is a certain threshold, the enterprise must have some characteristics and exclusiveness in this technology.
There are about 100 listed companies, about 500 new three board enterprises and thousands of small and medium-sized enterprises in China's environmental protection industry. Most of the environmental protection industry is small and medium-sized enterprises, this group, compared with the higher capital level of the enterprise, the capital strength and brand appeal is generally relatively weak. It is usually the breakthrough point of these enterprises, and the core competitiveness is the technical strength.
For a technological enterprise that truly survives with technological competitiveness, it is very important to equate a technology with its own brand and let the industry first talk about this technology. For example, the industry mentioned RO membrane (reverse osmosis membrane) will be associated with the times Walton, magnetic separation technology think of ring energy technology, soil testing equipment think Gaia environmental protection and so on. If "technology branding" is realized, the enterprise's identification (valuation), marketing potential and customer cognition will be greatly improved in the capital market.
But it is worth noting that such "technology branding" must meet certain conditions. First of all, the technology itself is a subdivision of the field and has a certain threshold, and no business can equate the "industrial water treatment technology" with the brand. Secondly, the enterprise must have certain characteristics and monopolization in this technology, and the enterprise has a certain discourse right in this field of technology.
Changing the ideas inherent in the industry
Breaking the "consensus" and "habit" of the industry with high innovation and practical will bring great attention in the industry.
In our country, the knowledge community of various sub sectors of environmental protection has been formed. For most specific technologies, there is a consensus among professionals. For example, a technology is outdated, expensive and promising, but the key problem is not yet solved. Such a consensus makes the exchange of people in the industry basically a consistent cognitive basis, making communication more smooth and efficient. But such collective cognition is not invariable.
If a technology breaks the "consensus" and "habits" of some industries with high innovation, and it is practical, it will cause great concern and discussion in the industry. Breaking cognition will become the most significant label and marketing point of this technology. The technical brand of the enterprise with this technology is also formed.
For example, the inherent idea of biofilm reactor technology development is to continuously improve reactor structure and aeration device, improve oxygen utilization rate of biofilms with smaller bubbles and more complete mixing, thereby enhancing the efficiency of microbial digestion of organic matter. But in recent years, the MABR reactor with relatively high heat in the market has broken the idea. The efficiency of oxygen utilization has increased to nearly 100% from the traditional 20%~30% to the internal aeration way. This kind of break and remolding of industry cognition is the important reason that this technology has high recognition degree in academic circle and industry circle, and has become the hot spot of research.
Realizing low cost "embedding"
Especially for those that are less efficient in the existing facilities, they can efficiently use the existing facilities and occupy less space. The technology of installation and construction is less interfering with the operation of existing facilities.
In fact, in the field of environmental protection, especially the construction period of environmental infrastructure has entered the second half of the mature period, such as urban sewage treatment, municipal sanitation, environmental monitoring and so on. In these areas, new projects have entered a gradually decreasing stage. The main market growth point is constantly shifting to upgrading and upgrading existing facilities aiming at improving efficiency, improving processing capacity, replacing manpower and improving environmental friendliness. Such market still needs technology, especially for those technologies that are less available for existing facilities, and can efficiently use existing facilities and occupy less space. The installation and construction process has little interference with existing facilities. For example, a bioreactor that can be modularized into a sewage treatment plant to achieve a deep treatment of sewage, such as a module that can be effectively removed from the POPs in the future.
As a result, the external driving force such as emission standards upgrading, new control pollutants and other enterprises' internal demand for efficient operation, cost reduction and labor input will continue to promote environmental protection facilities upgrading. In meeting this type of demand, the cost input in the project is as low as possible. It is the key point for the environmental protection enterprises to convince the customers to pay the bill. The technology that meets this demand will provide great value to the environmental protection business involved in the related business.
International Competitiveness
Through international market verification, the knowledge of brand and technology has been established and the technology and products will become a rapid channel for a part of the enterprise to improve its international competitiveness.
At present, the status quo of China's environmental protection industry, "13th Five-Year" period of the environmental policy framework and institutional management system has been basically finalized, two years of environmental protection industry in the external environment will not change too much in the future. But according to the author's observation, after 2020, the requirements of the national management on environmental protection are likely to have new content. There is a big uncertainty in how the environmental protection industry and the subdivision industry change. In the industry, the differentiation and competition of environmental protection enterprises and the elimination of enterprises have been greatly intensified. Under such circumstances, entering the international environmental market to create new profit points and dispersing business risks has become a strategy for some environmental protection enterprises to think seriously.
In fact, in recent years, there are some problems in the process of "going out" for environmental protection enterprises. Although the overseas revenue of environmental protection enterprises has increased, there is still no real overseas business for the vast majority of enterprises. Even if there is an overseas business, it is not the mainstream. There are many reasons such as talent, enterprise characteristics, capital supervision and so on. But in the final analysis, the main reason is that the domestic market is good at making money, the international market is unfamiliar and the attraction is insufficient.
If a subdivision of the domestic market really enters the downlink cycle, the real driving force of environmental protection enterprises will undoubtedly increase. At that time, when China's environmental protection enterprises become target enterprises of foreign countries, domestic technology has many challenges in terms of patent legality and adaptability to the local characteristics of the target market. In many ways, the technology and products that have been verified by the international market and the cognition of brand and technology have been established in the international market will become a fast way for some enterprises to enhance their international competitiveness.
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