Into the Red Ocean | Extracting Value Beneath the Noise of Price Wars

Is there still another path to be found

In this episode of “Atomrobot Roundtable,” we confront the brutal frontline of the industrial robotics market and invite two commanders deeply embedded in real-world battles:

Huang Peiqing, Sales Head of Atomrobot’s SCARA Business Unit

Ding Yujian, Head of the Cobot palletizers Business Unit

Together, they engage in a candid and in-depth dialogue on competition, survival, and the reconstruction of value.

This is not a discussion about “how to out-compete others at any cost.”

When markets shift from growth-driven to stock-based competition,

The Nature of the Red Ocean — An End, or a Beginning?

What fundamentally distinguishes today’s red ocean from the “intense competition” of five years ago?

According to Ding Yujian, the difference is stark:

“Back then, competition determined winners and losers. Today, it determines survival.”

Rising customer expectations and rapid market feedback now force companies to develop robust R&D capabilities, comprehensive service systems, and tightly controlled costs.

Huang Peiqing, viewing the issue through the lens of product life cycles, points out that the red ocean is an inevitable stage for any product category.

“Today’s red ocean is both a ruthless battlefield and a crucible for real value.”

 The Survival Paradox — To ‘Involute’ or Not?

If competing purely on price is a dead end, why does no one dare to stop?

Huang Peiqing is clear:

“We don’t sell the future.”

Ding Yujian holds firm to one belief:

“Brand value comes first.”

In a market of extreme homogenization, how can teams truly understand and convey the full value of a product?

Both leaders arrive at the same conclusion from different paths:

“In the red ocean, principles are the last lighthouse.”

Beyond Price: What Truly Carries a Company Through Cycles

In this conversation, we attempt to extract—beneath the noise of pricing battles—

Not lower prices, but higher value.

We invite you to watch the full episode of “Atomrobot Roundtable | Into the Red Ocean”