Director of Electrical Cabinet Products Division, Weidmüller Asia Pacific
Lars Kosubek
The 175-year-old code of "response": Creating the future through "connectivity"
Adapt to change
Asia-Pacific Strategy
Intelligent Manufacturing Future
Empowering Local
How can connectivity technology contribute to the future of smart manufacturing? What is the DNA of Weidmüller's continuous evolution? What is Weidmüller's strategic focus in the Asia Pacific and China markets?
This year marks the 175th anniversary of Weidmüller, a global expert in electrical solutions. This milestone reflects its rich history and its remarkable vitality, characterized by continuous evolution and breakthroughs. Recently, a reporter from CONTROL ENGINEERING China interviewed Mr. Lars Kosubek, Director of the Electrical Cabinet Products Division for Weidmüller Asia Pacific , for an in-depth discussion on current hot topics and Weidmüller's strengths.
Weidmüller has been around for 175 years. In your opinion, what is the core "secret" to the company's continued development?
This question touches on the key to Weidmüller's success. I believe our core secret lies in the wisdom of "staying true to our core amidst change ." From starting out manufacturing clothing buttons in 1850 to becoming a global leader in the Industrial Internet, we have weathered several major industrial transformations. Throughout this process, we have maintained a deep understanding of the essence of technology while responding swiftly to market changes.
Specifically, we discovered "connectivity" as the core of our technology. Just as early buttons served as "connectors" in clothing, today's industrial internet solutions are also forms of "connectivity ." This adherence to our core principles ensures we never lose our way during transformations. Simultaneously, we have established a robust technology early warning mechanism to continuously track the development trends of emerging technologies, ensuring we can anticipate, adapt to, and even lead change. This ability to balance "change and continuity" is the fundamental reason why we have grown stronger over three centuries.
What is the strategic significance of the Chinese and Asia-Pacific markets for Weidmüller? How do you view the competitive environment in this market?
The Chinese and Asia-Pacific markets are crucial to our global strategy. This market is not only a key engine for sales growth, but also a source of technological and business model innovation.
The competitive environment in this market is unique-it is both the most fiercely competitive battlefield globally and a vibrant testing ground for innovation. Here, simple technological or price advantages are insufficient to guarantee success. Customers require comprehensive solution capabilities, including product reliability, technological advancement, cost competitiveness, and rapid response service. More importantly, the Chinese market's acceptance and pace of digitalization far surpasses that of other regions, compelling us to integrate digital thinking into every aspect of our products and services.
Faced with the multiple challenges in the current market, what strategies has Weidmüller adopted?
We are implementing a "dual-track" strategic approach.
01. Deepening the advantages in the field of connectivity technology
For example, we have expanded our innovative SNAP IN squirrel-cage connection technology across our entire product portfolio . This technology significantly improves installation efficiency while ensuring connection reliability. We continue to invest in our traditional strengths, such as terminal blocks and relays, to ensure we remain a leader in performance, cost, and delivery capabilities.
02 Actively Embrace Digital Transformation
We are building a data-driven business model that integrates AI technology into product development and customer service.
I liken this strategy to "navigating a storm"-it requires both sufficient stability to weather the waves and enough flexibility to seize opportunities. Our goal is to stabilize our core business while actively exploring new growth areas.
In terms of localization, besides its factories in China and logistics centers in Asia, what other progress has Weidmüller made?
Localization is indeed one of our core strategies in the Chinese market. In addition to the production bases and Asian logistics centers you mentioned, one of our recent significant developments is the launch of the "Kirin" series of products specifically designed for the Chinese market . The development of this series stems from our deep understanding of the needs of Chinese customers-they require products that meet international quality standards while being more tailored to the local market in terms of cost, delivery time, and usage habits.
The "Kirin" series of products now covers almost all the products needed by local customers on a daily basis, from terminal blocks, relays, PCB connectors to power supplies, remote I/O, Smart Crimper strippers, and more.
The development of this product series was entirely led by our technical team in China, with the entire process from conception to product launch completed locally. This not only significantly shortened the product development cycle, enabling us to respond to market changes more quickly, but also optimized our cost structure, allowing customers to obtain high-quality products at more reasonable prices. The launch of the "Kirin" series signifies that our localization strategy has extended from manufacturing and logistics to R&D and innovation.
How exactly is Weidmüller transforming from a product supplier to a solutions partner?
This transformation is an inevitable choice for us in response to industry change. We recognize that customers need more than just individual products; they need holistic solutions that address real-world problems. Therefore, we have redefined our value creation approach, focusing on the entire customer lifecycle experience.
01 In the design phase
Our WMC software is deeply integrated with mainstream ECAD platforms, automating accessory selection and IEC standard design. Statistics show that this can help engineers improve design efficiency by approximately 30%.
02 In the manufacturing process
Our Workplace Solution seamlessly integrates design data with semi-automated label printing and wire preprocessing equipment, eliminating human error and increasing the efficiency of traditional manual operations by more than 50%.
More importantly, we have established a professional consulting team. These experts go deep into our clients' sites to diagnose pain points in their production processes and provide customized optimization solutions. This in-depth collaboration allows us to innovate together with our clients, developing products and solutions that better meet their actual needs.
How does Weidmüller meet customers' diverse connectivity needs for different application scenarios?
We are committed to putting customer needs first and finding the most suitable solutions for different requirements. For example, in vibration environments, we recommend using screwless connection technology, which maintains stability even under strong vibrations and is particularly suitable for fields such as rail transportation and heavy machinery.
In high-volume production scenarios, this technology can also significantly improve installation efficiency. For reliability-critical applications, our SNAP IN technology excels. It eliminates the need for time-consuming crimping, enabling safe and reliable connections even with flexible conductors lacking end loops. This addresses several pain points of traditional wiring methods.
Looking ahead, how will Weidmüller continue to lead the industry by balancing heritage and innovation?
Looking ahead, we will continue to deepen our understanding and development of connectivity technologies. Connectivity is not merely physical contact, but also the transmission of signals, data, and value. We will invest more resources in researching next-generation connectivity technologies, including fundamental technologies such as high-performance materials and smart connectors.
We firmly believe that our 175 years of accumulated experience is not a burden, but rather the foundation of our confidence to innovate. We will embrace new technologies with an open mind and solve customer problems with a pragmatic spirit, continuing to be a trustworthy partner in the new era of intelligent manufacturing.
Post-interview notes
Having traversed 175 years, Weidmüller's secret to success lies in its precise grasp of the balance between "change and continuity"-what changes are the ever-evolving technologies and markets, while what remains constant is its profound understanding of the essence of connectivity and its relentless pursuit of customer value. Under the leadership of Mr. Lars Kosubek, Weidmüller's Electrical Cabinet Products Division continues to work hand in hand with Chinese customers, using innovative technologies and forward-looking strategies to jointly weave a future vision for intelligent manufacturing.