ROBOTPHOENIX
To create excellent quality with highly-sophisticated technology and to provide professional and highly efficient service.
In May 2025, in Turin, Italy, Chinese industrial robotics manufacturer Robotphoenix made a remarkable debut at the IPACK-IMA MILANO 2025 by showcasing its latest generation of high-performance delta robots. At the event, the company also announced significant milestones in its European localization strategy. This exhibition marks the outcome of two years of deep cultivation in the European market and the construction of a localized service network.
Founded in 2012, Robotphoenix specializes in the R&D, manufacturing, and implementation of industrial robots and automation solutions. Since the launch of its first delta robot in 2014, its products have quickly attracted attention in international markets, particularly from technically sophisticated users in Europe and the US. However, early overseas expansion was mainly driven by online sales, targeting customers with secondary development capabilities. At the time, the brand’s global recognition and service infrastructure were still in their infancy, and most international shipments were delivered under OEM or white-label arrangements.
With the overall image of "Made in China" improving and global demand for high-performance, cost-effective industrial products on the rise, Robotphoenix has been strengthening its international strategy—transforming from simple overseas sales to a fully localized operational model.
To enhance competitiveness in the European market, the company has steadily advanced its product certifications and testing over the past two years. It successfully obtained CE certification from SGS and completed MTBF (Mean Time Between Failures) stability tests, fully validating the safety and reliability of its products in high-intensity industrial applications.
At the same time, Robotphoenix has been building a robust local service system in Europe. To date, over 15 local electrical engineers and 5 pre-sales mechanical engineers have been trained across the region, with numbers still growing. The training program spans up to one year and covers the full service chain—from installation and commissioning to technical support and customer communication. The company understands that strong local service capabilities are key to earning the trust of European clients.
In Turin, Italy’s industrial hub, Robotphoenix has established its own factory and partnered with local distributor to implement pre-positioned inventory mechanism, significantly improving delivery responsiveness. Embracing the “Local for Local” operational philosophy, the company has successfully integrated its brand, distribution channels, and services into a cohesive, localized ecosystem.
A company representative stated:
> “We believe that exporting industrial products is not just about product competitiveness, but also about deeply integrating brand and service values. Chinese industrial firms still face challenges in brand recognition, language, culture, and after-sales support, but we firmly believe that ‘Though the Northern Sea is far, we can reach it with the right wind’ — a Chinese saying that means with the right opportunity and determination, even the most distant goals can be achieved. Robotphoenix is proud to be part of the force driving Chinese technology brands onto the world stage, earning greater global respect for ‘Made in China’.”
This debut at the IPACK-IMA MILANO is not just a technical showcase, but a clear signal of Robotphoenix’s determination to deepen its global presence and release firm confidence in overseas markets. Moving forward, the company will continue expanding its localized partnerships in Europe and strive to achieve further breakthroughs for “Intelligent Manufacturing in China” in the global high-end manufacturing sector.
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