As China’s automation appetite grows beyond mega-factories, ABB is betting big on the mid-market. Its latest launch of three robot families – Lite+, PoWa, and a redesigned IRB 1200 – marks a strategic shift to tap the country’s booming small and medium-sized enterprise (SME) segment. (See video below.)
Manufactured at ABB’s state-of-the-art Shanghai Mega Factory (main image), the new robots are purpose-built for mid-tier industrial applications, offering simplified deployment, AI-ready controls, and modular designs.
The move signals ABB’s intent to lead not just in top-tier industrial automation but also in more accessible, user-friendly robotics platforms tailored for China’s evolving industrial landscape.
China’s growing mid-market demand
China is the world’s largest robotics market, accounting for more than half of global robot installations in 2023, according to the International Federation of Robotics (IFR).
While large electronics and automotive companies have long driven adoption, the next wave of growth is increasingly coming from SMEs in consumer goods, materials handling, and general manufacturing.
Between 2021 and 2024, China’s mid-market robotics segment grew at a compound annual growth rate (CAGR) of 24 percent. ABB expects that momentum to continue, forecasting 8 percent annual growth through 2028.
That trend is reshaping the product requirements: customers now seek smaller, faster-to-deploy robots that are easier to program, integrate, and maintain.
ABB’s new lineup: Made in Shanghai, designed for agility
ABB’s three new robot families are:
- Lite+: A compact, entry-level robot designed for essential pick-and-place and material handling tasks. Its affordability and simplicity make it ideal for first-time automation customers, especially in electronics assembly.
- PoWa: A collaborative robot (cobot) with industrial-level speeds of up to 5.8 m/s. Tailored for SMEs, PoWa offers plug-and-play deployment and no-code programming. It can be up and running within an hour of unboxing – a game-changer for small teams with minimal robotics expertise.
- IRB 1200 (Next Generation): A redesigned version of one of ABB’s most popular models, the new IRB 1200 is 20% lighter and more compact, making it suitable for space-constrained production cells. It targets high-speed, high-precision applications like dispensing, polishing, and micro-assembly.
All three robot families are powered by OmniCore, ABB’s unified control platform. OmniCore supports the integration of AI, machine vision, sensor fusion, cloud, and edge computing – capabilities increasingly demanded by Chinese manufacturers aiming for smart factory status.
AI-powered flexibility and natural language control
At the launch event in Shanghai, ABB showcased an AI-based natural language programming tool built into the PoWa cobot. The system uses a “see, speak, do” approach where the robot perceives its environment, processes spoken instructions, and executes tasks accordingly – significantly reducing setup times and lowering the barrier to entry for new users.
Marc Segura, president of ABB Robotics, said: “By delivering flexible, modular, AI-powered technology that lowers barriers to automation, we are driving adoption of advanced manufacturing in new segments and supporting the next wave of industrial innovation in China and beyond.”
Pricing and value for SMEs
ABB has not disclosed specific pricing for the new models but says the Lite+ and PoWa families are competitively positioned for the mid-market. Given the cost-sensitive nature of SME buyers, the company emphasizes total cost of ownership (TCO) advantages such as faster deployment, lower maintenance, and high software compatibility.
This mid-market push also reflects ABB’s broader strategy of localization. More than 90 percent of ABB robots sold in China are now made locally, leveraging Shanghai-based R&D, engineering, and manufacturing. That vertical integration allows for faster response to local market needs, lower costs, and tighter supply chain control.
Strategic implications and competitive positioning
With Chinese robot makers like Efort, Estun, and Siasun gaining ground domestically, ABB’s new offerings aim to retain relevance in a price-sensitive and innovation-driven market.
Unlike many local players, ABB is offering a full-stack solution – hardware, software, and AI controls – built around a standardized platform (OmniCore), which could prove attractive to mid-sized customers planning long-term automation scaling.
Sami Atiya, president of ABB’s Robotics & Discrete Automation Business Area, noted: “We are helping new industries and customers automate with new mid-market value propositions. China’s growth from small and medium sized businesses is driving the increasing demand for accessible, user-friendly solutions.”
Outlook: mid-market is the new growth engine
ABB’s launch of these robot families is more than a product update – it’s a reflection of shifting industrial dynamics in China. As the country looks to enhance manufacturing resilience, reduce labor dependency, and upgrade productivity, mid-sized enterprises are becoming critical to automation’s next phase.
For ABB and other global robotics leaders, success in China increasingly hinges not just on innovation at the high end, but on democratizing automation for the middle of the market.
