The mass entry of elevator companies under the Fuji brand into Asia began as early as the 1990s. Rather than through official licensing, local manufacturers adopted the Fuji name, inspired by the widespread use of Fuji Electric inverters — critical components in elevator control systems.
Four-tier market hierarchy
- First level (FUJI, Fujitec, Shanghai Fuji): ~15,000 units per year; Industry 4.0 factories; advanced research and development
- Second level (Shandong Fuji, Chongqing Fuji): 1,000-4,000 units; limited investment in R&D
- Third-fourth level: Small workshops; unreliable products; low-budget installation
FUJI's competitive advantage
FUJI stands out through full control over its processes, influence over the supply chain and adherence to international certifications. FUJI acts both as a manufacturer and as a supplier of components within the ecosystem.
