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2022-08-03
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China's construction machinery development competition pattern staged a "game"

China's construction machinery development competition pattern staged a "game"

China's construction machinery information

Guide: the competitiveness of the construction machinery industry refers to the ability to obtain the best market share and profits in the domestic and foreign markets with low production (service) costs and distinctive product (service) characteristics in the existing macro environment and industrial development level. At present, the process of economic globalization is accelerating, and the construction machinery industry

the competitiveness of the construction machinery industry refers to the ability to obtain the best market share and profits in the domestic and foreign markets with low production (service) costs and distinctive product (service) characteristics in the existing macro environment and industrial development level. At present, the process of economic globalization is accelerating, the development of the construction machinery industry is showing "unconventional" growth, and the competition pattern has evolved into a "game" between strategic groups. This special edition will take you into the "competitive intelligence room" of the construction machinery industry and give you an insight into the latest industry situation. Please pay attention

the development trend presents new characteristics

from March to April 2006, the construction machinery industry as a whole showed an "unconventional" growth. Among them, the growth of the four major models of excavators, loaders, bulldozers and truck cranes, which account for more than 60% of the total sales of the construction machinery market, was unexpected, and some regions began to face a shortage of supply. This situation first appeared in East China market and southwest market. After that, the situation of "tight supply" began to spread to most provinces, cities and autonomous regions in China. In April, this trend became more and more obvious. Many models began to fall short of demand, and some brands even ran out of stock. At present, the rapidly rising product sales have once again broken through the Convention, bringing the construction machinery industry, which has been in a downturn for two years, to a new height of growth. After only a year and a half of silence, the domestic construction machinery market began to rapidly enter the next round of boom growth cycle? According to the eight products monitored monthly by the Construction Machinery Industry Association, by the end of June, 2006, the cumulative sales of major products had increased by 24.6%, which was 3.9 times that of 2005. Loaders and forklifts, which are not greatly affected by macro-control, still maintain a strong growth trend. In 2005, truck cranes, hydraulic excavators and bulldozers, which were in a stagnant state or with declining sales, showed a strong rebound trend and substantial growth. At the same time, graders, rollers and pavers also showed good performance. In addition, some commercial concrete machinery enterprises were in short supply in May and June

strong market demand is a good opportunity for enterprises. Enterprises should try their best to seize this opportunity to create more sales and profits. However, the following points should be paid attention to:

(1) maintain the stability of the product quality that can stop stretching, tightening, twisting and other functional experiments on various data

(2) try to increase the output rather than blindly expand the production scale

(3) do a good job in forecasting market demand and arranging production in advance, which requires enterprises to achieve refined management in market management

(4) more efforts should be made to improve the equipment return rate and shorten the investment recovery cycle for users. Market growth does not only depend on smooth sales channels, but should be viewed in a deeper level. Smooth circulation of the entire interest chain is more important. The equipment in the hands of users can not give full play to the best benefits, which will inevitably affect the secondary purchase. It is time for our enterprise to consider how to really help users improve equipment efficiency. It is more important to pay attention to service quality than sales. Enterprises should first do a good job, not become bigger

it is difficult to judge how long the current "high growth" situation can last, but one basic judgment is that the domestic construction machinery market will maintain long-term growth. Because China's demand for construction is very large, especially the recent infrastructure construction, energy construction and mineral resources development are the main factors driving the continued growth of the construction machinery market

the development of construction machinery is mainly based on the national industrial policy and market environment. The construction machinery industry is obviously affected by the national macro-control policies, which once again shows that the development trend of the construction machinery market has a close linkage with the growth of the whole society's fixed asset investment. Since 2006, the growth of national fixed asset investment has risen month by month, reaching 30.3% in the first five months, including 39.81% in the northeast, 38.33% in the central and 32.10% in the western regions. This situation is related to the central government's policy of accelerating the revitalization of the old industrial base in the northeast, the rise of the central region and the development of the western region, which has increased the temperature for the rapid growth of investment. In the first quarter alone, China's lending scale has reached half of the annual lending target, which is inconsistent with the central government's macro-control target of controlling the growth of fixed asset investment within 20% and changing the extensive development to the development mode of energy conservation, consumption reduction and efficiency, The State Council and the monetary authorities have attached great importance to this issue. In the near future, the central government will increase its investment in fixed assets too fast, the money supply is on the high side, and the credit supply is too fast; The next step will be to control money and credit supply and strengthen the regulation of fixed asset investment. The faster growth of fixed assets is related to the faster growth of credit, so properly managing the credit gate is still an important means to prevent the rebound of fixed investment

all these show that the resulting problems have aroused the government's vigilance and concern, and the government is likely to regulate and control the economic operation again. Therefore, the construction machinery industry, which is closely related to it, must pay attention to the changes of macro-control. But on the whole, from the perspective of the national "Eleventh Five Year Plan", in the next five years, driven by fixed asset investment, the construction machinery industry as a whole will show rapid development, but it will not rise steadily, and it is likely to show a step-by-step upward trend

sudden change in the competition pattern

it is reported that there will be two major strategic groups in the construction machinery industry in the future: generalist enterprises that provide a full range of products and services and expert enterprises that segment products or markets. At present, the strength of domestic leading enterprises is relatively weak compared with that of transnational corporations, while those expert enterprises that focus on forming core competitiveness in some products and markets and are oriented by gross profit are more likely to survive in the fierce competition. In the new competition pattern of the construction machinery industry, a considerable number of domestic enterprises will become a link in the production and market system of transnational corporations, and a few enterprises with core competitiveness in products and services will likely become the leaders to compete with transnational corporations

the industry is in a downturn, and foreign capital accelerates the pace of mergers and acquisitions. With the implementation of national macro-control policies, the restriction of national fixed asset investment, especially land resources, and the tightening of bank credit policies, the customer's ability to pay has decreased, while the production enterprises have poor sales and overstocked products. In addition, the increase in accounts receivable and the increase in the proportion of bad debts have made some enterprises face the risk of breaking the capital chain. After experiencing the industrial blowout, the manufacturers of construction machinery expanded their production capacity one after another, but at this time, they encountered a sharp reduction in demand, causing most enterprises to fall into difficulties. This provides an excellent expansion opportunity for multinational companies that have always coveted China's construction machinery industry. As we all know, when the industry boom cycle of an industry is at the bottom, the cost of mergers and acquisitions will be lower, which is more conducive for foreign-funded enterprises to acquire and integrate domestic enterprises with their capital advantages. In recent years, we have found that the production, sales and export volume of our domestic loaders have been growing at a rapid rate, but the profitability of the manufacturing enterprises is not optimistic. Due to the large number of enterprises, the blind expansion of production capacity but the failure to gain a controlling position, a market structure of vicious competition in low value-added production links has been formed. While domestic enterprises are still struggling in the quagmire of price war, various signs show that foreign investment has increased its investment in China. Caterpillar, the world's largest machinery manufacturer, once announced that it plans to invest 10billion US dollars in China's construction machinery market. Faced with such a powerful offensive by foreign capital, domestic enterprises are facing the dilemma of being merged

policy support is relatively weak. In the eleventh five year plan formulated by the state to promote the optimization and upgrading of industrial structure, it is emphasized to improve the localization level of major technical equipment. The state will strengthen policy support mainly in the fields of efficient and clean power generation and transmission and transformation, large petrochemical industry, advanced and applicable transportation equipment, high-end CNC machines, automation control, integrated circuit equipment and advanced power devices. It can be inferred that the policy support for the localization of construction machinery in the future will be relatively weak, and domestic enterprises need to rely more on their own strength to compete with multinational companies. Multinational corporations have certain reported advantages in product innovation, quality reliability and after-sales service. The gradual expansion of their industrial layout will lead to in-depth competition in the industry. Market sales will further concentrate on large enterprises. The industry will show a trend that the stronger the stronger and the weaker the weaker. According to the prediction of industry experts, considering the construction needs of China's water conservancy, railways, highways, power stations, coal, real estate, Beijing Olympic Games and Shanghai WorldExpo, the average annual procurement of construction machinery in China during the "Eleventh Five Year Plan" period is about 90billion yuan, mainly concentrated in the fields of excavators, concrete machinery, loaders, forklifts and other products. From the current situation of the industry, most of the excavator market has been controlled by foreign-funded enterprises. Although the loader market is the world of domestic brands, it is also facing a severe test with the continuous entry of foreign capital. In contrast, concrete machinery is a sub industry with rapid market demand growth and low foreign investment involvement. The policy of prohibiting the use of on-site mixing concrete in urban areas issued in the early stage makes the market demand for concrete pumps, pump trucks, concrete transporters, concrete mixing plants and other products increasingly strong, and favorable external conditions provide a large development space for domestic production enterprises

expert enterprises may survive. From the perspective of enterprise competitive strategy, there will be two major strategic groups in the construction machinery industry in the future: generalist enterprises that provide a full range of products and services and expert enterprises that segment products or markets. At present, the strength of domestic leading enterprises is relatively weak compared with that of transnational corporations, while those expert enterprises that focus on forming core competitiveness in some products and markets and are oriented by gross profit are more likely to survive in the fierce competition. In the new competition pattern of the construction machinery industry, a considerable number of domestic enterprises will become a link in the production and market system of transnational corporations, and a few enterprises with core competitiveness in products and services will likely become the leaders to compete with transnational corporations

special link: foreign investment inventory of five industries

I. Excavator Industry: the excavator industry is an industry with high technology content and high added value compared with our machines. At present, more than 80% of the domestic mining machinery market has been monopolized by foreign investment and imported products. Foreign funded enterprises include Doosan and Hyundai of South Korea, Komatsu, Hitachi, Kobelco, Sumitomo Jianji of Japan, caterpillar of the United States, etc. among

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