Faced with the early "winter" construction machinery industry will spend

For the Chinese construction machinery industry, this year's winter seems to come early. The winter solstice has not yet arrived, but "Snowflake" has long since fluttered in the north and south of the Great Wall, inside and outside the Great Wall.

The newly released October sales data showed that sales of models such as excavators, bulldozers, road rollers, and truck cranes all continued negative growth. Among them, 12 major bulldozer manufacturers sold a total of 737 units, a year-on-year decrease of 21.34%; 26 major excavator manufacturers sold a total of 8,922 units, a year-on-year decrease of 27.75%; 14 major truck crane manufacturers sold 1,934 units, a year-on-year decrease of 5.93 units. %. Although the sales volume of loaders climbed slightly year-on-year, it still fell by 6.16% from the previous quarter.

"In general, the fourth quarter of each year is the peak sales season of construction machinery products, but sales in recent months have continued to decline." An industry source told the "China Union Business Daily" said.

The Chinese construction machinery market, which has been upgraded to be the world’s No. 1 in the second quarter of this year, suddenly encountered an “inflection point”. From April, sales of major construction machinery products, including excavators, loaders, and bulldozers, began to drop significantly. Among them, the excavator market has seen a rare increase in history and a "double drop" in scale.

The entire industry is filled with confused emotions. Is it the sudden end of the Golden Age, or the rational return of crazy growth? Faced with the early winter, how will the construction machinery industry spend?

Avoiding Long-term Development of Vicious Competition Overdraft Chun Jun, president of the China Construction Machinery Industry Association, said at the recent Global Construction Machinery Industry Conference that the current construction machinery market in China is at a high-speed growth stage, although some fluctuations may occur during the period, but the future For 10 years or more, this rapid development will not change.

However, with the entry of more and more foreign companies and the rise of local companies, the competition in China's construction machinery market has become increasingly intense. To seize more shares, many companies have focused their attention on the main market. In order to ensure that the sales volume continues to grow, companies have begun to make a big issue in marketing, especially in the promotion. Especially in subdivision areas represented by excavators, since 2011, price competition has become increasingly fierce, and zero-down payment and disguised price reduction have been frequently used. Although this can lead to sales growth in the short term, in the long run, such vicious competition will undermine the long-term development of enterprises and overdraft companies, bring great risks to enterprises, and will also lower the threshold for users to enter and disrupt the construction market. order. This is something that the entire industry does not want to see. It is also something we must avoid.

Serious overcapacity is in urgent need of industry consolidation Zhan Chunxin, chairman of Zoomlion, believes that although there is momentum and vitality in the construction machinery industry in the process of affordable housing construction, water conservancy construction, and urbanization rate improvement, market demand has already begun. Slowing down, the outstanding problem faced by the entire industry is the sharp increase in production capacity. In the coming months and in the next year or two, the issue of overcapacity will be very serious and will also lead to increasingly fierce market competition.

So how to solve the problem of excess capacity? Zhan Chunxin believes that resources should be integrated within the entire industry to cope with the decline in the pace of market size development. In the process of integration, tolerance and integrity are very important to enterprises. This point, Chinese companies should learn from their foreign counterparts. Like Terex, the United States has acquired 50 companies. These 50 companies are not only in China, but also all over the world. Of course, Caterpillar and Komatsu are also global companies. Because of their tolerance and integrity, they are big and long. They have a history of several decades, even a hundred years. Inclusion can make the company bigger, and integrity can let the company do it for a long time. It is necessary to resolutely prevent vicious competition because unregulated market behavior will not only harm the interests of the industry, but will ultimately harm its own interests.

Remove impetuous acceleration of innovation In recent years, China's construction machinery market is extremely hot and continues to blow up. Wang Min, chairman of XCMG Group, said: "China's construction machinery companies are all relying on the expansion of China's infrastructure and the rapid development of the country's economic construction. The Chinese construction machinery market is a fertile soil."

However, since April of this year, most of the sales of construction machinery products have fallen month by month. Wang Min believes that this fall is related to the country’s economic regulation and is also normal. Because China's construction machinery market has indeed experienced a very hot, busy production, busy delivery times. In this era, companies have products on the line, there is a low level of excess production capacity, management innovation, technological innovation, market innovation, personnel training, etc. are ignored.

Similarly, when the market returns to rational development, as a construction machinery manufacturing company, it should remove the impetuous mentality, seize the opportunity to properly study the needs of customers, market demand, and accelerate the pace of technological innovation and internationalization. In the next step, whether for domestic market competition needs or for the need to participate in international competition, Chinese companies must completely change the extensive development model in the past, and carry out meticulous work in all aspects. Must be institutionalized, regularized, refined business operations; from the previous pursuit of scale, growth-based growth into a value-oriented, quality, profit-based development. At the same time, Chinese companies must also create a high-quality development platform and an efficient industrial chain system to build a new pedal that can sway the future.

It is safe to have “cotton clothing” safe for the winter. Rong Zheng, chairman of Rongsheng Machinery, believes that due to the slowdown in investment in high-speed rail, real estate control, tightening monetary policy, etc., the sales volume of the Chinese construction machinery industry fell sharply after the second quarter. Some customers who originally planned to purchase products postponed purchases, and financial leasing was relatively difficult. How to survive the "winter" became a practical problem that companies must face.

However, compared to the international situation in which the financial crisis and the debt crisis strike you, the overall situation in China is relatively much better. The continued rapid growth of GDP, the expected expansion of local government investment during the “Twelfth Five-Year Plan” period, the construction of more than ten million affordable housing projects, and the completion of the clean-up of local government financing platforms have all provided the market with further warming. Protection.

As far as the entire construction machinery industry is concerned, it may seem dazzling and dazzling. In fact, after prescribing, accumulating, and poorly combining similar items, the last remaining word is “addition and subtraction”: reduced buoyancy, reduction, and reduction. Pollution, plus quality, innovation and service. Trinity and other domestic enterprises have already blew the clarion call of “quality change the world”. Technological innovation, service innovation, and quality management innovation are the pinnacle of the engineering machinery companies fighting the stormy market.