How can independent brands stand out from the enci

2022-08-22
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How do independent brands stand out in the recovery of the excavator market?

How do independent brands stand out in the recovery of the excavator market?

China Construction machinery information

Guide: the recovery of the excavator market has been gradually confirmed by the data. On April 13, the latest data obtained from China Construction Machinery Industry Association showed that in March 2009, more than 20 enterprises in China's industry sold 1331400 hydraulic excavators, a significant increase of 58.01% month on month, a year-on-year decrease of 20.5%, and a significant decrease

the recovery of excavator market is gradually confirmed by data. On April 13, the latest data obtained from China Construction Machinery Industry Association showed that in March 2009, more than 20 enterprises in China's industry sold 1331400 hydraulic excavators, a significant increase of 58.01% month on month, a year-on-year decrease of 20.5%, and the decline was significantly narrowed. This is also the second consecutive month of positive economic data for the excavator industry since 2009

in mid March, according to the statistics of the association, China's mining machinery industry began to recover in February 2009. In that month, the total sales volume of major excavator manufacturers in China reached 8426 units, an increase of 268.4% month on month compared with 2287 units in January 2009, and an increase of 36.3% year-on-year in February 2008, changing the situation of four consecutive months of year-on-year decline

in total, in the first quarter of 2009, China's cumulative sales of hydraulic excavators reached 24.27 million units, an increase of 106.51% month on month. The characteristics of domestic demand and the industry gradually entering the peak sales season are relatively obvious; The year-on-year decrease of 10.61% is related to the record sales of nearly 17000 excavators in March 2008, resulting in a higher base

internal heat and external cooling

"this result is slightly better than the previous expectation." Kang Zhiqian, Deputy Secretary General of China Construction Machinery Industry Association, said that the current situation of "gradually warming up, but still showing negative growth year-on-year" in the excavator industry mainly comes from three aspects

first, policy driven 2 Start the experimental machine: the effect of turning on the source switch of the experimental motor is obvious, and the domestic demand is strong. Since 2009, China has implemented a series of economic stimulus policies to expand domestic demand and maintain growth. The commencement of some major infrastructure projects has directly brought a positive impact on China's excavator market. In addition, from January to February, China's fixed asset investment reached 1.0276 trillion yuan, an increase of 26.5% year-on-year, much higher than the growth rate of last year. This shows that a series of national macro-control measures, including the 4trillion yuan investment plan and the revitalization plan of related industries, have gradually played a role

it can be expected that with the further manifestation of these investment effects, the domestic excavator market demand will further strengthen

secondly, the import of second-hand equipment is limited, and the internal market is expanded. Since January 1st, 2009, China has begun to uniformly manage the import of second-hand excavators in accordance with the measures for the administration of the import of key used mechanical and electrical products by the state mechanical and electrical office. At the same time, it is required that the old excavators to be applied for import should meet the standards such as the code for the acceptance of imported second-hand excavators

according to customs statistics, from January to February 2009, China imported a total of 1990 excavators, a decrease of 59.6% over the same period in 2008. The average import price was US $66000 per unit, an increase of 58.1%. Although this data cannot directly explain how much the import volume of second-hand excavators has decreased, it is certain that with the sharp decline in the total import volume, the import volume of second-hand excavators, which used to account for a large proportion, has decreased sharply. In addition, the rising price at least shows that China has rejected the foreign obsolete second-hand equipment with high energy consumption, high pollution, low cost and low quality

in 2008, China imported about 28000 second-hand excavators, accounting for nearly 30% of the total sales. Some institutions estimate that after the import of second-hand excavators is curbed, it may drive the domestic independent excavator brands to achieve a 15% sales growth

finally, the international market recovered slowly and exports fell sharply. In March, only 142 domestic excavators were exported, with a month on month increase of 31.48% and a year-on-year decrease of 75.1%, continuing to be in the doldrums. In the first quarter, 382 sets were exported, a year-on-year decrease of 72.6%. However, due to the small proportion of excavator exports, it only affects the growth rate of overall sales to a very small extent

international giants carve up the market

for foreign-funded construction machinery enterprises that have already entered China, the recovery of China's excavator market, although not a "life-saving straw", is also a very delicious cake when they are hungry

the excavator industry in China is somewhat similar to the automobile industry. In addition to the commonalities of high product technology integration, they all ushered in full international competition in the early stage of development. In the long run, this is very beneficial. However, at present, the domestic market has been carved up by multinational giants, and domestic brands have been lingering in the low-end market for a long time because of the lack of core technology. At present, almost all major brands that can produce advanced excavators in the world have set up factories in China, either wholly-owned or joint ventures. Domestic brands that once enjoyed a good reputation have faded out of the market, and foreign-funded enterprises have occupied more than 90% of the market share of excavators in China for a long time

according to the data, among the top ten excavator enterprises in China in 2008, there were only three Chinese independent brands, while the leading products were medium and large excavators, only Sany Heavy Machinery and Liugong, ranking ninth and tenth respectively. The remaining seven foreign brands have carved up 70% of the market, of which Doosan, Komatsu and Hitachi, the top three, account for 16%, 15% and 13% respectively. These three enterprises alone accounted for about 45% of China's excavator market in 2008, and dominated the top three in the industry for a long time

it is reported that since the end of 2008, Japanese and Korean construction machinery enterprises in China have made decisions to "reduce production scheduling and slow down technological upgrading" due to concerns about the financial crisis. Take Komatsu as an example. In November and December 2008, the enterprise reduced production by 40% and 59%

however, according to the latest statistical data, in the first quarter of 2009, the total share of Doosan, Komatsu and Hitachi in China's excavator market was 45.3%, rising instead of falling. Among them, in February 2009, the total shares of the three enterprises reached 49.1%, nearly 50%

"obviously, these foreign-funded enterprises realize that the market demand for excavators in China is still large, so they have increased production and sales." Insiders told

how can independent brands break through

fortunately, we have not been completely destroyed. According to the statistical data of the association, among the top ten enterprises in China's excavator market share in 2008, Yuchai Machinery ranked sixth with a 5.6% share. The enterprise mainly produces small excavators, avoiding the direct exchange of fire with international giants. Sany Heavy Machinery and Liugong ranked ninth and tenth with a share of 4.9% and 3.8% respectively, becoming the pioneer of breaking through the independent brand of excavators in China

looking at the data of 2008, these two enterprises have steadily increased in the field of excavators and made many impressive breakthroughs. At the BMW exhibition, Sany Heavy Machinery launched the 200 ton hydraulic excavator independently developed and manufactured by the company, which shocked the whole audience; Its "energy saving star" C8 series excavator is known as the most energy-saving mining machinery in the world today. According to Sany Heavy Machinery Co., Ltd., after six years of development, the company has become a real gold plate with the largest number of domestic production models, the widest product coverage and the longest product line. Class a fireproof insulation board is not only one of the excavator enterprises with high cost performance, but also has four categories and 19 series of product models covering 5~200 tons

during the national two sessions not long ago, Xiang Wenbo, President of Sany Heavy Industry, said that Sany plans to sell 6000 hydraulic excavators in 2009, thus entering the top seven in China's excavator market. He is full of confidence in domestic excavators. "At present, the price of Sany hydraulic excavators is higher than that of South Korea and slightly lower than that of Japan. This is the market's recognition of independent brand technology and quality."

as a pacesetter in China's construction machinery industry, Liugong has actively engaged in the independent research and development of large and medium-sized hydraulic excavators in recent years, and has made a rapid breakthrough, with the production and sales volume gradually expanding. At present, Liugong excavator has successfully entered Russia, Oceania, South Asia, the Middle East, Africa and other regions, and has a considerable share in these markets. According to reports, Liugong's goal in the field of excavators is to exceed 4500 units by 2010 and achieve sales revenue of nearly 2billion yuan. Throughout the first quarter of 2009, Sany Heavy machinery market share rose again to 5.8%, while Liugong was relatively flat at 3.6%

"the development momentum is good, but it cannot compete with multinational giants." This is the general judgment of insiders at present: it is not enough to rely on oneortwo enterprises for independent brand excavators to break through. It is necessary to form a group of production enterprises with independent R & D capabilities and core technologies. At present, it is not easy for national enterprises to dominate the domestic market. They have to compete with international giants. I'm afraid that it is unqualified to practice their internal skills, which is likely to be harmful

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