The hottest market situation is cruel, and the exc

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The market situation is cruel. The excavator industry still needs to dig deep into the international market.

the market situation is cruel. The excavator industry still needs to dig deep into the international market.

China Construction machinery information

although it is not as profitable as a blade, the construction machinery producers who are full of inventory accumulation, high market ownership, vicious competition among enterprises, zero down payment, extended payment cycle, and other business pressures are eager to seek new profit space. As the "crown jewel of construction machinery and barometer of the industry", with the introduction of the new urbanization plan and the convening of the national "two sessions", will the excavator industry usher in a new round of development opportunities in 2014? Before the dawn of the industry, when can the adherents in the dark wait for the outbreak of the market

According to the statistics of China Construction Machinery Industry Association, the total sales volume of excavators in China in January 2014 was 4533 units, a year-on-year decline of nearly 10%. In February, the sales volume of excavator industry was 9410, with a year-on-year increase of 55.3%. According to the report of Bank of America Merrill Lynch, the sales volume of mining machinery market in March decreased by 7.8% year-on-year. In April, the sales volume of hydraulic excavators of 30 major excavator enterprises was 12478, a year-on-year decrease of 2992. In May, the sales volume of excavators was 8278, a year-on-year decrease of 30%

on the whole, the Spring Festival this year is earlier than last year. The sales volume in February has reflected the demand of the peak season, and the recovery of the excavator market from March to May is weaker than expected. In May, the sales volume of all tonnage excavators decreased, among which the medium excavation (ton) was the most obvious, with a year-on-year decrease of 37%. In the first April, positive news such as urbanization planning, Beijing Tianjin Hebei integration construction and railway approval continued to come. In May, the positive news gradually decreased, and real estate and infrastructure activities slowed down, further leading to the decline in excavator sales in May

according to the market research of some institutions, the dealers reported that at present, they still can't see new projects, and even some projects started in March and April have been suspended. However, the high expectations in January and February have led to the early release of the demand for new machines, so the subsequent sales are not good. The impact of February this year is also greater than that of previous years. At the same time, banks are reluctant to lend, and brands with poor financial leasing support need dealers to help customers solve financing, which also creates a certain pressure for dealers to have no oil flow from the oil delivery valve return pipe

in addition, the state still implements a prudent monetary policy. In the short term, the capital is tight, especially the construction machinery industry has too many accounts receivable, overcapacity, too high market product ownership, or restricts the recovery of the industry. In addition, the suspension of construction of some projects and other effects have caused the production and sales of construction machinery to fall back according to the seasonal law from March to May this year, and the peak season is not prosperous

reality is very skinny

excavator, as a construction machinery product with high technical content, its core technology is basically in the hands of foreign manufacturers, while domestic excavators are basically learning from or imitating foreign products, and their design drawings and key parts are basically not their own, making it difficult for domestic excavators to surpass imported brands in technology. In terms of brand appeal, it is also faced with difficulties that are difficult to surpass. Taking advantage of the low operating cost of enterprises to create "high cost performance" is the only alternative breakthrough. Unfortunately, domestic excavators lack imagination about how to implement the "cost-effective" market competition strategy. Most brands hope to use the product configuration higher than the imported brands of the same level to prove the "cost-effective" of their products. However, the market response is far from reaching the expected effect of the manufacturer, "high cost performance" has not moved more users

experts believe that in the value chain of the excavator industry, the current profit sources of domestic manufacturers are mainly concentrated in the field of assembly and processing, and there is a lack of development of the upstream and downstream of the value chain. Compared with international brands, domestic excavator manufacturers are at a significant disadvantage in all links of the value chain. For a long time, it mainly relies on foreign manufacturers for supply, which has become the biggest bottleneck for domestic excavator enterprises to achieve large-scale development

in addition, at present, vicious competition among enterprises, zero down payment, extended payment cycle, unlimited service commitments, slandering competitors and other industrial behaviors occur frequently; The high overdue repayment rate of downstream customers has led to an increase in the default rate of corporate claims, a surge in accounts receivable, and huge pressure on corporate cash flow; The inventory of products is still large, and end users are not confident in purchasing new machines; 2. Emerging industrial policies and regulations such as trading and remanufacturing are not sound, and supervision is still not in place; The demand recovery is lower than expected, the price of raw materials rises, and the profitability of new products decreases; The company's performance fell more than expected

although the country is currently implementing the urbanization process, there are still uncertainties in policies and regulations. The growth rate of infrastructure represented by real estate has slowed down, and the reduction of national investment and bank loans has increased pressure on the overall operation of the industry

Li Hongbao, Secretary General of the excavation machinery branch of China Construction Machinery Industry Association, believes that in order to avoid the vicious competition at the existing industrial level and make the excavator industry obtain new growth points, we should start with innovation and combine short-term and long-term goals, so that China's excavator industry can develop its strengths and avoid weaknesses, consolidate its existing advantages and achieve better development

risk prevention

in general, the speed and stop position of electromechanical equipment only depend on the frequency and number of pulses of the pulse signal. The excavator industry should pay attention to risk prevention, establish a good risk assessment and response mechanism, and improve the anti market impact ability of relevant enterprises, mainly through the following aspects

first, adjust the business strategy in time and strengthen the management of investment and mergers and acquisitions. All investments and mergers and acquisitions should turn to technological upgrading, industrial upgrading and business model upgrading. At the same time, we should also control the asset liability ratio of China's plastic extruder enterprises, which has rebounded sharply, and leave a little more room for finance. Japan has a successful case of this experience. In the 20th century, sometimes cast structural steel, cast aluminum, etc. were also adopted. In the second half of the 1990s, Japan entered a period of low-speed growth. The slowdown in economic growth and sharp cuts in investment have led to a decline in demand in Japan's domestic market. During this period, Japanese domestic construction machinery enterprises have carried out business system reform and strengthening, especially strengthening the financial system and cost management, and strictly checking the investment efficiency of the retained construction machinery industry. These will help Japan complete the industrial upgrading of construction machinery and enhance its global competitiveness

second, strengthen cash management, consolidate the cash chain, and strengthen the management of accounts receivable

third, promote the transformation of enterprise mechanism and management in place, improve the ability of enterprises to resist market shocks, and lay a good foundation for the long-term development of enterprises. Relevant enterprises need to reshape the basis of enterprise competitiveness through the innovation of technology, products and business models, so as to achieve the purpose of anti risk. This includes cultivating the core competitiveness of the enterprise itself, fully promoting the independent innovation of the enterprise, and making great determination to establish an independent R & D system to make the enterprise truly strong in technology

fourth, we should actively explore the international market. The demand potential of foreign mining machinery market is huge, and the structural overcapacity of domestic excavator industry is a foregone conclusion. Therefore, export has become an important force to drive the new sales of Chinese excavators. According to the background and experience of the globalization of Japanese construction machinery, the appreciation of the yen, trade friction and rising costs are the direct trigger points, and the broad overseas market demand is the most fundamental driving force. These factors are also the direct or indirect driving force for the globalization of China's excavator industry

fifth, we should support and help the development of domestic parts enterprises, which is the key to improve the core competitiveness of excavator enterprises. This mainly includes encouraging domestic parts manufacturers to develop and manufacture, and host enterprises to actively cooperate and copy; Rely on the strong strength of the host manufacturing enterprises to develop the parts system independently or cooperatively; Actively strive for international well-known parts manufacturers to build wholly-owned or joint-venture factories in China, and solve key problems such as parts delivery, cost, technical support and so on; Establish a benchmarking enterprise of local parts, and actively strive for the support of national policies for the development of the parts industry

conclusion: the construction machinery industry is an important field of China's equipment manufacturing industry. In the face of the fact that there are 1.3 million excavators in the domestic market, the excavator industry should accelerate the transformation and upgrading, comprehensively improve the core competitiveness of the industry, enhance the ability of independent innovation, and strive to make major breakthroughs in the short board of the industrial chain such as key core components. Although the peak season of excavators in China was not prosperous from March to may 2014, we still have certain expectations for the Chinese Excavator Market in 2014. The growth of the overall sales of excavators in China in 2014 can not only rely on the domestic market, but also need to be deeply cultivated in the international market

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