How to solve the problem of homogeneity in construction machinery enterprises

As one of the most potential sub-sectors of construction machinery, the forklift has been regarded as the epitome of development of the entire industry. The 100% increase fully reflects the favorable growth trend of China's industrial economy.

Due to the recovery of the global market, China’s steady economic growth, coupled with China’s investment of RMB 4 trillion, as well as favorable policies for urbanization and regional revitalization planning, sales of forklifts in China have seen “blowout” growth this year, exceeding that achieved in the first half of the year. 100% increase. As one of the most potential sub-sectors of construction machinery, the development trend of forklifts has always been seen as a microcosm of the development of the entire industry. This increase fully reflects the favorable growth trend of China's industrial economy.

Spurt growth

After experiencing a downturn of more than 30% year-on-year in 2009, the forklift industry’s year-long repressed atmosphere was fully released in the first half of 2010. Among the BRIC countries, Russia’s sales of forklift trucks have fallen by 90%, and India and Brazil have also experienced significant declines of more than 50%. Only China has achieved a 4% increase.

According to the latest statistics from the China Construction Machinery Industry Association, for the first quarter of this year, China's forklift sales reached 47.567 million units, an increase of 83.3% year-on-year, and a 17.6% increase from the fourth quarter of 2009. Although the forklift market recovery pace slightly behind other construction machinery Products, but the momentum is particularly strong. The hot market is raging and it is beyond the expectations of the industry. According to statistics, China surpassed the United States for the first time in 2009 and became the largest forklift manufacturing and sales center in the world. Last year, the sales volume reached 138,908,000 units (the United States was less than 120,000).

Homogenous competition

“The top 10 forklift companies in China are very competitive. If we further expand production capacity, the remaining market space will be smaller and the pressure is self-evident, which will inevitably trigger a new round of industry reshuffling.” Vice President of Shandong Guangming Machine Manufacturing Co., Ltd. Guo Fuzhi, the general manager, told the reporter: “Compared with the situation of easy access and quick return a few years ago, the forklift industry has already formed an easy-to-access and successful state. Combined with the high raw material and labor costs, the decline in profits has become a common phenomenon. ”

It is understood that there are currently more than 100 forklift manufacturers in China. The world’s more famous forklift multinational companies Caterpillar, Komatsu, and Terex all have a comprehensive layout in the Chinese market. Liugong, Xiagong, and three leading domestic construction machinery companies A heavy industry, Shantui also have to intervene and gradually release production capacity, more like the Chery such as the inter-enterprise trial water forklift market.

Although different from other construction machinery products, the forklift market will show cross-industry and cross-sector horizontal growth along with economic development and rising labor costs. With the rapid economic development of China, mechanical replacement of manpower has become an inevitable trend. Forklifts have also become one of the industries with promising development prospects. However, the construction machinery giants at home and abroad have joined in one after another, allowing the already fully competitive market to enter a stage of intense competition, and the industry's homogenization competition will become increasingly fierce.

Breakthrough growth bottleneck

"To win in the fierce competition, we must have the best products, competitive prices, and perfect service systems in order to break the predicament of the development of the machinery industry," said Guo Fuzhi. At present, China's forklift industry is at least one generation away from Europe, especially in value-added services. Forklift after-sales service is not just a business, it is an extension of the brand. Therefore, quality supervision and service improvement have become the breakthrough point for homogenous competition in the forklift industry.

“The government administrative department can introduce media supervision into the administrative supervision system. Why do old military enterprises like us not be able to incorporate media supervision into the quality supervision service system of forklifts?” said Song Jingkun, spokesperson of Shandong Guangming Machinery News. For the first time, Weiken Forklift put forward a long-term communication mechanism with the media, which created a new model of Chinese-style quality service supervision.

Shandong Guangming Machine Manufacturing Co., Ltd., formerly a military enterprise, was restructured into a private company in 2005. It mainly operates the Weiken brand forklifts, skid steers, container cranes and other products. In 2009, Weiking Forklift became the fastest growing in the industry. The brand is exported to more than 40 countries and regions such as the United States, Canada, and South Korea, and ranks among the top 10 forklift trucks in the country.

Some experts said that in recent years, forklift companies have initially had the ability to participate in international competition through their respective transformation and upgrading. However, in the face of the confrontation between old and new companies, they must play their own characteristics. Enterprises that enter the forklift industry across industries have the advantages of strong capital and wide sales network. They can quickly open brand awareness and achieve diversified development strategies; old construction machinery manufacturers represented by Longgong and Liugong, if they put forklifts and loaders. The combination of transmission parts projects can create synergies in technology and production, and at the same time form "factory economies of scale" and "enterprise economies of scale" to achieve a complementary effect.

With the ever-increasing capacity of China's forklift market, coupled with corporate technology renewal and full competition, China will not only be the world’s largest forklift manufacturing and sales center, but also hope to distance itself from other countries and become a forklift manufacturing technology. Strong country.