In early December, China mining machinery industry in the fifteenth annual meeting held in Changsha, the theme for the «post-crisis era China mining machinery industry development opportunities and challenges.» Meeting, the club president, said Zeng Guang An, 2012, how to «avoid vicious competition» there is now and the future for a long period of time, domestic enterprises need to seriously consider excavator with concern.
«This is not only digging machine industry need to focus on the issues, but also including loaders, including the construction machinery manufacturing industry needs to think and solve problems.» Another industry is the case, said: «In order to solve this problem, We not only need to make a fuss in
glove cutting machine the domestic market, but also need to look relaxed to world markets. „
For a breakthrough in the international market expansion, in addition, like the Trinity, XCMG such industry giants, the industry for such a VOLVO like Lingong background enterprises have greater expectations. “We hope that from these the one hand, rooted in the local community, on the other hand companies with international background to give us some inspiration.»
Long and short term and have no worries: the status of the domestic market
According to the latest sales data released in October show, excavators, bulldozers, road rollers and cranes, and other models are continued negative sales growth. Among them, 26 major manufacturers of excavators sold 8922 units, down 27.75%; loader sales year on year despite slightly higher, but the chain is still down 6.16%.
«In general, each of the four quarters of engineering machinery sales, and sales in recent months has continued with the downward trend.» In a telephone interview, Lingong case the market leader told reporters.
«Recent developments in the industry for businesses is indeed a challenge, but the macro-planning point of view on the future, greater opportunities lie ahead.» Excavator Li Po Branch Secretary, said: «five-second period, China will increase large infrastructure and investment and construction of municipal construction projects, especially road construction and housing projects to protect a large number of follow-up after another, which for construction machinery industry will be a positive. „
“Without thought and are close at hand, this is the construction machinery industry is currently the most appropriate portrayal.» Temporary workers to continue to market leader, told reporters: «worries puzzled long and short term it certainly caused the two are interdependent. „
Wall flower wall also incense: “internationalization» is the way forward
«In the current weak growth in the domestic market, overseas expansion is bound to become an integral part of enterprise strategy.» Lingong Wang, chairman of the clear indication in the interview.
«Compared to Europe and America,
ball cutting machine India, Brazil and Russia and other emerging economies, the performance is even more eye-catching. Lingong temporary workers in July 2011 export sales to new highs, 1-July total sales of the largest national loader industry exports rank first, the entire first half of the overseas export business grew more than 240%, of which the greatest increases are located in countries and regions emerging basic state and the market. „
“Because of its market in China compared with the similar process of urbanization will drive the growth of fixed asset investment, and thus for the construction machinery room to grow, in the face of rapid development, market size, speed in the expansion of emerging markets, the occupation of their market is to seize the future. „
“But our current implementation of the strategy of internationalization of enterprises are also still at the exploratory stage.» Industry expert said: «Compared to the domestic market, competition has been largely clear, the international market operating environment, cultural background and so on and domestic, so how to implement an international strategy to develop the international market is still the answer was still open, if still in the domestic market in accordance with the thinking, you will inevitably frustrated. „
International sail “detail» is the bottleneck
So, to achieve international strategy where is the bottleneck?
«China's construction machinery market, there is a low level of excess capacity, the management innovation, technological innovation, market innovation, personnel training and other details have been ignored.» Xugong Chairman Wang Min said.
«Whether out of domestic market competition, or to participate in international competition for the needs of Chinese enterprises have to completely change the past, extensive development model, crafted in all aspects must be institutionalized, rule-based, fine chemical enterprises operations. „
For the implementation of international strategy question, temporary workers is the market leader, said: “details of the devil, the details and opportunities, we can say who is in the details on the strategy of improving its international, who will be able to laugh in the international market last At present, China's construction machinery industry performance gap with the international brands have been getting smaller and smaller, the biggest difference is that soft power, such as a unified identity, dealer network, and other human services. „
Eight Immortals which enterprises are expected to break through?
In the international market
packaging cutting machine this new starting line, details of which companies are expected to break the bottleneck, break it overseas?
Industry leader thirty-one and Xugong without saying. Trinity Group sales by overseas emergencies, the laying of overseas channels, overseas investment, international water way of a preliminary test, some progress has been made. And also along similar basic XCMG road layout overseas markets.
“Although these giants to open up overseas markets this year, holding low, but the advantages of scale there, as long as the fine grasp of the details, I believe they will post a good performance.» One industry source said: «Meanwhile, the other Some of the second group but in the international business go faster and farther on, for example, after the merger with Volvo's Lingong. „
According to the data, in 2006, Volvo acquired with temporary workers signed an investment agreement, to become the largest shareholder of temporary workers.
Unlike in other countries and regions Volvo acquisition mode, the temporary workers still maintain a more independent management of the daily operation and management of the Volvo Group in all aspects of strategic and tactical implementation to support for current management. Volvo, temporary workers in China is one of “dual-brand» strategy.
Meanwhile, in the Chinese market, the implementation of dual-brand strategy, will be extended to overseas markets. At present, the international strategy has become the most important temporary workers current business development strategy for the overseas market development, has become a Pro the most competitive industrial business modules. The Volvo Group's international strategy for temporary workers support, from the current international advanced technology sharing to Volvo's global market channels open for temporary workers and support.
In this context, Lingong first half of 2011 overseas export business increased by over 240%; overseas channels open, the temporary workers combed more than 100 foreign countries, selected including Iran, Brazil, Russia, Algeria, Libya, including the potential sale of the five key areas to establish a sales and service functions of the office, a total of 16 management area, at present, temporary workers overseas has 70 agents.
The face of demand in overseas markets, especially in emerging countries, the explosive growth of market demand, temporary workers with their own characteristics and advantages of the product, make sure the construction machinery industry, «the world leader in the emerging markets» development strategy; the face of fierce overseas markets competition, and temporary workers with «service winning» strategy, in order to have the characteristics of differentiation as the basis to achieve in overseas markets, especially the rapid growth in emerging market share.
«China's construction machinery to do the first brand to become the preferred construction machinery products overseas customers, which is the vision of temporary workers from overseas markets.» Temporary workers the market leader, told reporters: «Now the temporary workers overseas service has made remarkable achievements, the next step will be full details of brand marketing, through the establishment of overseas library components, standardization of stores, products, and many other big-budget action to improve the appearance of to further enhance the international image of Lingong, so temporary workers loaders, excavators become the first overseas customers associate the brand. „