Foreign brands compete for the localized operation of China's construction machinery in the "recovery period" to become the focus
original title: foreign brands compete for the localized operation of China's construction machinery in the "recovery period" to become the focus
this newspaper Zhu Ping intern Liu Xu reports in Qingzhou, Shandong Province
at present, China's construction machinery industry is showing a growth trend, and many foreign brands want to seize the development opportunities and focus on the implementation of localized operation strategies
recently, Caterpillar's local brand Mountain Machinery announced the release of the new 8-ton loader sem680d and the new generation sem822d bulldozer, further enriching the product line. Previously, foreign construction machinery brands such as Volvo Construction equipment and Komatsu also said that they would continue to increase the size of the Chinese market by surrounding the electromagnetic coil on the outside of the arc extinguishing chamber and making corresponding layout
according to the data of China Construction Machinery Industry Association, in the first half of 2018, the sales volume of excavators, loaders, bulldozers and other categories increased year-on-year, of which excavators increased by more than 50%. On August 18, Qi Jun, President of China Construction Machinery Industry Association, told the 21st Century Business Herald at the 60th anniversary celebration of caterpillar (Qingzhou) Co., Ltd. "the industry is expected to improve in the second half of the year, and the whole industry can grow by more than 10% in the whole year."
as for how to operate in the Chinese market, at the above celebration, Chen Qihua, global vice president of caterpillar and chairman of caterpillar (China) Investment Co., Ltd., said in an interview with 21st Century Business Herald that it is a major challenge to be close to the local market and truly understand and expand the needs of Chinese customers, so it is very important to implement the localization operation strategy
seize market opportunities
according to the data, Caterpillar (Qingzhou) Co., Ltd. was acquired in 2008 and became a wholly-owned subsidiary of caterpillar in China. The relevant person in charge of caterpillar (Qingzhou) said that the reason for the release of the above two new products is to enrich the product line based on customer feedback and further layout the construction machinery market
in fact, in addition to caterpillar, foreign brands including Volvo Construction equipment, Doosan and Komatsu all said they would further cultivate China's construction machinery market. For example, on March 22, Komatsu recently signed five new agents in China, including Gansu Huali mechanical equipment Co., Ltd; At an industry forum in April, cenjiahui, President of Volvo Construction Equipment China, said that he hoped to accelerate the pace of development in the Chinese market and constantly improve his own products and service solutions. In the same month, Volvo Construction Equipment rolled off the production line of Volvo ec380dl excavator in Shanghai
in the view of insiders, foreign brands are competing to deeply cultivate the Chinese market, or it is inseparable from the fact that after years of trough, China's construction machinery industry has entered a "recovery period". For example, Chen Qihua told the 21st Century Business Herald that the Chinese market is an important part of Caterpillar's global market. In 2018, China's construction machinery industry will show a good momentum. "Caterpillar will seize the opportunity when it rises."
Doosan also said frankly in its official: "with the expansion of mineral demand and the replacement of old equipment caused by the continuous investment in infrastructure and the rising price of raw materials, we predict that the Chinese market will continue to grow this year. The company plans to further increase the proportion of revenue models - the sales of large and medium-sized products and cash sales, so as to improve profitability."
according to the statistical data of China Construction Machinery Industry Association, taking the excavator known as the weathervane as an example, the 25 main engine manufacturing enterprises included in the statistics in 2018 sold about 131200 sets of various mining machinery products, with a year-on-year increase of more than 50%. Among them, the domestic market sold about 120500 sets in the same period, with a year-on-year increase of 54.8%
"factors such as the overweight of infrastructure investment, the renewal demand of stock equipment and the export growth of countries along the 'the Belt and Road' have jointly promoted the growth of the industry." For the trend of the industry in the whole year, Qi Jun told the 21st Century Business Herald: "the growth rate of the industry in the first half of the year is very high. Even if it is lower in the second half of the year, it is expected to maintain a growth rate of more than 10% for the whole year."
under the recovery of the industry, how can foreign brands better seize the opportunity, including Chen Qihua and Frederic istas, global vice president of caterpillar earthwork division, in an interview with 21st Century Business Herald, both believed that understanding and expanding the needs of local customers is an important challenge, which requires enterprises to implement localized business strategies
in terms of specific measures, Frederic istas said that cooperation with Chinese local manufacturers and distributors is one of the ways to better land in the Chinese market. "As early as 2003, caterpillar reached a cooperation agreement with Shandong Shangong Machinery Co., Ltd. and then wholly purchased Shangong machinery. The very important purpose is to understand and meet the needs of Chinese customers. At present, Shangong machinery has become an example of localized brands in China. In addition, caterpillar and dealers also maintain close cooperation and get close to the local market through dealers."
Volvo Construction equipment also believes that it is similar to this 5 The cooperation between enterprises with 300j pendulum soil is an important way to realize "adjusting measures to local conditions". In 2006, the company acquired 70% of the equity of Shandong Lingong Construction Machinery Co., Ltd., promoted the dual brand strategy, and met the needs of customers through deepening cooperation and resource sharing in production technology, product portfolio and market channels
"in terms of products, global companies need to develop suitable products according to local needs in order to be close to local markets." In addition to cooperating with local enterprises, Chen Qihua also pointed out to the 21st Century Business Herald that the establishment of R & D centers in China is an important part of Caterpillar's localization operation
as early as 2005, caterpillar established caterpillar technology R & D (China) Co., Ltd. in Wuxi, Jiangsu Province. At present, caterpillar has established R & D institutions in Wuxi, Qingdao and Nantong, Jiangsu Province. "Caterpillar China R & D center is a multi-functional technology R & D center, serving caterpillar's production facilities and supply base in China, making caterpillar closer to customers, using regional engineering and technical talents to develop market leading products that exceed customers' expectations." For the advantages of establishing local R & D centers, caterpillar said in its official
in addition, the training of local talents is also considered to be an important measure to realize localization. Chen Qihua pointed out with caterpillar as an example: "caterpillar attaches importance to the training of local talents and leadership in its development. Today, more than 20 factories in China are basically local leaders."
"in Caterpillar's global territory, 4. Put the test pieces in place. China is regarded as a long-term sustainable market, but the industry has ups and downs, which requires foreign brands to better achieve localized management, from R & D, manufacturing to distribution, and better meet customer needs." Chen Qihua said that in the face of fierce competition, caterpillar will further explore localized operations in China
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