Eight trends in the development of the hottest loa

Eight trends in the development of loader industry

Guide: through more than ten years of development, China's loader industry has found a path of independent development in the process of trial and error, and gradually expanded, firmly controlling more than 90% of the domestic market share. At the same time, domestic loader products have begun to show their feet in the international market with their excellent cost performance advantages, showing a good performance Who will pay for these environmentally friendly materials? "

after more than ten years of development, China's loader industry has found a path of independent development in the process of trial and error, and gradually expanded, firmly controlling more than 90% of the domestic market share. At the same time, domestic loader products have begun to show their feet in the international market with their excellent cost performance advantages, showing a good development momentum. Compared with other types of construction machinery, the supporting products of the bridge, box, pump, valve, cylinder and other parts of the wheel loader are relatively mature, and a relatively complete supporting system has been formed. What is the development trend of loader industry in 2007, and how will the whole industry cope with the new market trend

the growth rate of the industry may still fall back in 2007, but the decline is relatively limited. In 2007, the loader industry maintained about 10% to identify and analyze the organizational structure of various metals and alloy materials, which is very likely to grow rapidly

sales volume and benefit are still the main melody of the loader industry. A negative result of the rapid growth of the loader market after 2000 is that the average profit margin of the industry continues to decline, which is closely related to the price war affecting the whole industry. At present, loaders are typical low profit products. On the one hand, enterprises should release the growing production capacity and improve market share, on the other hand, they should resolve the resistance caused by the decline in the growth rate of market demand and obtain profits to ensure the sustainability of enterprise development. The sales volume mainly pursues the market scale and takes price as the main means of competition. What benefit marketing pursues is a kind of sustainable development, and what it pursues is profit. There is not an opposite contradiction between sales volume and efficiency. If an enterprise wants to develop for a long time and become a century old enterprise, it should pursue sales volume in the short term and efficiency in the long term, that is, the combination of short-term interests and long-term interests as we usually call it

market share is concentrated on big brands. There are too many manufacturers of complete loaders in China. Except for a few enterprises with economies of scale, the annual output of most enterprises is less than 1000 sets, and some only have the ability to produce 200 to 300 sets. The industry competition is chaotic. In 2007, the leading loader enterprises extended the three guarantee period of the whole machine to one year. Compared with "price reduction" and "reduction of sales conditions", the "service upgrading" has higher requirements on the comprehensive competitiveness of enterprises. In 2007, the loader industry can finally establish a benign competitive order through this market means. Enterprise integration with resource restructuring as the main direction is inevitable. Nearly 100 small-scale production enterprises will face the risk of being merged, changed production or closed down, including enterprises with production capacity less than 2000 units, and their survival will be greatly challenged. 2007 will enter the real decisive period of "the stronger the stronger the weaker", and the market share will still concentrate on big brands

price competition is more intense. According to preliminary estimates, the total production capacity of domestic loaders in 2007 has exceeded 200000 units, and the market demand is about 120000 units. It is estimated that nearly 50% of the capacity is idle, with serious overcapacity, and the market competition will be more intense. In view of the current production capacity of mainstream manufacturers such as Liugong, Xiagong, Longgong, linggong and XCMG, which will be released in 2007, Liugong and Longgong both set the sales volume of 2007 at about 25000 units, so the average market price of mainstream products in 2007 is likely to be not higher, but lower

with the further integration of marketing channels, agents are facing a choice between life and death. In 2006, Liugong, Xiagong and Longgong all promoted the integration of agents with overlapping business scope in the same region to establish a regional exclusive agency company specializing in brand franchise. The integration between manufacturers and agents with assets as a link has also been performed frequently. Only when manufacturers are more and more willing to control channels and have stronger requirements for the speed of market information feedback, can the corresponding creditor's rights and market management work be done better. With the intensification of industry competition, the profitability of manufacturers and dealers is further reduced, and the dealers' financing ability, market control ability, sales management ability and risk control ability other than high toughness and stiffness are facing higher requirements. In 2007, a large number of small-scale agents will face a choice between life and death, either giving up loaders and moving to other industries, or forming a joint venture to form a powerful joint venture, Or take shares in the upstream manufacturers to form regional joint-stock companies, which are the three ways for loader agents to survive at present

service level will become the key factor to win the market. In 2007, the three guarantee period of loaders was extended to one year, and major brands have successively increased their service commitments to detonate the service war, which will completely change the industry's habitual thinking of making profits from the sales of complete machines. How to establish a market brand image through high-quality services and make profits through services and accessories will become the killer mace for big brands to eliminate small brands

the density and ability of marketing points will become the core of competition. In 2007, the substantive war for the tertiary and quaternary markets was completely opened, and the tertiary and quaternary markets became the main battlefield for major brands to compete for the country. Customer competition has extended from prefecture level cities to county, township and other resource markets, and price is no longer the killer. The service and accessory capabilities of terminal marketing points will become the key factors to grasp users

the transformation from extensive management to refined management. In recent years, with the frequent introduction of marketing strategies such as price reduction, installment payment and extended three guarantees, although the loader enterprises have achieved sales, they have reduced the profit space and carried the asset risk at the same time. The transformation from extensive operation to refined operation must be the main content of the marketing strategy of each brand in 2007, that is to strengthen market operation, strengthen marketing management, improve the quality of the overall market operation, and gradually realize the painful transformation from a single price war to a comprehensive value war

the internationalization situation is more serious. According to the statistics of China Construction Machinery Industry Association, there are 15 to 20 loader export enterprises, but the export scale is very small, and only a few enterprises have continuous export records. Nevertheless, in recent years, China's loader exports have shown an upward trend. From 2001 to 2006, the year-on-year growth rate of export volume was 90.2%, 16.0%, 18.7%, 56.4%, 220% and 74% respectively. The year-on-year growth rate of exports in 2007 is expected to be 60%. With the excess capacity of about%, its potential cannot be underestimated. However, we should also be soberly aware that the export product specifications of domestic loaders are also dominated by small and medium tonnage. Loaders of 5 tons and below have cost-effective advantages, but domestic models of 6 tons and above 8 tons still rely on imports, and both the number of exported units and the export amount are insignificant compared with the domestic market. It can be said that domestic loaders are still outside the threshold of the international market and have not really entered the field of international circulation. With the improvement of China's position in the world economy, various variables from the outside world will inevitably become more unpredictable, and the internationalization situation will become more severe in 2007, which also reminds many enterprises not to expect exports to become a lifesaver