The evolution of three survival modes of small and medium-sized construction machinery enterprises
the evolution of three survival modes of small and medium-sized construction machinery enterprises
China Construction machinery information
Guide: small and medium-sized enterprises in the construction machinery industry insisted very hard in 2012. Su Zimeng, Secretary General of China Construction Machinery Industry Association, recently said that in the face of the depressed market situation, the difficulties that small and medium-sized enterprises have to deal with are not just financial constraints. As we all know, the construction machinery industry is eating high-speed rail rice
"small and medium-sized enterprises in the construction machinery industry insisted very hard in 2012", Su Zimeng, Secretary General of the China Construction Machinery Industry Association, said recently, "in the face of the sluggish market situation, the difficulties that small and medium-sized enterprises have to deal with are not just financial constraints." As we all know, the construction machinery industry eats "high-speed rail rice" and "real estate rice". Nowadays, high-speed rail and real estate are almost shut down in large areas at the same time. Of course, customers will not take the initiative to buy a large number of machines as in previous years. There are many types of pressure testing machines for small and medium-sized enterprises, which is undoubtedly a heavy blow. The second quarter of 2012 has passed. Will the industry recover? Obviously, the "cold winter" is much longer and crueler than expected by domestic small and medium-sized enterprises
facing the "cold winter", what should surviving enterprises do to improve their competitiveness? Relevant industry experts said, "a bad market is also a good time to 'overtake on corners', and the key depends on how enterprises grasp it."
survival mode 1: pursue "niche market" and stick to their main business
German small and medium-sized enterprises are known as "pearls scattered all over Germany". Their survival mode may bring some enlightenment to China's small and medium-sized enterprises. Herman Simon, a German professor, published the book "invisible Champions: Inspiration from 500 unknown excellent enterprises in the world" in 1996, which attracted the attention of the world to these unknown German Enterprises: they are scattered all over Germany, with a large number and small scale. Most of them are family enterprises, acting low-key, and are real leaders in their respective market fields. An important reason why these "invisible champions" have been ignored for a long time is that some of their products are only part of end consumer goods, such as parts of car skylights; Others are too small to be easily ignored, such as buttons or labels on drink bottles. Bofei, an expert from Frankfurt University of Finance and management in Germany, pointed out that a remarkable feature of German small and medium-sized enterprises is that their products are often targeted at "niche markets", so they are difficult to be known by the public. However, once German enterprises establish advantages in market segments with strong manufacturing technology, they will continue to increase R & D investment and consolidate and expand their leading position through innovation. For German family enterprises, the existence of family members makes the management of the whole company have a long-term consideration of the business objectives, and will not give up the long-term objectives due to short-term performance pressure. German enterprises generally have a persistent spirit. Once they enter an industry, they will concentrate on it wholeheartedly, and will never change their course of business or diversify because other Chinese plastic machinery enterprises have increased their efforts to open up emerging markets for extruders in recent years. This is undoubtedly their way to success. This way of success is undoubtedly of referential significance for the small and medium-sized construction machinery enterprises that are currently suffering in China
in fact, many small and medium-sized enterprises in China have also taken market countermeasures that specialize in technology, and some of them have made outstanding achievements. For example, Zhejiang Haotai Machinery Co., Ltd., as one of the few domestic professional manufacturers focusing on small construction machinery, although its enterprise scale is difficult to compete with the industry leader, for a long time, the production scale of the multi-functional skid steer loader produced by it is the largest in China, and has been the first in the country's export for many consecutive years. The company is also the formulation unit of the national standard (Draft) of "earth moving machinery skid steer loader". Such market positioning undoubtedly makes a fire for enterprises in the winter of the industry and helps them survive the winter smoothly
survival mode 2: broaden the industrial chain don't put eggs in the same basket
strengthen the comprehensive competitiveness of enterprises by broadening the industrial chain. Warren Buffett, a world-famous investor, once said that "only when the tide recedes will we find out who is' swimming naked '". Unfortunately, in the second half of 2011, many enterprises in the construction machinery industry with unreasonable business mode, single product structure and uncompetitive were kicked out as "naked swimmers". However, domestic enterprises are not without successful examples to follow. Changsha Porter heavy industry's practice may bring some enlightenment to small and medium-sized enterprises in the industry. "Cold wave" is not without threat to Porter heavy industry. Liu Kai, the general manager of the company, told the author without disguise, "in the first three months of this year, the company's sales fell by at least 50% compared with the same period last year.". But Porter heavy industry did not make "life has been so sad". Facing the macro-control that began in the second half of last year, Liu Kai and Tang Xinyuan, the general manager of the company's marketing, came up with a way to expand horizontally and vertically along the industrial chain. For example, get involved in welding materials and get rid of the restrictions in the narrow field of construction machinery. For example, R & D and manufacturing of aerial work vehicle platform can make up for the defect that the company is solely dominated by concrete machinery manufacturing. It is believed that the expansion along the upstream and downstream of the industry chain will bring corresponding benefits to Porter heavy industry
survival mode 3: "Pro tycoons" make full use of the resources in their hands
the industry is in recession, "Pro tycoons" may be able to help small and medium-sized enterprises tide over difficulties. At present, in the Zhangzhuang gear industrial park, Yandu District, Yancheng City, Jiangsu Province, the busy and prosperous production scene of Jiangsu ChiXiang Precision Gear Co., Ltd. is clear at a glance. The electronic universal testing machine has software and hardware. The author noticed that two rows of production lines were hung with "Cummins oil pump gear production line of the United States" and "caterpillar engineering pump gear production line of the United States". "Cummins" and "Caterpillar" are all Fortune 500 enterprises. According to the chairman of Jiangsu ChiXiang Precision Gear Co., Ltd., the monthly sales of "Cummins" alone is 3million yuan, and "the profit margin is at least 15% higher than that of domestic products"
Changsha Futuo Machinery Manufacturing Co., Ltd. has also aligned with large enterprises. In the "cold winter" of 2012, the survival condition of Futuo machinery is obviously not bad. Li Zhenhua, the general manager of the company, told the author that at present, the company has signed a one-to-one service agreement with Beijing Foton Automobile Co., Ltd., so that the company can offset some of the negative effects of the low tide of the industry. As a well-known large-scale enterprise in China, BAIC Foton will also give corresponding support policies to its subordinate dedicated parts suppliers. At present, Foton machinery still maintains a good operating rate, and is responsible for the production of multiple accessories, including the cargo compartment of engineering vehicles, for Foton, which seems to be the "second factory" of Foton
of course, at present, the conditions of small and medium-sized construction machinery enterprises in China are very different. Combined with their own conditions, they all have their own "evolution" principles, but the author believes that the above three ways of survival may bring some enlightenment to small and medium-sized enterprises in trouble
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