China's construction machinery industry overcapacity warning in 2012

Under the background of slowing industrial demand, the issue of overcapacity in the domestic construction machinery industry has become increasingly prominent. The China Construction Machinery Industry Association once predicted that the construction machinery industry is expected to achieve an average annual growth of 17% in the next four years. However, this growth target is now being challenged.

In recent years, the rapid growth of the domestic construction machinery industry and the huge money-making effect have attracted many companies to influx, and the issue of overcapacity has become increasingly prominent. Some experts said that China's machinery industry has become the third-tier of the world's industrial structure: Europe and the United States set standards, Japan out of technology, Chinese-made products. Take the mainstream product loader as an example. At present, there are 100,000 loaders annually for the construction machinery market in China. However, according to a survey conducted by the China Construction Machinery Industry Association, the capacity of the three loader leading companies in China is almost 30,000 units/year or more each year, which together add up to more than 150,000 units/year, which is enough to meet the market demand for construction machinery at home and abroad. Further investment will result in excess capacity due to redundant construction.

In fact, for the problem of overcapacity in the construction machinery industry, as early as in 2004, there was a “price war led by the loader”. In order to pursue product sales and market share, the loader companies lowered their prices each other, and one price was 300,000. Yuan's loader, the final profit is only a few thousand dollars. In the past two years, the homogeneity of the loader products has been serious. The domestic product R&D technology is relatively mature in medium and small tonnage products, and even in pursuit of sales, some companies even risk zero profit, zero down payment, and zero return. . Such blind expansion of the market will inevitably lead to excess capacity.

The "Circulation Zero Stock" was born in China

Those who are familiar with Komatsu know that Komatsu has developed very well both on the product and on the sales network. What is Komatsu doing when the domestic construction machinery manufacturing companies are doing blind production every year and bear the risk of excess capacity in warehouses?

In addition to routine planning production, Komatsu has a set of "most core competitiveness" products, which is the ICT (Information and Communication Technology) system developed by Komatsu to do a good job in circulation management. This system was praised as "a system that has the technological power of the 21st century." This system was designed to consider linking the ICT system of the agency with Komatsu's ICT system so that Komatsu can grasp the front line of sales in a timely manner. For example, if this system accurately grasps the information of the “30-ton large hydraulic excavator is currently in a hot state”, it can immediately organize factories to increase production, so that even if the stock is zero, it can be To a great extent, avoid the occurrence of "out of stocks" and "losing business opportunities." In fact, Komatsu's "Keeping Home" is no secret in the industry.

However, the beauty of Komatsu Japan lies in its ability to identify problems on the issue of "overcapacity," and to solve problems in a timely manner from the point of view of reform, innovation, and even technology, rather than allowing the market to take advantage of the risk.

Through Komatsu's domestic construction machinery manufacturing enterprises, we should reflect on one issue: that is, whether we occupy the market or upgrade our technology. We should not just make a fuss about the product itself. We are greedy, but the market is carrying the greed for you. It is limited, so it is possible to stand at a height greater than others' horizons in order to be a leader in the future industry.