As the top 10 companies in the ranking of roller compactors, Liugong's road roller company had to face the shackles of semi-stop production.
Roller sales have dropped 40%
The situation encountered by Jiangyin Liugong Road Machinery Co., Ltd. is not uncommon in the industry. Since last year, the sales volume of road rollers has been declining, and many companies are selling tightly. According to Shi Zhangxing, vice chairman of the China Road Construction Industry Association's Zhuyang Road Machinery Branch, the sales volume of road rollers in 2003 reached an unprecedented peak of 13,037 units. In 2004, the domestic road roller market was affected by the national macro-control policies. The decline has reached 11,780 units, and the sales of road rollers in the first half of this year have dropped by more than 40% year-on-year. It is a foregone conclusion.
A person from Xugong said that the sales volume of the company's road rollers in the first half of the year was indeed much lower than that of last year. Although the production can be carried out as usual, the impact is very large, and the specific figures are not disclosed.
Jiang Tuo told reporters that in the first half of this year, Jiangyin Liugong sold more than 280 road rollers, a decrease of nearly 200 units compared with the same period of last year. Usually, the second half of the year is the off-season of road roller sales. If the status quo is maintained, this year's sales will be larger than last year. cut back. He stressed that companies have now focused their work on solving sales difficulties.
As for when the sales of the entire industry can pick up, Jiang Tuo believes that sales will not be good this year. More insiders said that in the past two years, the sales of road rollers will maintain a low level, and there will not be too much fluctuation.
In response to this statement, Shi Xing said that although the sales of domestic road roller enterprises are declining in the short term, in the long run, the domestic road roller market will continue to maintain a strong growth trend, and roller manufacturers will have much to offer.
Huge market space
Shi Zhang’s view is valid.
In the next few decades, infrastructure construction, especially road construction, is still a key area of ​​national construction. According to statistics from the Ministry of Communications, transportation investment will reach 2 trillion yuan by 2030, no matter which roller machine company They are all big cakes.
Although the growth of road rollers in the future is still difficult to quantify, a rough estimate can be drawn from the development of foreign countries. The sum of the land areas of European countries is roughly equal to that of China. The population is 60% of China's, and the peak demand of road rollers has exceeded 2 billion US dollars. Japan's land area is 4% of China's, the population is 10% of China's, and the peak demand of road rollers is also At around $500 million. It can be seen that with the growth of China's economic strength and the strengthening of investment capacity, the road roller market has great potential to be tapped.
Industry experts predict that the road roller industry will rise in 2006 after adjusting for the future due to the trend of infrastructure investment, the sudden increase in the number of possessions and past experience.
It can be seen that the Chinese road roller market has long been filled with smoke, and even in the most difficult development of the industry, competition has never stopped.
The competitive landscape is constantly evolving
In 2004, the world-famous roller manufacturers have completed the layout of the Chinese market, and domestic competition has evolved into a real "world war." The original balance of the domestic road roller industry is being broken, and the re-division of the domestic market layout has been fully launched.
At the same time, the number of private enterprises has increased sharply, becoming another landscape in the “counter-market†of the domestic road roller industry. The addition of the Forces nouvelles has had a great impact on the original enterprises. The relatively stable industry pattern has been impacted. In the context of the state's macroeconomic regulation and control, the industry's profits have fallen sharply, and most enterprises have fallen into a loss situation.
Faced with this situation, companies have responded.
Xugong Group pays attention to innovation, and is the first in the country to introduce the third generation of road roller represented by XSl90A single-roller vibratory roller which is integrated into the contemporary industrial design concept and adapts to the international development trend. The advent of this series of products makes the comprehensive level of roller products in China realize A leap.
Jiang Tuo believes that "this is an opportunity for our Jiangyin Liugong development." He said that the only way out for Liugong is to improve market competitiveness. When the market is booming, no matter what products the factory produces, it can be sold, as long as it can be sold. Now the market is not booming. If Liugong can practice "internal strength", during this adjustment period, although the sales volume will decline, the market share and influence of Liugong will increase.
It can be foreseen that after arduous tempering, some of the original strong enterprises' comprehensive capabilities will be greatly improved, and some weak enterprises will be forced to withdraw from the competition, the industry concentration will be further improved, and the road to benign development will be stepped.
Competition should be diversified
It should be said that brand, technology and price are still the magic weapon in the market competition. However, the current competition in the road roller industry is not optimistic.
Jiang Tuo told reporters that the road roller has a long sales cycle and relatively high risks. However, the unsold price sales of some well-known enterprises in the industry have disrupted the market environment, and ultimately the more losses they sell, the more companies that are the first to cut prices are losing more. He said that Liugong still has to put the brand first in the stage of market downturn and rely on the brand to fight the world.
Shi Xing believes that price is still the main means of competition in the roller machine industry. The cost of each enterprise has basically been pushed to the bottom line, the level is roughly equal, and most brands have no relative price control ability, so the prices of the same products among enterprises are very similar.
Although there are many brands in China's road roller industry, from the perspective of enterprises, most of them have no brand characteristics. From the user side, especially the large number of scattered individual households, the brand awareness and ability are very poor. Based on this, the difference in popularity, reputation and loyalty of most brands in the industry cannot be discussed.
As for technology, the current mainstream market is low-end products, many old products are a national map, and most of the high-end products with a small market share lack proprietary core technology, which accounts for market share from low-end products. From a larger perspective, product technology is basically converging.
Relevant experts believe that a single price competition can no longer adapt to the development of the industry. Since there is a lot of room for development in terms of brand and technology, diversification of competition will help stabilize the industry. Otherwise, in the context of macroeconomic regulation and control, a melee between enterprises is inevitable.
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