Warring States period of construction machinery enterprises turned to fight competition from the division - construction machinery, loaders,

Warring States period of construction machinery enterprises turned to fight competition from the division - construction machinery, loaders,

Global Construction Machinery Market of about 180 billion U.S. dollars, China holds 15% market share for China's construction machinery enterprises, the future market is very big. However, this cake is not who can be easily assigned to.

Present, the competition among enterprises has shifted from market segmentation incremental market share, competing with each other, but the construction machinery industry in the market is still very uneven. On the one hand, multinational companies, with its great strength, rapid increase in the competitiveness of the Chinese market; the other hand, the domestic share concentrated in just a few large corporations who, while a large number of domestic small and medium sized construction machinery manufacturers in low value-added production link on the vicious competition, making the scene even more chaotic.

Loader Competition Loader industry a high degree of market concentration, market Sell The first six companies account for around 70% market share. Loader high degree of industry concentration, from Lung workers, Liugong , Building the first working group composed of accounting for nearly 50% market share, and market sales of the first six companies account for around 70% market share. High market concentration, and the brutal price war, making difficult strength of smaller enterprises, the market reshuffle intensified.

Through the five forces model of industry analysis shows loader, loader industry competition, lower barriers to entry of new, alternative threat of increased bargaining power of customers increased, the core components Suppliers Higher bargaining power, the internal face of intense competition.

Industry competitive. Loader industry market concentration, the higher the current loader manufacturers in China about 130, about 70 small-scale manufacturing enterprises are not statistics to Liugong, dragon workers, building workers occupy the first group, led by more than 50% market share, and market sales of the first six companies account for around 70% market share.

Threat of new entrants. Loader Engine , Gearbox and drive bridges Main accessories more mature industry, it is easy Purchase At the same time loader Product Technology Almost completely open, patent and other intellectual property rights very few barriers to entry for various reasons leading to the production threshold for low loader, loader production to small and medium investors to participate in the difficulty greatly reduced.

Supplier power. For most loader Parts Suppliers more competitive, competition between suppliers, supply less bargaining power; some key components, such as electronically controlled gearbox with limited slip differential and wet brake drive bridges components need for direct Import Their bargaining power is relatively high.

Threat of replacement. From the amount of earth and stone works with the equipment point of view, generally Excavator And the ratio of 1:2 with loaders, excavators mortgage sales with the promotion, excavators, loaders alternative to the strengthening in the next match Trend May be stable at 1:1.5.

Customer power. Widely used Proxy System Agents The company's direct customers, agents, especially for large agencies, with greater bargaining power; as a production tool for the majority of the company Buy Behavior, and the low level of differentiation, and gradually become a seller's market, product quality and after-sale service demands increase, growing bargaining power of customers.

Excavator competition From the excavator market share distribution, foreign companies account for nearly 80% share, in the absolute advantage. However, with the increased strength of the domestic manufacturers, domestic brand market share is steadily increased, excavator market concentration is gradually declining.

According to statistics, in order to Yuchai, Sunward , 31 , Liugong represented by domestic manufacturers have gradually opened the market breakthrough, from the monopoly of foreign companies in the separation of the excavator market share. In particular, Liugong, 31 medium-sized excavators in the production and marketing of a breakthrough, but the production and sales are still small; Yuchai, Sunward excavator made in the small gratifying results.

In the country, Doosan China Komatsu China Hitachi China Caterpillar Modern, Chengdu KOBELCO This relative position of six international brands has changed, but always appear in the top 6. While the overall market share has grown from 83% in 2003 to 67% in 2007, but still maintain a high market concentration.

Excavator industry value chain from the point of view, the profitability of domestic manufacturers mainly concentrated in the assembly process in the field, while the lack of development of upstream and downstream value chain. Compared with international brands, domestic excavator manufacturer in the value chain, are at a distinct disadvantage.

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