Product is similar to overcapacity, engineering machinery needs self-salvation

Recently, I learned from the China Machinery Industry Federation that in the first half of this year, the economic operation of China's machinery industry was stable and the industry's industrial value increased. The main indicators were significantly higher than the national industrial average. However, there are also several problems in the industry, such as weak demand, low prices, and continued competition.

According to incomplete statistics, in the first half of this year, China's construction machinery import and export market is still concentrated in Asia and Europe. According to public information, in the first six months of this year, the total import and export of construction machinery products was 8.901 billion US dollars, a year-on-year decrease of 27.72%. Among them, exports were 7.291 billion US dollars, down 19.05% year-on-year, with a surplus of 5.679 billion US dollars, basically the same as last year.

It is reported that the export value of construction machinery mainframe was 6.142 billion US dollars, up 1.76% year-on-year; the export of parts and components was 1.147 billion US dollars, down 61.36% year-on-year, causing the overall export of construction machinery industry to fall by 19.05%.

These data are sufficient to prove that the export of products with low traditional technology in China is limited, and high-tech special equipment is gradually being accepted by foreign customers. Although the construction machinery industry is affected by domestic and foreign demand, sales are limited, but the technological upgrading in the industry has become a consensus and has entered an accelerated track. The trend of accelerating internationalization of China's construction machinery industry is also increasingly apparent.

Product has the same capacity

China's general trade-led trade pattern has left a criticism for the development of construction machinery exports. Due to the high degree of similarity and low technical content of some manufacturers in the same industry, it has caused impact on local traditional industries. This has caused some countries to limit the import of Chinese products by increasing certification requirements, improving technology fortresses and adjusting tariffs.

Compared with international construction machinery manufacturers such as Caterpillar and Komatsu, many well-known brands have emerged in China's construction machinery industry, but their products are “Made in China” in the eyes of foreign customers. The price is low and the failure rate is high. Their overall impression of the product.

In the first half of this year, the differentiation of the major sub-sectors of China's machinery industry has intensified, and this trend will continue in the future. In addition, the downward pressure on the whole industry still exists, and the problems of construction machinery are more prominent.

The relevant person in charge of the China Machinery Industry Federation pointed out that if China's machinery industry wants to get rid of the difficulties, it must abandon the competition model of “scale benefits” simply by extending its expansion and price cuts, and it must continue to be on products, services and business models. Innovation.

Internationalization has forced China's construction machinery enterprises to get rid of the shackles of low-level "Made in China" and increase research and development of new products and technologies. In fact, many companies have begun to take action, such as the adjustment of the structure of the tile axis to the high-end, and the recognition of the international level; Shanghai Fleetguard Filter Co., Ltd. consolidates its leading position in the industry and builds an international benchmarking factory. Of course, the opening of new roads is less than the joining of some big-named players. For example, Sany Heavy Industry advocates to build an internationalization of information-based navigation. The international development of Zoomlion also has its normative "five principles." It seems that the internationalization trend of construction machinery is on the line. This road wants to go further and depends on the explosive power of "Created in China."

Experts analyze that engineering machinery is a strong cyclical industry, and development is closely related to the macroeconomic situation. At present, due to factors such as tight capital from various industries and governments, severe overcapacity in the industry, and turbulence in the international political and economic situation, it is difficult for the construction machinery market to start quickly. In the second half of 2014, the demand for construction machinery market will remain sluggish and the industry will continue to operate in the trough. However, the decline has slowed down and there are signs of stabilization and recovery.

Construction machinery companies need self-salvation

In June of this year, 300 cranes of Xugong Group were exported to West Asia, North Africa and Central Asia, becoming the largest bulk export orders for cranes in the whole industry this year. At the same time, Xugong Group's first overseas wholly-owned production base, Xugong Brazil Manufacturing Base, was completed and put into production. This is not only an important promotion of Xugong Group's internationalization strategy, but also a strong bond to promote cultural exchange between China and Pakistan.

Wang Min, chairman of Xugong Group, said: "A strong country cannot be separated from a strong manufacturing industry. China cannot be arrogant and must have its own equipment manufacturing industry. Rapid realization of globalization and rapid expansion of the international market is a national enterprise. The only way to success."

The industry believes that the future investment focus of the construction machinery industry is mainly concentrated in three aspects: First, the leading backbone enterprises in the process of growing into a comprehensive industrial group to further improve the product line and expand the production capacity of superior products, increase export capacity; The backbone enterprise's industrial chain is well-equipped, that is, through the construction of supporting parks, the construction of R&D centers, and the project investment of key components. Third, the backbone enterprises realize the international market layout and domestic regional resources through capital operations such as mergers and acquisitions and restructuring at home and abroad. Investment in integration and other aspects.

This year, China's machinery industry has stopped the downward trend of the previous two years, achieved medium-speed growth, and is advancing toward “manufacturing powers”. Its development momentum has been driven by product output growth and driven by product upgrades and innovative services. Direction change.

At present, the release of a large amount of production capacity generated by the investment in the machinery industry has put the industry under pressure from overcapacity and oversupply. While the growth rate of fixed asset investment has declined in recent years, which has curbed market demand, coupled with the uncertainty of the world economic recovery and the existence of trade barriers, the construction machinery industry is still facing greater demand pressure in the short term, and the competitive environment is still fierce. However, industry insiders expect that the endurance capacity of China's machinery industry will gradually become stronger this year, and the whole industry is expected to maintain double-digit growth, and export growth will be about 8%.

The industry insiders reminded that what should be seen is that China's construction machinery enterprises have long lacked core technology. Most of the cost of products is spent on importing key components. The profits of enterprises are squeezed into a small space. Secondly, China has not yet The formation of a large-scale construction machinery manufacturing group with international influence, the bargaining power when purchasing raw materials is rather weak, which also leads to further dilution of corporate profits. Construction machinery enterprises need to redeem themselves, focus on innovation and breakthroughs in key technologies, adjust industrial structure and development strategies in a timely manner, be prepared for danger, and make the worst plans.

A salesperson of a well-known domestic construction machinery company that asked not to be named told the author that the current industry is in a downturn. In order to complete the sales task, some companies will also sell the machine to users with poor credit ratings, and adopt quite favorable payment terms. . However, because the engineering projects in the hands of the users are not sufficient, the phenomenon of overdue repayments and even escapes often occurs, which in turn causes losses to the enterprise.

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