Abstract At the European Machine Tool Show (EMO), which ended in September, there were two things that made Chinese merchants feel the importance of European machine tool manufacturers to the Chinese market. First, at the opening press conference on September 16, Martin Kapp, president of the European Machine Tool Association, used nearly a third...
At the European Machine Tool Show (EMO), which ended in September, there were two things that made Chinese merchants feel the importance of European machine tool builders to the Chinese market. First, at the opening press conference on September 16, Martin Kapp, president of the European Machine Tool Association, spent nearly one-third of the time introducing the Chinese market, which was a survey commissioned by the association. Second, on September 17, the China Machine Tool Industry Association held a press conference at the EMO site. In addition to promoting domestic exhibitions, Chen Huiren, executive vice president of the association, also introduced the situation of the domestic machine tool market. The venue was packed. Many foreigners stood and listened to the introduction. How to treat the current dilemma
After more than a year of market downturn, the confidence of domestic machine tool manufacturers has been hit, and many people have become confused about the future. So why are multinational companies in Europe, especially Germany, still interested in the Chinese market so strong?
See more or bearish? Still have to use data to speak. Chen Huiren said at the press conference that in the first half of this year, China's machine tool industry continued its downward trend for the whole year of 2012. It is still in the downside range, but the downward trend has narrowed significantly and its operation has gradually stabilized. As of the end of June this year, the production and sales volume of metal processing machine tools decreased by 10.5% year-on-year; the export of metal processing machine tools increased by 1.7%.
At the same time, new orders from enterprises continue to be in a downward trend. According to key monitoring enterprise data, in the first half of this year, the new orders for metal processing machine tools reached 23.37 billion yuan (about 3.9 billion US dollars), down 6.0% year-on-year. The contradiction of overcapacity has become increasingly prominent.
Chen Huiren believes: "Overall, the global economic rebalancing and the slowdown of China's economic growth have had a comprehensive and profound impact on China's machine tool industry. After experiencing rapid growth for more than 10 years, due to the market environment And the significant changes in other growth factors, the industry is facing and undergoing a severe test of adjustment and transformation. In fact, the industry has begun to enter a new stage of development, a development stage with adjustment and transformation as the main feature. Accurately speaking, the industry is positive The transition period in the development stage is also the painful period of adjusting the transformation. While the development environment changes bring pressure and challenges to the development of the industry, it also provides the industry with the best opportunity to adjust and transform, and the mechanism that he forms will be Industrial restructuring and transformation provides a strong external drive."
Under the background of China's economic growth slowdown, China's machine tool market has undergone significant changes. Its outstanding features are manifested in two aspects, namely the significant reduction in total demand and the accelerated upgrading of demand structure.
In the first half of this year, China's metal processing machine imports totaled US$5.26 billion, down by about 17% year-on-year. The decline was very rare, reflecting the sluggish demand for China's machine tool market. At the same time, the number of high-end machine tools exported to China in the first half of the year by Germany, Italy and the United States has maintained a large increase.
This is not difficult to explain why European machine tool manufacturers pay so much attention to the Chinese market. Although the Chinese market has declined in comparison with the past golden decade, one fact that cannot be ignored is that, at present, China is both the largest machine tool producer and the world's largest machine tool consumer market. The value of production and consumption reached 14.7 billion euros and 23.9 billion euros respectively.
At the same time, China is also Germany's most important export destination, accounting for about 30% in 2012.
Chen Huiren said: "From the perspective of long-term development, we have reason to hold positive and optimistic expectations for the Chinese machine tool market. This is mainly based on several considerations.
First, the fundamentals of the Chinese economy have not changed for a long time. The process of industrialization, informatization, new urbanization and agricultural modernization in China is far from complete, and the development process in the central and western regions is still in its infancy. These processes will inevitably provide a broad space for China's economic growth, and will also provide huge and sustained market demand for the machine tool industry. Therefore, China will maintain its position as the world's first machine tool market for a long time.
Second, China's new government is determined to seek new development momentum for the Chinese economy through reforms, and to vigorously promote economic transformation and structural adjustment through reforms to achieve long-term sustainable development of the Chinese economy. Observers at home and abroad have noticed that since the establishment of the new government in China, the reform expectations have been significantly enhanced, and the pace of reform has accelerated markedly. In many important areas, reforms have begun to enter the deep water area. This positive policy orientation will undoubtedly stimulate the vitality of social innovation and enhance the momentum of economic development, thus providing a sustainable market demand and a good industrial development environment for the development of the real economy including the machine tool industry.
Third, in response to the economic downturn in the first half of this year, the Chinese government has not launched a large-scale stimulus plan, but has introduced a series of more comprehensive measures. These measures are conducive to both current economic growth and long-term structural adjustment. Now, the effects of the above comprehensive measures have begun to appear. Beginning in August, the Chinese economy has shown signs of stabilizing. The Chinese government is confident of achieving the goal of economic and social development throughout the year and maintaining the momentum of long-term sustainable economic development.
The Chinese market in the eyes of foreign companies
The European Machine Tool Association President Martin Kapp analyzed in the report that Chinese machine tool manufacturers are mainly oriented to the domestic market, and their technical bottlenecks are reflected in innovation, talent and key components. As a result, he predicted that Chinese machine tool manufacturers will give priority to cutting costs, improving production efficiency and upgrading technology.
He comprehensively analyzed Chinese competitors from multiple dimensions.
Technically, most Chinese suppliers believe that they are significantly different from foreign competitors, especially because their quality and stability are not accepted by high-end machine tool customers.
In research and development, Chinese suppliers are aware of the importance of technological competitiveness and are actively developing their independent research and development capabilities. They have also established good technical cooperation with universities and suppliers, but rarely cooperate with third-party technical experts.
In assembly, the lack of quality labor has become a clear challenge for Chinese suppliers; Chinese competitors have the ability to produce most of the accessories, but some parts must still be imported to guarantee overall performance.
In terms of sales and service, Chinese companies have good service capabilities within China, but there is almost no direct service overseas. Usually Chinese suppliers provide one-year warranty and on-site service for local customers within 24 to 48 hours.
In terms of internationalization, most Chinese companies still aim at the domestic market, and opportunisticism on export issues, and rely on overseas sales agents to provide sales and services. The report also believes that Chinese companies are almost not interested in conducting or participating in overseas mergers or acquisitions in the long run.
In contrast, the German machine tool company. Although the technical advantages of German machine tools are generally accepted, end users see a place for improvement in service compared to Chinese competitors.
He analyzed that technology upgrades are highly valued by Chinese companies and are used as a strategy to compete with major foreign competitors. The technological gap between Chinese companies and foreign competitors will gradually decrease, especially for lathes, but the gap in the processing center will still be very high. Big.
For Chinese companies, cost reductions are planned, but most of the major components are still imported, especially for high-end machines, to ensure long-term accuracy, reliability and stability.
The Chinese machine tool industry is showing a diversified situation. Large manufacturers not only produce machine tools, but also produce parts. The future growth strategy is still dominated by China's domestic market, and international organic growth is a secondary goal. Chinese companies add value to their customers through services and use this as their competitive advantage. At the same time, Chinese companies rely heavily on the government's support through priority policies and large subsidies.
Martin Karp also introduced the Chinese government's industrial policy to the machine tool industry to European companies. He pointed out that at present, the Chinese government strongly supports the sustainable development strategy and issued relevant policies and guidance aimed at guiding the development of the machine tool industry.
The report notes that in recent years, the Chinese government has introduced a series of policies and guidelines to support the machine tool industry. The focus of the 12th five-year plan of the machine tool industry is to transform China from a mass production country to a high technology. Producing countries.
Since 2009, the Ministry of Industry and Information Technology has issued specific policies to support and subsidize Chinese companies to develop high-end machine tools. Government subsidies account for 30% of total project investment, given in the form of incentives, loans, interest subsidies for loans, and tax refunds. For example, Shenyang Machine Tool, as the largest machine tool manufacturer, received a large subsidy from the government.
In addition to the central government's support policies, governments at different levels across the country have also developed a series of special policy regulations based on local conditions, such as Liaoning Province. State-owned enterprises receive more government subsidies than private companies, and the amount of subsidies allocated to private companies is limited.
He also mentioned that the economic cooperation framework agreement between the mainland and Taiwan consolidates the competitiveness of Taiwanese manufacturers in the Chinese machine tool market, especially in the low-end market and the accessories market.
Based on research on the Chinese market, the German industry has proposed a call to action aimed at optimizing services, localization and R&D, and application support.
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