The market potential of Chinas construction machinery industry is huge after the continuous trough

China construction machinery industry has experienced continuous decline in nearly five years of continuous trough: severe overcapacity, accounts receivable, high risk sharply overlay, frequent shut down and go and catalogues reorganization, become the "new normal" in this industry, but users of maintenance services, spare parts supply, after the "market" services such as leasing and second-hand equipment requirements increasingly strong. In mature markets such as the United States and Japan, the ratio of total machine sales revenue to after-market service revenue is 0.64, while in China, the figure is as high as 3.5, far exceeding the level of mature markets. Therefore, "post-market construction" is a "good opportunity" for Chinese construction machinery enterprises with huge development space.

The concept of "aftermarket" was first proposed by American automobile companies. The original idea was that the sale of a $1 car would create an $8 market for related services, including the supply of auto parts, modifications, maintenance, beauty products and onboard appliances. In short, the aftermarket refers to the services surrounding the use of the product after it has been sold. The huge development space and "profit incentive" are the "second" opportunity for the development of construction machinery enterprises.

The fierce competition in the industry makes many construction machinery products tend to be homogenized. The importance of products and services becomes more and more obvious as the advantages at the product level become less and less obvious. The enterprise knows its meaning well, and upgrades the service concept: implement accurate and strong guarantee service, focus on refining the active service cycle and project, improve the active service rate within the package, reduce the loss rate and failure rate of the three guarantees, and create zero distance service; Strengthen the pre-sale service function of RESEARCH and development, quickly form design solutions according to the personalized needs of customers, form the differentiated advantages of personalized customization and other measures to strengthen the timeliness and accuracy of service, so that customers truly experience value marketing and service.

Qi Jun, president of China Construction Machinery Association, said the aftermarket has huge potential. In the future of China's construction machinery industry, what users will pay attention to is not "price", but "brand" and "quality". Enterprises must set up real user thinking, product thinking, technology thinking and innovation thinking. Manufacturers must jump out of low-end competition and price competition and turn to high-end competition. In the transformation and upgrading of China's construction machinery industry, low-price competition will not only be no longer effective, but also hurt the participating enterprises and the future development space of the whole industry. Enterprises with a speculative mentality, hoping to impact sales and share with price competition, must stop their losses in time.

Construction machinery enterprises and how to develop after the market has become the focus of many enterprises, in the small edition, the development of construction machinery after the market must be around the service (repair and maintenance), parts, leasing, mobile phones and remanufacturing five these five parts.

In terms of service, construction machinery enterprises should improve the quality of service and increase the rate of repeat purchase. With the fierce competition in the industry, many products tend to be homogenized, and the advantages of enterprises at the product level are not obvious, so the importance of service is gradually highlighted. Construction machinery industry is particularly technical, as construction machinery service personnel must understand certain technology, operation knowledge, etc. This requires enterprise special training, certain guidance for relevant staff, from the complex control skills to the daily maintenance of products, and then to the solution of unexpected problems in the construction process, and so on.

In terms of accessories, maintenance drives accessory sales. In order to operate the after-market, professional maintenance services and accessories sales are indispensable. Enterprises can set up certain maintenance points according to their needs to provide users with convenient services. However, it must be noted that enterprises must be cautious in the maintenance, service and accessories in the market. It is recommended to use the original accessories, because once the dispute is not solved well, it will bring adverse effects to enterprises and agents.

In terms of leasing, reduce equipment stagnation and ensure operating rate. China's construction machinery equipment leasing is with the establishment of China's market economic system and the deepening of reform and opening up gradually developed in the early 1990s, and gradually tend to be standardized. According to statistics, the general construction project construction enterprises lease equipment for the use of machinery for more than 20% ~ 40%, individual enterprises reached more than 70%. The construction machinery leasing market has a broad development space and an optimistic prospect. If the leasing business is carried out in the direction of standardization and standardization, the construction machinery enterprises will surely obtain better benefits in this segmented post-market.

In terms of second-hand equipment, it is the focus of people's attention. Second-hand machinery as a supplement to the market, can make the construction machinery and equipment market and capital market, reduce the investment cost of construction units, shorten the return time, improve the rate of return, fully meet the needs of customers. In the past two years, yi Ji auction activities, li Brothers auction activities are in the form of auction to seek more close to the market and professional customers of the business model, at the same time, for second-hand machinery to provide a new space for development.

In terms of remanufacturing, many enterprises have set up remanufacturing business departments, which are specialized in the research and development of remanufacturing industry. Some achievements have been made, but the results are not ideal. At present, remanufactured products are still difficult to be accepted by the public in China, which requires enterprises to increase investment in remanufacturing industry, so that more people can understand and accept remanufactured products.

In short, China's construction machinery industry will fully enter the post-market era, and the income of post-market service field will account for the majority of the income of construction machinery enterprises. Future along with the popularization of construction machinery industry in the People's Daily life and job condition will become more diverse, customer demand will also each has his strong point, such as mining and terminals also need loader, but the requirements are different, the same is excavator your garden planting trees grow flowers and the requirement of the construction site and a far cry from, segments of customized service in our country is still in its infancy, The future development prospect is foreseeable.