China Construction Machinery Sounds International Strategy Horn

China's construction machinery self-sufficiency rate has increased from about 70% during the "Tenth Five-year Plan" period to more than 80% at present, and gradually achieved a leap from manufacturing to creation. Both sales volume and sales volume surpassed that of the United States, Japan, and Germany to rank first in the world. Bit. In fact, in recent years, the construction machinery industry in China has been developing rapidly in the global construction machinery industry. At the beginning of the new year of 2012, the Chinese construction machinery industry witnessed the prosperity of domestic brands that have been exported overseas.

In recent days, two sets of 180 environmental protection mixing stations have undergone 88 days of installation and commissioning, and they have started in Doha Newport, Qatar. The successful SANY Environmental Mixing Station was successfully exported overseas for the first time.

On January 8, Zoomlion Concrete Machinery Company's first 40-m boom truck was unveiled in Myanmar and officially delivered to customers. The Zhonglian 40m jib pump truck delivered this time is the first 40m jib pump truck sold by China United in Burma and the longest jib pump truck in Burma.

On the evening of January 10th, Shantui Machinery's first export rotary drilling rig, Shante SER22, was shipped to Singapore in Tianjin Xingang.

On January 18, at the dawn of the Chinese Dragon Year, six 1004 "Feng River" 900, "He River" 904, and "Feng River" 1004 four-wheeled tractors traveled to Madagascar with the profound feelings of the Changlin people. It opened the prelude to the export of large-scale wheeled tractors of the “Ruihe River” in 2012 to foreign markets.

Strengthen its own strength and sound the clarion call for internationalization strategy After China's accession to the WTO, with advanced technology, management, and capital from developed countries entering the Chinese Market, competition in the industry has intensified. Judging from the overall development trend, due to the introduction of advanced foreign resources, China has greatly promoted the innovation of China's engineering machinery product technology, accelerated the adjustment of industrial structure of the construction machinery industry, the adjustment of product structure, and the transformation of enterprise operating mechanisms, further pushing the company to the international level. market. It was in 2002 that Chinese construction machinery companies ushered in the first year of internationalization. Sany Group took the lead in selling its products overseas, creating a precedent for the export of Chinese construction machinery. Immediately afterwards, the Chinese Construction Machinery Corps launched its overseas market. Mass offensive.

In the ten years after its accession to the WTO, the export method of Chinese construction machinery has shifted from foreign trade companies to self-operated exports; the move from proprietary labeling to the export of the company’s own brands; and the shift from the main export to the third world countries to developed and sub-developed countries; exports The region turned from guerrilla warfare to position warfare; the sales model shifted from direct selling to agency. At the same time, in the process of developing overseas markets, the quality of product performance has also been continuously improved, intellectual property awareness and independent innovation capability have been continuously strengthened, overseas Sales Channels and service networks have become increasingly perfect, overseas investment and capital operations have increased, and China’s construction machinery industry as a whole The strategic layout has taken shape.

The driving forces for China's construction machinery industry to “go global” can be summarized as follows: First, integrate high-quality resources; second, in the target market, reduce costs and reduce trade frictions. As far as core resources are concerned, compared with international counterparts, China's construction machinery industry has an advantage in terms of market, scale, production capacity and human resources. China's construction machinery products are inexpensive and the disadvantages are in concept, system, product technology development and enterprise management. At the same time, there is still a big gap compared with the developed countries in the same industry. In developed countries, the integration of quality resources (mainly technical resources, market sales resources, and key supporting resources) is an important content. The powerful Chinese construction machinery will aim at the world and want to make it known to the world and let the world feel the power of Chinese manufacturing.

The general trend requires the "Made in China"

In June 2011, the total value of the XCMG-Venezuela project was 4.842 billion yuan (equivalent to US$744.6 million), which is the largest single export of construction machinery in China so far.

In October 2011, Xuangong completed the assembly, commissioning and testing of 24 high-powered bulldozers, and was ready to sell to African countries Angola. The total value of the contract was more than RMB 20 million, which was the largest amount of high-end products exported in 2011. Order.

Even though Venezuela’s large-scale housing construction and the construction of infrastructure in the African continent have provided a huge market for large-scale export of construction machinery in China, from another perspective, China’s engineering machinery products are of reliable quality and advanced technology. The most important factor for winning overseas markets.

Since the economic crisis in 2008, the construction machinery market in Europe and the United States has shown a downward trend, and product sales and market share are gradually catching up or even surpassing that of “Made in China”. In March 2010, CSR signed a contract for the supply of 12 medium-to-white freight-type AC drive electric locomotives with the Belarusian National Railway Federation, which achieved a breakthrough in the “zero” breakthrough in the export of major technical equipment to China’s railways.

In August 2011, XCMG exported Xugong QUY80E (CE) crawler cranes to Western Europe for the first time. The equipment has been successfully shipped to the port of Antwerp in Europe. The successful exportation of XCMG large-scale machinery to Western Europe is enough to prove that the quality of XCMG products, overseas service standards have already qualified for entering the high-end market, giving XCMG local dealers great confidence and marking the XCMG crawler crane products to a new level. Steps. In December 2011, Taiyuan Heavy Industry successfully held a signing ceremony for the export of four WK-35 large-scale mine excavators from China Aviation Technology International Industry and Trade Co., Ltd. to Russia.

In the list of the world's top 50 construction machinery manufacturers released in 2011, the number of Chinese companies on the list hit a record, breaking 10; among them, 3 companies entered the top 10. Such rapid development momentum has demonstrated to the world the speed of China. It can be said that the large-scale export of Chinese construction machinery is a general trend and the world needs Chinese manufacturing.

The adoption of policy measures by the State to encourage exports mainly includes: the Ministry of Commerce's guidance on the 2010 national foreign investment and economic cooperation work; comprehensive use of export tax rebates and other means to support independent intellectual property rights, independent brands, large-scale packages, high value-added and labor-intensive Export of products; support key enterprises in the development of key technologies and common technologies; provide services for companies with strength and order in the whole process of receiving orders, performing contracts, after-sales services, and secure payment collection; and developing export bases, innovation bases for science and trade, etc. Supports the development of platforms for technology research and development, testing and testing, product certification, information services, training, etc.; supporting companies to exhibit in emerging markets; conducting trademark registration and quality certification; supporting enterprises in developing overseas marketing networks and establishing after-sales service outlets; The problem of export financing is difficult to guide the financing guarantee agencies to actively provide financing guarantees for small and medium-sized export enterprises; to implement USD 42.1 billion in export credit insurance and to promote large-scale complete equipment “going out”.

Facilitating internal strength and steadily advancing overseas fragrance Into 2012, the construction machinery industry in China continued with great events and events, and the number of export projects continued to increase. The acquisition of elephants by Liuyi and the acquisition of HSW by Poland led China’s construction machinery industry to stride forward on the road to overseas. . However, how to stabilize this road and take a good road is also a question for the Chinese construction machinery industry.

Experts suggest that Chinese companies can only improve internal strength, increase the reliability of the use of export products, speed up internationally accepted standard certifications, do a good job in the retrieval of independent intellectual property rights, increase scientific and technological research and development of independent intellectual property projects, and make full use of various means of export trade. And policies, effectively explore the international market, and focus on the development of localized agents, can go further in the export road to go better.