Advance into the new competition stage of the 12th Five-Year Construction Machinery Industry

In the year of the beginning of the Twelfth Five-Year Plan, China's construction machinery industry has entered a new development track and presents new features. On the one hand, the industry competition is fiercer, and the market competition among enterprises shifts from the increase of market segmentation to the competition for market share. On the other hand, the diversified development of enterprises makes the products tend to be homogenous, and the degree of product homogeneity is high. It will promote the fierce competition in the industry and the emergence of consolidation of mergers and acquisitions.

At present, the competition condition of construction machinery industry has already entered into multiple market competitions from a single market competition. Since the 12th Five-Year Plan Period, the market's major dominating method was the extension of product lines, the actions of several major leading companies at the beginning of the year were already quite obvious. Therefore, with the further expansion of product line coverage, the uniqueness of enterprises The advantages will gradually disappear, and the homogenization of products will bring about a new round of market competition. Under such fierce competition, the brand advantage of enterprises will become more precious.

In the case of low-end overcapacity and insufficient high-end capacity, the establishment of brand positioning and brand culture will become the key to shaping the value of the company. The domestic market in some areas of construction machinery industry lacks the right to speak, and the establishment of market discourse power comes from the establishment of brands, standards, intellectual property, product competitiveness, and channels. In summary, the brand difference in the future market is the key factor in determining market share. Therefore, the expansion of brand differentiation should be the company's long-term development goals.

Domestic construction machinery companies mostly belong to the third-rate enterprises that make products, and only a few are second-rate enterprises that do technology. The first-class enterprises that do standards are mostly foreign companies and are subject to patent control. Most of the technologies in China are limited, in this case Under the circumstances, efforts to develop innovative technology capabilities are crucial. At the same time, the protection of technologies such as patent applications also appears to be more critical. This will be a talisman for the development of the domestic construction machinery industry.

According to the State's "12th Five-Year Plan," the company supports technological transformation of enterprises, enhances new product development capabilities and brand building capabilities, and strengthens patent protection in order to better protect the interests of enterprises, promote independent innovation, and promote the development of enterprises.