“Only the forklift industry is an example. The competition among the top ten players in the industry is very fierce and the space is very small. It can be said that it has entered an era of homogenous competition.” Song Jingkun, spokesperson of Shandong Guangming Machinery Manufacturing Co., Ltd. told reporters It is conceivable for other companies to think about the pressure to enter this industry. The industry's new round of shuffling is inevitable.

Song Jingkun is engaged in the machinery industry, and the current environment is consistent with the current national policy. There is a lot of backward production capacity in the construction machinery industry, and the repeated construction of various local governments in this industry is serious. The reporter learned that the forthcoming “12th Five-Year Plan” will focus on promoting the reorganization of enterprises and concentrating the advantages of resources on the dominant enterprises and improving The utilization efficiency of resources and the reduction of consumption will be the focus of the 12th Five-Year Plan for the construction machinery industry.

The reporter learned from the interview that whether it is a leading company in the industry, for example, large companies such as Xugong, Sanyi, and Liugong, or local princes such as provinces and cities, are actively looking for acquisition targets.

Industry sources told reporters that while laying out the domestic market, the leading companies in the industry have started on the international agenda and launched overseas acquisitions based on technology acquisition and market acquisition. From the previous Zoomlion acquisition of Italian CIFA, to the current 31st start of the brand output, "Chinese sample" has become a bright spot in the mechanical engineering industry.

Many companies make efforts to merge

“Although there are rumors that Xugong and Weapon Group have reorganized on the market, we don’t understand the actual situation.” The person in charge of the Xugong Group Propaganda Department said in a telephone interview with reporters that the State's forthcoming “Twelfth Five-Year Plan” encourages Leading companies in the industry are becoming bigger and stronger, and XCMG has always followed this development strategy.

The above-mentioned person in charge told the reporter that Xugong had reached a cooperation intention with SAIC and the two sides agreed to jointly develop a construction machine hosting business based on bulldozers based on Pengpu Machinery Factory.

Mao Zhongwen, deputy secretary-general of the China Construction Machinery Industry Association, said in an interview with the media that "planning" will encourage the industry to reorganize mergers and acquisitions, eliminate backwardness through market competition mechanisms, and control the approval of land for low-level repeated construction projects and engineering construction projects. By the end of the “Twelfth Five-Year Plan”, the sales scale of China's top 100 engineering machinery enterprises should reach over 85% of the entire industry, and strive to cultivate large-scale enterprises with strong competitiveness and innovation ability into aircraft carrier-type international famous companies.

In addition to XCMG, Liugong, the industry leader, declared that M&A has become Liugong’s strategic focus in the first half of this year and will focus on futurizing the M&A market in the future.

The Shandong Guangming Machinery Manufacturing Co., Ltd., which was transformed from a military industrial enterprise, was designated as a national hoisting and handling machine manufacturer. Song Jingkun told reporters that Guangming has always been looking for a development opportunity under the country's industrial policy, from production of military equipment to agricultural products to Wei. Ken forklift can be described as one step at a time.

“The reshuffle in the forklift industry is also a microcosm of the machinery industry. Under the influence of the financial crisis, the international and domestic machinery industries have been affected. In the future development, in addition to taking the path of merger and reorganization, companies should pay more attention to Technological innovation and service," Song Jingkun said.

Brand output becomes a highlight

As Song Jingkun said, due to the financial crisis and a good market prospect in the domestic market, international machinery giants such as Terex, Caterpillar, and Hesmer have made many foreign companies have deployed in China in recent years.

At the same time, domestic industry leaders are also looking at the low point of the market, and they have made bargain hunters, accompanied by a “Chinese sample” that focuses on brand output, and they have blossomed in the international market.

According to industry insiders, the international path of the machinery industry can be divided into two categories. One is the acquisition of well-known foreign companies or R&D institutions like Zhong Lian and Xu Gong to realize “borrowing to sea”; the other is the direct foreign investment of Sany Heavy Industry. , gradually realize the localization of products and brands.

Previously, Zoomlion acquired Italy CIFA to implement an internationalization strategy, which triggered the full integration and reshuffle of the global construction machinery industry. It was called the “Chinese sample” of cross-border mergers and acquisitions.

“The end of internationalization is the internationalization of the brand. Internationalization is the use of international resources to enhance the internationalization of the 31st. Specifically, it uses the advantage resources of SANYI, such as the advantages of corporate branding, manufacturing capacity and human capital, to integrate them in other countries. The resources were used by me to enhance the internationalization of Trinity.” On September 10th, at the “2010 China Enterprises Overseas Expansion Summit” sponsored by “Global Times”, He Zhenlin, vice president of Sany Group, stated that.

The head of the propaganda department of the Sany Group also confirmed these remarks to reporters. He told reporters that in recent years, Sany’s main task is to make Sany a big company with international brands.

At present, Wicken Forklift has exported more than 30 countries and regions such as the United States, Canada and South Korea.

As a key product of Bright Machines, Weiken Forklift took the lead in launching its one-year service commitment in the industry at the beginning of its introduction to the market, and later launched “five-star service”, which means “main component quality assurance period is 1 year. The response time of the service shall not exceed 1 day, the product shall be returned to the user at least once within one week after the product is sold, the product shall be sold to the user at least once within one year after the product is sold, and the product is sold for one life to track maintenance services."

Industry insiders suggested that China's equipment manufacturing industry and overseas alliances should have a clear purpose, should fully consider the company's own capital, technology, and other capabilities, can not be swarming, while mergers and acquisitions should be to obtain the core technology as the goal, rather than the acquisition of production capacity, more It is not the so-called capital operation. The alliance effect should be cautious.