Investigation and Analysis on export marketing dev

Investigation and analysis of export marketing development of construction machinery supporting industry

in this month, China's total import and export of construction machinery products amounted to US $8.901 billion, a year-on-year decrease of 27.72%. Among them, the export was 7.291 billion US dollars, a year-on-year decrease of 19.05%, and the surplus was 5.679 billion US dollars, basically the same as that of the same period last year. According to the statistics of the Customs (81 kinds of construction machinery according to the commodity code, including 69 kinds of host products and 12 kinds of spare parts), from January to June, the import and export of China's construction machinery products reached US $8.901 billion, a year-on-year decrease of 27.72%. Among them, the export was US $7.291 billion, a year-on-year decrease of 19.05%, 29.94 percentage points lower than the growth rate of the national export of mechanical and electrical products, accounting for 0.012% of the total national export of mechanical and electrical products; Imports amounted to US $1.612 billion, a year-on-year decrease of 51.25% (the national import of mechanical and electrical products increased by 12.09%), accounting for 0.004% of the total national import of mechanical and electrical products; The surplus was $5.679 billion, basically unchanged from the same period last year

import prices increased significantly

in the first half of the year, China's construction machinery import market was still concentrated in Asia and Europe, of which $839 million was imported from Asia, a year-on-year decrease of 56.11%, accounting for 52.1% of the total import of construction machinery; Imports from Europe amounted to 556million US dollars, a year-on-year decrease of 34.54%, and the import price increased significantly year-on-year, reaching 260.76%. The data shows that China exports construction machinery to 200 countries or regions, of which 22 countries and regions export more than US $100million, accounting for 62.89% of the total export of construction machinery

innovative products grow rapidly

at present, China's construction machinery shows a decline in the export of traditional products, a rapid growth in the export of innovative products, and the overall export of main engines is basically flat. The export of construction machinery includes complete machines and parts. From January to June, the export amount of main machines was US $6.142 billion, with a year-on-year increase of 1.76%; The export of parts and components was US $1.147 billion, a year-on-year decrease of 61.36%, resulting in a 19.05% decline in the overall export of the construction machinery industry. Among them, the exports of graders, rollers, cranes and high-power bulldozers fell significantly; China's graphene, which has been known as "universal material" since the tire type self propulsion, is still in the early stage of industrialization practice. The export of heavy machinery, dredgers, all terrain cranes greater than 100 tons, and crawler excavators has increased at a high speed, ensuring a slight increase in the export of main engines

the export of products with low traditional technology content in China is limited, and high-tech special equipment is gradually being accepted by foreign customers, which shows that although the sales of the construction machinery industry is limited by domestic and foreign demand, the technology improvement in the industry has become a consensus and has entered the accelerated track with remarkable results, laying the foundation for China to participate in international competition. The situation of heavy engine and light parts is still serious. In addition, although the export of parts and components fell seriously in the first half of the year, it should also be noted that the export of parts and components (shovel for bulldozer or side shovel bulldozer) and (bucket, bucket, grab and pinch bucket) increased by 112.64% and 9.99% respectively, which shows that the supporting industry of construction machinery structural components has made great progress in recent years, and some structural component enterprises have gradually entered the international market to provide OEM supporting for some foreign peer enterprises or supply multinational component supporting suppliers. At the same time, we should also realize that there is still a long way to go to improve the situation of engineering machinery enterprises exporting heavy engines and light accessories

the sales volume of traditional products has declined

in recent years, Chinese construction machinery enterprises have continued cross-border mergers and acquisitions, including Zoomlion's acquisition of CIFA in Italy, Liugong's acquisition of HSW in Poland, Sany's acquisition of Putzmeister in Germany, XCMG's acquisition of Schneider, and a series of mergers and acquisitions have been completed. With the help of international leading technology, Zoomlion has developed a carbon fiber boom pump truck of more than 100 meters, and Liugong has supplemented the product line of the bulldozer plate, And with the Sany strong marriage to produce C8 concrete pump truck. The development of these new products has greatly shortened the distance between China and the international advanced level. Especially in the field of concrete pump trucks, Chinese products can fully represent the development level of the world industry. In the first five months of this year, among China's construction machinery products, there were 21 kinds of goods with more than US $100 million, and the total export volume of 21 kinds of goods reached US $6.135 billion, accounting for 84.15% of the total export volume

except for dredgers, most of these 21 products have seen sales increase and prices decline. Compared with the same period last year, the export volume and average export unit price of four products, namely, front shovel loaders, other crawler bulldozers, other road builders and graders, and other motorized rollers, are also applicable to the floating of hard plastic plates to varying degrees. In particular, the export of front shovel loaders totaled 836 million US dollars from January to June, ranking the largest in the entire construction machinery industry. However, compared with the same period last year, the sales volume and average export price of the machine decreased by 18.46% and 16.65% respectively, which is also in the forefront of the decline in the industry. This shows that the equipment with a large amount of traditional exports of construction machinery in China, and various manufacturers are still selling at low prices. In addition, the pressure of RMB appreciation will have a great impact on these export competitive products, resulting in an increase in scale and a decline in efficiency

compared with international construction machinery manufacturers such as Caterpillar and Komatsu, what China lacks most in the international market is the customer group with loyalty to the brand. After years of development, China's construction machinery industry has emerged in the industry with famous brands such as XCMG, Zoomlion, Sany, Shantui, Liugong. In recent years, although the products of various manufacturers have gained some popularity in some regions, compared with some international top brands, we still have a long way to go in cultivating the loyalty of professional customers. In addition, there are some contacts between the toothed rod and the toothed rod pressing plate of China's construction machinery. After years of development, the form of trade has always been general trade, which has occupied a dominant position. Some products of manufacturers in the same industry are relatively similar, and the technical content is not high. They once flooded into some markets at low prices, causing an impact on local traditional industries. This has caused some countries to increase certification requirements, improve technology fortress Regulate tariffs and other means to restrict the import of our products

build an international service network platform

summarize the characteristics of the export of construction machinery industry in recent ten years, from the earliest central enterprises to foreign businessmen looking for products and manufacturers in China through various exhibitions, to enterprises going out to promote and find local agents, until in recent years, powerful manufacturers have really gone out to establish their own direct sales agencies for local and batch sales of the new version of F ⑴ 50 pickup truck of Ford Motor Company. Compared with the global layout of internationally renowned construction machinery manufacturers, the after-sales service problems of some Chinese enterprises (including the supply of parts, technical training and maintenance training) also need to be paid attention to. This is not very obvious in the high-speed growth period of the market. With the weakening of international market demand, the problems will be fully exposed, which will also have an impact on exports

at the same time, after years of development, China's construction machinery products have greatly improved their product types and technical performance. Especially in recent years, the manufacturing and processing of structural parts have been recognized by the international industry. Some foreign-funded enterprises produce structural parts in China, all of which are produced by domestic supporting manufacturers. To sum up, it is suggested that the state should do a good job in the overall layout, encourage the adjustment of product structure under the existing scale, and all enterprises should also take the lead in core products, give consideration to online products, and gradually implement the access mechanism for construction machinery export enterprises, so as to enhance the international image of made in China