bauma China 2014: 中国工程机械去库存化探讨

随着宏观经济的企稳回升，机械工业运行也出现一定的改善。各大企业在行业困难时期，纷纷调整战略布局，使得销量下滑幅度收窄，有的甚至恢复增长。但经历了黄金十年的工程机械市场尚存庞大的库存量，如何有效去库存化也是摆在企业面前的难题。

放眼全球

其中，全球化定位成为很多企业在国内工程机械弱复苏阶段的“曙光”。三一重工董事长梁稳根表示：“我们要用极高的产品品质和服务，去改变中国产品的世界形象，并且把中国的制造变成中国创造。那就是说要得到世人的认可。所以我们把我们的国际化作为三一的第三次创业。”柳工全球研发中心项目的开工建设标志着公司国际化的进一步深入，柳工总裁曾光安表示，从全球市场看，特别是新兴市场客户，他们的需求并没有像过去想象一样已经被欧美发达国家企业深度满足，而是被动接受了很多需求，例如东南亚、拉美、非洲、中东等地很多客户的特殊需求没有得到满足。

在海外市场拓展中如何实现可持续发展，企业在量身制定营销方案时，需要考虑特定市场的客户需求，不断完善相关系列产品，坚持走产品差异化道路，并在产品的性能、安全、环保、驾驶舒适性等方面进行大量的技术革新、工艺改进，突出产品差异化。同时，优化提升销售、服务、配件网络，发挥整体协同效应，将被动保障服务转型为主动关爱服务。凭借高质量的产品与服务来赢得客户的信赖。

关注中小城市建设

此外，我们可以看到新的城镇化建设与过去有很大的不同，它更倾向于对中小城市的改造、城市集群的建设和对乡镇级地区的农、林、水利等有关民生类的中小工程项目的投资，而这些地区与传统的中心城市相比，具有市场分布散、设备不集中和交通物流不够发达等特点，导致当地很少有正规的配件及维修厂，所以这些地域的用户，更加期望设备的生产厂家能够提供及时、快速的服务，并且随着新城镇化的推进，将使这些用户的购买能力及购买需求得到很大的提升。而工程机械的国内主战场，可能也将会随着新城镇化的浪潮向着这些地区转移，因此更好的根据他们的实际需要提供合适的服务，将会在该地区的前期销售和后市场跟进中掌握更多的主动权。

目前行业运行虽然还有很多困难，但这是从快速增长到稳定增长过程中理应经历的一个“阵痛期”；一位业内人士认为，度过这个时期更多地需要行业内企业审时度势，科学制定发展目标，而不是追求一时的市场指标。正如今年，由于气候原因并没有八月桂花满地开，而是延迟到九月弥漫飘香。饱经一年的孕育生长，花期晚是晚了，但花终究是要开的。韬光养晦、苦练内功的工程机械企业又何尝不是如此。

时光如梭，时间已悄然临近2014年，工程机械两年一届的行业盛宴bauma China 2014将于11月25-28日在上海新国际博览中心举办，参展申请启动以来，得到了众多企业的积极响应。2014，工程机械企业会关注什么，我们期待与您相约bauma China 2014！

了解更多参展信息，请访问http://www.b-china.cn/exhibitor/application/。

bauma China 2014: On the Destocking of China Construction Machinery

With macroeconomic stabilization and recovery, the machinery industry also appears to run some improvement.During the difficult timeof the industry, many companies adjust their marketing strategy, making the sales decline narrowed, and some even restore growth. But after a golden decade of development, there is a huge amount of construction machinery inventory. How to destock is a hard nut for the enterprises.

Expand the global market

Global positioning becomes the highlight of the many construction machinery enterprises. Among them, Sany Chairman, Liang Wengen pointed, “We use high quality products and services, to change the image of Chinese products in the world, and promote ‘Made in China’ become ‘Created by China’. That is to get world recognition, so we put our internationalization as Sany’s third venture." The launch of Liugong global R & D center construction project marks the further internationalization of the company, ZengGuang An, the president of Liugong president said that regarding the global market, especially the emerging market, their demands have not been completely met by the European and American companies, but they passively accept a lot of demands. For instance,special needsof Southeast Asia, Latin America, Africa, the Middle East and other places are not being met yet.

How to expandoverseas markets and achieve sustainable development, enterprises need to develop customized marketing programs, consider the specific market needs of customers, and constantly improve the relevant products, adhere to product differentiation and make the technological innovation onproduct performance, safety, environmental protection, driving comfort, and process improvement. At the same time, increasing sales, improving service, optimizing parts network, and transforming the passive after-sale service to activecare service, to consequently win the customers by high quality products and services.

Focus on the construction of small and medium cities

In addition, we can see the new urbanization compared to the past are very different, it is more inclined to the renovation of small and medium cities, and the investment on the livelihood-related middle and small projects of urban cluster building and township-level projects of agriculture, forestry, water conservancy.And these regions compared with the traditional city center, featurescatteredmarket distribution, non-centralizedequipment and underdeveloped transport and logistics, etc. whichleads tofewformal accessories and repair workshop locally.So users of these areasare very aspiredto get timely, fast service by the manufacturers. With the new advancement of urbanization, the purchasing power of these users and purchase requirements are greatly improved. The main battlefield of the domestic construction machinery may also be transferred toward these regions. Thus to provide appropriate servicesaccording to their actual needs, will get more initiative in the pre-sales and after-market of the region.

Although there are many difficultiesin the current industry, this is the inevitable process of “growing pains”from the rapid growth to the stable growth; an industry professional, believes that to spend this period,enterprisesneeds to assess the situation of the industry, set up the scientific development goal, rather than pursuing shortmarket indicators. As of this year, due to the climateosmanthusdid not bloom in August, but delayed until September. After a year of growth, although the flowering is late, the blossom will appear eventually. So is withthe construction machinery enterpriseswhich develop in a low profile.

Time flies. It is quietly approaching 2014. bauma China, the biennial feast of construction machinery industry will be held from November 25 to 28, 2014 at the Shanghai New International Expo Centre. Since the launch of exhibitor application, we have received the great support from many enterprises. What will the construction machinery enterprises concerned about in 2014? Welcome to bauma China 2014 to find the answer.

To get more application information, please visit http://www.b-china.cn/exhibitor/application/.