Machine tool companies suffer from order hunger
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According to data released by the China Machinery Industry Federation, the industrial sales value of the domestic machine tool industry in 2012 was 775.496 billion yuan, a year-on-year increase of 12.25%, a sharp decline from the 2011 growth rate. The export market also showed a sluggish trend, with the growth rate falling by 8.425% compared with the same period of last year.
From the data point of view, although the growth rate of the output value of the domestic machine tool industry last year was not as good as that of 2011, it still produced a qualified answer sheet. However, looking at the large domestic and small SMEs through the overall data, there are several happy and embarrassing situations, but the common problem they face is the decline in orders.
Luo Baihui, chief analyst of Jinmo Machine Tool Network, said that domestic machine tool manufacturers are in a relatively low-end position in the industrial chain. The high-end market is still dominated by foreign companies such as Germany and the United States. High profits flow to the pockets of foreign companies; resulting in abnormal competition in the low-end market. fierce. On the other hand, the overall domestic manufacturing industry is in a relatively low trend, resulting in a decline in the order volume of the machine tool industry, and the situation of the machine tool industry is also more difficult.
In order to break the embarrassing situation of order hunger, many domestic machine tool enterprises have begun to go to the famous machine exhibitions such as Wuhan Machine Tool Exhibition and Wenzhou Machine Tool Exhibition. Jinmo Exhibition Network was informed that more than 600 well-known enterprises represented by Shenyang Machine Tool, Dongtai and Haitian Group gathered at the scene. Luo Baihui believes that in addition to displaying the brand image, the biggest purpose of domestic enterprises to participate in the exhibition is to be able to get some orders at the exhibition, and it is also a recognized promotion and promotion method. For the traditional exhibition propaganda mode, most of the orders that can be harvested at the exhibition are machine tools enterprises with large booths, brand rings and high reputation. Most of the small and medium-sized enterprises participate in the exhibition, and the exposure and order quantity are difficult to be famous. Orders need to be taken a different approach, and e-commerce is a way to make investments less effective.
As we all know, e-commerce has become an indispensable means of publicity for the manufacturing industry. Well-known manufacturing B2B websites include Alibaba, World Factory Network, HC Network, Jinmo.com, Marco Polo, etc. Most of them are operated in free mode, which provides an excellent platform for corporate promotion. It is worth mentioning that the factory store has set up the operation mode of entering the threshold, breaking the existing information, and the situation of being able to distinguish between true and false. The mode of paying for the first payment and post-payment also eliminates the doubts that the enterprise can't evaluate the input-output ratio. Therefore, it has attracted world-renowned machine tool brands such as Doosan, Shenyang Machine Tool and Nanjing Machine Tool, and has entered the e-commerce field. Luo Baihui said that most of the state-owned enterprises or well-known brand manufacturers still sneered at e-commerce a few years ago, and they ignored it very much. Now they take the initiative to participate in and even participate in e-commerce. This is no small progress, and it is bound to lead the e-commerce in the machine tool industry to rise. A new height.
One-fourth of the time has passed in 2013, and the biggest problem facing corporate decision makers is order, revenue, and profit. The industry has different opinions on the judgment of the machine tool market this year. Whether it is continuing to be depressed or reversing the recovery, the role of the company is limited to the psychological level; whether it is exhibiting or e-commerce, recruiting dealers, etc., it is only temporarily relieved from the action. The order crisis; the most important thing is to solve this problem fundamentally, and the most important thing is to upgrade the industry and get a share of the high-end market.