By Yvonne Lu | 11 April 2022 | 0 Comments
Top ten trends of China's aerial work equipment industry in 2022 PART 2
03 trend III Matthew effect will be more significant, Becoming an industry leader is crucial The idea of Matthew effect comes from the Bible: the gospel of Matthew: "Whoever has it will be added to him, so that he will be superfluous. Whoever does not have it, even what he has will be taken away." In the business world, the Matthew effect of "the stronger, the weaker" has a profound impact on every industry and every enterprise in the industry. The same is true for the construction machinery industry and the more subdivided aerial work platform industry. Whether in the world or China, the accumulation effect of industry is becoming more and more obvious. High quality industrial supporting resources, head customer resources, excellent talents and even excellent capital are gathering to the strong. Thus, the strong are stronger. Such as Caterpillar, Komatsu and Hitachi construction machinery, the giants of construction machinery industry, Xugong, Zoomlion, Sany Heavy Industry, Lingong group and Liugong, which have risen rapidly in recent years, and Jlg and Genie, the giants of aerial work platform industry, are the biggest beneficiaries under the Matthew effect. It is very important to become an industry leader and a leader in subdivided industries. For aerial work platform manufacturing enterprises, only when they enter the top ten of the industry can they be qualified to become leaders; Only by ranking among the top five and top three of the industry can we become a leader. For leasing enterprises, only by becoming the top five and top three in the regional market, that is, the top 100-200 "all" will not be taken away.
04 trend IV International giants: China's strategy is also a global strategy The international giants of the global aerial work platform industry have long regarded China as an important part of the global chess game. As early as 2008, by investing and building factories in China, jierjie and Terex strengthened their determination to develop in China for a long time, and thus reaped the first wave of dividends for the development of the domestic leasing industry. However, changes in the Chinese market are always faster and fiercer than expected. Compared with the catch-up of Chinese Excavator brands, the domestic replacement of aerial work platform took less than five years. For international brands, this is not good news, but a reality we have to accept. Market competition is cruel, but competition makes enterprises stronger. In recent years, it is not difficult to find that, fast or slow, international giants are turning. China's business segment has been defined as more than a simple sales market, and China's strategy has been gradually upgraded to an important part of global strategy. Chinese manufacturing bases of international brands are playing a more and more balanced, coordinated and even leading role in their global manufacturing system, especially in the production capacity gap period in Europe, America and other countries and regions under the influence of the epidemic. In addition to localized manufacturing, the product R & D and design functions of many international brands have also come to China. More global product lines originated in China have further enriched the connotation of China's strategy. But these are not enough. In the face of Chinese manufacturers rising rapidly and going overseas, international giants also need to build a new moat with new ideas and actions. While continuing to lead technological innovation, we will create more competitive products by promoting global procurement in China; Opening up channels between China and other parts of the world in terms of products, R & D, manufacturing and circulation... These are the next feasible work. The key to the success or failure of China's strategy of international giants does not come from the outside, but from the inside of the organization. How to challenge the original self by relying on China's strategy? How to integrate China's strategy into the global strategy and implement it effectively? How to leverage the global strategy and even reshape the global industrial ecology through China's strategy? These all need international brand thinking.
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