Recent industry issued some exciting news, the industry "14th Five-Year Plan proposes that the construction machinery turnover will reach 900 billion yuan in 2025, the export of engineering machinery will reach 28 billion US dollars, the export volume of construction machinery is in the international market. It will reach 12%.
Under the promotion of "One Belt and One Road" and "Double Cyclic" development, China Construction Machinery Enterprises are striving to enhance two markets in China, the binding of two resources, and jumps to try to do a lot in the international market, especially After domestic excavator market, China's brand has made decisive advantages, many Chinese companies believe that they will also copy the same success in the international market; the saturation of the domestic market, so many Chinese companies put their eyes in the international market.
"Next, we hope that after three to five years of hard work overseas a three-one heavy workers overseas. This goal is specific to the sales revenue of 10 billion dollars."
"Internationalized enterprises must adhere to the internationalization strategy to the end. Xu tool objective is on the existing basis, and future income in overseas markets reaches 50% or even more than half of domestic overseas income."
"Zoomlion will continue to deeply cultivate emerging markets, integrate global research and development resources, future goals are about 30% of overseas business income accounting for about 30% of the company's total."
The leaders of the Chinese brand three strong enterprises are ambitious, and they must be in the international market. Chinese companies generally think that the domestic market can provide strong support for the international market and overseas investment development, the continuous evolution of domestic market, also boost companies or put more attention to the international market; international businesses add more attention to domestic production and sales Innovation motivation, also drives the company, or better leads the industrial chain, value chain upgrade.
In fact, the internationalization of Chinese companies is not easy. The author talked about "soft strength" and service capabilities in the international market for China's brands in "Chinese brand sailout". These shortals have led to a small share of Chinese brands in the international market, and the mode of success in the Chinese market cannot be simply copied to overseas.
Sports in China's construction machinery export volumes in 2009 to 2017 were between 15.4% and 27.0%, with an average of 21.7%. Moreover, the greater the growth of the domestic market, the smaller the export accounting.
Every year, "China Construction Machinery" magazine will release the world's top 50 data, and the data between 2009 and 2017 also contains the internationalization index of the 50 companies, namely the overseas camp, the top 8 Chinese enterprises. The overseas camp accounsuses between 8.5% and 12.9%, with an average of 9.4%, which fully illustrates the road of internationalization of Chinese companies full of hardships. Obviously, the two sets of data in Figures 1 and 2 differ, which group data is more real? What is the level of China's brand overseas?
Recently, there is a "Quick Layout" from the "Twelfth Five-Year Plan" period to the "Thirteen" period, the internationalization of the strategic vision to R & D, manufacturing, marketing, service and talent "five The comprehensive international and deep cultivation, industry transnational business capabilities and internationalization levels are significantly, exports and overseas business revenues have been nearly 30%, which is larger than the data shown in Figure 2.
Unfortunately, there is no international index in the 50s of the global construction machinery in 2018. Is China's brands grow rapidly in the international market in the past three years? The exports in the turnover of 2018 to 2020 are 235.82, respectively. 242.76 and $ 20969 million, not much more than $ 2017 million in 2017. Overseas companies in China's investment have also encountered a lot of difficulties, and there is a big loss, it is clear that it is not the case. So, the reason is that the domestic small brand is better than the top 8 enterprises such as Xugong, Sanyi and Zilian, and the author expressed doubts.
The export volume of the construction machinery industry is much higher than that of China's top 8 brand international market turnover, which also includes equipment exports in China's foreign brands, such as: When the Chinese market declines, Carter The company puts many excavation vehicles produced in the Chinese market to help Chinese agents; Jessico JCB China's equipment produced is mainly used for exports, and these exports have also been calculated in export middle.
When the author worked in Volvo Construction Equipment Co., Ltd., foreign colleagues used to call all Chinese brands as any gong (a work), because many Chinese construction machinery brands are a work, Liugong, Xugong, Xiamen, Longgong, Lin In the eyes of overseas users, China's brand is almost no different, low, reliable, service and accessories supply are not in time, which also shows that Chinese companies lack a loud loud loud life in the international market. s brand.
Without a brand, the customer lacks the viscosity, coupled with an internationally reseller and service provider are doing an internationally renowned brand agency, and the construction machinery equipment is also very dependent on service support, users can make money, and brand Closely supporting the network support. In these respects, the short board in China is very obvious, lack of service and accessories support systems. The price is cheaper. Many users will not buy, which is the biggest challenge for Chinese brands in the international market.
The impression of professional media propaganda is that China's construction machinery brand exports and overseas business revenues have been nearly 30%, which will reach 50% in the next 3 to 5 years, is it too optimistic? The brand has a variety of competitive advantages when the brand enters China. In the end, many brands have been lost, what Chinese brand beat these internationally renowned brands in the international market?
On the road of internationalization, it is full of thorns. In the overseas market, the development, manufacturing, marketing, service and talented "five integration" of China has a huge gap with international brands. At present, there are 11 Chinese brands in 50 global construction machinery. One average age is 35 years, and the top 11 international brands of the world is 105 years, it is three times the Chinese brand. In the international market, Chinese products have lack of brand awareness, and many international brands have existed more than 100 years, and overseas users are very familiar with Caterpillar, Volvo, Liebherr, etc.
When Chinese companies account for 50% in overseas market revenue, the Chinese brand is really rising in the world. However, the author does not think this goal can be achieved within 3 to 5 years. We must not underestimate the difficulty of establishing a brand in the international market. Chinese brands must work hard to improve their strength and reputation, and they will make up the shortboard. It is possible to enter the first camp of internationally renowned brands after 10 years to 20 years.
