On June 10, 2021, the 10th Standing Council of the 4th China Construction Machinery Industry Association Agent Working Committee with the theme of "Gathering Hearts and Wisdom, Pursuing Change" and the 2021 China Construction Machinery Elite Agents Hotspot Forum will be held in Ningxia Yinchuan was successfully held.
This forum is hosted by the Agent Working Committee of China Construction Machinery Industry Association, co-organized by Ningxia Linwo Construction Machinery Co., Ltd., Qi Jun, Honorary Chairman of China Construction Machinery Industry Association, Wu Peiguo, Secretary-General of China Construction Machinery Industry Association, and agent of China Construction Machinery Industry Association Dozens of representatives including relevant leaders of the Business Working Committee, the vice chairman of the Agent Working Committee of China Construction Machinery Industry Association, standing director companies, and related experts attended the meeting.
Zhao Zijing, project general manager of Ningxia Linwo Construction Machinery Co., Ltd., the co-organizer of this forum, delivered a welcome speech and made a sharing titled "Introduction to Ningxia Humanities and the Characteristics of the Provincial Construction Machinery Market". He introduced Ningxia from the cultural background of Ningxia. Regional investment and development opportunities, and analyzed the differentiated characteristics of the regional construction machinery market, and finally shared the development history and future development direction of Ningxia Linwo.
Indicate macroeconomic trends: an analysis of China's macroeconomic situation and policy environment in 2021
Li Ruoyu, Director of the Financial Research Office of the National Information Center, introduced and analyzed the global economic situation in 2021, and analyzed China's macroeconomic situation and domestic policy environment in 2021. The raw material industry, which is closely related to the construction machinery industry, has seen a substantial increase in profits under the background of rising demand and high commodity prices; the profit margins of enterprises in the mid- and downstream industries are squeezed; in the manufacturing industry, the growth rate of the midstream equipment manufacturing industry is high Continue to go up, the downstream automobile industry has weakened most obviously, and the profit growth rate of traditional labor-intensive industries has not yet been fully restored.
During the sharing, Director Li said that, making good use of the window period with less pressure to stabilize growth, pay more attention to alleviating medium and long-term issues such as structural adjustment, risk prevention, industrial optimization and upgrading, and green development. Director Li predicts that the GDP growth rate will reach 8.5% in 2021, and the growth rates of fixed asset investment, real estate development investment and infrastructure investment will reach 7.6%, 6.5%, and 5.0% respectively. The overall macroeconomic and policy environment is for China's construction machinery industry. The steady development trend provides an important support.
Point out the future development direction of the industry: Trend analysis of China's construction machinery industry in 2021
Wu Peiguo, secretary general of China Construction Machinery Industry Association, gave an important speech on the theme of "Construction Machinery Industry Operation and Future Development Trends". Secretary-General Wu stood on the macro perspective of the industry, analyzed the current status and development trend of the construction machinery market, and provided a reference for the next step in the market strategy decision-making of the agent group. Secretary-General Wu pointed out that during the "Thirteenth Five-Year Plan" period, my country's construction machinery industry has entered a new stage of high-quality development, becoming the country with the most complete categories, richest varieties, and most complete industrial chain in the global construction machinery field. More products are available in the world. It has a leading position in the industrial system.
Overcoming the adverse effects of the epidemic in 2020, China's construction machinery industry will continue to achieve rapid growth, with sales of some products hitting record highs. According to the statistics of the association, after deducting incomparable factors, repeated data and operating income from the non-construction machinery industry, key contact enterprises will achieve operating income of 489.3 billion yuan in 2020, an increase of 30.4% over 2019, and a profit of 44.2 billion yuan, an increase of 48.3 year-on-year. %. The entire industry achieved operating income of more than 700 billion yuan. The rapid development of intelligent engineering machinery; the fruitful achievements of major technical equipment; the further improvement of product performance, quality and reliability and durability; the widespread application of the industrial Internet; and outstanding achievements in green development. The industry's digital and intelligent engineering equipment has achieved continuous results; green construction machinery represented by electric excavators, electric loaders, and electric forklifts has continued to develop, the pace of internationalization has been steadily advanced, and the global industrial layout has been further improved.
Secretary-General Wu proposed that the main issues affecting the high-quality development of the industry include structural overcapacity, product homogeneity, vicious competition, and price wars. However, affected by multiple favorable factors, the industry's sales volume is expected to maintain steady growth throughout the year. Carbon peak and carbon will bring positive impacts and opportunities to the industry. The China Construction Machinery Industry Association is communicating with relevant departments, hoping to establish an exit mechanism for high-emission equipment.
Secretary-General Wu looks forward to the "14th Five-Year Plan" period, China's construction machinery industry has good development opportunities. The China Construction Machinery Industry Association publishes and promotes the implementation of the "14th Five-Year Plan" development plan based on high-quality development goals; standardize industry vocational skills Training, vigorously create high-quality skilled talents; build exchanges and cooperation platforms for member companies, and promote cooperation and development between industrial chains.
Insight into the development direction of the agency system: Promote a stable and far-reaching construction machinery agency system with Chinese characteristics
Du Haitao, Chairman of the Agent Working Committee of the China Construction Machinery Industry Association, shared the theme of "Promoting the Stable and Far-reaching Construction Machinery Agency System with Chinese Characteristics". Chairman Du pointed out that the increased survival pressure of the agent group, the widespread enterprise losses, and the market is in a state of irrational competition, can crack the high-quality development of China's construction machinery marketing and service links and the development path of China's construction machinery agency system. This proposition requires the industry's upstream and downstream colleagues to jointly create a healthy development industry environment.
Chairman Du reviewed the development process of China's construction machinery agency system for more than 20 years, and the Agent Working Committee of China Construction Machinery Industry Association has also gone through 18 years, witnessing the rooting and blossoming of the agency system in China's construction machinery industry. The agent companies of China support the blue sky of China's construction machinery marketing and service, and China's construction machinery agency system has increasingly distinctive Chinese characteristics.
Chairman Du judged that the relationship between the manufacturers of the agency system with Chinese characteristics will eventually evolve into a strategic partnership, characterized by win-win cooperation. The agent group is a community of destiny, and they must jointly face the two focal issues of "the restructuring of the profit model of the stock market and the restructuring of the service market by the intelligent network of equipment".
Chairman Du pointed out that the work of the Agent Working Committee must advance with the times under the leadership of the China Construction Machinery Industry Association, and provide solid services to the members.
Cheng Shaoshan, chairman of Beijing Dizhicheng Enterprise Management Consulting Co., Ltd., gave a keynote speech entitled "How Agents Break Through in the New Situation". Mr. Cheng proposed the five major trends of construction machinery agency channels: professionalization of channel function positioning, diversification of agency profit models, platformization of service empowerment support, integration of manufacturer cooperation and coordination, and digital intelligence of daily operation management.
Mr. Cheng analyzed the following practical problems in the management of agents: the original marketing concept is outdated, the business model is single, the core competitive advantage is lacking, the business strategy is extensive, and the dependence on low prices and policies leads to uncontrollable risks, poor benefits, and related functions and resources. Weak integration, few value-added services, difficulty in deepening high-quality customer relationships, poor front-end and back-end collaboration and system support, difficulty in responding to market requirements quickly and efficiently, low professionalization of the marketing team, difficult management, lagging growth, and need to improve combat effectiveness.
Mr. Cheng pointed out that there are four directions for the transformation of regional agents: alliance with top brands, maximize regional share, serve end users, achieve continuity of business foundation, focus on post-market operations, achieve diversification of profit models, and integrate resources from multiple sources. , Realize the platformization of market operation.
Mr. Cheng puts forward five major business strategy transformation suggestions to agents: optimizing business structure combination; precise market competition strategy; building a symbiosis and win-win ecology; strengthening the integration of manufacturers and synergy; focusing on user service and relationship management.
Regional ecological maintenance: Regional Construction Machinery Chamber of Commerce can play an important role
Zhou Chijun, Chairman of Hefei Xiangyuan Construction Machinery Co., Ltd., shared the theme of "Experience Sharing of Hefei Construction Machinery Chamber of Commerce in Anhui Province in Maintaining a Healthy Regional Competitive Environment". Mr. Zhou introduced the organizational form of the Hefei Construction Machinery Chamber of Commerce in Anhui Province, including the composition and communication mode of various branches such as spare parts dealers and second-hand equipment dealers. The way member companies of Hefei Construction Machinery Chamber of Commerce in Anhui Province hold groups for heating and maintain stable and orderly competition in the regional market provides a good reference for the development, communication and exchange of agents in other regions.
Highlights of the focus topics are brilliant, and the collision of views triggers in-depth thinking
At the new historical key point, explore the way to break the situation in the transformation of the agent group
The internal discussion session was presided over by Cao Weiguo, chairman of Zhejiang Liyang Machinery Co., Ltd., and the theme was set as "the new historical key point, the road to the transformation of the agent group".
The discussion started by re-examining the business model and value of agents, tracing back to the core competitiveness of construction machinery agents, and discussing what the healthy business model of agents should look like today?
The discussion deeply analyzed the deep-seated reasons behind the difficult survival conditions of most agents, and hoped to find a development path to improve and enhance the profit situation of agents. During the discussion, many agents also reached a consensus that agents should create more value in serving users, especially in the aftermarket business area, to achieve transformation and upgrade.
During the discussion, the delegates pointed out that the agent group should be alert to the accumulation of risks in the down cycle of the construction machinery industry, take precautions, and operate rationally.
At the end of the internal discussion, Qi Jun, Honorary Chairman of China Construction Machinery Industry Association, made a special comment. Chairman Qi pointed out that the contribution of the agent group to the development of China's construction machinery is indelible, and its status is very important. Agents and host manufacturers should be a win-win situation, it should be brotherhood, not money-making tools and vassals.
Chairman Qi emphasized that the business model based on the sales of the whole machine as the main source of profit is unsustainable. Agents must realize that the era of making quick and big money has passed. They must adjust their mentality and change their operations in response to different stages of industry development. Ideas can adapt to the development of the market. Agents are also one of the promoters of the price war, and among them, manufacturers, agents and users have no winners.
Chairman Qi’s message that the majority of agents must be confident, but must pay attention to profitability, and only a path suitable for their own transformation and upgrading is valuable. Agents must be vigilant about future risks. If they are irrational, they must be Take another lesson.
With the effective control of the new crown pneumonia epidemic, China’s economy has recovered rapidly. Since the second half of 2020, various major projects have started and resumed work. The rise in raw material prices and the gradual implementation of rural revitalization strategies have brought more favorable factors to China’s construction machinery. Broad market space. At this special turning point in mid-2021, China’s core construction machinery agent groups will reunite in Yinchuan to discuss short- and medium-term focus topics in the industry and exchange channels on the survival status of construction machinery agents with industry elites and industry experts. Discuss how to change the terminal market ecology, form a synergistic competitive advantage in the upstream and downstream value chains, and help the industry to achieve sustainable and high-quality development, and jointly meet new opportunities and challenges.
