Recently, Mining Machinery branch of China construction machinery industry association released industry statistics. In January 2020, 25 mainframe manufacturing enterprises included in the statistics sold 9,942 Mining Machinery products, down 15.4% year on year. Among them, the sales volume of domestic Excavators decreased year on year, and the export sales volume increased year on year. In addition, the sales volume of large, medium and Excavator/ 'target='_blank' style='color:blue;'>Small Excavators decreased to different degrees.
The reporter also noted that to cope with the sales pressure brought by the epidemic, the vast majority of construction machinery companies such as XCMG, sany heavy industry, carter, zoomlion, levo, and shanhe intelligence have strengthened online marketing.
Analysis that the machine sales decline is already the consensus in the industry, online marketing gimmick, the actual online turnover is small. However, comments from hc360.com, dongxing securities and others indicated that the government would increase financing support for infrastructure investment after the outbreak, and they had great confidence in the sales volume of excavators in 2020.
large, medium and Small Excavators all decrease in different degrees
Recently, Mining Machinery branch of China construction machinery industry association released industry statistics. In January 2020, 25 mainframe manufacturing enterprises included in the statistics sold 9,942 mining machinery products, down 15.4% year on year.
Among them, the domestic sales volume of 7,758 excavators decreased by 23.5% year on year, while the export volume of 2,184 excavators increased by 35.3% year on year, much higher than the domestic sales volume growth. In addition, of the 7,758 excavators sold in China, 1,105 were sold, down 27.5 percent year on year. Zhongdi sold 1,584 units, down 31% year on year. Xiaogou sold 5,069 units, down 19.8% year on year.
According to some comments, the sales volume of excavators increased by 10% in January 2019 and 135% in January 2018 compared with the same period last year. Although the data of 2020 is not pretty, the decline momentum has long been the consensus of the industry.
As for the year-on-year decline in the sales of domestic excavators and the year-on-year increase in export sales, the large, medium and Small Excavators have all experienced the phenomenon of sales decline of different degrees. Hc360.com said that the small baby decline is in line with the current situation that China's small and micro excavators have more market prospects.
Affected by the Spring Festival and the outbreak of the disease, the rapid growth trend of the export market, when the domestic market is not optimistic, also fully shows that the quality, technology and brand strength of excavators in China have been recognized by the international community.
Zhao chi, executive vice President and secretary general of the China association of machinery manufacturers, told China business news that the drop in sales in January was mainly due to the Spring Festival and the outbreak of the disease.
However, affected by the outbreak, hc360.com is not optimistic about the sales forecast for February and believes that march sales should also be based on the situation. However, he expressed great confidence in the sales volume for the whole year of 2020. After the outbreak is controlled, the government will increase financing support for infrastructure investment, which will rebound to more than 8% this year, partially offsetting the decline in consumer demand.
Dongwu securities believes that due to the impact of the Spring Festival and the outbreak of xinguan pneumonia, the sales of excavators in the first quarter will have a relatively large disturbance, the peak of construction in the three months after the holiday can account for 40% of the annual sales of excavators.
In addition, sooty securities also judged that second-hand excavators in the average number of hours of starting up 10,000 ~ 12,000 hours of the phase began to enter the phase of renewal and elimination, 15,000 hours may be the average use limit of second-hand excavators. At present, the average operating hours of second-hand excavators produced in 2011 is 9,012 hours. Based on the current average working intensity of a single excavator of 1,000-1,500 hours per year, the second-hand excavators in 2011 will reach the theoretical value of obsoleted around early 2021, which will promote the sales of excavators this year.
efforts to build online marketing, gradually resume work
After the Spring Festival has been the construction machinery sales season, but the new crown pneumonia greatly affected the market this year. Therefore, each engineering enterprise will be ldquo; Throughout the battlefield &; Move to the online, technical training, live delivery, online recruitment and other marketing methods emerge in endlessly.
February 20 afternoon, carter and iron net joint launch “ Fuel saving real strength, ‘ Dig & rsquo; War start season; A series of live broadcast activities, so that users can stay at home to learn the safety of the start, daily maintenance, fuel saving tips related to practical knowledge, but also online a new generation of hydraulic excavator. VR exhibition hall.
Zoomlion's branches used to hold offline product promotion meetings, inviting customers to gather in one place to promote new products and technologies. However, in order to prevent and control the epidemic, zoomlion moved its product promotion meeting online this year and introduced new products and technologies to customers through online platforms and live streaming.
In addition, XCMG excavator also in douyin, kuishou double platform live, to meet everyone ldquo; Online shopping excavator ” In the dream. XCMG loader also invited engineers to explain the maintenance and repair knowledge of the loader. XCMG Road Machinery adopts ldquo; Cloud visit & throughout; To let customers know XCMG and achieve 720° VR looks at the roller.
Sany has also launched a number of online marketing activities, notably its sany store on February 17. In sany shop, you can go 360° Panoramic view of the equipment, real-time understanding of the detailed parameters of the equipment, after optimistic you can pay online deposit, one-click order. At the same time, web celebrity live broadcast, social circle, promotional activities and other interactive ways. At present in sany shop, has sany excavators, cranes, Concrete Machinery, Road Machinery and other thousands of related products shop.
Levo engineering machinery also continued to broadcast live on douyin for a week. By connecting high-looking anchors and explaining products, it created a three-dimensional experience of online car viewing and trial driving, thus refreshing users' cognition of levo products and performance. In addition, carter accessories mall official WeChat has also been online, shanhe intelligence and a number of excavator dealers jointly launched non-contact sales services.
& other; However, under the epidemic, although the construction machinery enterprises online marketing also brush a presence, but actually online trading volume is not high. Throughout the &; "Said an industry analyst.
To this, the relevant person in charge of sany heavy industry Marketing Department told this reporter that the current stage of online effect can not be judged directly by online volume, because most of the project has not started. But on the web, this outbreak is the catalyst. It is also worth thinking about how to establish connection with users, generate interaction and increase stickiness.
The reporter notices, increase online marketing at the same time, construction machinery enterprise also begins to resume work mode in succession recently. Sany and zoomlion held a resumption of work ceremony on February 5. Sany changsha 18 intelligent workshop on February 5 also held the pumping business division of the resumption of the ceremony. In addition, according to the reporter statistics, xugong, shanhe intelligence, summer, iron construction heavy industry, thunder, south road machine and so on have resumed work.
Dongfang securities said that after the end of the outbreak with the boost of downstream construction demand, the demand for excavators will show a recovery growth, the annual demand with solid support. However, zhao chi said, the current industry is still slowly to resume work, construction machinery enterprises are still affected by the industry chain.
