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The machine tool manufacturing industry has a typical basic equipment temperament, its rise and fall and macroeconomic ups and downs, and the production materials market, and capital construction investment are closely linked. At present, China's economic growth rate has dropped, and cyclical adjustment has brought about obvious differentiation of corporate trends. When most enterprises are trapped in the quagmire of sluggish demand and market downturn, a group of outstanding enterprises with core competitiveness and full of vigor and vitality are highlighted. For example, Jiji and other enterprises active in this forum. People can't help but ask why these companies can go against the tide and go against the trend. What tricks and killers do they have?
In fact, the success of any enterprise has certain inevitability in it. Seriously combing out there should be four key words: the ultimate professionalism, the rise of internal systems, the creation of people, and the focus on market segments. In this regard, the Media Department of China Machine Tool & Tool Industry Association specially planned a series of articles on the "China Machine Tool for 2025" series, a total of four articles. Today, the fourth article "The only part of the market is focused and focused", and I hope to share it with the readers of the industry. The way to victory.
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Focusing on core business is more encouraging than the way you expand your business to gain growth. This growth method will help strengthen the company's core competitiveness and establish a solid competitive advantage.
Since the machine tool industry entered the downside range in the second half of 2011, there has been a significant reduction in the total market demand and a significant change in the market demand structure. In the face of the continuous market shrinkage, all companies are increasing the market's development efforts. There are two main ways: one is to work hard in the breadth and eliminate the dead angle; the other is to work hard in the depth, aiming at the limited market. Depth of depth mining. The former will not bring qualitative improvement to the enterprise, while the latter entry point is to study the market segment and go to the high end.
The research of market segments has brought a new term - market specialization. The specialization mentioned before is product specialization, not market specialization. However, in order to make a difference in the high-end market, it is necessary to do market specialization, that is, to serve a certain industry professionally, rather than simply doing a certain product.
We have found that Western developed countries, especially Europe and the United States, have some enterprises that serve high-end market segments, which are essentially market-specific enterprises. Their market is very clear, the market segment is very simple, other markets will not do it, and only focus on one market segment, so it is very deep and specialized, and very competitive. Taking automobile engine manufacturing as an example, there are only a dozen or so global monopolistic enterprises in Germany and Japan. A closer look reveals that these companies are characterized by market specialization. Because they only work as "manufacturing experts" in the field of automotive engines, and not in other industries.
Focus can form an advantage
In the past few years, the rapid development of the machine tool industry has also brought fever and irrationality to the industry. Everyone who can make money, everyone will be swarming, regardless of whether they are familiar with this product field, whether there is long-term accumulation of technology, whether there is an advantage in producing this product. However, products that can exert their own strengths have not invested enough human and material resources to conduct in-depth and meticulous research. This led to a low-quality, homogenized product all over the place, resulting in a number of workshop-style enterprises, while competitive companies are embarrassed, not to mention international competitiveness. Therefore, when the machine tool industry began to enter the downside range in the second half of 2011, when the total demand in the consumer market decreased and the demand structure accelerated and upgraded, the whole industry screamed and screamed, and there was no shortage of blame, but it really withstood the severe There are not many companies that have tested.
Look at the companies that have survived in the contrarian trend, even those that have risen against the market. Why can they be shocked and calmly faced? After analysis, they will find that they have a lot in common, one of which is that they are more focused than others, focusing on the market segment. Because they know that if they want to do a good job in market segmentation, they must be focused. They must have the willingness to be awkward and dare to pull the emperor down. It is impossible to do it with half-heartedness. Those companies that have done well in market segments, even in the years when material desires and eyes were full of money, did not shake their original intention to focus on market segments.
If the heart is like water, not everyone can do it. It needs extraordinary strength. Some companies lack a firm belief and a spirit of perseverance, often paying attention to immediate short-term interests, while ignoring their long-term development and the heavy responsibility and mission of the industry. Impetuous psychology, lack of persistent and painstaking research is the root cause of enterprises in danger.
At present, the number of companies doing well in the market segment is still very small in China. The best done is the Jinan Second Machine Tool Group, which is among the best in the world's stamping industry. Jinan No. 2 Machine Tool has long been focusing on the development, manufacturing and service of automotive stamping complete sets of equipment. It has an absolute advantage in the Chinese market. In recent years, it has become a stamping equipment supplier for world-renowned automobile manufacturing companies such as Ford, General Motors, Volkswagen and Nissan. In particular, since 2011, it has provided 8 sets of high-speed stamping production lines for four factories of Ford Motor Company in the United States. It is a typical case of China's machine tool equipment going to the international high-end market, representing the technology, quality, and quality of Jinan's second machine tooling equipment. The reliability has reached the international advanced level in all aspects.
The reason why Ji Er can be among the best in the world's stamping industry is simple, relying on their long-term focus on the development, manufacturing and service of automotive stamping equipment. Since 2004, Ji Er has been working on the "large-scale rapid CNC automatic stamping production line", a revolutionary product in the field of automotive stamping. In November 2014, it won the order for the 7th large-scale rapid press line of Ford's US-based factory. Said to be a full 10 years. In the past 10 years, Jiji has never given up on research, innovation and breakthrough in the development of large-scale rapid press lines for automobiles. In the past 10 years, for Ji Er, it is “a decade of cold windowsâ€. They have always moved forward in accordance with their own goals, concentrate on themselves, are free from outside interference, strictly follow market rules, and strive to satisfy customers’ various demand. It is reported that the order for the 8th large-scale rapid press line with Ford of the United States was signed on May 14 this year. congratulations!
Beijing Jingdiao is a very young enterprise. It was established in 1994 and has a history of 20 years. It is characterized by the development and manufacture of small tool engraving machines. Until now, as long as the engraving machine and engraving are mentioned The milling machine will be associated with Beijing's fine carving, because the high-speed engraving and milling machine carved by Beijing is absolutely in the world.
The practice of Beijing Jingdiao is: all behaviors and resource allocation are market-oriented, focusing on customer needs, focusing on market segments, and researching market segments in a deep and thorough manner, forming a complete solution in small areas. The program, interacting with customers, brings benefits to users, brings the market, and users bring new markets to them, forming a virtuous circle. In many cases, Beijing Jingdiao is not squeezing a single-wood bridge with everyone, but taking a different path and taking its own differentiated development path. The development practice of fine carving proves the truth that small products can also make a big market, and small varieties can also form a big climate. The key is to have a certain strength, to be focused, and to continue to focus.
In addition, we also found that several enterprise market segments have also done a good job, and there is a great taste of market specialization. Guangzhou Minjia Manufacturing Technology Co., Ltd. (hereinafter referred to as Guangzhou Minjia) is one of them. His family's products seem to be quite diverse. There are CNC cars, turning and milling complexes and machining centers, and grinding machines. It looks a bit complicated from the surface, but it is very specialized from another angle. As a newcomer in the industry, Guangzhou Minjia has been deeply involved in the two subdivisions of air-conditioning compressors and rolling functional components for more than ten years. Sales in these two industries have accounted for more than 70% of total sales, and developed for these two industries. Hundreds of different types of special CNC machine tools, with the ability to provide complete sets of production technology and equipment. Although the number of machine tools produced is large, they are developed around the customer in two market segments. Therefore, it is an expert again.
Guangzhou Minjia focuses on the rolling function component industry and the refrigeration compressor market. From scratch, the company has grown into a group company with seven companies, which have production bases in Guangzhou, Suzhou, Baoji and Luoyang. The market share is the first. CNC thread grinding machines and turning and milling complexes are also exported to Germany, Japan, Taiwan and other countries and regions. The world's largest internationally renowned brand in the rolling function industry has also used the Minjia CNC thread grinder in batches. In the air-conditioning compressor industry, Minjia can not only provide complete sets of roughing lines for compressor parts, but also provide complete sets of finishing lines for compressor crankshafts, rotors, flanges and cylinders.
Even the pricing of special machine tools, Min Jia, has its own strategy. They believe that the pricing of special machine tools is very important, and the importance is comparable to technology, even more than technology. Minjia's pricing logic is to sell special machine tools at the price of general-purpose machine tools, and special machine tools will become general-purpose machine tools in the subdivision. Machine tools are not expensive, and low prices are the best barrier to counterfeiting.
These companies, including some companies that have not been listed, such as Nissin Seiki, have gone through a difficult and tortuous road of development in order to make a good market segment, but they have not shaken them for ten years. Perseverance and focus. This is what makes them different, and of course they have their pride and glory today. But they did not stop to appreciate the scenery in front of them, still on the way. Because they know that the road ahead is still very long.
Market specialization is the future direction
Focusing on the development of core business is the most basic strategy for the company's growth and the only way for the company to grow. The so-called core business refers to the business that dominates all the business fields that the company is engaged in. Compared with the way of expanding the business scope to gain company growth, the focus on core business is more encouraging. This growth mode will help strengthen the company's core competitiveness and establish a solid competitive advantage. Therefore, it tends to Dynamic growth will be healthier, more stable, and longer.
With the continuous upgrading of the market demand structure, if our machine tool product market is not specialized enough, then it will be difficult for us to keep up with the pace of market upgrades and will eventually be eliminated. Therefore, our next development direction is to focus on Studying the market segment that suits itself, focusing on the continuous research and development and accumulation of industry technology, constantly creating new processes and new equipment for the industry, leading the industry's technological progress, until a large number of market specialized types of enterprises are formed, and only then can we enter aviation. Some key high-end areas such as aerospace can finally achieve transformation and upgrading.
Do not fear the clouds to cover the eyes, the wind and long objects should be eye-catching! (Association Department of Media, Xiaoyan Yan)
Market segment only focus and focus again
Abstract [Editor's note] The China Machine Tool & Tool Industry Association successfully held the "2015 International Forum of Machine Tool Manufacturing CEOs" in April this year, which has built a platform for high-end exchanges and interactions for domestic and foreign machine tool industry leaders, a group of Chinese and foreign excellent.. .
[Editor's note] The China Machine Tool & Tool Industry Association successfully held the "2015 International Forum of Machine Tool Manufacturing CEOs" held in April this year, which has built a platform for high-end exchanges and interactions for domestic and foreign machine tool industry leaders. The CEO gave a rich speech at the forum, and there are many highlights and impressive ones.