Now that the global economy has entered a stage of stagnation, the Chinese economy is facing a sustained decline caused by structural transformation and structural imbalances, and the government is also facing difficulties in market investment. In 2014, it will be difficult, but in 2015 it will be even harder. There are two reasons: in the international arena, the United States is about to enter the interest rate hike cycle, emerging economies are facing asset price revaluation, and turmoil is inevitable; In the deep water area, the central bank has reduced the growth rate of the broad money M2 year by year. Although there will be measures such as lowering the RRR and cutting interest rates, the overall economic growth rate will continue to slow down.
In other words, the next two years are the most crucial year for China's economic adjustment, and the most difficult year. Every industry is facing reshuffle. In this economic environment, the construction machinery industry is facing problems such as overcapacity and unbalanced receivables, and the traditional marketing model has lost its advantage. The rational purchase of customers in the terminal market is gradually strengthening, and users tend to be younger. After 80 and 90, the proportion is 70%. The profitability of the terminal market becomes more and more difficult, and enterprises face new challenges.
After 2011, from the overall perspective of China's construction machinery market industry, it is not difficult to see that "second-hand equipment circulation is smooth, then new machine sales are accelerating; second-hand equipment circulation is stagnant, new equipment sales are rampant." As the first year of China's construction machinery market moving toward the new machine and the second mobile phone market, China's construction machinery industry experienced a rapid development in 2012, China became a large circular market. In order to gain a place in the market and increase the share of corporate brands, various construction machinery manufacturers began to enter a new era of fierce competition. And led to a series of acquisition conditions, such as the high price of the "old-for-new" work of used equipment. In 2013, the government's new leadership adjusted economic entities to curb overcapacity industries, and the steel and coal industries suffered setbacks, directly affecting the purchase of large construction machinery. By replacing the way in which new machines are sold, the second mobile phone business is becoming more and more important. Along with the embarrassment and tension, many traditional Chinese enterprises have gradually awakened in a severe market environment. There is no reference to the previous car, but the market has forced the company to consider transformation and upgrading.
