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China replaced Germany into mechanical manufacturing "leader"
Author： Date：2013-1-26 0:01:04
As the Chinese flagship Machinery Group, one of Trinity Group, first put into operation in Germany is about to become the "Middle Kingdom" engineering company, the move indicates that China's rapid development of industrial enterprises launched an attack on the European engineering market.Daniel Ho, Managing Director of the Trinity Group in Germany revealed that, the Group near Cologne built concrete pump plant, planned to be put into operation in early 2011. Daniel German team has more than 60 people, put into operation in the factory and supporting R & D center will be increased to hundreds of people. He handed over the team on a mission: to conquer the heart of the global engineering. He said: "We hope that at least made a very significant position in Germany."
His confidence is based on. Trinity Group production of a variety of mechanical equipment, from excavators to crawler cranes, to name a few. The Group's 2006 beyond Germany's Putzmeister, the world's largest-selling concrete pump manufacturers. Trinity Group's sales revenue in the 16 years since its establishment, the average annual growth rate of 50%, reached 30.6 billion yuan in 2009. Daniel said: "We should get good market share in Europe, because we have been a global leader." Said this time, he sat on the Cologne office desk stocked with world production by Sany Group The highest 72-meter concrete pump model.
"My experience is that more and more Chinese enterprises are from low-cost, low-cost products towards more sophisticated products," said, "they are usually regarded as benchmark German Hermann Simon, chairman of the German consulting firm SKP we must take seriously this new competition. "Simon particular reference to solar and wind power generation industry. Wise took the crown of the world leader in the solar industry, Yingli, the Chinese company from the hands of Germany. In terms of wind power, nearly 70 Chinese companies are trying to replace Denmark's Vestas and Siemens of Germany, a global enterprise.
Chinese enterprises are ready to enter the European market, Germany, many smaller family engineering company, was lack enter the required resources in Asia. Industrial giants such as Siemens or Bosch long to enter emerging markets to develop a low-cost strategy, the establishment of large-scale production plant and R & D center in Asia, but it is difficult for SMEs to emulate their practices.
Even in the promotion of China's orders for German engineering products in the first half of this year surged 32%, can not obscure the fact: German engineering enterprises not only lost to the Chinese companies in their own markets, is also the case in countries such as India and Brazil. Chinese companies have already overtaken Germany to become the market leader of the global machinery manufacturing. Machinery sales revenue in China last year, an increase of 12%, amounting to 300 billion euros, while the German machinery industry revenue fell 23%, to 178 billion euros.
On the technical side, the number of Chinese enterprises, such as Sany Group, with the German opponents to compete against. But in Europe, the Trinity Group in some key areas still lagging behind: it is the lack of a large sales and service network, there is no mature brand. "If you ask me, how long will accept thirty-one brand, it is indeed difficult to predict." Daniel admitted, "but we do not price killer or low-cost enterprise our prices will not be cheap than other manufacturers, because of customers, the important thing is the cost of the product life cycle. "
Other Chinese industrial giant is ready to follow the example of a role model. Germany in charge of one of the leading foreign investment bank, said many Chinese companies are investigating acquisition targets. "I expect that Chinese enterprises will be a lot of direct investment and M & A in Europe," Daniel said. For most Chinese companies, Germany will be the starting point. He said: "Germany has the highest level of regulatory requirements if they can be successful here, you can easily be extended to other markets."
Daniel, the German is a strong competitor, but also a cultural paradigm. "Excellent German industrial tradition. Childhood love of machinery. This is what you will not find elsewhere in the world." He said with admiration.