“Not only to ensure product quality, but also to build a brand, so that we can have the initiative.†Pan Youtao, general manager of Qingdao Luhang Airbag Fitting Co., Ltd. has been adhering to this business philosophy for 15 years. When the ship market is booming, it is not a high-profit place. Temptation, insist on quality as the king; when the market is in a downturn, do not move the "brains" on raw materials, and strictly control the quality of products. Because of this persistence, the company can still guarantee full production tasks under the current severe market conditions, and can selectively only accept orders from high-end customers.
On the other hand, those small boat companies that are facing production stoppages, order interruptions, and layoffs are inevitably profiting from quality, technology and brand due to excessive pursuit of profits during the boom period of the previous years. Now they are in an unprecedented life and death test. in.
 Blindly entering the market   “Small and low†hinders development
At the peak of the ship market, especially around 2007 , the derivative growth of local ship-to-ship companies can be seen everywhere. It is mainly divided into two modes: one is the partial sales of key enterprises, the technical staff migrating to the small and medium-sized enterprises, or the establishment of a new company by means of fund-raising, and “borrowing†the original business management model, technology, market resources, etc. The new enterprises open the way; the second is that the private workshop-style enterprises snatch the market "cakes" in the form of "guerrilla", and some do not even have basic hardware and equipment facilities.
In this regard, Pan Youtao has personal experience. In 2008 , the two technical backbones of Qingdao Luhang Airbag Fender Co., Ltd. “created the same kind of airbag productsâ€, and even his drivers went out to join the airbag production army. According to reports, three years later, the enterprises engaged in airbag production in the Jimo area of ​​Qingdao have grown from five or six to more than one hundred. Moreover, the production mode of some workshop-style enterprises is: buy a piece of rubber from the rubber factory, manually paste into a module, then chlorinate in the chlorination plant, and then deliver it to the user, the product quality is very poor. A propeller manufacturer in southern Jiangsu has similar experiences. A person in charge of the company, who asked not to be named, told reporters that the “peer†enterprise, which is 5 kilometers away from it, formed a technical team from the backbone of the company. Because the products are almost identical, at present, this derivative company has become a direct competitor to the original enterprise.
The result of "homogeneous competition" is that each company competes for an order and often plays a "price war." As the head of a steering gear manufacturer in Nantong said, the current situation of competing for orders can be described as "head bloodshed." What is more serious is that some of the derivative shipping companies will fall into the vicious circle of “low price competition – low profit – less investment in R&D – reduced product competitivenessâ€.
Relevant people in the industry pointed out that some small boat companies have entered the market blindly, which also led to the uneven distribution of domestic ship-to-shipment enterprises. The strength is generally not strong. Moreover, even if low-level SMEs are reorganized together, it is difficult to compete with large enterprises. Experts pointed out that as a result, the concentration of the entire ship's distribution industry will be lower and lower, and the scale benefits will not be reflected. In the face of the Korean shipping company "holding the group" to the Huatuo City, many domestic shipping companies can't do anything, they can only give their "cakes" to the people, watching the "fertilizer outflow."
 Order break   Hope that the market will recover soon
The medium-sized boat distribution enterprise established by the prosperous ship market is generally facing a situation of insufficient orders and stagnant production. The heads of some shipping companies bluntly said that due to the sluggish industry, enterprises face problems such as low product prices, difficult orders, and difficulties in financing. The operating pressure has increased dramatically.
In the workshop of a shafting rudder product manufacturer in Jiangsu, the reporter saw that half of the equipment did not work. The workers who are working on the side told reporters that the employees are already taking turns to work. In the past, the weekends that the workers were eagerly awaiting were actually implemented, but they were unpredictable because their incomes decreased as orders were cut off and capacity was reduced.
In another propeller manufacturing company, its planned second phase project land has been covered with weeds. In the workshop, only half of the stations that cast the propellers are still working. The relevant person in charge said that at present, the company's planned production capacity is only released by 1/5 . Some ship-to-business executives talked about the company's plans for the next year, and bluntly said that they have no confidence in the market and do not know when they will bottom out.
According to industry experts, most of China's small boat-equipped enterprises have a single product and low technical content. When the market is booming, these enterprises can obtain certain orders, but they will be at a disadvantage when the market is in a downturn and enterprises are short-lived. At the same time, in the future, the low-price strategy of the boat-equipped enterprises will not be effective for a long time, because the big companies have a thick foundation and can “get itâ€, and the price of their products can even be lowered even lower. It can be said that if the Chinese boat company wants to survive, improving product quality and technical content is the fundamental measure.
 Restructuring   Hard work and development
At present, the ship-matching market has become a fact. Some ship-to-business leaders pointed out that as the market demand decreases, in the future, they will not consider how much profit they are, but how to maintain production and survive the “cold winterâ€. To this end, many companies take the initiative to cater to market demand, adjust product structure, and attach importance to research and development, hoping to achieve longer-term development through cultivation.
Some enterprises such as Qingdao Luhang Airbag Fender Co., Ltd. and Nantong Haishi Marine Machinery Co., Ltd. have begun to adjust their strategies and adjust their customers. They insist on developing and expanding the market, and actively and appropriately develop products that are similar to existing products. Nantong Haishi Ship Machinery Co., Ltd. was informed in 2009 that China will impose mandatory standards for ship ballast water treatment. After the domestic manufacturers of related processing equipment, they will contact Shanghai Maritime University and sign a ship pressure. Development protocol for filters for water-carrying systems. After the product is put on the market, it is expected to bring considerable profits.
Qingdao Luhang Airbag Fender Co., Ltd. launched the new products of fenders at the same time as the main airbag products. In addition, the company continues to expand its customer base, targeting high-end customers, and providing supporting services for Shanghai Overseas Takahashi Shipbuilding Co., Ltd., Jiangnan Shipbuilding (Group) Co., Ltd., Hudong Zhonghua Shipbuilding (Group) Co., Ltd. Pan Youtao said that because the company has sufficient orders, it can choose the best order, so as to avoid the misconduct of some small and medium-sized customers with poor reputation.
Experts in the industry suggest that in the current difficult financing situation and high labor costs, the Chinese boat company should review the situation, analyze its own strengths and weaknesses, strategically allocate its own resources, and further consolidate its market position and meet the market by practicing “internal strengthâ€. recovery.
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