Abstract: The road leading to the construction of a powerful country for construction machinery is still very difficult and far away. The core technology mastered by the entire Chinese construction machinery industry is still very limited. The price war is an abnormal means of disrupting the market order, driven by the strict self-regulation of the leading enterprises in the industry. At present, it has gradually become a competitive method abandoned by enterprises in the domestic market.

Shortly after US President Barack Obama's visit to China, a 30-second-long commercial advertisement featuring the theme of "Made in China for the World" appeared on the CNN and spread quickly on the Internet. With China in the world The level of participation in the economy is getting higher and higher, and the label “Made in China” has become an indispensable part of the world economy.

In the field of construction machinery, China also undoubtedly plays the role of a manufacturing powerhouse. Take the loader as an example. Every year, 160,000 loaders drive out of the gates of Chinese companies. Globally, two-thirds of the loaders are made by Chinese companies. made.

The construction machinery products bearing the “Made in China” label are now rushing around the world. However, the impression of “Made in China” construction machinery does not seem to be so brilliant. One of the important reasons is that there is a gap between Chinese companies in overseas markets. Price war blaze day.

The price war is a way for companies to compete for the market. In the interview, many business leaders have said that in overseas markets, there are some Chinese companies that have disrupted the market through price warfare. Very unfortunately, due to The closeness of technology and the Chinese companies that provoked a price war face almost all of their opponents in Chinese companies, creating a vicious cycle.

Overseas dealers and users seem to have established a certain trend in the sales of Chinese engineering machinery products. I have participated in the annual meeting of international agents of a well-known company. During the meeting, I witnessed some agents very impolitely. Overseas market managers negotiate for a bargain, and the reason given is that another Chinese company in the industry has given them more favorable policies. At some exhibitions, some speculative businessmen have even become more irritated among Chinese companies and have made profits from them.

In the price war, whether it is the party that proactively provoked a price war or the party that is at war, choosing a way to lower prices reflects the lack of confidence of enterprises in their products. Unless the industry is in a dominant position, As long as the companies are competing with each other, once they participate in the price war, the result will undoubtedly be a loss of both sides. On a broader level, this will cast a “cheap made in China” image with a low price. Bad shadow.

The road leading to the construction of a powerful country for construction machinery is still very difficult and far away. The core technology mastered by the entire Chinese construction machinery industry is still very limited. There is no large-scale enterprise in the industry that can compete with Caterpillar, Komatsu and other world giants. The price war is disturbing this. The abnormal means of the market order, driven by the strict self-discipline of the leading enterprises in the industry, has gradually become a competitive method for enterprises to abandon in the domestic market. It is necessary to prevent such competition methods from spreading in overseas markets in order to effectively shape China's construction machinery. The image of the industry can make "Made in China" become the gold medal of the company.