Domestic laser cutting machine enterprise transformation

The pulse of the laser cutting machine industry is in line with the Chinese economy. Since the market development has been on the right track after the outbreak period, various contradictions covered in the past during high-speed development have emerged at this time. All of a sudden, the conflict of interests of various parties has continued. Various very different ideas and voices have coexisted in the world. Everywhere has been full of impetuousness and anxiety, but international capital has increasingly attached importance to the Chinese market.

At present, the historical and practical problems facing the laser cutting machine industry are: due to the lag between the production R&D technology and the hot market of blank markets, the laser cutting machine has become a huge profit era. This has attracted many international talents, accomplished many domestic industry tyrants, and also attracted a lot of embarrassing views, which caused the situation of oversupply and excessive competition in China's economic slowdown.

The laser cutting machine industry has several characteristics that need to cause our attention in the transition period, otherwise it will not wait for the transition to die, and the transition will be for death.

1. After several rounds of large-scale price wars and multiple price cuts, the sales price of conventional machines has plummeted, and profits have ranged from lucrative to meagre. The price war has become a "conventional tactic" that is often used in the industry, forming a price reduction inertial thinking - price cut = sales = total profit. When faced with market problems, all of them will face price cuts, and therefore they will not hesitate to reduce the quality of their products and damage the brand image, the interests of customers and their own stand-alone profits. In the transition period, it is likely to encounter price reduction tactics of competitors and peers, but it is very likely that the transition will be aborted.

2. The conventional metal laser cutting machines of domestic laser cutting machines are sold at the price of cabbage, but their core technology has been imitated and never surpassed. Regular machines, including mainframes, are the pioneers of many laser-cutting machines. For the required production technology, most companies said that there is no pressure, the laser cutting machine produced can really run up, the price is not expensive. However, it should be said that the improvement of the model line and the leading energy efficiency are relatively rare in domestic brands. Most of the truly leading technologies come from a few international laser cutting machine companies. There are very few companies that dare to compete with one another. The situation is that, on the basis of being able to produce products that are barely up to standard, they are dismissive of innovation and R&D. They think that their existing technology is sufficient and there is no need to spend effort and money to improve and innovate. The equipment produced in this level of technology and the ideas that have been formed are indeed feasible in previous years, but it will be difficult to maintain adequate food after changes in the market environment. Turning around is a problem. If you don't see it, you won't be able to live. However, if you make a transition, will you be able to work out the results? Can the research be recognized by the market? Being run by the leader of the industry, imitated by "take in", is it really a way out to seriously engage in research?

3. In the Chinese laser cutting machine market, the quality of products and the positioning of prices in the eyes of practitioners are objective factors in the existence of high, medium and low grades of enterprises, and in turn affect the pricing of products and the purchase of customers. Within the industry, high-end products were divided into two categories: one was imported laser cutting machines, and the other was large domestic laser cutting machines. Half of the products were high-priced products (although there was a certain relationship with quality, but more was due to pricing. Ignoring low-end demand). The high-end market is also divided into two categories: one is a large-scale state-owned enterprise project and a foreign-funded project, the other is a project market in which the design institute participates, and the other is a large customer market—a large number of purchases. This classification habit has been deeply ingrained in the consciousness of certain practitioners so far, despite the fact that the times and the market have undergone tremendous changes. The brand is set, the market can change its own brand awareness? How to go for new price positioning and product positioning?

4. Occupy the majority of the domestic laser cutting machine brand characteristics of the industry: poor market or business development is blocked, preferring to downgrade rather than being the first person to eat crabs, but if you can see that a certain business is profitable, you have swarms of bees. , regardless of regardless of the Zhanjin. The result is that without transformation, products and services will be homogenized seriously, and prices will only be able to compete for prices. Once you see other companies take a new path in other areas, they will be profitable. One-shot brains will also be transformed in this direction. Machines will be produced and marketed. It was only after discovering that the transformed areas have also seen signs of homogeneity and have to continue the next cycle.
For small companies and small brands, the volume of one month or twenty units can maintain the operation of the company, although the output and scale are not large. But without transformation and upgrading, most large and medium-sized laser cutting machine companies will certainly be downgraded in the next 3-5 years, and death is unlikely to disappear. It is still very likely that brands will fall into the second and third line brands.
For some foreign brands and some of the state-owned laser cutting machine companies that are in the depths of the system, they will not be in contact with the broader civilian market, and will inevitably lead to high prices. Under the pressure of international brands and strong domestic private enterprises, they will certainly be unsustainable. Therefore, in the laser cutting machine industry, the transformation of medium-sized and large enterprises is inevitable!