See the ten key words of China's aerial work platform industry

China's aerial work platform industry has come to a new node.

Drivers of industry and market growth in 2023 and the years to come; China's strategic priorities for international giants; Chinese companies' accelerated path to the sea; New opportunities for industry development; Product strategy of manufacturing enterprise; The industrial chain, especially the thinking and action of parts and components enterprises; On key topics such as the transformation and empowerment of the industry by electrification and digitalization, AWP "Aerial work Platform" brings the top ten keywords of China's aerial work platform industry in 2023.

Key word one: inertial growth

After 5 years of rapid growth, has China's aerial work platform market entered a "plateau period"? Obviously, the answer is no. In 2023, China's aerial work platform market will maintain inertial growth.

At the manufacturer's end, whether it is the leading construction machinery enterprises that advance into the high-altitude working platform, or the continuous influx of new high-altitude aircraft forces, the scale and number of manufacturing enterprises have not decreased in recent years.

On the leasing side, the seemingly placid leasing market in recent years is actually surging. The number of newly registered small and medium-sized enterprises and the speed of expansion of the strength of existing leasing enterprises are far beyond cognition. Of course, head lessors continue to play a major role in the increase.

In the short term, the Chinese market will continue to move forward. In the medium and long term, from multiple dimensions such as application scenarios, labor force structure, laws and regulations, and equipment update needs, it is self-evident that the Chinese market will continue to grow.

Key words two: collective sailing

Opening up the international market has become the concerted action of Chinese manufacturing enterprises. But manufacturers of aerial work platforms have more power to "go to sea".

On the one hand, in order to achieve "tens of billions", "world class", internationalization, is the established strategy of Chinese enterprises "can not lose, must win"; Although the epidemic has delayed the pace of entering the international market, but in Europe, the United States, Japan, Korea and Australia and other markets to gain a firm foothold, Chinese enterprises to reach the top of the world can have enough confidence.

On the other hand, the pent-up market demand in the past two years in foreign developed markets is being intensively released, at the same time, the capacity of several internationally renowned manufacturers is severely limited. Chinese manufacturing enterprises must grasp this "window period" and accelerate the layout of international manufacturing, marketing and service.

Key words three: localization, regionalization and globalization

Regional development and localized layout have become the strategic consensus of international brands in China.

As early as 15-16 years ago, Gerjie, Gini and Oliseng have already placed their manufacturing bases in China; Although "late", Skegeco will open localized manufacturing in Tianjin at the end of 2022. At this point, the four major international aerial work platforms gathered in China.

For international brands, promoting Chinese localization is an important task that "must be done" and "must be done well"; It is not only necessary to do a good job of localized manufacturing, but also to eliminate all difficulties and accelerate localized management, supply, service, procurement, research and development design.

To build on China's local advantages is to build on its regional advantages, which is also an important fulcrum for its global layout.

Key word four: Intensive listing

After Zhejiang Dingli, Lingong heavy machine, Zoomlion intelligent high machine, Star bond intelligent step up the listing pace; After the emergency of China Railway (entering the aerial work platform leasing market in 2019), Hongxin Construction and Development was officially listed on the Hong Kong Stock Exchange recently; Zhongneng jointly completed a total of 8 rounds of equity and debt financing totaling 6 billion yuan.

Many leading domestic manufacturing enterprises and leasing enterprises have started the capitalization process.

With the power of capital, what earth-shaking changes will occur in China's aerial work platform industry? Wait and see.

Key word five: Electrification

Relying on the domestic perfect electric supporting industry chain, China's aerial work platform industry has a first-mover advantage. It is expected that in the next 3-5 years, the proportion of electric products in domestic aerial work will exceed 95%.

Over the past few years, international brands have caught up and continued to increase their electrification; In the electrification strategy, it has shown full determination and technical reserves, which will bring more new ideas for the design and development of future aerial work platform products.

It is worth mentioning that electrification will accelerate the restructuring of the "upstream" component supply chain. Traditional power, transmission, hydraulic components and system suppliers need to plan ahead and layout ahead of time.

In the market application side, more environmentally friendly, lower cost of use, less maintenance... Electric models, especially electric arm products have obvious advantages.

However, it will take time for widespread adoption. On the one hand, the adjustment of the product structure of manufacturing enterprises and the fleet structure of leasing enterprises is not a temporary success. On the other hand, the initial investment cost of electric models and the medium and long term return on investment (such as battery replacement and recovery costs), and the improvement of charging supporting infrastructure are still practical problems faced by the purchase of electric products.

Key words six Digitalization

Digitalization has become a new track for competition in the global construction machinery industry.

After "Industry 4.0" was proposed at the Hannover MESse in Germany in 2013, the wave of digitalization and intelligence swept Europe, and industrial equipment represented by construction equipment and mining equipment was branded with the label of "Industry 4.0".

In recent years, digital issues have become the focus of work of foreign authorities: CECE European Construction Equipment Association released "Digitization in the construction field: Unlocking the potential of big data and Digging the Value chain"; Among the ten future trends of the construction industry released by the AEM Equipment Manufacturers Association, intelligent interconnection and big data are prominent in the list; The Impact of Digitization on the Equipment Rental Industry, published by the ERA European Equipment Rental Association, provides an in-depth discussion around the digitization of the equipment rental industry and gives a list of things to do in digital practice. It can be seen that the digital transformation of the global industry is poised for progress and imperative.

The transformation and upgrading of "China's intelligent manufacturing" and the application of digital technology are integrating into and running through all links of the construction machinery industry chain, and continue to empower the relevant parties of the industry chain. In China, the relevant parties of the industrial chain should embrace digitalization with an open attitude and bold actions to promote industrial transformation.

Key word 7: Accelerating differentiation

In the past 5-6 years, due to the differences in starting time, development basis, decisiveness and execution, strategic focus and development "stamina", aerial work platform manufacturing enterprises began to gradually distance. The camp of frontrunners and runners is beginning to shift.

In terms of products, technology, marketing, services, brands, industrialization and scale development, and the control of high-quality resources upstream and downstream of the industrial chain, the comprehensive strength of established enterprises is increasingly apparent in the front-runner camp.

There are many participants in the team of "following runners"; There are old construction machinery manufacturing enterprises Sany, Liugong, Sanhe intelligent, there are also huge manufacturing new army, the competition is becoming increasingly hot, the variables are greater.

Patterns are made to be broken. In 2023 and in the next few years, what companies will emerge and quickly approach the First Army; It is worth looking forward to which enterprises will be cast out.

In the past five years, AWP's "Aerial Work Platform" has continuously released lists such as "Top 10 Chinese aerial work Machinery Manufacturers" and "Top 10 Global aerial work machinery Manufacturers". The upcoming Manufacturer of the Year 2023 list will witness a change in the industry.

Key word eight: the first year of the post-market

By the end of 2022, the domestic aerial work platform market has reached nearly 600,000 units; According to the annual increase of 150,000 units in the domestic market, it will exceed 1 million units by the end of 2025. Rough calculation, according to the machine warranty 2-3 years conservative estimate, by the end of 2022, the total number of products in the domestic market will not be less than 200,000, the next few years, according to the annual increase of 100,000 units, by the end of 2025, the domestic market service base of more than 500,000 units, and then will be stable in the long run; Such an order of magnitude represents a huge business opportunity.

The market covers accessories and wearing parts, special accessories and kits, out-of-warranty repair and maintenance, secondary mobile phone circulation, equipment refurbishment and remanufacturing and related value-added services, but also involves battery replacement and recycling, chargers and battery management software; It also includes safety protective equipment, transportation, insurance and other peripheral businesses, as well as professional personnel training, operation and safety training.

However, since the aftermarket business is extremely fragmented; Lack of professional talent; Maintenance is not planned; Spare parts supply is not standard; Service items and prices are not standardized and opaque; Problems such as inadequate supporting facilities...... Post-market opportunities and challenges coexist.

Key words nine: parts industry restructuring

Aerial work platform supporting parts industry is being reconstructed.

According to AWP "aerial work platform" statistics, in 2022, China's aerial work platform industry scale of more than 30 billion yuan, the global industry scale of nearly 15 billion US dollars (excluding telescopic arm forkloading), the rise of Chinese manufacturers, has become the biggest driving force for industrial growth.

As the "chain master" of the industrial chain, the sudden emergence of China's aerial work platform manufacturers has driven the structural adjustment of supporting parts groups. In recent years, more and more construction machinery, agricultural machinery, industrial vehicles, and even parts suppliers in the automotive industry have successively made efforts in the aerial work platform industry; The quantity and quality of the supplier base has increased rapidly.

Global system suppliers, domestic mainstream construction machinery supporting suppliers, and many specialized small and medium-sized suppliers, which can enter the industry core supporting system, which will be eliminated by brutal market competition?

The answer is very obvious, only strive to reach the top and become a leading brand in the supporting industry of aerial work platform, the present and future can have lasting vitality.

Key word 10: Product remodeling

In the past five years, the product iteration and upgrading, reform and innovation of aerial working machinery manufacturers, especially Chinese brands, have accelerated.

Over the past 20 years, in China, the aerial work platform has experienced a development process from scratch, from there to excellent, and the industry, enterprises, and customers have continued to deepen their cognition and understanding of products and technologies.

At present and in the future, the wave of electrification, digitalization and intelligence is promoting a new round of technological innovation in the industry; In terms of function and performance, will there be breakthrough innovation in the aerial work platform? Chinese brands and international brands, in terms of products and technology, are the same, or each leading the way? Anything is possible.

In addition, the driving force of product technology iteration innovation also comes from the demand of the application market. For the leasing market and many high-altitude construction scenarios, the development and design of more and more products and solutions to reduce costs and increase efficiency for leasing customers and end users will be the key to avoid homogenized competition.

In summary, there are three key points of product innovation: competitive product market, customer demand and industry leadership. The three complement each other and are indispensable.