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MOBA Admin, Administrator, Volker Harms, Christine Seidel, Anant Patel, Kathy Phalen

Created:

Feb 9, 2012

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Baby Motor Grader gets full GS.506 system installed by MCE LASERS

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The Automation solutions have presented in SMOPYC 2014 in Zaragoza; which took place between 1 and 5 April.

In addition to the new variants of the leveling Big Sonic-Ski® and the system of quality control for asphalt PAVE-IR ™ MOBA presented its new system of leveling for earthmoving applications: excavator guidance systems of the new Xsite line.

The new features of the systems for drilling machines and compaction machines were also presented. During the fair you could see components of the MOBA platform oriented to security and control machinery.

The official distributor in Spain TECMASERM worked directly in the Organization and presentation of all MOBA products during the whole fair.

During the trade fair days, more than 180 people visited us with a lot of interest in our products.

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We have also the support of Giovanni Saleme, Michele Aparo  and Christine Seidel. Thanks for all!

  1. Overview the world construction machines situation

According to “International Construction” published “2013 Yellow Table”, the top 50 OEMs sales turnover is 186 billion US Dollar. Among this, the shares by different OEMs are like this:

 

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The Global Top 10

 

CompanyPositionCountry
Caterpillar1US
Komatsu2Japan
Hitachi3Japan
Volvo4Sweden
Sany5China
Zoomlion6China
Liebherr7Germany
Terex8US
John Deere9US
Doosan Infracore10South Korea

 

                                  

Chinese manufactures position in TOP 50

 

OEMPosition
Sany5
Zoomlion6
XCMG Construction11
Liugong20
Shantui25
Longking28
XCMA29
Sunward47
Chenggong49

                               

Total machine sales in 2013 in China

(Maybe the number is not too accurate)

 

MachineNumbers in sets
Loader183226
Excavator113063
Dozer114783
Grader4085
Roller15700
Paver2066
Milling machine375
Crane (all kinds)27937
Platform lifter2700

 

2. How to practice in Chinese construction market

This topic contains two layers, one is OEMs to obtain the Chinese machine market share, like Volvo, Wirtgen, the second layer is about system supplier offering the systems to all machines,
like Moba ourselves.

Both layer businesses have common nature, follow points seems valuable:

 

a. Local technical support,

----Local Chinese engineers are playing important role in this market, for the machine and for the system. Including hardware, software,
application engineers, development engineers, service engineers all kind of engineers. Actually all these are for the communication, details communication
and understanding, for example: different application habits, different operation level,… to solve the requirement and solutions.

For the system supplier, application software will be programmed by Chinese local engineers, partly because the display will be in Chinese too.

 

---- All information including website, manuals, handbook, catalog, brochures, all in Chinese language. English is not common in Chinese
market, especially with the enduser market, enduser customers 99% do not speak and do not read English, therefore all training in Chinese needs.

Language seems not a big issue in US and some place in Europe, even in India, but in China it is a key issue.

 

b. Competitive price

---- Chinese market is still more or less cost competitive market, so seeking synergy on serial products or technology might be effective measurement.

 

c. Brand building

---- Certain commercial activities, like advertisement, exhibitions, market promotion etc...

This seems a costly work, but since Bauma shanghai show comes bigger and bigger, Customers are getting used to know and recognize a company through
it, to see the new technology, new product and behind it customer is judging the potential power of a company.


d. Proper sales channel including dealers, straight sales etc…

--- Made in China machine/system and originally imported machine/system should not conflict in one market.

--- Dealers should have the restrict regulation for their areas, otherwise two dealers compete one customer will damage the price.

 

e. Stable long-term strategy

--- Whatever enduser and OEMs customers, they are seeking long-term cooperation with suppliers, some can be on the long-term strategic
partner level, this requires stable leadership, stable firm culture, stable engineers relay support, stable technology and product generations. Some firms
are selling or combining to one and the other, this impacts their market a lot. Customers afraid that today they buy the machine or system, second day they cannot
find the right person for service. We saw quite several companies are practicing in this way and the bad result had taken placed very soon.

 

f. Local development center

--- Some company has built up their development center in China, mainly for Chinese market, some even for the worldwide. this could be a
trend, because some advantages is obvious: low pay roll, fast and tight communication, information exchange, synergy for products, reputation build,
relationship build, components supplier chain in China etc…

 

g. Seeking high technology and at same time calculate the cost

--- Chinese customers like the state of art technology or edge-cutting technology, they hope suppliers send such information regularly to
them, this is the good side. But the other side, it takes years to buy the first one, so interested and buy is different action.

 

h. Chinese copiers are the big headache for everybody

--- From moba experiences, we ignore them, as long as the technology is getting more complex and Chinese customers are looking high quality
products, the copiers will be left behind. On the other hand, we still can get some useful information from them, like Chinese engineers level, local suppliers etc…

 

This is a really big topic, here above just some points.

Thanks for reading.

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