Chen Huiren: The urgent task of China's machine tool industry

"I understand our media reporters. At the end of the year, they all took magnifying glasses to find highlights..." The reporters who were guessed by Chen Huiren laughed. Chen Huiren, former chairman of Shenyang Machine Tool Group, left the impressions of the outside world to be serious and unsmiling, but now as the executive vice president and secretary general of the China Machine Tool Industry Association, he also let the press conference held by the association People realize that they are humorous and true.

"Now there is excess capacity and excess information, but valuable information is not enough. I want to let everyone be disappointed as much as possible, say something fresh, grounded, and actually reflect the actual situation of the industry, macroscopic, general, Fashionable, theoretical less talk." Chen Huiren promised.

He really did not say anything, and expressed many profound and unique opinions on the status of the industry. For example, in terms of highlights, in Chen Huiren's view, in 2014, when the machine tool industry was further under downward pressure, the real bright spot was that the export of machine tool products increased by 22.5% from January to November, and the export structure was adjusted. - The machine tool industry exports are mainly distributed in three major areas: metal processing machines, metal cutting tools, abrasives. From January to November 2014, metal processing machine tools accounted for 29% of total exports, of which CNC machine tools accounted for 43%, an increase of 3.3% over 2013.

However, this phenomenon did not make Chen Huiren particularly excited, because through analysis, he concluded that the export growth is significant and the effect of implementing the manufacturing return policy in the developed countries led by the United States, developing countries represented by Vietnam The development of the manufacturing industry is closely related, and the two will inevitably form a double squeeze on the Chinese manufacturing industry, including machine tool manufacturing. Behind the growth of exports, there may be hidden signals that the transformation and upgrading of China's machine tool industry is more urgent.

“How far is it from the high end?”

As the "master machine" of industry, the importance of machine tools is self-evident, and naturally it will receive special attention. However, public opinion is confusing. On the one hand, there are endless stream of machine tools with the world's leading technology level. On the other hand, the "gap is getting bigger and bigger" speech is endless. People are inevitably making such an eager and uneasy voice in their hearts. "It is enough! Tell me How far is it?"

"If it is 100 kilometers from the low end to the high end, there are at least 55 kilometers now." Chen Huiren explained to reporters with similar questions. The first 45 kilometers that it has said means that in the past ten years, China’s high-end machine tool products have been partially realized from “can’t be done” to “can do”, that is, to solve functional problems; and the remaining 55 kilometers are Doing "becoming a good job", focusing on the machine's accuracy, speed, static characteristics, dynamic characteristics, reliability and other ills, but also to make "competitiveness."

45 to 55, obviously, Chen Huiren believes that the next road is not easy, but also needs more investment and more attention. "You can't stay in the stage where you can do it. This stage has no meaning. This is just a transitional stage. Don't worry about the 'world's advanced level'. You can't make a major breakthrough. The real good means the application, our market application results are now Still too little!" Here, he seems to have increased the decibel.

However, products must move from the low end to the high end. The breakthrough may not only lie in the technology itself, but also break the business habits and thinking of low-end products.

“Our original machine tool factory went to the customer and spread the product samples. I have so many products, you can see which one you need. And foreign companies often don’t, ask you what is wrong with a certain part, then help you out. The idea. Chen Huiren, through such an example, tells people that foreign companies with high-end products are committed to providing solutions based on the actual needs of customers, and we often take a constant set of products to respond to ever-changing customers. This is a typical low-end. Product management methods - the specific needs of customers are not clear. To go to the high-end market, to provide solutions to customers in a targeted manner, we must study market segments.

“It’s market segmentation, not product segmentation.” Chen Huiren specifically emphasized, “For example, Shenyang Machine Tool is a lathe, Shanghai Machine Tool Plant is a cylindrical grinding machine. Hangzhou Machine Tool Factory is a surface grinder. This is a product specialization. But now if you want to make a difference in the high-end market, you must do a good job in market specialization, that is, professionally serve an industry, rather than simply doing a certain product. Take automobile engine manufacturing as an example, monopolistic enterprises are Germany and Japan. More than a dozen, carefully study them, you will find that these companies are characterized by market specialization - not involved in other industries, can be described as "manufacturing experts" in the field of automotive engines. China's current such companies are not enough, so we are under The development direction of one step is to start from the research market segment and form a large number of market specialized types of enterprises. Only in this way can we enter some key areas."

“I am in a hurry...”

If it is a long-term issue to find ways to enter the high-end market, then solving homogenization is a top priority.

"I think that the most urgent problem that many industries in our country need to solve is homogenization, rather than high-end, and must be differentiated!" It seems that the direction of the mainstream voice "to develop high-end" seems to be different, Chen Huiren's point of view It looks a bit bold and vivid. In his view, the low-end homogenization of China's machine tool industry is now related to the strategic convergence of “bigger and stronger” in the past 30 years. Assuming that all companies are now rushing into the high end, it is tantamount to repeating the mistakes of yesterday, which is not in line with market rules. What's more, each company's basic conditions are different, and it is impossible or necessary to achieve high-end. “There is no difference in the low end? Is there no difference in the middle end?” Chen Huiren asked the reporter. Over-emphasizing the high-end, it will be a huge noise for companies that could find a living space based on their own advantages.

"The new normal is the era in which the market mechanism plays a major role." Chen Huiren once again thrown a new point of view. In fact, listening to Chen Huiren’s one-and-a-half-hour speech, you can obviously feel that there is a core concept throughout, that is, “follow the market”. This is not only reflected in his view that entering the high-end field should be based on in-depth study of market segments, rather than high-end and differentiated, and the redefinition of the new normal, but also reflected in his interpretation of the current industry situation.

The main features of the machine tool industry in 2014 can be summarized in two groups. One is the decline: heavy machine tools have become the hardest hit areas with the end of the high-speed development of the heavy chemical industry; low-end machine tools mainly refer to the market demand structure of non-CNC machines. The upgrade and the change of labor supply and demand situation are also experiencing a sharp decline. The production and sales volume of heavy-duty machine tools and low-end machine tools have dropped to 30% or even 20% compared with their respective peaks. Another word is differentiation: this differentiation There are two main aspects. First, the internal sub-industry differentiation of the machine tool industry, metal cutting machine tools related to fixed investment, compared with the metal forming machine tools related to consumer goods, the operating gap is obvious; second, there is also differentiation between enterprises, long-term occupation Large enterprises with dominant market positions have been greatly affected, and excellent private enterprises have rapidly adjusted and achieved contrarian growth with flexible mechanisms.

In the eyes of Chen Huiren, the decline and differentiation are normal things. This is the inevitable result of the survival of the fittest and the survival of the fittest under the market mechanism. Although the process is painful, it is beneficial in the long run. This may also be why, despite the new normality, the rapid growth of the industry is gone, the press conference organized by the Machine Tool Association has not filled the atmosphere of pessimism. "Some of the babies have no motivation to pass, what is power, just point the tail!" Chen Huiren made an image metaphor.

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