Who will dominate the kingdom of electric forklifts

It is understood that the domestic forklift manufacturers are now in war, wolfish smoke all over the stalemate, and finally, the industry shuffle, out is the only result. For the low-end brands of domestic forklifts, Hangzhou and Harbin have formed a half-sharing world, and for high-end brands, Linde Toyota’s leadership position can no longer be shaken. For electric forklifts? Who can dominate is not yet known.

Trout’s dualistic legislation says that in the future, within an industry, the ultimate intelligence in the customer’s mind will take the place of two brands, which are the leaders of the industry. With the development of green environmental protection, land conservation, and economic globalization, electric technology is being applied to various industries, and electric forklifts are heating up with market demand. As I have said before, if the first decade is the golden decade of internal combustion forklifts, then the next decade from now is the platinum decade of electric forklifts. In foreign countries, the ratio of trams to oil tankers is 7:3, while the domestic ratio is 3:7. The huge space is obvious. We look at a set of data for the same period from January to September of the calendar year: In 2008, sales of electric counterbalanced forklifts were 16,209 units, in 2009, it was 10,236 units, in 2010 it was 16,672 units, in 2011, it was 22,699 units, and in 2012, it was 22,285 units. The sales volume of electric storage vehicles is 18,483 sets in 2008, 13,283 sets in 2009, 20,307 sets in 2010, 38,980 sets in 2011, 37,457 sets in 2012, 102,832 sets of internal combustion cars in 2008, 74,995 sets in 2009, and 136,001 sets in 2010, respectively. 182,345 sets, 164,424 sets in 2012.

Trend Forecast: 1. The electric forklift will resume growth after several months, and it can be estimated that it will remain flat for the whole year; the internal-combustion vehicle will be difficult to maintain and it is expected to continue to decline. Due to the internal combustion vehicle, the annual total will reach double-digit negative growth; In 2013, sales of domestic forklift trucks are expected to decline, which is a decline in irrational growth in previous years. Since 2014, it may resume rational growth. But in these two years, the internal combustion forklift will no longer have a big increase. The electric forklift is expected to increase substantially and gradually become a new growth pole for the forklift industry. 3. Market signs indicate that the golden decade of the internal combustion forklift has ended and the electric forklift has ended. The platinum era has come.

We can clearly see from the data the growth of electric forklifts between 2008 and 2012. In addition to the economic crisis, there was a drop in 2009. In 2010 and 2011, growth was almost at a high speed, and the internal combustion car has appeared in 2011. Declined. Although the impact of the European debt crisis in 2012 and the declining domestic economic performance in China, the decline in electric forklifts is still relatively small. We look at the following set of data for the same period from January to June: 161,935 units in the first half of 2011, 152,647 units in 2012, a decrease of 5.8%, 24,745 units of electric storage trucks in the first half of 2011 and 25,101 units in the first half of 2012, an increase of 1.4%. , Electric counterbalanced trucks in the first half of 2011 14,641 units, the first half of 2012, 14,316 units, down 2.3%, 122,549 units of internal combustion vehicles in the first half of 2011, 113,230 units in the first half of 2012, down 7.7%.

From the data, it can be seen that only the electric storage vehicles maintained growth in the first half of the year. Although there was still a slight drop in the third quarter, the sales volume remained similar to that of the same period of last year; the electric counterbalanced forklifts fell slightly compared to the same period last year. It has rebounded slightly, while the internal combustion vehicle is still falling, with a large drop. Moreover, the growth of small-car electric storage vehicles as indoor vehicles is still greater than the increase in electric balance weight. At the Hanover Fair in Shanghai just concluded from 10.29 to 11.1, we found that the electric forklift was the protagonist of the opera. More electric forklift manufacturers were exhibited than the manufacturer of the internal combustion forklift. The audience traffic and heat of the electric forklift booth were also significantly greater than the internal combustion. Compared with the former, the internal-combustion forklift has been slightly less coquettish. However, we also noticed that some of the exhibited internal combustion vehicle manufacturers also carried one or two electric trains.

This show also clearly released a signal: The era of the kingdom of electric forklifts has come. In the past ten years, electric forklifts have always existed as an accessory for forklift trucks. Due to the immaturity of the market, the demand is small and the price is expensive, which determines that it can only be placed behind the scenes. In the next ten years, the electric forklift will As a protagonist, it will gradually move toward the front desk and show its edge. We have detailed the history of the development of forklifts after entering the 21st century. The demand for forklift trucks in the country has grown from 20,000 to 30,000 units in 2000 to more than 200,000 units. This is an explosive data growth. However, there are more and more practitioners, resulting in overcapacity and aggravated homogenous competition, which has caused a decline in the market for forklifts this year. Although the domestic forklift market still maintains a huge capacity, manufacturers’ manufacturing costs have continued to rise and the price competition has continued to deteriorate, resulting in a decline in profits. Most of the internal combustion vehicle manufacturers are already in a weak position, sales decline, and profit losses. The point. The internal-burning car manufacturers have been completely in a position of self-mutilation. Blindly seeking quantity, excessively expanding production capacity, not paying attention to market research, and not paying attention to technological research and development are the fundamental reasons for the difficulty of enterprises. When the market always returns to rationality, when the market is always saturated with certain demands, if it cannot create and stimulate and guide new demands, then there will be a crisis of survival. Imagine: Without the support of profits, what companies will use for technological R&D and innovation, and what will be used to support the sustainable development of enterprises?

When most manufacturers understand this problem, it is the cross-strait killing that can't be sustained. The forklift has already reached Wanchong Mountain. The competitive landscape of internal-combustion forklifts has been formed. In 2011, Heli's Hangcha had already reached 70,000 sales, and it was nearly four times as many as more than 10,000 units in the third place. From the perspective of market rules, if the sales volume of the industry's first and second place reaches 3-4 times that of the third place, it means that the market's competitive landscape has already formed and it is difficult to change under normal circumstances. In terms of brand influence, Hangcha Force has also captured the top two mindsets of its customer base. Just as with Linde Toyota's ranking in the high-end customer base, branding has also taken shape.

Where is the way out? Everyone invariably turned their attention to the field of electric forklifts. This is an emerging field and a future development direction. Some domestic pioneers have already started research and development of electric forklifts as early as several years ago. With their professional manufacturing standards and advanced technology research and development, they have surpassed domestic internal combustion vehicle manufacturers in the manufacturing of electric forklifts. . With their original channel advantages, internal combustion vehicle manufacturers are accelerating R&D or entering the sales market of electric forklifts through OEM or M&A cooperation. With the deterioration of the debt crisis in Europe, we expect the forklift market will decline next year, when the phenomenon of industry reshuffle or mergers and acquisitions will appear frequently. And some new professional entrants to electric forklifts are still pouring in. The 2012 Hanover Show in Shanghai has already demonstrated this.

We can predict that according to the style of Chinese entrepreneurs, the follow-up of electric forklift operators will quickly spread. Just as in the first decade of burning cars, there will be a large number of manufacturers of electric forklifts in the next 3-5 years. As far as I know, there are already three or four manufacturers of light industrial forklifts that have emerged in China in 2012, and they will continue to emerge in the future. The emergence of a large number of electric forklift manufacturers can have the following effects: 1. The rapid development of the electric forklift market has stimulated customers' demand for electric forklifts to increase. 2. The disorderly competition and the hegemony of hegemony reappeared. 3. Homogenization and low-price competition will once again disrupt the market and undermine the competitive ecological environment. 4. The phenomenon of profit from coexistence of manufacturers, loss, and shuffling will be repeated.

However, who is the king who is going to stage this war? I think that in the coming decade, everything will be decided by the market. In ancient times, Zhang Yi even broke the union of Su Qin, making Qin unified the six countries to win the world; when the three kingdoms, Zhuge Liang did not produce Mao Di, then three points of the world, and then the tongue war Jiang Dong Quru, the joint Jiangdong Sun Wu together against Cao Three kingdoms were created; in the early days of the Three Kingdoms, the clouds were deserted, thunder raged, and the rain was approaching. Cao Cao and Liu Bei set up the plums. Once they cooked their wine, Cao Cao said with one finger Liu Bei and said loudly: “The heroes of the world, only the monarchs and the "Attached on the ears!" With great surprises, the keys were carried out, but they felt unconsciously in the ground, but they calmly answered: "The shock of a shock, or even this." After Liu Bei became independent, Cao Cao failed to conquer him during his birth. . From ancient times to the present, those who have become big events must have strategies and timidity. I have always believed that fucking is a hero, not a gangster, nor a hero, but Liu is a hero but not a hero. Most of the heroes are brave and unscrupulous, sending their lives; Therefore, if Xiong Sheng is the king, if he loses, then the enemy will be defeated. An unbrained hero will die forever more.

The electric forklift market will also be surging. Success or failure will not be a hero for a moment. The market competition is also positioning first and the strategy is king. Mao Zedong has a famous saying: "There is a kind of possession called failure, there is a kind of withdrawal called victory." Strategically speaking, sometimes a strategic withdrawal is a strategic offense. However, companies that have appeared in the market in the form of crowded cars will also end up with the self-destructive outcome of internal combustion vehicles. What is the market to win in the future? As today's Heli Helicon, Linde Toyota, only occupy the customer's mind, that is, the brand, not the price.

The era of the kingdom of electric forklifts has come, who will be the king of the world? We will wait and see.