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Domestic diesel generating set enterprises are facing a role change from the domestic market to the international stage

Time: 2019/10/25

In the past ten years, several major factors have promoted the strong demand for domestic diesel generator sets in the Chinese market, which has greatly promoted the establishment and development of domestic enterprises in the domestic market. First, from 2003 to 2005, China experienced a large-scale power shortage from local to national, especially in 2004, when the national power shortage exceeded 30,000 MW, which was equivalent to the installed capacity of 30 ultra-supercritical thermal power units. In order to ensure the power consumption of urban residents, the government had to open and limit the power consumption of high energy-consuming manufacturing plants, thereby driving up the huge demand for diesel generators. Second, during the 2008 Beijing Olympic Games and the 2010 Shanghai World Expo, the investment of the Beijing Olympic venues alone reached 20 billion yuan, and the investment of the Shanghai World Expo venues reached 18 billion yuan. Most importantly, this has stimulated more than 1 trillion yuan in investment in urban rail transit, high-end hotel industries, the Internet and communications, and financial services. These end markets are the main application areas for diesel generators. Third, in order to withstand the global financial crisis, from 2009 to 2011, the Chinese government invested 4 trillion yuan to stimulate domestic economic development, of which more than 2 trillion yuan belonged to construction projects such as railways and highways. In addition, it includes severe power shortages that occurred in China in 2008 and 2011, especially in 2011, when the power shortage was again close to 30,000 MW.

The domestic market is beginning to show resistance to development.

As a test that must be experienced in the market development cycle, after ten years of rapid development, the domestic diesel generator market also faces some development resistance. The first is the slowdown in China's infrastructure investment and energy-intensive manufacturing growth. From 2009 to 2011, the government-led 4 trillion yuan investment project was basically completed and put into operation. Some projects have not been effectively used after completion, which will create some resistance to future economic stimulus policies. On the other hand, in order to reduce pollution emissions and improve energy efficiency in industrial production, a large number of small and medium-sized manufacturing plants, especially those in high energy-consuming industries, are facing the possibility of closure. These companies were once important users of diesel generator sets in many power shortage areas in China.

Secondly, the domestic market is fiercely competitive and products are highly homogeneous. There are more than 200 enterprises with sales exceeding 10 million yuan. Most of the engines used by these companies are called OEMs, supplied by Chongqing Cummins, Volvo, Mitsubishi Heavy Industries and other companies, while generators are provided by international brands such as Lisima and Marathon. In the mid-to-low end of the end-application market, China's domestic engine brands will also be adopted, such as Yuchai, Jichai, Changchai and so on. In the past market stage, Chinese local companies generally only focused on the development of customers and the expansion of sales channels. Few companies focused on the customization of customer application requirements and the maintenance of after-sales services. Because the latter needs to invest a lot of costs, it will not be able to bring profits to the enterprise in the short term. Third, as international brands such as Cummins, Caterpillar, and Kohler have shifted production to China, some foreign companies have also used China as a production base in the Asia-Pacific region and even the world to reduce costs and competition between domestic companies. This has undoubtedly reduced the level of profitability of the entire industry.

Compete with international giants in world markets

Although the share of international brands in the global market is still much lower than that of international brands, local Chinese companies have gradually established brand awareness in overseas markets. For example, the sales of local Chinese companies such as Ketai, Taihao, and Kangcheng in overseas markets exceed 100 million yuan, which is not easy for a Chinese diesel generator set company with only 20 years of development history. The reason for the increase in performance lies in the following points: Compared with international brands, Chinese local companies' products have obvious price advantages. Domestic diesel generator sets usually use engines from brands such as Wagner, Cummins, Volvo, Doosan, Mitsubishi, and MTU, and have matured.