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由于近年来国家对固定资产投资力度加大,尤其是高铁、桥梁、高速公路及风电项目的大量上马,带动了工程机械市场中起重机需求量的激增。但是起重机价格相对较高,尤其是大吨位的履带式起重机与全地面起重机,客户往往不具备全款购买的实力,以银行按揭、融资租赁等为代表的信用销售模式的出现与创新为客户提供了购机捷径。据不完全统计,目前国内起重机市场信用销售所占比例已经超过80%,且比例还在扩大。信用销售模式已经成为助推工程机械行业发展的重要方式,并开始为越来越多的工程机械企业所竞相追逐。值得注意的是,信用销售中过高的金融模式渗透率尽管极大地促进了销售,但是也积累了大量的应收账款。然而此时,挖掘机行业低门槛、零首付、风险近乎失控的困局未解,起重机和混凝土机械的信用销售乱象又甚嚣尘上——过度促销、降低门槛、延长付款期限,价格战、服务战此起彼伏……起重机行业是否会步挖掘机行业的后尘难以自拔,商务条件降低究竟是营销捷径还是在透支起重机市场?企业应该如何在销售和风险之间权衡出最佳平衡点?面对未来,行业的底线在哪里?问题的解决之道又在哪里?本文的调查希望能给出一些启示。
In recent years, the state has increased the investment in fixed assets, especially in the high-speed rail, bridges, highways and wind power projects launched a large number of boosted demand for cranes in the construction machinery market surge. However, the price of cranes is relatively high, especially large-tonnage crawler cranes and all-terrain cranes. Customers often do not have the full strength of the purchase. The emergence and innovation of credit sales models, such as bank mortgages and financing leases, are provided to customers The purchase shortcut. According to incomplete statistics, the proportion of credit sales in domestic crane market has exceeded 80%, and the proportion is still expanding. Credit sales model has become an important way to boost the development of construction machinery industry and began to chase more and more construction machinery companies. It is worth noting that excessive penetration of financial models in credit sales, while greatly boosting sales, has also accumulated a large amount of receivables. However, at this moment, the dilemma of the credit sales of cranes and concrete machinery is still on the rise due to the low threshold of the excavator industry, the zero down payment and the near-out-of-control risk. The over-promotion and lowering of the threshold, the extension of the payment period, the price war and the service war One after another ... ... Crane industry is going after the excavator industry’s footsteps unpredictable, business conditions reduce whether the marketing shortcut or in the overdraft crane market? How enterprises should weigh the best balance between sales and risk? In the future, the industry Where is the bottom line? Where is the solution to the problem? The investigation of this article hope to give some enlightenment.