Has the building steel structure industry entered the reshuffle stage?

What is the specific content of the building steel structure industry entering the reshuffle stage? Zhong Da Consulting will answer your questions below.

However, with the deepening of the "Western Development" and "Revitalizing the Northeast" and the holding of the 2008 Beijing Olympic Games, the "steel cake" is still "flying against the wind" and hot, but the problems of energy and land resources still exist objectively. Only by quickly removing these two "obstacles" can steel enterprises get a bigger share of the cake. As a result, more and more steel structure enterprises have turned their attention to resource-rich areas such as the west and North China, and demonstrated their determination and courage to compete for market share with their own expansion or acquisition. At the same time, these behaviors objectively aggravate the continuous escalation of competition in the steel structure industry, and push the steel structure industry in China into the reshuffle stage. Before 2004, the distribution area of steel structure enterprises in China was relatively stable, mainly in five plates, namely, Shanghai plate, Suzhou-Hangzhou plate, Tianjin plate, Guangdong-Fujian plate and Beijing plate. However, since the beginning of this year, the cross-regional and large-scale expansion of steel structure enterprises has intensified, gradually breaking the old pattern. In North China, Beijing Haidar Investment Management Co., Ltd. built the largest steel structure production base in North China in Shunyi. The annual production capacity is 80,000 tons, and the output of steel components ranks first in North China. At the same time, on the basis of the original large-scale expansion, Hangxiao also announced that its Hebei subsidiary will become the largest steel structure production base in North China, with an annual output value of 2 billion yuan. In Central South China, Changsha Sanyuan Steel Structure is establishing the largest steel structure manufacturing enterprise in Hunan Province, which fills the small gap in Hunan's steel structure manufacturing industry and is known as the steel structure leader. In the west and southeast, an agreement was signed in Xinjin County, Sichuan Province in mid-July to formally invest 300 million yuan to build a steel structure base, claiming that it will become the largest steel structure base in the west after completion. In South China, Seiko Steel Structure Company requisitioned 300 mu of land in Conghua, Guangdong, which has convenient transportation and excellent investment environment, and built a production base in South China. In the northwest, Xinjiang Construction Engineering established Xinjiang Construction Engineering Steel Structure Co., Ltd. in Urumqi, with an annual production capacity of 70,000 tons, claiming to be the largest steel structure enterprise in Urumqi and even the northwest. At the same time, Shougang Tenth Construction Co., Ltd. and Datang Steel Structure Co., Ltd. set up a steel structure factory in Xi, which is also known as the largest steel structure enterprise in Northwest China. In Central China, Wuhan No.1 Metallurgical Steel Structure Center started construction in Yangluo Economic Development Zone, with a total investment of 654.38 billion yuan and an area of 260,000 square meters. It is expected to be completed and put into operation next year 1 month. Upon completion, it can produce 60,000 tons of various steel structures, with an annual output value exceeding 300 million yuan, and will become the largest steel structure manufacturing base in Central China. Ye Yi Iron and Steel also announced that it will cooperate with Butler Company of the United States to develop light steel production, and will build a special light steel production line according to Butler Company's operation mode and quality requirements to become its manufacturing base in Central China. In East China, Taiwan Province China Steel Structure Company invested NT$ 270 million to build a steel structure factory in Kunshan District. For a time, various "princes" have tried their best and invested huge sums of money to pursue "large scale" in order to dominate the local steel structure industry. Ambition is enough to get a glimpse. This also indicates that the old pattern of five major plates in China steel structure industry will soon collapse, and it will be replaced by a new pattern of large enterprises distributed in various regions of China, which is more conducive to the development of steel structure in China. Moreover, the transportation cost of steel structure enterprises will be greatly reduced under the new pattern, which will further reduce the total cost of steel structure industry, so it is very conducive to the market expansion of steel structure enterprises. However, for steel structure enterprises with unreasonable layout, this new pattern may be a great impact-high transportation costs may reduce their competitiveness, which is not conducive to their market expansion. Furthermore, if its market can not be effectively expanded nationwide, it will be difficult to show its scale advantage, and then it will be difficult to have a price advantage. If this continues, its original market will gradually shrink and may lead to the demise of enterprises. Of course, from the point of view of competition, the degree of encouragement will inevitably increase day by day, and it is very likely that the major governors will "work together". At the same time, foreign enterprises have also accelerated the pace of seizing the steel structure market in China. For example, bluescope Steel (formerly known as BHP Billiton Steel) successfully acquired Butler Manufacturing Group this year. Butler Manufacturing Group is the world's leading manufacturer and supplier of prefabricated steel structures, with sales revenue of about $796.2 million in fiscal year 2003. Strategically, the merger of bluescope Steel and Butler will make it an important player in the field of international steel structure and prefabricated steel structure. Bosch Steel has its own long-term development strategy-increasing the proportion of its high value-added products in order to provide customers with excellent steel solutions, especially in the construction industry-which is the characteristic of Bosch Steel. Butler's branches are just within the global enterprise distribution range of bluescope Steel, which means that Butler can promote its quality products and services to bluescope Steel's customers in Southeast Asia, Australia and New Zealand. In China, this acquisition provides a shortcut for Bosco Steel to directly enter the field of prefabricated steel structures in China and accelerate its development. At the same time, the combination of the two will also provide customers with a wider range of products and solutions, and will further enhance the competitiveness of bluescope Steel as the world's leading supplier of metal-coated steel plates, colored steel plates and formed steel plates. In China, Butler is the undisputed leader in the prefabricated steel structure building market, with strong and stable sales revenue, showing great profitability and development potential. Together with the original two subsidiaries of bluescope Steel, the combined Butler will have 6 production bases, 50 sales offices and about 65,438+0,200 employees. This will inevitably greatly reduce the overall operating cost of Butler, enhance its comprehensive strength, enhance its competitiveness in the China market, and pose a greater threat to China steel structure enterprises. The steel structure industry is considered as a sunrise industry with broad prospects. Therefore, many upstream iron and steel enterprises have also come, determined to "share a piece of cake". For example, the steel structure of Masteel was completed and put into operation in 2002, with an output value of 65.438+0.2 billion yuan in that year and 0.2 billion yuan in 2003. In May, 2004, Masteel invested more than 70 million yuan to build the second production line of steel structure products. The production line covers an area of 170 mu, with a building area of 23,000 square meters and an annual production capacity of 30,000 tons. It will be put into production at the end of this year. At the same time, on the basis of the past few years, Baosteel is integrating its steel structure brands this year, unifying its steel structure brands such as Guandal, Datong and Baocheng under the brand of "Baosteel Steel Structure", and relying on the brand advantages of "Baosteel" to enhance the comprehensive advantages of its own steel structure enterprises. Moreover, Baosteel clearly put forward that Baosteel steel structure should become the first steel structure manufacturing enterprise with comprehensive strength in China. At the same time, the annual output of steel structure in Baosteel will increase from 6.5438+200,000 tons to 6.5438+800,000 tons in 2004, to 440,000 tons in 2006 and to 550,000 tons in 2065.438+00. This development strategy is worth pondering by other steel enterprises.

In addition, Laigang, Shougang and other steel enterprises have also increased their extension to the steel structure industry. For example, recently, Shougang Construction Engineering Group, a subsidiary of Shougang Group, cooperated with a private enterprise in Beijing to build a steel structure processing base with an annual output of 50,000 tons, and recently put it into trial processing. This has increased the steel structure industrial processing capacity of Shougang Group from 30,000 tons per year to a new level of 80,000 tons, making it the largest steel structure processing enterprise in North China. Because the upstream enterprises can easily obtain the competitive advantages of the original steel structure enterprises in labor force, business process and other aspects, and have the comprehensive purchasing advantages that the original steel structure enterprises can't have, they must "rewrite" the competitive advantages of the original steel structure enterprises, that is, integrate the existing resources, consolidate the existing competitive advantages and create new competitive advantages, otherwise they can only be abandoned by the market. By the way, the brand advantage of the original steel structure enterprises should be consolidated with great efforts, because the technology can be imitated and talents can be hired with high salaries, but the brand needs to be accumulated for a long time, not "overnight". As for what is the new competitive advantage of an enterprise, I think it depends on the actual situation of the enterprise. Downstream "forced", profits shrink. Looking at the higher profits of upstream enterprises, many real estate developers have started a "warm journey" and have taken measures to enter the "steel structure industry" as soon as possible. At the beginning of 2004, Zhejiang Kaiyuan Tourism Group invested 300 million yuan to acquire more than 800 mu of land, entered the steel structure industry strongly, and made a high-profile claim to build a domestic first-class high-tech R&D and steel structure manufacturing and processing center. It is worth thinking that Hangzhou Kaiyuan Real Estate Development Co., Ltd., a subsidiary of Kaiyuan Tourism Group, will be fully in line with international standards and steel structures will be adopted in a wider range with the improvement of the state's emphasis on steel structure construction and the change of people's consciousness. In addition, Kaiyuan Group is also engaged in the hotel industry, and there will naturally be greater demand within the group. These needs can be met by the steel structure companies controlled by themselves. Coincidentally, Shanghai Greenland Group took the way of controlling upstream enterprises to "reverse", that is, it acquired 60% equity of Baosteel Construction from baoshan iron & steel and obtained the controlling stake of Baosteel Construction. Greenland said that Greenland Group will build an innovative management system and enterprise mechanism for Baosteel, expand the industrial chain of Greenland Group, and promote the realization of Greenland Group's goal of becoming stronger, better and more diversified. In fact, the successful acquisition of Baosteel Construction is the absolute guarantee for the future development of Greenland Group. Baosteel has total assets of 540 million yuan, and its comprehensive building installation and construction integrates general contracting, design and professional construction. It has four national first-class qualifications, such as general contracting of smelting engineering, general contracting of construction engineering, professional contracting of steel structure engineering and professional contracting of kiln engineering, which are needed by Greenland Group, a rapidly developing real estate enterprise, and also a stage for Baosteel to give full play to its professional fields.

As we all know, the bidding of the building steel structure industry attaches great importance to the company's "experience", that is, if there is no similar engineering performance, it is difficult for steel structure companies to win the bid for large projects. The "Kaiyuan" and "Greenland" mentioned above can just make full use of their own resources and enrich their own "experience" in order to "stand out" in the future competition of key projects. This poses a threat to the original steel structure company. Moreover, if the original steel structure companies can't upgrade their own grades in a short time, become stronger quickly and seize the opportunity of industry development, then their survival time will soon expire. More importantly, it forces downstream enterprises to fully integrate industrial chain resources, gain more advantages and development momentum, and at the same time make the profits of the steel structure industry more transparent, which will accelerate the "shrinking" of the profits of the steel structure industry, forcing steel structure enterprises to find ways to reduce operating costs and improve operating efficiency, otherwise they can only "dehydrate" and die. This is similar to the ever-changing home appliance industry in China. Retail giants such as Gome and Suning "forced" home appliance suppliers, forcing power plant manufacturers to improve efficiency and reduce ex-factory prices of products, thus optimizing the operational efficiency of the entire supply chain. Moreover, this bottom-up "reverse" efficiency breaks the situation that "the efficiency is determined by the manufacturing enterprises alone", which not only conforms to the operation law of the market economy, but also has greater universality. Therefore, the existing building steel structure enterprises must fully realize this point. However, in July, 2004, amid the voices of "warlordism", "foreign companies grabbing stalls", "invasion" and "forced", Chaofeng Iron and Steel gave up its own scale, fully implemented the "fine cultural strategy" and determined to be "the first brand of fine steel structures in China". In fact, from April 2003, Chaofeng Steel took the lead in blowing up a "boutique hurricane" in the steel structure industry, calling on China steel structure enterprises to attach importance to quality and build quality projects. In fact, in addition to Chaofeng steel structure, Baosteel steel structure and housekeeper also take the route of "from fine to strong", and the pace of expansion is relatively slow. Southeast grid structure, Hangxiao, Seiko steel structure, Shougang steel structure, Laigang steel structure and Masteel steel structure take the route of "from big to strong". We know that there is a "three laws" in enterprise competition, that is, naturally occurring competitive forces (if they operate without excessive government intervention) will create the same market structure in almost all mature markets-in a certain group, the three most important enterprises compete with each other in various ways, and they provide a wide range of related products and services. In other words, as a result of market competition, an industry will be controlled by three leading companies occupying the main market share, and the rest will be "expert companies" targeting the specific target market of this industry. The steel structure industry is no exception. However, at present, there are more than 100 influential steel structure enterprises in China, which is far from the goal of "three companies" in the "three rules". In other words, after the market matures, more than 90% steel structure enterprises will be doomed. Therefore, combined with the above analysis, it is not difficult to see that China's building steel structure industry has entered the reshuffle stage in an all-round way, and building steel structure enterprises are generally developing in two directions, one is to expand rapidly and develop in the direction of "bigger", and the other is to focus on "practicing internal strength" and developing in the direction of "doing fine".

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