How hot is the exit of small excavators? Some people in Europe dig holes in their gardens to relieve stress.

Excavators are the most widely used varieties in construction machinery, also known as "the jewel in the crown of construction machinery".

According to the industry statistics of the Excavation Machinery Branch of China Construction Machinery Industry Association, in February 2020, all kinds of excavation machinery products sold 3 1530 sets, a year-on-year increase of 56.4%. The domestic market sales volume was 27,365,438+09 vehicles, up 58.5% year-on-year. The export sales volume was 42 1 1 set, a year-on-year increase of 44.4%.

Li Hongqi, chairman of Henan Gong Yu Machinery Co., Ltd., who has been doing business for more than ten years, is deeply touched by the growth of excavator sales. "Jining, Laizhou and other places in Shandong Province are places where the industrial chain of small excavators is relatively concentrated. The company has 2~3 suppliers who supply small excavators for a long time in Jining, mainly because the price is relatively cheap and the quality is not bad. " Gong Yu Machinery Co., Ltd. is a trading company, which mainly sells small equipment, such as road maintenance, bridge maintenance and equipment maintenance. Among them, the sales of small excavators account for less than 10% of the company's total sales.

Li Hongqi said that the gross profit margin of the company's foreign trade is 30%, and its business scope covers Africa, Southeast Asia, Belt and Road, Central Asia and other places; Gross margin of domestic trade 15%.

Benefiting from the good demand of small construction projects such as farmland, water conservancy and municipal engineering, the demand for small excavators is increasing.

"Before, the company has been engaged in the production and sales of large and medium-sized excavators, because the chairman often led the R&D team to the market. After seeing the market demand of small excavators, the company began to develop small excavators and put them on the market on 20 15. " Xu Qiuxia, manager of the international business department of Shandong Rhino Construction Machinery Co., Ltd. (hereinafter referred to as "Rhino Heavy Industry"), told the First Financial Reporter.

While the products are put into the market, the e-commerce platform has also begun to promote the improvement of products.

Rhino Heavy Industry found that through the analysis of industry big data on Ali International Station, the keywords with the highest search frequency of platform buyers are "small digging" (mini excavator), "1 ton", "low price" and "self-use", and combined with the high query frequency on its own platform, the product design is further improved to meet the needs of buyers more accurately.

At present, there are 6~8 basic models of rhino heavy industry small excavators, and some derivatives need to meet the standards of the European Union and the United States. At present, foreign trade accounts for 1/3 of the company's total sales, and it is estimated that it will reach 40% in 20021year.

Compared with large excavators, it needs professional operation, and small excavators don't need operation certificates. Because of its simple operation and low price, small excavators have entered rural families. Application scenarios include renovation of dry toilets, ditch digging in vegetable greenhouses, and restoration of green belts.

"In the early days of urbanization, large excavators were used more. Now that urbanization is basically completed, urban applications are basically minor repairs. " Xu Qiuxia, for example, said that a European customer said that when he felt particularly stressed at work, he would drive an excavator to dig a hole in his garden to fill it up, and then dig another hole to fill it up.

Wang Bo, head of domestic e-commerce channel of Shandong Kenshi Heavy Industry Machinery Co., Ltd. (hereinafter referred to as "Kenshi Heavy Industry"), agreed with the simplicity and easy operation of small excavators.

In 2020, Ken's Heavy Industry will achieve domestic sales of 350 million yuan and foreign trade sales of 200 million yuan. Among them, the sales of domestic e-commerce channels is 70-80 million yuan, mainly through Taobao, Ali International Station and Baidu bidding ranking advertisements.

However, the localization of core components has always been a "heart disease" of China excavators.

An excavator is mainly composed of power generation, hydraulic equipment and structural parts, of which the cost of engine and hydraulic equipment accounts for about 60%; The cost of structural parts accounts for about 20%.

"At present, some high-end engines and hydraulic equipment still need to be imported, and other equipment has been basically localized." Wang Bo believes that the reason that hinders the localization of hydraulic equipment is the lack of machining accuracy and stability.

For engines, Xu Qiuxia said that the company's products need to be exported to Europe and the United States, and they need to meet local environmental protection requirements. Generally, Japanese and German engines will be used, so the stability will be better.

Fortunately, after the rise of domestic hydraulic parts enterprises represented by Hengli Hydraulic (60 1 100). SH), the situation that domestic OEMs are "subject to people" has been improved. In 20 16, Hengli Hydraulic successfully developed HP3V series axial piston pump and HVS series multi-way control valve suitable for small excavators under 15 tons, which have been matched with domestic main engine plants in batches.

Driven by the domestic substitution trend, the company's performance has been continuously improved. Hengli Hydraulic Financial Report shows that in the first three quarters of 2020, the company achieved revenue of 5.32 billion yuan, a year-on-year increase of 38.9%; The net profit of returning to the mother was 65.438+0.47 billion yuan, a year-on-year increase of 60.5%.