The most high-end equipment market in China is often occupied by giants from Europe, America and Dongying.

Whether it is the machine tool industry, the medical device industry, or experimental equipment, it is very consistent with this law.

In the second-level market, it is often the manufacturers of Goryeo or Crook who rely on the cost lower than the giants and the technology and quality of the domestic manufacturers to drink this soup.

There was a little leftover that was cold, and it was the turn of the equipment manufacturers in Huaxia to eat.

But in the stamping equipment industry, this situation has been broken because of the emergence of Nanshan.

Throughout the first quarter, Schuler received almost no orders.

In this way, Lucas was naturally anxious.

He used all his resources to convince the headquarters to accept a short-term price reduction.

In this way, the stamping equipment industry is even more volatile.

Although Schuler's prices are not lower than those of Nanshan and Jiji, they have fallen significantly compared to the previous prices.

At present, the same 300-ton TDM press, Schuler's price is already lower than that of Hyundai WIA and Wanwan Jinfeng.

Manufacturers who originally wanted to buy Hyundai Avia or Wanwan Jinfeng immediately took this opportunity to place an order with Schuler.

After all, although Schuler's price is still about 10% higher than that of Nanshan and Jier, considering the premium of the brand, many customers still feel that it is more reassuring to buy Schuler's equipment.

"Lucas, from the past April, our sales have recovered quickly, even exceeding the level of the same period last year."

"It's just that although these devices are sold, they are losing money for us, which is more troublesome."

Xu Dacheng's current mood can be described as two heavens of ice and fire.

On the one hand, every once in a while, manufacturers take the initiative to contact us to buy a press from Schuler.

On the other hand, seeing the report shared by the finance department, his heart was cool.

If this continues, Schuler Huaxia will definitely have negative returns this year.

At that time, although the turnover is good, but the bonus or anything is definitely not optimistic.

"Hold the market first, and then think about keeping the profit margins."

"Otherwise, we won't have any future."

"Taking this opportunity, we can also let the headquarters further accelerate the pace of localization of our Huaxia factory."

"I don't believe that with Schuler's hundreds of years of technology accumulation, after complete localization, it will not be able to beat Jiji and Nanshan."

I have to say that European and American companies are sometimes much better than Dongying enterprises and Korean enterprises in terms of localization.

People are either reluctant to make domestic products, and once they judge that this kind of equipment can be made in China, they will make every effort to promote localization.

Obviously, most of Schuler's presses are now being considered for localization in China.

After all, according to the assessment of Schuler's headquarters, Huaxia has mastered most of the press technology, and it is not necessary to continue to drag the non-domestically produced, except for ceding the market to Huaxia manufacturers.

"Small tonnage presses, especially TDM presses, even after we localize, I am afraid it is difficult to surpass local enterprises in China in terms of price."

"Many of the manufacturers who buy this kind of equipment are small manufacturers, and they are very sensitive to price."

"Unless the headquarters agrees to localize products such as 3,000-ton TRF presses or 1,000-ton PRG presses, I don't think it will be so meaningful to improve the competitiveness of our products."

Xu Dacheng and Lucas are now grasshoppers on a rope.

So it's more straightforward to speak.

This can be regarded as an advantage of European and American companies compared with Dongying and Korean enterprises.

The hierarchy between the upper and lower levels is not so strict, and most of the time the people below can speak out boldly if they have any ideas.

will not be sprayed by others, and then suppressed.

"Nanshan's 3,000-ton transfer press won the first prize of the Huaxia Science and Technology Progress Award, and we have reported it to the headquarters."

"Now the 3,000-ton multi-station press they supplied to Yangcheng Aipak has also been installed, and the people from Huitian have also visited it and briefly shared some information with us."

"In this case, I believe that the headquarters will soon agree to the localization of a 3,000-ton press."

"At that time, even if the cost of our localization is still a little higher than that of Nanshan, we can still grab a share in the market together."

Lucas never thought of making the cost of the press lower than that of the Chinese manufacturer.

It's impossible.

He just wanted Schuler's presses not to be too expensive than those from Huaxia manufacturers.

People sell 2 million, you sell 3 million, it is estimated that it is a little difficult to sell.

If someone sells 2 million and you sell 2.2 million, then basically half of the chances.

Especially when it comes to European, American and other foreign customers, Schuler's brand awareness and reliability are much higher than those of Nanshan and Jiji.

A little bit of price difference, many people are willing to accept.

This difference in brand power really takes a certain amount of time to make up.

Just like everyone buys a car, in 2002, you can sell an Accord for 300,000 yuan, and the price of a model of the same size and the same equipment of a domestic independent brand must be at least 150,000 yuan to sell well.

But in 2023, BYD's Han DMI and Honda's Accord PHEV, not to mention the price difference is doubled, that is, the price is only 40,000 or 50,000 yuan, and many people are willing to choose BYD.

This is the result of the continuous improvement of brand power.

However, if everyone is the same price, then consumers will most likely still choose the Accord PHEV.

This also shows that the improvement of brand power is not an overnight thing.

As for comparing brand power with luxury brands like Mercedes-Benz and BMW, it is even more difficult.

"What you said makes sense."

"We'd better convince HQ as soon as possible."

"Once the headquarters is relaxed, we can start to reduce the price of large-tonnage presses, and also start a price war with Nanshan and Jiji in this field."

"I've heard that Korea Hyundai Kia Motors, after establishing Xifeng Yueda Kia with Xifeng Group last year, is preparing to establish Didu Hyundai Motor Co., Ltd. again with Didu Automobile Group this year."

"Obviously, everyone is optimistic about the car market in China."

"At that time, whether it is the stamping workshop of the main engine factory or various stamping manufacturers, it is necessary to introduce a lot of stamping equipment."

"This is a very important opportunity for us."

"If we can seize this opportunity, then not to mention stepping on Nanshan and Ji'er under our feet, at least everyone can still be evenly divided in the Huaxia market."

Xu Dacheng now does not dare to underestimate domestic manufacturers such as Nanshan and Jier.

He also knew that Schuler was no longer able to suppress the other party in all aspects.

Now his requirements are very low, that is, Schuler has to continue to grow in China and expand its turnover.

As long as this can be done, it is already acceptable.

"Well, while other manufacturers haven't fully reacted, we'll do it first."

"In the future, when you communicate with the people of Aitian, remember not to say everything."

"We used to be partners, but we may be competitors in the future."

"Even they are opponents in the same situation as us, and sometimes they are a greater threat to us than Nanshan and Jiji."

Partners are sometimes meant to be abandoned.

Originally, Schuler and Aida were the main competitors in the international market.

Before, it was just to deal with Nanshan together, so they joined forces on Huaxia's side.

Seeing that there was no point in joining forces with Aida to deal with Nanshan, Lucas immediately began to change his strategy.

After all, from now on, in addition to competing with Nanshan and Jiji for the market, Schuler will also have to find a way to grab a share from Huitian.

As for whether this will make Aida's life very sad, that's none of his business.

"Indeed, the situation of Aida is very similar to ours, and in the future competition, their harm to us will continue to rise."

"The best thing is not to destroy these competitors, so that if the entire Huaxia market has Nanshan, Jier and our Shuler, the competition can still be controlled within the acceptable range."

"I believe that Nanshan and Jiji don't want to fight a price war all the time, everyone wants to make money."

When Xu Dacheng said this, Lucas couldn't help but nodded.

It is not unacceptable to live with Nanshan and Jier in the Huaxia market.

As for the attitude of looking down on Huaxia equipment manufacturers in the past, it has long disappeared.

……

Hyundai WIA Huaxia Branch.

Park Taijian, the head of the sales department, came to the office of the general manager Bae Zhengqing with some worry.

Taking advantage of the opportunity of Korean enterprises to enter the Chinese market, the development of Hyundai WIA has also been very rapid in recent years.

Although the press was also imported from Korea, due to its geographical location, the delivery schedule was not much behind that of the domestic one.

What's more critical is Hyundai WIA's press, the price is a notch lower than that of the international mainstream Schuler and Huitian.

Although compared with Huaxia equipment manufacturers, they are still more expensive.

However, considering that they are foreign brands and imported goods, there are still many manufacturers who are willing to consider choosing Hyundai WIA equipment.

This is especially true of Korean companies.

"Mr. Pei, just now the head of the purchasing department of Xifeng Yueda Kia told me that Schuler's press quotation for them is two percent lower than ours."

"Although they still want to support us, Xifeng Yueda Kia is a joint venture after all, and they also have to consider the opinions of other shareholders."

"When we were facing Shangji No. 2 Machine Tool Factory before, although the price of the other party was lower than ours, we could do some tricks in technical parameters and other aspects, and there was still a high probability of getting orders."

"But now Schuler has also quoted a low price, and even if they want to help us, there is no way."

As soon as Park Taijian said this, Pei Zhengqing immediately frowned.

A duck to the beak, actually flew?

This is no small feat.

"We're an affiliate of Hyundai Motor, and instead of buying our equipment, they're buying a press from Schuler?"

"Aren't they afraid that we will go to the headquarters to complain about them?"

Pei Zhengqing's first reaction was incredulous.

Then I felt like I had to go to the shareholders to complain.

However, Park Taejian's words poured cold water on him.

"Mr. Pei, at present, Schuler's presses surpass us in all aspects of technical parameters, and their SPM is 2 times per minute more than ours."

"The point is that people's prices are still lower than ours."

"The brand power of Schuler presses is not comparable to that of us."

"Even in this case, they told us that if we can lower the price to a lower price than Schuler, even if it is only 5% lower, they can continue to give us this order."

"But if our price is still 25 percent higher than theirs, then we don't have a chance anyway."

Park Tae-kin is still very clear about the profit margin of his own products.

As imported equipment, in order to be able to open the market in China, their own quotation is not particularly high.

Basically, each press retains less than 20% of the profit.

And the offer given to the West Wind Yueda Kia is only 15% profit margin.

Now it is impossible to reduce the price by another 25% on your side.

How could Hyundai WIA go into a loss-making business?

"Schuler's prices have always been higher than ours, so why are they offering so low this time?"

Pei Zhengqing felt a sullen breath in his heart, and he couldn't vent it.

If Huaxia's equipment manufacturers quote low prices, he can still immediately.

Schuller in Germany did the same, and he didn't understand.

Is this to play to the death of yourself?

"If the other party just wants to get orders from car companies, then it is a bit difficult for us to accept the loss of orders, after all, we can get a lot of orders from other stamping manufacturers to make up for it."

"I'm afraid this is just the beginning."

Park Taejian's mouth is like a crow's mouth.

For the next month, he received news of lost orders almost every week.

Even some orders that have already signed a contract, the other party has to cancel the cooperation at the risk of paying liquidated damages.

As a result, the originally thriving Hyundai Weiya Huaxia Branch immediately fell into a crisis.

Market share is declining at a rate that is visible to the naked eye.

And the one with a fate similar to that of modern Weiya is the bend of Jinfeng.

Although internationally renowned annually, Wanwan Jinfeng is not very high.

However, in the nineties, many investment enterprises in the bend used a large number of Jinfeng equipment, resulting in their popularity in the southeast coastal provinces is still relatively high.

In many cases, some manufacturers can't afford to buy imported goods such as Schuler and Huitian, and they can't look down on other domestic equipment manufacturers, so they will choose to buy Jinfeng's products.

After all, emotionally, everyone is a manufacturer in Huaxia and can accept it.

However, from the point of view of the price and quality of the product, it is better than other domestic manufacturers.

Of course, these are all relative.

Seeing that Hyundai WIA, an equipment manufacturer with a little higher positioning than Jinfeng, can't survive.

Jinfeng's life was naturally sad immediately.

Originally, Nanshan and Jier were wrestling with the boss of Schuler, and everyone was watching the excitement from the side.

I even wondered if I could take advantage of this opportunity to expand the market.

I didn't expect the boss and the second to fight, and the third, fourth, and fifth were finished.

(End of chapter)