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At the 2013 National Machinery Industry Economic Situation Report held in mid-November, Cai Weici, executive vice president of China Machinery Industry Federation, pointed out that since the “Twelfth Five-Year Planâ€, the operational difficulties of the machinery industry have increased significantly, and the pressure to change the growth mode has been urgently increased. Big, this year's industry enterprises have many difficulties; but under the influence of the market reversal mechanism, industry restructuring and transformation and upgrading are accelerating.
He predicted that the machinery industry is expected to continue to maintain a relatively stable and relatively low growth trend in the next year. It is expected that the growth rate of production and sales will generally be 10% to 15%, the profit growth will be roughly 10%, and the increase in export earnings will be estimated at 5%. 10%.
Mid-end competition
He pointed out that from the comparison of the growth rate of the main business income and profit of the industry in the first three quarters, it can be clearly seen that the industry closely related to consumption, informationization and automation is developing faster than the typical investment product industry. It can be seen that the automobile industry with the largest proportion of the total growth rate has been growing faster this year, which is the main industry that boosts the growth rate of the machinery industry. The growth rate of sub-sectors such as agricultural machinery, instruments and basic parts is also higher than that of the machinery industry. speed.
Correspondingly, the typical investment products industry (such as construction machinery, machine tools, heavy machinery, power generation equipment, etc.) is generally poor; some of them may not fall in output, but the main business income declines and profits fall. More obvious, "there is no shortage of work, and the benefits have fallen sharply."
The reason is that the capacity expansion of these industries is seriously excessive. Once the market is cold, the competition is fiercer and the price of products plummets, resulting in a sharp decline in benefits.
Through visits to several machine tool manufacturers, we learned that the decline in corporate profits is a more important reason for their uneasiness than the decline in machine tool orders and sales revenue.
From the analysis of the machine tool industry, the low profit margin of the low-end machine tool market is an indisputable fact, and the import value of high-end machine tools is still high.
Therefore, in the case of the industry's overall market demand is sluggish, machine tool enterprises are undergoing transformation and upgrading under the market's downward pressure, while the mid-end market is the hot spot of competition.
Not only domestic-scale enterprises have put the focus of the market here, but some newly-entered industry upstarts have also targeted the breakthrough here. After all, mid-range machines are easier to form in batches and sizes. At the same time, foreign brands have also accelerated the layout of the Chinese market.
Wilfried Schaefe, executive director of the German Machine Tool Manufacturers Association, said that China is an important exporter of Germany and accounted for nearly 30% of Germany's total exports in 2012. The data shows that the export value of the German machine tool industry in the past year was about 8.3 billion euros, and more than 2.4 billion euros were orders from China.
Although the export volume of the German machine tool industry fell by 3% in the first half of this year, exports to China increased by 6%, accounting for 27% of the total, which made the German machine tool industry pay more attention to maintaining its market share in China.
With the development of Chinese machine tool enterprises, in the mid-end product market, German companies face strong competition from Chinese companies. Because the gap between the two countries' technology levels is relatively small, and the services provided by Chinese companies to customers are better.
According to a survey by the German Machine Tool Manufacturers Association, compared with German machine tool companies, Chinese companies usually establish service and distribution centers covering the mainland to ensure that they can promise customers 1 to 2 years of warranty and full-time after-sales service. . Even during the holidays, the after-sales personnel of Chinese companies can reach the customer's location within 48 hours, providing repairs and spare parts to customers, and the cost is lower. In contrast, the customer's experience with German machine tool after-sales service is not ideal, mainly due to the gap between response speed and maintenance cost and Chinese machine tool enterprises.
Therefore, the German Machine Tool Manufacturing Association has called on German machine tool companies to properly localize products with small R&D and technology gaps, to narrow the gap with Chinese machine tool companies through local production and market access, and to enhance service flexibility and Customer communication. However, it still maintains an import strategy in the field of high-end products.
Recently, the increase in the number of German companies in China and the call for localized product systems from time to time have undoubtedly demonstrated that companies are practicing this strategy.
Not easy
In fact, the above reason is not difficult to understand, but how to gain a foothold in this market competition and continue to get the appropriate profit is the key.
Not long ago, the enlarged meeting of the Council of China Automotive Manufacturing Equipment Innovation Alliance (CIAME) was held in Shanghai, and representatives of some automobile companies also attended the meeting.
As we all know, cars are big users in the machine tool industry. There is a saying that at least 50% of the customers of the gold cutting machine are from the automotive industry.
But sadly, domestic machine tool companies rarely enter key areas such as engine production lines. In China's automakers, most of the equipment needed for the four major processes needs to be imported.
Of course, what needs to be stated is that this does not mean the lack of a single high-end machine tool, but the lack of a large number of high-end machine tools industrialized, market-oriented and competitive products. In fact, through the display of major transformation achievements in recent years, we have indeed seen the emergence of a large number of outstanding achievements, and its individual technical indicators are also remarkable. The only regrettable thing is that marketization and industrialization are not enough. In the case of popular sentences, it is not enough.
If the mid-end market cannot form a certain amount, it will be difficult to have market persuasiveness. This is the only way for mid-end products to go up.
The representatives of the auto companies participating in the meeting also frankly said that in recent years, China's machine tool and tool manufacturing industry has made great progress, and the economic scale has achieved rapid growth from small to large, especially in the field of high-end products. With the breakthrough, the main specifications of medium and high-end machine tool products can be covered, and a group of companies with strong market competitiveness are beginning to emerge.
However, there is still a big gap between being able to do and doing well. It can only indicate that there is the ability to make products, but to do well is to recognize the ability of the company from the perspective of the customer, and is willing to pay the cost to purchase the corresponding product.
Therefore, it is the key to whether Chinese machine tool manufacturers can gain a foothold in the mid-market.
Not long ago, a popular "Daguo Heavy Machinery" documentary made people impressed with the Jinan II machine. In the middle of the year, Jinan No. 2 Machine Tool announced that it will once again win a large press line project for Ford Motor's Kentucky plant in the United States following the order for all five large press lines in Ford Motor Company's Kansas and Detroit facilities in the United States in 2011. It is reported that the factory has been using two German-made stamping lines. This time, Ford chose to make it in China.
In fact, in the face of competition from international machine tool counterparts, China's domestic CNC machine tools are obviously "insufficient in the bottom gas", which greatly weakens the advantage of the company's cost performance in the high-end machine tool market.
Here, the connotation of performance is not just a single technique. In fact, there are breakthroughs in various fields of high-end CNC machine tools. For example, five-axis linkages and other technical difficulties that were difficult to achieve in the past are now mastered by many companies, and they are derived from the middle. In the machine tool market, the problem will not be too big.
But the important thing is the craft, just like the feeling when watching the documentary, the spirit of excellence or the habitual professional operation method is the most valuable.
Therefore, as long as the manufacturing process is still short-board, even the best technology will be discounted. As a result, serious illnesses and minor illnesses will inevitably continue. The direct result is that the reliability of machine tool products has become unreliable. When the user only buys a domestically produced medium and high-end CNC machine tool, it is only a luxury to expect a high-end and high-quality domestic CNC machine tool to completely replace the imported machine.
Therefore, it is not easy to do well. However, domestic machine tools should stand in the mid-end machine tool market and win the victory in the transformation and upgrading of the whole industry. It is not only to quickly improve the performance in the forced time, but also to sound the alarm of product reliability.
The mid-end competition in the machine tool industry has intensified
Abstract “Difficulties in demand slowdown, overcapacity, rising costs, and price declines are unlikely to improve significantly in the short term. Although the industry has stepped up its efforts and made some progress in restructuring, upgrading, and strengthening management this year, the profit margin has not yet improved. Reverse the downward trend. This grim reality warning...
“Difficulties in demand slowdown, overcapacity, rising costs, and price declines are unlikely to improve significantly in the short term. Although the industry has stepped up its efforts and made some progress in restructuring, upgrading, and management, the profit margin has not been reversed. This downturn warns us that the pace of industrial transformation and upgrading must be accelerated, and efforts must be made to increase production efficiency and reduce resource consumption."