China’s construction OEMs have made strides. Should western firms worry?
08 December 2024
Could Chinese construction equipment OEMs be about to have their moment? A week on from Bauma China, abcg’s Alan Berger and Robert Droogleever explore the shifting dynamic between western construction equipment manufacturers and their Chinese counterparts, with the help of data from Off-Highway Research.
Life used to be so simple.
China’s economy was booming and there were so many massive construction projects going on that selling foreign-made construction machinery to the Chinese was like shooting fish in a barrel.
For years, China alone has been the largest construction equipment market in the world. And, despite having a well-established construction equipment industry of its own, Chinese products and services were, technically speaking, relatively immature – so couldn’t easily gain share outside of their domestic market.
That was then. This is now. That earlier reliable dichotomy is being comprehensively unpicked.
Chinese OEMs are now producing good quality machines and are finding innovative ways to overcome their lack of distribution. This leaves fewer opportunities for Western companies in the (now much smaller) Chinese market, and at the same time opening doors to sales outside of China that were previously firmly locked. This article delves into the latest trends and data analysis to understand the evolving dynamics between Chinese OEMs and their Western counterparts.
Chinese walls: a history
As mentioned above, Chinese OEMs have long faced challenges in penetrating Western markets. Despite considerable efforts, until recently, they struggled to overcome both the competitive barriers-to-entry and the deeply rooted brand-and-dealer loyalty of the major markets of Europe and North America.
It was a very different story in China, however, where – as the market initially embraced crawler excavators (a product Chinese OEMs tended not to excel at) – foreign OEMs thrived. Thinking the party would never end, many foreign manufacturers made substantial investments in China distribution, manufacturing and China-specific products.
This strategy worked like a charm and for years China became the cash cow of many Western manufacturers, such as Volvo CE.
Tides move in both directions
A recent abcg study, using data from industry experts Off-Highway Research (OHR), reveals that the economic tide is starting to change.
Non-Chinese OEMs’ share in China has been steadily declining over the past 6-8 years, reflecting the improving performance of Chinese-developed products.
This shift comes despite a widespread migration from the once-dominant wheel loader towards excavators, where foreign OEMs had the early advantage. The high price/high profit party that non-Chinese OEMs once enjoyed is now over.
Chinese products: 2.0
After scant success at their first attempt, Chinese OEMs are now making noticeable inroads into the European and North American construction equipment markets.
Although data suggests a modest increase in market share (to around 5% in Europe), it marks a pivotal movement for Chinese brands in these traditionally hard-to-break-into markets.
Until as recently as 2021 Chinese OEMs were stuck in a ‘Catch-22’ situation: They struggled to attract dealers because the brands were not recognized by customers, and the brands couldn’t become recognized without good dealers.
This situation has now changed, thanks to an alignment of several stars. The prolonged supply chain shortage that Western manufacturers suffered between 2020-2023 created a vacuum that newly export-minded Chinese OEMs were able to fill. (Nb. Chinese OEMs were also trying to mitigate the effects of a declining home market.)
That’s not the whole story. The quality and performance of Chinese machinery has also seen considerable improvements – and on many levels is now on a par with its foreign competition.
And cleverly, Chinese OEMs have been developing high quality rental and access equipment. Why is this clever? Well, since selling to larger rental companies is a direct sales process, the dealership part of the Catch-22 is avoided – giving Chinese OEMs valuable exposure to end customers – and a crucial foot-in-the-door when it comes to brand building.
Finally, the elephant in the room is… an Indian elephant. Who is going to win the battle for the potentially gigantic and rapidly mechanizing Indian market? Despite western brands being established in India for decades – notably JCB – Chinese OEMs are quickly increasingly their share, indicative of the broader acceptance and competitive positioning of Chinese OEMs in emerging markets.
This might be the competitive battleground of the next decades…
The Chinese are coming…
The developments outlined above may coalesce to mean that Chinese OEMs’ time has finally come – both domestically and in exports markets. Improved product quality, coupled with strategic market access through rental, could enhance brand recognition, the quality of its dealer network – and market share.
One caveat is that we are assuming that no significant trade barriers emerge.
One final point to consider. Given the slow but inevitable march of the construction market towards electrified machines, this will also play to a Chinese strategic OEM strength – cost effective electrified machines. The European car market has seen dramatic growth of Chinese car share due to this same effect, causing significant challenges for the domestic competitors.
Is the construction equipment industry on the cusp of the same disruption?