Japan'S Heavy Machinery Makes The Low-End Market &Nbsp; How Does China'S Sewing Machine Affect Geometry?

Heavy machine to low end

Where is the 200 yuan?

At the end of December 2010, the heavy machine 8100e ordinary sewing machine began to spread to the national market.

Because of the different market prices, reporters in the survey did not know the unified price of this model, but from the perspective of individual markets, the price of this machine did not exceed 2000 yuan.

That is to say, it is now impossible to buy Sewing machines for heavy machines now for more than 1000 yuan, which was a "impossible task" before.

The dealers interviewed by the reporters generally reflected that 8100e would cost 200 yuan more than the ordinary flat sewing machine made in China.

Hefei one sewing machine dealer Wang Jia Wei made a comparison: "in the Anhui market, the price of heavy machine 8100e is around 1300 yuan, while Jack's Mei Yi Da sewing machine only costs 1100 yuan."

To get a better understanding of 8100e, our reporter contacted manager Zhao of Beijing heavy industry 3 months after listing.

He said: "our machine is still adhering to the consistent quality of heavy machinery, easy to operate, strong cloth delivery capability, and the selection of high standard parts, especially in Japan, makes quality management very guaranteed."

Speaking of 8100e, many people in the industry will associate with the 8700 high-end sewing machines with heavy duty machines, and the two functions are closer to each other.

Zhao manager described their differences in this way: "8100e is only 500 times slower than 8700 in speed, and almost everywhere else is the same."

8700 the flat sewing machine has been produced in Langfang, Hebei. This time, the production area of 8100e is slightly "fuzzy".

Before media interviews, heavy duty officials mentioned that 8100e was produced in the 8700 production base in Langfang. In an interview with Zhao manager, this reporter also insisted that 8100e was actually produced in Langfang.

But some dealers have doubts about 8100e's production in Langfang, and feel that Anhui, Zhejiang and Lishui will be more likely.

Some people will ask why they are so entangled in the "origin" problem. People familiar with the sewing machine industry will know that the production area of this machine will directly determine its quality to some extent.

Because 8700 belongs to the mature model. If we continue to use the 8700 production base in Langfang, we believe that this 8100e is guaranteed from production to management.

But if the heavy machinery is a "new way", with a new manufacturer, the quality needs to be talked about.

However, there is no need to doubt the localization of 8100e. Although the quality of heavy machinery should be discounted, it remains to be seen.

But objectively speaking, even domestic production, heavy machinery products also have its advantages, and the 200 yuan you should pay is also valuable.

"Compared with domestic brands, first of all, 8100e will be equipped with some spare parts from Japan. The proportion is not clear now. Secondly, after all, it is a heavy machine product, and the pipeline management and testing system will be stricter and more scientific than domestic ones."

Yang Yian, general manager of Beijing Lingyu Xincheng sewing company, said.

Heavy machinery, as an international big company, has higher operating costs than domestic products, and the value of the "200 yuan" gap on prices is self-evident.

Chen Jin, general manager of Beijing heavy machinery brothers sewing equipment Co., Ltd. added: "heavy machine is less lucky than domestic manufacturers, because their early procurement plan is relatively perfect, many parts procurement has been ahead of schedule, and the price of raw materials has been very high recently. Adequate pre preparation has also increased the bottom price for heavy machines to lower prices."

Market reaction is not big.

"8100e, I have sold less than 50 units on my side, and another 8700 of heavy machinery is still out of stock for a long time."

At the beginning of the interview, Chen Jin, general manager of Beijing heavy machinery brothers sewing equipment Co., Ltd., referred to the sales situation of 8100e.

Similar to Chen Jin's situation, dealers everywhere agreed that the impact of 8100e listing on domestic sewing machine market was not obvious.

Chen Jin said: "the market reaction is also not related to the small amount of 8100e. It is said that their plan is to launch 7000 units in one quarter, with an annual plan of 28000 units."

It is really insignificant to put the 7000 units of this season in the hot market environment of today's sewing machine market.

The supply of goods from last spring has continued to the present and has not slowed down at all.

Yang Yian said, "now there is no shortage of any brand, so long as there are goods, we can sell them.

The head has generally risen by 800 yuan.

Wang Jiawei also said, "there are no ways to choose brands for those factories. They have little choice."

As dealers can see, in such a busy season, it is difficult to highlight the specific market response of heavy machine 8100e.

Because in the sales process, consumers generally only recognize that the goods do not recognize the brand, and have been unable to distinguish the brand distinction according to the sales volume.

Although this time, the heavy machine is the low end of the Chinese brand, but in a stage of "radish fast not washing mud", whether it is the impact of heavy machinery on domestic products, or the resistance of domestic brands to heavy machinery, it is still not clear.

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Ordinary sewing machine is still hot.

As a common sewing machine, why does 8100e take the opportunity to aim at the first attack of the low end of the market in the ordinary sewing machine market? The explanation given by Zhao manager is: "heavy machinery occupied a high market in the high-end market. Under the increasing market pressure, heavy machinery is also trying to develop low-end market in order to seize the market."

Logically speaking, in the tide of pformation and upgrading of Chinese garment enterprises, the computerized sewing machine should be the trend of the times. Moreover, domestic manufacturers are also stepping up efforts to develop high-end machines and improve the technological content of products.

Heavy machine downward penetration, domestic brands climb up, the interlacing on this one is really intriguing.

Where is the market for ordinary sewing machines? Look at what dealers say.

Du Shihong, general manager of Hebei blue sky sewing equipment Co., Ltd., told reporters: "now many clothing enterprises purchase ordinary sewing machine, is out of a pitional period of consideration.

The pformation of enterprises is not accomplished overnight. In the replacement of computer equipment, ordinary sewing machines are needed to buffer them, otherwise the cost is too great.

"Following the industrial pfer in the coastal areas, many of our local workers, working outside the country for a few years ago, have mastered some technology and earned money. Now they are reluctant to go out again, and they have opened small garment factories near their homes in Anhui. These enterprises will still choose the ordinary sewing machine at the beginning. Computer sewing machines will not be easy for them to achieve in the short term."

Hefei dealer Wang Jiawei said so.

Yang Yian said: "with the rising price of raw materials, the shortage of labor is imminent. The normal operation of many enterprises is being tested. When choosing equipment, they will choose cheaper prices."

It can be seen that the market of ordinary sewing machine has not reached the end of the road as everyone imagined, and the introduction of 8100e by heavy machine is probably based on market research.

Du Shihong speculated: "heavy machines may continue to offer cheap computer sewing machines, sewing machines and so on."

It's hard to seize the low end market.

In recent years, the achievements made by Jack, ZOJE and standard brands in common equipment are obvious to all. Compared with foreign brands, the advantages of cost performance are becoming increasingly prominent.

This time, heavy machinery is pushing the low-end market. What people care about is how heavy the heavy machine can impact on the domestic brand site.

Yang Yian stressed in his interview: "to know that heavy machinery does not mean that they want to start a low-end route, but to compete with domestic brands at the same price and compete with domestic brands."

"It can be said that the customers of heavy machines can not be robbed.

For many years, the loyal customers of heavy machinery are big manufacturers, as long as the heavy machine maintains the advantage of living in professional equipment and high-end equipment.

Wang Jiawei said so.

However, some people are worried about whether it will affect its consistent brand reputation.

Wang Jiawei expressed concern: "the reason why people choose heavy machines is that they trust the brand, but now they themselves disrupt the positioning, and the image of heavy machine is also needed to add water.

In today's brand worship, I wonder if they take this into consideration.

Du Shihong said: "customers who like heavy machines do not value their low prices, but their consistent sense of quality, so low prices are hard to be chosen for heavy machines."

For many domestic sewing machine manufacturers, it can also turn passivity into initiative.

On the one hand, the heavy machine advancing into the low-end machine market shows that the strength of the domestic sewing machine brand is strong enough to threaten some international brands, has forced them to take some self-defense measures; on the other hand, the price reduction of the brand like heavy machinery will also provide external stimulation for the upgrading of domestic products, and in the increasingly fierce competition, how can the domestic sewing machine brand learn how to be stronger?