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48CMTM2012.02Features1AnalysisofExcavatorMarketin20112012.0249Features250CMTM2012.02Features32012.0251Features42012.0211CONTENTSP25LookingForwardtoSpringTheMarketProfileofExcavatorinEarly2012-SampleofHunanDistributorsIn2011,thenumberoftheexcavatorsofdifferentbrandssoldintheHunanmarketwas6,334units,adecreaseof8%underthatinthesameperiodoflastyear.Theexcavatorssoldinthefirsthalfof2011was4,454units,accountingfor70%oftheannualsales,whichcontrastedsharplywiththedepressedmarketinthesecondhalfyear.Thisyear,whethertheconstructionmachinerymarketwillcontinuethetumbletrendoflastyear?Recently,CMTMjournalistshavevisitedsomeofHunan’sconstructionmachineryexcavatordistributors,judgingfromthetestingoftheNewYearExcavatorExchangeFairandthepurchaseintentionofnewandoldcustomers,thedistributorsgaveratherdifferentanswersofverycoldandquitenormal.P48MarketAnalysisofExcavatorin2011Astheworldwassufferingthecoldestclimateinrecentyears,China'sconstructionmachineryindustryentereditswintertoo,especiallythesub-industryexcavatormarket,whosesalesdroppedsignificantlyforeightconsecutivemonthswiththebiggestdropof39.8%.Theyear2011wasanextraordinaryyearfortheexcavatorindustry,becauseinthefirstfourmonthsofthefirsthalfoftheyear,thesalesofasinglemonthwasunusuallyhotandsetrecordinitshistory,whileinthesecondhalfoftheyear,thesalesdecreasedrapidlywithanaveragedeclineofmorethan20%everymonth.Inthefirsthalfoftheyear,itremainedthehighpointwiththestimulatinginfluenceof2010,whileinthesecondhalfoftheyear,thedemandsdroppedsignificantlywiththeinfluenceofaseriesofnationalmacro-economiccontrol.Andreviewingtheexcavatormarketof2011,wecanconcludethatinthefirsthalfoftheyear,growingwithafiercemomentum;inthesecondhalfoftheyear,decreasingwithabigdrop;i.e.,restrainingafterrising,whichcanbeatrueportrayaloftheexcavatormarketin2011.P58ChinaMarketAnalysisofRollersandPaversin2011In2011,asChinastrengtheneditsnationalmacro-economiccontrolandlimitedthegrowthofthemoneysupply,inaddition,the4trillioninvestmentswasgraduallycompleted,theinternationalconstructionmachinerymarketwasstillintheshadowoffinancialcrisis,andthesalesofthemajorproductsoftheroadconstructionmachinerymarketinChinaalsoremaineditsupsanddowns.Inthefirstquarterthemarketsalesremainedhigh,butafterashortincrease,themarketsalesofthesecondquarterdeclinedsharplyandtheinflectionpointturnedupandthenegativegrowthrose.Inthethirdandfourthquarters,thesalesdeclinewasintensifiedandthedownwardtrendcontinuedtilltheendoftheyear.Therollermarketoftheyearisjustlikearideontherollercoaster.Thesituationoftherollermarketin2011showedthatChina’srollerindustryhasendeditsover-speedgrowthintheprevioustwoyearsandwillreturntothestabledevelopmentperiodofslowgrowth.