桥架行业压力重重，勉强生存靠什么？

时间：2018-12-07

对电缆桥架厂来说，今年是非常艰难的一年。昆明桥架厂家销售数据显示，大部分昆明电缆桥架厂家上半年生意还可以，但销售增速非常小。特别进入9月，连传出昆明电缆桥架厂倒闭关门的消息。中小厂家随时准备关门出局风险。电缆桥架行业刚有转晴趋势又逢连雨绵绵。行业雨雪交加，内部痛点丛生，亟待解决。

桥架高价格与低利润

尽管这几年来采购需求不断攀升，对大多数采购者来说，电缆桥架依旧属于大件集中采购产品。特别是四川桥架采购者对电缆桥架产品的质量、外观、功能等硬指标的要求水涨船高，在价格上却更加精打细算。

电缆桥架企厂家毛利润背后是惨淡的净利润。就算是在火热的定制桥架领域，厂家净利润也只能达到3%~7%，优质厂家也低于10%，与其迅猛的发展势头严重不符。

采购者谴责厂家暴利，厂家却入不敷出。钱都去哪了？无外乎被一系列隐形成本给“吞吃”了：电缆桥架门店厂房租金、桥架产品包装和运输、各项标准认证、参展费用、人员成本（包含设计、生产、运营、售后等多部门）、产品包装费用（营销、宣传、*），种种成本的叠加，吞噬了企业的生存空间。对新渠道的探索也在榨干企业仅剩的一丝利润。

针对这一痛点，已有厂家给出相应解决方案：如实现电缆桥架生产标准化、信息化，实体店借助其他配属产品搭配来增加利润等。

商品价格永远是企业与消费者之间难以调和的矛盾点。供大于求的市场环境下，在压低成本的同时，如何让消费者真正认可商品价值，让产品拥有自己的核心竞争力，是厂家需要思考的问题。

市场同质化现象严重

那么，电缆桥架厂核心竞争力怎么打造？除了产品钢板厚度保证外，售后服务更要与竞争对手拉开差距。

当前，昆明市场上不同桥架品牌的产品同质化现象严重，很少出现有创新的厂家加工生产。厂家与厂家之间拉不开生产成本和质量，采购者找不出桥架产品之间外观、用材、功能的差异，对厂家的衡量标准下降到单一的价格上，迫使企业打价格战。

零售店扩张与生存

开电缆桥架直营店可谓是烧钱的生意，多数厂家还是依托市县经销商经营。中小厂家难以维持生计，大品牌桥架厂则往往是在渠道扩张的道路上冒险。单从今年上市企业半年报来看，多家企业的大额支出都是用在企业并购、渠道扩张、新品牌运维等方面，用以尽快抢占市场份额。快速扩张的背后是企业资金链断裂的风险，譬如今年8月爆出破产的几家大企业，均存在盲目扩张的现象。

Bridge industry is under heavy pressure. What does it depend on to survive?

This year has been a very difficult one for cable bridge plants. Sales data of Kunming Bridge Frame Manufacturers show that most of them have good business in the first half of the year, but sales growth rate is very small. Especially in September, the news of the closure of Kunming Cable Bridge Works came out. Small and medium-sized manufacturers are ready to close their doors and leave the market at any time. Cable bridge industry has just turned sunny and rainy again. Industry rain and snow, internal pain, urgent need to be resolved.

Bridge Overhead Price and Low Profit

Despite the increasing demand for procurement in recent years, for most purchasers, cable bridge still belongs to large-scale centralized procurement products. Especially, Sichuan bridge buyers are demanding higher quality, appearance, function and other hard indicators of cable bridge products, but they are more careful in price.

Behind the gross profit of cable bridge erection manufacturers is a bleak net profit. Even in the hot customized bridge field, the net profit of the manufacturer can only reach 3%~7%, and the high-quality manufacturer is less than 10%, which is seriously inconsistent with its rapid development momentum.

Buyers accuse manufacturers of profiteering, but manufacturers can't make ends meet. Where have all the money gone? It has been swallowed up by a series of hidden costs: rent of cable bridge shop, packaging and transportation of bridge products, certification of various standards, exhibition costs, personnel costs (including design, production, operation, after-sales and other departments), product packaging costs (marketing, publicity, endorsement), and the superposition of various costs. It has swallowed up the living space of enterprises. The exploration of new channels is also squeezing out the remaining profits of enterprises.

In view of this pain point, some manufacturers have given corresponding solutions, such as realizing the standardization and informationization of cable bridge production, and increasing profits by using other matching products in physical stores.

Commodity price is always a difficult contradiction between enterprises and consumers. In the market environment of oversupply, how to let consumers truly recognize the value of commodities and let products have their own core competitiveness while keeping down the cost is a problem that manufacturers need to think about.

The phenomenon of market homogenization is serious

Then, how to build the core competitiveness of cable bridge plant? In addition to product steel plate thickness assurance, after-sales service and competitors to open the gap.

At present, the product homogeneity of different bridge brands in Kunming market is serious, and there are few innovative manufacturers to process and produce. Production cost and quality cannot be separated between manufacturer and manufacturer. Buyers can not find out the differences of appearance, materials and functions between bridge products. The measurement standard of manufacturer is reduced to a single price, forcing enterprises to fight price war.

The Expansion and Survival of Retail Stores

Opening cable bridge directly operated shops can be said to be a money-burning business, most manufacturers still rely on distributors in cities and counties. Small and medium-sized factories can hardly make a living, while large-brand bridge factories often take risks on the road of channel expansion. From the semi-annual report of listed companies this year alone, the large expenditures of many companies are used in mergers and acquisitions, channel expansion, operation and maintenance of new brands, in order to seize market share as soon as possible. Behind the rapid expansion is the risk of the rupture of the enterprise capital chain. For example, in August of this year, several large enterprises burst out of bankruptcy, there is a phenomenon of blind expansion.

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