China Elevator Industry Report, 2006-2007
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Currently, the output of China elevator industry grows rapidly. In 2005, the annual output of elevators in mainland China increased to 135,000 from 110,000 of 2004, up by 22.7% year-on-year. Compared to 1980, it increased by 59 times at an average annual growth rate of 17.8%. Mainland China exported 14,000 elevators to 97 countries and regions and imported more than 2,200 elevators in 2005.

By the end of Sep 2006, there are over 300 elevator enterprises that have attained elevator manufacturing license in China. Presently, the industry profits are tending to decline due to the increasingly fierce competition among elevator enterprises and, the medium-small manufacturers only account for 20% of market shares. Elevator enterprises should take measures on industrial development, product, market, marketing so as to realize the sustainable development. During 2005-2006, the profit level of the elevator industry maintains stable, however, the industrial profitability is negatively affected by the decrease of market demand and rampant competition. Regarding market concentration, although the market shares of the top four elevator manufacturers keep high, the number of elevator enterprises is also experiencing an incredible increase.

Statistics of Elevator Output in China, 1980-2005


As far as market competition concerned, there are many influencing factors. The increase of enterprise number, the sharp increase of output and the entrance of foreign-funded enterprises are leading factors. In addition, the highly elastic price, the apportionment of fixed assets and the proportion of varying cost enable the price to have decreasing ability and space, which can also intensify the already rampant competition. And the competition in terms of price, promotion, product and differentiated services will still last quite a long time.

According to the industrial operation and government's related outlines, the elevator industry will develop towards an industry of energy saving, application of new technologies, performance improvement and integration of enterprises and brands.

Elevator purchasing channels and modes will undergo great changes in the future and either the government or the developer will take the domestic elevator brands into account instead of only targeting at foreign well-known brands. The price of residential elevator of Mitsubishi, Otis, Hitachi, KONE, and Schindler will have potential for price decrease, and the price of other brands also could become reasonable after negotiation and integration.

1 Competition of China elevator industry during 2005-2006
1.1 Economic environments
1.1.1 Operation of China construction machinery during 2005-2006
1.1.2 Growth of China economy during 2005-2006
1.1.3 Profit growth decreased of industrial enterprises
1.2 Competitive pattern of China elevator market
1.2.1 Overall production and sales of China elevator industry
1.2.2 Production and sales of China main elevator manufacturers
1.2.3 Demand characteristic of China elevator industry
1.2.4 Elevator import and export during 2005-2006
1.2.5 Price war remains rampant
1.3 Profit of China elevator industry
1.3.1 Status of elevator in the construction machinery industry
1.3.2 Marketing phase
1.3.3 Development and design phase
1.3.4 Service phase
1.4 Development of China elevator supply industry during 2005-2006
1.4.1 Development overview
1.4.2 Development analysis
2 Challenge and transformation of China elevator industry
2.1 Development status
2.1.1 Overall development
2.1.2 Current phase and characteristics
2.1.3 Development course
2.1.4 Five development phases
2.2 Competition appraisement
2.2.1 Market dominated by foreign-funded brands
2.2.2 Causes for structural characteristics
2.2.3 Development course of introducing foreign capitals
2.2.4 Entry of foreign capitals and strategic investigation
2.2.5 Profit acquisition and competitive pattern of multinationals in China
2.2.6 Influences of the development of foreign-funded enterprises
2.3 SCP analysis
2.3.1 Structure
2.3.2 Behaviors
2.3.3 Operating performance
2.4 International competitiveness analysis of China elevator industry
2.4.1 Production elements
2.4.2 Requirements
2.4.3 Supporting and related industries
2.4.4 Strategy, structure and competition of enterprises
2.4.5 Functions of the government
2.5 Independent innovation analysis
2.5.1 Problems in independent innovation
2.5.2 Three innovative modes

3 Development of China elevator industry
3.1 Analysis and forecast of regional markets in 2006
3.2 Eastern China
3.2.1 Distribution of elevator manufacturers
3.2.2 Elevator utilization
3.2.3 Competitive advantages and reasons
3.2.4 Real estate development in eastern regions
3.3 Central China
3.4 Western China

4 Development trends of China elevator industry
4.1 Overall trend expectation
4.2 Future development environments
4.3 Life cycle and business cycle
4.4 Forecast of market pattern and economic benefits

5 Development trend of China elevator market
5.1 Status quo and development trends
5.1.1 Residential elevator becoming the mainstream
5.1.1 Qualitative forecast of elevator demand
5.1.2 Variety structure
5.2 Forecast of elevator demand
5.3 Forecast of elevator production and sales
5.4 Forecast of elevator demand elements
5.5 Price forecast
5.5.1 Influencing factors
5.5.2 Forecast and analysis of price trend
5.6 Import and export forecast of elevator products
5.6.1 Macro situation of import and export of construction machinery products
5.6.2 Import and export of elevator products

6 Operation and competitiveness of major enterprises
6.1 Shanghai Mitsubishi Elevator Co., Ltd
6.1.1 Operating performance
6.1.2 Financial results
6.1.3 Competitive advantages and prospect
6.2 OTIS China Group (including Xizi Otis and Tianjin Otis)
6.2.1 Development overview and operation
6.2.2 Operation and prospect of Xizi Otis
6.2.3 Operation and prospect of Tianjin Otis
6.2.4 Competitive strategy and advantage analysis 
6.2.5 Prospect
6.3 Guangzhou Hitachi Elevator Co., Ltd
6.3.1 Operating performance
6.3.2 Competitive advantages and prospect
6.4 Schindler China (China Schindler Elevator, Suzhou Schindler Elevator)
6.4.1 China Schindler Elevator
6.4.2 Suzhou Schindler Elevator
6.5 Others
6.5.1 KONE China
6.5.1 Huasheng Fujitec Elevator Co., Ltd
6.5.1ThyssenKrupp Elevator (China)
6.5.1 Toshiba Elevator (including Shenyang Toshiba and Shanghai Toshiba)

7 Market segmentation and marketing concept
7.1 Behavior and characteristics of buyers
7.1.1 Characteristic and trends of elevator purchasers
7.1.2 Characteristic analysis of purchasing behavior of real estate developers
7.2 Segmented market
7.2.1 Elevator for hotel
7.2.1 Sightseeing elevator
7.3 Brand investigation and analysis
7.3.1 Survey on customer satisfaction with key elevator manufacturers in China
7.3.2 Survey on customer satisfaction with all elevator enterprises in China
7.3.3 Survey on brand awareness in Chinese major cities

8 SWOT analysis and development tactics of China elevator industry
8.1 Advantages and opportunities
8.1.1 Intense competition and broad market space coexist
8.1.2 Quick access for hi-tech
8.1.3 Strong market demands for elevator, escalator and automatic sidewalk
8.1.4 Broader market potential of elevator reconstruction and maintenance
8.1.5 Professional production of elevator parts tending to rise
8.1.6 Elevator manufacturing costs
8.2 Problems and threats of China elevator industry
8.2.1 Market and policy risks
8.2.2 Medium and small manufacturers will exit the market
8.2.3 Excessive competition
8.2.4 Other problems
8.3 Tactics and strategies
Import and export of elevator products in China, 1994-Sep 2006
Sales revenue of construction machinery industry and elevator industry in China, 1994-Sep 2006
Statistics of elevator output in China, 1980-2005
Milestone of annual output growth of elevators in China
Elevator utilization statistics of eastern regions
Elevator utilization statistics of central regions
Elevator utilization statistics of western regions
Market forecast of major macro economic indicators
GDP growth of China, 1980-2006
GDP growth forecast of China, 2006-2010
Elevator output forecast of China, 2006-2010
Sales area of residential houses in China, 1992-2006
Average price trend of Shanghai Mitsubishi Elevator, 2006-2010
Performance forecast of Shanghai Mitsubishi Elevator, 2006-2010
Survey on customer satisfaction with elevator products in China
Survey on brand awareness in Chinese major cities
Business indexes of China construction machinery industry, 2004-Sep 2006
Profit growth of industrial enterprises, 2001-2006
Structure of China's domestic elevator market, 2005
Export volume of elevators, Jan-Sep 2006
Export value of elevators, Jan-Sep 2006
Variation of elevator import and export, 1994-2006
Sales profit margin of Shanghai Mitsubishi Elevator, 1999-2006
Elevator output by region in China
Number of elevators under operation by region in China
Investment in real estate development and sales of commercial residential building in eastern regions, Jan-Sep 2006
Investment in real estate development and sales of commercial residential building in central regions, Jan-Sep 2006
Investment in real estate development and sales of commercial residential building in western regions, Jan-Sep 2006
Year-on-Year growth rate of elevator output, 1981-2006
Domestic residential house construction, 2002-2006
Average sales price of Shanghai Mitsubishi Elevator, 1987-2006
Output of Shanghai Mitsubishi Elevator, 1990-2006
Price and gross profit margin of Shanghai Mitsubishi Elevator, 1995-2006
Top choice rate of elevator brands in Chinese major cities
Statistics of Steel price in China, Jan 2005-Sep 2006

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