2021 New Year Message: Face Reality, Take Positive Action

Park Bo-seon, General Manager of Beijing Smart technology Co.,ltd.

　　In 2020, the company’s Doosan Machine Tools business saw a substantial year-over-year increase in sales. This was largely attributable to our ability to accept the reality of the crisis—stemming from regional lockdowns and disruptions to economic activity—at the onset of the COVID‑19 pandemic and to take decisive, proactive measures. In response to the pandemic’s impact on key industries and regions, we promptly adjusted our direction and strategies. Meanwhile, the vigorous rollout of online marketing initiatives and a range of sales tactics further bolstered sales growth. From the initial shock at the pandemic’s outset to its gradual easing, the situation has fundamentally reshaped our operating practices. Face-to-face interactions that were once commonplace have been replaced by virtual video conferences, online training sessions, technical exchanges with customers, and even webinars. Although expanding into new markets and acquiring new clients proved challenging, we were fortunate to see many longstanding customers proactively reach out to explore collaboration, driven by their need for shorter lead times and a trusted brand. Our company’s inventory‑based sales model gives us a significant edge in delivery timelines, while our engineers are fully prepared to handle installation and commissioning for multi‑tasking machines, five‑axis machines, and highly complex or extra‑large machine tools. Even when on‑site support from overseas technicians is unavailable, we can still resolve issues effectively. As a result, rather than hesitating or giving up during this period of uncertainty, we acted with greater decisiveness—and ultimately reaped the rewards.

　　2021 may not be a year of clear prospects. For now, the negative impacts of the COVID‑19 pandemic will persist, and Sino‑U.S. tensions—and the resulting trade frictions—will continue. It remains difficult to predict the factors that might reignite demand for automobiles, smartphones, and consumer electronics. It is also unclear whether sectors such as construction machinery will keep driving demand for machine tools. Nevertheless, overall sentiment remains positive. With the easing of the pandemic coinciding with rising disposable incomes, automobile demand has picked up. Looking ahead, economic prospects post‑pandemic, a buoyant stock market, and broader consumption growth bode well. We are preparing for 2021 with confidence. At the same time, facing reality head‑on and taking decisive action remain key.

　　So what are the major trends for 2021? Overall, 2021 will see a recovery from the shock of the COVID‑19 pandemic, but it will not simply return to the past; instead, it will shift onto a new trajectory. Among the many forecasts already put forward, the following deserve particular attention: (1) the trend toward localization, (2) technological competition, (3) the growing role of the state and governments, (4) the rise of public health concerns, and (5) environmentally conscious behavior.

　　In terms of machine tool demand, the importance of state-owned enterprises will be even more pronounced than in the past, while the share of foreign-invested firms will decline. Compared with exports, domestic demand will account for a larger share, and the proportion of demand for medium- and large-sized machine tools will also rise. In the automotive sector, where technology transfer is driven by environmental considerations, it is unlikely that large-scale investments will materialize. Meanwhile, the growing share of new energy sources and the ongoing global economic downturn will continue to pose challenges to investment in the energy sector, including oil. Additionally, industries under strong government guidance, such as aerospace, deserve close attention.

　　Precisely because governments and civil society actors across countries differ dramatically in their understanding of the crisis and in the measures they have taken, the notion that “too much is as bad as too little” no longer holds. We must go beyond mere expectations, surpass what is anticipated, and take proactive action.

　　About Shenming

　　Beijing Smart technology Co.,ltd. is a provider of comprehensive solutions that integrate the sales and service of Doosan machine tools, CNC machine tool and robot integration, automated assembly line manufacturing, smart factory construction, and complete sets of equipment centered on TIC grinders and Qixing large-scale CNC milling machines. Its products and solutions are widely used in the manufacturing sectors of passenger cars, commercial vehicles, construction machinery, and aerospace.