How does engineering machinery digest huge stocks?

Since the beginning of 2013, the signal on the recovery of China's construction machinery has become increasingly clear. However, people in the industry generally believe that due to problems such as the incomplete start of urbanization, social capital tightening, and the serious export situation, leading to the recovery of the industry. A lot of variables.

In addition, some important issues that have always weighed on the development of the industry have not yet been well resolved. For example, the huge inventory of products in the market, the lack of end-user confidence in the purchase of new aircraft, and the decline in net profit earned by companies, we are therefore expecting the industry in the spring. When it comes to the next time, can not help but ask China's construction machinery companies are really ready? And what to do in order not to repeat the same mistakes?

Deepen service and win market trust

In the market, customers’ trust in products is the cornerstone of the sales relationship. Due to the overdraft market in corporate marketing in the past, it deviated from the actual market demand and led to the “two-wounded” situation between manufacturers and customers. Large damage to the market's end-user confidence in the purchase of new products, and now it began to translate into resistance to new machine sales. How should manufacturers regain customer confidence and build loyal customers of branded products?

Undoubtedly, deepening the quality of service and level of service to customers will be a good beginning for future manufacturers to regain market confidence. For example, some manufacturers have started to make efforts in this area. For example, Zoomlion, Sany Heavy Industry, and Chery Dekai have all increased their service and visits to end customers. The unique service activities and service plans are intended to provide a one-stop service experience for those users even in remote areas, shorten the maintenance and repair time of equipment for these actual users, and provide the best for customers. The solution allows the customer to obtain maximum economic benefits, and ultimately establishes the customer's confidence in purchasing new equipment and becomes a loyal customer of his own brand.

In addition, the new urbanization construction is very different from the past. It is more inclined to reform small and medium-sized cities, the construction of urban clusters, and investment in small and medium-sized construction projects related to people's livelihood such as agriculture, forestry, and water conservancy at the township level. Compared with traditional central cities, these areas have the characteristics of scattered market distribution, inconsistency of equipment, and insufficiently developed transportation and logistics. As a result, there are few regular parts and repair factories in the region, so users in these areas are more likely to expect equipment. Manufacturers can provide timely and rapid services, and with the advancement of new urbanization, the purchasing power of these users will be greatly improved and they hope to have more equipment. The domestic main battlefield of construction machinery may also shift to these regions along with the wave of new urbanization. Therefore, it is better to provide appropriate services according to their actual needs. It will be the pre-sale and post-market of the region in the future. Follow-up to master more initiative.

Technological innovation brings better profits to the company

Due to the influence of various factors, the profitability space of domestic construction machinery enterprises is constantly being compressed, especially the reduction of the net profit of single product sales. We can see that the sales profit of new vehicles may continue to decrease or even decrease to zero according to the development process of the automotive industry. Then the profit of the market will determine the profitability of the host company. For example, in a special report on the visit to Hitachi Construction Machinery's European factory, this site mentioned: Hitachi Construction Machinery's main plant in Europe is small, but its parts warehouse is very large. Its parts center covers an area of ​​100,000 square meters. , It can store 70 million euros of accessories at ordinary times, with annual sales of 120 million euros. Hitachi Construction Machinery's assessment of the agency's factors is that the profits of its parts and services accounted for the proportion of business operations. If the ratio exceeds 100%, it proves that the agent has not bought a machine and can make money. At present, in several regions of Hitachi Construction Europe, the ratio is between 35% and 135%. However, due to different market conditions in different countries, the proportion of Chinese agents is still relatively low.

It can be seen that whether or not the aftermarket is the main body of corporate profits is a measure of whether a country's construction machinery market is mature or not, which can help enterprises to obtain more profits, and China's construction machinery companies want to accelerate the improvement and improvement of their own Aftermarket construction, technological innovation will be a key link, because only more innovative design and technology patents can guarantee the profitability of the market, especially for parts and components of construction machinery. Therefore, to achieve a better profit model for a company, it must rely on improving profitability in the post-market to reduce its dependence on new machine sales. The company's independent innovation and core technology upgrades will bring a better future for the company.