Four Development Trends of Construction Machinery Industry Channel Construction

The construction machinery industry is a special industry and it ranks higher in the Chinese equipment manufacturing industry. The current distribution of China's construction machinery industry is closely related to China's former strategic location for geography and militarization. China's current manufacturing bases for the four major construction machinery industries, Changsha, Xuzhou, Jining and Changzhou, are basically based on China's former old manufacturing base and state-owned enterprises (Changsha Zhonglian, Xuzhou Xugong, Jining Shantui, Changzhou Changlin). There are basically strategic areas that are closely related to the defense industry. With the rise of the logistics industry, the influence of geo-engineering in the construction machinery industry is getting smaller and smaller, and due to raw materials, market size and transportation costs, various manufacturers are gradually concentrated in the more developed regions of the logistics industry. For example, the Yangtze River Delta region has become Major construction machinery industry has entered a concentrated area. The construction machinery industry agents rely on the big trees of the manufacturers, there is no geographical restrictions, advantages can be fully brought out, and the country's market is also in a balanced state, with the development of information technology, construction machinery channel experience can also Along with passing, copy and learn from each other.

Among the various types of products in the construction machinery industry, excavators are rather special. In foreign countries, the number of excavators occupies the largest share of the entire construction machinery industry, indicating its widest range of uses. It is a basic product of the construction machinery industry and marks a country. The overall level of construction machinery industry. During the whole year of 2010, the excavator industry in China experienced a growth of nearly 70%. The domestic brand, Sanyi, surged up and hit foreign brands, causing the introduction of other domestic brands. The excavator channel improvement plan made by the project team to China is also based on the prospects of the market, so they have invested a lot of resources to build channels. As a project consultant, I studied the channel construction of the construction machinery industry for a period of time, and summarized several major development trends in the channel construction of the construction machinery industry. Four major development trends in construction machinery industry channel construction:

First, factory cooperation. The relationship between manufacturers and agents is not only the previous use of cooperative relations, from the perspective of mutual interests, has risen to the perspective of strategic cooperation. With the gradual popularization of products in the construction machinery industry, the situation where the channel is king appears again in this industry. Take the excavator industry as an example. Sany Heavy Machinery's agents and Sany Heavy Machinery have worked closely together. Sany Group's other products are based on direct sales, and excavators have chosen agents to open the market as soon as possible. In cooperation, agents headed by Hefei Xiangyuan have become the main promoters of Sany excavators that hit 10,000 units in 2010. Since 2011, Sany Heavy Machinery’s sales representatives dispatched to various agents have turned to be representatives of managers of various agents and are responsible for participating in the actual sales and management of each agent on behalf of manufacturers. Sany's executive power is the strongest of all domestic brands, and it is inseparable from the direct relationship with the manufacturers. The strategic cooperation between manufacturers and agents in the construction machinery industry also illustrates the strong guarantee for resource sharing and execution among the plant generations, and it has also become one of the trends in channel construction in the construction machinery industry.

Second, the construction machinery industry channel 4S shop model attention, 31 more types of construction machinery products, the establishment of 4S shop from the other aspects to the buyer to provide a large number of alternative varieties, from the perspective of product serialization to provide a complete set of buyers Recommended services, excavators as the basic products of the construction machinery industry, can be combined with other products to complete the purchase sequence. Like home appliances, some homes are newly renovated and they are ready to buy a hood. However, at the look of Haier's stores, the entire kitchen series of products may create more buying motives for customers. It is the best explanation for expanding consumer demand and buying desire in marketing terminology. Construction machinery industry also has such an example, so simply from the future construction machinery industry 4S shop marketing process, a single excavator brand is certainly not as good as the engineering machinery industry products have all the advantages. Moreover, the main target of the 4S shop in the construction machinery industry is the middle and high-end buyers of construction machinery, which are of higher quality and more price-sensitive than the scattered customers, can obtain higher profits, have lower risk of payment, and have stronger purchasing power. This also verifies why major construction machinery manufacturers are now investing heavily in the establishment of their own strategic plans for 4S stores.

Third, the construction machinery industry manufacturers establish a service brand image. The Sanyi excavator has been playing a service brand in 2010 by valuing the service and quoting the customer's words: "Who's not bad at the machine? After it's broken, it will fight for service, and if someone's service is the best, they can give customers. The best impression is left.” Actually, the quality of Sany’s excavators is not the best of all brands, but from the perspective of the market, its service response speed is the fastest. Sanyueji requires each agent to carry out the construction of the service system, so that the service radius and service response time can be minimized, and it can well cater to the "user-oriented, service-oriented" brand promotion. In fact, the service of Sany is not good, but its service efficiency is the highest. In an eastern country like China, the good attitude is enough to impress customers. The customer is not actually touched by the service level of the 31 excavator. Instead, it is moved by the respect of the customers on the 31 excavator service. Excavator service gold medal title. When the home appliance industry entered the white-hot competition stage, Haier's service-oriented concept was implemented, and immediately it gained an appetite for the market and improved market share. It seems that the Chinese consumer has not matured to a certain extent, and follow-up service can get a compliment. The service-oriented concept has won for a while and is only a short-term behavior. If there is no improvement in quality and quality, no matter how good the service is, it will not win the hearts of more and more mature Chinese consumers.

Fourth, the core of agent service capabilities. During the discussion with colleagues, the author once assumed a situation that the commercialization of China's logistics industry and the network had reached a certain point. Whether there will be manufacturers selling construction machinery products, and the function of the agents will degenerate into only a kind of logistics warehouse. And provide after-sales service function? For example, after the online shopping for electronic products, the local distribution network will only become an after-sales service network. Although the construction machinery industry is not so extreme, it is not difficult for the major agencies to pay more attention to the climax of the post-market construction of the construction machinery industry. As a construction machinery industry agent, there is no service network throughout the region. It is no matter how good it is. In the eyes of manufacturers, it is only a transit warehouse and a capital-occupied channel. An agent can rely on the sales level to be able to achieve sales in a province, but without the core competitiveness of service capabilities, the service can not be guaranteed. If the purchaser raises doubts about the service brand, the manufacturer will also cancel its agency right. The excavator industry is not yet mature. Agent sales networks can replicate each other and even excavate corners. Even the best sales network can offset its advantages through promotions. However, service capabilities are not in a short time. Must be able to copy over. Therefore, the construction machinery industry agents must upgrade the service competitiveness to a certain level, and ensure that the service and the sales are equally important, and that they can guarantee the rapid and better development of the company.