Recently, the 2020 annual reports of construction machinery companies have been announced one after another, and all operating results have achieved substantial growth. And behind the beautiful transcripts, how many achievements have Internet channels such as e-commerce, live streaming, and so on, contributed to the company?
According to statistics, as of April 1, 2021, the construction machinery sector has disclosed the 2020 performance report (forecast). There are 12 listed companies (including: Sany, Zoomlion, Liugong, Sunward, Shantui, Xiagong, China Longgong, Anhui Heli, Hangcha Group, Weichai Power, Hengli Hydraulics, Eddie Precision, etc.), all achieved growth in operating performance. Behind the growth in performance is the pull of national infrastructure investment, domestic and international double cycles, equipment upgrades, and the promotion of stricter environmental protection. There is another part that cannot be ignored, that is, e-commerce, live broadcast and other Internet enhancements have become popular. contribution.
There have been many years of e-commerce in the construction machinery industry. It has gone through several periods from the initial trial of water and e-commerce, to later vigorous construction of shopping malls, and to the phenomenon-level live broadcast of goods in 2020. Up to now, major companies have opened their own official website malls, micro malls, and even APP malls to provide Internet marketing services for complete machines, accessories, and services.
During the 2020 epidemic, many offline activities of construction machinery companies have moved online. The epidemic has changed work patterns, lifestyles, and even business operations. Caterpillar, Xugong, Sany, Zoomlion, Shandong Lingong, Liugong and other construction machinery companies have joined the live broadcast to bring goods, and set up their own live broadcast rooms, which are synchronized on Douyin, Kuaishou, and even video accounts. Open live broadcast.
Liugong's Double Eleven customer carnival won 880 million intent orders; Zoomlion 928 Hi-Sale Festival, with orders exceeding 3.2 billion; Sany's 2020 online Bauma Show, selling 23.489 billion and ordering 26,771 units... .. In 2020, the transaction records will be refreshed again and again, which is amazing, the brilliant achievements of the construction machinery industry in the Internet.
In fact, the complete product of construction machinery is limited by product attributes. The road to e-commerce can be described as bumpy. During the adjustment period before 2014, construction machinery companies gradually began to test water and e-commerce in order to increase the customer acquisition rate, but there was no way out. Due to factors such as high unit price of restricted products, heavy equipment quality, and opaque prices, construction machinery such as excavators cannot achieve direct connection between merchants and users like fast-moving consumer goods. They can only inquire online, connect and transact offline, which is the so-called The O2O model. During this period, many industry platforms including Iron Arm Mall began to emerge, and major companies began to build their own inquiry malls.
Later, with the popularization of smart phones, the application of 4G, 5G networks and mobile phones, and the promotion and use of multi-channel online payment orders, construction machinery e-commerce has gradually formed a mature and unique e-commerce model that has completed online inquiries. The evolution of one-way online ordering is the mode of online ordering and offline transaction.
During the 2020 epidemic, the live broadcast of goods has attracted the enthusiasm of major companies. It has opened up the connection between the mall and the live broadcast room, and also allowed users to feel the charm of products and brands at close range. Companies are also having fun. From the beginning of pure brand communication, to the dual development of brand communication and ordering, it has become more and more mature.
According to the author's statistics, only the activity data reported by major construction machinery companies in 2020 show that the online transaction amount has properly exceeded 30 billion yuan. Among them, XCMG even sold various construction machinery products to the “Belt and Road” countries through overseas live broadcasts; LiuGong carried out nearly 16 goods and sales promotion activities in the first half of 2020, resulting in a total of nearly 6,000 sales orders; and Shanhe Smart, even through online live broadcast, successfully sold a number of Micro Diggers to Japan, successfully opening up the Japanese high-end market... There are numerous cases.
Of course, these achievements are not only contributed by pure online marketing. The online transaction of construction machinery currently mainly relies on offline communication and agreements to convert users in need during the live broadcast. That is to say, the previous offline trade fairs were moved to online, and channel promotion, brand promotion and online order fairs were connected with the help of the Internet.
At the specific data level, at the Hefei Xiangyuan Excavator Sales Over 10,000 Units Ceremony in December 2020, Xiangyuan Chairman Zhou Chijun told the author two data: 40% and 6.5%, representing Xiangyuan. The proportion of pure e-commerce sales of Sany excavators and the proportion of Internet inquiries in the overall transaction data. In other words, for every 100 excavators sold in Xiangyuan, 40 of them have been purchased through the Internet, and 6.5 excavators were purchased purely through Internet e-commerce and live broadcast channels. The proportion is showing an upward trend year by year.
In fact, on mature e-commerce platforms such as Taobao, construction machinery has also entered a mature period. According to statistics, industrial products such as excavators have become Taobao's new 100 billion market. In the past 2020, sales of machinery and equipment have increased by 164%. Among them, Shandong Kenshi Heavy Industry specializes in the production of mini excavators, originally for offline and overseas markets, and opened a Taobao store in March 2020 after the epidemic. In order to increase the popularity of the store, Kenshi Heavy Industry has made great efforts to shoot short videos and broadcast live in the production workshop. The effect is obvious. "In the past year, the store has sold nearly a thousand mini excavators, accounting for 20% of the company's overall sales, with annual sales reaching 50 million yuan." said Wang Bo, head of Kenshi Heavy Industry.
