Changes in the complete machine market
In general, we are now experiencing a state from peak to trough. From this picture, we can see that in the past 10 years, although the sales volume and demand of the industry are rising, the market share of the joint venture brand is declining, facing a very huge challenge.
Changes in stock markets
The stock market is also the basis for the survival of agents. What is the situation of the stock market? In fact, it is obvious that with the gradual decline of the sales of our new machines, the market retention will certainly show a downward trend, because there are fewer new machines and the old ones are gradually eliminated from the market. At the same time, the reduction of the operating rate of the equipment, which depends on the post market equipment, is also a very big challenge for us.
Market coverage costs
Let's take a look at our market coverage costs. I made a statistics. We used to rely on salesmen to run customers and cover the market. How about our costs? Take our company as an example, the cost of each customer that the salesperson sees has reached 315 yuan. The average dispatching cost of service personnel has reached 400 yuan, which is terrible.
Can such a market coverage cost be maintained under the current industry situation? I think many agents are difficult to maintain such operating costs. At this time, we have to reflect on what kind of resources our agents have, and what do we rely on for our survival in this market? Then where is our advantage? What are our weaknesses?
Agent resources
First of all, each of our agents is different from the roadside stalls. We have a sound organizational structure, a high density of outlets or branches, a sales team that fully covers the market, and a service team with high maintenance skills.
These four advantages must be added when the industry is good, and they are also a heavy burden when the industry is in a downturn. Since that is the case, what is the most fundamental thing for us?
Maximize customer satisfaction - full solution provider
Think about how to go through the cycle based on customer scenario requirements. Everything we do is customer-centric. Customers are the only basis for our agents to survive, and also our resources. The only way we can think of to overcome this difficulty is to control costs. In addition, we need to explore customers' needs from the perspective of customers to meet their needs, so that we can reflect the value and existence of our agents.
Therefore, in 2019, we put forward the concept of "customer first". The so-called customer first means that we should analyze customers' needs from the perspective of customers and help them solve their difficulties. This is the meaning of customer first. In addition, we put forward a slogan, hoping to become an irreplaceable solution provider for customers. In fact, many companies are also putting forward this slogan, the so-called unity of knowledge and practice. Sometimes it is more difficult to overcome difficulties and go along this road after putting forward this slogan.
First of all, let's look at the needs of these customers. Let's imagine some customer scenarios. Our main customers of Ansong should be divided into several categories, including mining scenarios, earthwork scenarios, and road scenarios. What kind of needs do they have?
Complete machine product supply chain
First of all, in order to meet the needs of customers, we have broken the situation of acting as an agent of Komatsu's single product since 2019, and gradually expanded our product line, hoping to provide customers with a complete product supply chain. With a rich product line, in the face of such a sharp decline in the excavator market, we have not only the ability to survive, but also the foundation for development and expansion.
One stop service solution
After talking about the whole machine sales, let's take a look at the service. We have launched a "one-stop solution". What is a one-stop solution?
Supply of spare parts: provide adequate sales and services of genuine parts, as well as OEM parts of non key parts, to reduce customer parts and maintenance costs.
Diversified maintenance contracting business development: In addition to the maintenance of Komatsu equipment, we also undertake the maintenance of other brands of equipment, and turn our workshop into a workshop that can repair all construction machinery, not just a small number of products.
Remanufacture: eliminate the worries of customers, meet the needs of users at this stage, and have the qualification of Komatsu certified second mobile phone servicing. With professional and reliable quality, it has won the trust of users.
In conclusion, the market downturn is inevitable, but it cannot be the reason for a company to stagnate. We need to find some breakthrough points in the depressed market, find some profit points, and solve the company's profit difficulties.
