An epidemic crisis brought huge impacts from all walks of life. For some people, the crisis may be an opportunity to create glory, but for others, the crisis may also lead them astray and cause their careers to collapse. So, what opportunities should our practitioners in the forklift industry seize?
Strictly speaking, the forklifts and related products that we operate are closely related to the economic level of the entire society compared to earth-moving construction machinery. Lan Jianping, president of the Zhejiang Provincial Institute of Industry and Information Technology, said that the impact of the epidemic on various industries can be roughly divided into three waves: the first wave of heavy hits in tourism, aviation, entertainment, catering, hotels and other industries, the short-term losses are expected to be the highest Up to 90%. The second wave of impact on retail, wholesale, logistics, real estate and other industries, the short-term maximum loss is expected to reach 30% to 60%. The third wave affects the manufacturing industry, mainly caused by factors such as delayed resumption of work, slow sales, blocked imports and exports, insufficient labor, and broken supply chains. From the above analysis, we can see that the second wave and the third wave are industries that are strongly associated with our forklift industry. Among them, small and medium-sized enterprises are the most affected. The survival of small and medium-sized enterprises will enter hell-level difficulty, and they are precisely the main force of our forklift demand. Entrepreneurs of small and medium-sized enterprises will face risks such as increased costs, delayed delivery, lost customers, and loan defaults. During the long-term capacity “vacuum” period, small and medium-sized enterprises are under tremendous pressure. The rents, loans, taxes, employee salaries and other series of rigidly needed expenses will pierce the body of the enterprise like a long sword. These costs are very likely to disrupt the pace of enterprise development, and companies with weak pressure resistance are likely to fall at this moment.
Through the above analysis, we know that within a certain period of time, it will have a greater impact on SMEs, and more and more SME owners will have short-term operating liquidity needs, which will force them to further compress fixed asset investment and be more cautious Treat stretched cash flow. It will also make them use more flexible ways to deal with the investment after the economy gradually recovers, thus affecting their investment decisions for a long period of time. And this factor is precisely what our forklift truck peers need to seriously consider and face. We have reason to believe that whoever owns the key will be able to open the door to rapid development.
So what is this key in the forklift industry? We think it is finance! The most urgent need for these SMEs today is the hunger for funds. If we can help the customer consciously and purposefully, obtain the forklift by short-term instalment, or obtain the right to use the forklift by long-term operating lease, it will help the customer's cash flow and will help the forklift agent. Obtain a huge advantage in market competition. As analyzed in an article of "Zhongcha.com": From the perspective of post-disaster estimates, the state is bound to increase its loans and support to enterprises. But history and experience tell us that the flow of capital support usually takes precedence over central enterprises, state-owned enterprises, listed companies, and high-tech enterprises that represent future trends. Most small and medium-sized enterprises or traditional manufacturing industries have relatively limited support. This means that the capital chain of most small and medium-sized enterprises will be affected, and their purchasing capacity may be weakened. Even if they receive financial support, these companies will use loan funds very carefully. Large enterprises have the opportunity to enter a stage of rapid recovery and expansion. This is an opportunity for forklift manufacturers with a solid channel base and strong sales capabilities for large customers. Forklift companies with weak channels and mainly small and medium-sized customers have had a difficult year.
In the crisis, knowing how to design marketing methods as the entry point for the pain points and difficulties of target customers will enable our forklift business to grow rapidly. The timely adjustment of their business models by small and medium-sized forklift companies and forklift agents will bring new opportunities to the development of enterprises, and will also enable them to form unique competitive advantages in the market, optimize their business structure, and increase the granularity of professional services , So as to obtain wider business opportunities and improve the level of inherent business.
In previous years, the peak season of forklift sales was in March, April, and May after the Spring Festival. Through analysis, we believe that this year's peak sales season will be moved back appropriately. As a forklift OEM and agent, it is possible to grasp The recovery of the market will have a huge impact on overall sales this year. After the epidemic is alleviated, the demand for logistics equipment is still there. The important thing is how we review the situation, change and optimize the business model; how to guide customers and trigger actual demand. The crisis is the same for all forklift industry practitioners. The difference is the way to deal with the crisis. Of course, the results will also be different.
As the government's various support measures have landed one after another, we believe that the impact of the epidemic is only temporary, and the spring of the forklift industry will surely come!
