Recently, many of the two mobile phone practitioners have been "idle", and many people in private give me a lot of telephone consultation. Many brothers know that I am too busy to disturb me as much as possible. I can communicate with me when I really can't get through, so I realize that there are many brothers puzzled at this stage. Since there is a lot of confusion in the off-season, I hope I can share some ideas that may help you. The following views are purely personal and only for reference.
Let's look at some cases first. We can see if we have similar problems.
Case 1
Some two mobile phone dealers because of overstock overstock, slow digestion speed is too slow, in order to reduce the cost of funds, mobilize the low price of friends (according to the price or even lower than the original price) to handle the hand equipment.
Case two
An intermediary (hundreds of units per year) responded to me, and so far this year, although the volume of sales has not declined, the average profit decline is an undisputable fact, and the energy spent on each transaction equipment is far more than last year.
Case three
A car dealer responded that he had expanded his team and earned a lot in the last two years when the market was good. But now buyers are more and more smart, good goods are not good, bad goods are more difficult to sell, and later troubles are more (users' professional degree and awareness of safeguarding rights are strengthened). Now the team is available, but it is hard to build a higher level. If we can keep the profit last year, it will be very good.
The state and degree of "hard" and "light" are different for every two mobile phone practitioners. In this general trend, how should two mobile phone practitioners respond?
First, adjust the state of mind
Think of the two mobile phone business as a long-term business and think about the current situation in the next 3-5 years.
Why is it the first thing to write about mentality, because this is the root of all appearances. Take the brother of the third case as an example. In fact, he is a group of practitioners who have developed very fast in recent years. In fact, in fact, many people admire them very much, but his own confusion is getting bigger and bigger. Why? The key is the state of mind.
In any industry, there will be a cycle. The growth of a team is not the only indicator of profit. Last year earned 5 million. Must we earn 10 million this year to represent growth? In fact, it is not. This we go to see the engineering machinery's leading enterprise Caterpillar's financial report can find that Carter will have negative growth, but the overall trend, Carter is always growing. Just like Buffett's investment philosophy, because of focusing on long-term investment, Buffett became a "stock god."
If you define 3-5 years as a cycle of self development, what changes will it take in the next 3-5 years? What kind of business do you want to be? What kind of position do you have in the industry? With this mindset to think about the "pale" now, you will find that "light" is not necessarily true, "light" may be a better opportunity.
Two the nature of the mobile phone industry is actually "buy back and sell", so most people's mentality is "short line thinking", but if you focus on the long-term, you become the leader of the industry, the opportunity is very big. "If you want to think more effectively, you must first get your fist back!"
Now, what specific aspects can be taken to deal with this situation?
Two, internal work
Make team operation more refined
During the peak season of March, we all focused on "refurbishing" and "selling machines". There was no time to think. In the off-season, it is a very good opportunity to enhance the team's operational capability.
In addition to sighing, is it possible to combine its own sales situation, combined with the industry's new sales data, other peers' sales, analysis and analysis of what the next step should be to focus on what brand, model, color model?
Can I contact you on the line of supply? How can we cooperate more deeply? Some goods come back because the price is high, or if the supply line is not reliable, then how should I adjust it in the future?
In recent years, the end users who buy your equipment can call to ask, what's the latest market situation? What can I do for you? What do they think about the future of the industry? No matter how the industry changes, the ultimate source of change is the needs of end-users. For example, in some mines, the 3 head excavator is not enough. If you go into the 3 head, sell it to anyone.
What money did you earn in the first half of the year, and what money did you spend? Can you live and find a professional to analyze the data and see how to reduce the cost and efficiency through data? On the one hand, money is earned, and on the one hand it is also saved.
What is the contribution of each person in your team? Who are going to be eliminated and what kind of talents should we focus on? What's the team's short board at the moment? When the world cup was in full swing, all the big European giants without competition were strengthening.
Three. Sales
Fast forward, fast out, as much as possible to make boutique machines, marketing mode must continue to innovate.
If you enter the two mobile phone industry before 2012, you should have felt the "bitter" of that stage in 2012. Because of the sudden "big dive" of the industry, the price of goods collected before the year will fall by 20% after the year. Do you not sell it? Down to 30%, not yet? Hate to fall to 50%. The more the stock was hoarding, the worse the loss. At that time, many stall operators in Xushui had withdrawn from the industry because of the collapse.
But, what kind of people have passed the crisis? First of all, people who are fast coming fast, they adjust very fast, speed up the shipment, and do not say that the previous one earn 50 thousand, now we have to make so much, less or not, even lose a little, but it is important to accelerate the return of cash.
What kind of people are comfortable at that time? It is the person who makes the best machine and can do the lease. The machine with poor color will not sell well when the market is bad, and it can only be put there, and it can not be done if it is taken out. But part of the quality machine, the off-season to pull the equipment out of work, even if a little rent, but the price of a lower price is lower, the second rent income can offset the price drop even more than the decline, the overall calculation is still to make money. When someone else loses, you lose money and even make money.
The above is a summary of the experience of 2012. By 2018, 6 years have passed, and the industry has also undergone great changes. Even if the industry is declining, the situation is quite different. The number of people who make two mobile phones in 2012 will be doubled at least 20 thousand. Therefore, from the sales point of view, the marketing mode must be constantly innovating.
Take a few ideas and think about it by yourself
Will there be no after sale for the mobile phone?
Must not be refundable?
Do you have to use money to buy two mobile phones?
Do you have to sell your two mobile phones to make money?
Do you have to sell two mobile phones to make money?
Four, "get the end of the world" premise
Improve the ability of comprehensive service and service consciousness
"Get the terminal is the world", this is what I often say to the brothers of the industry. In this industry to do two mobile phones, whether you are doing one hand intermediary, second-hand three hand intermediary, simple car dealer or car dealer + repair factory + lease +, all the source of profit come from where, it is from the end users. Does the middle link need? Yes. Do you need so much? It certainly doesn't need. So, who will be closer to the terminal in the future, the more the end users will be, the more prominent they will be.
So, how can we relate to more end-users? Even turn users into your fans?
First, you have to find more users, whether to buy the end user list that is useful to you or to add the end user's WeChat group, because from understanding to the relationship (transaction), there is a process and conversion rate, the number of users you master is not big enough, and the final number of intersection must not be gradually improved.
Secondly, after contacting these users, you should occupy the minds of users by setting up your brand positioning. When I was on a business trip in Hainan, I met an end user of his own engineering and excavator leasing. He asked, "is Zhejiang your alliance? I think he did a good job of doing two mobile phones. I asked him why he thought the Zhejiang member did a good job, because WeChat often saw his friends circle.
In fact, I told a lot of two mobile phone practitioners in private, we must pay attention to their friends circle, in addition to the sale of information, but also to convey the values of your company, the team, business ideas, preferences, but also to pay attention to not the same, work and life, through the content of the circle of friends, let big. Home to remember your "three key words", such as "this guy is to do more than 40 tons of big excavators, do more than a large, customer recognition is relatively high", the downward extension, the customer will naturally think, "I want to buy and sell more than 40 tons of the machine, I can find him." Of course, the circle of friends is only a way of occupying the mind of the user, and how to do it through short message, telephone, internet promotion, face-to-face communication, and so on.
Again, try every means to get in touch with users. In fact, at the user's point of view, they have one or two needs to buy and sell two mobile phones at most a year. If only the relationship between two mobile phones is bought and sold, they can't make them your fans. Here are a few ideas, for example, if you are a maintenance or service source, you can fully publicize that you can help them provide free advice for maintenance and to publicize successful cases. Then he may think of you when there is a maintenance problem. You help him once, and he may think of you next time there is a demand for business. Also, people who do excavators may prefer models, you can sell models, sell models without making money, even introduce a message to the model, but as long as you cooperate with him once, even only 100 yuan of cooperation, the trust degree of the future cooperation is completely different. There are a lot of similar cases or ways.
Five, pay more attention to macro dynamics, industry data and news.
First, let's take a look at the latest sales data of new excavators excavated by Machinery Association of China Construction machinery industry.
In June 2018, excavators sold 14188 units, up from +59%, -27%, and 120123 cumulative sales in 1-6 months, representing a year-on-year +60%. Among them, Sany sold 3155 units, +84% and -27% over the same period of +64%; Xugong sales were 1589, +82% and -36% compared to -36%, 1037 sets of willow sales, +113%, -19%, and +91% over the same period.
Two mobile phone sales fell, the new machine is still giving power. What is the reason? Let's take a look at the conclusion of an analytical organization.
The intrinsic driving force of the recovery is different from the "four trillion" cycle in 2011, and the internal dynamic cycle of upgrading and upgrading is better, and the recovery is expected to be maintained to 2019-2020 years. With the start of the second half of the second half of the year, as well as capital investment, real estate investment have a greater speed down pressure, is expected to appear in the second half of the month sales growth decline, the annual growth rate in the 25-30% range, this round of recovery is expected to continue to 2019-2020 years. The main reasons are three:
(1) the demand for construction machinery is resilient: in 2018, the total volume of excavators is estimated to be around 18-19 million, slightly exceeding the peak of the peak of 2011, but the absolute value of real estate investment and infrastructure investment in 2017 is 1.78 times and 2.58 times in 2011, and the huge construction demand needs the number of construction machinery. ;
(2) the average wages of workers in the construction and agricultural sectors are rising rapidly: the construction industry and the agricultural sector are the two sectors of the traditional labor force. The average wage statistics of the workers in 2017 are up 73% and 87.5% respectively, compared with 2011. The significant rise in the wage level means that the construction link needs to improve the personnel. The trend of replacing human with efficiency and machine has been formed, and the demand density of engineering machinery and equipment will be further enhanced.
(3) the renewal of stock and the pressure of environmental protection bring the demand: the renewal cycle of the construction machinery equipment is generally 6-8 years from the peak of the 2011 sales peak in the past 7 years, and the environmental policy pressure also stimulates the upgrading and replacement demand of the construction machinery. In 2019, as a post cyclical demand for construction machinery, concrete machinery and truck cranes are expected to usher in the peak of equipment renewal in 2019-2020 years.
In the above paragraph, some people are paying close attention to it. Some people just glance at it. What can we see through this passage? What can you think about?
Let's think about it.
In the 2017-2018 year, what kind of new machines are sold in your area? Have you ever analyzed it? How to make use of these holdings and how to plan them ahead of time?
Manufacturers and agents all pay more attention to the two mobile phone business, two mobile phone attitude from "moderate loss" to "gain profit", what is the opportunity for two mobile phone practitioners? How can we use our own advantages to form deep cooperation with manufacturers and agents to control more sources of goods and customers?
Environmental protection is being investigated everywhere, and the trend of emission upgrading is the general trend. With the strict implementation of the state three, Beijing has to upgrade to the four standard of non road machinery. How will your product layout and business layout be borrowed?
Many people feel that these macroeconomic policies and industry data have little to do with themselves, but the construction machinery industry itself is a policy driven industry. When most people do not pay attention, you can know and layout ahead of time.
Macroscopically, we should also pay attention to...
