All our industry enterprises are in this process, such as the policy cycle, technology cycle, and industry cycle. We also have cycles. There are good times and bad times, and there are times to make money and times not to make money. As for the post market, we have to go through such a cycle, because we have been entering the market all the time, and relevant training and specific work have to be carried out. The market is very sad now. Many companies even move their offices to the house to reduce costs.
Facing this situation, where will post market enterprises go? I personally feel that cycle crossing is an opportunity and a key. Whether we can cross the cycle depends on our current development. Some people say that it is very simple to go through the cycle, pay salaries, take precautions, and be long-term minded. In the 2022 version of Marketing Management, Kotler said that the evaluation of growth opportunities includes three points: planning new businesses, closing old businesses, and reducing the scale of existing businesses. I think the OEMs should also consider these three points when facing a post market.
This speech is mainly divided into two parts: the first part is the industry and social background of the post market of construction machinery, and the second part is that the future development of post market enterprises should return to the origin of business. In my opinion, the current situation of the whole machine sales industry is the result of the unstable competition pattern of the OEMs and the switch to the product economy price system in order to excessively pursue market share.
Because I have been communicating with various brands and provincial OEMs, the current tasks of some stocks are still increasing. In order to complete the manufacturer's indicators, we should first understand our current situation and look at two data:
Working hours of Komatsu excavator
Starting hours of Komatsu excavator from January to September 2017
The operating hours of Komatsu excavators over the years have declined for 10 consecutive months from October 2020 to now until August.
The second data is Pangyuan Index, to understand the state of the real estate market this year.
one
Wang Jianlin's words three years ago were verified one by one: "The current supply of land and the stock of housing have led to the inability of many local projects to sell; in addition, in the past two years, local debt has continued to grow, and local governments mainly rely on the sale of land to pay off debts. In this case, the supply of land and real estate has been further amplified. These two factors have led to an oversupply of the market. Except for hot cities, other cities will not need to regulate in two years" 。
At the same time, the underlying logic of the next development of the construction machinery industry can be more clearly understood from the following aspects: the supply and demand relationship and the competition pattern.
two
Please think about this: why is the industry performing so poorly in the context that the number of projects has not decreased too much in 2021 year on year?
Now, in some cases, there is no project, but no money. Even some large suppliers need to advance funds for this project. After the advance payment, there is no timely payment collection, which leads to the situation that some creditor's rights are expected to live in the downstream.
Then look at the domestic export data:
According to the customs data of excavators and loaders in the first half of 2022, domestic export business has developed rapidly. Please think: How long will the export business of construction machinery with extraordinary development last? How long can the opportunity window last?
How to do in the future? In the context of industry downturn, OEMs, as leading enterprises in the industry, should guide and support the post market business of agents. After years of shouting about the post market, in fact, many still remain in the appeal and slogan. Not only that, but also some OEMs and agents are cutting back on post market personnel and business.
Therefore, I believe that the future development of post market enterprises should return to the original point of operation. What is the origin? What is the starting point of our industry market? Why did you do it? What factors should we pay attention to? This is what we should think clearly, that is, the starting point and the origin.
For our construction machinery industry, I think from the perspective of users, not only the services of factories and agents, but also the services of the society. They are also strategic users, and also a very important part of our overall services and users.
With the help of the speech, I would like to appeal that among the three major factors of the professionalism of the maintenance enterprise, the core is the technician. I hope the industry can standardize technician certification and empower technicians.
Good technician
In the last two years, there was a word "just replace, not repair". I think it should be able to replace in the current environment. Only in this way can you significantly reduce the user's use cost.
We should benchmark Caterpillar in our peers. Caterpillar has a clear goal for post market and remanufacturing business. Among them, remanufacturing is a win-win way to reduce carbon.
Peer benchmarking and learning from Caterpillar, in 2016, the post market revenue was 14 billion dollars, and the industry's revenue in that year was 35 billion dollars, that is to say, the post market revenue accounted for 36% of its share in that year; In 2021, it will achieve 19 billion US dollars, accounting for 37.25% of the revenue of the year. There is little difference from 2016 to 2021. The target is to achieve US $28 billion by 2026. After going through the cycle, I think his stock is also under great pressure. We need to learn some concepts and cultures, and ask ourselves how much the post market income is in a year? Then how much support and guidance can the enterprise have in the process of developing the post market business? The first case: Guangdong Liansheng. Guangzhou Liansheng is a benchmark maintenance company. Guangzhou Liansheng belongs to a gearbox maintenance company. It has opened 76 stores this year from 63 stores last year. Why can a chain store of an enterprise engaged in automobile maintenance run so well? In fact, there are two points: the first is a good equity distribution system, and the second is a standardized training system.
The second case: Haojihui is really a very good business in our industry. How can we expand the scale? In addition, if the agent gets good prices or cost-effective accessories, he must sell well? The dealer's parts are not selling well. Is it just the parts? Is it possible that it is an enterprise operation problem?
The third case: the "2S+3C" method is applied to the easy work products. What we are doing now is mainly to study the concept of social behavior. After many of our OEMs are insured, what is the percentage of maintenance covered by users? I think most of them are lost to the society. In this case, OEMs must unite with smart enterprises in the post market if they want to become a market.
In addition, we should pay close attention to the market changes that may bring some opportunities. For example, the popularity of electric vehicles has led to the vigorous development of new business types. Post market enterprises should also actively pay attention to the previously neglected application scenarios.
Here's a sentence to share with you: You can't wait until life is no longer difficult, and then decide to make yourself happy, which is the same for our industrial and commercial enterprises. Do you want to wait until the market is better, and then decide to cultivate?
Stick to the right path, return to the origin of business, focus on customer value creation, and strive to achieve cross cycle development!
