How to cross the cycle is a proposition we continue to explore.
The continuous improvement of core competitiveness of construction machinery agents is the fundamental driving force for them to stand firm in any current situation, break through the cycle constraints and seek development.
In the increasingly fierce competition in the new machine sales market, the post market of construction machinery has been given more expectations. However, the key to obtain greater market space between manufacturers and scattered maintenance shops is to understand their core competitiveness, that is, to be able to provide deep value-added services. Today, we look at the modification of construction machinery that has accumulated certain successful experience in the industry.
Look for growth points in large holdings
According to incomplete statistics, by the end of 2020, the number of major construction machinery products in China was about 11million, some of which were old construction machinery that had been in service for more than 10 years. These old construction machinery have been abandoned due to their serious performance degradation. But for the owners of old construction machinery, it is a pity to abandon these equipment. For the state-owned assets and equipment of state-owned enterprise customers, scrapping also involves a series of complicated procedures such as application and approval, so it often makes the old equipment idle for many years. In this situation, the demand for modification of construction machinery increases.
According to the function, the modification of construction machinery can be generally divided into three categories: first, the function expansion modification, that is, on the basis of the original function unchanged, add other functions. The second is to change the function of the original equipment and refit it into equipment with other functions. Third, improve the original functions of the equipment to improve the operating performance of the whole machine, so as to adapt to the working environment, reduce the use cost, improve the operation efficiency and save energy and environmental protection.
With the continuous upgrading of construction technology and construction methods at the construction site, the modification of construction machinery has also expanded from the old equipment modification in the past to the new machine modification, from the general modification to the more differentiated personalized modification, such as electrification, digital modification, etc., to the fields of intelligent driving, intelligent construction and environmental protection modification, so as to adapt to the future of green construction and intelligent construction. Some agents have also found another market growth point for themselves outside the sales market of construction machinery products by seizing the right time, increasing investment, and practicing their professional skills.
Looking for new opportunities in customer pain points
As a construction machinery agent, we cannot be satisfied with simply engaging in the sales of standard equipment and providing general services, which will become narrower and narrower. "Customer focus", which is the customer's needs and pain points. Many changes are taking place and will take place in customers' construction scenes, which will bring many changes to customers' needs and pain points. Identifying customers' needs and pain points and providing them with in-depth value-added services contain new opportunities for the transformation and solid promotion of construction machinery in the post market field.
According to the summary of Long Hui, chairman of Jiangsu Lihao Construction Machinery Co., Ltd., there are three major opportunities: finding post market service opportunities in the construction scenario of equipment clusters; Opportunities to find special equipment in the construction scene of special construction methods; In the construction scenario of the market segment, opportunities for refitting equipment are found.
Jiangsu Lihao Construction Machinery Co., Ltd. seized the opportunity of engineering machinery refitting and began to try it a few years ago. Now it has made some achievements.
There are many kinds of special equipment in the market segment, which is what the host manufacturers cannot and are unwilling to do from the perspective of cost and efficiency, but it is precisely the best entry point for agents to shift from trade services to refitting manufacturing.
Agents in mature markets in Europe, America and Japan provide in-depth value-added services in the post market, mainly for multi-purpose refitting of excavator products. Value added refitting accounts for more than 1/3 of new machine sales in Europe, and this proportion is also more than 20% in the United States. The essence is to gain the local competitive advantage or differentiated competitive advantage for customers through value-added modification.
In terms of refitting technology, refitting capacity, complete set capacity, electrification and intellectualization, there is still a big gap between China's construction machinery refitting field and the western mature market. With the continuous improvement of construction methods, the improvement of construction efficiency, and the change of tax policies, the refitting of construction machinery products has a promising future in China.
Be professional and refined
The refitting of construction machinery is generally the refitting of single piece or small batch products. After customers buy products, agents can provide such value-added services for their diversified businesses, which is also great for the improvement of customers' competitiveness.
With the increase of construction machinery ownership, the competition among customers will become more and more fierce, and the differentiated demand of customers will also continue to increase, so value-added modification may become a long-term investment of agent enterprises.
Agents should choose refitted products in line with the guiding ideology of being specialized and precise, and must not simply carry out refitting business without selection.
Moreover, refitting belongs to the field of near production, which not only requires the matching of working devices such as accessories, but also involves the cost saving. It also requires appropriate adjustments to the hydraulic and electric control systems, not simply the replacement of accessories.
Agents should choose one or two kinds of modified products with high demand and high technical threshold in the agent area for in-depth research and development, organize the supporting facilities and control the cost, and gradually become the "unicorn" in the field of modified products on different tracks of the market segment.
Jiangsu Lihao Construction Machinery Co., Ltd. has made in-depth research on the construction methods of customers and the needs of market segments in its agency area. After more than three years of research and development, it has been able to produce 14 series and 42 varieties of modified equipment, and the sales of modified equipment account for nearly 25% in Zhongda mining.
In terms of the refitting service of construction machinery, some agents have made a lot of explorations with the association of construction machinery accessory enterprises. From their experience, it is not difficult for us to see that as an agent, we should not only focus on the crowded general product track, but also seize the opportunity of market segmentation, give full play to the dual advantages of customers and technology, and reflect the real differentiated competitiveness of agents in marketing and service.
In the increasingly fierce competition in the product sales market, agents can only reflect their indispensable value in the industrial chain by continuously improving their core competitiveness, deeply exploring new opportunities in deep value-added services, paying attention to and grasping the development direction and adhering to the correct goals.
