The 2021 China Construction machinery marketing & Post Market Conference officially kicked off on November 29. This conference gathered highly influential people in China's construction machinery industry, built a high-level communication platform, focused on "adhering to axiom", discussed many opportunities and challenges in the process of adhering to it, and contributed valuable and knowledgeable wonderful exchanges, in-depth collisions and solutions, Together with my colleagues, I will observe the current situation and look forward to the future.
With China's construction machinery market entering the stock market, post market service value creation has become the focus of attention. How can all parties in the industrial chain build a service value coordinate system and accelerate the reform of post market service mode of construction machinery? The summit forum of "building service value coordinate system" was held at the construction machinery marketing & Post Market Conference.
The summit dialogue was chaired by LV Hua, chairman of Guangzhou Juhe Construction Machinery Co., Ltd. the guests were Fei Chunjiang, head of the business department of Komatsu (China) Investment Co., Ltd. (online), Chang Yudong, deputy general manager and service director of the marketing company of Shandong Lingong Construction Machinery Co., Ltd., deputy general manager of the marketing company of Xuzhou XCMG Mining Machinery Co., Ltd Li Jinwu, general manager of spare parts company, Xi Jun, general manager of Sichuan Zhumao Construction Machinery Co., Ltd., and Yang Huijie, chairman of Hunan weilide Technology Co., Ltd.
The second part of the "summit dialogue" creates a service value coordinate system
In the third theme "service value building" of the summit dialogue, as representatives of main engine manufacturers, agents and technical service providers, several guests stood in the position of their roles in the industrial value chain to discuss how to layout their own service mode and how to locate their own coordinate position in the service coordinate system?
LV Hua: the capacity of the market is gradually increasing, which puts forward higher requirements for the service content and quality of agents and OEMs. Manufacturers, agents and technical service providers are all laying out their own service mode of the whole industrial chain in various fields. How should the main engine factory locate its own coordinate position in the service coordinate system?
Li Jinwu: for the whole machine, it is from incremental market to stock market, but for services, it is completely an incremental market, and the space opportunity is still very large.
First, from the perspective of supply chain, our idea is to call supply chain alliance to firmly bind suppliers, OEMs and agents together to face customers together. From the perspective of the relationship between host enterprises and agents, we treat it with the idea and concept of the alliance.
Second, starting from the concept of value service in the whole life cycle, we are not only providing customers with construction solutions, but also providing products, but also providing after-sales services, accessories, overhaul and remanufacturing. Services play an important role.
Third, as industry participants or post market participants, host enterprises have always played an important role. In recent years, the maintenance rate of host enterprises for customers is still relatively high. However, we may still fail to meet our expectations in the operation of the post market.
In terms of positioning, host enterprises should consider the creation of service brand, which is the concept of big service, including service accessories, operating lease, overhaul, remanufacturing, etc. This should match the marketing and brand of the whole machine.
Chang Yudong: from the perspective of service, if the post market is regarded as a major profit place, great changes will take place in our current service system and service system. Now, for machines within the warranty period, users maintain them on our side. However, after the warranty period, 80% and 90% of our customers leave us, which is a great challenge for us. Is the user making the wrong choice, or are we doing it wrong? There is no doubt that we have great deficiencies in the layout of the post market.
If you want to do a good job in the post market, you should come back and think about our service model and how to meet the needs of users. As long as there is infrastructure in life, the construction machinery industry will not disappear, and our way of life will change, otherwise we will not be able to meet the needs of customers.
LV Hua: as you know, the post market needs the division of labor and cooperation of various roles in the whole industrial chain. As an agent and technical service provider, how to find their own positioning through the coordinate system.
Yang Huijie: we are a technical service provider focusing on the crane field. We provide technical services to end users in the crane field as our service coordinate system. Why? There are three reasons: first, the survival of these customers is very difficult. We have found opportunities in their difficult survival.
Second, their needs are very clear. The clear needs of users can make us more focused.
The third point is that they represent the real demand of the post market. The equipment in the hands of end customers must be the main body and goal of our post market operation and post market activities. As long as we grasp this point, we will have a stable source of customers, stable income, stable work and stable pursuit goal.
Xi Jun: our company's service philosophy is to become an irreplaceable product supplier for customers.
What does that mean? It is a supplier in the whole life cycle of customers. According to our statistics, the customer's aftermarket generally rises sharply within 6000 hours, and the contribution rate of all parts sales in 8000 ~ 10000 hours is the largest. This market is very huge, and the main engine factory must not lose it. If the parts of the main engine factory are less than 30% higher than those of the auxiliary factory, our service personnel will be able to persuade customers to buy the original parts. Therefore, the customization of our price system is an important cornerstone for whether our post market can be expanded and whether we can pull back our lost parts customers after warranty.
