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.
At the "channel value-added, transformation and upgrading forum" on the morning of the 1st, Yi Yaming, director of Beijing Renke Interactive Network Technology Co., Ltd., brought a sharing with the theme of "supporting channel digital transformation and promoting win-win cooperation among enterprises".
Characteristics of construction machinery industry: long production cycle, multiple sales modes, continuous improvement of industry concentration, production and sales plan + order production.
Current situation of construction machinery industry: after the market depth adjustment from 2011 to 2015, the construction machinery industry has shown a growth trend for four consecutive years since 2016, benefiting from the state's increased investment in infrastructure construction. One belt, one road to another, will bring about a big replacement peak in 2025.
The agent group is the mainstream marketing channel in China's construction machinery industry, contributing about 80% of the market sales to the market. The industry is dominated by medium and large agents, and the whole machine sales business contributes the main income. If the sales volume is good and the manufacturer's task is completed, can it survive forever? Why does post market management frequently become a hot spot but inexplicably cool down? How do agents respond to market fluctuations and changes?
Agent operation mode in construction machinery industry
Two hands: Sales and service. Combined with the operation mode and market analysis, there are sequelae after the rapid growth, "calcium deficiency", the viscosity of customers to agents is very low, and agents do not have a better way to improve customer loyalty. Malicious competition has accelerated the development of new markets, but after the insurance, the customer churn rate has reached 80%, which is a terrible thing. Therefore, we should pay attention to post market management.
How to manage? First, old customer maintenance. Second, daily equipment maintenance.
Key challenges of channel management in construction machinery industry
There are few channel management systems, few price policies, few standards, less business collaboration, less efficiency, and less customer service experience.
Therefore, we should establish a channel management system, improve channel development and access norms, standardize price policies, improve price implementation efficiency, unify manufacturer business writing platform, customer business interaction and cooperation platform, pay attention to customer experience and increase investment in post market management.
The management of the whole life cycle of the channel system is very necessary. After ensuring standardized and standardized management, the data and analysis can be unified. We can formulate some risk strategies, including channel certification, process standardization management, capability evaluation, capital, personnel, technology and other management.
Establish a price policy framework, set standard prices, provide reference channels, reduce costs, do online approval and improve cooperation efficiency.
Support business collaboration through the platform to visually improve operation efficiency. Help channels provide information windows, quickly know the whole situation, and quickly answer customers' inquiries, so as to reduce communication costs and improve operation efficiency. Through think tanks, the sales skills and product manuals of OEMs are assigned to channel agents, and our sales skills are quickly precipitated through the learning platform.
Customer service. Customer satisfaction is through rapid response, such as XCMG's 15 minute rapid response and supervision mechanism. If there is no response, I will punish to standardize the internal service management. Through multi-channel after-sales service management, enterprise wechat, web page and app, you can obtain customer consultation and complaint information. You can make internal feedback and solve problems. Manage the service process accordingly.
Digital transformation case sharing
First, Sichuan Yichu Mingtong has built a unified marketing platform of the group, realized information sharing, and made a connection centered on customers. Second, a dealer improves digital marketing services around customers' equipment, because the system can solve the problem of human output, accumulate some invisible information, realize market automation, standardized and transparent sales management, daily customer visits, etc., and improve management efficiency. Third, Sany Heavy energy puts forward the "four modernizations", such as online business and intelligent personnel empowerment. Use some technologies of the platform, such as AI and big data, to improve the user experience and effectively empower the team. Fourth, use data to guide our strategy. We have a code platform that can build some future business platforms without systematic development.
During the high-speed growth period of the industry, the focus covers: system management, coordination, rapid response, price policy, and creating a good market environment. In the downturn, we should manage the post market, continuously maintain customers, improve service quality and parts sales, and help agents to achieve synergy and common growth in combination with some technologies of systematic management and digital transformation. We must focus on customer needs in order to achieve digital transformation and some business transformation and upgrading.
Our company's product sales is also specialized in CRM system. It has been ten years since its establishment in 2011. We will also cooperate with Tencent to improve our products in combination with some advanced technologies in our big data. At the same time, we also have a large team. 70% of the people focus on products. Some core personnel are from sap and EMC. We have also been recognized by many customers, including Haikang, Lenovo, Shanghai Electric, etc.
