In fact, the reason is very simple. Consumers love to choose leading enterprises because they are more secure. Try to burn jade for three days, and distinguish materials for seven years. It must not be easy to stand out among many brands.
So, what about the post market of construction machinery? Is there a service brand that can make the owner worry free?
The post construction machinery market is a blue ocean
The post market of construction machinery refers to all kinds of derivative services during the use of equipment after the equipment is sold. It covers the process of equipment from sale to scrapping, and all kinds of follow-up services around the after-sales service of equipment and the needs of customers in the use link, resulting in a series of trading activities.
In recent years, with the growth of sales of major domestic construction machinery products, there is a huge amount of equipment in the market, which will provide a huge turnover for the post market of construction machinery. It is conservatively estimated that the main types of mainstream brand equipment have 10 million units.
However, compared with mature markets such as Europe and America, the development level of domestic construction machinery post market is low, and the development potential needs to be further tapped.
The post market service income of construction machinery in Europe, America and other countries can be as high as 60%, but the post market service income of construction machinery in China accounts for only about 10-20%.
According to the survey data of China Construction Machinery Industry Association, in 2020, the whole machine sales business contributed 64% of the average operating profit of agents, and the post market business profit accounted for 36%, including 19.9% of the average operating profit of the agent group contributed by the parts sales business; Warranty service contributes an average of 9.1% of the operating profit to the agent group.
2. The mobile phone sales business is in a loss state; The operating lease contributes an average of 3.9% of the operating profit to the agent group; The warranty service and other maintenance services contribute an average of 3.2% of the operating profit to the agent group; Financial services and other businesses contribute an average of 0.9% of the operating profit to the agent group.
At present, the post market of maintenance services and accessories has a scale of hundreds of billions, and the second-hand equipment and leasing market has reached a scale of trillion. The post market of construction machinery has become a business segment that can not be ignored in the industry.
Competition among the three forces
In the post market field of China's construction machinery, there are mainly three forces: manufacturers and brand agents, parts suppliers, small parts stores and repair shops.
Manufacturers and brand agents have a small number of enterprises, accounting for about 20% of the market share, mainly covering the repair and maintenance of equipment during the maintenance period. Agents have manufacturer authorization and technical data, so the service quality is guaranteed, but the cost outside the maintenance period is expensive.
With the continuous improvement of domestic manufacturing level, more and more domestic spare parts can replace the original parts, which promotes some parts to gradually expand their business in the backward market, and the cost performance is more competitive than that of agents.
Small parts stores and repair shops, with a large number of enterprises, are widely distributed and occupy most of the market share of the industry; The post market service that can cover the life cycle of construction machinery and equipment has price advantages, but the quality and service level cannot be guaranteed.
Although these three forces have their own advantages, they only seize the customer's money bag for a while, but they do not occupy the customer's mind. They need to further occupy the most favorable position in the customer's mind ladder. In other words, why did the owner choose you over the competitor?
Then we must find ways to enhance our core competitiveness. Core competitiveness is the ability of an enterprise to obtain competitive advantage for a long time. It is a unique technology or ability of an enterprise, which can stand the test of time, has ductility, and is difficult for competitors to imitate.
Many people think that products are the core competitiveness of enterprises. In fact, they are not. Under the premise that the current information and price are becoming more and more transparent and the homogenization of accessories is becoming more and more serious, I can get the products you can get, so the products are obviously not the core competitiveness.
Similarly, for machine owners, convenience and price are not the primary factors for them to choose a store. What customers really care about is the timeliness and quality of service. Reliable reputation is the only magic weapon to enhance customer stickiness.
So, who will be the final winner in the mental war of users in the post market of construction machinery?
On the one hand, we should increase the investment in services and expand the coverage of the service network. All enterprises should send professionals to repair and maintain the excavator at the first time to ensure the normal use of the equipment. However, this is far from enough. We can also implement 24-hour 400 service hotline monitoring and return visit for equipment failure; For some major faults, experts can even be arranged to provide solutions within 24 hours and arrive at the site within 36 hours to help solve the problems. You can also often arrange service personnel to contact by phone and remind users of equipment maintenance. This greeting and regular service can easily make customers find a sense of belonging and security.
On the other hand, to improve the working ability of service personnel, it is also very important for construction machinery enterprises to establish a perfect service training mechanism and training center. There should be not only theoretical teaching, but also practical teaching to ensure that more personalized and long-term preventive maintenance services can be provided when maintaining customers' equipment, This also makes customers trust the brand more.
In addition, through a competitive salary incentive system, a echelon of capable maintenance service personnel is gradually formed. Skilled and professional maintenance service personnel can significantly improve service and maintenance efficiency, improve customer satisfaction, and increase users' loyalty to authorized agents outside the warranty period.
On the other hand, the competition among the three forces around users will inevitably accelerate the "new four modernizations" process of electrification, networking, intelligence and sharing in China's construction machinery post market, and more and more stores fighting alone will face greater survival pressure.
From the end of the industry, enterprises that can achieve the coordinated development of network effect and user experience will have a higher probability of winning.
