From Radical to Rational——Discussion on Marketing Strategy of Construction Machinery Industry

In 2011, after experiencing explosive growth in the first quarter, the construction machinery industry began to experience a significant drop in sales volume in April from the beginning of April. A senior corporate marketing manager revealed to reporters privately that “in the first quarter, we pulled machinery and equipment into the hands of customers, and from the third quarter onwards, we pulled machinery and equipment back from customers.” Indeed, in the growth of the industry In a slowdown, there has been a period of aggressive sales disruptions in the market. Stimulated by the "sales" data, it artificially intensified the pace of expansion of production capacity.

This aggressive marketing model from the excavator industry is rapidly spreading to other products of construction machinery, causing considerable concern among industry insiders. As early as April 2011, Jun Jun, president of the China Construction Machinery Association, pointed out that “zero down payment” and “disguised price cuts” can drive sales volume for enterprises to achieve scale growth in the short term, but in the long run, this kind of vicious Competition will damage and overdraw the long-term development potential of enterprises, will also reduce the threshold for users to enter, disrupt the entire market order, and this is the industry does not want to see.

Today, engineering machinery makers should return to rationality, to improve product quality and independent research and development mission. Of course, a scientific and innovative marketing strategy is still of great significance in promoting products, shaping corporate image, and expanding market share. Therefore, in this article, China Construction Machinery Business Network will discuss with you several marketing methods for the construction machinery industry.

Channel Marketing - Agents also have a thriving development of the spring construction machinery industry can not do without the outstanding contribution of agents. Construction machinery agents are in the front line of the market and are close to the market and customers. In the construction machinery industry chain, regardless of equipment maintenance, spare parts supply, leasing, second mobile phone circulation and remanufacturing, any one can not leave the agent. Agency system is the essence of modern marketing. It has been with the development of the world economy for nearly 80 years and has achieved great success abroad.

However, with overcapacity and tightening of the whole machine, the overall sales business has declined. China's construction machinery agents are experiencing “cold weather”, and some small- and medium-sized agents whose funding has been broken are gradually withdrawing from the stage. In order to weather this cold, strategic transformation and enrichment of the industry chain will become the salvation path for many agents. According to investigations, when a construction machinery product goes from operation to scrap, its business volume exceeds the price of this equipment product by more than 10 times. It can be seen that there is a huge market space after the agent enters construction machinery. The well-known domestic agent, Maxima Construction Machinery, advanced military engineering machinery has achieved great success. At present, the Maxima Company integrates "whole machine sales, maintenance services, spare parts supply, leasing, two mobile phone transactions, training, and remanufacturing" in one, with an annual turnover of more than 800 million yuan. With the completion of the first remanufactured excavator in 2010, Maxima Construction Machinery has completed its magnificent transformation and has become a force that cannot be ignored in the remanufacturing industry.

In addition, most domestic agents only represent one product, or the business of one product is more important. On the other hand, there are many products on the platform of foreign agents, and the products are related to each other. For example, at the same time as an excavator, it also acts as an earth-rock machine such as a loader and a bulldozer. On the other hand, the agents of foreign agents have to cross at least one relevant industry, such as the agents of Hitachi AG in Italy, and also act as agents for agricultural machinery; the agents of Hitachi France also act as Renault vehicles; the agents of Hitachi Holland also act as agents. Irrigation equipment. These are all neighboring industries. This kind of product structure can reduce the impact of market fluctuations on agents. In addition, the business model of foreign agents is also worth referring to domestic agents. The practice of foreign agents is to buy out business, such as buyouts on an annual basis or buyouts on a quarterly basis. Agents have considerable own funds and have great autonomy.

At present, domestic agents who only pay attention to short-term interests, neglect brand promotion, and lack innovative spirit will eventually be eliminated. With the development of domestic construction machinery, there will be a large number of new agents that will position the main industry as a post-market for construction machinery. This is also the development trend of the market.

Brand Marketing - Establishing the high-end image of popularization Before Zoomlion’s “Tangshan Earthquake” was promoted by Zoomlion, Sanyi’s excavator participated in “Country Love 4” produced by Zhao Benshan. Construction machinery companies are no longer satisfied with it. The reputation and influence of people in the industry have rushed into the eyes of the general public and tried to establish a brand image of the company.