Construction Machinery Marketing Strategy in the Off-season Market

Action 1: Promotions

Promotional promotion is one of the most commonly used methods for off-season sales and one of the easiest ways to achieve results. However, how to grasp the margin of preference is a headache. If the discount rate is too small, it will not stimulate the user’s desire to purchase, resulting in invalid behavior. Excessive preferential rates will affect the price system in the next sales season, resulting in difficulty in recovering the price level. Since the construction machinery products belong to industrial products with relatively high unit value, the author believes that the preferential rate should be set between 1% and 2% (high-price and high-profit products can be further increased preferential margins), for the user, the obtained The benefits are at least counted in thousands. In addition, the limited promotion time is also a must do, it is recommended that the total offer period should not exceed 2 months; activity start-up time will be set in the off-season from the beginning of the month to a month, to prevent the peak season sales are artificially delayed Loss of profit in vain.

Action 2: Instalment Promotions

Currently, in the domestic construction machinery market, installment payments have become a high-risk sales method. Many manufacturers and agents have taken the initiative to restrict or even stop the development of such services. In fact, when market risks exist, the key is how to control risks. When most of the competitors are afraid to get involved in installment sales business, the promotion effect of this business is more prominent. After all, there is also a sales opportunity in the off-season. As a manufacturer, in the off-season sales promotion activities, as long as the development of a relatively conservative purchase policy, plus a careful inspection of users, sales risk can be reduced to a minimum. The so-called relatively conservative purchase policy means increasing the ratio of down payment and strengthening the review of the guarantor's qualifications; the so-called "conscientious inspection of users" refers to strengthening the inspection of users' business risks.

Action 3: High Promotion

Selling at the original price after upgrading the configuration is one of the most commonly used promotion methods in the automotive industry, and it also has certain advantages in avoiding price wars and maintaining brand image. In fact, the construction machinery industry often uses this type of promotion method. However, it is often conditioned by changing the product model. The high-profile sales promotion method recommended by the author here actually adds some practical configurations to the original product without changing the model of the product, and it will not involve changing the overall structure of the product. For example, install retrofit air conditioners, filter enhancement devices, etc. What needs to be emphasized is that the increased configuration must be of great interest to the user, and it needs a high sense of value. As with promotional offers, high-profile promotions should also have strict time limits.

Compared with previous years, this year's construction machinery market entered the off-season particularly early, April is a turning point in the light season, mainly by the national macroeconomic regulatory policies, construction machinery market entered the off-season in advance, many companies desperation only limited Production and production stop, employees have a rare holiday. However, for the marketing department, sales season is a difficult time. How to arrange the marketing work in the off-season has become a common problem for everyone. In view of this, based on the understanding of the construction machinery market over the years, the author particularly recommends some marketing actions that are suitable for sales during the off-season period for your reference:

Action 4: Service Promotion

As the name implies, service promotion means service as a promotion. Under normal circumstances, service promotion can mainly take the following two methods: First, increase the service content of the warranty period or the warranty period; second, extend the warranty period or warranty period. Service promotion essentially improves the gold content of the service, giving users more and better guarantees. Different from other promotion methods, manufacturers or agents must have a clear understanding of product quality when using service promotions. In other words, product quality should have a high level. Otherwise, the consequences of service promotion may be "the more you sell, the more you lose."

Action 5: New Product Promotion

The use of off-season sales to launch new products is not only to attract users' attention, but also to stimulate users' enthusiasm for purchasing. It is also an inspection of the reliability of new products. The maturity of an engineering machinery product requires a relatively long period of time. It must be continuously used to continuously improve and eventually mature. When the market is in the season of sales, not only many projects are started, but also the supply of products is tight. Users often choose old products as soon as possible because users have more knowledge of old products and relatively more trust in old products. When the market is in the off-season, the products that can be purchased are those who can get the project and have certain strength. They are more concerned about the performance changes and new features of the products and are willing to try new products.