CNC machine tools are technology-intensive and capital-intensive products. At present, mainly large-scale state-owned enterprises and transnational foreign companies are playing a leading role in the market. Private enterprises have a low starting point in the market competition and start late. They are constrained by factors such as capital, technology, and management. Currently, they are Marginalization in the market competition, the market is mainly concentrated in the mold area, the development of space is limited, it is difficult to have a big job.
Then, how can private CNC machine tool companies get rid of the current state of marginalization and grow stronger and bigger?
First, the transition from the mold field to the spare parts manufacturing field The entry barrier to the mold market is low, and the quality requirements of sales personnel are relatively low. The vast majority of private manufacturing companies start with the mold market to solve the problem of the survival of enterprises. However, the size and strength of mold enterprises are relatively small. They are sensitive to the price of machine tools and payment methods. The number of machine tools ordered at a time is small, the amount is low, and there is a general lack of adequate funding budget; while parts and components manufacturing customers are different, and their one-time purchases The number of machine tools is relatively large, the amount is large, there is a sufficient capital budget, and the probability of repeated purchases is high. Once successful, private enterprises will provide sufficient room for their own development.
The significant difference between the mold users and the spare parts users is also reflected in the after-sales service. Because the mold user's machine tool use environment is poor, the machine tool is in a super-conforming operation state for a long time, and the user himself lacks the necessary conditions for the maintenance and maintenance of the machine tool. Including the corresponding technology, facilities and personnel, etc., resulting in high failure rate of the machine tool, continuous use of the state of the process, the company run out and the user complains, but the parts user is relatively much better, the machine tool use environment is relatively friendly, operation is strict The procedures will be regularly scheduled by the equipment department. For example, when the author visited a user of Zhejiang spare parts, the machine tool has been used for several years and has been good in terms of accuracy and stability. The customer service department rarely receives the user's maintenance call.
Therefore, after the privately-held numerically-controlled machine tool enterprises have established a firm foothold in the mold market and solved the survival problems of the enterprises, they should rapidly transform the parts and components manufacturing field.
Second, break through the delivery and production capacity constraints CNC machine tool delivery period, becoming a number of numerical control companies to further strengthen and expand one of the "Gate of Life", such as the normal delivery of a gantry will take 2-6 months. During the peak season, due to the failure of normal delivery, the loss of bills is more serious. For example, Quanzhou Jiatai CNC serviced by Liu Feizhou’s teacher only increased by more than 300% in the first four months of this year compared with the same period of last year. Due to capacity constraints, the period is expected to increase. With less sales income of 25 million yuan, the market frontline staff will promptly push the phone to almost detonate.
In order to fundamentally break through the delivery period and capacity constraints, qualified companies should adopt measures such as building industrial and technological chains, expanding production bases, and properly stocking large-scale mature models, training and stabilizing a highly skilled workforce. To drive the leap-forward development of the company.
3. Stabilize the quality of machine tools, opportunely deepen or widen the product line Due to technical, managerial, and capital constraints, the current machine tools manufactured by Chinese private companies are relatively stable compared to large state-owned enterprises and multinational foreign companies in terms of stability and service. The gap has caused some powerful users to worry about purchasing machine tools manufactured by private enterprises. Therefore, if private enterprises can introduce several practical and mature models for certain specific sub-industries, once the mature models are approved by the users and the market is opened, the development of the enterprises can basically be stabilized; furthermore, the mature machines Type through standardization, will help the mass production of machine tools, to break the capacity bottleneck. Based on this, we will introduce new models with differentiated added value in the depth of the product line in combination with the customer's individual needs, or wait for opportunities to enter other industries, broaden the product line of CNC machine tools, and develop higher technology content in China. High-end CNC machine tools. With such stability and gradual accumulation of the market advantage of the enterprise, becoming the mainstream manufacturer of CNC machine tools in China will no longer be an unattainable dream.
Fourth, pay attention to customer service, stabilize the market niche users once purchased a machine tool manufacturing company's machine tools generally will not buy another machine tool manufacturing company's machine tools, because the technology is in the hands of manufacturers, maintenance is more troublesome, and maintenance The cost is relatively high. Therefore, unless the manufacturer is in poor after-sales service and the user's internal personnel changes, users generally do not easily change the seller. On the other hand, in a region, related personnel in the industry generally exchange ideas on purchasing equipment, etc. Once the quality of the machine tool is not good, and the service fails to promptly take remedial measures, it will cause the machine tool manufacturers to The market and the large-scale collapse of the industry will make it more difficult to re-enter the market later. For example, during the service of a CNC machine tool company, Liu Feizhou’s teacher began to improve the quality of service. By quickly responding to user needs, he was in a hurry to drive the market to gradually rebound. This has reinvigorated the company to enter the current high-speed growth track.
V. The Longmen brand that spans brand building is the goal of the company. Only by jumping over this road, will the development of the enterprise enter a spiraling benign state. Most of the privately-owned CNC machine tools companies are still in the sales stage, and their marketing awareness is weak. Not only does it lack a systematic marketing support system, let alone brand building.
As the purchase amount of CNC machine sheets is high, ranging from several hundred thousand to several million, as many as tens of millions, and even as much as 100 million yuan, the user’s procurement is more prudent. Formal enterprises generally set up purchasing assessment teams. It will also purchase in the form of tenders to comprehensively measure the company's reputation, such as the use of machine tools, service quality, industry reputation, and overall strength, all of which must rely on the company's brand building through the system to solve.
Sixth, to strengthen the construction of marketing capabilities, to achieve thrilling one-hop marketing capacity building, is the final thrilling jump of private CNC machine tool companies, only after this last thrilling jump, the private enterprise manufacturing of CNC machine tools can eventually enter the hands of users. The contents of the marketing capabilities of private CNC machine tools include industry research, sales process control, channel construction, sales team construction, marketing, pre-sales and after-sales services.
Under the support of strong marketing capabilities, can no longer be the company's growth pinned on a small number of heroic sales personnel, the company's development will not be led by the sales staff, and thus firmly grasp the enterprise's development initiative.
Countless romantic people also see the present. Whether private NC machine tool enterprises can get rid of the current state of marginalization, rank among the mainstream manufacturers and national teams in the Chinese CNC machine tool market, and realize the “Jin†with large state-owned CNC machine tools companies and multinational foreign companies, and open their own strategies for private enterprises. Vision and courage to expand in the vast Chinese CNC machine tool market.
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