How should China's private CNC machine tool enterprises become stronger and bigger?
2022-11-02 06:05:03
Controlled machine tools are technically intensive and capital-intensive products. At present, large-scale state-owned enterprises and multinational foreign-invested enterprises are the main players in the market. Private enterprises have low starting point and late start in market competition, and are restricted by factors such as capital, technology and management. In the market competition, it is in a state of marginalization. The market is mainly concentrated in the field of molds. The development space is limited and it is difficult to have a big role.
Then, how can private CNC machine tools enterprises get rid of the current state of marginalization and become stronger and bigger?
First, the transformation from the mold field to the spare parts manufacturing field
The mold market has a low barrier to entry, and the quality requirements for sales personnel are relatively low. The vast majority of private manufacturing companies initially entered the mold market to solve the survival problems of enterprises. However, the size and strength of the mold company is relatively small, and it is sensitive to the price of the machine tool and the payment method. The number of machine tools ordered at one time is small, the amount is low, and the budget is generally insufficient. The spare parts manufacturing customers are different, and the one-time purchase is different. The number of machine tools is relatively large, the amount is large, there is sufficient capital budget, and the probability of repeated purchase is high. Once the private enterprise enters success, it will provide sufficient development space for itself.
The significant difference between the mold user and the spare parts user is also reflected in the after-sales service. Due to the harsh environment of the mold user's machine tool, the machine tool is in a state of super-conformity for a long time, and the user lacks the necessary conditions for machine maintenance and maintenance. Including the corresponding technology, facilities and talents, resulting in high machine failures, continuous use during the process, the company is exhausted, and users complained; the spare parts users are much better, the machine tool environment is relatively friendly, the operation is strict The equipment department will regularly arrange maintenance. For example, the author found that the machine tool has been used for several years in terms of accuracy and stability, and the customer service department rarely receives the user's maintenance call.
Therefore, private CNC machine tool enterprises have a firm foothold in the mold market, and after solving the survival problems of enterprises, they should quickly transform the parts manufacturing industry.
Second, breakthrough delivery and capacity constraints
The long delivery period of CNC machine tools has become one of the "life gates" for many CNC companies to further strengthen and expand. For example, a normal delivery time of a gantry takes 2-6 months. In the peak season, the phenomenon of losing orders due to the failure to deliver properly is more serious. For example, Quanzhou Jiatai CNC, which is served by Liu Feizhou, has increased by more than 300% compared with the same period of last year in the first four months of this year. Due to capacity constraints, the period is expected. Less than the sales revenue of 25 million yuan, the market front-line personnel will almost rush to the phone.
In order to fundamentally break through the delivery period and capacity constraints, qualified enterprises should build an industrial chain and technology chain, expand production bases, mature stocks and appropriate stocks, train and stabilize a skilled technical workers. To drive the leap-forward development of enterprises.
Third, stabilize the quality of machine tools, wait for the opportunity to deepen or broaden the product line
Due to the limitations of technology, management and capital, the machine tools manufactured by Chinese private enterprises still have a certain gap in terms of stability and service compared with large state-owned enterprises and multinational foreign companies, enabling some powerful users to manufacture private enterprises. The machine tool is worried. Therefore, if private enterprises can launch several practical and mature models for certain specific sub-sectors, once the mature models are approved by users and the market is opened, the development of the enterprise can basically be stabilized; moreover, mature machines By standardization, the type will help the mass production of machine tools and break through the capacity bottleneck. On this basis, we will introduce new models with differentiated added value in combination with the customer's individual needs in the depth of the product line, or wait for opportunities to enter other industries, expand the product line of CNC machine tools, and develop a medium with higher technology content. High-end CNC machine tools. So steady and steady, and gradually accumulate the market advantage of enterprises, becoming the mainstream manufacturer of CNC machine tools in China will no longer be an unreachable dream.
Fourth, focus on customer service, stabilize the market niche
Once a user purchases a machine tool from a machine tool manufacturing company, he or she will not buy another machine tool from a machine tool manufacturer. Because the technology is in the hands of the manufacturer, the maintenance is troublesome and the maintenance cost is relatively high. Therefore, unless the manufacturer is The after-sales service is in a bad situation and the internal personnel and personnel changes, users generally do not easily change the seller. On the other hand, in an area, relevant personnel in the industry will generally exchange ideas on purchasing equipment and other aspects. Once the quality of the machine tool is not good, and the service does not keep up with the remedial measures, it will lead the machine tool manufacturing enterprise to The market and the large-scale collapse of the industry will be more difficult to re-enter in the later period. For example, during the service of a CNC machine tool enterprise, Mr. Liu Feizhou began to improve the quality of service. By responding quickly to the needs of users, the users were eager to gradually push the market to rebound and re-enter the company into the current high-speed growth track.
5. Longmen crossing the brand building
The brand is the gantry of the enterprise. Only after jumping through this gantry, the development of the enterprise will enter a benign state of spiraling up. Most of the private CNC machine tool enterprises are still in the sales stage. The company's marketing awareness is weak, not only lacks a systematic marketing support system, let alone brand building.
Due to the high purchase amount of CNC machine sheets, hundreds of thousands, millions, and tens of millions, or even hundreds of millions of yuan, therefore, user procurement is more cautious, formal enterprises generally set up procurement evaluation teams, and some It will also be purchased through tendering, and comprehensively measure the reputation of the company, such as the use of machine tools, service quality, industry reputation, comprehensive strength, etc., all of which must be solved by the company through the brand building of the system.
Sixth, strengthen marketing capacity building and achieve a thrilling jump
The construction of marketing capacity is the last thrill of private CNC machine tools. Only after this last thrilling, CNC machine tools made by private enterprises can finally enter the hands of users. The contents of marketing capacity building of private CNC machine tools include industry research, sales process control, channel construction, sales team building, marketing, pre-sales and after-sales services.
Under the support of strong marketing capabilities, we can no longer pin the development of the company on a few heroic sales personnel, the development of the company will not be led by the sales staff, so firmly grasp the initiative of enterprise development.
Countless figures, but also look at the present. Can private CNC machine tools enterprises get rid of the current marginalization status, rank among the mainstream manufacturers and national teams in China's CNC machine tool market, and realize the three-point “Jin†with large state-owned CNC machine tool enterprises and multinational foreign companies, and open up the strategy of private enterprises themselves. Vision and courage and courage in the vast Chinese CNC machine tool market.
Then, how can private CNC machine tools enterprises get rid of the current state of marginalization and become stronger and bigger?
First, the transformation from the mold field to the spare parts manufacturing field
The mold market has a low barrier to entry, and the quality requirements for sales personnel are relatively low. The vast majority of private manufacturing companies initially entered the mold market to solve the survival problems of enterprises. However, the size and strength of the mold company is relatively small, and it is sensitive to the price of the machine tool and the payment method. The number of machine tools ordered at one time is small, the amount is low, and the budget is generally insufficient. The spare parts manufacturing customers are different, and the one-time purchase is different. The number of machine tools is relatively large, the amount is large, there is sufficient capital budget, and the probability of repeated purchase is high. Once the private enterprise enters success, it will provide sufficient development space for itself.
The significant difference between the mold user and the spare parts user is also reflected in the after-sales service. Due to the harsh environment of the mold user's machine tool, the machine tool is in a state of super-conformity for a long time, and the user lacks the necessary conditions for machine maintenance and maintenance. Including the corresponding technology, facilities and talents, resulting in high machine failures, continuous use during the process, the company is exhausted, and users complained; the spare parts users are much better, the machine tool environment is relatively friendly, the operation is strict The equipment department will regularly arrange maintenance. For example, the author found that the machine tool has been used for several years in terms of accuracy and stability, and the customer service department rarely receives the user's maintenance call.
Therefore, private CNC machine tool enterprises have a firm foothold in the mold market, and after solving the survival problems of enterprises, they should quickly transform the parts manufacturing industry.
Second, breakthrough delivery and capacity constraints
The long delivery period of CNC machine tools has become one of the "life gates" for many CNC companies to further strengthen and expand. For example, a normal delivery time of a gantry takes 2-6 months. In the peak season, the phenomenon of losing orders due to the failure to deliver properly is more serious. For example, Quanzhou Jiatai CNC, which is served by Liu Feizhou, has increased by more than 300% compared with the same period of last year in the first four months of this year. Due to capacity constraints, the period is expected. Less than the sales revenue of 25 million yuan, the market front-line personnel will almost rush to the phone.
In order to fundamentally break through the delivery period and capacity constraints, qualified enterprises should build an industrial chain and technology chain, expand production bases, mature stocks and appropriate stocks, train and stabilize a skilled technical workers. To drive the leap-forward development of enterprises.
Third, stabilize the quality of machine tools, wait for the opportunity to deepen or broaden the product line
Due to the limitations of technology, management and capital, the machine tools manufactured by Chinese private enterprises still have a certain gap in terms of stability and service compared with large state-owned enterprises and multinational foreign companies, enabling some powerful users to manufacture private enterprises. The machine tool is worried. Therefore, if private enterprises can launch several practical and mature models for certain specific sub-sectors, once the mature models are approved by users and the market is opened, the development of the enterprise can basically be stabilized; moreover, mature machines By standardization, the type will help the mass production of machine tools and break through the capacity bottleneck. On this basis, we will introduce new models with differentiated added value in combination with the customer's individual needs in the depth of the product line, or wait for opportunities to enter other industries, expand the product line of CNC machine tools, and develop a medium with higher technology content. High-end CNC machine tools. So steady and steady, and gradually accumulate the market advantage of enterprises, becoming the mainstream manufacturer of CNC machine tools in China will no longer be an unreachable dream.
Fourth, focus on customer service, stabilize the market niche
Once a user purchases a machine tool from a machine tool manufacturing company, he or she will not buy another machine tool from a machine tool manufacturer. Because the technology is in the hands of the manufacturer, the maintenance is troublesome and the maintenance cost is relatively high. Therefore, unless the manufacturer is The after-sales service is in a bad situation and the internal personnel and personnel changes, users generally do not easily change the seller. On the other hand, in an area, relevant personnel in the industry will generally exchange ideas on purchasing equipment and other aspects. Once the quality of the machine tool is not good, and the service does not keep up with the remedial measures, it will lead the machine tool manufacturing enterprise to The market and the large-scale collapse of the industry will be more difficult to re-enter in the later period. For example, during the service of a CNC machine tool enterprise, Mr. Liu Feizhou began to improve the quality of service. By responding quickly to the needs of users, the users were eager to gradually push the market to rebound and re-enter the company into the current high-speed growth track.
5. Longmen crossing the brand building
The brand is the gantry of the enterprise. Only after jumping through this gantry, the development of the enterprise will enter a benign state of spiraling up. Most of the private CNC machine tool enterprises are still in the sales stage. The company's marketing awareness is weak, not only lacks a systematic marketing support system, let alone brand building.
Due to the high purchase amount of CNC machine sheets, hundreds of thousands, millions, and tens of millions, or even hundreds of millions of yuan, therefore, user procurement is more cautious, formal enterprises generally set up procurement evaluation teams, and some It will also be purchased through tendering, and comprehensively measure the reputation of the company, such as the use of machine tools, service quality, industry reputation, comprehensive strength, etc., all of which must be solved by the company through the brand building of the system.
Sixth, strengthen marketing capacity building and achieve a thrilling jump
The construction of marketing capacity is the last thrill of private CNC machine tools. Only after this last thrilling, CNC machine tools made by private enterprises can finally enter the hands of users. The contents of marketing capacity building of private CNC machine tools include industry research, sales process control, channel construction, sales team building, marketing, pre-sales and after-sales services.
Under the support of strong marketing capabilities, we can no longer pin the development of the company on a few heroic sales personnel, the development of the company will not be led by the sales staff, so firmly grasp the initiative of enterprise development.
Countless figures, but also look at the present. Can private CNC machine tools enterprises get rid of the current marginalization status, rank among the mainstream manufacturers and national teams in China's CNC machine tool market, and realize the three-point “Jin†with large state-owned CNC machine tool enterprises and multinational foreign companies, and open up the strategy of private enterprises themselves. Vision and courage and courage in the vast Chinese CNC machine tool market.
LED High Bay Light 200W,Emergency Back Up UFO Light,Dimmable LED UFO High Bay Lamp,200W UFO LED High Bay Light
Vietnam JJ Lighting Company , https://www.vnjjlighting.com