The competition in machinery manufacturing has become more "marketing"

According to the research thoughts of the United States economist H. Chenari on the pre-industrialized countries, China has now entered a period of heavy industrialization. Japan's experience shows that the machinery manufacturing industry will accelerate its rise in the period of heavy industrialization and become the absolute subject of a country's manufacturing industry. As a pillar industry that occupies more than 30% of GDP, the machinery manufacturing industry is transforming itself into the core of Chinese manufacturing through its constant “metabolism”.

Machinery manufacturers must guard against "metabolism"

And this "metabolism" is to go to its dross and leave its essence. In this transitional period, high-pressure market competition has encouraged every machine manufacturing company in the company to maintain a high degree of vigilance, or it will be kicked out. In response, Feng Jianbing, general manager of Hangzhou Shangfeng Machinery Co., Ltd. (formerly Hangzhou Hengfeng Machinery Factory), said: “Increasing market competition and rising raw material prices have brought new challenges to machinery manufacturers. I believe that while continuing technological innovation, the establishment of brand names for domestic machinery manufacturing companies and changes in marketing methods are the key to participating in international competition in the future.How to better use the Internet for brand building and promotion of business, this is a matter of the future The long-term plan."

Hangzhou Shangfeng Machinery is a professional manufacturer of various types of logistics equipment and various types of ventilation equipment. Products have formed a three-dimensional garage, three-dimensional warehouse, three-dimensional shelves, low-noise energy-saving axial fans, boilers matching centrifugal fan, general centrifugal fan, high pressure centrifugal fan, mixed flow (diagonal) fan, ventilation and smoke (dual-use) low noise wind chassis , DF, DFW air-conditioning fan, high temperature smoke machine, fire fan, special anti-explosion and explosion-proof fan, dust exhaust fan and other series, as well as vacuum cleaners and other types of micro ventilation equipment, aluminum alloy blades and other types of stamping accessories, widely used in machinery, Refrigeration, chemical, mining, textile, metallurgy, electronics, hotels and other industrial and mining enterprises and civil construction, ventilation and air conditioning systems.

Internet Marketing Breaks Through Competition Barriers

A rich product line requires more extensive promotion methods to influence potential customers. Feng Jianbing, through the introduction of friends in the industry, learned that UF Weiku (), the country's largest full-service e-commerce service provider, can provide effective promotion services. Prior to cooperating with Weiku, Feng always had a heavy burden. “In terms of promotion methods, online promotion is indeed one of the best ways at present. However, after consulting many peers, it was found that using search engines to promote The cost is very high, and the rules of the bid ranking will lead to a continuous increase in marketing costs, which is unacceptable to the machinery manufacturers who suffer from the increase in the price of raw materials.Furthermore, even if it attracts customers, whether or not it can be successfully converted into orders is not controllable. Undoubtedly, it has increased the risk of promotion investment."

However, this kind of concern of General Feng disappeared after only two weeks of cooperation with Weiku. Feng Feng talked about: “Weiku's customer sources' products have solved the core issues of the company’s customer acquisition, customer retention, and customer management, including the establishment of sites, business opportunities, and business opportunities, as well as signing and analysis. The value of 'customer rolling' in the whole e-commerce marketing management of the company is very obvious. Through the application of the business opportunity publishing function, we can publish the product information of Shangfeng Machinery to Baidu, Sogou, Google, etc. in large quantities every day. The mainstream search engine and more than 4,000 e-commerce platforms, and Wei library's deep technical skills in search engine optimization, so that our information can always be in the middle of the search results page, will compel competitors' information to N After the page, at first I was worried that publishing this information every day would add too much work to employees. In fact, it takes only a few minutes to complete a large-volume business opportunity release. Now many employees will actively release a batch of companies in their spare time. Information, this has become a habit, and now, the company receives several calls from customers every day because These customers are searching through the initiative, so the turnover rate is high after seeing our information comes with demand. "

Not only the customers with strong demand can be converted into sales in batches. During the application of Weikuyuanyuan rolling service, the sales personnel of Shangfeng Machinery mentioned: “The online customer service function provided by Weikuyuanyuan can be passed through the website of Shangfeng Company. Background data monitoring and data analysis, to find potential customers who have a longer browsing time on the website, to use the online communication tools that are provided by the 'NetBaoBao' function, initiate dialogues, and have 24-hour online customer service robot capabilities. We will not let go of any potential customers, and the 400 phones that are bound to them can realize active and system automatic call-back functions, which facilitate our timely communication with target customers and greatly increase the conversion rate of business opportunities. It will be easier and more efficient. According to this sales situation, I can get rid of the slaves in a matter of time.” Through the application of a “customer billowing” stage, the sales of Hangzhou Shangfeng Machinery have greatly increased at the moment. And, the chance of forming secondary sales has greatly increased. "Weiku's customers will be the killer for us to win the future market." Feng Zongru said.

Industry veterans pointed out that the rapid development of the machinery manufacturing industry is a double-edged sword for the practitioners. Winning slightly is the truth since ancient times. If mechanical manufacturers want to stabilize their business operations and open their borders, the transformation of technological innovation and marketing models must be deployed at the same time. China's machinery manufacturing industry needs to step out of the tradition and embark on a modern development path through more cooperation with innovative information technology companies like Weiku’s full-scale e-commerce.