Attack: a look at the market promotion of the Xugong loader
In 2015, Xugong exports to achieve a new breakthrough, although the domestic construction machinery industry in the downstream state, but still not strong by Xugong, a way to ride the wind and waves.
Xugong carry-scraper division for the "new normal", fast changing ideas, to win market opportunities, focusing on the characteristics of the loader sales, market segmentation, customer segmentation, accelerate dealer system adjustment, vigorously carry out the "three in one" network construction, market share growth of 1.5%, the largest increase in brand to become the industry trend, show XCMG loaders strong market competitive advantage.
Take the initiative to strike and stabilize the customer
All the sales information on the consolidated management department, marketing center, dealers to collect sales information to collate and analyze the nature, the amount of the purchase, in accordance with the customer, the customer's industry and construction conditions of subdivision, coordination of various departments of the company sales business support has scored an army in Gezhouba Dam the 70 million largest group, Guangzhou Railway Group 31 large, 88 large, large customer sales information to win a single rate of 87.8% key projects sales win rate reached 69.2%, standard rate topped 70% customer bids, the effective protection of the complete sales target.
The large customer has a stable demand for the loader, which has an important support for the development of the enterprise. In the face of unfavorable situation in 2015 loader sales in the domestic market continued to decline, Xugong carry-scraper division to actively promote the customer key project management, in accordance with the system and classification of existing customers, customers will be divided into 25 sectors, out of more than 10000 customers, and according to the national macroeconomic situation, the key in the construction project so, the organization marketing center for the large customer visits, timely customer equipment use and demand situation, effectively promote the development of new customers.
The construction of the post myth Market
In 2015, XCMG carry-scraper department in accordance with the requirement of fine management, focus on strengthening the outsourcing services to promote and strengthen the promotion of service quality, strengthen service team construction, strengthen the process control and other aspects of results oriented to carry out the work, with the "315" as an opportunity, full life cycle service planning to "spring action China - line" as the theme of the visits, the package inside the package outside visit customers to develop plans, comments and suggestions to improve the collection of customer service quality in products, which lasted 3 months, visited a total of 19311 sets of equipment purchase, collection of information 1213, achieved sales of 10 million 838 thousand and 100 yuan package of spare parts.
A more efficient service operation system has been set up, and 12 regional service commissioners have been selected. They are responsible for responding to processing and repair services at the forefront of the market, tracking, guiding, supervising dealer's service timeliness, standardizing information feedback and speeding up the construction of service outlets. In 2015, the maintenance rate increased by 8.1 percentage points outside the package, the active service rate increased by 19.6 percentage points outside the package, the service satisfaction outside the package was 82.8%, and the service network density reached 92.03%. The sales of spare parts are 867 thousand and 900 yuan and 9 million 309 thousand and 800 yuan for the sale of spare parts.
Enhancing the competitive power of the region
In accordance with the light thin professional ideas, Xugong carry-scraper division by detailed analysis of operation index and profit dealers of all, focus on the compression of operating costs, estimates of professional operating costs, formulated the "dealer management system", "development", "change the dealer management system from the dealer management system", the bottleneck problem one by one identify the channel in the operation process, make optimization scheme, and in the nationwide channels of major competitors survey, sort out the main outlets rival dealers Distribution and more than 20 sales, provides potential development for the business department adjustment and development of regional distributors. We should strengthen the construction of sales network in the weak areas, actively develop the franchised dealers of loaders, and promote the sales of products with specialized sales outlets. Up to now, a total of 13 new distributors have been developed for loaders, covering 25 key weak prefecture level cities or hot counties in 10 provinces, including Fujian, Jiangxi, Henan, Yunnan, Jiangsu, Shandong, Shanxi, Qinghai, Hunan and Hebei, and sales volume increased 42.5% over the same period last year.
