Rural encircling cities, construction machinery accessories war
As a whole, the accessories market belongs to the post market of construction machinery. In the era of excess capacity of construction machinery, the opportunity of new machine sales is tightening. Two, mobile phone sales and accessories market has become the market that the industry is concerned about.
According to incomplete statistics, the total market total of China's engineering machinery accessories is about 200 billion per year. 31 in this one of the large manufacturers to profit growth point on the hope that the original accessories sales, many enterprises launched accessories manufacturers own mall, in theory, the enterprise brand manufacturers selling a lot of machinery, the machinery will be in the product life cycle in the continued consumption of accessories, it will be a a rigid demand, should be able to bring profits for the growth of enterprises brands. Brand manufacturers hope to increase the original accessories sales, professional accessories enterprises are trying to defend their interests in the accessories sales, it will form parts of war, like the city of high-end brands, accessories enterprises like down to earth in rural areas, rural areas surrounding the city or the city and countryside, this is a problem. In order to make it easy to distinguish, in this article, the 31 and China Federation of this manufacturer's accessories are called the original factory accessories, non - original fittings are unified as professional accessories.
The sale of spare parts for construction machinery is a comprehensive service, and the accessories sales company has three brushes to make money. First, the brush is the after sale service, and the feedback processing of the spare parts after sales to the customer, the more timely, the more we can win the trust of the customers. Second, the brush is credit support, and the final customers of accessories sales are mainly building enterprises and machinery leasing enterprises. The accounts receivable of these enterprises have become the industry norm. The sales of spare parts also exist in the accounts period. There will be interest in the account period. Third brushes are the scale effect, the bulk purchase price is low, the sporadic sale price is high, in order to make money. The three brushes have only one form of expression, which is to buy low and make a high price difference.
The people in the industry try to analyze the odds of winning the two party in the spare parts war from the customer stratification of the accessories and the management of the accessories sales.
There are mainly three kinds of distribution channels for accessories, the 1. accessories enterprises are sold to maintenance enterprises, and repair enterprises sell parts through maintenance services and accessories replacement. 2., accessories enterprises sell accessories directly to the leasing enterprises, and a large scale rental enterprises will set up a maintenance team by themselves, which will purchase spare parts for rainy days. 3., accessories enterprises sell accessories to construction units. Some building units own mechanical equipment. In order to ensure construction progress, spare parts are on standby at construction sites, and time cost is reduced when machinery maintenance is needed.
Parts of the channel determines the customer's stratification, high-end customers are mainly the quality of the sensitivity is not sensitive to the price of customers, especially the construction unit construction machinery maintenance of large state-owned enterprises if not subcontracted to staff management, so the equipment management department will tend to purchase original parts, because the price of the original accessories relatively stable. Can withstand the audit departments of the inspection; the other one is the quality of the original parts is relatively stable, if the machine is out of order, the engineering department will not blame the equipment purchasing accessories are tricky. Of course, there is a state of mind that is important, that is, it is the money that is spent in the public, and it is not necessary to pay more attention to it.
The middle and low end parts users are from the maintenance and leasing enterprises, these two enterprises are more sensitive to the price, and the quality requirements for the products are different from the boss. The quality of plant maintenance and leasing companies have the ability to distinguish most parts, and has the ability to judge the parts price, once the formation of judge thinking inertia, so some companies will adhere to the selection of some of the original accessories, there will be some enterprises will adhere to the selection of professional accessories. As the price of the accessories of the original plant may be higher than that of the professional accessories, the middle and low end parts users will prefer to choose professional accessories.
From the perspective of customer stratification, the strategic consideration of the future large state-owned enterprises in light asset operation will reduce the switching of purchasing equipment to leasing equipment. It means that the scale of maintenance and leasing enterprises will grow. This price sensitive customer may prefer to purchase professional accessories instead of original parts. Therefore, in the perspective of customer stratification, professional accessories are more opportunities for future development than original accessories.
From the perspective of accessory sales channel construction, accessories sales can be divided into two channels: Manufacturer's direct selling and agent selling. The former parts are mainly sold by the after-sales service department of brand manufacturers. The ability of customer service service will lead to new machine sales, sales in the new machine crazy 2010-2012, customer service service construction has reached its peak, which appeared in 2013 sales decline appeared, the customer service service department is gradually burn cut down to size even gradually cancelled, a well-known manufacturer of Guangzhou customer service department even has been completely abolished, no customer service support original accessories can only take the agents channel or direct business, if the price is higher than the original accessories online agents under the line price, then the firms import original parts of electric providers do not have development opportunities; if the price is lower than the original accessories online agents under the line price, the original factory accessories dealers will give up the right of agency or dispute.
From the cost management of accessories sales, the cost of direct selling of original parts will cause high cost of channel management because of the brand image appeal and the high quality of managers. Therefore, high profit must be needed to maintain operation. This causes the original factory accessories in addition to the quality of the high price, the high cost of its channel is also an important reason for its high price. The direct channel of the original factory accessories is hired by the professional managers, in white is the senior workers, workers depend on wages and bonuses to survive. If the original factory accessories sales rely on wages to motivate workers, they can not guarantee the 24 hours of after-sales service initiative. If the original parts rely on the bonus to mobilize the enthusiasm of the migrant workers, it is not possible to exclude the possibility that the migrant workers can sell professional accessories privately. Professional accessories manufacturers are generally small scale, the boss personally manage the sales, characteristics of the boss is not on the weekend. The boss set professional accessories enterprise ownership and management in a body, does not exist while helping others secretly mentality. If the original factory accessories take a direct channel, it is likely that the operation cost is high and the service ability is difficult to guarantee.
From the perspective of the sale of accessories, the price of original parts is more transparent, which is both good and bad. For cash purchases, price transparency is a good thing; for credit sales, price transparency is not necessarily a good thing. Accessories vendors will be more inclined to choose the price less transparent in the credit professional accessories accessories, accessories such as the price of opaque, so the credit interest costs plus many customers, Wucongkaozheng, but some customers will think to buy professional accessories than to buy the original accessories but also cheap credit.
On the whole, if China's economy continues to decline, and the profits of construction machinery industry will continue to slump, more terminal customers will join the price sensitive ranks. The final accessories war will probably be a rural encircling the city.
