In just the end of the 2016 Shanghai BMW exhibition, the 31 group launched four new machine products: SAG180-5, SAG200-5, STR130-6, SSR200-3 attracted a large number of visitors, the show has become the star product, 31 highlights the growing dominance of road machinery.
From a green hand, to today's dominant position gradually. The 31 machine is undoubtedly one of the bright younger generation, but it is this in a short period of time but the bright younger generation, has created a miracle: industry attention paver sales ranked the top three roller, always focus on the high-end market, has now become one of the road construction enterprises in China the preferred brand.
How to identify strategic positioning, crack development in the process of predicament, 2008-2009 years when he was 31 machine chairman of the 31 group senior vice president and chief information officer Redon the host process has revealed the secret 31 machine overtaking.
"Through service differentiation, product differentiation, marketing differentiation strategy" is the key to seize more market 31." He Dongdong said, in 2009, domestic competition homogenization is very serious, regardless of service, product, marketing are similar, and high-end market and the quality of service has been firmly occupied by foreign enterprises.
He added that 31 service differentiation is the user the bulk purchase of 31 products, 31 special service personnel will send professional customer service service training; product differentiation is due to the domestic roller to occupy the main market, but the profit is thin, homogeneous competition is serious, the 31 began to change direction, product the high-end positioning; marketing differentiation is to take a direct and parallel distribution.
Through service differentiation, product differentiation, marketing differentiation strategy. Under the leadership of He Dongdong, 31 Road sales exceeded 1 billion yuan mark, an increase of 160%. The multifunctional paver, single steel roller, double steel roller and other products in the market segments gradually prominent, so many domestic construction units to get rid of the long-standing reliance on foreign brands habits, as a national brand for a space for one person in the high-end market, has laid a solid foundation for leading enterprises as for a short period of time into the domestic road.
31 Rd has always taken R & D and service as the two core competitiveness of enterprises. For overseas construction customers, as long as the batch purchase of 31 products, 31 will send special service personnel stationed at the site, for a period of six months to one year after sale service. Some of the operations of relatively high demand products, such as the paver, the company pre will be on the operation of customers hand free training, in one or two months customers to use new equipment first, will send experienced operator to help users construction. High quality after-sales service has been highly recognized by users. For overseas construction, there is no maintenance point in the local, 31 of the products are many parts of the global procurement, global UNPROFOR, maintenance is very convenient.
Take the high-end product development line, lock high-end users, provide quality services, is undoubtedly the 31 road high-speed growth of the three magic weapons. In road machinery enterprises in China, 31 machine not only provide products, more important is to provide construction technology solution for the user, out of a development path with its own characteristics, established its position as a leader in road machinery industry in china.