Construction machinery host plant to "big marketing" is what it means

2023-03-06 09:03

"The world's trend, divided for a long time will be combined, together for a long time will be divided. Decentralization and centralization is like a cycle, different stages of development need different marketing management model, the mainframe marketing now choose to turn to centralized management model is also in line with market changes, which will bring changes in the terminal sales model, agents will also change

Decentralized management model has made great contributions to the overall development of the host plant and enhance the scale

China's construction machinery market has experienced two rounds of rapid development, the greatest contribution of decentralized management model is to fully release the vitality and impetus of each product line, because almost every product line in the Chinese market has a scale of demand, if not to go all out, the results are likely to be "missed opportunities. It can be said that the rapid development of local construction machinery products and the host plant marketing decentralized management model has a lot to do with the head of the host plant almost invariably experienced this stage.

In the decentralized management model dominated by the host plant marketing decisions are basically down to the division level, each division basically follow the principle of "maximize the scale of sales" to carry out marketing work, which is concentrated in the construction and management of distribution channels, each product line mostly independent development of their own agents, and even because of their own development needs and are not willing to share channel resources with sister divisions. Agents are therefore mainly operating a single product line, without distractions, all-out efforts, limited resources focused on a single product line, in the expanding market demand quickly bigger machine sales scale, a rich return. At the same time, the agent business model has not become more powerful, its vulnerability with the arrival of the stock market and exposed.

The dilemma faced by agents today is actually a true reflection of the host plant marketing decentralized management model has reached the need for reform

OEMs hope that through the centralized management model to carry out multi-product line collaborative marketing, and thus improve marketing efficiency and improve profit levels

Many peers have seen that the shrinking market demand and customer concentration is the current development trend of the terminal market -

On the one hand, the direct impact of shrinking market demand to the host plant is the rising marketing costs and falling profits, coupled with the price war has not stopped, the host plant through the scale of sales to obtain a good profit idea is increasingly unrealistic, 2022 industry-wide sales and profits synchronized decline has been forcing the host plant to reform the marketing management model.

On the other hand, the increase in customer concentration (especially the central enterprises and state-owned enterprises increasingly prominent market position) not only brings more and more demand for complete sets of equipment and service solutions, the end customer demand is more complex, forcing the host plant marketing work to make corresponding adjustments, with "big marketing" to respond to the customer's "Big demand".

"Big marketing" is concerned about the synergy and system operations, similar to the reform of the Chinese army in recent years, focusing on multi-service joint warfare, with system capabilities more efficient against the opponent.

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