Shantui Marketing An Lulin: Improve Product Quality and Perfect Agency Marketing

2013-12-31 728 0人评论
      In 2013, China's road machinery and compaction machinery industry achieved gratifying results in an overall sluggish market environment. Industry enterprises focused on “innovation-driven, quality first, structural optimization, green development” to adjust ideas and innovate upgrades, and the annual industry development gradually entered a track of healthy and sustainable growth. Under the current environment, in order to promote industry enterprises to better “adjust structure and transform mode”, accelerate technological innovation and upgrading transformation, and promote sustainable development of the industry and enterprises, the Road and Compaction Machinery Branch of China Construction Machinery Association held the “2013 Road and Compaction Machinery Industry Annual Meeting and Development Strategy Seminar” in Hefei on December 5, to jointly discuss issues related to the sustainable development of the industry and enterprises.

On the afternoon of the conference, a high-end dialogue session with the theme of “Change and Innovation” was launched. Five industry enterprise leaders participated in the dialogue: Xie Zhixia, Chairman of Sany Road Machinery Co., Ltd.; Xu Wenshan, President of Huatong Power Machinery Co., Ltd.; Yao Luting, General Manager of Qingdao Ketai Heavy Industry Co., Ltd.; An Lulin, General Manager of Marketing Company of Shantui Machinery Co., Ltd.; and Fan Jianzhang, Sales Director of Volvo Construction Equipment (China) Co., Ltd. I think I hold a relatively cautious and not very optimistic attitude towards the road machinery and bulldozer market next year.

First, from the domestic situation, some time ago, at the Third Plenary Session of the 18th CPC Central Committee, General Secretary Xi Jinping talked about the economic thinking for next year and proposed “seeking progress while maintaining stability”. In China's political culture, seeking progress while maintaining stability may focus more on maintaining stability. Now issues such as people's livelihood and air pollution may be more urgent. I think the state's investment in infrastructure will be relatively rational, so next year, if the domestic construction machinery market does not decline, that will be very good. From the international market perspective, this year's international market has been a very bad year, but next year there will be adjustments, and this industry still has room for survival and development.

Second, after years of rapid development, China's construction machinery has a large stock of equipment. As we all know, the stock of construction machinery equipment now has several million units, and especially the service life of equipment such as road rollers is longer.

Third, I think next year's domestic road machinery market will still have a structural adjustment problem. That is to say, for those with larger market capacity, the sales proportion of mechanical single-drum road rollers will continue to decrease. This year, mechanical single-drum road rollers have already declined, and the proportion of fully hydraulic road rollers will rise.

Regarding the choice of marketing system, Shantui started with direct sales. Shantui's bulldozers won the market through direct sales as early as the 1990s. Shantui has direct sales outlets all over the country, but later due to poor management, risks broke out. Afterwards, through cooperation with Komatsu, Shantui introduced the agency system. Shantui's agency system went from semi-dealership to multiple dealers, and then to Shantui exclusive stores. Moreover, since 2006, every prefecture-level city has a Shantui 4S store. Over the past decade or so, Shantui's development has benefited from the agency system. As time goes by, the agency system also has new problems. To solve the problems of the agency system in the new era, Shantui has launched a national overseas office system, similar to semi-direct sales. In the promotion of major customers and special products, it plays the role of direct sales. In principle, it supports regional agents, and ultimately it will return to the agency system. In short, Shantui's agency channels are still relatively excellent, and we will continue to explore, perfect and supplement the agency system to make it play a greater advantage.

For next year's road roller market, Shantui will follow the idea of steady growth rather than pursuing so-called market share. Of course, in terms of total volume, we also need to achieve scale operation, because without scale, costs cannot be allocated. We will strengthen the quality of existing products to reflect Shantui's manufacturing capability. At the same time, we will also make great efforts to continue to improve the reliability of Shantui road products. We will continue to increase investment in technology, pursue new breakthroughs in quality, and actively learn from technologically advanced enterprises like Volvo to improve the product quality of Shantui road machinery, thereby driving the development of Shantui's entire road machinery business.

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