China's construction machinery market experienced a transition from foreign brands to monopolies, domestic brands to the initial rise, and domestic brands to go abroad. When the Chinese construction machinery industry, which had just grown up, began to go out of the country and look to the international market, the branding role of construction machinery products made manufacturers feel that they had no brand.
At present, "homogenization" has become a sensitive vocabulary in the field of domestic construction machinery. Not only is the product homogenized, the service is also homogenized. As the degree of intensification of the industry is getting higher and higher, the trend of product homogenization in the construction machinery industry has become even more obvious. In the mixed Chinese construction machinery market, more and more similar products gradually make the functions of mainstream products more homogeneous, making the growing brand products fall into the vast ocean of products, and it is difficult to truly win the favor of consumers. .
Mutual imitating homogeneity of products
China is a big producer of construction machinery, but it is not a powerful country in engineering machinery. For various reasons, domestic construction machinery companies are mostly used to “follow the trendâ€. As long as they are best-selling products, they tend to go all-in. Lack of unique products can only fall into the trap of homogenous competition. Most of the domestic loader manufacturers are in the “assembly modeâ€, that is, they rely on externally-drawn components and assemblies to assemble products and lack core technologies. Many brands are even "brothers of twins," with the same drawings, processes, and configurations. Due to the gap in technological level and economic strength, many domestic companies are almost completely adopting “acquisitionism†in product development, and using imitation instead of research and development, what products sell well on their behalf. As a result, Dachang followed foreign operations, small factories followed the big factories, and individual households followed small factories. This was the root cause of the homogenization of industrial products.
At the same time, as compared with the past, users’ education has improved and their spending power has increased. Consumers can fully exercise their rights to pick and choose, which is the embodiment of independence and freedom. The loyalty of consumers is becoming more and more fragile, and the goals they pursue are also moving from ordinary products to famous brands. Construction machinery products are no longer just an unwieldy stupid guy. They also mean a smart, smart tool. Buying construction machinery products is not just about buying a tool, but buying an experience and service.
Due to the protection of transaction security and the expectation of high quality of products, consumers' demands for construction machinery brands and even corporate brands will become inevitable. Construction machinery products belong to large-volume investment products. The reliability of products is the most concerned, coupled with the relatively high price, the transaction process, the use process and the value-added process are relatively long, and the customer's sense of insecurity increases. At the same time, the construction machinery products also represent the manufacturing level of a company and a country, which determines that the customer will put forward various requirements for each detail of the construction machinery products, and take a comprehensive consideration.
Ignoring user needs is also homogenizing services
While the competition for product homogenization is already in a heated state, the service competition of domestic construction machinery companies has also begun to “heat upâ€, but the vast majority of companies still do not depart from the traditional “service as a service†service model, and are presented as products. High homogeneity. Due to the increasing complexity of product technology, sales of construction machinery products are increasingly dependent on services, including ordering, delivery, commissioning, training, consulting, repairs, maintenance and spare parts supply. However, at present, user services in the construction machinery industry are generally in the state of passive service, which is basically a “headacheâ€. Some companies only pay attention to product sales performance, ignore the communication with users, and even negatively believe that there are some minor defects in domestic construction machinery products. It is normal that users should be able to tolerate small defects since spending is limited. Companies generally cannot strictly abide by their commitment to users, and even regard service commitments as a pure promotion. As a result, users have become increasingly distrustful of corporate commitments and are increasingly reluctant to pay for services. Without cost protection, companies have caused service levels to decline, creating a vicious circle.
The result of the lack of communication and communication between enterprises and users is that if the problems reflected by users are not effectively solved for a long time, they will certainly choose other brands, and enterprises will face the danger of permanently losing users. What's more, because users are in a state of repression for a long time, it may become a “time bomb†over time, and use such “rights protection†methods as exposing the media to courts, etc., to vent their dissatisfaction with companies and cause enterprises and brands to suffer. Seriously hit, pay more for communication costs.
In fact, the needs of most users are very simple, that is, they want the equipment to work as long as possible. Then, can an enterprise establish an early warning mechanism for equipment failure and eliminate the failure in the bud? Can you provide users with emergency equipment to ensure that users can work normally when the equipment fails? Can you design multiple package-style services for users who have more than three packs of equipment to choose?
Experts point out that user service is not only an important way for enterprises to create competitive advantages, but also an important way to gain profits in the future. Therefore, companies must understand users by establishing effective communication with users, respond quickly to changes in user needs, and provide services that meet user needs to promote user satisfaction. Experts emphasized that in the context of homogenization of the construction machinery industry becoming more and more serious, companies must use services to help users build confidence in brands and products. “Only know how good it is to useâ€, if the company provides users with high-quality, value-added services, users will not only recognize it, but also recommend companies to their relatives and friends. In this way, the better the reputation of the enterprise service, the more confidence the user has in the enterprise, and the better the sales of the enterprise.
Lack of brand building leads to the loss of users
The president of Peugeot China has had a wonderful comment on China's auto consumption market. He believes that the reason why Peugeot dared to retreat and return to the Chinese market is that the most important point is that Chinese auto users still lack brand loyalty and the brand is at the user level. The process of choosing a car product is only a minor factor. If China's auto industry has no user loyalty, then China's construction machinery industry will have to add a "more" word.
In fact, most of the users of construction machinery in China are the first standard when selecting products. Due to the high degree of homogeneity of products, users often think that products are only different in brand names, but they are virtually the same, so as long as prices are low, they are “good productsâ€.
China is a big country in the construction machinery industry, but it is not a strong country in engineering machinery. For various reasons, domestic construction machinery companies are mostly used to “follow the trendâ€. As long as they are best-selling products, they tend to go all-in. Lack of distinctive products can only fall into the trap of homogenous competition. The simplest and fastest way to profit is to fight prices. But unfortunately, the "price war" has not brought great progress to most enterprises. Although the long-term price war has brought users immediate benefits, it has also fostered the "non-loyalty" of users, with few users. The same brand of product will be selected in use. In the user's mind, there is no obvious brand difference in construction machinery companies. Their impression of manufacturers is basically based on their experience in using the product. Public opinion reports even the name of the company. The perception of the company's brand is very vague. Except for a few company brands that can leave a slight impression on users, most brands are still unable to take root in users' hearts.
Like other Chinese companies in other industries, manufacturing companies in the construction machinery industry did not really understand the brand culture and internal logic, and its fundamental significance to consumers and marketing. Brands support high-priced product strategies by reducing consumer sensitivity to prices, but brand building requires the implementation of a new kind of corporate thinking and huge investments that are consistent. A management scholar in Japan once said: “A Japanese world-class brand has to invest several tens of billions of dollars for decades. Which entrepreneur in China has such a lot of energy?â€
At present, "homogenization" has become a sensitive vocabulary in the field of domestic construction machinery. Not only is the product homogenized, the service is also homogenized. As the degree of intensification of the industry is getting higher and higher, the trend of product homogenization in the construction machinery industry has become even more obvious. In the mixed Chinese construction machinery market, more and more similar products gradually make the functions of mainstream products more homogeneous, making the growing brand products fall into the vast ocean of products, and it is difficult to truly win the favor of consumers. .
Mutual imitating homogeneity of products
China is a big producer of construction machinery, but it is not a powerful country in engineering machinery. For various reasons, domestic construction machinery companies are mostly used to “follow the trendâ€. As long as they are best-selling products, they tend to go all-in. Lack of unique products can only fall into the trap of homogenous competition. Most of the domestic loader manufacturers are in the “assembly modeâ€, that is, they rely on externally-drawn components and assemblies to assemble products and lack core technologies. Many brands are even "brothers of twins," with the same drawings, processes, and configurations. Due to the gap in technological level and economic strength, many domestic companies are almost completely adopting “acquisitionism†in product development, and using imitation instead of research and development, what products sell well on their behalf. As a result, Dachang followed foreign operations, small factories followed the big factories, and individual households followed small factories. This was the root cause of the homogenization of industrial products.
At the same time, as compared with the past, users’ education has improved and their spending power has increased. Consumers can fully exercise their rights to pick and choose, which is the embodiment of independence and freedom. The loyalty of consumers is becoming more and more fragile, and the goals they pursue are also moving from ordinary products to famous brands. Construction machinery products are no longer just an unwieldy stupid guy. They also mean a smart, smart tool. Buying construction machinery products is not just about buying a tool, but buying an experience and service.
Due to the protection of transaction security and the expectation of high quality of products, consumers' demands for construction machinery brands and even corporate brands will become inevitable. Construction machinery products belong to large-volume investment products. The reliability of products is the most concerned, coupled with the relatively high price, the transaction process, the use process and the value-added process are relatively long, and the customer's sense of insecurity increases. At the same time, the construction machinery products also represent the manufacturing level of a company and a country, which determines that the customer will put forward various requirements for each detail of the construction machinery products, and take a comprehensive consideration.
Ignoring user needs is also homogenizing services
While the competition for product homogenization is already in a heated state, the service competition of domestic construction machinery companies has also begun to “heat upâ€, but the vast majority of companies still do not depart from the traditional “service as a service†service model, and are presented as products. High homogeneity. Due to the increasing complexity of product technology, sales of construction machinery products are increasingly dependent on services, including ordering, delivery, commissioning, training, consulting, repairs, maintenance and spare parts supply. However, at present, user services in the construction machinery industry are generally in the state of passive service, which is basically a “headacheâ€. Some companies only pay attention to product sales performance, ignore the communication with users, and even negatively believe that there are some minor defects in domestic construction machinery products. It is normal that users should be able to tolerate small defects since spending is limited. Companies generally cannot strictly abide by their commitment to users, and even regard service commitments as a pure promotion. As a result, users have become increasingly distrustful of corporate commitments and are increasingly reluctant to pay for services. Without cost protection, companies have caused service levels to decline, creating a vicious circle.
The result of the lack of communication and communication between enterprises and users is that if the problems reflected by users are not effectively solved for a long time, they will certainly choose other brands, and enterprises will face the danger of permanently losing users. What's more, because users are in a state of repression for a long time, it may become a “time bomb†over time, and use such “rights protection†methods as exposing the media to courts, etc., to vent their dissatisfaction with companies and cause enterprises and brands to suffer. Seriously hit, pay more for communication costs.
In fact, the needs of most users are very simple, that is, they want the equipment to work as long as possible. Then, can an enterprise establish an early warning mechanism for equipment failure and eliminate the failure in the bud? Can you provide users with emergency equipment to ensure that users can work normally when the equipment fails? Can you design multiple package-style services for users who have more than three packs of equipment to choose?
Experts point out that user service is not only an important way for enterprises to create competitive advantages, but also an important way to gain profits in the future. Therefore, companies must understand users by establishing effective communication with users, respond quickly to changes in user needs, and provide services that meet user needs to promote user satisfaction. Experts emphasized that in the context of homogenization of the construction machinery industry becoming more and more serious, companies must use services to help users build confidence in brands and products. “Only know how good it is to useâ€, if the company provides users with high-quality, value-added services, users will not only recognize it, but also recommend companies to their relatives and friends. In this way, the better the reputation of the enterprise service, the more confidence the user has in the enterprise, and the better the sales of the enterprise.
Lack of brand building leads to the loss of users
The president of Peugeot China has had a wonderful comment on China's auto consumption market. He believes that the reason why Peugeot dared to retreat and return to the Chinese market is that the most important point is that Chinese auto users still lack brand loyalty and the brand is at the user level. The process of choosing a car product is only a minor factor. If China's auto industry has no user loyalty, then China's construction machinery industry will have to add a "more" word.
In fact, most of the users of construction machinery in China are the first standard when selecting products. Due to the high degree of homogeneity of products, users often think that products are only different in brand names, but they are virtually the same, so as long as prices are low, they are “good productsâ€.
China is a big country in the construction machinery industry, but it is not a strong country in engineering machinery. For various reasons, domestic construction machinery companies are mostly used to “follow the trendâ€. As long as they are best-selling products, they tend to go all-in. Lack of distinctive products can only fall into the trap of homogenous competition. The simplest and fastest way to profit is to fight prices. But unfortunately, the "price war" has not brought great progress to most enterprises. Although the long-term price war has brought users immediate benefits, it has also fostered the "non-loyalty" of users, with few users. The same brand of product will be selected in use. In the user's mind, there is no obvious brand difference in construction machinery companies. Their impression of manufacturers is basically based on their experience in using the product. Public opinion reports even the name of the company. The perception of the company's brand is very vague. Except for a few company brands that can leave a slight impression on users, most brands are still unable to take root in users' hearts.
Like other Chinese companies in other industries, manufacturing companies in the construction machinery industry did not really understand the brand culture and internal logic, and its fundamental significance to consumers and marketing. Brands support high-priced product strategies by reducing consumer sensitivity to prices, but brand building requires the implementation of a new kind of corporate thinking and huge investments that are consistent. A management scholar in Japan once said: “A Japanese world-class brand has to invest several tens of billions of dollars for decades. Which entrepreneur in China has such a lot of energy?â€
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