Construction machinery marketing war gradually opened

In 2010, the construction machinery industry was perfectly finished. Under the background of rapid growth in domestic fixed asset investment and real estate development, the annual sales of construction machinery increased by more than 48% year-on-year, ranking first in the entire machinery industry. In 2011, the construction machinery industry made a strong start, and the market reaction strongly exceeded expectations.

He Zaihua, a senior research fellow at China Investment Consulting, pointed out that the current market reaction is far more than expected at the end of 2010, because given the pressure of the country to strengthen macroeconomic regulation and real estate regulation, it is expected that the growth rate of the construction machinery industry will have a certain degree in 2011. The fall back. However, driven by the strong momentum at the end of 2010, the market conditions in the first quarter will continue to uphold this growth. In the new year, construction machinery companies are focusing on marketing and trying to take the first step in market channels and brand promotion.

Take Zoomlion as an example. At present, the company's development goal is to further improve the nationwide sales service network, improve product quality and brand effect. With the further development of network information channels, the shortening of the delivery period and the control of logistics costs will effectively reduce the company's supply costs. With the rise in commodity prices, coupled with rising prices of raw materials such as steel, it has continued to climb. In the future, more market space lies in the competition of downstream channels, competition in business conditions, competition among customers, and competition in services.

According to the “2010-2015 China Machinery Industry Investment Analysis and Prospect Forecast Report” released by China Investment Advisors, in general, brand promotion investment can always get a certain sales return, but this return rate will increase with the increase in investment. Decline, and the increase in sales caused by the investment has a ceiling, which is affected by factors such as the cultural environment and the competitive environment; at the same time there is a lower limit for brand promotion, and the cost of the investment below this will have negligible impact on sales. The breakthrough of the company is nothing more than creating the maximum benefit between the upper and lower limits of brand marketing.

Zhang Yanlin, research director of China Investment Consulting Co., Ltd. pointed out that the diversification of products in the construction machinery industry is becoming more and more prominent. Therefore, the development focus of the industry has also shifted. Although the current price war is nearing completion and R&D is dominant, the structure, function, and quality of products are all factors in the market share competition in the future. However, the elements of soft competitiveness still play an important role in the entire market competition. Good marketing methods Will create good conditions for product and market convergence.