How to weave winter and winter clothes for construction machinery agents at this stage

From 2007 to 2008, China’s e-commerce industry saw a sluggish market. At the end of July 2008, Ma Yun, Chairman of Alibaba's Board of Directors, publicly shouted to all employees of the group that “The next winter will be longer than you think! More cold! More complicated On the second APEC Business Council Asia Pacific SME Summit held on August 2, 2008, Ma Yun once again elaborated on the "winter theory," claiming that "the world has entered the most complex and difficult period since World War II." And that Alibaba is ready for the winter, I hope to have a few years of rest time.

From the middle of 2011 to the present, the cold current faced by the Chinese construction machinery industry is felt most deeply by the vast number of agents who are fighting at the forefront of the market. Many industry veterans also mentioned the “wintering theory”. Recently, the reporter of “Construction Machinery” interviewed Li Wenqi, chairman of Hunan Lutong Machinery Equipment Co., Ltd., and he said: “It is not necessarily a good thing for the industry to overheat and advance. Sometimes it is not a bad thing to let the brain get cold. Using '39 days' Just work hard to cultivate your own company, work hard on personnel and management, and strive to forge a good coat to help companies avoid cold."

Sitting on the taxi in the rain in Changsha, the brother jokingly told reporters: “Changsha has had three rains this year. Every month, there are too few days for the sun.” What the reporter worried about was not too much rain. But this long rainy season may seriously affect the equipment rental rate of construction machinery users. Many projects may also be postponed due to rain, and users will not be able to earn money, so that the construction machinery industry will “look at the nightfall”. It seems that this winter in the construction machinery industry may be even colder than Ma Yun’s winter. In the spacious office of Chairman Li Wenqi just took a seat. The assistant first gave us a cup of hot tea. The reporter took a sip of hot tea and threw the feeling in the taxi to Mr. Li. Unexpectedly, he listened and laughed. "Your feelings are really appropriate. Hunan has indeed had too much rain this year. This has made the construction machinery market in Hunan even worse and colder than other brother markets. But the cold is not necessarily a good thing for us." Agents are fighters in business wars. Only by the baptism of a brutal war and surviving, that is the true warrior."

Accumulation of talent: "Winter" is a good opportunity for seeking talent

In the current market environment, some agencies use the layoffs to reduce operating costs to protect the cold, but Hunan Lutong Machinery and Equipment Co., Ltd. does the opposite and takes a lot of money to stabilize and expand the talent team. Li Wenqi stressed that the current market is very sluggish, and some companies rely on layoffs to reduce pressure, but Lutong Company is increasing its talent reserve. In April 2011, Lutong’s employees had more than 40 sales staff. In April this year, more than 150 people have been reached. “The bad market conditions are the best time to sharpen people, exercise people, and challenge people. It is also a good opportunity for us to reserve talents. We will relieve our employees from the economic worries and work with them to plan a practical blueprint for them. It is not impetuous, emboldened, or targeted. During the Spring Festival this year, it is an active period for the flow of talented people. However, we do not have a flow or loss of employees. Instead, we have increased dozens of employees after the Spring Festival.” Hunan Lutong Machinery Equipment Co., Ltd. can The charm of broadly attracting talents lies in the following: First of all, they provide every employee with a platform to give full play to their abilities. There are no rules and regulations that limit death, so that employees can't develop and consider problems best. Secondly, they actively encourage all employees to innovate, and it is necessary to innovate. Even if the innovation process fails, the company not only does not punish but also rewards. Li Wenqi said that since supporting employee innovation, it also means allowing failure in the innovation process. There will be many difficulties in the innovation process. The company will do its best to support employees to overcome difficulties. If these difficulties are overcome, they will not succeed. The company will also support you to continue to innovate. This is the consistent aim of Lutong. Now their employees are Growing and developing in an innovative environment.

Execution speed: Who will win in the business war?

Zhang Ruimin, CEO of Haier Group, once put forward a well-known business question. “How can stones float on the water?” Zhang Ruimin’s answer is “speed.” Speed ​​decides the outcome. In the market tide, whoever is faster win. If the business battle is against the water, it will be retired if it does not advance, and it will also be retreat if it is slow. From the chairman to ordinary employees, Lutong Company not only values ​​innovative power but also values ​​the execution power that is vigorously implemented. Things decided to be held tonight will definitely begin tomorrow. In the process of implementation, some people may have various ideas and fear that they will fail and face so many difficulties and obstacles. However, from the top of the company, they do not regard any difficulty and resistance as an excuse to interfere with execution, and speak of speed. The pursuit of quality is one of Lutong's biggest features.

Lutong’s ability to achieve rapid growth over many years is mainly due to the innovative awareness of all members and the company’s strong execution capabilities. Li Wenqi told reporters that Lutong Co., Ltd. is not the chairman of the board. In fact, many important decisions, such as some strategic plans and sales policies, gather the wisdom of all employees. "I just put all of their innovations together for implementation, but I'm very strict."

The market conditions in 2011 were not good, but the growth rate of Lutong's business last year exceeded 60%. Since this year, the market is still very weak, but Li Wenqi believes that Lutong will not be bad, and they will work hard to maintain the sales performance of last year. It may also grow. “Because we have a reserve of talented people, our employees have been trained and tempered for so many years, and they have become more resilient. In the face of a weak market this year, we are more confident and have grown on the basis of last year. We have this. Understand that our performance continues to be closer to expectations."

Debt Management: A Stable Rear of Business Development

In the face of the “winter” of the market, construction machinery agents, if they do not have a good talent pool and good debt management, are bound to be eliminated. Therefore, good agent companies, in addition to talent reserves, credit management is also particularly critical. Li Wenqi believes that the key to current agents is to handle three issues: sales, creditors, and services. Any one of them will collapse.

In the harsh winter of the market, various agents have been forced to fight bayonets, and Lutong Company has devoted sufficient efforts in the above three aspects. It has cultivated an excellent and powerful sales force, and has very good creditor management to ensure a stable rear. . In addition, without a good after-sales service security system, it is difficult to move. Only by doing these three things can we qualify for competition in the market. However, Hunan Lutong Company, as an agent of Liugong in Hunan, is a sales force and a team of employees. It is inseparable from other major brands in the industry, and even Lutong’s sales force is even more powerful because of the analysis of sales performance. Road pass is not bad. Li Wenqi is proud to say that Lutong is a leader in many brand agencies in Hunan in terms of debt management. Several time ago there were several CEOs of Hunan local agents who came to the company to find Li Wenqi. Why did Lutong Company manage debts so well? Li Wenqi's reply is: "We will strictly control the creditor's rights before sales, during sales, and after sales, so that we can have a good credit effect."

After-sales service: the core of sales and marketing

Many companies' after-sales services rely on human-sea tactics, while Lutong companies rely on refined management. They are very strict in their requirements from the service personnel reserve to the service personnel's after-sales service management. At the same time, each service personnel is provided with generous treatment, which allows them to calm down and devote their efforts to the after-sales service. From the original "3 in place", "5 in place", to the current "13 place", as long as the purchase of equipment sold by the company, the customer can enjoy the service of the company's service engineer 13 times on-site service.

In the cold period of the market, many agents may be more willing to invest their money in the pre-promotion business war. Li Wenqi said that he has begun to "feel timid," and wants to walk more steadily, and put a considerable amount of money into late-stage services. His idea is that his own brand, through more than 5 years of publicity and practice in the Hunan market has been basically stable, and customers are now buying things that are generally worried about service, so in 2012 Lutong Company focused on services, and in 2011 the service increased. More than 5 million yuan is expected to increase to 8 million in 2012. The market is not good, but we must do a good job of service and leave a good reputation to the market. This is absolutely a good medicine for locking in old customers and attracting new customers.

The fight in the business war will be more cruel in the winter market. Everyone urgently needs to increase the "fat layer". Others may want to turn Liugong's customers into his customers, and vice versa. This is the "fighting bayonet." competition. What to do for customers, then look at who has better services. This is the reason why Lutong has continuously increased its service investment in recent years. Heavy punching creates services and services, and service is the core of this year's sales. To win the favor of customers, at the very least, their services are better than their competitors, and services have become the true core of the entire sales and market.

Market Forecast: Not Too Hot, Not Too Slumping

Li Wenqi expressed that he has confidence in China's construction machinery demand market, because the total market volume has not decreased, but it is not only hot in previous years, and the number of brands currently entering the market has increased, resulting in a decrease in the market share of each brand. Everyone thinks the market is bad. As the slowdown of macro-control in 2011 caused the entire 18 highways and high-speed rail projects in Hunan to stop work directly, but in 2012 they resumed work one after another. This will in turn stimulate a large number of equipment requirements. Strictly speaking, the industrial market is still relatively good, and it is not very bad. In the future, the environment will not be very poor. It can only be said that the market is basically stable, not hot or sluggish.

The overall sales volume of the excavator market in Hunan in 2011 was more than 6,800 units. In Hunan, this figure is relatively small and stable. The market should never return to its precarious situation, but it is impossible to reduce it from more than 6,000 units to more than 2,000 units. Therefore, the market should not be too pessimistic.

Talking to Li Wenqi's chairman about the company's development, the reporter's clearest impression is: A successful agent company must be able to live a good life, but also to make it difficult. In the wave of credit sales has become the mainstream of the market, companies want healthy development, talent team, execution, innovative spirit, creditor management, after-sales service and other major links must go hand in hand, so that benign integration, in order to play in the business war in the wind wave weaving A good warm cotton coat.