How can private CNC machine tools get rid of marginalization?

Abstract First, let's start with the entry point of private machine tool manufacturers. Due to the low barriers to entry in the mold market, the professional and technical requirements for sales personnel are relatively low. The vast majority of private manufacturing companies have begun to cut into the machine tool market. But the size and strength of the mold company...

First, let's start with the entry point of private machine tool manufacturers. Due to the low barriers to entry in the mold market, the professional and technical requirements for sales personnel are relatively low. The vast majority of private manufacturing companies have begun to cut into the machine tool market. However, the size and strength of the mold company is relatively small, and it is sensitive to the price of the machine tool and the payment method. The number of machine tools ordered at one time is small, the amount is low, and the budget is generally insufficient. The spare parts manufacturing customers are different, and the one-time purchase is different. The number of machine tools is relatively large, the amount is large, there is sufficient capital budget, and the probability of repeated purchase is high.

In addition, due to the harsh environment of the mold user's machine tool, the machine tool is in an overloaded state for a long time, and the user lacks the necessary conditions for machine maintenance and maintenance, including the corresponding technology, facilities and talents, resulting in high machine faults. The constant situation in the process will make the equipment provider fatigue, and the user complains. The spare parts users are much better, the machine tool environment is relatively friendly, the operation is strict, and the equipment department regularly arranges maintenance. Therefore, after the private CNC machine tool enterprise solves the survival problem of the enterprise, it should quickly transform into the spare parts manufacturing field.

Secondly, the long delivery time of CNC machine tools has become one of the “life gates” for many CNC enterprises to further strengthen and expand. For example, the normal delivery time of a gantry takes 2-6 months. In the peak season, the phenomenon of losing orders due to the failure to deliver properly is more serious. In order to fundamentally break through the delivery period and capacity constraints, qualified enterprises should build industrial chain and technology chain, expand production base, and mature. Large-capacity models properly stocking, cultivating and stabilizing a skilled team of skilled workers to drive the leap-forward development of enterprises.

Secondly, due to the limitations of technology, management and capital, the machine tools manufactured by Chinese private enterprises still have a certain gap in terms of stability and service compared with large state-owned enterprises and even multinational foreign companies, so that some powerful users can There are concerns about purchasing machine tools made by private enterprises. Therefore, if private enterprises can launch several practical and mature models for certain specific sub-sectors, once the mature models are approved by the users and the market is opened, the development of the enterprise can basically be stabilized; moreover, mature machines By standardization, the type will help the mass production of machine tools and break through the capacity bottleneck. On this basis, we will introduce new models with differentiated added value in combination with the customer's individual needs in the depth of the product line, or wait for opportunities to enter other industries, expand the product line of CNC machine tools, and develop medium-tech products with higher technology content. High-end CNC machine tools. So steady and steady, and gradually accumulate the market advantage of the enterprise, becoming the mainstream manufacturer of CNC machine tools in China will no longer be an unreachable dream.

Finally, once a user purchases a machine tool from a machine tool manufacturing company, it will not buy another machine tool manufacturer's machine tool. Because the technology is in the hands of the manufacturer, the maintenance is troublesome and the maintenance cost is relatively high. Manufacturers in the after-sales service aspect of the reality is bad and the internal personnel personnel changes, etc., users generally do not easily change the seller. On the other hand, in an area, relevant personnel in the industry will generally exchange ideas on purchasing equipment and other aspects. Once the quality of the machine tool is not good, and the service does not keep up with the remedial measures, it will lead the machine tool manufacturing enterprise to The market and the large-scale collapse of the industry will be more difficult to enter later.

Therefore, marketing capacity building is the last thrill of private CNC machine tool enterprises. Only after this last thrilling, CNC machine tools made by private enterprises can finally enter the hands of users. The contents of the marketing capacity building of private CNC machine tools include industry research, sales process control, channel construction, sales team building, marketing, pre-sales and after-sales services. Under the support of strong marketing capabilities, we can no longer pin the development of the company on a few heroic sales personnel, the development of the company will not be led by the sales staff, so firmly grasp the initiative of enterprise development.

Of course, can private CNC machine tool enterprises get rid of the current marginalization status, rank among the mainstream manufacturers and national teams in China's CNC machine tool market, and realize the three “Jin” points with large state-owned CNC machine tool enterprises and multinational foreign companies, the most important point. Yes, it requires the strategic vision of private entrepreneurs and the courage and courage to open up the territory in a magnificent market.

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