Analysis of the competitive points of laser cutting machine enterprises

Up to now, with the change of the economic environment, the market demand of laser cutting machine is decreasing, and the competition among brands and manufacturers is almost white hot In this regard, it is intuitively felt that there are fewer new engineering projects with laser cutting machine demand, fewer people asking for quotation, it is more difficult to pay back when buying equipment, and the cycle becomes longer Customers are not as straightforward and generous as before, and they start to pick and choose from others These are all bad performances of "business" If such "messy" performances are taken out to solve, people will be at a loss However, if we sum up the current competition in laser cutting machine industry, it can be mainly attributed to the competition in brand, price, channel and service Brand competition 1 Brand demand differentiation the purpose of brand differentiation of laser cutting machine is to transform the core advantages or individual differences of products into brands to meet the individual needs of target customers Successful laser cutting machine brands have a differentiation feature, different from competitors, and then connect the brand differences with the psychological needs of customers in a consistent form In this way, brand positioning information can be accurately conveyed to the market, and occupy a favorable position in the hearts of potential customers The purpose is to create and cultivate certain characteristics, distinctive personality and unique market image for our laser cutting machine products, so as to distinguish them from competitors and effectively determine the blank position of products in the minds of customers In the trend of laser cutting machine enterprises and products becoming more and more homogeneous, more and more similar products, more and more fierce competition, in order to break through, enterprises must select their own brand positioning strategy according to the actual needs, to find the right market position for their own enterprises and products 2 Brand quality is king The reason why a laser cutting machine brand has a high reputation and can get praise from customers is that it must come from excellent quality and service, which is the basis of the brand Without good quality and perfect service guarantee, the best brand will be rejected by customers This is reflected in the market for the purchase of a laser cutting machine products customers can continue to buy the brand and recommend to others enthusiasm Improving the quality of products and services is the premise of improving the brand, which is directly related to whether it can become a real brand and Here, the competition is divided into two parts: product quality and service quality With the rapid development of metal laser cutting machine in the Chinese market for more than ten years, the threshold for entry into the industry has been reduced rapidly, and the metal laser cutting machine is no longer mysterious However, due to the differences in the processing level and manufacturing accuracy of various enterprises, the efficiency, consumption and stability of various brand products show great differences, especially compared with foreign brands In the future of higher and higher requirements for energy consumption and environmental protection, product quality will play an increasingly significant role in market competition Service includes pre-sale, sale and after-sale service, in which pre-sale and sale service can be combined as one, as a sales skill, which is also the place that sales personnel need to pay attention to As a separate type of service, after-sales service has been paid more and more attention by laser cutting machine manufacturers and distributors Because it is not only a continuous service of a transaction, but also a marketing idea and way To build its own after-sales service brand is the next direction of laser cutting machine suppliers to actively practice We can see that not only the manufacturers put forward to strengthen the after-sales service, but also the agents at all levels have a new understanding of the after-sales service But at the same time, there are also negative phenomena in the after-sales service One is excessive service What can be repaired in maintenance is not repaired but replaced completely Minor repair is changed into medium repair and medium repair is changed into major repair The other is to keep one hand when repairing To solve the temporary needs is the same as the "ear plucker" of the quack doctor The third is to rob the service and take away the original after-sales service items in the way of low price and substitutes It is this type of service team whose maintenance work is simple and rough, and whose maintenance projects are easy to make money, and whose difficult and miscellaneous diseases or minor diseases caused by inadequate technology will disappear In this way, the relationship between merchants is tense, forming a vicious circle The supplier thinks that he sells the equipment to the customer with a small profit, but he doesn't make any profit except for the quality assurance Once he meets the problem that the customer is difficult to solve, he is out of revenge: either he is unwilling to provide the service, or he increases the service fee The customer thinks that the equipment is purchased at his own expense Moreover, the price of the original factory's after-sales service is quite different from the market price If he wants to provide the service, he can provide the service However, when the equipment encounters problems that cannot be solved, the manufacturer and the agent still need to fulfill the service obligations In fact, there is only one reason for this contradiction, that is, the cost of after-sales service, that is, the price competition, which is mainly reflected in the price difference with high imitation and substitutes The competitive price of price is actually a sensitive topic for laser cutting machine industry, but we can analyze what influences the price of laser cutting machine 1 Production and transaction costs, 2 Information asymmetry, 3 Profits of manufacturers and distributors Theoretically speaking, the larger the production scale, the lower the production cost, but in the actual laser cutting machine industry, the production cost difference caused by the production scale is not very big The expansion of production scale can bring the advantages of mass production and low purchase price, but it also brings the rise of management cost In the past, the reduction of production cost in large-scale production was mostly based on low labor cost However, due to the gradual disappearance of China's demographic dividend, the proportion of human resource cost in economic activities is more and more heavy At the same time, the larger the scale is, the higher the grade is, and the higher the investment in human resource management is In this way, the difference of production cost is not very big Take a small power laser cutting machine as an example, the difference between the cost of international and domestic small brands is at most 1000-2000 yuan, which is normal for the laser cutting equipment with a price of about 20000 yuan, because the overall price difference is about 5000 yuan To improve brand competitiveness by reducing production costs is the primary stage of competition, because to some extent, production costs cannot be infinitely compressed In today's laser cutting machine homogenization is serious, the result of excessive squeezing production cost is to reduce the quality of the distribution, to replace the inferior This is nothing new in the laser cutting machine market So in order to increase the brand premium, we have to start from other aspects Another cost is the transaction cost, including all kinds of taxes and fees generated by enterprise operation and logistics and public relations expenses generated by laser cutting machine transaction The first two items are related to the development level of national policies and logistics, and the third one is related to the development level of laser cutting machine market As the laser cutting machine industry is in the buyer's market in recent years, it has become a potential rule to open up the transaction joint through some abnormal means The change of public relations expenses will affect the price of products in a single transaction The more asymmetric the information, the more fluctuating the price Information asymmetry used to be one of the main reasons for the huge profits of laser cutting machine industry, which is due to the objective conditions of social communication and communication technology, as well as the subjective reasons for the artificial restrictions of the manufacturers on the information circulation in each regional market With the gradual deepening of market-oriented information, the problem of information asymmetry is being solved, so that the price of conventional laser cutting machine and accessories is basically transparent And with the promotion of media tools such as the Internet, brand popularity diffusion (non customer recognition) is very easy To eliminate the information asymmetry and expand the popularity can be done from different sales channels of laser cutting machine The profits of manufacturers and distributors are both unified and opposite Only when both of them make money can the cooperation continue, the brand can go deep into various fields and regional markets, and become bigger and stronger But at the same time, the product quality and brand image are fixed within a certain period of time, and the price that customers can bear is limited In a limited price area, the profit is certain after all costs are removed If you are more, I will be less If I am more, you will be less In order to ensure their own interests, both sides have a bottom line of profits If it is lower than the bottom line of profits, it may not be a single one Therefore, the price is limited by the bottom line of profits of manufacturers and channel providers If the bottom line of profits is high, the price will be high; if the bottom line of profits is low, the price will be low Price competition is often not simply in the face of high and low prices, but in the form of cost-effective mix of brands in the market For example, the same price is 2000 yuan, apple and millet, one makes consumers feel very cheap, the other feels slightly expensive, customers will make different choices for the same price In the same way, for different laser cutting machine brands and the same price, customers will also make different choices based on their actual needs and economic situation This is also the reason why the laser cutting machine manufacturers are positioning their products and prices at high, middle and low levels Different grades of products and prices meet different needs and customers Channel competition: a very important development of laser cutting machine enterprises is the development of If we can recruit strong and awesome agents (dealers), the brand will soon take root in the regional market, so almost every manufacturer is looking for suitable agents (distributors) and developing agents (distributors) This is the power of channels What is "channel"? There are "differences" in thinking and methods between manufacturers and agents (distributors) in their understanding and mastery of them In the view of the manufacturer, "channel" is "agent (dealer)", so when making the channel strategy, we think too much about how to make the agent (dealer) strategy, including the channel incentive plan for the agent (dealer), the agent (dealer) management and so on, and ignore the channel construction and management itself; in the view of the agent (dealer), the channel is Own Therefore, some agents have become increasingly impetuous because of their "cognitive" bias They regard the resources they have in the downstream distribution channels and some experience in market operation as the "capital" to play games with manufacturers, and even sometimes there will be a phenomenon of "shop bullying" and blackmail a manufacturer: in my territory, customers belong to me I can't do the market, others don't want to do it All of these are the key factors that lead to the contradiction between manufacturers It is impossible for a person to earn all the money in the industrial chain Direct selling has the advantages of direct selling and agency has the advantages of agency Generally speaking, for the sale of industrial products, manufacturers will adopt the development mode of setting up agents at all levels at the local level, which is fast, cost-effective and more close to the market Even in some industries and countries, such as the United States, the law stipulates that cars cannot be sold directly, and only authorized agents can be sold In China's laser cutting machine industry, the channel mode of headquarters + offices + agents + informal authorized dealers is relatively popular, which also conforms to the marketing idea of laser cutting machine as an industrial product This channel mode will produce the following competition in the development: the competition between agents and offices in the same market, the competition between agents and agents, the cross-border competition between agents in different markets