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Talking about the characteristics of hardware valve marketing mode

by:Sino Valves     2021-03-07
There have been some changes in the marketing model of hardware valves. This is a good thing for hardware valves and there are challenges and adaptations. The number of companies engaged in hardware valve processing is very large, which also shows that this market share is quite attractive. people. The hardware pump valve industry is a huge industrial group, which plays an important role in the construction of the national economy. There are no less than 200,000 pump and valve processing and manufacturing enterprises nationwide, and more than 1 million personnel engaged in pump and valve business activities. In line with the changes in the modern market, the pump valve industry is also advancing with the times. As the coverage of the e-commerce market increases, the pump valve industry is also trying to enter the e-commerce market, expand its market share, and keep up with the market and consumers Needs and shopping habits. my country's hardware valve casting industry has entered a period of rapid development. It has become the largest valve casting processing center in Asia and one of the largest valve casting markets in the world, especially after the rise of power station valves, chemical valves, valve building materials, and food valves. With its broad prospects for development and attractive market profits, it has become a sweet pastry for many companies to invest in. The hardware industry and ordinary consumer products have undergone great changes in the marketing form. Under normal circumstances, the hardware industry marketing is a typical bulk trade, and its sales characteristics and channel structure are also very different from ordinary consumer products. 1. Transaction object: mainly industry users. The marketing targets of the hardware industry are generally the buying behaviors of groups and institutions with obvious industry characteristics. Therefore, our marketing targets are not the individual consumers faced by the FMCG industry, but the productive investment that is characterized by industry users and invested in reproduction; 2. Product structure: technology is relatively specialized. The hardware industry generally belongs to specialized products of system integration. Whether it is engineering machinery or central air conditioning, the level of product specialization is generally very high, and the technical and capital thresholds for product entry are very high; 3. Marketing mode: direct sales Mainly, channels are supplemented. Because the technical content of the product structure is relatively high, and most domestic distributors start by relying on market opportunities, and their overall quality is relatively low. It is impossible to rely entirely on channels. Distributors in most channels act as big salespeople and interact with end users. Business-oriented, involving professional programs and technical exchanges, basically focus on manufacturers; if manufacturers want to produce more stable, they must pay attention to direct sales. Well-known marketing expert Luo Baihui believes that the marketing model of the hardware industry should be led by end users, with project orders as the purpose, and manufacturers' guiding channels as the development direction. Fourth, differentiated marketing: service is the characteristic.  Because it is a group purchase and the hardware industry technology is relatively mature, the modern hardware industry sales are more based on service as the core weapon, through differentiated services to create sustainable competitiveness. Our company has purchased technical equipment from Japan, China, and Germany. In terms of technical precision, there is still a certain gap between domestic equipment and Western countries. In fact, we feel that the larger gap is reflected in service and sustainable tracking. on. In 2003, we purchased a set of roof package equipment from four countries in Japan. From the time we purchased the equipment, the Japanese company has continuously provided us with technical corrections and technical improvement services for the equipment. Not only that, the Japanese company has also developed a series of human nature化服务. 5. Marketing method: Relationship marketing is sublimation. In the hardware industry marketing process, the phenomenon of product homogeneity is relatively common. Even if foreign products have certain differences in technology and quality, they can basically meet the needs of users, not to mention that large customers generally do not particularly choose new technologies and products; Therefore, in marketing, product differentiation is not very obvious. The key is to get key people, do a good job in relationship marketing, build trust, and achieve sales behavior. Sixth, the price system: the impact of the macro environment is large. The product structure of the hardware industry is greatly affected by the national and international macro environment. For example, the price of petroleum raw materials will inevitably affect the price of downstream chlor-alkali products. The price change of steel materials also directly affects the market price trend of machine tool products. Therefore, hardware Industry prices are very sensitive to the macro environment, and any turmoil in the macroeconomic environment will quickly respond to the price of the hardware industry. 7. Marketing communication: Pay attention to the reputation of the brand: Marketing communication in the hardware industry generally does not advertise like fast-moving consumer goods. This is only necessary to increase awareness, but if there is no reputation, it is relatively empty. There are three forms of advertising in the hardware industry. One is technical communication. Technical dissemination generally occurs through expert demonstration meetings, technical seminars, successful case sharing, customer meetings, exhibitions, etc., and then technical documents are made into product promotional materials for professional dissemination. The second is media sexual communication. Media communication in the hardware industry generally chooses professional media, such as Steel Information, Chemical Times, etc.
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