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在线销售成为农机渠道的挑战和希望!

  有0人浏览   日期:2019-09-09

文章摘要: 随着市场的阶段性深度调整,部分农机经销商遇到了短期的发展困难。面对未来发展,农机企业应向 “互联网+”业态发展,构筑线上线下同步发展的模式,积极降低经营成本,推进经销商向 “服务商”的转型,努力扩大终端营销优势。......

随着市场的阶段性深度调整,部分农机经销商遇到了短期的发展困难。面对未来发展,农机企业应向 “互联网+”业态发展,构筑线上线下同步发展的模式,积极降低经营成本,推进经销商向 “服务商”的转型,努力扩大终端营销优势。

With the gradual and deep adjustment of the market, some agricultural machinery dealers have encountered short-term development difficulties. In the face of future development, agricultural machinery enterprises should develop into the "Internet +" format, build a mode of simultaneous development on line and line, actively reduce operating costs, promote the transformation of distributors to "service providers", and strive to expand terminal marketing advantages.

目前,农机行业电商刚刚起步,发展水平整体基本处于导入阶段,电子商务得到不断重视,已有多家农机流通企业、农机生产企业开始搭建网络平台,储备运营资源。受多种因素的影响,农机行业内电子商务尚没有形成替代线下的差异化优势,现阶段主要企业电商模式重点是进行产品、销售、服务等信息收集与传递,部分企业农机具、零部件实现了线上交易,还没有形成全产业链信息订单、销售、服务等线上线下协同营销模式。

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At present, e-commerce in agricultural machinery industry has just started, and the overall level of development is basically in the stage of introduction. E-commerce has been continuously valued. Many agricultural machinery circulation enterprises and agricultural machinery production enterprises have begun to build network platforms to reserve operational resources. Influenced by many factors, e-commerce in the agricultural machinery industry has not yet formed the differentiation advantage under the substitution line. At present, the focus of the main enterprises'e-commerce mode is to collect and transmit information such as products, sales and services. Some enterprises have realized on-line transaction of agricultural machinery and spare parts, and have not yet formed the information order of the whole industry chain. online and offline collaborative marketing models such as sales and services.

农机销售面临网络思维

Facing Network Thinking in Agricultural Machinery Sales

农机行业从传统营销模式向电商转型已经成为一种新趋势。在当前市场环境和用户需求的条件下,用户的互联网思维正在生成,对70后、80后主要农机购买客户具有较大的影响力。据调研,已经有50%以上的用户不希望依靠传统的 “进店购买”的方式,更愿意通过PC电脑、手机端、微信平台等实现了解产品、选择产品、购买产品,由经销企业提供一揽子送货上门、培训指导和售后服务等便捷、高效服务。

The transformation of agricultural machinery industry from traditional marketing mode to e-commerce has become a new trend. In the current market environment and user demand conditions, users'Internet thinking is being generated, which has a great influence on the main agricultural machinery buyers after 70's and 80's. According to the survey, more than 50% of users do not want to rely on the traditional "shop-in" way, but prefer to realize product understanding, product selection and product purchase through PC, mobile phone, Wechat platform, etc. The distribution enterprises provide a package of convenient and efficient services such as door-to-door delivery, training guidance and after-sales service.

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多数企业服务资源、服务能力仅能支撑区域化需求,服务手段、服务配件、服务管理、人员素质等短期内满足不了全国性跨区服务的网络支持。

Most of the enterprises'service resources and capabilities can only support the regional needs, and the network support of national cross-regional services can not be satisfied in the short term, such as service means, service accessories, service management, personnel quality, etc.

农机产品属性、品质短期内难以达到“不满意就退货、换货”的要求。农机产品属于大件运输、价格贵重,物流过程非常困难,一旦出现退货、换货现象,便会产生较高的费用。作业工况复杂,农机产品品质得不到全面提升,部分企业玉米收、小麦收等主导产品三包期内维修率几乎接近100%,达不到用户要求。

The property and quality of agricultural machinery products are difficult to meet the requirement of "returning or exchanging goods if unsatisfactory" in a short time. Agricultural machinery products belong to large-scale transportation and are expensive. Logistics process is very difficult. once the phenomenon of returns and exchanges occurs, higher costs will be incurred. Operating conditions are complex, and the quality of agricultural machinery products can not be fully improved. Maintenance rate of some leading products such as corn harvest and wheat harvest in the three-package period is almost 100%, which can not meet user requirements.

缺乏运用大数据、物联网等先进技术追踪用户行为、精准预测市场需求、把控产品质量,能够对应满足小批量、个性化生产需求的能力;短期内难以缩短供应链条、满足线上多样化需求。

It lacks the ability to track user behavior, predict market demand accurately and control product quality by using advanced technologies such as big data and Internet of Things, which can meet the needs of small batch and individualized production. It is difficult to shorten the supply chain and meet the diversified demand on line in the short term.

协同发展加快营销转型

Cooperative Development Accelerates Marketing Transition

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当前,我国农机电商已经具备快速发展基础。线上线下协同发展,创新发展路径、实施营销布局、优化服务资源,培育企业核心竞争力,是企业优选的路径之一。

At present, China's agricultural machinery and electrical business has a basis for rapid development. Cooperative development online and offline, innovative development path, implementation of marketing layout, optimization of service resources, and cultivation of core competitiveness of enterprises are one of the best ways for enterprises to choose.

线上线下协同布局。农机企业应将线上销售纳入营销战略,制定出长远战略目标、战术路径,不断优化线上资源、提高运营能力,形成农机企业、经销渠道整体布局、协同发展的格局。经销渠道要主动加大线上基础设施等投入,建立健全线上线下产品体验、产品推广、整机销售、配件供应、售后服务、业务培训、客户管理等信息化运营功能,构筑交易规范、功能完善、设施先进的运营体系。利用线上渠道宣传、沟通便捷、高效的优势,加强客户关系建设,提高客户黏性与忠诚度。将客户关系管理与供应链管理、产业链管理、企业资源规划系统进行有机整合、同步推进,构建稳定可靠的现有、潜在客户群体,实施针对性的多维、对等的客户关系建设。

online and offline collaborative layout. Agricultural machinery enterprises should incorporate online sales into marketing strategies, formulate long-term strategic objectives and tactical paths, constantly optimize online resources, improve operational capacity, and form a pattern of overall layout and coordinated development of agricultural machinery enterprises and distribution channels. Distribution channels should take the initiative to increase investment in online infrastructure, establish and improve online and offline product experience, product promotion, machine sales, spare parts supply, after-sales service, business training, customer management and other information-based operation functions, and build a standardized, functional and advanced operation system. Make use of the advantages of online channel propaganda, convenient communication and high efficiency to strengthen customer relationship construction and improve customer stickiness and loyalty. The integration and synchronization of customer relationship management with supply chain management, industry chain management and enterprise resource planning system will be carried out to build stable and reliable existing and potential customer groups, and to implement targeted multi-dimensional and equivalent customer relationship construction.

加强产品设计质量、过程质量控制,全面提升中高端拖拉机及配套农机具、收获机械等农机产品传动系、电控、材料等的品质水平,不断适应机艺融合要求,为用户提供高品质中高端产品。

鲁商云

Strengthen product design quality and process quality control, comprehensively improve the quality level of middle and high-end tractors and supporting agricultural machinery, harvesting machinery and other agricultural machinery product transmission systems, electronic control, materials, etc., constantly adapt to the requirements of integration of machinery and technology, and provide users with high-quality middle and high-end products.

运用大数据、物联网等先进技术,打造农机企业价值链信息共享、产销协同,充分发挥出线上线下价值溢出优势,提高发现需求、抓住需求、转化需求的能力,从而全面满足农机用户的多元及个性化需求。

Utilizing advanced technologies such as big data and Internet of Things, we can build value chain information sharing, production and marketing coordination of agricultural machinery enterprises, give full play to the advantages of value spillover from online to offline, and improve the ability to discover demand, grasp demand and transform demand, so as to fully meet the diversified and personalized needs of agricultural machinery users.

本文由鲁商云,一家企业家自己的商业云发布平台的小编进行整理编写,想要了解更多的产品及更详细的精彩内容,请关注我们的官方网站:http://www.lushangyun.com,我们十分感谢您的支持!

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