The Management Article Of The Series Of Hawk Science And Technology Series: The Way Of Pursuit Of Harmony And Enterprising

< p > as we all know, CNC cutting machines belong to large high-tech equipment in the "a target=" _blank "href=" http://www.91se91.com/ "textile" /a "a target=" _blank "href=" _blank "> clothing > equipment. Because of the high price threshold, especially in the Chinese market, only a large enterprise can afford to buy this equipment for a long time, and the cost of using and maintenance is also very high. Many enterprises are just supporting scenes after buying, mainly used for market image publicity.

Before the products of Shanghai and Eagle Electric Polytron Technologies Inc entered the Chinese market, the unit price of CNC cutting machines was as high as 300 thousand US dollars. The annual sales volume in the country is only a few dozen, and all of them are monopolized by foreign manufacturers.

< /p >

< p > in the 2009-2011 year, the sales volume of Eagle cutting machine (including overseas sales) was 100, 231 and 326, respectively. In 2010 and 2011, the average selling price of the CNC cutting machine was 617 thousand and 500 yuan and 585 thousand and 300 yuan respectively.

What happened in it? Why is it eagle? /p?

< p > < strong > opening the heart of customers > /strong > /p >

< p > 2007 is a memorable year for the a href= "http://sjfzxm.com/news/index_c.asp" and Eagle < /a > Company. In that year, the company launched the first CNC cutting machine, and also took an important step in breaking the heart of customers.

Subsequently, through independent research and development, localization production, and hawk greatly reduce production costs while rapidly expanding production and marketing scale, and then through the scale effect of production and services to further reduce the cost of production and maintenance of the product, so as to open up the bottleneck of the long-term growth of CNC cutting machine Market, and push the CNC cutting machine to enter the era of mass popularity.

It is in this process that the company has established and consolidated the leading position in the domestic market of NC cutting machines, and the market share in the past two years is over 50%.

< /p >

"P" and Eagle have speeded up the popularity of CNC cutting machines in China through large-scale production, but also made customers' awareness and loyalty to "Eagle" brand improve.

Because the CNC cutting machines produced by different manufacturers are quite different in design and technology, and the parts of NC cutting machines are mostly non-standard parts, the consumables will also be quite different.

Therefore, once a user chooses a CNC cutting machine of a manufacturer, he usually uses only the consumables and subsequent technical services provided by the manufacturer, and the long-term use will form a purchasing dependency, thereby consolidating the brand loyalty of the market leader.

< /p >

< p > < strong > decisive battle after-sales service < /strong > < /p >

< p > as a large high-tech equipment, CNC cutting machine's "life gate" is after sale service.

Because of the development and production of imported products abroad, domestic sales are mainly agent sales, and are constrained by factors such as high labor costs and technical support. It is difficult to establish an effective after-sales service network in China.

This is the weakness of the opponent, and is also the key to the eagle's search for a breakthrough.

The CNC cutting machine is a high-tech equipment. The customer purchase equipment needs the manufacturer to provide comprehensive technical training in the early stage. In the later use, the corresponding technical personnel should be equipped with the corresponding technical personnel to carry on the on-site guidance and equipment maintenance. Therefore, the manufacturer establishes a perfect sales and post sale service system in the local area. It is very important to feedback the needs of the users, solve the customer difficulties quickly and reduce the service cost in a timely manner.

To this end, as a leading enterprise in the domestic NC cutting equipment industry, and eagle has taken the production, sale, after-sales service Trinity business model.

After years of efforts, the company has successfully established a trinity management system of production, sales and after-sales service, and formed a virtuous circle of "production services for sales and sales, and timely feedback to production". The system has improved the efficiency of production and service, and reduced production and service costs, so it has won the favor of the market.

< /p >

At present, the company has set up a complete set of marketing and after-sales service system that meets the needs of the above market, and has achieved remarkable results. P

At the end of 6 in 2011, the company has established 33 offices in Japan and Germany, and has established an agency relationship with 27 foreign agents. The overseas market has expanded to 21 countries such as Japan, India, Brazil, the United States, Germany and the United Kingdom. In 2010 and 2011 1-6, the proportion of overseas sales revenue accounted for 16.61% and 17.64% respectively.

In the construction of after-sale network, the company takes the nationwide after-sales service network and 4S marketing service center as the basic framework, supplemented by the after-sale service special vehicle as the main form of mobile after-sales service points as a supplement.

As of the end of 2011 6, the company's fixed after-sales service network has reached 12, and the number of after-sales service personnel has reached nearly 100.

< /p >

< p > in terms of team building, the company usually selects a reasonable proportion of engineering technicians and salesmen from the production line to select a business with strong technical capability and skilled in mechanical, electrical and software aspects to form a service team. On the one hand, it can better provide customers with pre-sale and after sales services through technical superiority, and on the other hand, strengthen the good communication between sales and R & D departments so as to promote the development of products that are close to market demand.

< /p >

In terms of services, the company has launched a 24 hour toll free toll free telephone to provide technical support, configure after-sales service special cars to provide customers with fast door-to-door service, work on holidays and normal work, regularly visit customers on the phone regularly, understand the quality of after-sales service engineer's on-site customer service and ensure customer satisfaction; arrange the "gold service engineers" to visit regularly, visit the equipment regularly, and understand the current situation of the customer's production process and process at the same time, and put forward constructive suggestions on the existing problems, so as to help customers maximize the performance advantages of the products. "P >

In terms of hardware supply, the company will allocate spare parts and consumables in time, in accordance with customer needs, and advance reserves in accordance with local product sales and usage.

{page_break} < /p >

< p > < /p >.

< p > < strong > quality is the lifeline of operation < /strong > < /p >.

In P, a company often hears such a statement: quality is the first commitment to Eagle and technology, and it is critical to make sure that customers are not critical.

Therefore, Hawk is always more strict with customers than customers.

The operation of the head is tested for 8 hours, the whole machine runs 8 hours before the factory runs, the double inspection procedures for incoming inspection, the 3 tests in each assembly process.

The production process is standardized with very strict standards through automated means. By controlling the production process of the supplier, guiding the assembly line process and process control, each product can meet the Eagle Technology global quality standard.

And eagle's continuous pursuit of excellent quality, so that competitors can not reach the height.

< /p >

< p > at present, the company is trying to run remote tracking service system, like the legendary "thousand miles", to provide customers with "remote preventive maintenance mode". The remote service can "change to prevent, change passive into initiative", will greatly shorten the time of fault diagnosis, and improve the efficiency of customer's use of products.

< /p >

< p > from 2008 through the ISO9002 quality standard system, to today fully implement 5S management.

Eagle and hawk continue to improve efficiency and response speed. Through strict control of various processes, the delivery rate has reached over 95%, so that customers can feel the real quality.

The establishment of a perfect sales and service system not only promotes the continuous innovation of the company's products, but also improves the market reputation of the company's products, which greatly improves the market image and core competitiveness of the company.

< /p >

< p > < strong > to solve customer's worries. < /strong > < /p >

< p > the level of automation, informatization and mechatronics of our textile and garment production equipment is relatively low, which is highly incompatible with the status of garment giants, and the demand for industrial upgrading is urgent.

Due to the late start of the industry, the small number of production enterprises, the low awareness of products, the high price of products and the high maintenance costs, the popularity of CNC cutting equipment in the domestic garment industry is relatively low, making it necessary for most domestic garment enterprises to recognize and accept NC cutting equipment.

So someone needs to help them and actively develop the market.

And the eagle came out again! < /p >

< p > under the premise of strict control of risks, the company has chosen relatively loose accounts receivable credit period according to industry practice and market rules (usually 1 years), that is, 30% of goods are collected after the purchase and sale contracts are signed and shipped before installation. 60% of the payments are collected within 1 years after the signing of the operation reports, and the remaining 10% are collected as 1 months after the signing of the operation report. The credit period reduces the threshold for customers to purchase products, and promotes the popularization of the company's products in the downstream market. This is also the first in the industry, which fully reflects the social responsibility of a leading enterprise.

< /p >

< p > < strong > create a new pattern of operation < /strong > < /p >

< p > in the next three years, in the company layout, and eagle will focus on the existing main industry, through the product's continuous innovation, high-end talent introduction and training, marketing service network expansion and improvement, CNC cutting equipment production base project implementation and other measures, further enrich the company's product structure, enhance the company's independent innovation ability, product competitiveness, marketing ability and after-sales service ability, so as to achieve sustained and rapid growth in profitability.

< /p >

< p > and the company strives to implement the standardized management of the listed companies, and strengthens the existing competitive advantage of the products. In the three years, the annual sales volume of the CNC cutting machine and automatic cloth spreading machine has exceeded 2000 units, and the first market position of the company's NC cutting equipment production and sales has been established.

< /p >

Based on the research, production and sales of products such as CNC cutting machine, automatic cloth spreading machine and 3D fast garment system, through continuous technological improvement and technological innovation, we constantly improve product quality, enrich product structure, and promote industrial upgrading of clothing, bags, a target= "_blank" href= "http://www.91se91.com/" shoes, /a, hat, furniture, automotive interior, aerospace, packaging materials and other downstream industries. At the same time, we will continue to improve and improve the quality of customer service through the continuous improvement and improvement of the global marketing service network system, and constantly enhance the visibility and reputation of the company's brand. < p > in the long-term development strategy, and the eagle will