How To Spin "Internet + Marketing" In Textile Machinery Enterprises?

In recent years, the development of China's textile machinery industry is facing multiple pressures from home and abroad.

In order to survive in the competitive market environment, how to improve the market attention by various means is the most concerned problem for equipment manufacturers.

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The concept of "textile industry" is put forward in the light of how to make good use of the industrial foundation, catch the "Internet +" express train, change the traditional production and marketing mode, and accelerate the pformation and upgrading of enterprises.

The convenience of using the Internet to communicate is self-evident.

Repeated sales records have also prompted the textile machinery industry to make effective use of the Internet, Gou Jianxin.

The model has more thinking.

In order to understand the actual situation of spinning machine enterprises using the Internet for product development, service and marketing, several textile machinery enterprisers were learned.

Internet applications are more mature in products and services.

The "Internet + product" is consistent with the trend of automation and intellectualization of textile products at present, which is mainly reflected in the use of Internet technology to improve efficiency, save labor, save energy and reduce consumption.

In terms of "Internet + services", it is very common for textile machinery enterprises to use the Internet to communicate with customers online.

The use of the Internet has effectively reduced unnecessary waste of human resources in after-sale services.

Bao Dequan, general manager of Jiangsu SEG Textile Machinery Co., Ltd., who has many years' experience in serving foreign customers, introduces the company's customer service personnel to communicate with customers through WeChat, QQ and other software, which can realize remote diagnosis and solve problems in time.

If the customer meets such small problems as operating procedures and software operations, the customer service personnel can solve the problem online directly. If the problem is difficult in the hardware, the company technicians need to go to the workshop for field debugging.

Similarly, in order to further enhance the quality of after-sales service, Jingwei Textile machinery has improved the after-sales service team, with a team of up to more than 200 people, serving customers all over the country for a long time.

Shi Jianping, deputy general manager of the company, said that on line, Jingwei Company customer service can quickly identify and guide the problems encountered by customers. Under the online service team, it can reach the needed manufacturers within 24 hours and help customers solve problems.

Internet marketing opens up new channels for accessories sales

Compared to the former two, the textile machinery industry, which is still dominated by traditional sales mode, is still relatively unfamiliar with the way of using the Internet for product marketing.

In June this year, Jingwei Company first entered the textile machinery mall. At the same time, it opened mobile phone mall, WeChat mall and micro official website.

Shi Jianping introduced that Jingwei Company has set up flagship store in the textile machinery mall, putting all the hundreds of thousands of parts of the enterprise on the Internet, providing a 24 hour trading platform for global textile customers with low price, adequate supply, fast logistics, quality service and perfect system. It is expected that the platform will be fully launched in March next year.

Shi Jianping introduced that if the company becomes a member of Jingwei Company, the customer enterprise can not only buy the company's products at a lower price, but also enjoy better after-sale services.

In particular, aiming at the undeveloped remote areas of China's textile industry, as well as the small and medium-sized textile enterprises in Jiangsu, Zhejiang and Fujian, becoming flagship stores members and enjoying professional after-sale services, they provide a solution for the enterprises in these areas lacking corresponding supporting technologies and professional technical service teams.

Shi Jianping believes that the product advantage of Jingwei Company's online accessories store flagship store is that the products displayed are all produced by Jingwei Company, which ensures the quality of products. Secondly, the products will be shipped directly to customers after placing orders, the intermediate links will be reduced, and the price of products can be guaranteed. Third, Jingwei Company has a wide range of accessory products, and customers can quickly inquire all kinds of information needed by the online shopping mall. At the same time, there are many storage centers in the whole country, so that customers can quickly buy the needed products.

In addition, Jingwei online flagship store will also sell various supporting products at home and abroad to provide customers with a wider and comprehensive choice.

In addition, he believes that the fundamental role of Jingwei online flagship store is to provide value-added services to customers first, improve the added value of customers' products, help customers earn more money and achieve win-win benefits.

Secondly, the market of textile machinery accessories is rather chaotic, and there is inevitably the existence of grey operation.

Jingwei online flagship store provides customers with more pparent, safe and reliable purchasing channels, while effectively standardizing the market, so that more customers can learn about the company's products and improve product sales, so as to win more benefits for the company.

People generally have a higher acceptance of textile machinery accessories in the network channel.

Liu Ming, general manager of Suzhou fine Textile Machinery Co., Ltd. believes that the accessories of spinning machines belong to consumables themselves, with high frequency of replacement and large demand. There are no high technical requirements for the use of products.

It is a more convenient mode for customers to buy familiar brand products through Internet and reduce intermediate links.

There are many difficulties in online sales of host devices.

For the textile machinery enterprises, Internet marketing has to face more problems.

Liu Ming believes that the main products of spinning machines are non generic products, which have a large number of complex technical parameters, and have high requirements for their matching products.

In the actual operation process, when an enterprise decides to purchase a host device, it should take into account many problems such as product reliability, land occupation requirements, staffing requirements and so on. At the same time, the internal departments of customers also need to negotiate with each department to decide whether to purchase new equipment, so the purchase mode of online shop purchase is not suitable for professional equipment.

Secondly, if the customers' queries and needs before purchase are answered by online customer service, this will raise greater requirements for the professionalism of the customer service staff.

Therefore, compared to the newly opened sales channels, perhaps online shops are playing a more important role in displaying products, because there are too many problems in the sales of mainframe products, which still need to be completed through offline channels.

As far as advertising effect is concerned, it is not always the target customers who browse web pages, and their effect is not necessarily more effective than professional channels in professional channels.

Finally, enterprises often display some basic parameters of the product on the web page. Although more details are released to customers, they also provide more information for competitors to understand the product development process of the company.

Bao Dequan also pointed out that the brand building of textile machinery production enterprises often takes more than ten years or even decades. Due to the characteristics of the products, the customers of textile machinery equipment will not decide to purchase because of product publicity. Instead, they need a lot of on-the-spot investigation and listen to the opinions of other enterprises.

Therefore, compared with online purchase, the traditional sales mode, such as product fairs and promotion meetings, which provide opportunities for face-to-face communication with customers, is more appropriate.

However, these problems do not prevent Jingwei spinning machine from becoming one of the first enterprises to eat crabs.

Shi Jianping said that next March, Jingwei online flagship store "never ending spinning machine exhibition" will be formally launched.

At that time, all products produced by Jingwei Company, including all kinds of cotton spinning equipment, will be presented in a virtual exhibition hall by means of three-dimensional dynamic and two-dimensional video.

Customers can understand the highlights and related information of each product through web pages. At the same time, we can exchange information with designers and technicians in the background of customers' concerns.

At the same time, the platform can achieve timely push of new products, so that customers can quickly understand the product development trend.

Finding more integration points is the way out.

Jingwei Company has many proprietary products, advanced technology, high intelligence and difficult competitors to copy. The establishment of the online flagship membership system ensures the quality and price of the products; and the popularity of Jingwei Company has provided more possibilities for the flagship store to "not only display"; finally, the powerful offline service team of the enterprise has become the real "reassurance" of customer online ordering.

It can be seen that in the face of many problems that may be faced with the development of network sales channels, Jingwei's "Internet + marketing" process is not driven by "bravery" but is prepared for it.

However, if other enterprises can learn from Jingwei's "Internet +" mode, they must decide according to their own circumstances.

Although the exploration of the "Internet +" mode is still in its initial stage, it also provides more room for opening up new models.

Liu Ming pointed out that enterprises can let the engineers who have gone to service bring all kinds of problems encountered by customers to the background of enterprise management through the Internet, and then effectively deal with these information, so as to provide more effective and convenient solutions for the next same problem.

Therefore, it is possible to avoid the possible disadvantages and excavate the combination point of more textile machinery enterprises and "Internet +", so as to bring greater benefits to the "Internet +".