Eight core issues warn compressor companies, and the rapid changes in the market cannot be ignored

Eight core issues warn compressor companies, and the rapid changes in the market cannot be ignored

When we find that the hot companies a few years ago have become traditional enterprises, you will understand how fast we are in an era of change! Most compressor companies now have a very serious sense of crisis-dealers are difficult to manage, customers do not pay, costs continue to rise, and profits are not discussed. Because the business logic has changed, the compressor industry cannot do that.

　　 Faced with a lot of new concepts, don’t know how to operate? ! Confused in the era of great collaboration? ! In fact, the biggest crisis for companies today is that they can’t open up their own structure and mind!

　　To sum up, there are eight core problems currently encountered by Chinese compressor companies.

　　Traditional marketing has completely disappeared

In the compressor industry, no matter if you are making machine heads, making parts, or making assembly, you can’t find the “potential" in traditional marketing. All the marketing and management experience is no longer established. This is a terrible thing that many bosses The accumulated experience for many years is gone!

　　 If your business model is still the old one, production, processing, products, investment, and advertising, this approach has already become the job of various compressor companies, especially large companies, and you can do it with your eyes closed. Everyone suddenly felt tired and found that they couldn't get excited. No matter what kind of successful training, it is difficult to stimulate the team's fighting spirit. This is the biggest problem. It's not that the industry is dying, but that people are dying.

　　Anything, you are not afraid of being small, you are afraid that you cannot take advantage of it. Due to the impact of the 2008-2009 world financial crisis, some people said in 2010 that the compressor industry had become a sunset industry and had no future. However, some companies have seized the opportunity of permanent magnet frequency conversion and two-stage compression and made a fortune. Standing at the right vent, the sow can fly to the sky. Now the bonus vents of energy-saving machines are about to disappear, and the potential is gone. Some companies immediately become a stagnant pool, which is very scary.

　　 Don’t wait for the transition to die, for the transition is afraid to die

　　 Transformation, the term has been said to be bad, but these two words are indeed related to the life and death of enterprises. Especially compressor manufacturers rely on traditional channels and teams, so transformation is not easy. Does it turn? Difficult.

　　 For enterprises, there are two types of transformation.

　　 The first type is forced to transform. When the problems are concentrated and cannot be solved, the enterprise is forced to transform. The cost of this transformation is very large and painful, but it must die without surgery.

　　 The second type of transformation is the foreseeable transformation. It is the strategic insight of business leaders. This kind of entrepreneurs are scarce. For example, the transformation of Shangu from "selling cows to selling milk" was very successful. But such entrepreneurs are rare in the world.

　　 People are often unwilling to give up their past success and glory. The plot of nostalgia is human, but business cannot be nostalgic. Li Ka-shing warned that his son should never like any industry or business. Often when emotional, it is the beginning of failure. If Yin Jian'an can't bear the profit of nuts and nuts, there will never be a company that grows from 600 million to 10 billion.

　　 The executives of traditional companies are getting older

　　 The average age of the bosses of Chinese compressor production and assembly companies is over 50 years old, and the senior executives are over 40 years old. These people have rich experience in the traditional marketing field, but the problem that follows is that they are not proficient in the Internet. The biggest obstacle to corporate reform lies in these two people. The bottom employees are all young people and there is no problem.

　　A company or a person often fails because of what succeeds. Let the boss replace a group of executives and then introduce a group of young people. Who can bear this risk? Consulting companies cannot, and companies themselves are trembling. Therefore, this is the contradiction and pain of enterprise transformation.

　　 For newly emerging companies, they have no historical burden and can go into battle lightly, but the larger compressor companies cannot. They carry hundreds of channel distributors across the country, what should they do? This is the most painful place.

　　 I have no idea about the Internet

　　 Traditional entrepreneurs love and fear new things like new finance, new retail, new manufacturing, and the Internet of Things. In particular, many bosses rarely use WeChat and Weibo on their mobile phones, and they don’t feel a sense of accomplishment. Although accepting new things every day, there is always a wall.

　　 Lei Jun and Dong Mingzhu’s 1 billion bet is behind the collision of old and new thinking. What happens after z*? They both lost, Xiaomi's momentum is gone, and Gree has begun to have to transform. This shows that there is no absolute right and wrong between the new and the old, and both sides must learn from each other.

　　 Compressor Internet of Things and big data have emerged in recent years. The first reaction of many bosses is, will they take away my trade secrets? Many entrepreneurs are generally insecure about the Internet, and entrepreneurs are afraid to invest in uncertain things. Risk is their first consideration. Therefore, there is only one way for entrepreneurs to understand the Internet psychology. I think there is only one way to play the Internet by yourself and pay for the tuition.

　　Traditional marketing thinking is deeply rooted

　　 Facing the future, I would like to advise all compressor people: Don’t use the known to negate the unknown. For example, in traditional marketing, the promotion of new machines and new products requires slogans, and unique sales propositions need to be refined. These have formed a mindset, especially graphic design theory is even more active. But we found that the power of advertising slogans in promoting products is getting worse. "Energy-saving, high-efficiency, safety, reliability, environmental protection, and green" The advertising slogans of each company revolve around these words and themes, but who can say that they are "no" energy, efficient, safe, reliable, environmentally friendly, and green. ? Can you remember what the slogan of Xiaomi phones is? Can you recall what the slogan of Apple's mobile phone is? But these two brands are all done.

　　 Among the compressor companies experimenting with the Internet, many companies still use traditional thinking to do Internet marketing. This is a terrible thing. In fact, it doesn’t have to be sold on the Internet, but the Internet thinking way is to sell! What is the Internet thinking way, it is the way of thinking that integrates with the target group, that is, C2B, and finally the fan economy is formed, and the company’s own fan empire is built .

　　Don't think that compressors are industrial products, but are facing mature and rational customer groups. In fact, the largest sales and application customers of China's compressors and their accessories are still small and medium-sized enterprises, and these companies purchase scattered purchases rather than bidding. The preferences of key personnel greatly affect the order.

　　 Products are getting worse and worse

　　 In recent years, a number of new enterprises and brands have appeared in the compressor market. The development momentum is very fast, and there is a tendency to crush the predecessors. Many compressor companies with a long tradition are still engaged in cultural packaging. This approach pushes the company to the absolute path. China and Chinese companies should no longer sell the traditional culture of the past. It can be used as the background of the brand story, and it must not be the first appeal.

　　Some compressor companies were established in the 1980s and 1990s, and they are self-contained all day long. They have been in business for 20 to 30 years, and they are still in the regional market. And some start-ups, even entering across the industry, have directly driven the energy-saving frenzy in the compressor industry.

　　 The future will definitely be creative culture, not traditional culture. Products must be full of human touch, not self-exaggeration and packaging. The product must become a roundworm in the user's stomach to be successful.

　　 The five-year plan is meaningless, but the strategy must have

　　Fanke said something in the past, I never know what will happen to the Internet tomorrow. Today you see that Alibaba is very popular, but not necessarily the year after next year. If not, it will be replaced by WeChat. Tencent used to engage in e-commerce similar to Alibaba, but it failed. Today's WeChat has succeeded. Therefore, under the rapid changes of the Internet, enterprises can only formulate effective one-year strategies, and changes in strategies and tactics are measured in units of months, so as to ensure that enterprises keep pace with the times. Therefore, in the Internet age, companies will become more and more tired, because faster and faster, the comfortable days of the traditional corporate era are gone forever.

Throughout the history of compressor development in China, the era of piston machines has occupied more than 50 years of development in the compressor industry. Twin-screws began to enter the mainstream compressor market in 1999. After nearly ten years of development, permanent magnet inverters were launched in 2011. Heat, almost at the same time, the two-stage compression boom broke out. After 2013, the concept of energy contract management took advantage of the downward trend of energy-saving replacement and rigid demand. Of course, energy contract management is different from the previous technological changes in products. It not only requires a substantial improvement in product quality and quality, but also requires companies to invest in capital and change their way of thinking.

　　 It can be seen that the market iteration has become faster and faster. However, if there is no ambitious strategic goal, even if it reluctantly or happens to be bigger, it cannot be stronger. We need to succeed continuously, not occasionally. After all, there are not too many people who enter the compressor industry and just want to make a profit. Compared with other emerging industries, this is not a hugely profitable industry.

At that time, Cao Kejian declared that Kaishan would "be the world's first in five years and the world's top compressor company in ten years." Many people may think he is bragging. Now, Rakhine Mountain claims to be "China's No. 1 compressor and No. 3 in the world. "I'm afraid not many people oppose it. Since 2014, Kaishan has accelerated its overseas mergers and acquisitions and market expansion. With the acceleration of the transformation and upgrading of Kaishan Group, Kaishan Group has gradually transformed from a traditional equipment manufacturing company to a new energy equipment manufacturing company. Because becoming a world-class new energy equipment manufacturing company is their ultimate goal.

　　 There are many companies and brands in the same era as Kaishan. Some have been acquired, some are standing still, and some have even disappeared. This is the difference between whether there is a strategic goal or not. Of course, there are some differences between the traditional machinery industry and Internet companies, but they are not absolute. After all, there are cases of entity companies such as Nokia, Kodak, and Toshiba.

　　 do not understand business model creativity

　　 The Internet world is flat and there is no regional market. In the traditional era, if you can't reach the national market, you can still be the regional brand leader. There is no such opportunity on the Internet.

　　 Whether it can directly face users and develop new business models, I think it is a test for the transformation of all traditional enterprises. The era of big distribution does not exist in the future, because the existence of channels is caused by the lack of logistics and information in the past. Today the value of channels has been infinitely weakened. At present, the country is constantly improving the level and quality of logistics. Fast and intelligent logistics will replace the unprofessional second-hand logistics of dealers in the past. After-sales and maintenance functions are being transformed by the Internet of Things, big data, and remote monitoring. Three-party service and outsourcing companies are squeezing; the functions of sharing funds and digesting inventory are being "personalized"; including compressor 4S stores, all manufacturers have strengthened control over end users.

　　In the future, users will not pay for the channel cost. Users need to purchase at the ex-factory price. This is the value of online procurement. Therefore, traditional companies must think carefully about how your product can directly reach users who like you, and let them put it down and spread it widely.

If compressor companies are divided into three levels, large, medium and small, the transformation is the most difficult for large companies, but because they have money in their hands, once they are determined to transform, the probability of success is high; on the contrary, for small and medium-sized enterprises, there is a disruptive industry Overtaking opportunities in corners, small boats and good U-turns, finding the right business model, and developing good products, can become popular overnight.