Take a look at the compressor market research done by others! Have you found the gap

Take a look at the compressor market research done by others! Have you found the gap

This is a summary of the market plan for the Xinjiang market. From this we can see that only by understanding the market and users can we make a good sale! Hope to have some inspiration for everyone to develop the market!

　　 Economic structure characteristics

　　 (1) Xinjiang's economy is mainly based on the exploitation and deep processing of resources such as oil, natural gas, coal, and metal ore.

　　(2) Supporting the above, such as energy processing, thermal power, hydropower, and coal chemical industry.

　　 (3) Agriculture and deep processing. Xinjiang is one of China's 1/3 cotton producing areas. It has characteristic forestry and fruit industry and agricultural and animal husbandry bases: cotton weaving, wool spinning, fruit and vegetable beverages, wine, tomato sauce, meat products and other industries. The market layout of these industries is basically complete.

　　 (4) New energy industry, mainly wind power and solar energy. The industrial layout of "Goldwind Technology" for wind power and "Special Transformer" for solar energy has been formed.

　　 (5) Transportation manufacturing. In addition to Dongfeng Motor, Yutong Bus, and Yuejin Truck, Volkswagen is also preparing to build a new plant in Urumqi. This will form a significant driving effect, the establishment of auto parts supporting factories; municipal transportation road construction, this market has a relatively large demand for mobile diesel air compressors, especially in the rental market.

　　 (6) Border trade. Xinjiang is adjacent to 8 neighboring countries. Every year, many purchasing units and individuals from neighboring countries come to Xinjiang to purchase.

　　(7) The Xinjiang region is under the jurisdiction of the local government and the Xinjiang Production and Construction Corps. The two almost do not interfere with each other administratively, forming two different local market players.

　　 location

　　 Xinjiang has a vast territory with a very large span from north to south and east to west, and the transportation is relatively not very convenient. At the same time, the level of regional economic development varies greatly, and the main markets are distributed in dots, and different deployments need to be made according to the different conditions of each region.

　　 Market Humanities

　　 Xinjiang locals and traders in neighboring countries believe in "seeing is believing", so if there is physical display and inventory, they are more likely to believe. Especially for factories in Urumqi and surrounding towns, customers usually send people to the physical stores of suppliers in Urumqi to inspect them. Most enterprises in Xinjiang are not well-planned, even companies like TBEA are no exception.

　　 economic construction cycle

Due to climatic reasons, Xinjiang has a relatively high degree of intensive start-ups, which are generally concentrated in March to November each year. The most critical time is between April and August. This is the critical period for the annual sales of the whole machine, which basically determines the overall Year's sales.

　　How to develop Xinjiang business

　　 Based on the above situation, it is suggested that the following measures can be taken when the Xinjiang market is expanded:

　　 1. As a production enterprise's office in Xinjiang, it is better to have an image store with physical display, and at the same time keep part of the inventory, but you need to pay attention to the product type and model matching.

　　(1) If there is a piston machine product, it is best to store a piston machine ≤1 cubic per minute in the store. At the same time, there is a display of screw air compressors. Mobile machines (new and leased units) can be displayed outside the store.

　　 (2) If the main product is to sell screw air compressors, it is best to set up a compressed air system integrated display system in the store, and provide appropriate parts and complete machine inventory.

　　 Favorable factors:

　　 The display of compressed air system will provide customers with more professional and systematic solutions than peers. It will also facilitate sales staff to explain to less knowledgeable customers that the scientific significance of different configurations actually increases the supplier’s sales, and customers think we are more professional;

　　 This will basically form "differentiated" sales with Xinjiang counterparts;

　　Inventory of complete machines will increase the trust of local purchasers in Xinjiang, and will also facilitate the procurement of companies with unclear plans and some foreign companies;

　　Accessories inventory allows customers to rest assured of the timeliness of future services, while also avoiding the delay in order execution caused by the time difference with the mainland.

　　 In general, the purpose of Xinjiang office construction is:

　　 Provide customers with a different purchasing experience and increase customer trust;

　　 provides an intuitive image promotion platform for brand communication;

　　·Convenient service;

　　·Improve the professionalism of new and old employees and provide a training platform.

　　 In fact, all of the above are for profit.

　　 Disadvantages:

　　 The upfront cost will be relatively high, and at the same time professional store sales talents are needed. However, in view of the high degree of homogeneity of screw air compressors, the difference in customer experience is particularly important.

　　 2. Xinjiang sales network construction

　　 It is recommended that Urumqi should still be the center, and regional distributors should be established in non-key cities far away from Urumqi. Mainly direct sales, supplemented by distribution.

　　 3. Office sales staff organization

　　In the early stage, it was mainly sales. But there are two kinds of sales: professional direct sales and store sales staff, one store sales person is enough.

　　4. According to the specific conditions of the Xinjiang market, arrange different jobs

　　 (1) The intensive procurement cycle in Xinjiang is between April and August. This time period is the key period of the year for signing and documenting orders. However, it is also necessary to pay attention to the bias of different time periods and different work centers.

　　 Food processing is a special industry, such as tomato processing industry. The tomato ripening period in Xinjiang is in July, and the processing plant must start at this time, otherwise it will have to wait for the coming year. Generally, small and medium-sized food processing enterprises from the mainland to Xinjiang will cooperate with the XPCC. The XPCC will provide raw materials and land, and the mainland investors will provide plant construction, production equipment, technology and capital, etc., and there are also wholly-owned enterprises. Since the land planting of the Xinjiang Production and Construction Corps is a unified arrangement, individuals have no power to decide what to plant, which is very different from other places.

　　 Therefore, it is necessary to arrange different documentary processes according to product attributes. Sales staff should establish contact in the early stage of the establishment of the factory, and always pay attention to the construction process of the factory. The signing of the order will basically be between late May and early June. If you follow up in March, you can focus on tracking other customers between March and early May. The cotton spinning industry can also be analogized.

(2) During the non-purchasing period, sales staff should work with local influential large companies, design institutes, and industry experts from different customers (sometimes they encounter industry expert-level customers, who know their own industry information very well, and not only tell If you need information, you will also recommend you and your products to friends in the business circle), and foreign trade companies should contact more and collect more investment and construction information for the next year.

　　 (3) Based on the collected information, make plans for the next year's work. According to the focus of construction in different regions, establish its own key activity scope.

　　 One is to concentrate on making a few key orders;

　　Second, Xinjiang is too big, which can reduce a lot of unnecessary sales activities. This requires personnel to be divided into regions (sometimes internal collisions may occur, and coordination mechanisms may be required).

　　 (4) Different people do different markets, and at the same time strengthen the team’s internal learning and sharing. Because the main economic types in Xinjiang are not complicated, different people will often encounter the same problems due to different regions. In this way, internal joint learning will greatly help improve the professionalism of the team.

　　 (5) Since the Xinjiang market is quite different from the mainland, we must steadily advance in order to take root in the Xinjiang market. You can use the "one step, steady step" approach, that is, the business personnel first open the gap in one place, and without losing money, slowly consolidate and then advance to the surrounding market.

　　 Xinjiang's sales colleagues are basically concentrated in Urumqi. The farther the place is, the less the counterparts are involved. As a latecomer, a reverse attack will be formed. The market competition around Urumqi is very fierce, and "seeking farther away" can achieve unexpected results. For example, in southern Xinjiang, there are mostly ethnic minorities and few Han people. The social security is relatively poor, the convenience of life is poor, and the journey is far away. Many sales staff are unwilling to go.

　　 In addition to the above reasons, Xinjiang's local counterparts are basically small in scale and financial resources cannot keep up, so most of the long-distance orders are not taken seriously.

Other Matters

　　1, centrifugal air compressor (only refers to multi-shaft centrifugal air compressor)

　　 The centrifugal air compressor market in Xinjiang is mainly used in steel, petrochemical and energy fields. IR CENTAC, ATLAS COPCO, CAMERON, SAMSUNG, etc. have all achieved success. It is still based on IR CENTAC, ATLAS COPCO, and CAMERON. IHI, FSELLIOTT, etc. are of good quality. Although they are not well-known in Xinjiang, they may have advantages in some items due to their price advantages. However, the prices of products for these items are often not determined by the customers of these brands.

　　2, exhibition

　　 The annual "Western Expo in Xinjiang (previously called Urumqi Economic and Trade Fair)" is the most important brand promotion exhibition. Others are the usual small-scale professional exhibitions, mostly for specific industries. For the mining industry and the chemical industry, the effects of exhibitions for these two industries are better.

　　 3. Office

　　 The initial stage of setting up an office is equivalent to starting a business locally, and it will be difficult at first. The primary task of the office is not to lose money, and to not lose money, in addition to the sales staff must work hard to actively expand and sell the company’s products, but also make full use of resources to do some maintenance services when visiting customers, especially in During non-purchase period. However, this is only effective at the initial stage. Once the market is opened, it is basically unnecessary.

　　4, other

　　 Xinjiang's sales colleagues are mostly in Urumqi, while Urumqi's counterparts are basically in the area of ​​Altay Road, Zhongya Electromechanical City, and Nianzigou Bus Station. Basically, they adopt a store sales model, and only a few colleagues, including IR, work in office buildings or communities (only agents or distributors).

　　Urumqi's air compressor sales often not only provide products of a single brand, but more or less provide related supporting products, such as rock drills.

　　 The mobile machine market in Xinjiang is very good, and it is recommended that two lines of unit sales and leasing be established.