The enterprise promotion and product sales in the machinery manufacturing industry are highly targeted. Therefore, the traditional “spreading†marketing methods are difficult to play a role in sales. Through such a targeted online marketing carrier through Baidu’s competitive bidding rankings, direct communication between companies and potential customers can be realized. Netizens who find information on mechanical companies through search engines are the real demanders of products.
“The metal abrasive industry is more professional and subdivided, and the target customers are not easy to find; at the end of 2005, they were promoted on Baidu, but they did not expect much increase in the number of calls, and the transaction rate was quite high. Network promotion is really a multiplier.†Shandong Kaitai Metal Abrasives Liu Ruwei, sales manager of the company limited.
Machinery industry vitality and pressure coexist
The machinery manufacturing industry covers a wide area and is the lifeline of a country’s economic development. In recent years, China’s machinery industry has been developing rapidly. From January to February of this year, the total output value of the machinery industry was 660.24 billion yuan, an increase of 29.40% over the same period of last year, and the top six industries were Construction machinery industry, heavy mining industry, agricultural machinery industry, automobile industry, instrumentation industry, electrical appliance industry. Although compared with the 40% increase in previous years, the growth rate of the machinery manufacturing industry has declined in recent years, but its growth rate has still reached nearly 30%, showing strong growth potential and strong market demand.
At the same time, however, this change in growth also implies a fact: With the influx of multinational companies and the continuous appearance of big fish and small fish, the pressure of the majority of small and medium-sized machinery manufacturing companies has increased.
At present, 70% of the international engineering machinery manufacturing industry is occupied by 13 multinational corporations. These multinational corporations that have been developing for hundreds of years have established production or sales bases in China without exception and have become a strong competitor for domestic companies. Caterpillar, Komatsu, Hitachi, Linde, Volvo, Liebherr, BMW, Toyota, etc. have successively established plants or established joint ventures in China. Hyundai, Daewoo and other companies have developed rapidly in China, and 90% of the domestic excavators are used by Chinese and foreign companies. Joint venture or wholly foreign-owned occupation. At the same time, the prospects for the long-term development of the Chinese market will continue to attract foreign counterparts, which is both a vitality for the rapid development of domestic enterprises and a strong pressure.
Under this circumstance, how can thousands of small and medium-sized machinery manufacturing firms that focus on a certain specialty and a certain market segment win in the giants' market game and occupy their own positions?
The customer is looking for you through a search engine
Internet marketing is currently the only way to allow SMEs and large companies to stand on the same starting line. TV advertisements are huge and the target audience is vague. The coverage and influence of professional magazines is too small. The industry exhibition counterparts have seasonal restrictions and they are expensive. For small and medium-sized enterprises, it is difficult to compete with large companies for exhibition areas and competitions. However, online marketing can use the corporate website to fully display the company’s products and features and give the company fair competition.
As a matter of fact, machinery companies have not paid enough attention to the network as an effective communication channel. Compared with consumer goods companies, mechanical companies have even less emphasis on the network as an effective communication channel. Although companies in the machinery industry have generally established websites, if they search Baidu, there are tens of thousands of corporate websites for mechanical equipment. However, many websites have not reached the goal of promoting enterprises and attracting orders. The survey found that 50% of China's machinery business websites had daily visits of less than 50 times, the promotion of the websites was not enough, and the existing website promotion methods had no obvious effect; another 40% of the mechanical company websites had an average daily visit of about 100 or less. .
Enterprises in the network marketing activities, can not help but fall into this misunderstanding: there is network awareness, the company took the lead in establishing a Web site, and also hired a person to manage and maintain the company's Web site, the site's content both corporate image promotion and product display, Next I can wait for the order to come.
In fact, many facts show that: The neglect of the promotion of their own websites by enterprises is the bottleneck that restricts machinery and equipment companies from standing out in similar enterprises.
Correspondingly, customers value the importance of finding vendors through the Internet. According to CINNC's "13th Statistical Report on the Development of China's Internet," 17.79 million business decision-making related personnel (enterprise management personnel, professional and technical personnel) have used the Internet frequently in mainland China. Most of them are using the largest Chinese search engine, Baidu, to find related companies.
In November 2005, Baidu counted users searching Baidu for keywords related to the machinery manufacturing industry and found that keywords such as motors, medical devices, bearings, boilers, molds, shelves, switches, excavators, vacuum pumps, and hardware were searched. The most opportunities. Taking the keyword "mould" as an example, it was searched more than 20,000 times in November 2005. This means that it has brought more than 20,000 business opportunities to machinery and equipment companies that have participated in the bidding and registration of the “die†on Baidu. In the traditional way, it will take more manpower and financial resources to obtain equal business opportunities.
In this case, companies that seize the opportunity will win first.
The first to win the business
Jinan Tianchen Dejia Machine Co., Ltd.'s predecessor, Jinan Tianchen Machine Co., Ltd. was established in March 1997, when the main business was the plastic door and window related manufacturing machinery. In 2002, Tianchen Plastic Window Equipment Industry and Jinan Dejia Machinery Co., Ltd. integrated the plastic window equipment industry and established Jinan Tianchen Dejia Machinery Co., Ltd., which is from that time on. Tianchen Dejia established its own website and started Try web promotion.
In 2002, when embarking on Internet marketing, Tianchen Dejia took a sneak peek into Baidu, which was in its infancy, and took it as its sole online promotion platform. After four years of cooperation, according to sales manager Li Xubing, there are countless transactions from Baidu, not to mention those who know them through Baidu and contact their customers.
“Although we have been advertising traditional advertisements, Baidu is a long-term promotion platform for us. On this platform, we can display all kinds of products in a comprehensive way and attract different customers through different keywords. This is something else. The promotion platform can't do it," said Li.
In Li's memory, Baidu has always been the backing for their development. Thanks to its continuous efforts in research and development and its customers, Tianchen Dejia has successively launched a number of production lines including three-dimensional parking equipment, cotton and linen machine manufacturing, and testing machine manufacturing. After each type of product is formally launched, they always register corresponding keywords on Baidu, and Baidu always brings them corresponding customers and orders.
In the four years of cooperation, Tianchen Dejia established a Tianchen Group from a privately-owned small factory, which has more than 1300 employees and is a large-scale private enterprise with integrated management and diversified development based on machinery manufacturing. Now, Tianchen Group has transformed the focus of the promotion from order to brand. "Our cooperation with Baidu will continue."