Shenyang machine tool: put the machine in the 4S shop to sell

Shenyang Machine Tool integrates "selling products" and "selling services" into the productive service industry

Reporter Hou Yongfeng reported that like the recall of automobiles and the establishment of after-sales service 4S stores, the 4S shop business of Shenyang Machine Tool Co., Ltd., a leading company in China's machine tool industry, is developing rapidly. On December 8th, with the opening of the 4S shop in Xi’an, Shenyang Machine Tool has already owned 8 4S stores in China. The service platform is built at the forefront of the market, and Shenyang Machine Tool is close to the customer to establish an increasingly perfect after-sales service network.

In June 2005, Shenyang Machine Tool implemented the first recall of the NC machine tool, aiming at the dozens of CNC machine tools with different degrees of problems, implementing free overhaul and replacement to meet the normal use requirements of users. In June of the same year, the first 4S shop of Shenyang Machine Tool was born in Ningbo, thus creating a new era for the implementation of the fine after-sales service in China's machine tool industry. Prior to the establishment of the 4S shop in Xi'an, Shenyang Machine Tools has established seven 4S stores in cities and regions such as Ningbo, Wenzhou, Qingdao, Guangdong and Hubei.

Establishing a 4S shop in the nearest place to the customer is a marketing strategy for Shenyang Machine Tools to transform itself from a pure dealer to a technology and service operator, segment the market and deepen its cultivation. According to reports, Shenyang Machine Tool 4S Store has characteristics of localization, specialization, and standardization. Each 4S store has an exhibition hall to present the latest products to users at any time. The company dispatches professional sales personnel and after-sales service personnel to 4S stores. Regularly trained local sales staff and after-sales service personnel to ensure that each customer can receive professional personal services; unified formulation of various work systems and standardized service processes of 4S stores, and all set up spare parts libraries to provide 24-hour comprehensive services . These measures have enabled Shenyang Machine Tool's products to be closer to end-users and improved the company's ability to quickly respond to the market.

At present, the 4S stores of Shenyang Machine Tools in Xiamen and Foshan have already had preliminary production, scientific research, and other functions, forming a unique 4S shop sales and service system.

According to the market demand, 4S stores are distributed nationwide, and Shenyang Machine Tool has built China's fastest growing and most stable machine tool sales platform. In 2009, the sales of domestic 4S stores of Shenyang Machine Tools achieved 980 million yuan, accounting for 14.5% of the total sales of the six mainframe business units. After 5 years of exploration and establishment of the 4S shop sales service model of Shenyang Machine Tool, and strive to establish 50 to 70 4S stores nationwide by 2015, the annual turnover of each 4S shop will reach 200 million to 300 million yuan, completed The overall layout of the 4S shop sales network. In the next step, Shenyang Machine Tool will extend the sales model of 4S stores to European and American markets.

Editing posts

Our province is a strong province in equipment manufacturing. Today, this industry is experiencing the development trend of “service manufacturing and service industry high-tech”. In other words, in a sense, the "core" of manufacturing is no longer in the "manufacturing" link, and "Kung Fu" is more concentrated in the field of productive service beyond "manufacturing." Taking the automobile manufacturing industry as an example, in the profit distribution of the automobile industry, vehicle manufacturing accounts for 20% and parts and components account for 20%, while after-sales service accounts for 60%.

Through the attempt to open a 4S shop in Shenyang Machine Tool, we can see that, with the increase of independent innovation capabilities, the province's equipment manufacturing companies have not only limited to selling products, but bravely extended upstream and downstream and began to “sell services”. To get the most lucrative profits in the industry chain.

The practice of Shenyang Machine Tool Co., Ltd. opening a 4S shop is undoubtedly of great significance to other equipment manufacturers in the province. To become bigger and stronger in Liaoning's equipment manufacturing industry, our province's enterprises need to be like Shenyang machine tools, abandon the idea of ​​“light business”, boldly implement reforms in the system, and actively face the vast market of service industries to create greater value.