Exploring Tool Consumption Potential and Direction

The number of tool companies debuted in regional large-scale trade shows has become smaller, and the number of small-user purchases is too small to obtain their own goods. Recently, a survey by the reporter found that in some exhibition scenes, the appearance of cutting tool companies is much less than before. At the same time, many small and medium-sized users have reported that tool companies have to be “arrogant” compared to the active promotion of machine tool companies. In this regard, industry insiders pointed out that the reason why this phenomenon occurs is mainly due to the market becoming weaker and the enterprises operating more difficult. In addition to the fierce competition in the industry, the enthusiasm of the small-scale tool companies to participate in the exhibition has also been reduced, and the treatment of small users is also Start planning carefully. Relevant experts pointed out that small user groups are also a big market, and while tool companies pay attention to large customers, they should not give up small and medium customers.

Regional exhibitions are difficult for large companies

"Now it is very troublesome to buy a cutter, and you have to run it on the market regularly. Some manufacturers have too few goods to order. They do not deliver at all." In early March, Mr. Hu, the head of a hardware processing company in Shandong, complained to reporters. . The reporter learned that Mr. Hu’s company’s production scale is not large. Because the tool consumption is not very large, even the sales personnel of the cutting tool companies have not even promoted the sales. In desperation, Mr. Hu had to go to the market and purchase it once in a while. "It's strange that all walks of life are basically buyer's markets. I didn't expect these cutting tool companies to take these small companies seriously." Mr. Hu believes that compared with the active sales of machine tool companies, tool companies are "cold. "Let him feel unbelievable.

Not only is the tool company less “cold” for small users, but it is also the regional exhibitions where the appearance of cutting tool companies has begun to decrease. At the several regional industry exhibitions held at the beginning of this year, a reporter’s on-site investigation found that only a few companies exhibited at the show. In contrast, at the international exhibitions held in Beijing and other places, there are a lot of exhibitors. At a certain exhibition site, the reporter encountered a number of business executives who came to purchase cutting tools. To their disappointment, the exhibitors had very few tool companies. “It's strange that so many companies that sell machine tools and sell cutting tools are So little." said a person in charge of the company.

“In fact, every year at the beginning of the exhibition, we will issue invitations to a number of tool companies. Unfortunately, many companies have become less and less enthusiastic about participating in regional exhibitions in recent years,” said a staff member of the exhibition organizer. He admitted to reporters that, in fact, every year in the industry exhibition, there are many professional visitors to the scene to purchase tools, including large regional tool consumer also tend to be invited to the site to visit, but due to the exhibition of the company is not a lot of tools, companies choose There is not much room.

“I hope these cutting tool companies will attach importance to the existence of small and medium-sized customers and will be able to appear more and more at the exhibition site.” Peering to the big family has no time to care about why small customer tool companies are not enthusiastic about their participation, and even disregard users. During the interview, a staff member of the exhibition organizer pointed out that the root cause is that many tool companies like to “hedge” large users. He said that at present, many tool companies like to track large customers, some large users, and some even stationed engineers on-site service.

On the contrary, for some customers who are not very large, they are relatively less active. In addition, most of the tool companies adopt an agency system. Agents in charge of various regions often only need to discuss several large users. It is enough to allow them to live a very moist day. Therefore, small users are dispensable to them. . Bao Yanle, sales manager of Kunshan Bogao Precision Hardware Co., Ltd. analyzed that this phenomenon was mainly influenced by market factors.

“The sales network of those well-known cutting tool companies has basically covered major cities. They may be more concerned about some national exhibitions. However, those enterprises with smaller scales are not very enthusiastic about the enthusiasm of participating in exhibitions because of the reasons for the shrinking profits.” As to why many tool companies do not place much emphasis on small users, Bao Yanle believes that this depends on the specific situation. "Whether you are a big customer or a small customer, if you have a profit, you can pay in time, which is a good customer." He said that The market became sluggish, and competition among peers was fierce. Tool companies had to “think twice” for some orders. He revealed that one issue that has plagued the tool industry is that payments are not timely, “a few thousand, many hundreds of thousands, even Millions of people have it."

The marketing staff of another tool company said that they did not show up at the show. Another important reason is that they have a close relationship with many machine tool manufacturers. Which company recently purchased new equipment? Basically, they are completely clear. "To be honest, some equipment manufacturers' dealers are even ridiculing the role of tool dealers, using their own channel advantages to recommend tools directly to users, and the results are better than our sales staff. It's much better."

Luo Baihui, who is familiar with the tool industry, pointed out that the reason why tool companies do not pay much attention to small users is that the root cause is the cost control. He said that compared with machine tool equipment, the price of the tool itself is not very high, and the profits of tool companies are relatively low, and basically they need to rely on volume to achieve profits. The demand of those small users is not very large, coupled with the current higher and higher logistics costs, and sometimes may not even make money. So some tool companies have to give up these small customers.

Small and medium-sized users are also worthy of attention

The potential for tool consumption in domestic machinery processing companies is very large. Last year, relevant authoritative statistics showed that the Chinese tool market has become the world's largest consumer market. Some large-scale enterprises, especially leading enterprises, have very strong consumer demand for cutting tools.

According to industry sources, cutting tools are consumables that often need to be replaced in daily operations. The consumption of large-scale companies is even more alarming. According to media reports, only Dongfang Steam Turbine Co., Ltd. spent as much as 100 million yuan on tool consumption last year. The consumer spending on large-scale products such as Chery Automobile is surprisingly large.

Foreign tool companies have basically reached a point of view of large users. In order to win customers, in addition to the regular launch of various promotions, some of the cutting tool companies have some initiatives to provide solutions for large customers, hold regular lectures, and even send out service personnel. “Actually, among the tool companies, in order to compete for big customers, the competition between them is fierce. After all, the number of high-end customers is limited. Everyone wants to seize the market, and they have to make every effort.” An industry source told reporters. He revealed to reporters that at times, several companies are trying to grab a customer and are not hesitating to push prices down each other, but in the end they won orders without making money.

One expert said that any company has a growing process. It is impossible to be a towering tree at the time of birth. Some of the cutting-edge companies have only the behavior of large customers in their eyes, and it is a short-sighted approach. He said that the tool companies can fully examine the user's processing characteristics and future development trends, establish cooperative relationships with those users with great potential for development, and cultivate large customers for the future. When these enterprises grow in size, they become stable and large. The user has. He believes that this is much better than competing with other companies in order to compete for customers.

Another expert pointed out that one of the phenomena that cannot be neglected in the current tool market is that many tool companies have expanded their foreign markets to rely on agents too much. However, some of these agents are not strong enough, and some are still engaged in other business operations. The enthusiasm of the development user is not too high, which will lead to the problem of unmatched between the tool enterprise and the user. He suggested that tool companies should get rid of this passive situation according to the actual situation of the company, establish a marketing network that truly belongs to them, understand the demand in time, explore potential users, and take another path in market competition.