Those Directors Who Sell Live Goods To "Big Guy"

"I would be happy to accept the way of live direct broadcasting, which can directly communicate with customers, better display our products and brands, and enhance customer trust from a professional perspective." Recently, Ceng Guangan, chairman of Liugong, who had just returned to Nanning in a business trip, said in an exclusive interview with the economic news reporters in twenty-first Century that "live broadcasting with goods" is a new marketing method in the construction machinery industry.

Not long ago, Ceng Guangan and Liugong chief scientist assembled in Liugong's first live broadcast with 130 million yuan. Ceng Guangan said this way will be a normal way of Liugong marketing. Liugong will welcome eighth live products in June 6th.

The hottest draught in 2020 is the direct broadcast of the electricity supplier, and "buying it to buy it" has become the hot word of the Internet nowadays, and a "buy it" economic form has been formed. Under the catalysis of the epidemic, the spread of the direct seeding war spread all over the field, and the construction machinery industry, which has long relied on offline trading scenes, is also accelerating its entry into the game. In addition to Liugong, Sany, Xugong, Shan He intelligence and so on have also joined the live camp, and many of them are like the chairman of Zeng Guang an, hanging out personally, and the results are good.

"The construction machinery industry can also play the live broadcast, mainly because this form enables customers to have a deeper understanding of enterprises and products, and there is also a growing demand behind them. During the epidemic period, a large demand was accumulated, so it was released after April. Although the construction machinery industry has been affected by the first quarter sales volume, the industry can still maintain growth in the long run. From the government's work report this year and the national development and Reform Commission, it is different from the flood irrigation in the past. From the fiscal policy to the western development, the big Bay area and the new capital construction, the government has produced a set of combined boxing for the entire construction machinery industry. It's good. " Zeng Guang an pointed out to the twenty-first Century economic news reporter.

Live with goods "heavy guy"

Biguiyuan combined with Wang Han and Wowkie Zhang, live direct selling; Wei Ya sells live Rockets; Luo Yonghao sells live half price cars. Why are these "heavy guys" such as excavators, forklifts and heavy trucks not allowed?

During the epidemic period, Liugong, Xugong, Sany and other construction machinery enterprises began to try to deliver live goods.

"Because of the impact of the epidemic, sales can not run to customers, and the effect of telephone communication is not very good. So we chose the way of live broadcasting online. Zeng Guang an told reporters on twenty-first Century economic report.

It is understood that Liugong before the launch of the world's premiere, all its product lines are doing, and their platforms are different. Ceng Guangan believes that the form of live broadcast can be conducive to the development of enterprise's marketing, and all product lines have needs, and it should be integrated in a public platform for live broadcast, influence and so on will be better.

After the live broadcast of the first scientist Zeng Guang an and Liugong's chief scientist, Zeng Guang an asked Liu Gong, vice president and general manager of product lines to take part in the live broadcast. "Let me take a lead first, so that everyone can be more energetic." Ceng Guangan said.

The form of Liugong live broadcast is mainly divided into two parts, one is the technical experts on the outfield, the other is the indoor executive dialogue. Zeng Guang an told the economic news reporters in twenty-first Century that the cost of live broadcast was relatively low, and that it could enable customers to understand enterprises and products in many directions.

Zeng Guang an said the participation of online live was quite high. Apart from letting customers know more about enterprises and products, Liugong also launched a lot of benefits, lottery and other activities. According to reports, a long-time concern Liugong's customers, in the process of participating in the live broadcast, pumped up "creating gold". He originally intended to buy small excavators (small excavators), and then directly converted to buy large excavators (large excavators).

The Liugong employee, who is responsible for the live dialogue of senior executives, is Liu Tingting from Liuzhou. She also carries a little Liuzhou accent. She told the twenty-first Century economic news reporter that when the live anchor was on the top of the duck, she had no experience in learning international business. She had to rehearse in advance and walk three or four times. Every time she finished broadcasting, she was like a serious illness.

Liu Tingting said that their live broadcast was also crossing the river by feeling stones. When the first live broadcast, there was wind on that day, so when the chief scientist explained, sometimes the voice was not very clear. "We will consider more uncontrollable factors, including weather, Internet and so on."

It is understood that in May 24th, Liugong also carried out the first overseas live broadcast in Vietnam, and was also concerned by many users. During the live broadcast, Liugong brought the highest 100 million yuan for the onlookers. A local user who used 5 willow loaders has decided to buy another Liugong 856H loader and deliver it immediately after participating in the live broadcast.

Luo Guobing, vice president of Liugong machinery Limited by Share Ltd, said through online live broadcast, Liugong carried out online marketing through the use of network platform and resources to achieve mode innovation. In the first quarter of 2020, with the joint efforts of Liugong and distributors, Liugong's overseas business still achieved a good growth in market share.

In addition to Liugong, many construction machinery industry enterprises are also in the live broadcast team. On the afternoon of May 20th, Xugong held the first series of live broadcast of the second international customer festival to broadcast live online worldwide. As of 12 noon on the day, in less than a day, through the global online live promotion, sales of various construction machinery products exceeded 400 units, with sales amounting to 150 million yuan.

In the two hours of live broadcast, Xugong carried out large-scale joint operation in China's largest professional construction machinery test site Xugong Group experimental site. Excavators, loaders, road machinery, heavy trucks, etc, are built to simulate the performance of a certain area in Southeast Asia.

Xugong chairman and Secretary of the Party committee Wang Min said that the focus of the broadcast is on the Southeast Asian market. In the future, Xugong will also launch a special live broadcast for many regions such as Central Asia, the Middle East and Europe. The discount for global customers will last until the end of September.

"Southeast Asia itself is not affected by the epidemic, the market is relatively stable, so we live in Southeast Asia is also good; and other European countries and other basic countries, there is a demand for resumption of production and economic recovery, so customer attention will be relatively high." Zeng Guang an told reporters on twenty-first Century economic report.

Affected by the epidemic, the 31 heavy truck cancelled the new car conference in February, and sales volume was also greatly reduced. In order to break the sales predicament during the epidemic period, from February 28th, the 31 heavy truck began to sell trucks in the live broadcast, and continuously created three live broadcast activities, including live direct broadcast, live broadcast in spring, and Wan Tai buying Festival.

In February 29th, ZOOMLION earthwork machinery held "public welfare HIGH night shopping live", on the platform of the direct broadcast of the alliance, ironclad network, Huicong net and other platforms. The number of people watching was over 60 thousand. Under the support of many preferential activities, 620 excavators were sold in 90 minutes.

31 a heavy truck official said that the effect and efficiency of cloud live broadcasting would be much stronger than that of online targeted media. Now, the 31 heavy truck is playing a routine action in the sound of live broadcast. The professional live broadcast team is responsible for it. Basically, there is a theme in the month, and there is a live broadcast every week.

The chairman went to battle.

From the current live broadcast of the construction machinery industry, many of them are directly involved in the business leadership.

A senior engineer of the construction machinery industry told the twenty-first Century economic news reporter that the chairman of the enterprise has formed a deep understanding of the existing customer groups. It helps to shape the credibility of the company, and at the same time, it also promotes the marketing power of the enterprise.

There are people in the industry statistics, 70%-80% excavator operator and heavy truck drivers like to watch the live platform, and the construction machinery user group gradually younger, with micro excavator customer as an example, after 90 or even 95 has become the main force, they will spend a lot of debris time on the mobile Internet. "Short video", "live broadcast" and other forms are also favored by young heavy machinery users.

"As a professional production equipment, excavators, rotary excavators, pile machines and so on, such as lipsticks, facial mask and other daily necessities are obviously different. Professionals are required to interpret the technical performance, main parameters and operation points of the products, which can quickly respond to questions from the audience, which must be done by experts or insiders." The senior official said.

"After 70", he Qinghua is one of the board directors who chose to broadcast live in the early stage of the epidemic. In the first live broadcast, the office and factory area of Shan River intelligent were displayed. He Qinghua also introduced the intelligent excavator assembly workshop and the rotary drilling rig assembly truck, and explained the core selling points, specifications and details of the products. Because of his familiarity with products, technology and management, he is also known as "he teacher" kindly.

"Bosses take the goods personally, and the effect is obvious. In addition to raising the awareness of enterprises and products, this is also a form of" small cost and great profit ". People in the industry say that at least, the chairman of the company will not bring additional cost to the company, nor will they require a deduction.

Xugong, a person in charge, told the twenty-first Century economic report reporter that the cost of live broadcast platform is not high, but many links in the middle, such as joint construction performance, material purchase, transportation equipment, on-site shooting and so on, cost much higher, but it is much lower than the traditional exhibition cost. It is affected by the whole ball epidemic, and it does not need to go around the world to participate in the exhibition. This broadcast adds up to hundreds of thousands of investment. But the traditional words may turn two or three times.

For this reason, many construction machinery industries are developing their "live teams". For example, the 31 card thinks that live broadcast is a skill that an enterprise must learn. At the very beginning, when developing a live broadcast team, when you need to broadcast live, you should take the initiative to decorate all the equipment and facilities of the factory.

Zeng Guang an told the economic news reporters in twenty-first Century that the chairman of the board could sell the excavator to achieve good results. On the one hand, the new marketing method met the needs of the customers, and on the other hand, it was the actual potential demand.

"The epidemic caused customer demand to be pushed back, so demand began to increase at the end of February, especially after March, and many of our products sold to new heights in 4 and May." Zeng Guang an pointed out.

According to the industry statistics of China Construction Machinery Industry Association, from January 2020 to March, 25 host manufacturing enterprises were included in statistics, and a total of 68630 kinds of mining machinery products were sold, representing an increase of -8.2% over the same period. Among them, in March 2020, a total of 49 thousand and 400 kinds of mining machinery products were sold by the manufacturers in statistics, representing an increase of 11.59% over the same period. The domestic market sold 46610 units, an increase of 11.24% over the same period, which has exceeded 44 thousand and 200 of the highest sales in March 2019.

Since the beginning of April, construction machinery manufacturers have increased the price of different construction machinery products. Among them, ZOOMLION and Sany have increased the price of pump cars by 5% to 10% respectively. Sany and Xugong Group increased the price of small excavators by 10%, and the price of medium and large excavators increased by 5%. Liugong also announced that the price of excavators would be raised by 5%. Yang Shaohui, an analyst at Bank of China Securities, believes that the whole industry of construction machinery will usher in a new spring of competition and optimization.

"On the whole, in the first half of the year, I estimate that some products will still increase, for example, the excavator began to grow from the negative growth in April and May, and the original growth of other products has declined, and now it is slowly moving towards it. So this year's construction machinery, I think the overall situation is a growth trend and results, this should be a big probability event. Zeng Guang an told the economic news reporters in twenty-first Century.

Zeng Guang an analysis said that the resumption of business and industry has increased the demand for the construction machinery industry, and the country's macroeconomic policies are also conducive to the development of the industry. This is also a reason why the chairman of the board firmly broadcast the goods.

"The demand for boosting domestic demand for investment in construction machinery is still relatively large, including urbanization, beautiful countryside construction, new capital construction, western development, and the construction of big bay area, together with loose monetary policy, which is conducive to the development of the entire engineering industry. It is worth mentioning that, unlike before, the government is not blindly stimulating economic development, but supporting development through combined boxing. " Ceng Guangan believes that the government's ability to control macroeconomic accurately will enable the industry to develop orderly and healthily.

However, Zeng Guang an also admitted that along with the impact of the epidemic and the new infrastructure layout of the enterprises, the construction machinery industry will also be polarized. "There will be strong and strong in the future. Some enterprises with less R & D investment and less intelligent development are doomed to be eliminated by the market.