Today, with the change of economic environment, laser cutting machine market demand, between the various brands, manufacturers of the competition has been white hot. In this regard, we can feel a new project of laser cutting machine needs less, fewer people buy inquiry, the equipment is difficult, payment period, customers are not so straightforward and generous, "began to carp...... These are the "business" is not good in performance, if such "a pile of messy performance carry out to solve, it will make people confused. However, if the current 10000mw laser pointer cutting machine industry competition is summed up, it can be attributed mainly to the brand, price and channel, and the several aspects of the service competition.
Laser cutting machine brand differentiation is the core advantage or personality differences products into the brand, to meet the individual needs of target customers. The success of the laser cutting machine brand has a different characteristic, are different from competitors, then in a form consistent from beginning to end brand differentiation and customer psychological needs connected by way of brand positioning accurate information to convey to the market, to occupy a favorable position in the minds of potential customers. The purpose is to create and develop certain characteristics for their laser cutting machine products, distinctive personality, establish a unique image of the market, which is different from competitors, and effectively determine the products in the minds of customers in the neutral position. In laser cutting machine enterprises and products more and more homogenization tendency, more and more similar products, competition is increasingly fierce, in order to break through, the enterprise must according to the selection strategy for brand positioning of their actual needs, find the appropriate market position for their own enterprises and products.
A high power laser pointer cutting machine brand has a high reputation, customers can get the praise, must be derived from the excellent quality and perfect service, this is not the basis of brand, excellent quality and perfect service, a good brand will be spurned by the customer. The performance in the market for the purchase of a laser cutting machine products, customers can continue to buy and recommend to other people's enthusiasm for the brand. Improve product and service quality is the premise to enhance the brand, it is directly related to whether a real brand and famous brand.
Here, the competition is divided into two parts: product quality and service quality. With the metal laser cutting machine in Chinese market more than and 10 years of rapid development, the entry threshold decreases rapidly, metal laser cutting machine is no longer mysterious, but because the processing level, each company's manufacturing precision difference caused by the brand products showed a larger difference in efficiency, consumption and stability etc., especially compared with foreign brands, even more so. In the higher energy consumption, environmental protection and product quality in the future, the role of market competition will become more and more prominent. The service includes pre-sale, sale and customer service service, including pre-sale and sale of services can be connected as a whole, as a kind of sales skills, this is the need to pay attention to the local sales staff. Customer service and service as a separate type of service, has been the laser cutting machine manufacturers, distributors pay more and more attention. Because it is not only a continuation of the service trade, is also a kind of marketing ideas and methods, to create their own high-end customer service service brand is the next 5000mw laser pointer cutting machine supplier actively practice direction. We can see that more than the manufacturer is proposed to strengthen the customer service service, a new understanding of customer service service agents at all levels.
But at the same time in the customer service service also has a negative phenomenon, one is the excess service, maintenance repair can not repair but for minor repair, change, repair changes theoverhaul; one is to recuperate, always room maintenance, a temporary solution needs, just like a quack "ear" the same; three is to get service at a low price, alternative way away the original customer service service items, but this type of service team maintenance work is simple and crude, easy money grab maintenance projects, or because the technology is not in place Difficult miscellaneous diseases caused by illness into serious illness would vanish without a trace. As a result, the relationship between tension, forming a vicious circle. The supplier believes himself to the meager profits of equipment will be sold to customers, not earn other profits in addition to provide warranty, once customers encounter problems difficult to solve, out of revenge: provide services either don't want to either increase the cost of service. That is their own money and customer equipment purchased, and the original customer service service price and the market price difference is large, you want to make service who let who service, but can not solve the problem encountered in the equipment, manufacturers, agents also need to do service obligations.
The actual formation of such a contradictory reason only one, that is the cost of after-sales service, that is, the price competition, mainly in the genuine and high imitation and substitutes on the price difference. In fact, the price of cheap laser pointer cutting machine industry is a sensitive topic, but we can analyze what is about the price of laser cutting machine. 1, production and transaction costs, 2, information asymmetry, 3, manufacturers and channel business profits.
In theory, the production scale of the production cost is low, but in actual laser cutting machine industry, the production scale to produce production cost difference is not great. Due to the expansion of the scale of production can bring mass production and procurement of low-cost advantage, but also brings the rise of management cost. The previous large-scale production to reduce production costs is based on low labor costs, but because of demographic dividend gradually disappear China, the cost of human resources in economic activity accounted for more than, and at the same time, the bigger (brand) the higher the grade, the higher the investment in human resources management. In order to balance the cost of production, the difference is not large, with a small power laser cutting machine as an example, international brands and domestic brands of small cost difference of at least 1000 to 2000 yuan, the price of twenty thousand yuan in the laser cutting equipment is normal, because the overall price difference is 5000 yuan.
To improve brand competitiveness by reducing the cost of production is the primary stage of the competition, because in a certain extent, the production cost can not be unlimited compression. In the laser cutting machine serious homogenization of today, is the result of excessive press production cost reduction with lower quality, shoddy. This is not a new thing in the laser cutting machine market. So to improve the brand premium, but also from other aspects.
Another is the cost of transaction costs, including business taxes and produces all kinds of laser cutting machine trade logistics, pr. The first two with the national policy, the level of logistics development, and the third green laser pointer cutting machine market development level. In recent years, due to the laser cutting machine industry in a buyer's market, by means of non normal open trading joint has become the unspoken rule changes, public relations costs will affect the products in a single price.
The more asymmetric information, the greater the price change. The information asymmetry was one of the main reasons of laser cutting machine industry profits, which is not only the objective limitations of social communication and communication technology, there are subjective reasons for manufacturers circulation artificial limits on the regional market information. With the market information gradually, the amount of information asymmetry problems are being solved, so that the conventional laser cutting machine machine and accessories price transparency. But with the Internet and the media publicity, brand diffusion (non customer recognition) is very easy. Eliminate information asymmetry, expand visibility can be done from different sales channels of laser cutting machine.
The profit of manufacturer and channel is unified and opposite. Only both to make money, to continue cooperation in various fields, to further brand and regional market, bigger and stronger; but at the same time, in a certain period of time, product quality and brand image is fixed, the customer can afford the price is limited, in the limited area price, remove the cost, profit some. I will be more than you, I will be more than you. In order to ensure their own interests, both sides have a bottom line, below the bottom line, may be not a single, so the price by the manufacturers and distributors of the bottom line, if the bottom line is high price high price is low; the bottom line, can become low.
Price competition is often not only to the price level emerged, but the price of mixed form of brand on the market. Such as the price of 2000 yuan, apple and millet, a let consumers feel very cheap, a feeling a little expensive, customers will make different choices of the same price. Similarly, in view of the different laser cutting machine brand and the same price, the customer will be combined with the actual needs and their own economic situation, make different choices. This is why the laser cutting machine manufacturer for high low positioning of their products and price, different grades of products and prices, and to meet the different needs of customers.
In the 2000mw laser pointer cutting machine is more and more mature today, the brand, product and enterprise competition, has not been a single element of competition, in addition to price, quality dominant factors, an important aspect of services, value-added, channel, enterprise development strategy is the recessive elements of enterprise and brand long-term development, sustainable development of competition. Only do the brutal competition in the complex market environment, to stand in the forest of the brand of laser cutting machine.