As a traditional lifting equipment, construction cranes have been mainly sold directly for many years because of their small market capacity and high single product price. However, in recent years, with the rapid development of China's economy and the rapid expansion of infrastructure investment, the construction crane industry has also developed at a high speed, especially in 2006, all the indicators of the industry exceeded the historical record of 2004. With the expansion of market scale and the gradual strengthening of enterprise strength, some construction crane manufacturers began to try to implement the agency system, among which the phenomenon that truck cranes began to sprout the agency system was the most obvious because of their relatively large market share.
However, compared with the excavator industry with relatively mature agency system, the development of agency system in truck crane industry is still in its infancy, and many enterprises still have some disputes about whether to vigorously develop the agency system in truck crane industry. Some people think that more than 90% of the domestic truck crane industry market is monopolized by domestic brands. Most of these enterprises have huge marketing teams all over the country, and some even have established relatively perfect marketing networks. Enterprises can sell their products well by direct selling. Is it necessary to develop the agency system? Moreover, the truck crane product itself has the characteristics of small market sales, complex product technology, relatively narrow customer base and high single price. At present, the domestic market capacity is only tens of thousands. Is this product suitable for agency sales? Some people think that with the gradual clarification and refinement of the global industrial chain division of labor, the agency system is an inevitable marketing model for the development of the truck crane industry. In order to answer your doubts, we visited the major domestic truck crane manufacturers and some agents, hoping to have a comprehensive understanding of the budding development of the agency system in China's truck crane industry through the discussion of the development status and problems faced, so as to have a clearer understanding of the future development of the agency system in China's construction crane industry.
The agency system of crane industry is in its infancy.
From the end of the 20th century to the beginning of the 20th century, with the sales of truck cranes in China exceeding 10,000 units and the introduction of credit policies such as bank loans, the agency system began to appear in the truck crane industry. Some major domestic truck crane manufacturers have begun to implement the agency system. Among them, since 1995, BAIC has set up four-in-one truck crane agencies in Nanhai, Taiyuan, Shanxi and Xinjiang. At that time, the partner was China Electromechanical Import and Export Corporation, which was actually the earliest agent in the construction machinery industry in China. Later, Puyuan set up a crane agent in Zhejiang on 200 1, but due to various factors such as the sales environment at that time, most of the early crane agents did not postpone.
With the acceleration of globalization in China and the development of domestic truck crane market, the agency system has gradually developed in the domestic truck crane industry. At present, there are mainly three marketing modes in the domestic truck crane industry, one is the complete agency mode, the other is the parallel mode of direct selling and agency system, and the other is the traditional direct selling. Domestic large truck crane manufacturers adopt the parallel marketing mode of direct selling and agency system, some joint ventures adopt the complete agency system, and small and medium crane manufacturers and foreign brands still adopt the traditional direct selling method.
Major domestic truck crane manufacturers such as Xugong Group Xuzhou Heavy Machinery Co., Ltd. (hereinafter referred to as "Xu Zhong"), Changsha Zhonglian Heavy Industry Technology Development Co., Ltd. Puyuan Branch (hereinafter referred to as "Puyuan"), Sichuan Changjiang Engineering Crane Co., Ltd. (hereinafter referred to as "Changqi") and Tai 'an Dongyue Heavy Industry Co., Ltd. (formerly Taiqi Factory, hereinafter referred to as "Tai 'an Dongyue Heavy Industry") all adopt the marketing mode of parallel direct selling and agency system. After years of development, these enterprises have basically established a very large marketing team, distributed in marketing outlets or offices in various provinces and cities, and can undertake most of the product sales of enterprises. In order to meet the needs of the market and the development scale of enterprises, some have developed powerful distributors in most regional markets and started to try to implement the agency system in some mature areas. For example, Puyuan now has more than 370 marketers (including after-sales service personnel) and more than 20 contracted dealers in China. In 2006, Puyuan's first 4S agent in China-Guangxi Baishicheng Electromechanical Equipment Co., Ltd. was established. Taian Dongyue Heavy Industry has more than 70 salespeople and more than 30 dealers all over the country, and has also developed regional general agents in mature areas. Generally speaking, the proportion of domestic truck crane manufacturers selling products through agency system is between 20% and 30%.
BAIC Tadano Beijing Crane Co., Ltd. (hereinafter referred to as "BAIC Tadano") is the only crane enterprise in China that sells its products by agency system. This company is a crane manufacturing enterprise jointly funded by Beijing Crane Factory, the earliest manufacturer of truck cranes in China, and Japanese Tadano Co., Ltd., which has the largest sales volume of wheeled cranes in the world at present. In order to rapidly increase the market share of products in a relatively short period of time, Tadano has unswervingly implemented a complete agency system since its establishment. Since 2005, the company has taken the lead in implementing a strict agency system in the truck crane industry. At present, there are 23 regional agents in China, of which 8 have become sales and service agents.
At present, the agent team of truck crane industry has not yet formed a scale. According to incomplete statistics, there are about thirty or forty real truck crane agents in China, some of which are channel agents. These agents have very strong channel dredging ability, but the scale is generally small, and there are some gaps in agency concept and management level. The other part is a brand agent with a certain scale. These agents have marketing experience of other products, and the management mechanism and marketing concept of enterprises are relatively mature. The level of agents is uneven, and the development of crane agency system model is immature, which leads to the agency system has been accepted by many large enterprises in crane industry, but its development is still in the primary stage.