Since 2010, affected by the weakening of the macro economy, China's fixed asset investment growth has rapidly declined, and the rapid rise in labor costs has led manufacturing enterprises to relocate to Southeast Asia. These factors have put great pressure on the Chinese machinery and equipment market. Faced with this situation of internal and external challenges, companies in the machinery and equipment industry should change the traditional sales methods through innovative approaches to adapt to the intense competition and achieve a transformation, emerging victorious from the fierce rivalry.
Equipment manufacturing companies are facing significant challenges. In terms of domestic demand and investment, China is showing signs of growth fatigue. As for exports, the growth rate of China's total export volume has been declining year by year, leading to overcapacity in some Chinese manufacturing sectors. This has further exacerbated the downturn in the upstream equipment market.
Labor costs are soaring rapidly, while foreign direct investment is declining. The shift of global industrial capital investments is causing the global manufacturing sector to migrate from China to Southeast Asia and India, a trend that may persist in the future.
Therefore, the traditional relational sales model will be disrupted, replaced by sales innovation that adapts to the requirements of the "new normal." Under the "new normal," the development of China's machinery and equipment industry is showing three major trends:
Firstly, precise investment targeting has spurred demand in specific industries. Looking ahead, we believe Hashi will achieve close connectivity with clients through channel digital innovation. By bridging the "last mile" of the sales process through O2O interactions, Hashi will leverage its extensive offline sales network to conduct user operations, thereby expanding into multiple business areas such as spare parts sales, cross-selling, precise marketing, and supply chain optimization; and by collecting and mining data on user behavior and preferences, continue to drive rapid growth in sales and profits in the future.
Secondly, in the context of ecosystem-based value-added sales, as equipment tends to become a generic commodity, its price will become less significant in the sales process moving forward.受益于more transparent information and diverse consumer choices, future consumers will place a greater emphasis on the overall product experience during the purchasing process. Looking at the development process of the manufacturing industry, customers will occupy a predominant position in the future supply and demand relationship. Suppliers will be able to provide personalized purchasing experiences based on their individual needs, while also engaging in interactions in the manner they prefer. Manufacturers will need to more accurately gather information to understand customers' business models and pain points, and also analyze changes in customer demand.
Thirdly, while focusing on the benefits of the products, we place even greater emphasis on pre- and post-sales services. Traditional consumers only pay attention to whether the equipment can bring them benefits during operation, without considering the early stages of procurement, installation, and construction, as well as the later stages of upgrades, updates, and equipment resale. In the future, as customers face more intense competition, they will become increasingly value-conscious about the production equipment.