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At the International Commercial Vehicle Show (IAA) in Hannover, the number of exhibitors from China reached 133, ranking third, which attracted the attention of the organizers of the exhibition and foreign counterparts. However, a careful analysis of the situation of these 133 companies will find that although the number of exhibitors in China has greatly increased, but the competitiveness of enterprises is not strong.
Of the 133 companies, all except the FAW Jiefang and Xiamen Jinlong two vehicle companies are all part companies. Among them, there are no more than 10 companies with a certain reputation in a certain area of ​​the global parts and components market, and companies that can bring competitive pressure to foreign peers are even rarer. From this point of view, it is still too early for us to cheer and intoxicate the number “133â€. The process of studying and improving Chinese companies in the international market is still very long.
When it comes to the relatively simple matter of exhibiting abroad and understanding customer needs, many of our companies have not done enough homework. According to the reporter's understanding, some companies are holding the "try to put a stand to try" mentality to exhibit in Hanover, foreigners come to the booth to see on the line, can get better intentional orders. In fact, if a mature company wants to enter a strange market, it must first understand the rules and needs of the market, and must know what people need, and then consider whether they can meet the needs of others. To understand where your strengths lie, you must not make unpreparedness.
At present, the European and American markets are very mature. The customers need a complete product, that is, before, during and after the sale of the product itself. In other words, the product must be provided together with a comprehensive maintenance service network. A complete solution not only has more profit margin than a single product, but is also a common practice in foreign markets. Can provide a complete solution, it is easy to be accepted by customers. The idea that some domestic companies sell products after they are sold out is really not desirable.
Some exhibitors in China are not very clear about the exhibition overview and the distribution of exhibitors in each exhibition hall. The products brought by the exhibition are good, but because the exhibition booth is simple, remote, and far away from the target customers, not only the image is compromised, but also the customer’s intellectual property rights are easily caused. The speculation of product quality and company strength is also easily overlooked. In this case, even if there is an order, the price will inevitably be pressured by the customer. Therefore, exhibitors should pay attention to their own image and know where their customers are.
Innovation is the consistent theme of IAA. Whether it is a complete vehicle or a component, even a small bearing and a simple toolbox must emphasize their own characteristics and innovations. Chinese companies need to learn, and they need to be innovative after learning. To participate in IAA exhibitions, it is necessary to co-produce with the theme of this exhibition.