6S stores are "blooming everywhere" Sany Heavy Industry has set off industry reform again

(HC Construction Machinery Network, June 17)

On March 18, 2010, Sany Heavy Industry Jiangsu Nanjing 6S store was grandly opened. Ten days later, Sany Heavy Industry Chongqing 6S store opened. On April 8, Sany Chengdu 6S store opened, which is the sixth 6S store put into operation in China after Guangdong, Xinjiang and Hubei. Such a speed, so that all the peers and media are a little overwhelmed, and for Sany, a service upgrade has just opened the corner, the next 1-2 years, Sany will open 26 6S stores across the country. At that time, not only the Sany products that have been sold to various places can enjoy convenient maintenance in the local "mother's home", but customers all over the country can also fully feel the "one specialty, one stop worry-free" service of Sany 6S store.

■6S concept Innovation of traditional marketing model

Due to the particularity of construction machinery products, in the past, customers purchased products mostly according to the recommendation of peers and the description of marketing representatives, it is difficult to buy their own products in person, and they can not experience the product performance in person, and it is not convenient to maintain the equipment after purchase. How to solve this dilemma? Sany has found a breakthrough in the marketing model of automobile 4S stores.

Automobile 4S shop is a car franchise model integrating automobile sales, maintenance, accessories and information services, which has the advantages of beautiful shopping environment and full product display. After fully absorbing the essence of the 4S store sales and service model in the automotive industry, combined with the characteristics of the construction machinery industry itself, Sany took the lead in introducing the concept of 6S store in the industry. Compared with the automobile 4S store, the Sany 6S store, which integrates vehicle sales (Sale), spare parts supply (Sparepart), after-sales service (Service), information feedback (Survey), product display (Show) and professional training (School), has a larger store (each 6S store covers an area of nearly 100 acres) and has more powerful marketing and service functions.

The reporter personally visited the Sany Hubei 6S store, which covers an area of 100 acres and includes a display hall, an office center, an overhaul factory, an accessories center, a training classroom, a staff dormitory and a staff canteen. Only by going deep into it, will be shocked by its huge scale, no wonder some customers call it 6S "factory". The area of the Everbright Repair Plant here is more than 2,000 square meters, which is equivalent to the overall scale of an automobile 4S shop. Walking into the exhibition hall of Hubei 6S store, the design of ultra-wide and overall floor-to-ceiling glass is full of scientific and technological texture, and customers choose three series of products displayed here in an environment similar to "art display", feel the whole operation process, and communicate face-to-face with sales staff, which can not but be said to be a kind of enjoyment. During the interview, he met Guo Qing, chairman of Wuhan Xinzheng Building Materials Co., Ltd., who was buying products here, and he said: "Since there is a Sany 6S store in Wuhan, we don't have to go to other places to buy equipment or maintenance. The environment here is good, and it is very close, and the service is good, so you can buy it with confidence. As long as I can buy equipment here, I don't think about other brands anymore. ”

■ *5656 people who eat crabs

On March 18, 2006, Sany established Sany Guangzhou Industry 6S Store in Yunpu Industrial Park, Huangpu District, Guangzhou, which was known as "China Construction Machinery *5656 Store", which caused a sensation in the industry. At that time, in an interview with reporters, Yi Xiaogang, executive president of Sany Heavy Industry, said: "6S store is a strategic and significant move for Sany people to build the *5653 construction machinery brand, through the 6S store will integrate various resources and realize the optimization of *5655, becoming a bridge connecting Sany and customers, so that customers can enjoy one-stop worry-free service." In the future, Sany will open 6S stores in major cities to provide customers with more intimate services." As one of the 5,656 crab-eating companies in the industry, the bold words of the leaders of Sany at that time were more understood by their peers as a conceptual hype, after all, this kind of investment was very amazing, and it didn't seem to be too necessary at that time. In recent years, many Sany 6S stores have opened across the country, making everything promoted in the concept a reality, and peers and customers have to admire Sany's generosity. Today, Sany Guangzhou 6S store has been in operation for four years, and this new model of moving the production workshop, reserve warehouse and training center to the sales site highlights the advantages of "on-site product display", "one-stop service" and "system solution" of the 6S store, which not only enables the sales growth in the area, but also consolidates Sany's market position.

Sany's marketing representatives have the most direct feelings about this new marketing method, and one marketing representative said: "Tell your own products well, and every marketing representative can do it; However, only we can make customers feel the quality of the product and buy it convincingly. Now we have changed from perceptual sales to physical sales, directly bring customers to the 6S store, often without our introduction, the customer has determined the intention to buy, because most of the construction machinery products have a higher unit price, not impulsive consumption, customers not only have to choose a good product, but also to choose a reliable enterprise, this kind of enterprise can provide them with better service in the future, truly create value for them, our 6S shop can be very intuitive to let customers feel the strength and charm of Sany"

The sales growth also reflects the satisfaction of customers with 6S stores. After the opening of Wuhan Sany 6S store in 09, sales in the region increased by 84% year-on-year. The leader of Wuhan Jiangxia Economic Development Zone, where the 6S store is located, told reporters: "When they first invited Sany to the Economic Development Zone, it was expected that Sany would pay 4 million profits and taxes every year. What they didn't expect was that after the opening of the 6S store, Sany contributed 8 million profits and taxes to the local area, becoming the most dazzling halo in the Economic Development Zone. ”

■Good service is not only to meet the needs of customers, but also to exceed customer expectations

Sany 6S store adopts the scientific pattern of front shop and back factory, the "front store" is the area for product display and customer negotiation, and the "back factory" includes the overhaul plant and the parts center, which have the functions of maintenance and assembly, accessories and logistics respectively. Compared with the previous way of renting a local space for after-sales and warehousing, the significance of 6S store is not only that it is an innovation in marketing and service, but more importantly, these innovations are carried out around the needs of customers.

China's construction machinery market is huge, product customers are different, not all are mechanical experts, so many users urgently need a place to learn the operation of mechanical products, and the professional training provided by Sany 6S store fundamentally solves this problem. The 6S shop regularly arranges professional equipment designers to provide systematic training for customers' employees from the aspects of equipment maintenance and scientific use, so that customers can truly realize the convenience and speed of "one-stop worry-free". Customers have said that Sany 6S store has trained operators and technicians for them, so that technicians not only understand operation, but also understand equipment maintenance, reduce the cost of their maintenance and spare parts, and bring them intangible profits.

The repair and maintenance of equipment is the most important item in after-sales service, due to the huge equipment and the distance between the manufacturer's headquarters, whether it is to drive the equipment back to the headquarters or wait for the headquarters to dispatch service personnel, it will consume a lot of time and energy of customers. The 6S store is equivalent to moving the small Sany headquarters to various places, realizing the "localization" and "residentization" of spare parts and service personnel, and greatly improving the response speed of service. The 6S store has a complete maintenance system and a sophisticated technical service team to provide 24-hour door-to-door service. It not only solves the various problems encountered by customers in the use of Sany products, but also makes the equipment back into work in *5654 state through comprehensive physical examination and careful debugging. Because the 6S shop is located locally, customers can even directly drive the equipment to the overhaul plant of the 6S shop for maintenance.

For customers, time is of the essence. In the past, when a customer needed a part, it had to wait for the manufacturer to send it from a distant headquarters, which was a huge cost for both the manufacturer and the customer. The parts center of the 6S store will make full backup and inventory of the original parts required for the product, and the customers will send them directly from the local 6S store when they urgently need the parts, so that the customer no longer has to worry about not being able to replace the original parts in time and delay the construction period. Yang Jianmin, manager of Shaoguan Sanchuang Concrete Co., Ltd., told reporters about this experience: their pump truck needs accessories, call to Sany at noon, and the 6S store will be shipped and installed in the afternoon, he said: "Such a fast response speed completely exceeded my expectations." ”

Solving problems for customers once or twice is nothing, and through lifelong interaction, ensuring consistent service by the customer's side is the unique advantage of Sany 6S store that the reporter felt in the interview.

In the information database of Sany 6S store, the dynamic information of each customer and each equipment is retained, which can timely and comprehensively understand the needs of customers and provide customers with the most effective service in *5656 time. This makes customers truly feel that the purchase of Sany products is to buy a lifelong benefit of service and commitment. When other brands of machinery manufacturers promote their products to customers, the person in charge of Wuhan Hengyuan Commodity Concrete Co., Ltd. replied: "Sany's good after-sales service is known to peers, many times we didn't expect it, they have done it, and it is very reassuring to buy products in such an enterprise." The early cost of our industry is a piece, and the later operating cost is also a large part, and the service is good, the maintenance is convenient and time-saving, and the cost is saved. ”

■6S stores will be all over the country

Wang Shuliang is a customer of Sany Xinjiang 6S store, every time Sany customer service calls him back, he will ask the headquarters to praise and reward the service staff of Sany Xinjiang 6S store, and Wang Shuliang is impressed by the high level of technical personnel of 6S store, timely and thoughtful service. Wang Shuliang said: Urumqi's Henan Road overpass, Karamay West Road overpass and other construction are using Sany equipment, the product quality is excellent, plus there is a service guarantee provided by Xinjiang 6S store, I plan to buy two more Sany pump trucks this year.

It is precisely because more and more customers like Wang Shuliang deeply recognize the quality and service of Sany that Sany can take the lead in the market and its sales performance continue to break through new highs. In 2009, Sany set a sales record of 30.6 billion yuan, of which the sales of concrete machinery exceeded 10 billion.Tow pump, mixing plant, asphalt mortar truck and other products have been ranked among the world's 5656 in sales, and the complete set of concrete brands has entered the world's top ranks and become the most representative of national brands. At present, Sany has fully entered the field of construction machinery manufacturing, and is forming a global development pattern with Changsha headquarters as the core, Shanghai, Shenyang, Beijing and Kunshan Industrial Park as the support, and India, the United States and Germany. In the first quarter of this year, Sany's sales have exceeded 10 billion. In this regard, Liang Wengen, chairman of Sany Group, said: "If Sany has made some achievements, then the basis of success comes from our deep understanding of the market and user needs. In today's increasingly fierce market competition in the construction machinery industry, product quality is no longer an indicator of enterprise competitiveness, and doing a good job in service is the source of enterprise development. ”

The promotion of 6S stores is a better embodiment of Sany's service concept of "creating value for customers". It not only fully integrates the company's internal resources, but also shortens the distance between Sany and customers, reduces the cost of customers, and meets the needs of customers to a certain extent. Taking pump trucks as an example, customers buy pump trucks in local 6S stores, because the cost of procurement, use and maintenance is greatly reduced, and each pump truck can reduce the operating cost by about 100,000 yuan per year. Sany 6S store, which makes money for customers and saves money for customers, is naturally welcomed by customers. The person in charge of Hubei Construction Engineering Group Concrete Products Co., Ltd. sincerely sighed: "As a customer of Sany, we are enjoying Sany's first-class quality, first-class marketing and first-class service. ”

At present, as a representative and symbol of high quality, Sany Heavy Industry 6S store is slowly unfolding the grand blueprint of its national layout. In addition to the 6S stores in Guangdong, Xinjiang, Hubei, Jiangsu and Sichuan, Sany 6S stores in Shandong, Jiangxi, Jilin and Tianjin are also about to bloom. In the next few years, Sany 6S stores will be deployed in 26 provinces and cities, so that customers can easily enjoy the guarantee of *5661 quality in any part of the country.

■The ultimate beneficiary of this reform is the customer

As we all know, Haier in the home appliance industry, as the industry's best quality service, took the lead in breaking the normal state of China's home appliance enterprises that focused on sales and light service, and brought new service concepts and methods into the home appliance industry.
In the construction machinery industry, Sany also plays this role, from the beginning of its establishment, it will be built as a core competency: Sany * early launch of "nanny service", the first in the industry to promote the concept of free service, in the industry to establish a benchmark for quality service; Next, Sany Heavy Industry invested 20 million yuan to build the industry's first ECC enterprise control center, armed the service team with informatization, greatly improved service efficiency, and drove a new round of industry service level upgrading; This time, the construction of 6S stores in major cities across the country will further deepen the service and set off the reform of service upgrading in this industry.
It is not an easy task for any enterprise to achieve complete customer satisfaction with the service, because the service is never-ending. It is very difficult to make the service from "good" to "very good", and after "very good" there is always "better". 6S store is Sany service from "very good" to "better" another leap, despite the huge investment, but the leadership of Sany always believes that it is worthwhile, through better service for customers to create value, and win-win with customers, in order to obtain the long-term development of the enterprise.

In some people's impressions, Sany's style is aggressive, and such a large-scale layout of 6S stores across the country is considered an adventure. But in fact, Sany's strategic plan and planning layout for 6S stores have begun a few years ago, according to Hu Jun, assistant to the president of Sany Group, the 6S strategy is based on a large number of research work, before making this decision, Sany has done full research on the industry, market and customers, and the layout, location, design, and scale of each 6S store have been carefully verified. As early as 2004, when the country was still in a period of macro-control, when major enterprises were reducing costs and inputs, Sany had begun to acquire land and plan for the construction of 6S stores. After several years of accumulation, now it has finally been accumulated, and the continuous opening of 6S stores is to a greater extent the embodiment of Sany's confidence and strength. If it must be said that Sany's approach is a bit risky, then it is also a "prepared adventure".

To be an enterprise, you must be courageous, especially to be a big enterprise. In the environment of increasingly fierce market competition, the 6S store model created with a high strategic vision will become another bright banner of Sany Heavy Industry's quality service. This reform will surely lead to the improvement of the service level of the entire industry, and customers will undoubtedly become the ultimate beneficiaries.