Shulou(Shulou.com)11/24 Report--

In order to deeply understand the actual challenges faced by different enterprises in the process of sailing and the experience of service construction, we interviewed four typical sailing industry-engineering machinery, consumer electronics, smart home and new energy, as well as representative enterprises of the industry. Some of them are relatively mature enterprises going to sea. With the process of brand globalization, they have built a relatively perfect service network overseas. Some are emerging sea-going enterprises, exploring and adjusting brand service strategies during the process of going out to sea.

Enterprises in these industries have accumulated valuable practical experience in overseas after-sales service strategic planning and digital construction. What stages have their sea service experienced? What attempts have been made to digitize services and what are the capabilities for their overseas business? We have selected some of the contents of the white paper to show you the differentiated insights and needs of different offshore industries and enterprises for digitalization.

construction machinery

Benefiting from the policy of "One Belt and One Road," China's construction machinery industry has continuously increased its overseas sales share in recent ten years by virtue of its own hard core strength of products, entering the stage of international development. Taking Xugong as an example, Xugong has realized the sea from initial simple trade to technology, capital, brand and talents.

More than half of XCMG's overseas sales come from dealers, and after-sales service is usually provided by dealers. The other share is promoted through direct sales and direct service. At present, XCMG has 30 overseas subsidiaries, 40 overseas offices, 40 large-scale spare parts centers and more than 300 dealers in the world.

The main challenge of XCMG's service to sea lies in how to standardize and ensure that XCMG's service objectives and commitments are better implemented on a global scale. Xugong believes that only by informatization and digitalization of various indicators of service and by recording key nodes through digital system to realize measurable indicators, can the specific reasons for inadequate service be found and analyzed, and then targeted improvement and upgrading can be realized.

consumer electronics

As the world's largest producer and exporter of consumer electronics, China has accumulated strong manufacturing capabilities and R & D capabilities. After years of global market development, domestic mobile phones have become the most successful category of consumer electronics branding due to product innovation and high cost performance.

Take a well-known consumer electronics brand as an example, its brand has started a new stage of branding and localization after experiencing a barbaric growth period from 0 to 1. At present, the brand has established its own service system in the world, and basically cooperates with local third-party service providers to provide services in various countries.

For the consumer electronics industry, the large customer base brings huge after-sales service business volume. Service is the management of details. Digitalization should be able to support the refined management of the whole business process, including service application from the user side, information transmission of work order, logistics tracking, spare parts inventory management, and finally the collection of feedback information after user service.

Smart Home Appliances

In recent years, the maturity of Internet of Things technology and the prevalence of "house economy" in the world have driven the rapid growth of the global smart home appliance market scale. Chinese smart home appliance brand enterprises with advantages in innovation technology and supply chain capability have become strong competitors in the global market.

Taking the pursuit as an example, as a model for the new generation of smart home appliances, the market will be opened quickly through cross-border e-commerce at the beginning, and dealers will buy out products and services. By the end of 2020, the marketing and service mode will be changed to do brand direct sales in key markets. In terms of service, at present, we are looking for a service network that has established brands in most business areas, and third-party service providers with excellent service qualifications certified by enterprises do self-service.

In addition to improving service experience, the current focus of after-sales service also attaches great importance to the analysis and improvement of product quality through service data, which largely requires the support of digital systems to quickly obtain and analyze corresponding fault information.

new energy

Thanks to the market opportunities brought by the enhancement of global environmental protection awareness, China's complete industrial chain and supply capacity, and the promotion of relevant policies, China's new energy industry has developed rapidly, and electric manned vehicles, lithium batteries and solar cells have become the "new three kinds" of foreign trade that drive the new momentum of China's export growth.

Among them, taking Leyitong, a representative enterprise in the field of energy storage batteries, as an example, Leyitong is a typical "born globalization" enterprise. Since its establishment, Leyitong has taken the brand route overseas, planned independent service departments to carry out after-sales service, and realized standardized management of after-sales service through digital system and internal organizational structure.

Le Yitong believes that standardizing service through digitalization and improving service efficiency are important means to improve service quality and then enhance brand premium. Digital systems can help enterprises incorporate customer feedback needs and problems from various channels into the system to improve service experience; analyze customer feedback problems and propose countermeasures to continuously improve service standardization.

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