April 12, 2023-Thirteen，China Construction Machinery Industry Association“A new journey、New kinetic energy、New developments”It was organized in Xi'an, Shaanxi Province.“The 20th China Construction Machinery Development Forum”。

The morning of the 13th，At“Coordinated development——Strong chain、Interconnection、 International ”As the theme of the parallel forum.，The leaders of 13 enterprises from various subdivisions of the industry are divided into two groups.，Focusing on the theme of the forum and combining with the actual experience and development strategy of the enterprise itself，Analyze the development trend of manufacturing industry chain，Identify and complete the industrial chain“Short board”；On the basis of optimizing the development of industrial Internet platform，Promote resource sharing among different enterprises in the industrial chain，And then promote efficient collaboration among all links in the industrial chain.；Focus on building multi-level、Wide field、High-quality international cooperation chain，To enhance the core advantages and brand strength of China's construction machinery in the new round of international industrial competition.。

Parallel forums（Two）The second groupHost

Opening moderator of the forum：Lv Ying, Deputy Secretary-General of China Construction Machinery Industry Association

Moderator of the forum dialogue：Yang Zhifang, Secretary-General of the Agent Working Committee of China Construction Machinery Industry Association

Forum dialogue scene

Dialogue guests

Cao Weiguo, Chairman of Zhejiang Liyang Construction Machinery Co., Ltd.

Li Shing Hong Machinery GroupCEOFu Yaosheng 

Yang Yihua, Chairman of Qianlima Machinery Supply Chain Co., Ltd.

Yang Chisheng, Chairman of Beijing Hengri Construction Machinery Co., Ltd.

Duan Zhijun, Chairman of Henan Tongguan Heavy Industry Co., Ltd.

Zhou Chijun, Chairman of Hefei Xiangyuan Construction Machinery Co., Ltd.

The following is a transcript of the dialogue. 

The channel based on agency system has contributed a lot to the development of China's construction machinery industry.  

Yang Zhifang：Please briefly review the development process of agents in China's construction machinery.，At the critical time point，In marketing、Services and risk control play a role.？

Zhou Chijun：China's agency system has been developing for nearly 30 years.，Agent is an important part of the construction machinery industry chain.，Coordinated development with the main engine factory，After 30 years of trials and hardships，Through multiple industry cycles。Products of the factory、Service、Marketing and risk control are carried out by agents.，The quality of our business also directly determines the quality of the manufacturer's business.。  

Cao Weiguo：For the past 25 years,，China's construction machinery has at least 80%The products are delivered to customers through agents.，50%The above customer service work is performed by the agent.，Agents play an important role in the development of China's construction machinery industry。There are three main roles of agents.：First, the Explorer of the agency system with Chinese characteristics.、Practitioner；Second, the beneficiaries of dividends in the development of China's construction machinery industry.；Third, in the process of industry development， Contradiction 、 Difficulty ，Or even risk bearers and victims.。 

Yang Zhifang：The agency model represented by Japanese brands such as Komatsu is the earliest channel model in China's construction machinery market.，Please recall it.，The achievements of Japanese agency system in the Chinese market and its great impact on the channel mode of Chinese construction machinery？  

Yang Chisheng：Foreign brands bring the agency system into China.，After Komatsu entered China, it played a great role in promoting the development of the agency system.。Before foreign brands enter China，We don't really have an agency system.。  

Komatsu's channel characteristics are summarized as follows.：First，Komatsu treats agents as children.，From sales、Services and other comprehensive training of agents；Secondly，Komatsu is a responsible and responsible enterprise.，Undertake product quality and responsibility；Third，Komatsu thinks，Supplier、Agents are all interested parties，You have me.，I have you.，Therefore, when determining the sales target, it will be based on the approval of both sides.，Form a reasonable goal.。 

Yang Zhifang：Please describe the competitive advantages of the Caterpillar agent model.，And with the development of the Chinese market.，What changes have taken place?？Based on China's unique economic and market environment，How Caterpillar positions and views the value of the channel？  

Fu Yaosheng：A lot of people say that being a Cat dealer is happier.。I have been in this industry for nearly 30 years.，Through five Caterpillar presidents.，But dealers are the most important partners in Caterpillar's global strategy.、The most important resource，This has not changed at all.。As an agent，Our job is to maintain good customers.，Customer-centric，Create value for customers。No matter what cycle we're in.，This value will never change.。  

At present, we are entering the digital age.，As an agent, I am worried about whether I will be replaced.？Others say it is now.“Online direct selling”The age of，But as a Caterpillar agent,，I'm proud to say.：“It certainly won't be replaced.”。But that doesn't mean“Lie flat”，Instead, we should use digital technology to better serve customer groups.、Improve operational efficiency、Reduce cost and increase efficiency，Create more value for customers through digitalization。  

If a brand is to succeed,，Must have a good channel，This is the proof of historical experience.。  

Yang Zhifang：The agency system of domestic brands started late.，Based on the experience of Japan and Korea and Caterpillar agency system，Gradually developed to adapt to their own agency model.。Please review it.，Domestic brand agents in brand sales、Market share、Service satisfaction、What role has been played in product technology upgrading and improvement?？

Yang Yihua：The relationship between the agent and the manufacturer is like that between husband and wife.，What kind of husband and wife we choose is our own values.、Determined by life cultivation and pattern，The two sides can cooperate effectively only when they respect each other.。  

Duan Zhijun：China's agency system before 2000，It is in the exploratory stage。I have been a Volvo agent since 2003.，To realize what a real agent is.。With the Japanese、European and American brands enter the Chinese market，China's channel model is developing towards a real agency system。In 2009-During the three-year period in 2011，Agents continue to learn from abroad，Great progress，Coupled with the promotion of macroeconomic policies.，Rapid Development of China's Construction Machinery Market，As a result, agents have developed rapidly.；After that，Chinese Construction Machinery Agents Keep Learning from Foreign Excellent Agents，Make great progress.；But in recent years，With the fluctuation of the market，The imbalance in the cooperation between agents and manufacturers began to emerge.。

Yang Zhifang：General Manager Zhou has acted as the agent of Sany since 2006.，You have played a very important role in Sany's channel establishment and sales process.，Please tell us about the role and contribution of agents in the development of Sany.？  

Zhou Chijun：Before 2011，Sany is not in the top 20 in the excavator field.。After joining Sany，I regard the cause of Trinity as my own.，Devote yourself to Sany's products as your own.。  

On the improvement of product quality，Promote the establishment of product technical committees，Tackle key problems of product quality，It is the improvement of Sany excavator、Devote great efforts to market expansion。At that time，The product improvement plan we proposed to Sany，179 were adopted in one year；On channel construction，The initial stage of the establishment of the Trinity agency system，We unreservedly contribute our experience as an agent of Hitachi products to you.，Formed a perfect manufacturer collaboration.。The final result is that：Sany Excavator Enters the Top Five in Three Years，National champion in five years.。  

It must be the best mode of cooperation to play a role in their respective areas of expertise.，It will have a huge driving force.。After that，2011-2020，Sany excavator has made great progress。Research and development、Manufacturing and channels，Troika boosts its rapid development，Gained its current market position.。  

Reflection on the impact of channel ecological evolution on the development of the industry  

Yang Zhifang：At present, the agent system of construction machinery is experiencing multiple tests.，The agent lost a lot of money，Independence in the market、Subjectivity has been challenged and tested.。Would you please analyze the reasons for the current predicament?，The crux of the distorted changes in the relationship between manufacturers and what impact it will have on the industry？How will the relationship between manufacturers evolve in the future?，How to achieve a win-win situation in the whole value chain？  

Yang Chisheng：High quality development should be considered from the whole life cycle of products.，It's not just about good products.，All right, client，There are also agents to realize the value of the whole life cycle from products to commodities.。High-quality development is inseparable from high-quality channels.，Only when the whole value chain is developing can it be called high-quality development.。  

The industry is emphasizing product quality.、Product innovation and technological innovation，There is no doubt about it.，But not all of them.，Now the homogeneity of products is serious.，Only do a good job of service，Choose a good customer，When the market goes down, there will be no huge risk.。  

Past ，The agent was very happy to get the product.，Now most agents lose money in order to protect the right of agency.，The industrial chain is full of obvious utilization relationships.，We should think carefully about the problems in the industry ecology.。  

The particularity of construction machinery industry and the accumulated experience of agent channels for many years，Ensure that the proxy system will not be easily used by the Internet.+Replaced by。  

Yang Yihua：Manufacturers for market share，Pressure on the channel，Price reduction results in a change in the terms of salt，The risk is magnified，As a result, the agent suffered serious losses.，Excessive losses，The relationship between manufacturers has deteriorated。After some manufacturers adopt the direct operation mode,，On the contrary, agents have become scarce resources.。  

Fu Yaosheng：More than 20 years ago, a group of our agents joined China's construction machinery industry with a sense of mission.，As part of the entire industrial chain，Everyone wants to build this ecology well.，But now the industry ecology has not been changed or even begun to deteriorate.，Agents have problems with their survival.。The industry has gone through a cycle of big waves.，It's the only way.，But if the industry ecology deteriorates,，Agent can make changes，Do not follow the path of vicious competition。The post-market is a blue sea that must be deeply cultivated.，Especially in a tough competitive environment.，Post-market will be the survival way of sustainable development in the future.。  

This cycle，Agents of both domestic and foreign brands can not stay out of it.，Or reshuffle the cards，Or opt out，Investors, including agents, must also rethink how to go in the future，Whether to stay or not。  

Cao Weiguo：On the face of it，At present, the change in the relationship between manufacturers is a problem exposed after the sharp plunge in market demand.。In essence,，The first is overcapacity in the industry.，Different brands adopt different views of right and wrong in business decisions, which leads to prominent contradictions.。For example, price war、The Exit of Foreign Brands and the Strategic Adjustment in the Chinese Market，There will be different problems in the channel.。  

Secondly，Cooperation modes of different brands under different business concepts of right and wrong，Lead to different problems for the agent group。The business model of Caterpillar and Komatsu cannot be directly applied to solve the problems faced by the Chinese dealer community.。These problems are objective laws.，It is also an inevitable process from the initial stage to the maturity of the industry.。  

To solve these problems, we should follow the law，First, the agent channel is irreplaceable.；Second, concrete analysis of specific problems.，Efficiency must be improved；Third, the premise of win-win agency system is that the agent himself should win first.，Have the ability to create value；The four is to respect the particularity of the Chinese market which is different from the international market.，Respect Chinese characteristics；Fifth, continuous learning.，Explore forward。Agents simply make channel money、The era of making money with asymmetric information is over.。  

Zhou Chijun：The first is overcapacity in the industry.，It is suggested that industry associations should do more work in capacity removal.。Promote the establishment of the second country、The elimination mechanism of the third national equipment，At the same time, it will guide the construction machinery industry to go global.。  

Second，Guarantee in Construction Machinery Industry，Customer's loan，The factory provides a general guarantee.，Distribution quota for agents。Part of the reason for this tension is that over the past two decades,，Especially in the past ten years, the irregular operation of some agents has encroached on the interests of manufacturers.。  

Third，The statistical work of the construction machinery industry is becoming more and more accurate.，To a certain extent, the competition on the market side has been further upgraded.。  

Duan Zhijun：Conflicts between current manufacturers and agents，The main reason is that the agent is losing money.。  

In recent years, the small digging market is in a state of losing money.，Some manufacturers are still pursuing the market scale.，Cause the price to fall again and again.，Even in、Big Dig's profits also began to decline.。In this case，Need for associations to play a role，Guide manufacturers to adjust their mentality。If the manufacturer's mentality is not adjusted,，Personally, I think some agents will withdraw or be prosecuted by the end of the year.。Everything has a degree.，There is a certain bottom line.，The same is true of channels。  

Prospect of Construction Machinery Agency System with Chinese Characteristics  

Yang Zhifang：For the vast number of agents who are actually a community of destiny.，China's construction machinery aftermarket is still a blue sea.，Agent groups have broad cooperation space and articles to do.，How does the agent group innovate the business model based on the post-market?？

Cao Weiguo：The post-market must be a huge blue ocean for agents.，The original agent's main business model is vehicle sales.，After market agents at the level of 100 billion（Proportion）Not more than 20%，The remaining 80%It's the blue ocean。Call on national agents，Pay attention to this blue ocean market，The gross profit of the post-market accounts for 50% of the gross profit of the whole company%～70%。  

Establishment of post-market capability，There must be a process of investment and accumulation.。Really have the post-market ability，There must be technology、Talents，There must be a factory、Workshop、Equipment、Tool，There must be a post-market management system.、Management System，And so on.。  

Competitiveness and efficiency in the post-market，Particularly important。Although the aftermarket has 80%The blue ocean，But what we are facing is the repair shop and backpackers in the society.，We need to improve efficiency.，And meet that requirement of environmental protection，And compare the price with them.。The target of Zhejiang Liyang this year is that the gross profit of the post-market accounts for 53% of the gross profit of the whole company%，Absorptivity target of 65%。  

Fu Yaosheng：The post-market has become an important part of the agent's business model.，What we are facing now is how the agent can survive.。Future，Operating lease is an optional topic in the Chinese market.，The investment is not very big.，But time utilization，The financial rate of return is substantial.。  

In addition，We must cultivate the stock market deeply.，Do a good job in the stock market to solve the problem of spare parts supply、Maintenance issues，Be nice to your repairman.；In terms of accessories，Cycle can be accelerated by platforming，Increase accessory acquisition speed、Enhance competitiveness，Increase overall after-sales turnover。  

Yang Zhifang：Digital capability is an important capability of modern manufacturing service industry of construction machinery.，As an agent of construction machinery service enterprises, how to cultivate and shape digital capabilities，And then improve digital marketing and services？ 

Zhou Chijun：Digital construction，Trinity has made great progress.。First，Give customers a better experience，The whole process of information disclosure is more transparent，At the same time, it can grasp customer feedback at the first time.。Second，In the operation of agents，Including sales、Front-line work of service personnel，The agent is completely transparent to the factory。  

The benefits of digitization are obvious.，Efficiency improvement，Information is fast，Simple management，In this respect, the whole industry still has great opportunities for development in the future.。  

Yang Zhifang：Equipment leasing and modification based on technology service are important directions for the transformation of agents.，Henan Tongguan has made a good attempt and development in the field of leasing business.，Please make some predictions about the future development of the equipment leasing field.，It also puts forward some suggestions for enterprises in the industry to explore diversified business transformation in the next step.。 

Duan Zhijun：We began to transform into leasing business in 2015.。At that time, there were more than 10,000 aerial work platforms in the Chinese market.，There are now 500,000 units.，The industry is developing rapidly.。Start 1-Return the cost in 3 years，Now 6-It takes eight years to recover the cost.。Excavator rental，About 500 million yuan was invested in the first three years.，Prices have fallen too fast in recent years.，Down 20% a year%~30%，Expected rents are also falling.。In general，Don't rent if you want to make quick money.，Leasing is a slow business.，Without more than ten years of precipitation, the industry can not be thoroughly understood.。  

Yang Zhifang：Ladies and gentlemen, please，Look forward to the development of China's construction machinery industry and agents in 2023 with a few key words.。  

Yang Chisheng：2023 is a very difficult year.，I didn't think it would be so difficult at first.，It will be more difficult later.。For agents，A good agency system is based on mutual respect.、Equal and mutually beneficial relationship。  

Yang Yihua：Survive，True transformation，Make money。  

Fu Yaosheng： Alive 。  

Cao Weiguo：Be prepared to continue to slide.， Alive 。Agents should build their own value system and new business model.。  

Zhou Chijun：Through the cycle，Steady and far-reaching，Be diligent in thinking。  

Duan Zhijun：Low before and high after 2023，Cherish yourself。

Yang Zhifang：Finally，From the perspective of the agency working committee.，Call on the whole industry to pay close attention to the agent group ecology，Re-examine the status and value of the channel，Win-win cooperation is the foundation of agency system。From the perspective of the agent，Everyone should have a high sense of corporate responsibility.，A sense of industry mission，Stick to axiology，Make every effort to promote the steady and far-reaching development of China's construction machinery agency system，Thank you all。