Brand new tool marketing ideas

According to the rapid development of China's economy, the continuous improvement of the level of industrial machine tools and the increasing requirements for improving the quality and efficiency of machined products, the application requirements of high-quality brand precision tools are also increasing. Most of these branded tools are imported tools, and are currently used in high-end markets where tool life, performance, efficiency, and stability are high.

First, the main market segment of branded tools
(1) Automotive industry
The processing characteristics of the automotive industry are high-volume, assembly line production, and second, the processing conditions are relatively fixed. In order to optimize production, improve quality and efficiency, the automotive industry places very stringent requirements on the processing efficiency and service life of tools. At the same time, due to the use of the assembly line, in order to avoid the downtime of the entire production line due to tool change, resulting in huge economic losses, it is usually mandatory to use a uniform tool change. This also presents a uniquely high requirement for the stability of the tool quality.

(2) Aerospace industry
The processing characteristics of the aerospace industry are high in processing accuracy and the second is that materials are difficult to process. The parts and components processed in this industry are mostly high-temperature alloys and nickel-titanium alloys (such as INCONEL718), which have very high toughness and strength, which make imported tools useful.

(3) Large-scale turbines, steam turbines, generators and diesel engines
Most of the parts to be processed by these companies are bulky and expensive. It is essential to ensure the accuracy of the parts to be machined and to reduce waste when processing. Therefore, imported tools are often used in these industries.

(4) Enterprises using more CNC machine tools
As the saying goes, "good horses are equipped with good saddles", in order to improve the processing efficiency and product quality, and give full play to the use efficiency of CNC machine tools, it is often easier to achieve the desired results with imported tools.

(5) Foreign-funded enterprises
In these enterprises, more emphasis is placed on the guarantee of production efficiency and quality. Since many foreign-funded enterprises use imported machine tools and equipment, the use of the tools of their importing countries is also a matter of course.

In addition, there are many other industries, such as the mold industry, military enterprises and other applications of imported tools are also very common.

Second, the new idea of ​​marketing brand knives
With the tremendous changes in the domestic market, the marketing strategy of brand cutters in the Chinese market has changed from the initial agent-based to direct sales, making the living space of many small and medium-sized import tool agents increasingly narrow. In recent years, many small dealers have sprung up all over the country, making the contradiction between market supply and demand increasingly prominent. To resolve this contradiction, new ideas and new models are needed. According to Luo Baihui, there are a large number of excellent medium and small tool manufacturers in foreign countries, especially in Europe. They are highly professional, and in their professional fields, they are superior in quality, complete in variety, responsive and reasonable in price. Their products and technologies can make up for many gaps in domestic demand, and can also provide a wide supply channel for many small and medium-sized dealers in China. . According to the experience of developed countries in Europe and America, direct sales channels that do not pass any third party are usually established between large customers and large suppliers. The main customers of small and medium-sized dealers are small and medium-sized enterprises, and their suppliers are also It must be a small and medium-sized manufacturer. This point is an inevitable trend of market development, and the current market situation in Europe and the United States can be fully confirmed.

In the future, the cutter business model and specific operations face innovation challenges. First of all, we must focus on the needs of customers, the purchase channels are spacious, centralized delivery, a wide range of products, well-informed, extensive contacts, and can also select high quality prices for customers. Low-cost, short-duty tool brands, especially those with distinctive small and medium-sized enterprises.

Second, we must pay attention to the technical services of pre-sale and after-sales products. Services include: providing samples and test samples; assisting in solving technical problems in the production site; selecting tools and cutting parameters, developing processing techniques, providing optimization solutions; keeping in direct contact with product suppliers for faster and more comprehensive technical support As well as consulting training.

Third, it highlights the quality advantage.

Due to the selection of raw materials, the latest coating technology and the application of heat treatment processes by branded tool manufacturers, the high-precision, modern equipment and instruments, as well as the technical proficiency of the operators, the methods, means, instruments and sampling tests The frequency guarantee makes the tools they produce have core competitiveness in the market. According to Luo Baihui, the quality advantages of brand cutters are mainly reflected in the following aspects:

(1) Long service life: Under the same processing conditions, the tool life can be increased by several times or even several times, especially in the case of poor processing conditions (such as cutting of difficult materials, high-speed cutting, dry cutting and high precision). Processing, etc.);

(2) High processing efficiency: mainly by greatly improving the cutting speed of the tool to achieve the purpose of improving production efficiency;

(3) Good quality stability: that is, the products of the same specification have the same tool life under the same processing conditions;

(4) High processing accuracy: including high processing surface accuracy and high component product qualification rate.

Fourth, pay attention to the variety of tool varieties.

A well-known thread processing tool supplier in Germany can provide as many as 110,000 standard products in specifications and types. In addition to the complete specifications and dimensions of the tools, more important is the variety of varieties. As we all know, because the customer's processing conditions, such as machine tools, chucks, materials of the parts being processed, lubrication conditions, and the shape of the parts being machined, are all ever-changing, it is best to use the same tool under different processing conditions of different customers. The effect is clearly not possible, and branded toolmakers have adopted a multi-variety strategy to win customers with the best tooling and machining solutions available under a wide range of processing conditions.

Fifth, the application technology is leading.

In addition to the above-mentioned product quality and variety of production technology hardware, brand tool companies pay more attention to the application technology of the tool. Because the length of the tool life and the efficiency are not only dependent on the quality of the tool itself, but more importantly, it is reasonable to use the different types of tools and different processing parameters under different processing conditions to achieve the best results. . Knowing and understanding the type of tool that should be used in which processing state, and developing and manufacturing it, and using it correctly, form the core of enterprise application technology. Tool application technology is closely related to the variety of varieties mentioned above, and together with production technology form two inseparable important aspects of tool products.

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