——Interview with Lin Ouyang, deputy general manager of Beijing Jinwanzhong Technology Development Co., Ltd. Since 1994, it has entered the tool agent market. Beijing Jinwanzhong Technology Development Co., Ltd. (hereinafter referred to as “Jinwanzhongâ€) has developed to 14 years. In the past 14 years, Jin Wanzhong has never forgotten to introduce foreign advanced products and technologies into China, and strive to improve the level of machining of domestic users. With the gradual development and growth of the company, Jinwanzhong's service outlets have been fully rolled out across the country. Today, there are 30 Jinwanzhong branches. Despite the particularly cold autumn and winter of 2008, Jin Wanzhong still achieved sales of 340 million yuan, an increase of about 5%. In the dialogue with Jin Wanzhong, deputy general manager of Lin Wanzhong, the reporter can always feel the deep feelings of Jin Wanzhong on the tool agency industry.
Providing system solutions yesterday was ideal for many tool manufacturers, but due to the complexity of tooling applications, no tool company dared to say that its tools could meet all of the customer's needs. Therefore, agents who also operate various brands and understand customer needs stand out. Since the early 1990s, the Chinese tool-agent market has entered a period of rapid development, and it is still in the ascendant. Jin Wanzhong can be said to be one of the most successful examples.
Dazhao, who has always pursued the "one country, one agency" policy, has chosen Jin Wanzhong in China, and has thus received a generous return. The growth of Jinwanzhong also enabled the rapid promotion and popularization of DaZhaohe products in the domestic market. As the sole agent of Dazhao's tool products in China, Jin Wanzhong and Da Zhaohe can be described as honor and disgrace. Over the years, the two companies have trusted each other and supported each other, forming a close and friendly cooperative relationship. While Jinwanzhong's performance has grown rapidly, Da Zhaohe has also maintained a good growth momentum of 20% to 30% per year.
In the era of thousands of sails and hundreds of battles, there are many tool agents in the country, large and small, and the strength is uneven. Talking about the reasons for this situation, Lin Ouyang believes that this is related to the characteristics of the Chinese market. China is very large and there are many industries. Each industry in each region has its own characteristics. It is really difficult for a company or an agent to balance all aspects. Some small and medium-sized agents probably seized a certain opportunity at this time and entered the tool agent market. "The most important thing for small and medium-sized agents is the long-term vision. The overall concept is not to be blinded by some quick success." Lin Ouyang said.
Today, in recent years, there has been a speculation among domestic tool dealers as to whether foreign companies will recover their agency rights. This kind of speculation is not unfounded. Since 2000, internationally renowned tool brands such as OSG and Mapa have set up offices or sales companies in China, especially in the current economic situation. Reduce the number of agents, so that domestic tool agents feel the crisis. "As the sole agent of Da Zhaohe in China, I don't think there is any risk of being cut temporarily." Lin Ouyang said humorously. After the production enterprise has established a domestic direct sales organization, there must be some relationship with the agent that needs coordination. And the agents most troubled, I am afraid that is how this relationship should be coordinated. "The key to whether a production company chooses an agent is what kind of value the agent's existence can give back to the production enterprise." Lin Ouyang said that it is important. Indeed, as a manufacturing company or supplier, it will not easily provide agency rights, nor will it arbitrarily cancel the agency qualification. Whether the agent plays its due role in the entire sales system is an important factor for the production enterprise. If the agent has fully exerted its advantages in the entire sales system, the product service and marketing will be flourishing, why should the manufacturer not be an agent? After OSG established a branch in China, it still works with Jin Wanzhong to continue cooperation in various fields, which is the best example.
In the second half of 2008, the economic cold snap hit China, and the impact of the financial crisis on all walks of life need not be said. Although the entire machining industry is suffering from the financial crisis, we see that Lin Ouyang’s face is more than worrying. “In the face of difficulties, strong companies have greater capacity. Those are small and have insufficient resources. Adequate small enterprises will certainly be integrated or even eliminated. Although Jin Wanzhong has accumulated a certain foundation, we still have to do more and more hard work than before."
“Unlike the consumption concepts in other countries, Chinese users often pay special attention to the price of products. Due to excessive attention to prices, it is easy to overlook the performance of tools, production efficiency, return on investment, etc.†Lin Ouyang is not worried. Said, "In particular, the current economic situation is not very optimistic. Some enterprises have re-activated the tools that were cheap and of low quality in order to save the cost of procurement. I think this kind of idea is not necessary. We often talk about technological progress, the more difficult it is. The more time you should look at this problem in the long run." In this special period, Lin Ouyang's words seem to raise a new topic for the work of the tool agent. “Tools are a very basic and very specific thing in machining. Any tool agent, no matter the size, should be able to solve the practical problems for the user and effectively serve the user’s level of machining. Survival space and competitive strength." This is Lin Ouyang's many years of experience in the tool agency industry, and it is also the best advice of Jin Wanzhong, the agent of "big brother."
Tomorrow, I will talk about the new growth points that tool agents can look for in the future. People usually talk about some companies turning from agents to industries and turning commissions into old profits. How will Jin Wanzhong’s future journey go? "This is indeed a new idea and way. It should be said that Jin Wanzhong has such an idea, but the idea may not be the same. Our main purpose is to meet the different needs of users, and there are some gaps and shortcomings in our existing products. Therefore, we may cooperate to meet the needs of users.†When asked if they would consider other brands, Lin Ouyang emphasized the principle of Jin Wanzhong’s agency – on the one hand, the production enterprises should be worldwide. There are very technical advantages in the relevant fields; on the other hand, the new product types do not overlap with existing products. "In addition, we must consider facing so many products, whether we have the ability and energy to promote it, whether the after-sales service can be in place." This shows Jin Wanzhong's responsibility to suppliers and users from one side. Perhaps doing what you can, doing what you do, should be the code of conduct for all agents.
Today, as the market becomes more and more transparent, many people have such questions. Where is the living space of the agent? What is the vitality of the agent? And Jin Wanzhong answered this question with his own past and present. The vitality of the agent is the embodiment of the agent's own strengths and strengths. The agent does not appear today, nor will it disappear tomorrow. Its meaning is to meet the individual needs of different users. The tool agent Bozhong's director can provide users with tools of different performances and different uses. "This is the advantage of the agent. From this point of view, the tool agent still has a lot of room for development." Lin Ouyang said, let us have confidence in the Chinese tool agent market.
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