Dawn Heavy Industry: annual sales of 1 billion O2O electric dealer

"Billion Power network" January 9 news, well-known machinery and equipment manufacturers Dawn heavy Industrial Power network, Jio Jingliang said, 2012 Dawn heavy work of the total sales will not be less than 1.35 billion yuan, of which the electricity business accounted for the total turnover of 85%.

Position of electric Trader: Serve intelligence function for O2O

Jio Jingliang Introduction, Dawn electric business is a typical O2O mode, more than 90% of the electricity business revenue through 020 to achieve, online inquiries, offline transactions. The E-commerce sector is positioned as a marketing department, not a business unit, within Dawn.

"Our single order amount is at least hundreds of thousands of, even a single stroke of billions of cases appear, such a high turnover is difficult to achieve through the line, the buyer did not have to visit the field of the manufacturers trust." "It is understood that at the dawn of the old customers in the business of the transaction has been part of the completion of the line, but the overall still in line with the main deal." The proportion distribution of the new and old customers is 7:3.

E-commerce is not only the "order engine" of the dawn heavy industry, but also greatly optimizes the docking process from line to line. "We have a department of Informatization and Information security, dedicated to the process and system design, including procurement, orders, materials and human resources have their own systems, we do not like many enterprises with an ERP system to cover everything, we are customized on demand." ”

In addition, another important function of electronic commerce at Dawn is the gathering of intelligence. Dawn through E-commerce timely understanding of the opponents dynamic, the current situation of the industry, the future direction for the dawn of business development and adjustment to provide reference and guidance to ensure that the dawn of the product can be at the forefront of the market.

Marketing Way: Search for the main body to explore new channels

At dawn, 65% of the trader's turnover comes from search engines, 30% from business-to-business platforms and 5% from other marketing methods.

Jio Jingliang said, compared to business-to-business platform, search engine marketing more targeted, more direct results, input-output ratio is higher. "Search engine words, as long as there is inquiry, we can directly docking on, while the Business-to-business platform, a lot of time a inquiry, is targeted at a large number of suppliers, the success rate of docking is lower." ”

2012, the dawn of the total investment in E-commerce reached 20 million yuan, which put into the search marketing of the amount of 12 million yuan, the cost of business-to-business platform for millions of yuan. "With the same input, the amount of information in both ways is similar, but in actual transactions, the Business-to-business platform is only half the search engine." ”

In addition to the traditional search engine and business-to-business platform, Dawn also actively explore new marketing model, Facebook, Renren and other SNS platform has a lot of layout. "Our Electrical Business Department has a group dedicated to the exploration of new channels." At present, although the order is not much, but has a certain effect. After all, the new media represents the direction of the future and must be prepared early. ”

And in overseas marketing, Dawn is mainly through the local search engine and business-to-business platform in the way, in each country to find local "Baidu", "Google", "Alibaba", through the Internet tools to analyze its flow, ranking and other information, online contact, online contract, online remittance. "For different countries, we will also adopt different marketing methods, such as we found that the Arabic-speaking countries, business-to-business platform marketing effect is much better than the search engine." ”

Billion power network to understand that the current dawn products have been exported to more than 120 countries and regions, internal and external sales accounted for 5:5.

Challenge: higher marketing costs and increased competition

As more and more heavy industry enterprises participate in the electric business, the competition in the industry becomes fiercer. A large number of small machinery manufacturers began to pour into e-commerce, product quality is uneven, some companies randomly quoted, causing the price system confusion. Jio Jingliang recommends that the Business-to-business platform be able to introduce more metrics and customer evaluation systems to reflect the true status of the membership.

On the other hand, the cost of internet marketing is rising fast. At the dawn of the day the average cost of obtaining a enquiry from an electric dealer is between 500 and 600 yuan.

And with the expansion of the Corps team, Dawn in the internal management and staff training, but also face more and more pressure. At the moment the dawn of the Electric Corps team has more than 200 people.

It is understood that the dawn heavy industry technology is a production of large, medium-sized series crusher, sand machine, mill-oriented, set research and development, production and sales of the traditional nature of mining machinery entity enterprises. Dawn heavy industry into the field of electrical business earlier, January 2004 that is involved in e-commerce industry, but also the first to enter Alibaba's heavy industry enterprises.