Recently, the reporter learned from the China Construction Machinery Business Network that the sales of major engineering machinery manufacturers in China in the first quarter of the first quarter of the 12th Five-Year Plan exceeded market expectations again.



In the first quarter of the “12th Five-Year Plan”, China’s construction machinery company Jianjian Gaoge, brand effect gradually emerged

From the relevant data, it can be clearly seen that the development of the market continues to present a strong market. Take the excavator market alone as an example. In March 2011, 24 major excavator manufacturers sold 43,063 excavators, an increase of 42.92% year-on-year, and a new monthly sales record; during January-March, 74414 units were sold, a year-on-year increase of 58.60. %, continuing high growth. Judging from the competition pattern of manufacturers in the first quarter, domestic brands performed strongly, and the domestic brands such as Sany, Yuchai, Liugong and Shanjian Rebuild all exceeded the overall level of the industry. The increase in Korean brands and Japanese brands was relatively low, and Doosan’s share quickly declined, making it the most under-strength company in the top ten. The growth of Volvo in European and American brands is more obvious and closely related to its unique brand building strategy.

Brand Xinhua, general manager of brand planning and analysis in the industry, general manager of Jerui Cultural Media, said that China's construction machinery industry’s strong sales in the first quarter benefited from the rapid development of the country’s economic construction, and the government’s support for multi-point synchronization in terms of policies and policies. Large-scale urbanization construction and renovation projects; on the other hand, it is also the inevitable result of the strategy of integrating the public relations with the market by the construction machinery manufacturing companies that have begun to pay attention to brand building gradually. The macroeconomic policies of the existing countries are gradually shifting to tightening. This will be an opportunity and challenge for the construction machinery industry. If enterprises can gradually slow down the economic situation, efforts to build their own brand strategy will inevitably enable companies to remain invincible in the competition.

Taking Sany Heavy Industry as an example, the media attention in the first quarter of 2011 increased by 250%, and the user’s attention increased by 50%. In comparison, the report of the first quarter of 2011 published by Sany Heavy Industry on April 29 showed that the operating income in the first quarter was 13.988 billion yuan, up 90.85% year-on-year. The company achieved high growth in the first quarter, and sales of its main products such as concrete machinery, excavators, and cranes all increased significantly. Its market share continued to increase, and its competitiveness continued to increase. From the above data analysis, the degree of attention of the media and users is directly proportional to the sales performance of the company, and the corporate branding effect is significant.

There are many similar cases in the industry, such as the Volvo Group, which has always been focusing on brand strategy. Its Shandong cooperation in China's Lingong Group, from the end of 2010 to April 2011, to 50 million in the CCTV advertising, April 2011 Started with 45 million to sponsor the Super League. The two major initiatives have enabled its brand display to grow rapidly, and the reputation of brand reputation has expanded rapidly. Shandong Lingong’s sales revenue exceeded RMB 3 billion in the first quarter, an increase of 110.45% year-on-year, setting another record high.

Jerry Media's general planner Xiang Xiangdong pointed out that China's construction machinery industry achieved a strong sales in the first quarter, reflecting the increasing momentum of the industry's attention to the brand from one side. All companies that focus on building brand and brand marketing have improved their product competitiveness. At the same time, it also reflects a noteworthy phenomenon, which is from the perspective of the industry as a whole, brand marketing is only the individual company's own behavior, there is a general lack of systematicness, blind investment in the automotive industry, and investment in the industry Dissemination of follow-up, single brand promotion and dissemination models, incomplete re-shaping of new products, and serious homogenization of output and other issues have revealed that the construction machinery industry has many flaws in corporate public relations and has not fundamentally resolved the brand's Achieve corporate sales support.

He pointed out that branding is the cornerstone of establishing lasting stability and mutual needs between companies and consumers. The construction machinery industry has specific consumer groups and also has specific brand marketing rules. The key to solving the above problems is to start with the company's strategic planning and brand planning. Public relations promotion without brand planning is the end of the world. Second, to solve the problem of marketing communication, is it brand-oriented, product-oriented, or both? Third, we must introduce modern public relations tools with strong sense of the times.