Shanhe Intelligence: Adjusting Marketing Strategy and Enhancing Brand Services

Shanhe Intelligent Industrial Vehicles 4S Store opened in Jiading, Shanghai on June 16th, laying a good foundation for future development in East China. At the opening of the new store, Tan Dong, executive deputy general manager of the Sanhe Intelligent Industrial Vehicle Division, received an exclusive interview with China Road Machinery Network reporter.

LMJX: At present, what is the stage of the development of Shanhe intelligent industrial vehicles? How is the market reaction?

Tan Dong: The Sanhe Intelligent Industrial Vehicle Division was established in 2007 and began production in 2008. At present, in the process of development, Sanhe Intelligent Industrial Vehicles encountered dual pressures from market competition and cost compression. In order to adapt to the market, we will make further adjustments in our operations. First of all, relying on the advantages of the Shanhe intelligent brand, the Group will make rational use of the original customer resources of the Group in the construction equipment, excavators, rock drilling equipment, aviation and yachts. Second, according to the market situation and characteristics, we promptly adjusted the development ideas, innovated the sales model, and adhered to the route of differentiation and quality. At the same time, through the company's strong international marketing capabilities, it actively explores the international market and establishes an international marketing network for industrial vehicles. Sanhe intelligent industrial vehicles sell a large part of their exports. Under the premise of guaranteeing profits, we pay more attention to the customer's recognition of the Shanhe smart brand and the market responds well.

LMJX: How can Shanhe intelligent industrial vehicles quickly increase their market influence?

Tan Dong: Shanhe Intelligence will strive to build the best electric forklift in China. Facing the increasingly fierce market environment, from the second half of last year, the company has made corresponding adjustments within the company. First of all, in the highly competitive environment, Shanhe Intelligence does not blindly pursue sales and blind price wars. Vicious competition will only destroy the industry's living environment, but also make the company itself damaged, which is what anyone does not want to see. Secondly, Shanhe Intelligent will unswervingly develop industrial vehicles, integrate industry resources, and spare no effort to build a marketing network. Moreover, we have the Shanhe Intelligent Industrial Clusters as a strong backing. We will focus on new product development, quality improvement and internal management. We will ensure that we are in an invincible position in an increasingly competitive market environment through scientific management methods and business management.

LMJX: After-sales service is an important strategy for the sustainable development of the company. So what are the main advantages of Shanhe intelligent industrial vehicle after-sales service compared with other companies?

Tan Dong: First, Sanhe Intelligent Industrial Vehicles adopts a trinity distribution model that integrates R&D, production, and sales. Different from other companies, Shanhe Intelligence not only implements a single product sales, but more importantly provides customers with a comprehensive solution. It includes pre-plans for customers to purchase products, training for the use of products after purchase, and supply and after-sales service for accessories. The sales of Sunward Intelligent Industrial Vehicles are more concerned with sales and prices, which has caused a lot of trouble for the Group's brand and internal management as well as the long-term healthy development of the company's operators. In the future, Sanhe Intelligent Industrial Vehicles will increase its focus on the maintenance and service in the later period. In order to better feedback market information and integrate customer resources, Sunward has spent a lot of money to establish a CRM system. This system is expected to be put into use in the Industrial Vehicle Division in the second half of the year. Shanhe Intelligence will use actual actions to serve its customers. We must put customers first, consider everything for our customers, and implement our services.

Taking the 4S shop in East China Region of Shanhe Intelligent Industrial Vehicles Division as an example, it covers Shanghai, Jiangsu, Anhui, Zhejiang and other regions. It is a combination of complete machine sales, spare parts sales, after-sales service and training. It has a true 4S meaning. Forklift professional sales shop. It is also a comprehensive service agency engaged in sales of forklifts, leasing of forklifts, sale and purchase of used forklifts, supply of spare parts and maintenance.

At the same time, Shanhe Intelligent Industrial Vehicles will also cooperate with distributors across the country and strive to build a dealer service system. Dealers can not only care about the short-term benefits brought by product sales, but also focus on brand services and create value through services. We all need to work together and sincerely face each and every customer and provide them with better products and services so as to gain the recognition of customers.

LMJX: In terms of market expansion, what strategic planning and goals does Shanhe intelligent industrial vehicles have?

Tan Dong: Sunward Intelligent Industrial Vehicles pays attention to the adjustment of product routes, positioning products to mid-to-high-end customers, and accelerating research and development of products with high added value. The development of high-end products is not only a big investment, but also a technical difficulty, which is a test of our overall strength, but Shanhe Intelligence will face difficulties. At present, 80% of Chinese customers pay more attention to the first purchase cost, while ignoring the later use and service costs. We will pay more attention to the cost-effectiveness of our products and provide our customers with high-quality products while also providing them with better services.

In addition, Shanhe Intelligent Industrial Vehicles has undergone drastic reforms in its sales system. Train key distributors to increase their brand loyalty to Shanhe Intelligence. We will also set up direct-operated stores one after another, increase the investment of funds and manpower appropriately, and lay a solid foundation for the network maintenance in the later period. We have divided the whole country into four regions: South China, East China, Central China, and North China. With Changsha as the center, we will radiate our sales network to the whole country, bringing better services to our customers.

At the same time, Shanhe Intelligent Industrial Vehicles will also adhere to the development strategy of “electric forklift-led, internal-fueled forklifts doing fine work”, adhering to the Group’s quality policy of “precise design, lean manufacturing, meticulous service, and fine management” and strive to build quality projects. We need to adjust the marketing strategy of the entire group, integrate the marketing systems of each division, rationally use their respective network and resource advantages, and change the situation in the past when they were independent of each other. We must give full play to the spirit of the “Xiang Army” who dares to take the lead, whether it is product quality improvement, marketing strategy and business management, and we are committed to being at the forefront of the industry and being the leader of the era to achieve “taking over the curve”.