Yadong Cement's unique marketing concept

As a Taiwanese-funded cement company, Yadong Cement has a lot of differences in the mainland market: the pursuit of high-quality investment concepts, the special design of the production line style, stable and continuous operation rate... On the marketing alone, Yadong Cement also has Different from other cement companies. Recently, China Cement Net reporter visited Sichuan Yadong Cement Co., Ltd. and had an in-depth exchange with Zhang Xiaopu, deputy general manager of the company.

Yadong Cement's product is P. O42.5 bulk cement is mainly used for concrete mixing plant users, but this year, monetary tightening has brought financial pressure on construction projects. Many projects have been suspended due to lack of funds, and the real estate industry has become the focus of regulation. . What impact does this have on the Asian market? Zhang Xiaopu admitted that the tightening policy did have an impact on the market. Yadong’s current shipment volume was about 80%, but he did not plan to adjust the market strategy and increase the sales of packaged cement. Because he believes that with the continuous development of economic development and environmental awareness, the construction methods of packaging cement will become increasingly unrecognized, that is, rural houses are also the same, the overall development trend is bound to use bulk cement, then there is no need to end .

He also maintains a very cautious attitude toward market trends next year. He believes that if the national policy does not change, the market will not be optimistic. Moreover, the Sichuan cement industry has serious overcapacity. Even though the peak of production capacity release has passed next year, the oversupply situation will not change in the next year or two. Cement companies will have a hard time to spend. As for the elimination of backward production capacity, Chengdu has long had no shaft kiln and small grinding stations. Therefore, the elimination of outdated production capacity is mainly in other regions and has no effect on the Chengdu market. In addition, as cement prices in Sichuan continue to fall, Chongqing Cement has no cost advantage, so there is currently no Chongqing cement inflow.

Although the market is currently facing difficulties, the future prospects are not clear, but Zhang Xiaopu did not lose confidence. Because this is a common difficulty in the industry, everyone is facing. With high-quality cement quality and honest business philosophy, Yadong Cement will definitely pass through the market's trough. People who once had a quality inspection department said that if Yadong's cement is not qualified, Sichuan will not have qualified cement. Because Yadong's implementation of corporate standards is higher than the national standard, such as PC32.5R cement, Yadong's own requirement is the strength of 39MP (floating 2MP). The PC42.5R requires strength of 49MP (floating 2MP). At the same time, Yadong treats dealers with integrity. In the previous few years, when the market was booming and the price of cement was more than 500 yuan per ton, Yadong did not raise prices at will. Instead, it agreed with the dealer to give advance notice. In particular, after the 2008 earthquake, demand was strong, and some cement plants were shut down during the earthquake. As a result, the cement market was in short supply and the price was soaring. However, Yadong still focused on protecting old customers and did not raise prices at will. Because Zhang Xiaopu is clear, the market will not be so prosperous forever. When the time is good, let profit to dealers, and when it is bad, dealers will not abandon you at will. "Why dealers want to sell your cement, do not sell other brands, because your cement can make him the most." He said so straightforward.

Speaking of sales and markets, Zhang Xiaopu was right, but when he first came to Yadong, he did not sell cement and was ignorant of the mainland market. However, when he set up a sales force, he chose a fresh graduate with no sales experience. This is unthinkable for many companies. Zhang Xiaopu believes that although people who have just walked out of campus have no experience, they are highly malleable, can identify corporate culture, and can be trained as sales talents that the company needs. Instead, they are people with sales experience. Although they can develop new markets, they often There are many bad habits, and even these bad habits will be brought to the entire sales team, so it is better to start working hard and not to use these people. As for market development, other marketing strategies can be used to make up for it. Because of this, Yadong mainly through the dealers to open the market, and succeeded to establish a foothold, becoming the dominant brand in the Chengdu market.

There is also a place where the difference is that Yadong's sales staff do not have a commission, but take a salary. As we all know, through the way of commissioning, we can motivate sales staff to improve their performance and constantly develop new customers. However, Zhang Xiaopu said: “The biggest problem with this approach is that once the sales person has left, he will also take the customer away. To a certain extent, the salesperson has kidnapped the company.” For example, the sales staff is better The performance will help the dealers to request preferential policies from the company. However, if there is no commission, the sales staff will not have direct interest associations. Instead, they will treat the distributors in the company's position. Even if you leave, you will not take the customer away.

In addition, Zhang Xiaopu is also responsible for the sales, but also manages the transport company of Yadong Cement, because this is the consistent requirement of the Asian Clay. Many other cement companies outsource this part of the business, or let customers mention it. For cement companies, although such an approach reduces operating costs and reduces management burden, it is also difficult to effectively guarantee the timeliness of delivery and service quality. In Yadong, the transportation is the sales support measure for Yadong. When Yadong establishes a transportation company, all the vehicles are owned, and each vehicle is equipped with a GPS and a factory sealed seal to avoid the risk of short delivery and replacement of the cement. The customer thinks the cost will be higher, but it is worth doing. Moreover, Asia East provides drivers with five insurance and accommodation and benefits so that they can work more safely.

Such a short interview cannot describe the marketing model of Yadong in detail, but these unique ideas are still worth a lot of reference for cement companies. Especially in the current situation of serious overcapacity in the cement industry, the price war has become the only magic weapon for sales of many cement companies, but the price war is to trade sales at the expense of profits. In the end, it is only hurting others. earned money. At present, more and more companies have realized that this method is not feasible, and has conducted effective market synergy to protect profits through active production cuts. However, apart from this, there are still many places where cement companies can dig and improve their sales methods. I think this is the thinking that Yadong Cement has brought us.