Xinhuanet: "Selling Products" Needs "Selling Services"

Xinhuanet, Beijing, July 13 (Reporters Chen Weiwei and Wang Zhi) "Should you be a'sheep' waiting for'feeding', or be a'wolf' and actively'forage'?" PetroChina Jichai Power Plant Factory Director Yang Yuanjian described the "choices" faced by the company in 2011. At that time, Yang Yuanjian was faced with the dilemma of market shrinking and loss of the main factory, and the choice given to him and the company was actually "no choice", he had to learn from the pain and break through the transformation.

CNPC Jichai mainly produces internal combustion engines and compressors, and is an important non-road medium and high-power internal combustion engine R&D and manufacturing enterprise in China. Since 2011, CNPC Jichai has achieved initial results in its transformation from a product manufacturer to a power service provider from waiting for the market to opening up the market.

In recent years, the competition in my country's manufacturing industry has become increasingly fierce, and the machinery manufacturing industry has entered an era of meager profit. Since 2011, the main plant has suffered losses, and its subsidiary companies have also put on the "ST" hat, and the development of the company is struggling.

"The main reason is that they rely too much on agents and are separated from users." Yang Yuanjian admitted that since 80% of the company's sales were operated by agents at that time, user feedback was not smooth, and the mentality of "sitting at home and waiting for the market" caused products and markets. The disconnection, the loss of users.

At the critical moment, CNPC Jichai proposed "three major changes": from relying on a single product to the industrialization of new products, from a traditional product manufacturer to a power service provider that provides overall solutions, and from focusing on scale development to highlighting quality and benefit development. .

"The core of the three transformations is to revolve around the market, and the entry point is to become a power service provider." said Jia Shengjun, safety director of PetroChina Jichai and general manager of Jinan Diesel Engine Co., Ltd. The connotation of power service providers is not only selling products, but also To provide an overall solution; not a one-time sale, but interdependence and long-term cooperation; not to fight prices, but to allow users to obtain advantages from products and services; not only to meet the needs of existing users, but also to further guide user needs.

In order to realize the transformation, CNPC Jichai focused on “user-centered” and took multiple measures to build integrated service capabilities. This includes from program design, product matching, manufacturing, delivery, installation to technical guidance, operation management, troubleshooting, maintenance and personnel training, etc., to provide users with a complete set of products and full-process services.

At the same time, CNPC JC provides users with product selection, matching parameter selection, existing product improvement, new product research and development, operation management measures, daily maintenance recommendations and other program designs according to user needs to improve overall problem-solving capabilities.

“Selling products by an enterprise is a short-term act of paying for one hand and delivering on the other hand. It cannot cultivate customer loyalty. On the contrary, selling products and services at the same time establishes a long-term cooperative relationship with customers.” Deputy Director of China Petroleum Jichai Diesel Zhang Xinqin said.

Transformation breaks through, allowing enterprises to taste the sweetness. Zhang Xinqin recalled that in 2011, an oil company exploited oil and gas resources in Niger, but the electricity needed was extremely short. After obtaining the tender letter from the company for the purchase of generator sets, CNPC Jichai analyzed user needs and believed that providing a single generator set product could not meet the user's power demand. To this end, the company actively carried out research and tackling key problems, adapted to the local sand, dust and high temperature environment, and came up with a "package" of overall solutions for power station projects, expanding from a single power product to building a complete power station, which won the user's approval.

From a single product to a "turnkey" project, CNPC JC Diesel has undergone changes. Such changes are like a trickle penetrating all aspects of enterprise production and operation. From passively responding to user needs to proactively providing solutions, many engine products have been integrated into user needs during the research and development stage to better connect with the market.

"Through two years of unremitting efforts, CNPC JD Group has stepped out of the trough, and the results of transformation and upgrading work are beginning to show. The listed company successfully turned losses into profits last year, and the overall production and operation of the main plant has entered a sound development track." The transformation of power service providers will improve sales and service capabilities, technology research and development capabilities, product manufacturing capabilities and internal support capabilities, and win markets and users.