Kotai heavy industry: a sample of private enterprises in low-key progress

Recently, the reporter of China Road Machinery Network interviewed Li shunzhou, deputy general manager of Kotai heavy industry, to interpret how Kotai heavy industry takes the road of business development step by step.

Li shunzhou, deputy general manager of Qingdao Kotai Heavy Industry Machinery Co., Ltd
[exclusive report of China Road Machinery Network] since 2012, China's construction machinery industry as a whole has shown a continuous downward trend. However, the sales of road rollers of Qingdao Kotai Heavy Industry Machinery Co., Ltd. (hereinafter referred to as Kotai heavy industry) have been reported frequently at home and abroad. The domestic sales have increased continuously in recent years, and the export orders are also pouring in. Kotai heavy industry realized the performance rise against the trend and handed over a beautiful report card. In such a severe market situation, how does Kotai heavy industry "stand alone"?
Recently, the reporter of China Road Machinery Network interviewed Li shunzhou, deputy general manager of Kotai heavy industry, to interpret how Kotai heavy industry takes the road of business development step by step.
"Rising star" with differentiated products
Kotai heavy industry takes the full hydraulic roller as the starting point. After several years of development, it has gradually become a rising star in the roller industry. At present, Kotai has formed four series and more than 60 varieties of products, including full hydraulic single steel wheel, full hydraulic double steel wheel, full hydraulic rubber wheel and waste compactor, with a tonnage of 3-36 tons. For more than ten years, the annual export volume of all hydraulic rollers has averaged more than 200. The success of Kotai heavy industry lies in the full hydraulic single steel wheel roller produced by strong technical accumulation, which accurately cuts into the blank spot of the market.
Based on the field of full hydraulic roller, Kotai heavy industry proposed that "users can enjoy full hydraulic products with only mechanical price", which quickly swept the roller market. Compared with ordinary mechanical roller, Kotai heavy industry full hydraulic roller has significantly improved in climbing capacity, rolling pavement quality, driving safety and working efficiency. More importantly, while paying attention to the improvement of quality, Kotai heavy industry all hydraulic roller connects the machine price with ordinary mechanical roller, and is committed to allowing customers to "enjoy hydraulic products at mechanical price".
The hydraulic roller adopts hydraulic drive, while the mechanical roller adopts mechanical drive. The difference between the two lies in the power control platform, which determines the development direction of subsequent control. According to Li shunzhou, the full hydraulic single steel wheel roller aims at the European standard, the brake realizes the power system cut-off, the engine and pump energy system can realize the simultaneous cut-off function, realizes the emergency brake, the driver turns off the brake, and is equipped with the emergency brake button to minimize the crisis; However, the mechanical roller needs to step on the clutch when braking, and it is prone to failure hundreds of times a day. The roller is generally dozens of tons in weight, which is difficult to control in case of failure. Therefore, it is common for the mechanical roller to rush down from a steep slope; Secondly, mechanical rollers are generally rear drive, with poor climbing ability, while hydraulic rollers can realize double drive or all drive, and there is no obstacle to climb a steep slope of 45 degrees; Thirdly, the hydraulic roller has the advantages of flexible start and stop. Taking the tire roller as an example, the tire roller is mainly used to roll high-temperature asphalt pavement. Each start and stop of the mechanical roller will have a thrust on the ground, which is bound to form waves on the rolled pavement. However, the hydraulic roller is more flexible, the rolled pavement has relatively high flatness, and there will be no uneven pavement.

Ks365d roller of Kotai heavy industry, the largest single steel wheel roller in China

Build brand competitiveness through multiple channels
As we all know, brand is an intangible asset of an enterprise. However, from the perspective of the market, brand power is actually a kind of actual value of the enterprise. This practical value can bring huge profits and countless loyal customers. The market performance and user reputation of Kotai heavy industry roller fully show the product advantages. While high-quality products are only a part of the brand, the brand is actually a kind of existence that goes beyond the product. While doing a good job in the product, Kotai heavy industry will create its own unique brand image from multiple channels, such as agent team construction or service. In recent years, Kotai heavy industry has launched the establishment of "professional brand alliance of pavement machinery", integrated marketing system from direct sales to agency system, and strongly promoted enterprise marketing to take the agency system.
For construction machinery industry enterprises, a strong marketing ability of an enterprise comes from its agent strength. Without an excellent dealer team, even if the enterprise's products are high-end and top-notch, it is difficult for the market to pay. Kotai has long been aware of the importance of agents. The sales concept of "treating agents as a family" also clearly explains this point. "
At the scene, Li shunzhou also specially showed the "family photo" of Kotai heavy industry executives and agents to the reporter of China Road Machinery Network. For a long time, Kotai has always adhered to the business philosophy of "human text, continuous innovation and pursuit of perfection", and effectively combined the resource advantages of itself and agents, so as to realize the market effect of "1 + 1 > 2". "The relationship between manufacturers and agents is like falling in love. We should treat each other sincerely. We can't use others and play with others for a long time. At the same time, we also pay attention to 'being equal to each other'." Li shunzhou said with interest.
Kotai heavy industry also implements a different service strategy in serving users. It not only provides customers with lifelong man hour free service and gives customers strong psychological protection, but also carries out the "spring warmth sending activity" every spring to warm the hearts of every customer with sincere and sincere services. The activity of "sending warmth" in spring is an important part of the annual work of after-sales service of Kotai heavy industry. In product production, it also reflects humanized care.
In the fierce competition in the market, Kotai heavy industry did not fall into the vortex of low price competition, but adopted the strategy of "holding high and fighting high" in the product configuration. For example, the air conditioner in Kotai heavy industry roller is a standard item of series products, while some brands of roller in the same gear adopt a price war, which will "shrink" the configuration. If the air conditioner configuration is proposed, it needs to be increased by 5000 yuan.

Family photo of Kotai heavy industry agent
"Made by Kotai" sails overseas market
As a rising star in the field of road rollers in China, Kotai heavy industry has always regarded the business philosophy of "professional, dedicated and leading" and the mission of "making the best all hydraulic roller in China". In the international market, after years of market development, Kotai heavy industry has initially established an overseas sales service system. Its products are exported to more than 30 countries and regions such as Australia, Russia, Brazil, Venezuela, Saudi Arabia, Algeria, Iran, Egypt, Chile, Ethiopia, India and Iraq. The export volume of all hydraulic rollers ranks first in the domestic industry, It has also become the representative of the "made in China" in the field of construction machinery, which is famous for the new generation of overseas enterprises. November 29, 2014 is an exciting day for all Ketai people. This day will also be recorded in the development history of Kotai heavy industry. 100 full hydraulic rollers were exported to North Africa, which refreshed the largest export order of full hydraulic rollers in China's construction machinery industry so far. Under the depression of the industry market, the overseas market of Kotai heavy industry is booming, which once again confirms the good strength of Kotai heavy industry in products and brands.
Good market performance and excellent product quality make "kotai", a low-key national brand, more and more unique charm. Li shunzhou said, "in the future, Kotai heavy industry will pay more attention to product quality, refine all hydraulic roller products, further improve stability and establish a stable brand image in the hearts of customers." We believe that Kotai heavy industry will move towards a more brilliant future. (this article is from Kotai heavy industry)