Building kitchen engineering channels, the kitchen equipment industry needs to explore new areas

Although China's kitchen equipment industry has been in development for several decades, phenomena such as scattered operations, low brand concentration, and excessive reliance on traditional channels are still pervasive, which restricts the stable and healthy development of the kitchen equipment industry. The tightening of housing control policies and fierce market competition in the past two years have made kitchen equipment brands realize that a single retail channel can no longer meet the development requirements of enterprises.　　 In the absence of growth in retail customer sources, the increase in kitchen equipment stores, as well as community marketing, group purchases, and alliance marketing, have diverted customers to a certain extent, which has greatly affected the retail performance of many brands. Under the severe situation, more and more kitchen equipment brands realize that broadening channels in multiple directions is the only way for brand development. Among them, the construction of kitchen engineering channels has become a new field actively tried by some more forward-looking enterprises and distributors. Construction of kitchen engineering channels to explore new areas in the kitchen equipment industry. With the continuous acceleration of real estate development, commercial housing in many cities has rapidly changed from rough housing to refined housing. The government is also accelerating the construction of affordable housing. The proportion of kitchen equipment products used in engineering is increasing. The higher the price, engineering has become a very important channel for the kitchen equipment industry. To build a good engineering channel for kitchen equipment brands, many aspects of work need to be done. Establish and build the company’s engineering customer and engineering information archives. Hotel and catering business information is an important guarantee for a good channel. The company needs to collect related engineering information through various channels, establish engineering customer information sheets, engineering customer contact records, and engineering Sales statistics, project tracking schedule, and keep abreast of competitors. At the same time, companies should improve relevant data on project bidding, such as bidding documents, company profiles, product profiles, and project quotation specifications.　　To improve the relationship between the engineering side, 　　To win the project, you must first understand the power operation system of the internal organization of the engineering side, and find out who has the right to decide, who has the influence of recommendation, who has the right to influence professionally, and who has the right to negatively influence. The business staff should develop a visit plan, follow up continuously, and develop insiders within the engineering side. There is a saying in the engineering business that “to do engineering is to do relationships”. In addition to leaving a good impression on customers in terms of clothing, etiquette, words and deeds; also try to be familiar with customers and be good friends. Develop new customers and maintain old customers by establishing friendship. In particular, it is necessary to cultivate key customers carefully, and spend 80% of the time on 20% of key customers.　　To understand the purchasing psychology of engineering customers　　In the engineering business, the interest relationship is often complicated. In actual operation, a win-win situation must be formed. This requires business personnel to think and ponder carefully. The sample delivery of the project should conform to the overall decoration effect of the project, and the samples should be determined according to the product models that are in stock or that can meet the delivery period, and the competitive sample products can be determined according to the samples sent by competitors and the degree of recognition.