The development level of construction machinery is an important indicator to measure the degree of industrialization of a country.。As the leader of the construction machinery industry，Sany Group took the lead in realizing digital transformation.“The elephant turns around”，Become a 100 billion-grade enterprise，And now it's settled“Achieve revenue of 300 billion，Employ 3,000 workers and 30,000 R & D personnel”The vision of。
The development and success of any enterprise are inseparable from marketing.，Digital marketing is a necessary means for enterprises to cope with the digital wave and market competition.。So，How does Sany Group develop digital marketing?？
Before product delivery，Customer Journey Experience Problem Perception、Information search、Product evaluation、Product purchase、Five stages of purchase evaluation。
In the problem perception phase，Brand influence can be expanded through content and event marketing，Shaping product awareness。
In the information search phase，Leads can be developed，Obtain potential customers accurately and fully through search engine marketing and big data extension system。
At the stage of product evaluation，To tap customer needs，Through customer behavior portraits、Fine operation of clue circulation and market cultivation, such as clue value stratification。
The role of purchasing equipment in construction machinery industry tends to be rational.，Long purchase cycle。Take Sany's equipment as an example.，The average online conversion cycle of a device worth hundreds of thousands of yuan is about 40 days.，The more expensive one may take more than fifty days.，Offline conversion time may be longer，This is the biggest difference from consumer goods.。So，Further exploring the needs of users is a must at this stage.。
At the stage of customer product purchase，And through live online broadcasting.、Offline activities、Incubation of untraded clues and other multiple capabilities to achieve rapid transaction transformation。
At the stage of customer purchase evaluation，Need to improve customer repurchase rate，Enhance customer retention and word-of-mouth communication through strategies such as customer case packaging publicity and customer churn warning。
Due to the nature of the industry，Retention may be more important than attracting new users.。Because the biggest difference between the sale of equipment in this industry and the sale of consumer goods is that there may be new demand for consumer goods at any time.，There are also new users coming in.，But there are relatively few new customers entering the industry every year.。
This is the core of digital marketing in the construction machinery industry.，It is also the digital marketing strategy of Sany Group.。
So，How did Sanyi put these core plays on the ground??
01 Brand Communication and Shaping Product Cognition
Because the construction machinery industry is relatively vertical.，Sany Group will pass a lot of industry analysis.、Scenario application、Word of mouth、Construction cases, etcQuality content distribution，To guide the customer to perceive the problem，So as to stimulate the desire of customers.，Prompts active search to find the problem that triggers the requirement，In the process，SynchronizationComplete the shaping of brand awareness and product reputation。
For example, introduce the role of Sany's equipment everywhere.、Working method of equipment in narrow space and different geological layers，Lead the customer to perceive the problem。
Secondly，Create high-quality columns。Combined with the hot spots of construction machinery industry and users' browsing needs，In the WeChat official account、Tik Tok、Kuaishou and other social media platforms to create high-quality columns，Display brands and products through the planning and production of high-quality content。
In addition，Sany Group will alsoPlan thematic activities，For major marketing nodes（Lantern Festival、Labor Day、Double 11）And other special planning activities，For the purpose of promotion，Use Internet platform and channel penetration，Drainage for brands and products；Match the rhythm of product sales（Shang Xin、Modification、 Promotion ）EtcPlan an Internet marketing program，Help products reach customers，Use pictures、Video and other rich media forms to effectively display products，Finally, it empowers sales.；Combining social and industrial hot spots，Unite different brands，Create hot topics，Through other traffic platforms for their own brand drainage.。
02 Accurate and full acquisition of potential customers
When the customer discovers the problem，Start doing market research，Passed by Sany GroupIntegrate digital marketing channels and tools，Accurate insight into the whole network of customers in what channels?、What time、In what scenario does the requirement originate?，And reach potential customers at the best time.。
Initially，Sany Group started by getting the customer's phone number.，Later, it was found that getting a phone number was not accurate enough.，A four-element model is established.，And continue to improve on this basis.，Set up a customer phone、Customer needs、Labels such as customer budget，In order to get more accurate clues.。
How to get these clues accurately?？ThroughThird-party data and technical means，Identify global marketing touch point visitor behavior in information search phase，ThroughBehavioral modeling and analysis，Accurately find a large number of potential customers in need。
Uch as through a road mechanical net,、Iron Armor Construction Machinery Network、Construction Machinery Trade Network、First Construction Machinery Network、Five industry websites of Huicong Construction Machinery Network occupy the minds of users.；Make use ofBaidu、Tik Tok、Wechat, etcPortal media strong exposure drainage。
03 Fine operation clue circulation and market cultivation
After getting the clue, we should proceed.Clue Circulation and Market Cultivation。At the stage of product evaluation，ThroughTrack customer information and behavioral data in real time，Divide the dimensions of customer groups；Based on the customer's basic identity information plus the score brought by the later interaction behavior，Build 360 user portraits，Ranking Customer Value，Personalized marketing reach，So as to realize the fine cultivation and operation of market clues.。
Online，The clues are accurately pushed to the corresponding agents all over the country through the internal system.，And passAPP、Push messages such as applets，Carry out market cultivation；Offline，The collected clues are divided into five grades according to the degree of equipment demand.，And send people to follow up with five-star customers.，Personalized access，Recommend products according to customers' preferences。
04 Multiple Enabling to Achieve Rapid Transaction Conversion
At the stage of product purchase，Customer Completed Awareness、Contrast、Trial of the depth of Jianlian.。At this time，WantLifecycle Management Based on Customer Lead，Break the front and back end data island，Synchronize omnidirectional information，Achieve collaborative empowerment between headquarters and front-line marketing，Jointly promote the rapid transaction transformation of clues。
For example, use customer portrait information.、Customer acquisition channels、Customer Demand Intention ContinuityMarket communication through tweets, etc.，Provide sales materials such as cases，And incubate the unsettled customers.；AtExternal Network（WeChat）、Intranet（Flying Book）Promote the content synchronously，All business divisions are required to have a unified rhythm.，Collective publicity campaign；Through agent or branch WeChat group、Circle of friends、Customer WeChat and other channelsForward and promote。
05 Enhance customer retention and word of mouth
In the construction machinery industry，Retention is as important as customer acquisition。At the stage of purchase evaluation，Pay attention to customer retention and word-of-mouth communication，Continue to enhance customer experience and customer service capabilities，And actively follow up and insight into customer dynamics，Maintain customer relationships，It is an effective way to enhance the value of customer life cycle.。
To retain old customers，Bring in new customers，Sany has built a national marketing platform.-Ji Huibao，Guide old customers to recommend new customers by means of bonus incentives。This model has created a good result of 1 million registered users in seven months.，One year after the launch, the sales volume of equipment through the machine Huibao platform reached 2 billion.。
Marketing side is the entry point of digitalization.，But not the end.，Digital transformation of enterprises also needs an overview of the overall situation，Work for a long time。
This article is based on Lv Zhiwei, Director of Interactive Marketing Department of Sany Heavy Industry, at the 2023 Manufacturing Industry Digital Innovation Case Conference and Entering Sany Group&It was compiled from the speech at the Digital Innovation Event of Tree Root Interconnection.， Editor ：Su Qiaoling。
