In the market-oriented construction machinery industry，Marketing and innovation are always the focus of enterprises.。With the fierce competition in the market and the Internet,、The Rise of Social Media，Users' information access channels and consumption patterns have also undergone tremendous changes.，Marketing reform has become the only way for enterprises to adapt to market changes。
Starting in 2022，Engineer Liu started the reform of domestic marketing.，Focusing on earthwork construction machinery as the main industry to improve quality and innovation，With“Hehe”The Way to Create First-class Marketing Ecology，The core competitiveness of enterprises has been continuously enhanced.。So-called“Close”，That is, integration and reorganization，Optimize resource allocation；“And”，Liugong brand、Infiltration and influence of culture。Nowadays，Through“Close”And“And”Blend and development，Liugong domestic marketing“Three steps”The route of change has been basically completed.，Industry customer breakthrough、Breakthrough in electric products、Channel optimization、Digital penetration and other projects have achieved good results.，The competitive domestic marketing system is pushing enterprises forward along the road of high-quality development.。
The vitality of resource reorganization burst out
Over the past few decades,，“Product-centric”The orientation of Liugong has made its product lines mature rapidly.，The proportion of independent research and development continues to increase.，It has accumulated abundant resources and strength.。But look to the present and the future.，People-oriented is the general trend，“Customer and region focus”The transformation is on the line.。Liugong's Marketing Reform，Is to emphasize.“Customer first”On the basis of，Let the original resources be recovered“Freshman”，Play a new value in the new era。
First，Liugong Domestic Marketing Center and Various Product Marketing Companies Jointly Reorganized，The East was established、South、The West、North、Five war zones in central China，It breaks the previous situation of separate product lines.，Established to“The marketing center is mainly built、Main supply of product line、The main battle in the war zone”Three-level management structure and combat system，Make the marketing work face the customer directly，To respond more quickly、Make faster decisions。
Secondly，The virtual function platform of Liugong earthwork business group has been established.，Covers strategic management、Human resources、R & D collaboration and other eight functions，Be responsible for coordinating the operation rules related to the earthwork business group，Enabling management。Under the efficient reorganization of resources，Engineer Liu basically clarified the war zone.、Product line marketing、Responsibility boundary of marketing center，Achieve resource collaboration and management penetration。
As Wen Wu, Senior Vice President of Guangxi Liugong Machinery Co., Ltd., said：“Change is not a change of heart.，To set up‘Engineer Daliu’Thinking。”Liugong's resource reorganization is not only the division of regions.、Coordination of management，It also forms the calling ability and hematopoietic ability of marketing thinking in the new era.，Let all Liugong marketing people work together!，Push“Engineer Daliu”Steady forward。
Market breakthroughs come naturally
The living water of reform will inevitably flow to all aspects of market promotion according to circumstances.。
Compare with the company's strategic positioning，Liugong Domestic Marketing Center focuses on the development of loaders、Advantage products of Earthmoving Machinery such as Excavator，Build“China is the first、Third in the world”Earth-moving machinery industry group；Promote the leading position of the whole series of product lines in the domestic market，Strive to achieve the first in the domestic Earthmoving Machinery industry by 2025，The market position of other products has steadily improved.。
With the steady progress of marketing reform，Good results have begun to emerge.。Among them, it is led by senior officials.VIPCustomer development，Build a strategic alliance system，In 2022 alone, 203 were completed.VIPCustomer visits，32 signed strategic cooperation agreements，Complete orders of nearly 800 million yuan。“2022 is a challenging year.，Impact of the epidemic in three years、The market environment is complex and changeable、The market did not meet expectations.、Competition continues to intensify and other severe challenges.，Domestic marketing system unswervingly implements all-round reform，And achieve a phased victory.。”Party Secretary of Guangxi Liugong Machinery Co., Ltd.、Zeng Guangan, chairman and CEO, commented on this.。
Look at the first half of 2023.，Affected by the downturn of the market economy、Industry transformation and other factors，Domestic construction machinery market continues to decline，Liugong's domestic marketing system closely centers on market and customer needs.，Continue to deepen reform，Optimize the system construction，Push Liugong loader、Excavator ranks in the forefront of the industry，Other product lines have made great progress.。
In addition，Engineer Liu is firm“Take the lead+Low carbon”Marketing Strategy，Accelerate the transformation and layout of marketing。First half of 2023，Liugong Electric Products Sales Growth Rate Exceeds 100%，The market share of products is in the forefront，Become the industry benchmark in the era of electrification。At the same time，Based on the railway、Mine、 Iron and steel 、Port and other seven major industries，Dig deep into customer needs，Continuously provide customers with customized comprehensive solutions。
Party building leads cohesion
In recent years，Affected by the epidemic situation and the market environment，The construction machinery industry has entered a downturn.，Market demand has dropped significantly.。As an important member of the industry，Engineer Liu was inevitably affected.，However, the state has firmly implemented the strategy of expanding domestic demand.，It has also brought new opportunities to Engineer Liu.。
The Party Committee of Liugong Domestic Marketing Center gives full play to the leading role of Party building，Stick to it“Four forces”Simultaneously，Escort for Marketing Reform。One is to stimulate the vitality of change.，Anchor change goals，Optimize the Party organization through reconstruction，Implement the branch“Star-rating”Job，Constructing the mechanism of catching up with and surpassing the vanguard posts of Party members, etc.，Give full play to the fighting fortress of Party organizations and the vanguard and exemplary role of Party members，Effectively strengthen the deep integration of Party building and marketing reform。The second is to enhance service power.，Innovation of marketing management mode，Establish“Iron Triangle”Teamwork mechanism and“Five have”（Have political beliefs、Take responsibility、Ability and ability、Have a practical spirit、A sense of service）Marketing Iron Army，Focus on customer value，Achieve customer ideals。The third is to stimulate team effectiveness.，Shaping“Customer-centric、Results-oriented、Take the striver as the foundation”A marketing culture，Stimulate the vitality of marketing team，Promote marketing personnel and marketing core cultural values to be highly synchronized.，Promote the development and upgrading of marketing organization。Fourth, the cohesion of talents.，Through the construction of marketing talent echelon、Mapping the Marketing Career Path、Build professional curriculum system, etc.，Improve the professional skills and professional quality of the marketing team，Enhance marketing organization and competitiveness。
Leading through Party building，Strengthen the construction of the Joint Party Committee of Liugong Distributors and the Party Branch of the Direct Company，Condense the spirit of all marketing personnel to start an undertaking，Testing the Effectiveness of Party Building with High Quality Marketing Performance。
Brand Culture Enabling
A New Domestic Marketing Center of Liugong，Organic integration of brand culture and marketing reform，The export and integration of Liugong's brand culture has also achieved positive development in this process.。
March 2023，Completion of Liugong Anhui Remanufacturing Plant and Opening of Customer Enjoyment Center，It marks the first 7 of Liugong.SThe store set sail；July，Zhejiang Liyang Liugong Machinery Co., Ltd. officially opened……Different from the previous changes，Under the organizational renewal，Liugong's domestic marketing center pays more attention to internal integration，Encourage marketers to learn from each other、Sincere unity，Carry forward“Struggle is the foundation，Cooperation creates value”Liugong's core values，Become a cultural bridge between Liugong and distributors and customers。
September of the same year，At the Beijing Construction Machinery ExhibitionBICES 2023，Engineer Liu with a brand new slogan“Extend human power”Shocking appearance，It shows that Engineer Liu has a grand dream.，Create value for customers with excellent full-line products and comprehensive solutions，The responsibility and responsibility to contribute to the creation of a better world。
Engineer Liu continues to add value to customers.，It also promotes corporate culture and brand resources to take root in all aspects.，Make Liugong's corporate culture and brand influence all-round、Move forward to a higher level。
Reform of Liugong's Domestic Marketing System，It is not only an effective docking between products and markets in the new era.，It is also the communication between Liu workers and customers.；It is not only an important measure to activate the domestic market.，It is also a necessary support to look forward to the global market.。65th Anniversary of Establishment in Liugong，Show higher expectations for the future，Marketing“Hehe”The way has begun to show its edge.，It will become an important driving force to promote the development of Liugong.。
