The field of mechanical and electrical equipment presents a variety of distribution modes, each with its own unique characteristics. The direct product distribution channel means that the manufacturer directly conducts transactions with consumers, omitting the intermediate links of dealers or agents. This mode is commonly seen in the sales of large mechanical and electrical equipment or customized products, such as large generators, customized precision machine tools, etc. For example, when a large hydropower station purchases special hydro-generating equipment, it usually directly contacts the manufacturers with production capabilities. The advantage of this mode is that manufacturers can communicate deeply with consumers, accurately grasp their needs, and reduce intermediate costs. However, its disadvantages cannot be ignored. Once the consumer demand changes, if the manufacturer cannot respond in a timely manner, consumers are likely to be lost.
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The indirect product distribution channel introduces the intermediate link of dealers or agents. Take the distribution of household air conditioners as an example. After the air conditioner manufacturer produces the products, it wholesales them to regional dealers, and the dealers then sell the products to consumers through the retailer network. For manufacturers, this mode broadens the sales scope, can utilize the professional capabilities and sales networks of dealers, and improve the market coverage rate of products. At the same time, manufacturers can devote more energy to the production link, and dealers can also provide more complete after-sales services for consumers. The indirect distribution channel helps to reasonably plan the product life cycle and is widely applied in the field of mechanical and electrical product distribution.
The distribution channels can also be divided into long channels and short channels according to the number of middlemen between the manufacturer and the consumer. In the long channel, products go through multiple links such as agents, wholesalers, and retailers from production to sales, which is suitable for mechanical and electrical products with extensive demand and high standardization, such as common low-voltage electrical components. They are distributed layer by layer and enter various terminal sales points such as hardware stores and building materials markets. The short channel has fewer intermediate links. For some special mechanical and electrical equipment with high technical content and strong market pertinence, manufacturers may directly contact large enterprise customers in specific industries, or sell only through first-level agents, reducing the intermediate circulation costs and better ensuring the professionalism and timeliness of technical services.
In recent years, the distribution market of mechanical and electrical products has faced many challenges. From the perspective of market demand, the uncertainties in the global economic environment, such as trade frictions and geopolitical conflicts, have had a significant impact on the demand for mechanical and electrical equipment. In the industrial field, many enterprises have cut their equipment renewal and expansion plans due to the unclear economic outlook, resulting in a slowdown in the growth rate of demand for various industrial mechanical and electrical equipment, such as automated production line equipment and industrial robots.
In terms of inventory management, the instability of market demand makes it difficult for distributors to accurately control the inventory level. Take electronic component distributors as an example. According to relevant reports on the European electronic component distribution market, the sales volume has dropped significantly by 30.2% to 3.64 billion euros. The market is trying to digest the inventory backlog brought about by the previous excessive growth. The semiconductor market has shrunk by 38% to 2.27 billion euros, and the sales volume of the markets for interconnection devices, passive devices, and electromechanical components has also declined by 12.3% to 1.37 billion euros. Due to the increased difficulty of demand forecasting, if distributors have too much inventory, they will face the risks of capital occupation and product devaluation; if the inventory is insufficient, they may miss sales opportunities, affecting customer satisfaction and market share.
The competitive situation is becoming increasingly fierce. In the industry, not only traditional mechanical and electrical equipment manufacturers are constantly increasing their R&D and market expansion efforts, but also emerging enterprises are entering the market with innovative technologies and flexible business strategies. In the field of smart home, many emerging technology enterprises have launched smart mechanical and electrical equipment products and are in fierce competition with traditional home appliance enterprises in the market. At the same time, the rise of e-commerce platforms has changed the traditional sales pattern. The prices of online sales are transparent, and the competition is more intense, further squeezing the profit margins of distributors.
Facing numerous challenges, distributors of mechanical and electrical products need to actively explore ways to break the situation. In terms of channel expansion and optimization, the online channel has great potential. Take the hardware and mechanical and electrical industry as an example. Carrying out community group buying through mini-programs has become a new way to increase sales. By building a lightweight and convenient mini-program platform, merchants can achieve precise marketing. Setting up promotional activities such as limited-time discounts, full reduction, and buy-one-get-one-free can attract users to place orders; launching a membership system and a points system can increase the repurchase rate of users. For example, a home improvement hardware e-commerce enterprise has achieved a significant increase in sales volume through quarterly promotions and social sharing on the mini-program, coupled with the "recommendation with rewards" activity. In addition, by using the social sharing function of the mini-program, users can be encouraged to share product or preferential information with their relatives and friends, attracting potential customers through word-of-mouth communication and enhancing brand exposure.
The optimization of supply chain management is of vital importance. Distributors should establish a close strategic cooperation relationship with suppliers, achieve information sharing, and jointly deal with market changes. By grasping the inventory status in real time, accurately predicting the sales trend, and flexibly allocating the supply of goods, the shortage of goods or inventory backlog can be avoided. For example, some large mechanical and electrical equipment distributors use big data analysis technology to integrate information such as historical sales data, market dynamics, and customer needs, plan the procurement plan in advance, and coordinate the production and distribution with suppliers to ensure the timely supply of products while reducing inventory costs.
The improvement of customer service and experience is the key to winning the market. Before the sale, provide professional consulting services for customers and offer personalized product solutions according to customer needs. During the sales process, ensure efficient order processing and timely delivery. After the sale, establish a perfect after-sales service system, providing services such as equipment installation and debugging, maintenance, and technical training. Take Zhongyeda as an example. As the largest industrial electrical distribution service provider in China, it has built a national industrial technical service network. Through professional services such as technical services, system integration, and complete set manufacturing, it can meet the personalized needs of customers. Responding to customers' after-sales needs in a timely manner can effectively improve customer satisfaction and loyalty, and promote secondary sales and word-of-mouth communication.
