Since the second half of 2011, the domestic CNC cutting machine market has shown signs of contraction due to the impact of the global financial environment. According to statistical data from relevant departments, more than 70% of domestic CNC cutting machine manufacturing enterprises are facing varying degrees of sales decline. How to improve the sluggish market situation and create new sales channels for the domestic CNC cutting machine market? Taizhou Shuanghui Machinery Equipment Co., Ltd., which has been engaged in the research and development of CNC cutting machine equipment and market sales for many years, believes that it is imperative to actively implement differentiated development in the CNC cutting machine market.
Taking a differentiated competition route has become a common topic in the CNC cutting machine industry. Due to the relatively low threshold of the CNC cutting machine industry and the similarity in appearance and performance of products among domestic CNC cutting machine enterprises, there is a serious problem of homogenization in the industry. As a result, the fierce price war between CNC cutting machine enterprises has also led to many CNC cutting machine equipment being in a "meager profit" predicament.
Faced with the problem of homogeneous competition, many CNC cutting machine enterprises will realize the necessity of adopting a differentiated competition route. However, differentiated competition is not a simple matter. On the one hand, there are many points where differentiated competition can be achieved. Taking different differentiation routes will require different resources and inputs for enterprises. On the other hand, some so-called methods to break free from homogeneous competition will also have a significant discount after many CNC cutting machine companies rush to compete, such as brand strategy. Many CNC cutting machine companies blindly package and hype up their white brands without sufficient knowledge of brand marketing systems, seriously lacking the foundation to support brand value. As a result, many CNC cutting machine equipment, apart from different brand names, trademarks, and advertising slogans, still have little difference.
How to find the most suitable differentiated path for enterprise development based on one's own characteristics requires careful consideration and analysis. Wuhan Xinhong Weiye believes that for general CNC cutting machine enterprises, it is not easy to achieve perfect standards by covering all aspects of their products. But if a company, based on the specific needs of its target customer group, achieves perfection in a certain aspect and forms core competitiveness, it is sufficient to support the development of the company.
Enterprises need to position themselves in the market based on their actual objective situation. By accurately and comprehensively positioning their products, enterprises, competitive positions, and target consumers, they can strictly distinguish themselves from other competing enterprises and make consumers clearly feel this difference, thereby occupying a certain position in the minds of consumers.
Some powerful enterprises can explore the market at the technical level through independent research and development, striving to become industry leaders. Such differentiated products have considerable competitive strength. However, in the CNC cutting machine industry, only enterprises with real research and development capabilities and core technologies can engage in product differentiation at the substantive level. At the same time, simply being technologically advanced and filling market gaps is far from enough. To maintain a certain advantage in market competition, it is even more necessary to closely integrate research and development achievements with product usage experience, and provide products that are more in line with consumer needs.
To take a differentiated approach, it is also necessary to put in a lot of superficial effort. Among many similar products, how to attract consumers in the first time and leave a deep impression on them also requires enterprises to use their brains and work more on the packaging, style, color, and other aspects of CNC cutting machine equipment.
In addition to product differentiation, for CNC cutting machine enterprises, more differentiation competition mainly manifests in service. Good service not only helps to enhance the corporate image and reputation, but also contributes to the brand value
