Looking at the changes in the positioning of the machine tool industry, the integration of manufacturing and service industries

It has been reported that China's machine tool industry has been five or six years old. During this period, the reporter found that the thinking of senior executives in the industry has undergone great changes. They pay more attention to the changes in their relationship with customers. They believe that the value of users is higher than the value of the company. Only by understanding customer needs in depth, product innovation, and service can win the market, and make the company survive and develop.

Give two examples.

First, when interviewing the largest machine tool group in China, Guan Xiyou, chairman of the group, told reporters that customer first is the company's business philosophy. The company's new product development model is also the first to investigate the actual needs of customers and acceptable price range before proceeding to research and development.

Second, Cui Zhicheng, the head of Beijing No. 1 Machine Tool Plant, told reporters that in 2005, North 1 had launched the first 9-axis 5-turn milling and compounding machining center with complete independent intellectual property rights in China. Special reports have been made, but unfortunately, the product has not yet been mass-produced. The reason for this is that Cui Zhicheng thinks that there are two aspects. One is that the market promotion of the company is not enough, and the other is that the product may be somewhat advanced and the customer needs a process.

Cui Zhicheng said that in the future they will optimize this product to make its interface more concise and easier to operate, and to split some functions according to different user needs.

From this, it is not difficult to see that our industry companies have strengthened their customer-centric philosophy.

However, in the past most of the Chinese machine tool industry was state-owned. Due to the long-term impact of the planned economic system, most of the companies focused on me. Whatever was easy to produce, what to sell, not what to do to serve customers, but to adapt the market. Yourself. In this way, the opportunities brought about by the rapid development of China's industrialization have been lost, and it is in a weak position in market competition.

Academician Guo Chongqing of Tongji University believes that the machine tool industry is a manufacturing industry that provides capital goods to the manufacturing industry. It should be a middle-investing productive service industry. It should not only provide producers with a tailor-made product, but should also be a whole. The optimal solution, a "product-service" package. This must have a transformation of industry attributes and customer-centric marketing concepts.

It seems that the reporter can understand why Shenyang Machine Tool has changed from a machine tool that has been manufacturing for nearly 40 years to a one-touch automatic machine tool. This is not just a product of optimization, it is an extension of thinking.

As the machine tool industry enters mass production, with the continuous expansion of the use of high-performance machine tools, beginners' feasibility work or unmanned operation by remote operation becomes possible, that is, the requirements for the proficiency of operators are gradually increasing. reduce.

In fact, due to the difficulty in finding skilled people in the general labor market in recent years, the equipment has been requested to be able to operate with simple training.

Therefore, it is not difficult to understand why the demanders of machine tools are more and more interested in companies that have system integration capabilities and can provide complete solutions for “system-integrated enterprises” or “providing services”.

This includes that machine tool users will require complete service and support throughout the equipment life cycle, and that such service activities and engineering assistance functions will account for a significant portion of the total revenue of the machine tool company. This will become a new business model that will change the low profits of the machine tool companies in the sales of standard stand-alone equipment due to brutal price competition.

From this point of view, the boundaries between manufacturing and service industries have become increasingly blurred and the relationship has become increasingly close. The positioning of the machine tool industry should not only be equipment manufacturing, but should also be the integration of manufacturing and service industries.