Affected by the COVID-19 epidemic, textile machinery companies experienced production suspensions and resumptions in the first half of the year. At present, my country’s epidemic prevention and control has entered a normal stage, but as the global epidemic prevention and control situation is still severe and the development prospects are still unclear, the traditional marketing and service models have been affected, and online marketing has become the transportation route for textile machinery companies in the new era.
Online marketing achieves precise docking
The epidemic has led to changes in orders and instability in the supply chain, which has brought many uncertain factors to the production and product quality of textile machinery companies. At the same time, blockades in various countries have also affected overseas markets. The layout strategy had to be reduced. The overseas exhibition and user expansion plans formulated at the beginning of the year were blocked. Many textile machinery companies gradually turned to the online expansion model. From early February to mid-July, industry-related work such as brand marketing and customer service was mainly carried out in the cloud.
The production and operation of Hubei Tianmen Textile Machinery Co., Ltd. was deeply affected by the sudden outbreak of the epidemic. Tianmen Textile Machinery immediately contacted personnel in sales, after-sales, technology and other related departments online. Conduct training, organize discussions between employees and users on related issues, and shift the focus of work online.
During the epidemic, Yichang Jingwei Textile Machinery Co., Ltd. communicated with customers through digital TV video connections, and the operating status of the products, User experience wins word of mouth. “Although the impact of the epidemic has been severe, the company’s offline communication with domestic and foreign customers has stopped, but online communication with them has become more frequent, and communication with sales agents has never stopped. Through everyone’s unremitting efforts, the company sold 20 million yuan to Russia The orders of 20 million yuan and 25 million yuan of orders signed by the company with users in Jiangsu and Zhejiang have also been finalized,” said Nie Jian, Party Secretary and General Manager of Yichang Jingwei Textile Machinery Co., Ltd.
Currently, the epidemic is still spreading around the world, but the need for economic and trade docking is very urgent. Therefore, traditional exhibitions choose Move to the “cloud” and move online. At the recently held 2020 Zhejiang (Shaoxing Xinchang) Export Online Trade Fair (South Asia Textile Machinery Bearing Special), 41 companies from Xinchang and 61 overseas buyers from India, Sri Lanka, Pakistan and other countries conducted a total of 137 meetings Through “cloud negotiation” with “one-to-one” precise docking, the intended transaction volume exceeded US$8 million. The cloud exhibition relies on cloud video conferencing technology to enable Shaoxing companies to accurately connect with overseas customers and obtain orders without leaving home. Relying on 3D modeling and other technologies, Shaoxing Textile Machinery can go global more conveniently through the “cloud exhibition” format.
“This time I participated in the South Asia Online Exhibition, and arranged business backbones to conduct a total of 19 matchmaking sessions in 4 days, to learn more about India, Merchants from Sri Lanka, Bangladesh and other South Asian countries comprehensively introduced the company’s products, reached an intention contract of US$1 million, and exchanged emails and phone numbers with the merchants for further cooperation in the future.” said the relevant person in charge of Zhejiang Kaicheng Intelligent Equipment Co., Ltd. , the company’s customers were mainly in Central America and Southeast Asia markets before. This is the first time to participate in an online exhibition to promote products to the South Asian market. It hopes to expand more high-end textile machinery markets along the “Belt and Road Initiative” in the future.
Through the cloud exhibition, textile machinery companies and users can exchange the latest technologies and trends in a “screen-to-screen” and “wired” manner.
At the “Cloud Exhibition” of the 2020 China Nantong International High-end Textile Industry Expo held recently, Germany’s Stäubli, Japan’s Tajima Embroidery Machinery, Brother Company, Taiwan’s Osima, etc. International brands, as well as more than 400 leading domestic brands such as Shanggong Richpeace, Rifa Holdings, and Qiong Praite, jointly demonstrated intelligence, automation, and high-end development in a “screen-to-screen” and “wire-to-wire” manner. international technologies and trends.
The online service model is deeply popular
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Through the operation of the Internet and video, we can quickly interact and cooperate with customers directly online to troubleshoot problems; and then choose efficient express delivery to mail and replace parts. During the epidemic, the online service model of textile machinery companies became more complete and more targeted, satisfying users. “Online services can greatly improve after-sales service and enhance customer experience.” said the person in charge of a textile machinery company.
During the epidemic, the remote operation and maintenance platform of Qingdao Hongda Textile Machinery Co., Ltd. attracted many customers to call for consultation. The reason why remote operation and maintenance platforms have attracted so much attention is because when the sold products are connected to the company’s self-built system, technicians can remotely repair the equipment through cameras, etc., and the system can also perform predictive maintenance on potential faults. “The vast majority of equipment failures can be solved online, which is beneficial to epidemic prevention and control; on the other hand, the epidemic has exacerbated the difficulty of employment in textile enterprises, and using software to reduce dependence on personnel as much as possible is more important.” Qingdao Hongda Textile Machinery Party Committee Secretary and General Manager Shao Mingdong said: “This year’s epidemic did not allow service personnel to go out. After users resumed production, many urgent problems arose. During more than a month during the tense period of the epidemic, the platform automatically pushed fault information and solutions to customers more than 1,200 times. , service personnel have provided more than 30 remote services in total.��Safeguarding the normal production of customer equipment without leaving home. ”
The COVID-19 epidemic has also encouraged companies to continue to innovate in user training, communication and other aspects.
Zhengzhou Textile Machinery Co., Ltd. is actively exploring ways to achieve timely and effective communication with customers through live broadcasts. In early July, Zhengzhou Textile Machinery Co., Ltd. Organized a “Zheng Textile Machinery Weaving Lecture Hall” webcast to meet users face to face, teach product usage skills, and answer questions for users, which was praised by customers. During the lecture event, Zhang Hongmin, senior engineer of the Zheng Textile Machinery Weaving Division, learned from the new New spinning yarns were explained in detail in terms of spinning classification, yarn structure and characteristics of new spinning yarns, suitable spinning range and application fields of new spinning yarns, and precautions for preparation before weaving of new spinning yarns. Through the on-site network We had in-depth communication with users through online connections, and answered the questions raised by users in simple and easy-to-understand terms. Users also shared their experience in solving problems in actual production. Users expressed that the content taught in the lecture hall was concise, practical, and satisfactory. Full of dry information, this method is also quite thirsty and truly achieves the purpose of sharing and learning.
In order to promote warp and weft textiles Integrated construction of the R&D platform of Machinery Co., Ltd., deepening the promotion and application of design software, and meeting the integration needs of PIM (product life cycle management) projects. Jingwei Textile Machinery held the first basic training course on Creo software application in 2020 in April, and passed The online teaching method allows students to understand the basic operations and processes of using Creo software for product design. The content and effects of the training course are satisfactory to the students. They generally believe that they have gained a lot and can provide guidance for practical work.
Since the outbreak, Kornit Digital has held a number of online live broadcasts, ranging from cloud demonstrations on how micro factories produce on-demand; to Kornit Digital demonstrations The printing process of the special machine Avalanche Poly Pro; and then working with Gerber to interpret the digital development trend of the fashion industry and micro-factory solutions… These contents have been launched online in the form of live broadcasts, cloud demonstrations, and online seminars since February this year. Through the cloud, Kornit Digital conducts business learning exchanges and discussions with customers, and this method is recognized by both parties.</p
