A "rising star" entering with differentiated products
Kotai Heavy Industry has taken full hydraulic road rollers as the starting point and has gradually become a rising star in the road roller industry after several years of development. At present, Kotai has formed four major series and more than 60 varieties of products, including fully hydraulic single steel wheels, fully hydraulic double steel wheels, fully hydraulic rubber wheels, and garbage compactors, with tonnage ranging from 3 tons to 36 tons. For over a decade, the average annual export volume of fully hydraulic road rollers has been over 200 units. The success of Kotai Heavy Industry lies more in its strong technical accumulation and production of fully hydraulic single steel wheel rollers, which accurately penetrate market gaps.
Based in the field of fully hydraulic road rollers, Kotai Heavy Industry proposed "allowing users to enjoy fully hydraulic products at a mechanical price", quickly becoming popular in the road roller market. Compared with ordinary mechanical rollers, Kotai Heavy Industry's fully hydraulic rollers have significantly improved climbing ability, road surface quality, driving safety, and work efficiency. More importantly, while focusing on quality improvement, Kotai Heavy Industry's fully hydraulic road rollers align their prices with ordinary mechanical road rollers, committed to allowing customers to enjoy hydraulic products at a mechanical price.
Hydraulic rollers use hydraulic drive, while mechanical rollers use mechanical drive. The difference between the two lies in the power control platform, which determines the development direction of subsequent control. According to Li Shunzhou, the fully hydraulic single steel wheel roller is aimed at European standards, and the brake system is cut off. The engine and pump energy system can also be cut off simultaneously, achieving emergency braking. The driver stops the engine and brakes, and there is an emergency braking button to control the crisis to the minimum; Mechanical rollers, on the other hand, need to press the clutch when braking, and hundreds or thousands of operations per day are prone to malfunctions. Rollers usually weigh tens of tons, and once a malfunction occurs, it is difficult to control. Therefore, it is common for mechanical rollers to rush down steep slopes; Secondly, mechanical rollers are generally rear wheel drive and have poor climbing ability, while hydraulic rollers can achieve dual or full wheel drive and climb steep slopes up to 45 degrees without obstacles; Once again, hydraulic rollers have the advantage of flexible start and stop. Taking tire rollers as an example, tire rollers are mainly used to roll high-temperature asphalt pavement. The use of mechanical rollers will have a thrust on the ground every time they start and stop, which will inevitably form waves on the rolled road surface. Hydraulic rollers are more flexible, resulting in a relatively high smoothness of the rolled road surface and no unevenness of the road surface.
Building brand competitiveness through multiple channels
As is well known, a brand is an intangible asset of a company. But from a market perspective, brand power is actually a practical value of the enterprise. This practical value can bring substantial profits and also bring countless loyal customers. The market performance and user reputation of Kotai Heavy Industry's road rollers fully demonstrate their product advantages. High quality products are only a part of the brand, and a brand is actually a presence that goes beyond products. While making good products, Kotai Heavy Industry creates its own unique brand image through multiple channels such as agent team building and service. In recent years, Kotai Heavy Industry has particularly shown more brilliant colors. It has initiated the establishment of the "Professional Brand Alliance for Road Machinery", integrating the marketing system from direct sales to agency system, and vigorously promoting enterprise marketing to adopt agency system.
For enterprises in the construction machinery industry, a strong marketing ability comes from the strength of their agents. If there is a lack of an excellent dealer team, even if the company's products are high-end and top-notch, the market will find it difficult to pay. Kotai has long realized the importance of agents, and the introduction of the sales concept of "treating agents as one family" precisely illustrates this point
At the scene, Li Shunzhou also specially showed the "family photo" of the senior management and agents of Kotai Heavy Industry to the reporter of China Road Machinery Network. Kotai has always adhered to the business philosophy of "people-oriented, continuous innovation, and pursuit of perfection", effectively combining its own and agent resource advantages to achieve a "1+1>2" market effect. "The relationship between manufacturers and agents is like falling in love. We should treat each other sincerely, and using or playing with others cannot last long. At the same time, we also emphasize the importance of 'matching each other's families'," Li Shunzhou said humorously.
Kotai Heavy Industry also implements a unique service strategy in serving customers, not only providing lifelong free working hours and strong psychological support, but also launching the "Spring Warmth Activity" every spring to warm the hearts of every customer with sincere and sincere service. The spring "Sending Warmth" activity is an important part of Kotai Heavy Industry's annual after-sales service work. In product production, humanized care is also reflected.
In the fierce market competition, Kotai Heavy Industry has not fallen into the vortex of low price competition, but has adopted a strategy of "raising high and striking high" in the product configuration. For example, the air conditioning in Kotai Heavy Industry's rollers is a standard item in the series of products, while some brands of rollers in the same gear adopt a price war to "shrink" the configuration. If an air conditioning configuration is proposed, an additional 5000 yuan will be required.
"Kotai Manufacturing" Sails Overseas Market
As a rising star in the field of road rollers in China, Kotai Heavy Industry has always regarded the business philosophy of "professionalism, focus, and leadership" and the mission of "making the best fully hydraulic road rollers in China". In the international market, after years of market development, Kotai Heavy Industry has initially established an overseas sales and service system, and its products are exported to more than 30 countries and regions such as Australia, Russia, Brazil, Venezuela, Saudi Arabia, Algeria, Iran, Egypt, Chile, Ethiopia, India, and Iraq. The export volume of fully hydraulic rollers ranks among the top in the domestic industry, and it has also become a representative of the "Made in China" in the field of construction machinery, renowned as a new generation of overseas enterprises. November 29, 2014 was even more exciting for all Kotai people, and this day will also be recorded in the history of Kotai Heavy Industry's development. 100 fully hydraulic rollers were exported to North Africa, marking the largest export order for fully hydraulic rollers in China's construction machinery industry to date. In the midst of a sluggish industry market, Kotai Heavy Industry's overseas markets have been thriving, once again confirming Kotai Heavy Industry's impressive strength in product and brand development.
Good market performance and excellent product quality make "KOTAI", a low-key and progressive national brand, increasingly unique in charm. Li Shunzhou said, "In the future, Kotai Heavy Industry will focus more on product quality, refine its full hydraulic roller products, further improve stability, and establish a stable brand image in the minds of customers." We believe that Kotai Heavy Industry will move towards a more brilliant future.
