My father produces assembly hydraulic presses, and I am helping my father now. I want to make this factory bigger, but I don't know the sales channels and marketing channels of this kind of products.

1. The marketing model has changed from simplification to diversification.

Before 1980s, under the planned economy system, the market belonged to the seller's market, and the scale of manufacturers was relatively small. The marketing task is basically product delivery and after-sales three-guarantee service, forming a single direct sales model. Under the direct selling mode, manufacturers set up branches or offices in various places and send their own sales and service personnel to directly face the end users to carry out sales and service work. At present, the market competition is not sufficient, especially the channel development has just begun, and manufacturers basically have no more choices in the sales model.

From the 1980s to the mid-1990s, with the reform and opening up and the expansion of the market, the social demand for construction machinery products increased significantly, the number of production enterprises increased, the scale of enterprises expanded and the competition intensified. Consumer groups have also developed from the collective purchase of construction units to the multi-level development of units, small groups and individuals. The traditional direct selling model can no longer meet the requirements of development, and manufacturers begin to look for a new marketing model-agency model to meet the challenges of the market. Agency mode is a sales mode in which manufacturers sell their products in a certain area through large-scale and powerful agents and provide users with three guarantees of service. However, at this time, the agent scale is relatively small, and the product range of the agent is mainly limited to conventional scale products, and the direct sales model still dominates.

After the mid-1990s, the construction machinery industry in China entered a stage of rapid development. State-owned, private, joint ventures and other enterprises participate in market competition, and the market scale and production capacity are unprecedentedly expanded, which directly promotes the development of channels. The dominant position of direct selling mode is gradually replaced by agency mode, especially the loader and excavator, two construction machinery products with the largest sales volume, almost all adopt agency mode.

The prevalence of agency model makes the problems of cost and risk begin to appear. At the same time, with the development of domestic financial market, the conditions of micro-credit are relaxed, and the sales model of pure financial leasing has also begun to enter enterprises. Therefore, in order to reduce costs and risks, mixed marketing modes such as direct selling, agency and financial leasing have become the choice in this period.

2. The future development trend of marketing model

Under the market conditions of oversupply and serious homogenization, agency system is the most vital marketing model. The reasons are as follows: First, the market in China is too big, and the development in different places is uneven, so it is difficult for manufacturers to face users in different markets independently. Choosing agency mode is equivalent to choosing localization; Second, make rational use of regional marketing resources and strong distribution ability of agents; Third, the integrated enterprise operation mode of procurement, production and sales does not conform to the trend of economic globalization. With the deepening of the division of labor and the strengthening of the strength of agents, the agency system will be a trend and there will be more and more room for development.

In addition, the characteristics of construction machinery products are very suitable for financial leasing, but the development of financial leasing is slow due to the short market development time, low national credit level, strong user autonomy and unique purchasing psychology. With the maturity of the market, financial leasing will gradually become an important part of the marketing model in the post-market era.

At the same time, with the increase of social possession of construction machinery products, the increasing demands of users for construction quality and efficiency, and the further specialization of social division of labor, it is also an effective sales model for manufacturers to set up their own construction companies, especially for the promotion of new products. In this regard, De Bao Guo has a lot of experience to learn from. The extensive development of Internet technology provides conditions for enterprises to use online sales. In the future, online sales will gradually increase with the development of the post-market era, and the share will gradually increase.

Choice of marketing mode

1. Factors that determine the marketing model

Under the modern market conditions, for most enterprises, there are three key factors that determine their marketing model: one is channel efficiency, the other is channel cost, and the third is channel risk. Channel efficiency refers to the efficiency of distributing products to target customers through channels; Channel cost refers to the cost paid by enterprises to use and manage channels, including the direct cost of establishing channels and the indirect cost of managing channels; Channel risk refers to the significant impact or loss that the channel change or failure may bring to the enterprise.

2. The scope of application of various marketing models

From the marketing theory, the direct selling model is suitable for products with high value, high technology content and small market demand, as well as the promotion and sales of new products; The agency model is suitable for products that need to be sold on a large scale, which can reduce the sales cost of manufacturers and expand the distribution scale, but it is relatively difficult for manufacturers with more types of products to adopt the agency system; The mixed mode is suitable for manufacturers to sell different types of products in different regional markets, and its main characteristics are to improve channel efficiency and disperse channel risks.

3. Steps to determine the marketing model

(1) Comprehensive analysis of key factors affecting the marketing channels of enterprises: mainly including product characteristics, technical content, market demand and enterprise scale; Brand influence, market share, current channel level, industry scale and maturity; Channel cost, efficiency and risk; The development stage of the enterprise, etc.

(2) Analyze the advantages and disadvantages of different marketing models for enterprise development, and formulate marketing model scheme.

(3) Evaluate the marketing mode scheme. Its core is whether the marketing model adapts to the reality of the enterprise and whether it matches the internal and external resources of the enterprise.

(4) The determination and implementation of marketing mode. In the process of determining the marketing model, the core is to grasp the marketing ability and development stage of the enterprise.

(5) Adjust the marketing mode in practice.

Risk control of marketing mode

Any marketing model has its advantages and risks, and the key is how to use the advantages and control the risks.

1. Risk control of direct selling mode

The biggest drawback of the direct selling model is that with the expansion of the market and enterprise scale, only by constantly expanding the marketing team can we meet the growth of market demand, and the management cost will increase accordingly, and the management difficulty will gradually increase. Sometimes, in order to ensure sales performance and better serve users, it is necessary to transfer personnel from other departments of the enterprise, which weakens the R&D and production strength of the enterprise. To prevent the risk of direct selling mode, we should mainly consider the labor cost and distribution efficiency, implement the agency system or other modes in a timely manner, and gradually reduce the proportion of direct selling in marketing. 2. Risk control of agency mode

With the gradual concentration and integration of agents to several major agents, the influence of agents on manufacturers is very important. Manufacturers not only face the credit risks of agents, such as not paying back money in time, violating distribution policies, lowering service standards, reducing brand loyalty, and acting as agents for competitors' products, but also face the risks of operating ability, such as the lack of market development ability, self-development ability and sustainable operation ability of agents.

The most effective way to reduce the risk of agency mode is to eventually develop agents into strategic partners of manufacturers, such as taking capital as a link, allowing agents to invest in shares and take risks, or making agents become brand franchisees and specialty stores. Secondly, strengthen the guidance and management of agents, mainly including the control of the credit status, sales ability and implementation of sales policies of agents, as well as the qualification evaluation and examination and elimination system of agents.

2. Adopt various marketing models to minimize risks.

Different marketing models have different characteristics and applicability. For different products in different development periods, manufacturers can adopt various marketing modes, such as financial leasing, establishing construction companies and online sales, so as to minimize risks. However, it should be noted that the emphasis and proportion of various modes should be appropriate and reasonable. Don't promote a mature market sales model in an immature market, and don't swing back and forth between the two models.

Take Nanfang Road Machinery as an example. In the past few years, there was basically only one marketing model of concrete mixing equipment. Now it is a mixed marketing model of direct selling, internal agency and external agency. The new marketing model has begun to bring new development momentum to manufacturers. Another example is He Shan Intelligent, Anhui Xingma and other enterprises, which choose the mode of direct selling plus agency. These are typical success stories.

3. Use the innovation of marketing model to reduce risks.

Innovation is the eternal theme of enterprise development. Only by persisting in the innovation of marketing mode can enterprises truly control risks and develop better and faster. The innovation of marketing model can choose two directions: one is differentiation, and the other is integrated marketing. Differentiation means that products have competitive advantages in core technology, quality, reliability and operational efficiency. Integrated marketing refers to creating characteristics in overall marketing. Products may not have advantages, but after being combined with other aspects such as services or payment methods, they form their own competitive advantages. For example, in the integrated marketing of Nanlu Machinery and foreign famous brands, agents sell equipment to users through mortgage, installment payment or leasing for sale, forming a special form of financial leasing.

4. Establish a risk management mechanism

No matter what marketing model manufacturers adopt, there will be risks, so it is particularly important to establish a risk management mechanism. Manufacturers can effectively control risks by clearly stipulating the sales conditions in various modes, such as full payment, installment, installment period, down payment amount, credit policy to agents, guarantee system, and buyout definition, and using the accounts recovery system, user file information management system, credit management system, and market supervision system.

In a word, with the development of China construction machinery industry and the perfection and perfection of the whole credit system, the agency system will surely become the mainstream marketing model, but it is not the only choice, and new marketing models will continue to emerge. No matter which marketing model is adopted, the pursuit of low cost, high efficiency and zero risk will be the best choice. Manufacturers can try marketing modes such as direct selling, internal agency, external agency, franchising, mixed sales, financial leasing, building companies and online sales. The key is to find the mode that suits you best and ensure that the risks are controllable. Mode innovation will be an eternal theme, and enterprises with continuous innovation will benefit from it.

How to ensure the effectiveness of marketing planning activities of construction machinery products

Construction machinery products mainly include mainframe, spare parts and related technologies and services. Constantly improving the sales volume of this kind of products is the pursuit goal of the sales staff of every construction machinery production enterprise. In the sales work, it is necessary to take necessary marketing planning activities to improve the brand awareness of enterprises, promote newly developed products, consolidate the leading position of traditional markets, develop markets in potential areas, and safeguard the customers of distributors and end users.

Most users of construction machinery products belong to rational consumption, and short-lived and flashy marketing methods will not be recognized by them. Stable product performance and fast and convenient service means will always be the purchase motivation of such consumers. Therefore, all marketing activities must focus on the purchasing psychology of end users, mobilize the enthusiasm of dealers, and promote them in a focused and hierarchical manner, so as to ensure the integrity and durability of marketing planning activities.

The theme of the activity should be distinct and conform to the market rules.

In order to ensure that the planning activities can be carried out in an orderly manner, there must be a distinct theme as the guiding ideology of all actions. This topic should be judged accurately according to the actual situation of this planning activity (including motivation, time, place, expected input cost, etc.). ) and market analysis (including competitor's current advertising behavior analysis, target consumer group analysis, consumer psychology analysis, product characteristics analysis, etc. ), and then by fostering strengths and avoiding weaknesses, extract the most important at present. Don't choose too many topics, only a single topic can fully convey the information you want to convey to the target consumer groups, attract the attention of the audience, and it is easy to remember the information that the enterprise wants to express.

Choose the theme of construction machinery product planning activities, generally should consider the following points:

■ It is closely related to the interests of the target consumers.

Specifically, it includes two aspects: first, it should have affinity to make users feel close and comfortable, not bored; The second is to have credibility, and promises and expected results cannot be exaggerated.

■ Consistent with brand positioning.

This is also the key to implementing brand strategy by using promotional activities. The formulation of any theme should be extended and exerted around the core of brand, and ultimately enhance the brand value of products.

■ novel and interesting.

Planning the theme should not only have a sense of the times, but also avoid stale and boring phenomena. It also has certain news value, which can arouse public opinion and industry attention in a certain range and create a good word-of-mouth effect.

■ The theme is easy to spread.

We should fully consider the communication effect of factors such as propaganda media, promotion methods and user acceptance. For example, in the way of gift promotion, users of construction machinery products especially welcome work clothes and lubricating oil gifts, and enterprises can instill refined planning themes into users in these gifts to achieve the best communication effect.

■ Rules should not be too complicated.

The process of formulating activity rules should be rigorous. Activity rules should be simplified and easy to operate and control. We should fully consider the patience and understanding of consumers and let them participate in promotional activities in a relaxed atmosphere.

■ Prevent being imitated by competitors.

When planning activities, we must consider whether competitors will follow up, how to follow up and how to stop it. Only by analyzing competitors in detail can we consider how to please consumers.

While implementing the above principles, we should also remember to follow the market rules when formulating the theme of planning activities. Sun Tzu's Art of War said, "Whoever fights will be surprised." The "positive" mentioned here is the law to be based on when planning and acting. The laws of promotion activities mainly include the laws of value, supply and demand and competition. In particular, we must grasp two key points: first, integrity protection, and second, interest-driven.

In the marketing process of construction machinery products, the value orientation of dealers not only pays attention to the sales profit, but also pays special attention to the brand effect of products and the service work of factories. Because of the strong support of these measures, the popularity of dealers will increase accordingly, the capital cost of purchasing accessories and maintenance personnel will also be saved, and the business rhythm will not be tense. What the end users care about is the quality and performance of products, and the timeliness of service of maintenance stations and parts supply points, so as to ensure the normal operation of the main engine and parts and reduce the losses caused by failures.

Market positioning should be accurate and promotion measures should be effective.

The market positioning process of construction machinery products is the process of differentiation of industrial enterprises, that is, the process of finding differences, identifying differences and showing differences. There are usually three steps as follows:

■ Identify potential competitive advantages.

This is the basis of market positioning. Usually, the competitive advantage of an enterprise is manifested in two aspects: cost advantage and product differentiation advantage. At present, the price war in the construction machinery industry has basically exhausted the cost advantages of various enterprises. At present, it is difficult to give full play to the cost advantage of products, so it is necessary to make more efforts on the differentiation advantage of products, that is, enterprises can provide products and services that can meet customers' needs better than competitors in terms of quality, function, variety, specifications and appearance.

In order to achieve this goal, enterprises should first conduct standardized market research to truly understand the characteristics of the needs of users in the target market and the degree to which these needs are met. In addition, we should also study the advantages and disadvantages of major competitors and evaluate competitors from the following three aspects: first, the operation of competitors; The second is to evaluate the financial ability of competitors, including profitability, capital turnover and debt repayment ability; The third is to evaluate the core marketing ability of competitors, mainly including the level of product quality and service quality.

■ Positioning of enterprise's core advantages.

The so-called core advantage is that it can clearly distinguish the advantages of competitors in the market compared with the main competitors. Therefore, when identifying the core advantages of an enterprise, we should classify all the business activities of the enterprise, compare and analyze the main links such as R&D, production, cost control and operation with competitors, and finally form the core advantages of the enterprise.

■ Develop strategies and give full play to core advantages.

The core advantages of enterprises in management will not be fully displayed in the market automatically. Therefore, enterprises must formulate a clear market strategy to fully demonstrate their advantages and competitiveness.

Based on the core advantages of integrated enterprises, manufacturers can choose tit-for-tat and other market positioning strategies, fill in the blanks and find another way according to the market positioning of their products. In order to ensure the implementation effect of these strategies, the promotion means must be effective, mainly including:

■ There should be sufficient market investigation, analysis and summary.

When developing and consolidating products in the target market, it is essential to conduct detailed market research. It is necessary to spend enough time studying end users, channels, competitors and other objects. In addition to finding out the general research items such as price, market capacity and vehicle configuration, it is also necessary to focus on summarizing the development trend of the local market, the potential demand of end users, the profit expectation of dealers, the advantages and disadvantages of competitors, etc. This is also the focus of product market planning, which indicates the promotion of products.

The commonly used price concessions for construction machinery products can be calculated in monthly and annual batches, and there are other concessions for franchisees and regional agents. In the initial stage of new product launch or in order to regain the lost traditional market, in order to achieve results in a short time, manufacturers have to adopt special preferential price policies to attract the attention of end users and distributors. In order to make proper use of these preferential price policies and achieve obvious results, it is suggested that the total amount of preferential prices should be greater than the corresponding total amount of preferential prices of benchmarking competitors, so that the price policies are attractive, dealers are willing to accept them, and the profit-making space of end users will increase accordingly. It is worth mentioning that increasing price concessions will induce vicious price competition in the industry. It is necessary to make clear the bottom line of maintaining price concessions, find another way, and make more fuss about the time and method of rebate to attract users. For example, in the case that the distribution unit is not in arrears, it can take the form of secondary rebate or credit sale, financing lease, and renting for sale.

■ Promoters should be capable and sufficient.

Promoters of construction machinery products are not only responsible for market development, payment collection and information transmission, but also have the ability of on-site demonstration, equipment debugging, maintenance and explanation, which requires higher quality. Especially during the development of new product market, the target market should be equipped with capable promoters, evenly distributed in various market areas, which is conducive to the promoters to study the market carefully and have enough time and energy to visit users and solve problems for users.

■ Strengthen the pertinence of advertisements.

Advertising of construction machinery products can be divided into static and dynamic categories. Static advertisements mainly refer to print advertisements such as picture pages (books), periodicals and newspapers; Dynamic advertisers mainly refer to on-site promotion activities such as product demonstration and simulated operation.

In order to deepen users' real feelings about the reliability, practicality and novelty of products, the faster and more effective way is to strengthen the pertinence of advertisements. It is best to add words and images such as data comparison and end-user goodwill to static advertisements to highlight the uniqueness of products. The propaganda language should be easy to understand, concise and clear, and the propaganda slogan should be catchy and easy to spread. The publishing place of dynamic advertisements should be located around sites where users are concentrated, such as construction sites, exhibitions, conferences, etc., and skilled personnel should be selected to operate them, explaining the operation principle and operation and maintenance points of the machine in detail, clearly showing the good performance of the host (components) to users and stimulating their desire to buy.

■ Timely service means.

Limited by the educational level and operating experience, the users of construction machinery products have different levels of maintenance and repair. In addition, it is difficult to implement standardized maintenance and maintenance behavior for products that work overtime and overload for a long time. Therefore, in order to gain a sense of security in using products, users have higher requirements for after-sales service. Before buying the mainframe, the first problem users need to solve is to determine whether there are three-package stations in the local area, and even go to the parts library to check whether the varieties and models are complete, so as to get comfort.

Therefore, the timely supply of accessories (especially non-universal accessories) is the key to determine the quality of service. It is necessary to ensure that there is a transit warehouse for common maintenance parts within the range of Fiona Fang 100 ~ 200 km of the main sales and newly developed regional market.

In order to arouse the service enthusiasm of service providers, the single-machine lump-sum service fee system may not be implemented during the market development of new products, and the maintenance service hours, business trip subsidies and transportation expenses incurred during the service period of service providers shall be fully borne by the factory, so as to eliminate the cost concerns of service providers and provide timely and thoughtful services to users wholeheartedly.

In the implementation of the above promotion methods, we often encounter some problems and contradictions, for example, too many three-package bedding will form a large amount of capital occupation, and too many on-site promotion personnel will increase sales expenses and affect the quality of economic operation. In order to reduce the impact of these contradictions, we can close a marketing planning activity in some areas according to the actual situation, concentrate marketing resources in the target market, and use TV, wall, exhibition, forum, home visit and other advertising forms to create a brand atmosphere and enhance the promotion effect.

The planning content should be thorough and operability should be highlighted.

Sun Tzu's Art of War said that "those who do not seek the overall situation do not seek territory, and those who do not seek territory do not seek the overall situation", emphasizing the importance of thoroughness in strategic activities. The thoroughness of marketing planning mainly comes from the staff's careful understanding of the market, keen insight into the market and rich planning experience. The action plan should be realistic, operable and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost.

In order to plan the activity more carefully, we can divide the activity into several large blocks, delineate the process, refine the division of labor and determine the detailed steps. Each detailed task should be decomposed into the responsible person, the requirements and main points of the task should be clear, and how to do each detailed block in the activity should be determined. Determine the time schedule, arrange the progress of the overall activities, come up with a detailed timetable, and clarify the completion time of each detailed division of tasks.

Generally speaking, the time, place, purpose and other matters in the planning content of meetings (such as business meetings and product promotion meetings) are relatively fixed, and the forecast of the development trend of the situation is good, and the requirements for careful planning are high. It is necessary to conduct on-site inspection and cost comparison about 15 days in advance, and the product promotion meeting will also compare the operating sites and select the test sites that can help give full play to the product performance. Make detailed plans, meeting agendas and budget plans, and divide employees into several groups according to their functions. For example, the Expo can be divided into reception group, secretary group, transportation group, exhibition group, life group and so on. The product promotion meeting can be divided into reception group, publicity group, operation group and debugging and maintenance group. , and then prepare according to the specific work content. It is necessary to conduct a field exercise before the product promotion meeting, and make necessary adjustments if irregularities are found. During the meeting, it is necessary to arrange the meeting schedule scientifically, set up the meeting groups reasonably, make clear the matters needing attention, make the meeting guide concise and to the point, and let the participants have a book in their hands to dispel doubts.

However, due to the influence of market and user demand, there are certain uncertainties in product promotion and promotion activities. Therefore, the promotion measures should be based on principled and directional suggestions, leaving room for the promotion supervisor to act according to the actual situation of the market and meet the needs of the market and users to the maximum extent. In order to ensure the thoroughness of product planning activities, it is very important to emphasize the monitoring and adjustment links. It is necessary to have a special person to monitor the whole planning activity, collect feedback from sales service personnel, dealers and users, put forward improvement suggestions to the decision-making department, and make necessary sales policy adjustments to ensure that the planning activity is carried out in a reasonable and orderly manner.

While ensuring the thoroughness of planning activities, we should also consider the operability of the plan. First of all, consider whether the plan can be implemented smoothly. We should fully consider the actual situation of the market and the strength of the product itself, and the goal should not be too advanced. We should also prevent the planning requirements from exceeding the ability of the implementer and the financial resources of the enterprise, so as not to be stretched. Secondly, the principle of fairness and equality should be embodied in the planning scheme, and the continuity and permanence of the sales policy should be fully considered, so as to prevent users from refusing to accept it in pursuit of short-term sales goals, lowering standards or increasing discounts, resulting in inconsistent and inconsistent results and making users feel cheated.

The most important thing is that the plan should be attractive. In order to make users accept it, there should be some provisions on interest temptation to increase users' interests. These regulations should be an extension of the previous sales policy, and they are all linked to the purchase volume. The greater the volume, the more benefits will be gained, which will make dealers feel that the income from capital investment is greater than the income from operating other brand products. End users feel that they can enjoy excellent after-sales service after purchasing products, which is very attractive to users.

The operational planning scheme should be described in the following copywriting structure:

■ Market background.

What changes have taken place in the market, the gains and losses of listed products, the trends of competitors, etc. , should be as concise as possible.

■ Publicity plan.

The expected sales volume of the current market needs the support and cooperation of those media, and the names, time periods and prices of the relevant media can be clearly written.

■ Market development.

In order to ensure the completion of the sales task, what are the gaps in the current market area, how to maintain customer relations, the sales policy support needed, and how to curb the development of competitors.

■ terminal promotion.

Mainly refers to all kinds of promotional activities carried out around the sales peak season or specific theme promotional activities, and the relevant inputs needed include human resources, public relations, product distribution, user return visits and other activities.

■ Input and output.

Through the investment of various expenses in the early stage, we can estimate what kind of return the promotion activities will produce, so as to evaluate the effect of planning activities.

It is necessary to be clear about the effect and budget, and to have a plan to deal with emergencies.

Understanding the prospect of marketing planning activities shows that planners and executors have a full understanding of the market, choose the right theme of planning activities, have full foresight for the development of planning activities and have strong market control ability, which is one of the important inspection contents to measure the ability of market development and consolidation.

Knowing the effect of the planning scheme is not only to know how much the product sales can reach, increase the market share by a few percentage points, and complete the sales revenue and profit, but also to predict the market trends such as users' feedback and competitors' coping styles after the product is put on the market, and analyze it in combination with the quantity and state, so that the conclusion will be more comprehensive and the certainty of handling problems will be enhanced, and good promotion results can be achieved.

Knowing the budget of the planning scheme can help decision makers find the most economical way to carry out promotional activities. In addition to estimating some fixed budget expenses (such as discounts, personnel, advertising, conference accommodation, transportation, etc.). ), they also have to estimate some variable costs, such as maintenance fees, handling fees, public relations fees, etc. Therefore, the cost consumption of planned activities can be strongly controlled to ensure high-quality economic operation.

In order to ensure that every link and every specific work of the planning activities are running well, handled properly and foolproof, it is necessary to have a plan to deal with emergencies and enhance users' sense of security. The plan focuses on solving unpredictable emergencies, and mainly lists the contents, prevention methods and treatment methods of emergencies. Specific examples are as follows:

Pay close attention to and supervise the implementation effect of planning activities, collect, summarize and summarize them, and make corrections and improvements in time.

Paying attention to and supervising the implementation effect of planning activities means that supervisors can qualitatively and quantitatively inspect, control and evaluate the executors and departments in the process of promotion activities, and correct all kinds of problems found in time. It includes the following links:

Check → Evaluation → Scoring → Assessment → Summary.

Inspection: refers to the inspection of whether the progress and arrival rate of the implementation activities meet the planned requirements.

Evaluation: according to the inspection results, evaluate whether it meets the work standards and plan requirements.

Scoring: Scoring the work results according to the scoring standard.

Assessment: Assess all departments and individuals according to assessment standards and methods, put forward corresponding rewards and punishments, and put them into practice.

The second is the credit status and financial data of mechanical competitive enterprises above designated size. The main contents include: main business activities, industry code, number of employees at the end of the year, total annual business income, total assets, total industrial output value, industrial sales output value, industrial added value, total current assets, total fixed assets, main business income, main business cost, main business taxes and surcharges, other business income, other business profits, financial expenses, operating profits, investment income, non-operating income, total profits and total losses. Payable income tax, advertising fee, research and development fee, cash inflow from operating activities, cash outflow from operating activities, cash inflow from investment activities, cash inflow from financing activities and cash outflow from financing activities.