How to explore customers

In the economic depression of other countries, only China has a strong development momentum, and China is becoming a manufacturing center in Asia and even the world. Therefore, foreign logistics enterprises with strong dividend advantages have rushed to China. With advanced logistics technology, rich management experience and global network, they began to advance into the gradually opening logistics market in China. Under this condition, China's logistics enterprises should quickly select target customers for market positioning, adopt differentiated market management countermeasures and strengthen services, so as to improve market competitiveness.

First, we must first enter the interior and the supply chain system of the target customers.

Since the 1990s, with the progress of science and technology and the development of productivity, the consumption level of customers has been continuously provided, the competition among enterprises has become increasingly fierce, and the great changes in the political, economic and social environment have greatly increased the uncertainty of the whole market demand. The traditional "vertical integration" management mode can no longer make enterprises respond quickly to the rapidly changing market, so the "horizontal integration" operation mode represented by "supply chain management" came into being.

Supply chain management emphasizes the establishment of strategic cooperative relationship between core enterprises and the best enterprises, and entrusts these enterprises to complete some business work and concentrate their energy and resources. By re-designing the business process, they can do the key business work that their own enterprises can create special value and are superior to their competitors. This will not only greatly improve their competitiveness, but also benefit other enterprises in the supply chain. Under the guidance of supply chain thought, logistics outsourcing has become an important part of supply chain management in many enterprises. Therefore, whether in theory or in practice, we all see that it will be of great benefit for logistics enterprises to enter the customer's supply chain system, improve their competitiveness and obtain more stable development opportunities. Of course, logistics enterprises must be able to provide customers with timely, safe and economical services, so that customers' production or sales goals can be successfully realized, and it is possible to get opportunities as partners.

At present, China's existing logistics supply capacity is generally greater than the logistics market demand. Traditional logistics enterprises are small in scale, with scattered transportation capacity, and the transportation capacity is far less than the transportation demand scale of user enterprises, and the storage supply capacity is slightly surplus. The total logistics supply capacity is greater than the logistics market demand and the logistics supply capacity is very scattered, which shows that user enterprises now have more choices, and the market competitiveness of traditional logistics enterprises in China is worrying. Under the premise of such a market, it is very lucky to get a sustainable customer. At present, many user enterprises only sign one-year entrustment agreements or contracts with logistics enterprises, which is based on such a market premise. Although many user enterprises will still consider getting the whole family's logistics service when looking for cooperative logistics providers, if logistics enterprises still try to win users by reducing prices, they will undoubtedly step into the quagmire of a vicious circle.

Therefore, traditional logistics enterprises should determine their target customer groups as soon as possible, provide them with appropriate logistics services, and even tide over difficulties with them when necessary, and strive to enter the supply chain system of user enterprises and grow together with them.

In the past, traditional logistics enterprises did not bear any market risks for users, but today it seems difficult to realize the idea of letting logistics enterprises share risks for users. However, if logistics enterprises can think more and do more things for enterprises in cooperation with user enterprises, and let logistics services bring competitive advantages to users' products, it is possible to share the fruits of customers' development and take root in the supply chain system of user enterprises.

Two, the use of "one-on-one" approach, the implementation of "keeping a close eye on people" to customers.

It is not easy for traditional logistics enterprises to enter the supply chain system of target customers. Here, the satisfaction of user enterprises with the services provided by logistics suppliers is very important, and "one-to-one" marketing is an effective way to solve the requirements of traditional logistics enterprises and provide users with satisfactory services.

The so-called "one-to-one" marketing, interpersonal relationship marketing and customer relationship management mean that enterprises are willing and able to adjust their business behavior according to the special needs of customers.

Traditional logistics enterprises, as logistics suppliers, on the one hand do not have resource advantages, on the other hand, they have to face multi-level customers. The scale and strength of these customers' enterprises, their development planning in the region, their understanding of modern Wuhan and their requirements for Wuhan services will vary widely. Traditional logistics enterprises always hope to develop logistics services and develop more customers on the basis of existing storage and transportation resources. From the point of view of theory and practice, it is difficult to cover everything. Traditional logistics enterprises should pay attention to the following three aspects.

First of all, in terms of market positioning, we should follow the principle of "unfamiliar". "Focus" means professional service, "focus on customers and services", "extended service" means service variety innovation, and "Excellence" means service technology innovation.

Secondly, when formulating logistics service strategy, the most appropriate guiding ideology is to start from childhood and start from simplicity.

Third, when formulating logistics standards, we should consider our own ability to serve resources and create and maintain the credibility of our own brands. In order to ensure the stability of service quality, the most effective choice is to shrink the market. If there are too many customers, it is difficult to meet the personalized requirements of customers at the same time.

In short, when traditional logistics enterprises implement "one-to-one" marketing, they should determine different service contents and formulate different service plans, including adopting different price strategies for customers who need strategic support and customers who need tactical support. In the process of implementing "one-to-one" marketing, enterprises can agree on service standards with user enterprises and formulate logistics solutions, which will be more targeted and easier to achieve customer satisfaction.

Third, of course, we must improve the standards in four aspects in order to "retain" customers.

Global economic integration has spawned modern logistics, and modern logistics services provide comprehensive logistics services for user enterprises. Although there are still many local enterprises in China who have a one-sided understanding of the Five Rings and are still simply looking for the cheapest logistics services, in the future development, with the deepening of the internationalization of enterprises, the understanding and demand for integrated logistics services will further increase, not only in warehousing, local distribution, information consulting and other "traditional and standard" logistics outsourcing services, but also put forward higher requirements for logistics suppliers. It will also put forward new services in inventory control, warehouse address selection, transportation mode selection, freight and payment settlement, and even require logistics enterprises to provide professional services to help them make strategic decisions such as delayed production, virtual warehouse, inventory ownership and distribution network optimization.

Judging from the current situation, compared with foreign capital and some advanced logistics enterprises, China's traditional logistics enterprises have a big gap in order processing ability, information feedback ability, project planning and promotion ability, process management ability and so on. This also shows that only by improving the level of these four aspects can traditional logistics enterprises improve their competitiveness.

Order processing ability refers to whether the five-ring enterprise can handle the orders of the user enterprises, integrate them in the logistics enterprises, and then distribute them to the executive departments of the supply chain to promote the smooth completion of the production or sales business of the user enterprises.

Information feedback ability refers to whether logistics enterprises can provide sufficient inventory information for user enterprises. For example, when customers return goods due to quality problems, logistics enterprises can provide corresponding information, trace which one was sent out and which batch was put into storage, and provide a basis for enterprise claims and accident handling; In addition, if we can provide users with the changing trend of inventory in a certain period of time, it will be very beneficial for users to adjust inventory and make purchase and sale decisions.

Project planning and promotion ability refers to whether logistics enterprises can plan projects for user enterprises or provide corresponding logistics support when user enterprises expand their markets.

Process management ability refers to whether a logistics enterprise can effectively control the logistics process. In the final analysis, the target market positioning, service strategic planning, tactical selection and service standard formulation of logistics enterprises depend on the actual effect of the material service process. Effective monitoring of logistics process is the only means to achieve logistics service objectives. The monitoring process is a complex process, including tracking monitoring, performance evaluation and response.

In a word, the market demand in Wuhan, China is huge, and the traditional Wuhan enterprises in China still have some room for development.

As long as we seize the opportunity, correctly select the target customers, improve the service level as soon as possible, and add the * * * ability of other users and software suppliers, we will certainly improve our competitiveness and achieve market share with foreign capital.

(Du Xun)