Machine tool industry concept guide is essential

Following the hot debate on 3D printing in the machinery industry, industrial robots have set off a new round of booms. However, the treatment of the two is still inconsistent. The former are mostly academics or professional institutes, while the latter is continuously fermented in the enterprise.

From this point of view, it seems that industrial robots are more grounded, and in the opinion of reporters, perhaps they are rapidly related to products and even commodities.

Steady VS Radical At the EMO (European Machine Tool Show) in September this year in Hanover, Germany, the relevant person in charge of the European Machine Tool Industry Association stated at the press conference on the opening day: “The importance of EMO is not scale but high-end exhibits. The company will present the latest technology at the show."

This shows that the pursuit of product quality by machine tool manufacturers is no longer limited to precision and reliability, but begins to be based on smart solutions. The integration of information technology and robotic technology on the exhibition site has become a common practice, and the senior level of the multinational companies of machine tools is also keen to promote the industry 4.0 era, that is, the fourth industrial revolution.

Of course, this is called smart manufacturing in China. Both of them emphasize the application of information technology in traditional machinery manufacturing.

Speaking of the word wisdom, we cannot fail to mention IBM. In 2008, it began to promote the marketing concept of “Smart Earth,” and in essence it is the Internet of Things that is shaped by sensors plus real-time networks.

While the imaginative or imaginary manufacturing revolution has not faded, the 3D printing technology has suddenly become a hurricane. In various local technology forums, it has been discussed by different experts and scholars to express their opinions.

The reporter had the privilege to participate once. This time, the specifications seem to be more internationalized. There are not only well-known researchers in China, but also well-known foreign scholars. Just listening to it, it feels weird.

The reason is that Chinese experts are mostly skeptical about the application of 3D technology. A unified view is: "In a short period of time, this technology is difficult to have a large application." Basis is that the limited variety of materials and costs are high. It is also difficult for a single advantage to shake up the traditional manufacturing position.

While foreign experts do not, and emphasize the revolutionary nature of the technology, it can be said that “this is a subversion of traditional manufacturing.” In their speeches, participants were depicted a different scene of manufacturing or even life, thus subverting Existing habits.

The feeling of a confrontation between the leaders and the reporters is a bias toward "pragmatic" and one tends to "retreat." Of course, this does not have a comparative significance. After all, both sides are influenced by the culture of their respective countries. For example, the four major inventions of China, although they do not have the concept of unrestrained development, have actually promoted China’s progress and development. However, this habit of thinking and thinking may make it rare for world-famous thinkers and philosophers.

Let me say that the machine tool seems to have been quite a long way from the introduction of the concept machine in DMG, and this work does not seem to have aroused the interest of domestic counterparts. After all, in that era of booming production and sales, no entrepreneur had the energy and attention, and spent money to do this seemingly eye-catching job.

Conceptual Marketing So why did Demagee launch the concept machine? It is not difficult to get an answer, as long as you think about why the major auto manufacturers have been tireless to introduce the concept car, the answer naturally surfaced.

Usually we turn over the car magazine. The on-the-scenes beautiful pictures are marked with the concept car. Those who love cars know that the concept car is the most content, most profound, most avant-garde, most representative of the world's automotive technology development and design level of the car, but also the most artistic and most attractive car.

Concept cars are divided into two types. One is a design concept model, and the other is a real car that can run. The second kind is closer to mass production. The technology has already entered the test and gradually becomes practical. It can be put into production in the next five years or so.

Although the first type of vehicle is a more advanced design, it is only a research proposal for future development because of the environment, research level, and cost.

However, the common point is that the display of concept cars is the most important way for major auto companies to demonstrate their scientific and technological strengths and design concepts. Compared with concept marketing, traditional product competition focuses more products on the competition.

However, for industries with relatively mature technologies and similar quality, such as electric power manufacturing, the direct consequence of excessive product competition is vicious price competition. The price is the decline of product quality and the lack of innovation capability.

There is a classic saying in marketing: The restaurant sells not the lamb chops, but the sound of the “squeaky” that the lamb racks emit. Indeed, the customer not only purchases the product itself, but also feels more like a product, including functionality, quality, price, appearance, service, etc. The combination of these feelings forms a brand.

But for the current machine tool industry, these seem to be far-reaching, technological breakthroughs, and reliable product quality are top priorities for entrepreneurial money. Therefore, when a reporter asks a machine tool manufacturer about the concept of marketing, the other side said that it is the game of the rich.

Many companies believe that as long as they produce high quality and low price products, they can achieve good market performance, but they lack sufficient awareness and attention to brand planning. Of course, this approach may achieve certain results when the market is booming and industry competition is weak. However, as the competition intensifies, the differences between the products themselves will become smaller and smaller, and the brand will become the customer’s choice of products. in accordance with.

At this time, a company with an unclear image of its own brand will naturally not be recognized by customers. Of course, it will not talk about brand premium, and the route of price war has become a compelling choice.

But in the industry, there are already pioneers. At least in the eyes of reporters, under the leadership of Guan Xiyou, Shenyang Machine Tool has not only developed new types of machine tools, but in the business conference in April this year, it also changed the tedious and dull form of the past. The theme of “Movement 2013” ​​was to interpret the three main series of products as pianos, cellos and violins respectively. Together with sound and light, the scene was set as an open space without seats.

The release of this technology and art mix gave shock to industry peers. It was claimed that although China's machine tool market capacity and industry scale are the world's first, the market concept is slightly obsolete, which is reflected in marketing is rarely Conceptual and formal innovations.

However, Shenyang Machine Tool went ahead. From the overseas merger and acquisition to the country's first machine tool 4S shop, even a product launch conference with this show can be seen.

“It can be seen that Shenyang Machine Tool is working hard to get close to its customers. They have heard that they have set up a service company with several hundred people. It can be said that Shenyang Machine Tool has set an example in the exploration of transformation and upgrading.”

The concept of surpassing may also some people scorn this, feel that the move of Shenyang Machine Tool is an obvious show. However, in the opinion of reporters, if everyone else just starts from the present, it may not make any sense, but this may be no doubt about original innovation.

Having said this, there have been people who made such evaluations: When every new invention and new technology emerges, industry professionals tend to focus on its short-term interests and ignore long-term development; while foreign scholars do not, they value their long-term development. Therefore, China can create a new industry in a short time and maximize its benefits, but it is difficult to lead the world's new trend.

For example, in the discussion on the 3D technology, foreign experts believe that this will lead to a new production and lifestyle, while our country will be treated as a new technology and new means.

However, the Chinese people still have the advantage of being a latecomer. Once they are comprehended, they will be overwhelming. For example, wind power, such as distributed generation. Perhaps the author of the book "The Third Industrial Revolution" and the proponent of published power generation did not think that the Orientalists were the ones who practiced the theory the fastest.