The most competitive brand survey report in the tool market
2022-11-12 12:08:06
China, the world's most dynamic and growth potential market, the center of the world's manufacturing industry, is constantly changing and changing. With the rapid development of China's automobile, aerospace and information electronics industries, the metal processing industry has become more prosperous and flourishing. "If you want to do something good, you must benefit the device first." The metalworking tool is like a human tooth. The tooth front is healthy and the knife is productive. In order to explore the current situation of the Chinese tool market, understand the market demand for tool products, and tap the potential of the tool market, Fogo Industrial Media Group Beijing Fogo Consulting Company was in Beijing, Shanghai, Guangzhou, Chongqing from August 2004 to March 2005. 38 cities in Northeast China, North China, East China, South China, and Northwest China conducted a large-scale tool market research activity for professionals in the fields of automobile manufacturing, machine tools, and aerospace. This survey is a regular research activity after the survey of the large tool market in 2001, from which we can see the development of the Chinese tool market. This survey mainly uses questionnaires, telephone surveys and copywriting research. In the meantime, a total of 20,000 questionnaires were distributed, 581 valid questionnaires were returned, 700 telephone surveys, and 435 valid telephone calls; the total number of valid interviews was 1,016.
First, the basic information
Industrial Distribution
This survey is aimed at professionals and has received extensive attention from many tool users. According to the survey of industry distribution, 48% of the respondents are from the machinery manufacturing industry; 16% from the automotive industry; 13% from the mold companies; 11% from the machine tool industry; from the aerospace industry 4%; 2% from defense industry; 6% from other industries such as electronics manufacturing
Nature of business
The survey covers the whole country and involves enterprises of various economic types. The survey shows that 52% of respondents are from state-owned enterprises and collective enterprises; 22% from joint ventures; 16% from private companies; 9% from foreign-owned enterprises; and 1% from others.
Business scale
A survey of the size of the company in which the respondent is located shows that there are 17% of companies with less than 100 employees, 44% of companies with 100 to 500 employees, 15% of companies with 500 to 1,000 employees, and more than 1,000 employees. Enterprises account for 24%.
Annual sales of the company
According to the survey, 31% of the company's annual sales are less than 50 million yuan; 22% between 50 million and 100 million; 34% between 1 and 500 million; between 5 and 1 billion Accounted for 7%; more than 1 billion accounted for 6%.
Second, the tool product demand analysis
Information access channel
In the survey, the main channels for tool users to obtain information were studied. The study found that the main channels for users to understand tools and related technologies are still professional newspapers and media, accounting for 38%; followed by relevant exhibitions, accounting for 35%; due to increasingly fierce market competition, suppliers and distributors Organizational activities are also more frequent, and thus gradually become one of the important channels for users to understand information, while the simplistic lecture seminars have a general effect. It is worth mentioning that the development of the network cannot be ignored. Although the network is not the primary channel for users to understand products, it is also one of the sources of daily information. This is a significant difference compared to the 2001 survey data. Companies such as Sandvik Coromant have also established their own websites, which is one of the reasons to promote users to use the network.
Tool procurement channel
In this study, 41% of customers still choose habitual purchases; 23% and 21% are purchased for business promotion and magazine advertising, respectively;
Shopping list
From the perspective of consumption habits, more than 24% of the companies are rolling in according to their own needs and sub-species specifications. The number of annual purchases is far greater than 30 times, that is, at most two times per month; 24% of enterprises will meet one year. Purchase 2-3 times; there are very few companies that purchase once a year.
Annual procurement of cutting tools
Compared to the tool market survey in 2001, the market demand for tools has further increased. The survey shows that users account for 16% of the annual tool procurement expenses of less than 1 million yuan; 25% between 100 and 5 million; 33% between 500 and 10 million; and 26% or more %.
The primary factor affecting procurement
In the procurement and use of tools, the user's most concerned order is cutting efficiency, product quality, brand and price. The most people choose cutting efficiency, accounting for 25%; service life and price are two other important factors, brand factors can not be ignored. The selection ratio is 11%. It is not difficult to see that users are increasingly critical of the brand. In the fierce market competition, brand means quality, technology, service and integrity.
Third, the tool brand research
Brand awareness
In the survey of the most familiar tool brands, it can be found that among all the respondents, Sandvik occupied the first place with the absolute advantage, and Kenner and Seco ranked second and third. Among the domestic brands, Zhuzhou Diamond, Harbin and Shanggong have the highest mention rates. The total referral rate is based on the number of times mentioned. The total reference rate of the top 10 international brands accounts for about 50% of the total mention rate of all brands. In this survey, the first mention rate is the first unrecognized popularity of a certain brand that users first think of when not prompted. It reflects the most impressive brand among similar products; The method of total referral rate is used in this survey, that is, the reference rate is calculated as the sum of the first, second and third places respectively. In the survey, the total number of brands mentioned by users was more than 40.
Market share
Tool usage share is defined as the percentage of the total number of respondents in the use of the brand. What is the actual use of the tool? According to the survey of the use of international brand products, 37% of the respondents chose Sandvik Coromant; 23% chose Kenner; 13% chose Mitsubishi; 12% of Iskar; %; Walter 11% and so on. The use of domestic brands is: 62% of Zhuzhou is selected; 33% is selected for Ha Yigong; 23% is selected for work.
Brand loyalty
The survey found that there was a different degree of divergence between the brand that the user actually used and the brand that knew it. The brand transfer matrix (also known as the loyalty matrix) is to study the above problems. The row of the loyalty matrix represents the brand that the consumer actually uses. The column represents the brand that the user is very familiar with and recognized. The values ​​in the table reflect the percentage of the customer who knows/familiar with a certain brand but actually uses other brands. As can be seen from the figure, Sandvik Coromant's loyalty ratio is 32.9%, which is the recognition of the Sandvik Coromant brand and the proportion still selected in actual use is 32.9%. Kenner’s loyalty ratio was 22.7%; Sumitomo’s loyalty ratio was 20.2%. Mapal's loyalty is very high, which may be related to its company's car-specific advantages; it is also worth noting that domestic brands are significantly more loyal than foreign manufacturers.
Note * This survey involves more than 40 brands.
* Pay attention to the strength of brand swap, such as Harbin and Shanggong, the brand transfer of Harbin to Shanggong is 28.9%, and the brand transfer to Shanggong is only 14.4%, indicating that the work is better than the Harbin Put on a strong position.
* When the brand is transferred, the proportion of Iskar's transfer to other brands is higher, indicating that the brand choices of users who are familiar with the brand are actually scattered.
Growth index
The growth index reflects the market development of a brand in the past few years. According to the survey, the brands with higher growth indexes are Seco, Walter, Titex, Tycolo, Mapa, and Tegu.
Competitiveness index
Comprehensive competitiveness, market share, loyalty, growth index and other factors can be used to derive the competitiveness index of each brand. The survey indicates that Sandvik Coromant, Kenner and Seco are the most comprehensive competitors. Diamond is the only Chinese company to enter the top 10.
First, the basic information
Industrial Distribution
This survey is aimed at professionals and has received extensive attention from many tool users. According to the survey of industry distribution, 48% of the respondents are from the machinery manufacturing industry; 16% from the automotive industry; 13% from the mold companies; 11% from the machine tool industry; from the aerospace industry 4%; 2% from defense industry; 6% from other industries such as electronics manufacturing
Nature of business
The survey covers the whole country and involves enterprises of various economic types. The survey shows that 52% of respondents are from state-owned enterprises and collective enterprises; 22% from joint ventures; 16% from private companies; 9% from foreign-owned enterprises; and 1% from others.
Business scale
A survey of the size of the company in which the respondent is located shows that there are 17% of companies with less than 100 employees, 44% of companies with 100 to 500 employees, 15% of companies with 500 to 1,000 employees, and more than 1,000 employees. Enterprises account for 24%.
Annual sales of the company
According to the survey, 31% of the company's annual sales are less than 50 million yuan; 22% between 50 million and 100 million; 34% between 1 and 500 million; between 5 and 1 billion Accounted for 7%; more than 1 billion accounted for 6%.
Second, the tool product demand analysis
Information access channel
In the survey, the main channels for tool users to obtain information were studied. The study found that the main channels for users to understand tools and related technologies are still professional newspapers and media, accounting for 38%; followed by relevant exhibitions, accounting for 35%; due to increasingly fierce market competition, suppliers and distributors Organizational activities are also more frequent, and thus gradually become one of the important channels for users to understand information, while the simplistic lecture seminars have a general effect. It is worth mentioning that the development of the network cannot be ignored. Although the network is not the primary channel for users to understand products, it is also one of the sources of daily information. This is a significant difference compared to the 2001 survey data. Companies such as Sandvik Coromant have also established their own websites, which is one of the reasons to promote users to use the network.
Tool procurement channel
In this study, 41% of customers still choose habitual purchases; 23% and 21% are purchased for business promotion and magazine advertising, respectively;
Shopping list
From the perspective of consumption habits, more than 24% of the companies are rolling in according to their own needs and sub-species specifications. The number of annual purchases is far greater than 30 times, that is, at most two times per month; 24% of enterprises will meet one year. Purchase 2-3 times; there are very few companies that purchase once a year.
Annual procurement of cutting tools
Compared to the tool market survey in 2001, the market demand for tools has further increased. The survey shows that users account for 16% of the annual tool procurement expenses of less than 1 million yuan; 25% between 100 and 5 million; 33% between 500 and 10 million; and 26% or more %.
The primary factor affecting procurement
In the procurement and use of tools, the user's most concerned order is cutting efficiency, product quality, brand and price. The most people choose cutting efficiency, accounting for 25%; service life and price are two other important factors, brand factors can not be ignored. The selection ratio is 11%. It is not difficult to see that users are increasingly critical of the brand. In the fierce market competition, brand means quality, technology, service and integrity.
Third, the tool brand research
Brand awareness
In the survey of the most familiar tool brands, it can be found that among all the respondents, Sandvik occupied the first place with the absolute advantage, and Kenner and Seco ranked second and third. Among the domestic brands, Zhuzhou Diamond, Harbin and Shanggong have the highest mention rates. The total referral rate is based on the number of times mentioned. The total reference rate of the top 10 international brands accounts for about 50% of the total mention rate of all brands. In this survey, the first mention rate is the first unrecognized popularity of a certain brand that users first think of when not prompted. It reflects the most impressive brand among similar products; The method of total referral rate is used in this survey, that is, the reference rate is calculated as the sum of the first, second and third places respectively. In the survey, the total number of brands mentioned by users was more than 40.
Market share
Tool usage share is defined as the percentage of the total number of respondents in the use of the brand. What is the actual use of the tool? According to the survey of the use of international brand products, 37% of the respondents chose Sandvik Coromant; 23% chose Kenner; 13% chose Mitsubishi; 12% of Iskar; %; Walter 11% and so on. The use of domestic brands is: 62% of Zhuzhou is selected; 33% is selected for Ha Yigong; 23% is selected for work.
Brand loyalty
The survey found that there was a different degree of divergence between the brand that the user actually used and the brand that knew it. The brand transfer matrix (also known as the loyalty matrix) is to study the above problems. The row of the loyalty matrix represents the brand that the consumer actually uses. The column represents the brand that the user is very familiar with and recognized. The values ​​in the table reflect the percentage of the customer who knows/familiar with a certain brand but actually uses other brands. As can be seen from the figure, Sandvik Coromant's loyalty ratio is 32.9%, which is the recognition of the Sandvik Coromant brand and the proportion still selected in actual use is 32.9%. Kenner’s loyalty ratio was 22.7%; Sumitomo’s loyalty ratio was 20.2%. Mapal's loyalty is very high, which may be related to its company's car-specific advantages; it is also worth noting that domestic brands are significantly more loyal than foreign manufacturers.
Note * This survey involves more than 40 brands.
* Pay attention to the strength of brand swap, such as Harbin and Shanggong, the brand transfer of Harbin to Shanggong is 28.9%, and the brand transfer to Shanggong is only 14.4%, indicating that the work is better than the Harbin Put on a strong position.
* When the brand is transferred, the proportion of Iskar's transfer to other brands is higher, indicating that the brand choices of users who are familiar with the brand are actually scattered.
Growth index
The growth index reflects the market development of a brand in the past few years. According to the survey, the brands with higher growth indexes are Seco, Walter, Titex, Tycolo, Mapa, and Tegu.
Competitiveness index
Comprehensive competitiveness, market share, loyalty, growth index and other factors can be used to derive the competitiveness index of each brand. The survey indicates that Sandvik Coromant, Kenner and Seco are the most comprehensive competitors. Diamond is the only Chinese company to enter the top 10.
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