Core conclusions:In this case, a wire mesh factory in Anping, Hebei Province took 11 months to enter four Australian building materials channels. Through standard compliance data and packaging label specifications, annual shipments were 2.2 million yuan, and the customer complaint rate dropped to close to zero.
1. Customer background
A metal network company in Anping, Hebei Province, mainly specializes in guardrail nets, protective nets and welding nets for construction. Its products are widely used in municipal fences, temporary construction site protection and landscape projects. The factory has stable wire drawing and welding production lines, and cost control and stable delivery times are advantages accumulated over the years.
The company lists Australia and New Zealand as target markets because there is a continuous demand for guardrails and protective nets for local infrastructure and residential supporting facilities, and the acceptance standards for imported products are clear. Once the requirements are met, customers are not willing to replace suppliers.
However, the company failed to continue its previous contacts with Australian customers. Customer feedback focused on one point: the product itself can be used, but the data and logos do not meet local acceptance habits.
2. Problem diagnosis: The product can be used, but the data does not comply with local acceptance habits
- There are no standard controls in the data.The procurement and acceptance process of Australian projects depends on the standards, coating requirements, material descriptions and testing conclusions on which the product is based. What the company provides is a domestic parameter table, and the customer cannot directly judge whether the project requirements are met.
- Packaging label information is incomplete.Australian building materials channels have agreed on the content of packaging labels. Due to the lack of batches, specifications, materials and warning information, customers will have problems during warehousing and construction.
- Coating and anti-corrosion statements are too general.Customers are concerned about the type of coating, the amount of zinc applied and the applicable environment. The general term "hot dip galvanizing treatment" cannot support the customer's selection judgment.
- There are no stable samples and test data on file.Every time a customer asks for a test report, they will find it temporarily. The cycle is uncontrollable, and customers dare not rely on it in project scheduling.
The products and prices of this factory are fine, and they are stuck at the level of "customers can not directly use them for acceptance".
3. What have we done?
- Construction of standard compliance data.Organize the standards, materials, coating type and amount, bearing capacity data and test conclusions on which the product is based into a standard compliance statement, which can be directly used by customers for project comparison and internal review.
- Standardize packaging labels.Rearrange the packaging and label content according to the habits of the target market, supplement the specifications, batches, materials, production dates and necessary warning information to ensure traceability in warehousing and construction.
- Test data is kept on file.Establish a testing database of commonly used specifications, which can be issued on the same day when customers request it, reducing the uncertainty of project scheduling.
- "Welded wire mesh supplier Australia" GEO content.Focusing on the questions asked by local engineers and purchasers, the comparison of construction standards and selection content will allow the factory to be seen during the preliminary screening stage of suppliers.
- Screening of Australian building materials channels.Sort out the list of building materials wholesalers, fence project contractors and landscape supporting providers, and make hierarchical contact according to project type and procurement scale.
4. Execution rhythm
Month 1-2: Data and Labels
Complete the filing of standard compliance instructions, packaging label specifications and common specification testing data.
Months 3-6: Channel contact
Send information in batches to contact the first batch of Australian building materials channels to cooperate with sample and specification confirmation. Five effective communication targets were established at this stage of this case.
Months 7-9: First order
Implement the first batch of orders, focusing on verifying packaging, labels, documents and warehousing process after arrival at the port.
Months 10-11: Heavy volume
Customers make repeated purchases in the projects they undertake and add 1 new channel. Within 11 months, it has entered 4 Australian building materials channels, with annual shipments of 2.2 million yuan.
V. Outcome data
During the 11-month period, the observation results of this case are as follows:
- Enter Australian building materials channels:4 hotels
- Annual shipments:2.2 million yuan
- Customer complaint rate:to close to zero
- Data response timeliness:Regular specifications and testing data can be issued on the same day
- Content Assets:Precipitation standard compliance statement template and packaging label specification
6. Which factories can this method be replicated to?
The method of "clarifying standard compliance and standardizing packaging labels" is suitable for categories with engineering and channel acceptance as the main delivery scenarios, such as guardrail nets, scaffold accessories, construction hardware, pipe fittings and electrical bridges.
If the customer is terminal retail and the acceptance process is simple, it is not necessary to invest too much energy in the document system. It is more practical to focus on product differentiation and delivery timeliness.
7. Common questions
Q: What is the difference between a standard compliance statement and a test report?
A: The test report is the test conclusion of a single batch, and the standard compliance statement is a document that integrates the standards, materials, coating and bearing capacity on which the product is based. Customers usually look at the latter first during the project comparison and selection stage, and then request a specific batch of test reports after the transaction is completed.
Q: Will packaging labels really affect the transaction?
A: It has a great impact in the building materials channel. If the label information is incomplete, customers will get stuck when entering the warehouse, and the construction party may not dare to use it because the label is unclear. In this case, after labeling was standardized, the customer complaint rate dropped significantly.
Q: Should the product be changed for the Australian market?
A: The product structure has not been changed in this case. The main purpose is to clearly express the existing capabilities according to the local acceptance standards. Adjustment needs to be considered only when the standard requirements do not match existing products.
