Core conclusions:In this case, a photovoltaic stent factory in Changzhou, Jiangsu Province used a project-based response method to connect with customers in the Middle East and Africa, changing from simple quotation to providing plans and delivery cycle instructions. It promoted multiple project orders in one year, with a total of 19 million yuan signed.
1. Customer background
A photovoltaic bracket company in Changzhou, Jiangsu Province mainly produces bracket systems for ground power stations and industrial and commercial roofs, including fixed brackets and tracking bracket structural parts. The factory has stamping, welding and hot-dip galvanizing supporting capabilities. The products have accumulated anti-corrosion and structural stability. A lot of project experience.
New energy projects in the Middle East and Africa have continued to grow in recent years. The procurement characteristics of these markets are project-driven: customers often ask with specific project background, and are concerned about whether delivery can be scheduled and whether the structure can adapt to local wind loads and dust. Environment and how to organize logistics.
Most of the company's previous projects were domestic projects and had limited overseas experience. When initially contacting overseas customers, it still used the domestic method of "quoting unit prices and negotiating discounts". As a result, many questions asked by customers could not be answered.
2. Problem diagnosis: Project-based customers do not want unit price
- Customers come with project background, and the factory will only quote the unit price.Project-based procurement is concerned about whether the entire plan can be implemented, including structural selection, foundation form, wind and corrosion resistant design and installation instructions. If you only quote the unit price, the customer will think that you have no project experience.
- The delivery date is uncertain, and customers dare not schedule it.Overseas projects have clear requirements for arrival nodes. If factories cannot explain the production schedule and logistics cycle, customers cannot include suppliers in the project plan.
- Technical data cannot support plan review.Customers need drawings, material descriptions, coating requirements and load data to conduct a structural review. If the information is incomplete, the supplier will be replaced during the review process.
- There is no special solution for logistics and packaging.The bracket is a large and long piece, and the packaging method and packing plan directly affect the freight rate and damage rate. The company had no packaging standards for export before.
This factory has both production capacity and technical capabilities, but customers feel "unprofessional" when using product thinking to respond to project needs.
3. What have we done?
- Project response package.Organize structural selection instructions, load data, coating and corrosion protection plans, installation guidelines and typical project cases to form a data package that can support customer plan review.
- Delivery times and production capacity are transparent.Organize the production scheduling cycle, zinc plating outsourcing cycle and logistics time into a rhythm table that can be explained to the outside world, allowing customers to arrange project plans accordingly.
- Export packaging plan.Design packaging and encasing plans according to the transportation characteristics of long and large parts, clarify the number of containers and reinforcement methods, and reduce freight and damage risks.
- "solar mounting structure supplier" GEO content.Build content around the problems that EPC and contractors will search for in the selection phase, and let the factory enter the preliminary screening list of suppliers.
- EPC and contractor channel screening.Sort out the list of EPC contractors, system integrators and new energy project service providers in the Middle East and Africa, and make contact according to project scale and region.
4. Execution rhythm
Month 1-2: Data and Packaging
Completed the project response package and export packaging plan, and solved two basic problems of "answering everything customers ask" and "how to ship large items".
Months 3-6: Channel contact
Contact the first batch of EPC and integrators, and cooperate with project inquiries to make preliminary selection and quotation.
Months 7-10: Protocol review and samples
Participate in customer plan review, provide drawings, loads and coating instructions, and cooperate with small batch samples and structural verification.
Months 11-12: Project implementation
Implement the first batch of project orders and complete delivery. A total of 19 million yuan was signed within one year, including projects in the Middle East and Africa.
V. Outcome data
During the one-year cycle, the observation results of this case are as follows:
- Cumulative contract amount:19 million yuan
- Main markets:Middle East and Africa Project
- Protocol review pass rate:Significant improvement (data package can support customer internal review)
- Export packaging standards:Form a long part packing and reinforcement plan
- Content Assets:Precipitation project response package and delivery schedule
6. Which factories can this method be replicated to?
The method of "replacing product quotations with project responses" is suitable for project-driven categories, such as photovoltaic brackets, energy storage cabinets, steel structural parts, water treatment equipment, container houses and industrial dust removal equipment.
If customers distribute through channels and replenish goods by inventory rather than purchase by project, it will seem too much to communicate with the important set of project response data, and the focus should be on price, billing period and supply stability.
7. Common questions
Q: How can overseas project customers find us?
A: EPC and system integrators will conduct supplier searches during the selection stage, and will also conduct back-ups through industry exhibitions and existing projects. This case consists of two lines of content and channel in parallel. First enter the preliminary screening list and then participate in the plan review.
Q: When exporting large-scale products, will freight cost away profits?
A: So the packaging and boxing plan must be designed in advance. In this case, after the number of boxes and reinforcement methods are standardized, the freight and damage rate are controlled, and the quotation can be competitive.
Q: Will customers believe without overseas project experience?
A: Customers value whether they can provide complete technical information and delivery plans. Preparing all the information and explaining the delivery date clearly is more convincing than empty talk about experience. The first step in this case is to make the data package.
