Chapter 324: Marketing Costs
South, Pengcheng City.
Wen Guohui, general manager of Jiachuan Electronics Company, sat in his leather swivel chair, holding a high-powered magnifying glass in his hand, and looked intently at a piece of metal in his other hand. The metal sheet is only more than an inch in size, and the surface processing is extremely exquisite, and what Wen Guohui is looking at is a few lines of small characters engraved on the metal sheet.
"This is what you said was carved by the engraving and milling machine?"
After a while, Wen Guohui raised his head and looked at the person standing across the boss's table, and that person was Han Weichang.
Linyi Machine developed engraving and milling machines to meet the needs of precision mold processing. But the mold industry for the demand for engraving and milling machines, in fact, is not big, a year of more than 1,000 units of sales, corresponding to more than 300 million yuan of sales, even if completely taken by the Teng machine, it is enough for the Teng machine to mix a food and clothing, to take advantage of this to revive the brilliance, is far from enough.
Ye Yongfa pointed out another path to Han Weichang, telling him that in addition to the mold industry, the demand for this kind of engraving and milling machine tool in the electronics industry may be more worthy of attention. Mr. Ye said his mold company had received orders from many electronics factories that made all kinds of small appliances, such as walkmans, pagers and cell phones.
These small appliances are small in size, but they are expensive and have the attributes of luxury. As a luxury product, consumers are very picky about their appearance and are willing to pay a significant premium for a sophisticated appearance. The electronics factory also understands this truth, so it has been racking its brains to try to make a more elaborate shell.
Ye Yongfa's new tower mold company, a large part of the business is to make molds for electrical shells for these electronics factories. Electrical enclosures are made of two types of materials, one is plastic and the other is metal.
The plastic shell is molded by injection molding, and Xinta provides injection molds for electronics factories. The current process has been able to form a very high-resolution pattern on the plastic shell, but due to the soft material of the plastic, this pattern is easy to be worn out in use, so some plastic shells can not be seen after a period of use.
The only way to keep the shell looking beautiful is to use metal. The metal shell is stamped and formed, and large lines can be stamped out, and some patterns, words, etc. are difficult to stamped out directly. At present, the method adopted by various electronics factories is to stamp out a metal shell first, and then use a machining center to engrave patterns or words on the shell, which is quite similar to the process of making molds in mold factories.
But the output of molds can not be compared with the output of electronic product shells. Some electronics factories produce tens of millions of Walkmans a year, have you heard of which mold factory uses 10,000 as the unit of measurement?
Xinta Mould Company is a large-scale mold company in Jingnan, and the engraving and milling machines that Ye Yongfa wants to purchase are only dozens of units. But if Han Weichang can win an electronics factory, people can purchase thousands of engraving and milling machines casually. China is gradually becoming the world's factory, and half of the world's small household appliances are made in China. If you can open the market of the electronics industry, it is easy to sell 20,000 engraving and milling machines a year.
Receiving Ye Yongfa's guidance, Han Weichang was empowered. He thanked Ye Yongfa again and again, made countless promises of profit, and then rushed to the Pearl River Delta, which is the production center of small electrical appliances.
Jiachuan Electronics Co., Ltd. is the first electronic company visited by Han Weichang. At present, this company is a world-renowned electrical OEM enterprise, and many internationally renowned brands of electrical products are manufactured by Jiachuan Company.
Han Weichang came to Jiachuan Company and handed over his business card, which was still written with the title of the sales director of Linyi Machine. However, the main products of Linyi machine are grinding machines and boring and milling machines, and Jiachuan Company, as an electronic company, has no demand for such products, so Han Weichang's name does not work here.
A low-level purchasing manager received Han Weichang, and his attitude was quite perfunctory. But when Han Weichang handed over a few pieces of metal shell carving and milling samples he brought, the purchasing manager's eyes straightened. The purchasing manager took the engraving and milling samples to his department manager, and the department manager reported to the purchasing director. Later, the company's purchasing director and production director took Han Weichang to Wen Guohui's office.
"This is the sample produced by our engraving and milling machines. Han Weichang replied.
"How long will it take to produce such a sample?" Wen Guohui continued.
"15 minutes. Han Weichang replied. Of course, he is referring to the time of the engraving and milling process, such a metal sheet, and a series of operations such as stamping, cutting, and polishing must be done in the early stage, and these times will not belong to Han Weichang.
"15 minutes ......," Wen Guohui groaned.
"Mr. Wen, if one piece is 15 minutes, we work in three shifts, it is 96 pieces a day, and 1,000 units can ensure the completion of at least 1.5 million pieces a month...... "Wang Kun, production director, calculated for Wen Guohui. It is impossible to achieve full load in the production process, taking into account factors such as shift changes and machine maintenance, the results calculated by Wang Kun are relatively reliable.
1000 units......
Han Weichang only felt that the beating speed of his heart was out of control. Sure enough, these electronics companies are fierce, and the calculation capacity is based on the scale of 1,000 units. In the past, the customers served by Linyi machine are machinery enterprises, even if it is some large customers, buy dozens of machine tools at a time, even if it is a big order, who has such courage, it is easy to say how 1000 machine tools can be.
No matter how excited he was in his heart, there was nothing unusual on Han Weichang's face. He smiled a humble and confident smile and waited for the other to speak.
"How long does your machine last?"
"The first overhaul is not less than 20,000 hours, and the scrapping time is not less than 40,000 hours. ”
"How's the routine maintenance going?"
"Under normal use, one shutdown a month is enough. ”
"Can the machine maintain this kind of machining accuracy all the time?"
"We can guarantee it. ”
"So, how many of these machines can you supply in a month?"
"It depends on how many goods Mr. Wen can order. Han Weichang said calmly.
"I see. Wen Guohui nodded. Han Weichang's statement, he understands. Han Weichang means that the current production capacity of Linyi machine is not large, but if Jiachuan Company intends to order thousands of units, Linyi machine also has a way to increase the production capacity to meet the needs of the other party in a short period of time. Now the question is just how big the order he wants to place.
"Ah Kun, what do you see?" Wen Guohui turned his head to Wang Kun and asked.
Wang Kun looked at Han Weichang, and then said, "I think you can try." The last time the Koreans asked us to make the batch of products, we couldn't take it, because the metal shell couldn't handle it. If this engraving and milling machine can really be used as well as Minister Han said, and the work is stable, we will have no problem taking that batch of orders. ”
"However, what if Minister Han's engraving and milling machine falls off the chain?" Wen Guohui said lightly.
"We can sign an agreement that you can return our products if they don't meet the requirements. Han Weichang said.
Wen Guohui shrugged: "Minister Han, we sign a contract with the customer, we can't say that it can't be done." If we receive an order from a customer, and your machine tool has a problem, we can't complete the order, not only can we not get the money, but also have to pay the customer a high amount of compensation. Can you bear these reparations for us?"
"I'm afraid it won't work. Han Weichang was blunt.
Just kidding, the machine tools produced by Linyi Machine have applications in all walks of life. Some units purchase machine tools in order to manufacture large-scale equipment, a machine tool is only hundreds of thousands of yuan, a large-scale equipment is worth hundreds of millions, if because of the problem of the machine tool to compensate the customer for all losses, how many pro-one machine is not enough to compensate.
Of course, Wen Guohui also knows this problem, so he said that, just to raise the bar. And the purpose of raising the bar is naturally to squeeze the most benefits out of Han Weichang.
Everyone fell silent, and the people on Jiachuan's side used silence to put pressure on Han Weichang, while Han Weichang was silently resisting. Both sides know that the other side wants to cooperate, but neither wants to be too active so as not to fall into passivity in the negotiations.
Wen Guohui was the first to break the silence, and he asked Li Xuejun, the purchasing director, "Xuejun, what do you think?"
Li Xuejun said: "I think Minister Han still has some merits in their equipment. Now Mr. Wen and Mr. Wang are not at ease, that is, they don't know what the quality of their equipment is. Just these samples brought by Minister Han can't explain anything. ”
Speaking of which, he said no more.
Han Weichang couldn't hear it, these people were clearly singing double reeds, singing and harmonizing, waiting for him to make a statement. Han Weichang took Li Xuejun's words and said: "This is also simple, if Jiachuan is really interested, we can provide a few devices for you to try." If you think so, let's talk about cooperation. If our equipment doesn't work, then we don't need Mr. Wen to speak, we will pull the equipment back by ourselves, and we will never pay a penny from Jiachuan. ”
A few people were waiting for Han Weichang's words, and Wang Kun responded: "This is okay, but how many prototypes can Minister Han provide?"
"3 units...... , 5 units, how about it?" Han Weichang hesitated, stretched out a slap, and said to everyone.
According to the current production batch, the ex-factory price of an engraving and milling machine is about 250,000. Half of this is the fixed cost that has been spent, and the part of the variable cost is more than 100,000 yuan. If Jiachuan is provided with 5 prototypes, it is equivalent to the cost of more than 600,000 yuan, and it is completely worth paying this marketing cost for a potential customer who may purchase 1,000 machine tools.
What's more, even if the other party does not accept the engraving and milling machine in the end, these five prototypes can be pulled back, but they are only free for the other party to use for a period of time, and the cost is even more negligible.
Hearing Han Weichang say this, Wang Kun turned his head to Wen Guohui and asked him for instructions with his eyes. Wen Guohui smiled slightly, and said to Han Weichang: "Minister Han, five prototypes are not enough for us, at least, 100 units!"