1. About Han's Laser
Han's Laser Technology Industry Group (referred to as "Han's Laser", stock code 002008) was founded in 1996 and listed in 2004. It is the largest industrial laser processing and automation overall solution provider in Asia and the top The R&D, production and sales of equipment and automation and other supporting equipment and their key components have the advantages of vertical integration from basic components, complete machine equipment to process solutions, and provide global users with the advantages of laser, robot and automation technologies in the field of intelligent manufacturing. system solutions.
Han's Laser has a registered capital of 1.067 billion yuan and a sales revenue of 14.961 billion yuan in 2022. Its sales, market value and other indicators are firmly in the forefront of listed laser companies in the world. It currently has more than 15,000 employees, and R&D personnel account for nearly 34%. A number of core technologies It is at the international leading level, with 6,962 effective intellectual property rights. Han's Laser will continue to implement the development strategy of "Leading basic device technology, deep cultivation and application of industrial equipment", insist on revitalizing national industry, strive to build an international national laser enterprise, and strive to become a global laser and intelligent manufacturing application demonstration and popularization service provider.
Han's Laser Intelligent Equipment Group is a wholly-owned subsidiary of Han's Laser. It has become a comprehensive, professional and advanced laser intelligent equipment service provider in the world, providing a full range of laser cutting equipment and its solutions and services for the field of intelligent manufacturing. Covering the R&D, manufacturing, sales and service of medium and high power laser cutting, pipe cutting, automatic production lines and bending machines, based on domestic production bases and spare parts warehouses in Shenzhen, Zhangjiagang, Changzhou, Tianjin, Changsha, Suzhou and Jinan, in South China, Central China, East China, Bohai Rim and other regions have set up four operating headquarters and nine sales areas, and sales service agencies in more than 30 countries and regions, with more than 100 offices, contact points and agents at home and abroad, serving 30,000 global Provide high-quality products and high-quality and efficient services to industrial customers above designated size.
Laser intelligent equipment is sold to more than 100 countries and regions around the world, and 10,000+ Taichung high-power equipment is operating well all over the world, and is widely used in more than 100 countries such as rail transit, automobile manufacturing, construction machinery, agricultural machinery, elevator manufacturing, and sheet metal processing. industry.
2. Han's Laser business process change
With the continuous deepening of the company's management reform, Han's Laser Intelligent Equipment Group has formulated a new development strategy in order to meet the needs of steady business development: "Protect profits, broaden sources of income, cultivate the industry, and promote breakthroughs" to fully implement the refined business strategy of the regional market. Continue to improve the level of digital operation and management, realize the efficient collaboration of internal team informationization, quickly respond to market demand, improve customer satisfaction, and achieve the company's revenue strategic goals.
Focusing on the continuous advancement of the Group's development strategy, the original information system cannot meet the needs of rapid business development. Internally, there are multiple systems in the marketing service business, and the collaboration efficiency urgently needs to be upgraded; externally, it is necessary to respond quickly and flexibly to customer needs. At the same time, the business data is not fully connected, and the company's operating conditions cannot be fed back in time.
In this context, it is necessary to tailor a complete digital marketing platform for Han's Laser intelligent equipment, and build a cross-organizational collaborative marketing service integration system; focus on customer management, and realize the whole process management from clues to payment collection , expand market share, and fully empower sales business operations; realize the smallest closed-loop business of project delivery management, and integrate the delivery process from project installation to acceptance; aim at customer experience, and meet the whole process management of after-sales service from problem to solution , Continuously improve service quality and enhance customer satisfaction. At the same time, through the end-to-end business flow and data flow, support customer value analysis and mining, and provide comprehensive, timely and accurate business data for the company's business decisions.
Based on the present and facing future development, the group is transforming business processes
The successful implementation of the four dimensions of guiding principles and requirements
- Systematization of business processes
Combined with the current business status, sort out and optimize business processes such as marketing, sales, and service, and solidify them into the CRM system through system implementation to achieve standardization and standardization of processes.
Marketing service process standardization
Preliminarily build a customer-centric CRM customer relationship management system, strengthen business standard management, and continuously improve marketing service efficiency
Efficient departmental collaboration
Strengthen marketing, sales, business, and service teams, and cooperate with team members for collaboration, real-time communication, and information sharing
Digitalization of Operational Decisions
Provide marketing dashboards and real-time data report analysis, present data-based marketing results and processes in multiple dimensions for decision-making, management, and operation executive levels, and provide analysis and decision-making support for management.
3. Digital construction of leading enterprises in national industry
Focus more on long-term growth drivers
Both the exploration of the second growth curve and the mining of stock value require strong information support. The current laser equipment manufacturing companies are thinking about "how to better connect with customers and establish a full value chain business model?" To achieve such a strategic goal, deploying a CRM system online is already an inevitable choice for the company.
1. Build a 360° view of customers to support customers' full value chain operations
Establish customer information files, conduct unified management of business-related information, and effectively accumulate the company's digital assets
Build a customer master data model and collect customer business characteristics (such as: credit status, what equipment is needed, what support is needed, etc.)
Formulate targeted operating strategies, rationally allocate customer resources, and establish a long-term trust mechanism with customers
2. Digital marketing to realize precise operation of customers' whole life cycle
- Fully support the marketing department to carry out new product live broadcasts, high-tech fairs and other exhibitions, including: invitation of target customers before the meeting, customer sign-in & interaction during the meeting, and conversion of customer retention after the meeting
Undertake leads from online and offline sources from various channels, and the marketing department clearly understands which channels/activities generate the most leads and have the best conversion effect
Leads are automatically assigned and recycled, and business managers are urged to follow up in a timely manner to improve the conversion rate of leads
- Effectively accumulate marketing data, support the marketing department to optimize marketing strategies, and rationally allocate marketing resources/budget
3. Standardize the process of business opportunity projects to increase the winning rate
- The sales team keeps abreast of the latest progress of each business opportunity and knows the reserve status of business opportunities
Standardize the business project follow-up process, clarify the key tasks at each stage, support and guide the business manager to steadily promote the project, and improve sales efficiency and win rate
Effectively accumulate pre-sale project process data to provide support for subsequent review and performance appraisal
- Multi-dimensional analysis of business opportunity conversion rate, analysis of problems in the follow-up process, and optimization of business opportunity follow-up methods
4. Multi-type contract management, constructing a view of the whole process of contract performance
- For different contract types, automatically adapt to different processes and business templates, and flexibly adapt to different business contracts
Contract management cross-system data connection, effectively improving the efficiency of contract review and processing
- Contracts are associated with customers and payments, further building an integrated management view of business and finance
5. Manage the whole process of service, pay attention to service quality, cost and efficiency
- Through the group public account, provide customers with self-service repair access, automatically generate work orders, respond quickly, and can keep abreast of service progress, greatly improving user experience
Automatic scheduling of equipment installation work orders, fast order dispatching, guiding engineers to standardize operations on site, clear service process, and improving the efficiency of multi-departmental collaboration
工程师服务外勤里程系统化管理，报销票据可直接关联客户、工单、里程等业务数据，可以做到有据可查，提高提报和审核效率，进一步增强业财一体化场景融合
4.以客户成功定义成功
在大族激光数字化项目落地实践中，纷享销客与大族激光一起成长，见证了管理思路的不断升级和优化，并最终将管理理念植入到系统中，通过实时数据，真实地反馈公司经营状况，真正实现了营销服务一体化管理。
亮点1|从售前到售后服务—全过程数据落地呈现
“以数据驱动运营，是企业数字化转型的核心目标！”大族激光通过上线全新的营销数字化平台，实现了从售前营销到售后服务全过程系统化管理，涉及业务各环节经营指标，实现功能化、流程化呈现，真实地反馈公司经营成效，为企业管理决策提供全面的数据支撑，助力业务健康增长。
亮点2|小里程大提升|服务里程精细化管理
“用强大的售后服务，提升企业竞争力。”大族激光重视客户需求，重视产品质量，更加重视售后服务。在数字化落地过程中，公司全面推进售后业务数字化，希望持续赋能工程师，提高服务质量和管理效率。对于“服务里程”这个被企业忽视、或当前系统无法管理的“数字”，大族却进行了系统化的管理，这是大族激光全面落实业务精细化运营的一个具体实践和生动缩影。
亮点3|售后服务数据大屏，全面提升运营效能
纷享销客基于行业多年实践经验，提供了开箱即用的售后服务大屏，为大族激光售后运营全业务环节提供了精准的数据分析、科学数据指导，让决策更清晰，显著提升了售后服务运营效率。
5.结语
当前全球已步入数字经济时代，随着信息技术发展和跨领域应用逐渐增加，不断推动制造业向着云化、智能化方向发展，其中工业互联网是重要的实现方式。
在此背景下，激光装备制造企业要紧跟市场变化和行业发展趋势，持续深化数字化经营战略，聚焦客户需求，缩短营销链路，通过业务数据快速分析和运用，及时洞察企业真实经营状况，从而做出科学精准的决策，实现企业的快速健康发展。
Laser is known as "the brightest light, the fastest knife, and the most accurate ruler". Laser equipment manufacturing enterprises must also dare to "shine the sword", constantly subvert and innovate, lead the transformation and upgrading of the industry, and build a more scientific customer-centric development mechanism.
"As a leading enterprise in the domestic laser equipment industry, Han's Laser has always adhered to the development strategy of 'Leading Technology, Deepening the Industry'. Focusing on the deepening of the Group's management reform, the company has high requirements for information construction.
The PaaS capability of FenShare Sales CRM can quickly respond to the needs of Han’s Laser’s organizational change and business development, from customer acquisition at the front end to project winning, delivery and service, and truly supports the standardized management of the entire process of Han’s Laser’s marketing services.”
⸺Zhang Lei, Deputy General Manager of Han's Laser Intelligent Equipment Group