Applying “Marketing” Thinking to “Production” — Yang Hongxing
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Company Culture
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Time:
2026-01-05
In the face of a complex international landscape and daunting domestic tasks related to reform, development, and stability, Shanxi Coal Group has adopted “four business philosophies” to analyze the relationship between the industry and the market from multiple perspectives. In particular, the approach of “applying marketing thinking to production management” closely links the market with production, thereby achieving effective integration and coordination.
From the perspective of market demand, On the one hand, the high procurement cost of new tower cranes has created an urgent need for cost reduction across the industry; remanufactured tower cranes can meet these cost-cutting and price-competitive demands, thereby helping enterprises save capital. On the other hand, tower-crane remanufacturing aligns with the principles of resource circularity and environmental protection, in line with the concept of green development, which further boosts market demand. However, given the dynamic and complex nature of the market, the commercial promotion of remanufactured tower cranes faces certain obstacles, primarily manifested in the following: technologically, the industry lacks unified standards and specifications, leading to inconsistent processes and quality among firms and undermining industry credibility and sustainable development; in the marketplace, small, workshop-style operators engage in cutthroat price competition and fail to provide adequate quality assurance. These challenges highlight the need for a customer-centric, market-driven approach to tower-crane remanufacturing, while also presenting both opportunities and hurdles.
From a customer-oriented perspective, Remanufactured tower cranes must undergo rigorous inspection and repair to ensure that the refurbished components meet performance standards, thereby satisfying customers’ quality requirements. Customers also expect timely and efficient after-sales service, including fault diagnosis and repair as well as component replacement, with rapid response to their needs and prompt dispatch of qualified technicians to the job site to resolve issues, which significantly enhances customer satisfaction. This, in turn, strengthens the reputation of remanufactured tower cranes and boosts their market share.
From the perspective of customized requirements, it is essential to establish a rigorous quality-control system that tightly manages every stage of production, thereby meeting customers’ individualized needs and ensuring the quality and performance of customized products. The key lies in adhering to standardized assembly procedures to guarantee precise fit and reliable connections among components; strengthening collaboration with suppliers to maintain consistent quality of raw materials and parts; partnering with high-quality steel suppliers to ensure that steel properties—such as strength and toughness—meet specified requirements; and working closely with specialized electrical-equipment suppliers to ensure the stability and reliability of the electrical systems.
From a marketing perspective, Integrating tower crane remanufacturing into the production process holds profound significance for corporate development. By adopting a customer-centric approach to precisely identify market needs, companies can enhance product market fit and competitiveness, thereby boosting sales and profitability. Customized manufacturing that meets customers’ individualized requirements not only elevates customer satisfaction and loyalty but also helps build a strong reputation and secure a stable, long-term customer base. Moreover, promptly responding to customer feedback enables firms to swiftly refine their products and services, continuously improving operational performance.
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