In June 2021, the Briton China Engine Dealer Conference was held at the Atlantis Hotel in Sanya.

In the upcoming fiscal year 2021, Briton has maintained a momentum of rapid growth in the Chinese market, and its engine sales have reached a new high in the fiscal year. Behind the high growth, the role of distributors is indispensable. Yang Lei, general manager of Linyi Xinguang Electromechanical Co., Ltd., spoke on stage as the honorable guest representative of the 2021 Special Contribution Award. His speech won rounds of applause from many dealers in the audience.

1. It used to be the first batch of Chinese distributors, why did you give up halfway through?2. Why return to the Briton engine dealer team again?3. How to develop and grow in just a few years and be named the annual outstanding distributor for three consecutive years?With these questions, we interviewed Yang Lei, general manager of Xinguang Electromechanical, Linyi City, Shandong, to learn about his story with Briton.

Linyi Xinguang Development History

Xinguang Machinery was established in 1996. In 2004, it set foot in the general machinery industry. It mainly deals in garden machinery, agricultural machinery, and construction machinery related products. Its annual sales are nearly 200,000 sets. In 2012, Jinhonghuo Agricultural Machinery Company was established. Its main business is to promote agriculture. Branded chain management of mechanical products has developed more than 20 chain stores in Shandong.

First cooperation with Briton Engine

Ten years ago, 99% of Briton's engines in China were direct sales to major customers. In 2012, in order to allow Britone engines to serve more users, Britone began to expand its engine sales channels in China. Because of the trust in Briton's brand and products, Linyi Xinguang actively applied for and successfully passed the assessment, becoming one of the first batch of Briton's engine dealers in China. "Agricultural machinery is our main market. At that time, most of the domestic agricultural machinery market was low-priced products, and farmers were very sensitive to the price of engines. Although the performance and quality of Briton's engines were very good, the price was slightly more expensive, and farmers couldn't Accepted. Our promotion was not particularly smooth, and we had to choose to give up under the market environment at that time.” Yang Lei said.

Join hands again to open up the Shandong market

After several years of development in the domestic agricultural machinery market, market demand is also changing. Many farmers are aware of the advantages of high-performance products in terms of operating efficiency and overall cost of use, forming a certain demand for high-end products. "It just so happened that Briton sales also came to the company again to communicate, which again ignited my enthusiasm for promoting Briton engines."

The two parties cooperated again, and Linyi Xinguang became the agent of Briton Engine in Shandong. "Consumption upgrades have brought many opportunities for Briton engines in the Chinese market. As a distributor, I deeply feel this. Therefore, we actively cooperate with Briton to promote products and expand the market. As long as Briton participates in the line We are actively participating in the next exhibitions and promotional activities. From the Agricultural Machinery Exhibition to the Bauma Exhibition, various large-scale market events involving the general machinery industry have become a good opportunity for us to develop new customers." Yang Lei said. In order to promote Briton's engine, Yang Lei traveled to the machinery markets of all levels of cities, counties, and even towns and villages in Shandong. The mileage of the car to run the business has exceeded 500,000 kilometers. Through unremitting efforts, the number of Briton engines sold by Linyi Xinguang has continued to grow rapidly. High-performance and high-quality Briton engines are favored by more and more Shandong customers. In the second year of cooperation, Linyi Xinguang Electromechanical was selected as the annual outstanding distributor of Briton.

Project cooperation for special engines for pastoral management machines

Brigitte pays great attention to user needs and constantly develops new products in response to market needs. After a joint investigation with Linyi Xinguang, Briton found that the high-performance half power reducer market has a good development prospect, so it formally established a project to develop a special engine for the pastoral management machine. The new engine has been designed, tested, improved and perfected and will be officially launched in 2021. It has received positive feedback from farmers and won gratifying sales results. Yang Lei said: "Not long after the product was launched, we combined the advantages of Briton's strong after-sales service network to conduct professional engine service activities and achieved good promotion results."

The Briton brand has been established in the hearts of farmers, and farmers all love to use Briton Power’s pastoral management machine, because the work is efficient and easy, and it is easier to make money.

Briton’s "human touch"

"Belitong’s strong Chinese team has always respected each other, communicated and cooperated closely with us. They have provided us with professional training and technical support in engine selection, application matching, after-sales service, and market promotion, and helped our dealers grow rapidly. , Development and growth.

I always think that choice is more important than hard work. It is very important to choose the right partner and develop together. "Being vigorous and conscientious is the deep impression that Mr. Yang left me. From the development of the agricultural machinery market to the establishment of its own brand, to the cooperation with Briton to develop new products, Mr. Yang has been down-to-earth and deeply cultivating the market everywhere. This This kind of continuous pioneering and enterprising spirit is admirable.

I believe this spirit will help him achieve greater success in his career.Editor/Xing Wentao