A new era of commercial vehicle marketing from the listing of SIH lions
A100 Anatase Titanium Dioxide,Titanium Dioxide,Anatase Tio2 Titanium Dioxide,Anatase Titanium Dioxide Tio2 Wuxi Qijun New Material Co., LTD , https://www.tio2supplier.com
SIH’s Jieshi heavy-duty card market broke the dullness of the heavy truck market in 2009. According to the performance of heavy truck companies over the past years, they are no different than attending the Beijing or Shanghai auto show, listing their own new products, signing contracts with major customers, or a semi-annual communiqué and a business meeting at the end of the year. However, since the financial turmoil that occurred in 2008, many domestic experts have predicted that there will be a big decline in the heavy truck market in 2009. Although the country has announced an investment plan to promote economic recovery of RMB 4 trillion, and has implemented the revitalization plan for the top ten industries, especially the revitalization of logistics planning and infrastructure, it is closely related to the development of the heavy truck industry. However, these investments and planning will take some time to show the effectiveness of the economic stimulus. From early to early March of 2009, the heavy-duty truck industry saw good news and turning points. However, what really took off during this period and showed what it did was the high-profile launch of SIH's “Jieshi†new product after three years of research and development in Beijing. This move was considered by the industry to be the performance of SIH's confidence and strength. It also shows that SIH hopes to return to the good vision of the first group of heavy trucks through the listing of new products.
Heavy truck pattern Warring States situation
If we want to revisit the history of heavy truck companies in China, it is undoubtedly very heavy. Regardless of whether the original Sinotruk Group was divided into three, it was later that Auman was born out of the Steyr platform and drove the entire heavy truck sales. In short, there is no lack of sparks and collisions among heavy truck companies, and there are no shortages of surpassing and dreaming. If the Chinese New Year fireworks for heavy trucks were ignited by Auman from 2004, the patterns of heavy-duty truck companies that have been flourishing and contending since then have been established at that time. Now that we are reviewing the heavy truck companies in the Chinese market, we will be surprised to find that there are so many heavy truck companies in China. Originally, China was the most intense battlefield for global heavy truck competition. On this battlefield, there are no lack of powerful new generations, and there are also heroes who are always strong; this time on the battlefield there is the killing of jinge iron horses, but also the unpredictable business sector doubts. If we do not consider the factors of time politics, and only consider the development of heavy truck companies from the perspective of market, we may be able to make a final conclusion. The development of this typical commercial vehicle company has already entered an era of marketing.
We simply look at the heavy truck companies or brands that have been or will be demonstrated in the Chinese market. In addition to the special tyrants and lions of Shanghai Yihong, there are HOWO of China National Heavy Duty Truck. Last year, it also had new products HOWO7. The FAW Jiefang J6, which was not listed on the grand performance list, Dongfeng Tianlong, Dongfeng Tianlong, Dongfeng Liuzhou, and Dongfeng Nissan Diesel, have been known as the Dongfeng Tianlong, the Hercules, Dongfeng Nissan, and the Dongfeng Nissan Diesel. There are also Auman who later settled on and is determined to become the largest company in China for commercial vehicles; Foton Motors; Beiben, Hualing, Jianghuai Gefa, Huizhong Shipwright Shark, former South Steam Turbine incorporated into SIH and Xugong Automobile, which has just acquired Chunlan Automobile, has a young man who has always been known as a green heavy truck and is mainly sold in foreign markets. There is also the newly-established GAC Hino, Shanxi CNHTC, which is about to debut, and the soon-to-finish Jinggong Automobile. Domestic heavy truck companies do not include foreign Mercedes-Benz, Mann, Scania, Renault or Volvo. Although these few foreign-funded heavy trucks can not sell thousands of units a year, they are still dividing the high-end market for heavy trucks in China. Among so many heavy truck companies, what we have seen is a strange phenomenon, as if every family is still alive, and it can still be very moist. It is not surprising that foreign manufacturers in Europe and America desperately tied up in China, whether they want investment or a joint venture to enter China. After all, China’s heavy-duty truck market is too big and the market is too big. Just making every market segment will be very rewarding. of. But is this really the case? not necessarily!
Prior to the listing of the Lions, there were news of joint ventures between Mercedes-Benz and Auman. It is believed that Auman will also create new cars of European descent in the near future. If we add rumors of joint ventures between Dongfeng Commercial Vehicles and Volvo, we may also Will see more Dongfeng new car listed. Even if these are true, but only the existing heavy truck brands in the Chinese market, although they are targeting different market positioning, but ultimately can not avoid the same price and more intense competition in the same quality of products, this time, Cheng As Mr. Zhang Bin, Brand Director of Foton said, marketing is everything!
Marketing concept leads
Fukuda has created a myth of heavy truck sales since 2004 with its innovative shape, flexible distribution policy, and a nationwide marketing network. Although afterwards, Auman took a big U-turn for after-sales service and spare parts supply, it took three years to reach a complete recovery, but after all, it has laid the foundation for the first group of Chinese heavy trucks. strength. In recent years, marketing has been greatly promoted. The “truck contest†it has done for many industry professionals “doesn't understandâ€. It seems that Auman is going to be the “star†in the eyes of the entire nation, but it’s not Denies that Auman's marketing system and success are successful.
China National Heavy Duty Truck always regards its “trend in the trend and its dynamic trend†as the external communication concept of the company. It is to influence the users. If heavy trucks are used, then China Heavy Duty Truck is undoubtedly the best.
Shaanxi Automobile has always been the biggest imaginary enemy of China National Heavy Duty Truck and has launched rounds of offensives. It has also spared no effort in marketing. It has experienced rapid growth in recent years and repeated entrepreneurial myths. They created a marketing point for the so-called “golden supply chain†and made users feel that the main components used in Shaanqi’s vehicles are the best. In addition, Shaanqi’s vehicles are “people with moralsâ€, so Sharon of Shaanxi Auto Such "De" vehicles will certainly be more than China National Heavy Duty Truck.
The marketing transformation of Dongfeng Commercial Vehicle is successful. When Xu Ping, the general manager of Dongfeng Motor Corporation, proposed the transformation of Dongfeng Motor's marketing, there were still many people who were skeptical. Now it seems that Xu Ping, general manager of the commercial vehicle marketing in the current era. Dongfeng Commercial Vehicles has changed from simple sales in the past to providing users with solutions for transportation systems. It has established a marketing strategy from the standpoint of users, and has turned the sales of one party into cooperation with users. Although before this, many manufacturers have realized or have already done so, but Dongfeng Commercial Vehicle is the first proposed and systematically perfected the "to provide users with solutions" marketing concept.
All heavy truck companies have different marketing concepts and marketing strategies. Whether they rely on the media trend or create their own marketing concepts, whether it is fuel-saving or safety-conscious, they represent only a representation of the entire marketing system and the entire marketing system. It is complicated and far-reaching.
Marketing strategy innovation
Since the concept of marketing was defined from the business community, no fundamental changes have been made to the book theory or the so-called MBA tutorials in actual combat. Marketing, which is business sales. Since it is a business, it must be inseparable from the strategy. The so-called “military soldiers are not fooled by fraudâ€. That is, the better the strategy or strategy, the better the ability to disrupt the competition. If it is sales, competition must be avoided, and competition is inevitable. Rely on "resources, relationships, and means." All these, the initial definition of the mall's so-called marketing.
We have always appreciated the slogan: "It has been imitated and never been surpassed." It is a kind of realm, a realm without my invincibility, a realm that leads the tide, and is born to be overlord. However, this realm is a danger in China's heavy truck industry. If you are superior to life and want to maintain this advantage, then you may have to pay more than other companies. Chinese entrepreneurs have always established a benchmark for their business ventures. They are continuously digging talents from this benchmark company, so that they can reach or approach this benchmark, and eventually exceed them. If China's heavy-duty truck industry is always imitated by others and not surpassed by others, then it must be a half-step ahead of its competitors in the marketing system.
For a successful heavy truck company, if it carefully studies its marketing system and analyzes its market positioning, strategy, or marketing network, it is not difficult to find that it consists of the following elements.
product. Having a product with excellent performance and a competitive platform is always the first magic weapon to win. This product is also the first resource in the competition. If Germany’s Manka’s Mercedes-Benz heavy trucks are all at the same price as domestic heavy trucks, then domestic heavy trucks are hardly competitive. Fortunately, the domestic mainstream heavy trucks, HOWO Ye Hao, Tianlong, Pa Lung, Auman or special tyrants, Jie Lion worth mentioning, in terms of quality, in the price are not much difference, which has the so-called competing products platform. If the product can not be greatly distanced from competing products, it will inevitably require more efforts in product innovation and technological improvement. Only if each step is ahead of the competing product, then it is possible to have one more chance of winning.
The internet. Domestic heavy trucks are basically distribution systems, and dealers are divided into several levels. Most of the first-tier dealers that have the strength to open franchise 4S stores, for a certain brand of franchise. The heavy truck distribution network may be equivalent to the service network in most senses. Distributors are both sellers and service providers. Although each heavy truck manufacturer also has service stations, professional service agents, and branch offices and offices in the region to coordinate sales and services, the importance of regional distributors is also important. It is different, and its importance is determined by its sales volume. Although the same dealer, but some do well, and some do poorly. In the same area, different brands, there are good sales and poor sales, but also the sales of construction vehicles are good, but the sales of tractors are poor. It is possible that the sales of heavy-duty trucks in the Shanghai market will be good, and the sales in the east will be poor, but sales in Shanxi may turn upside down. For heavy-duty truck companies, there is no space for them to be cultivated by the dealers or the network. It is a blank space and it is an area to be developed. Even if the network is covered, but the sales volume does not reach the target, it is also due to the unhealthy distribution network.
In the marketing system, the degree of network coverage and whether it is healthy is the key to success. In addition to increasing the management and control of the dealer network and enhancing the sales skills of the dealers, the dealer network must also compete for high-quality dealers targeting competitors. Each and every one of its own powerful alliances is the most powerful blow to competitors. It is necessary to increase the training of service networks, increase service awareness, and rationally allocate the supply of parts and components, give support to the company's maximum capabilities, and win customer loyalty with high-quality services. The spread of word of mouth for heavy trucks is of the utmost importance. It is possible that a village, a team, and a logistics company all use one brand of heavy trucks. The spread of word-of-mouth between each other may be due to timely maintenance after an accident or on-site service at a fixed time, or the benefit of a heavy truck may be infinitely amplified, thus becoming the basis for decision-making on the purchase of new customers.
In addition to distribution and service networks, modified vehicles, suppliers, financing platforms, etc., as upstream and downstream companies of heavy trucks, also belong to the network. On a broad level, the network gives more meaning to the "supply chain." Heavy truck companies only participate in the operations of more network members and close strategic partnerships with network members, making the entire supply chain system an alliance of honor and disgrace. Then, when the market is weak, the whole supply chain system will be shared; in the good market environment, it will be shared with the members' interests in the entire supply chain. In this way, delays in delivery due to retrofitting, missed orders due to supplier delays, and lost customers due to poor financing platforms will be greatly avoided. Only by making the network more sound and continuing to develop healthily is the competitor most afraid.
In the marketing system, besides important products and networks, it will also include channels and means.
It is an era of information explosion. However, some information is closed, but it is not known to more enterprises. Whether the information channels are unblocked, whether they can obtain more information on supervision of commercial vehicles in the relevant national ministries, and China’s law enforcement and regulatory information on continuously improving emission regulations will have a significant impact on the production and marketing policies of heavy truck companies and even mergers and acquisitions. . In addition to information channels, financing channels often focus on the development of card companies. Whether it is information channels or financing channels, whether the channels are unblocked will determine the success or failure of a heavy truck company at a critical moment.
If we increase the marketing of heavy trucks to the height of the art of warcraft, we will find that it is inseparable from the familiar words of some people in China. Whatever the case of "outreach, near attack" or "partition, alliance" can be considered as a means. Faced with many domestic heavy truck brands and the extension of such major components suppliers, such as engines, bridges, transmissions, etc., it is very difficult to choose a so-called alliance to stand on its own. However, in addition to the Union paving the way for itself, but also inevitably be good at demolition of other people's bridge. In order to provide users with better products and rely on dealer service providers to provide better services, it is necessary to go deep into users and be close to users to do terminal visits. It is necessary to analyze in a timely manner the so-called "helpless loyalty" users of the major heavy truck companies. Some users have a certain number of heavy trucks for a certain brand, and they cannot be easily replaced due to the large number of spare parts and the original inventory. Even if they are dissatisfied with the original heavy truck brand, they will have no choice but to choose the original brand. Unless external forces play a greater role, there are better ways and means to win this group customer's re-selection. Faced with various complicated and changeable markets such as the diversified and differentiated demand for heavy trucks in China, we constantly enrich marketing methods, continuously accumulate resources, and close relations, so that the marketing concepts of companies rise to a higher level. Say that there is more chance of winning in the competition.
While marketing ideas, business policies, and marketing methods continue to be innovative, it is also necessary to consider more about the sales strategies of distributors and large customers. Dealers are divided by region, but many group customers are divided by industry. How to do a good job in the marketing management of sections, do a good job in the group's business policies and protect and not harm the interests of dealers as a prerequisite, make full use of local government resources to find more valuable users, these are also in the heavy truck marketing system, Special attention and consideration should be given. At present, the Beijing Municipal Government has taken huge amounts of money to change the yellow standard of trucks to green ones, and the number of heavy trucks that need to be updated is also in the minority. In addition to the timely supply of products by heavy truck companies in cooperation with dealers, they need to develop more relationships for dealers, and thus win more sales opportunities for the company. It is believed that following the Beijing Municipal Government’s move to play an exemplary role in the country, local governments will increasingly consider or implement the policy of changing the yellow standard for green standards, which will usher in a new round of opportunities for commercial vehicles in China.
The era of commercial vehicle marketing is an era full of competition, full of opportunities and challenges. It is a competition between supply chain system and another supply chain system, and it is also a competition of marketing strategy and marketing means. As the country’s requirements for environmental protection become more stringent and the requirements for automobile emission regulations continue to increase, heavy-duty truck companies will usher in more opportunities for mergers and acquisitions. Commercial vehicle companies can only win in the new round of reshuffling opportunities if they win and strengthen themselves in marketing.
Let us wait and see who will win the marketing of today's commercial vehicle companies.
View related topics: New Generation Hongyan Heavy Truck - Jieshi GENLYON heavy truck listing