2010 was a year full of glory and dream for FAW liberation. With the efforts of all employees of the Liberation Company, sales of liberation trucks were extremely hot and continued to remain high. The average monthly sales volume exceeded 22,000. As of the end of November 2010, the trucks of Yiwu Jiefang Co., Ltd. had accumulated 245,000 units in total, breaking through history. The highest record is a year-on-year increase of 68%, which is higher than the industry's 14%. Based on this estimation, it is a foregone conclusion that FAW Jiefang Co., Ltd. exceeded its scheduled sales target in 2010 and created a new historical high.
What are the reasons for the liberation of FAW in the ups and downs of the highly competitive commercial vehicle market and has achieved such excellent marketing performance? Zhang Bing, general manager of FAW Jiefang Automobile Sales Co., Ltd. pointed out: "Our marketing performance this year has benefited from the continued improvement in the competitiveness of our liberation products, thanks to the continuous improvement of marketing system management capabilities, marketing innovation capabilities, and service support capabilities; Thanks to the indomitable struggle and unremitting efforts of the distribution network, service network, and spare parts network. Here we take a look at the road to liberation marketing success.
Accurately grasp the market and promote market share
In 2010, driven by favorable factors such as macroeconomic growth, increased investment in fixed assets, and continuous increase in the total volume of road freight, the medium-heavy truck market has continued to grow. The total annual demand has reached 1.27 million, an increase of over 43% year-on-year. .
Faced with unprecedented fierce market competition, the liberation marketing system accurately grasps the pulse of the market and accurately grasps the differentiated demands of users on product performance and price in accordance with the established grab share, the basic work line and 20% market share target at the beginning of the year, and integrates Changchun. , Qingdao, the advantages of resources base, build a product portfolio closely matching the characteristics of market demand, covering a comprehensive product camp and differentiated product advantages, so that the overall competitiveness of the liberation is significantly enhanced, balanced growth of high-end, mid-range and economic products to promote the market The share has been increased. As of the end of November 2010, the cumulative market share of Liberation has reached 20.6%, an increase of nearly 2% from the end of 2009.
In accordance with the characteristics of different regions, FAW Liberal promotes scientific regional marketing strategies. Northeast, North China, East China and other emancipated market shares have steadily increased; Northwest, South West, South China and other disadvantaged and disadvantaged markets have achieved rapid growth; Yunnan, Guizhou and other regions have been successful. The transformation from a weak market to an advantage market has been realized; the liberated regional sales structure has been significantly improved.
In the product segmentation, in the 22 product segments covering the needs of industry players, the share of emancipation has risen in an all-round manner, including 15 emancipatory and growth-type markets, which has increased by 50% year-on-year; the growth trend of the liberation of large-marine products has been particularly Significantly, the continuous optimization of the sales structure laid a good foundation for the greater development of the liberation of marketing. Sales of the above-mentioned key varieties have been enhanced, and the sales structure has been optimized. This has laid a solid foundation for the continued growth in the share of liberation and continuous improvement in distribution network profits, and has provided a broad space for development.
Consolidate management fundamentals Significantly improve marketing system capabilities
Sales volume and share are changes that can be measured by numbers, but a strong management system supports changes in numbers. In 2010, Liberalization focused on improving the management level of the liberation marketing system with a solid foundation for management. It focused on improving marketing support, enhancing market analysis and grasping capabilities, and carried out a series of fruitful work.
The core change is that the liberation marketing system gradually shifts from sales-oriented to share-target-oriented. In other words, the quantity you sell yourself cannot explain the problem. The key is to obtain a horizontal comparison of the whole market. . In 2010, FAW’s liberation goal of the overall share target, the share target of the line, the target of the market segmentation, the target of the regional share, and the target of the agent’s share constituted a step-by-step detailed target system, which made the work and market demands and structure of the marketing system. Competition is more scientific and closer.
Focusing on the core evaluation system of the share, the marketing management model of the product line has been implemented liberation, and specialized product line teams with traction, dumping, loading, and special-purpose products as the main lines have basically formed a complete line of marketing workflows for each line. The research on market segments has become more in-depth and meticulous, and the market demand structure and changing trends have been more accurately grasped. The support and guidance for the promotion of the products of the Shang Dynasty and the agency commodities are more targeted.
In the company's internal management system, from the goal development, terminal data collection and analysis, target process tracking to employee performance appraisal, financial analysis and management, etc., have gradually achieved a digital management model, making the marketing system work goals more specific. Make the monitoring process achieved by the target clearer.
FAW Liberation has laid a solid foundation for management. It has not only stayed in the company's internal management, but has also extended to channel construction. Its purpose is to improve the management level of the entire marketing system. For products using the agency-based marketing model, the role of the channel is self-evident. “Channel is the king†has become the strongest voice. Whoever has mastered the high-efficiency channels will grasp the market. This year liberated 57 new sales networks and achieved a breakthrough in the development of network layout.
At the same time, Liberation also conducted hierarchical training on marketing networks from automotive theory, assembly troubleshooting techniques, sales processes, customer management, etc., and organized nearly 10,000 liberated sales representatives and service representatives, held a liberation sales elite competition and liberation. The technology contests have improved the management and marketing capabilities of the online channels. We can see the determination to liberate and utilize the network system resources and build a strong comparative advantage.
Emancipating the J6's All-out Force
FAW Jiefang was able to achieve exceptional sales performance in 2010. It is inseparable from the market acceptance of J6 heavy trucks as a strategically oriented main product.
With precise and efficient key product promotion strategies and initiatives, Liberation J6 products exceeded 60,000 units throughout the year, establishing its dominant position in the domestic heavy truck market, among which J6 dump products gradually replaced J5 products and significantly improved users. The degree of acceptance of liberation dump products; 11L machine series monthly sales of more than 1,000 units, the annual sales exceeded 12,000, significantly increased the liberated heavy truck product adaptability and recognition; Deutz series product sales breakthrough throughout the year 10,000 vehicles laid the foundation for liberation of product power upgrades and better response to the four stages of market competition in the country; sales of cement mixing products dominated by J6P exceeded 1,500 vehicles, enabling special vehicle users to have a new understanding of liberation products. Market recognition has been fully enhanced.
Liberation of J6 from the first to the 60,000 vehicles, in a short period of time, through the stage of the market launch and strategic resource allocation, has maintained an excellent market performance, repeatedly miracles. The 60,000 J6s are not only new breakthroughs in the history of liberation, but also have created unique achievements in the industry.
However, reviewing the development process of Liberation J6, we will find that as early as July 15, 2007 when J6 rolled off the new top-tier heavy truck platform from FAW, it did not immediately increase sales as the most important task, but to create real Targeting the world-class heavy trucks in line with China's national conditions, the company will continue to innovate technology advantages, continuously improve product cost-to-value, continuously improve product lines, and continuously improve its marketing service capabilities by timely grasping and satisfying changes in the needs of truck users. Accumulate, take advantage of the situation, in 2010, Liberation J6 finally seize market opportunities to fully exert its power, not only won a good sales performance, but at the same time its pragmatic, prudent and pragmatic pace of development will also liberate the core values ​​of trucks, money machines Pushed to a whole new height.
Responsibility for quality bearing, technology creates advantages, innovation leads the future. Liberated J6 heavy trucks bring new operational experiences to Chinese users with superior product quality, leading technological advantages, and innovative profit models. FAW Jiefang successfully completed the transformation of its product structure, highlighting the strong competitive strength of the liberation of the J6 heavy truck, and its leading position in the industry continues to be consolidated.
"4P+2S" Marketing Technology Means More Effective
Liberation as a market leader, constantly innovating marketing methods, and upgrading the level of marketing technology. They innovated marketing theory, the first in the industry put forward the "4P + 2s" theory, and used to guide the marketing practice, enhance the ability of the marketing system to grasp the market.
Those who have studied marketing know that the “4P†theory, which includes the connotations of Product, Price, Promotion, and Place proposed by American McKinsey, is the foundation of modern marketing theory. However, developing companies must also innovatively use theories that meet the characteristics of the industry based on their actual and market conditions. The complexity of truck marketing, the variability of market demand, and the uncertainty of environmental changes make the marketing of the entire truck industry lack scientific analysis methods and tools. The high degree of complexity of the industry makes it easy for marketers to see only problems. One side leads to wrong decisions.
In order to enable the liberation marketing system to have a set of scientific, sound and unified market analysis tools and to enhance the overall, meticulous and in-depth level of market analysis at all levels of the marketing system, FAW Liberation is based on the 4P marketing theory and combines the market characteristics of medium and heavy trucks. With marketing experience and innovative marketing theory, we integrate 4P+2S market analysis tools with product, price, channel, promotion, service, and spare parts as the key services and equipment factors for truck marketing. .
The standardized market analysis model promotes all aspects of the marketing system to accurately and thoroughly grasp the key factors such as market demand, user characteristics, and competitive situation within the jurisdiction, and also recognizes the defects and deficiencies in understanding the market and grasping the demand. Its own short board.
Emancipating and improving the tractor segment market is a good example. The tractor is an advantageous product for liberation, but after analyzing with the “4P+2S†tool, it shows that the 320 to 360 horsepower still has a liberation short board. When it is liberated, it concentrates resources on attacking this market. By the end of the year, its market share has increased. 19%, the role of the "4P+2S" analysis tool is evident.
Through the use of "4P+2S" market analysis and other technical means, the liberated product's adaptability is further enhanced, and products such as 6x2 traction and 4x2 cargo are liberated, and their share in the market segment has increased significantly. Rapidly responding to changes in market demand structure, quickly turning technological advantages into product advantages, quickly launched regional marketing and promotion campaigns, and liberated many products to firmly establish competitive advantages, laying the foundation for a comprehensive victory in 2010.
Touched service upgrades Customer satisfaction increases brand value
“I can do something for the user until it is satisfied; I can still do something for the user until I feel touched.†This is the simplest and most charitable service concept of the liberation of FAW. For the majority of users to create "moved service" has always been the tireless pursuit of FAW liberation people.
For liberation users, the reason for reliance on liberation is not only the performance of vehicles, but also the moving services. Mr. Chen from Hubei J6 users, from the time he went to Guangzhou for delivery, the dealers had to go to the highways in Hunan, because the long-distance driving plus the heavy load, suddenly the car failed. At that time, Mr. Chen used the check-in desk to call for truck repairs at many places. The answers were disappointing. Because repairs on highways are very dangerous, many repair shops are lions, or are afraid to take responsibility and refuse. As Mr. Chen delivered a batch of fresh produce, he missed more than one minute in a single loss. In desperation, Mr. Chen took a look at the mentality of trying to open the "400" customer service hotline. After receiving his help, the manufacturer immediately contacted the nearest liberation service station. After understanding the relevant situation, the service station quickly arrived at the scene and replaced the accessories for free. Mr. Chen eventually arrived in Guangzhou on time.
The service has always been the liberation of the “Treasure of the Townâ€, and the system of service and sales has become more interactive this year. "Advance" has become the characteristics and advantages of liberation services: Liberation has established 46 heavy dump trucks at service points across the country, and the liberation service station is located at the first site of truck work, achieving the "moving forward" of liberation service stations. For a time, the company solved the problems for the users; liberated and established four major storage bases in Changchun, Tianjin, Wuxi, and Xi'an, realized the “moving forward†of spare parts reserves, shortened the lead time, and increased the rate of one-time delivery; at the same time, The strategy of “parts, different purchase price, and uniform sales price†unified the price of spare parts, streamlined the claim process, realized “claims advancement†and accelerated the speed of claim settlement.
The liberation guarantees “moving forward†through good service guarantees; it reinforces the basics of service and realizes “swiftnessâ€; it enhances service support and moves forward with “realization†of services, and users’ satisfaction with the emancipation of brands continues to increase.
New sales record inspires FAW to seek a new leap
The liberation has created a historical record of annual sales, and the sales volume of the Liberated J6 has grown rapidly. This is the main thread for the liberation of “maintenance-based, improvement, rush-share-enhancing, and win-win†as the liberation, and the full expression of comprehensive competitiveness.
Constantly consolidating the foundation, constantly upgrading the system, and indomitable self-innovation have enabled Chinese auto companies to continue to grow bigger and stronger. This point has been fully confirmed in the development of the liberation of trucks by FAW. We believe that FAW's liberation goal is clear and its thinking is clear. With the advancement of the industry's advanced system marketing concept, under the guidance of FAW Group's quality, technology, and innovation, FAW liberation will usher in more space for development and will become a driving force for China's national automobile industry. The strong momentum of the previous development.
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