"Science enhances marketing capabilities and builds manufacturers' ecosystems." This is the theme of Bei Ben Heavy's business annual meeting this year. Not long ago, at the annual Beiben Heavy Industry Trucks held in Baotou, Beiben Heavy Duty Truck reviewed and summarized the achievements and gains and losses in 2009 work on the one hand, on the other hand, it gave high hopes for the work in the coming year.
In 2009, although affected by the economic crisis and financial policies, Beiben Heavy's sales still reached 28,000 units. Although it did not achieve the 30,000 targets set at the beginning of the year, it still increased by 25,000 units in 2008. %. For the past achievements, Dong Zhengming, general manager of Bei Ben Heavy Duty Truck Sales Co., Ltd. said that especially dump trucks, Bei Ben’s sales have accounted for 10% of the country’s sales, second only to China National Heavy Duty Truck, and achieved a breakthrough in production and sales since 2006. The most rare progress since Wantai. While making breakthroughs in production and sales, Bei Ben Heavy Duty has also achieved great development in the sales service network. In 2008, the number of first-class distributors of Bei Ben Heavy was approaching 200, with more than 300 service providers and 27 4S stores established. The huge scale of production and marketing and marketing service network is making Beiben Heavy Truck gradually move towards the rank of domestic truck companies.
Dong Zhengming stated that all the achievements made in 2009 were aimed at achieving better and faster development in the coming year and henceforth. The so-called “consequent action and confidant, and friends.†In order to better explore the market, the company researched and formulated a series of ideas and tactical details, from information construction, business policy transformation, marketing network construction, 4S construction, financing credit Starting from the aspects, we have comprehensively arranged and deployed various work in 2010. “In 2010, the company first switched its information platform comprehensively. Second, the transformation of its business policy from an upscale model to a functional one upgraded it. Third, it improved the coordination mechanism to promote the balanced development of the network. Fourth, it continued to strengthen the 4S construction. Fifth, it expanded financing. Channel financing problems."
Despite the impressive results, there are still deficiencies. In response, Dong Zhengming stated that the lack of proper analysis and judgment of market demand forecasts, lack of access to and response to market confidence, lack of intensive cultivation of end customers and market segments, imperfect marketing management systems, and inadequate service delivery are all Beiben heavy gas urgent problem to be solved.
In the face of the current situation, Wang Shihong, general manager of Beiben Heavy Duty Trucks, proposed that in 2010 Beiben will achieve sales of 40,000 units of all types of vehicles and chassis. Among them, the sales volume of dump trucks exceeded 20,000 units, the number of tractors exceeded 10,000 units, the number of road transport vehicles exceeded 5,000 units, and the number of specialized vehicles exceeded 5,000 units.
However, if we want to increase the sales volume from less than 30,000 to 40,000, Beiben is obviously facing considerable pressure and difficulties. In response, Wang Shihong analyzed the market competition strategy of Beiben in 2009 and elaborated the structural adjustment of Beiben's products. The principles and development ideas. It also proposed six major parts: adaptive product mix, information-based communication, price system, business system, distribution system, and financing policy. In Wang Shihong's view, these six parts are connected to each other and are indispensable.
Wang Shihong said that the basis for completing sales of 40,000 units is products. In 2010, Bei Ben confirmed the sales target of 20,000 dump trucks. As the most contributing product, we can say that the dump truck wins, and the Beiben wins. In order to give full play to the advantages of dump trucks, Beiben has followed the principle of “different markets, different uses, different configurations, and different price levels†and has newly launched five series of dump trucks.
Business policy is the bridge for manufacturers to communicate and is the prerequisite and guarantee for accomplishing tasks. Beiben will, based on the four basic principles of “stabilizing the price system, protecting the interests of distribution channels, standardizing the management of market promotion, and promoting the healthy development of the network,†has made major adjustments to the 2010 business policy, and achieved mutual cooperation and win-win cooperation between the company and dealers at all levels. .
In 2010, the Beiben price system will remain unchanged, but new adjustments will be made based on different products, different markets, and different types of interoperable groups. Beiben also offers a variety of suitable financing support for dealers in need. At present, users buy cars are basically cash spot. So do distribution before the market starts. Set a good foundation for sales in 2010.
Wang Shihong said that informationization is a high-level form of marketing management. Without information, companies are always risk takers. The company is to use the achievements of informatization to solve some problems that have been precipitated during the rapid consultation process in the past few years.
With the continuous upgrading of heavy-duty truck products and the gradual intensification of market competition, the industry competition presents a trend of “multi-polarizationâ€. For Bei Ben Heavy Duty Truck, the marketing service strategy will focus on product-focused and price-based strategies, and will shift to the group that focuses on the network and marketing combination. On the basis of the “Southward Westward Expansion†strategy, through strong integration, Beiben will make full use of and utilize the resources of Baotou, Penglai, and Chongqing to define the goals and positioning, clarify the product division and target market, further improve the product structure, and form mutual support. The Group's large-scale marketing strategy with complementary advantages and resource sharing actively participates in market competition and supports the continuous development of Beiqi Heavy Industry.
In marketing work in 2010, Bei Ben will flexibly use tactical combinations to skillfully plan and seize market opportunities. Based on the branch company's marketing as a platform, we will look far ahead, recognize the situation, and seize the opportunity. Improve Beiben brand image. Through the combination of multi-level combos, they will seize the commanding height and fully win the comparative advantage in the competition.
View related topics: China National Heavy Duty Truck Breaks Monthly Sales Record for National Heavy Truck Industry
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