The replacement of old and new is a normal phenomenon in the natural world, and so is the heavy truck industry. Looking back at the heavy-duty market in the first half of the year, there was a trend of “a new look for the old one†and the new generation of heavy trucks upgraded old products and became the main force in the market. A set of data fully illustrates this point: In the first half of the year, Dongfeng Tianlong series sold 53,529 vehicles, Liberated J6 achieved 32,000 units, Shaanxi Auto F3000 orders exceeded 20,000 units, and Dongfeng Liuzhou Bolong 507 broke 20,000 units. turn off.
Let's take a look at the date of birth of these new generation heavy trucks. Dongfeng Tianlong was listed on May 18, 2006. Liberation J6 was put on the market on July 15, 2007. Dongfeng Liuzhou Bolong 507 debuted in January 2008, and heavy truck Haoyu A7 debuted on December 19, 2008. Iveco Hongyan Jieshi was officially released on March 12, 2009, Shaanxi Auto F3000 was launched on September 15, 2009.
These heavy-duty trucks are all high-end products that have been upgraded in the last four years. Sales prove the strength of these new products, but whether a new product can gain market recognition will not only challenge the product itself, but also involve various marketing methods such as service guarantee and network construction. The heavy truck industry has a general rule. If the new product can not account for more than 60% of the total sales in 2 to 3 years, the promotion of this product is a failure. Therefore, in order to win the present and the future, enterprises can be said to be unique in promoting new products.
Selling points take the lead
In the promotion process of new products, companies generally consolidate their unique selling points and impress users with differentiated positioning.
"The integration of global technology, achievements Tianlong heavy truck" is Dongfeng Tianlong's slogan. As an important result of the joint venture between Dongfeng and Nissan, Dongfeng Tianlong integrates Dongfeng, Renault, and Nissan Chai technologies into one. Emphasizing the integration of international advanced heavy truck technology naturally becomes the unique selling point of Dongfeng Tianlong. Since June 26, 2006, Dongfeng Tianlong has gradually demonstrated its advantages in the transportation of dangerous goods after the first batch of Dongfeng Tianlong delivered users into dangerous goods transportation.
CNHTC Haoqi A7 has been equipped with a 16-speed electronic transmission controlled by China National Heavy Duty Truck and WABCO to become the biggest highlight of the A7. In order to meet different needs, China National Heavy Duty Truck has also tailored the D10 series of engines (270PS to 380PS), adopting independent innovation and the domestic pioneering turbocharger center technology.
Liberation of J6 is the replacement of heavy-duty trucks independently developed by FAW during the “15th Five-Year Plan†period. The core R&D target is to calibrate European high-end heavy trucks. In the process of cooperation with internationally renowned heavy-duty truck companies, Liberation has independently developed key assemblies such as cabs, engines, and axles through the integration of advanced assembly and component resources at home and abroad, creating an internationally advanced high-end heavy truck.
Shaanxi Auto F3000 is the main German technology. Shaanxi Automobile DeLong F3000 fully adopts Mantech technology from the cab chassis, achieving a number of functional enhancements and matching. Liu Keqiang, director of Shaanxi Automobile Market, told the reporter of “Commercial Automotive Newsâ€: “F3000 overcomes the defects of Aolong and F2000 in terms of appearance, comfort, and workmanship, and also applies new technologies. The product is more cost-effective and the price is only higher than The F2000 is more than 5,000 yuan."
Dongfeng Liuzhou Bolong 507 just entered the market to play the "European technology, Renault Power" slogan. The introduction of the frame structure of European technology and the optimization of the characteristics of the use of Chinese trucks has brought the Balong 507 a different selling point.
Service solutions to worry about
In the heavy-duty truck industry, there are not only a few examples that allow users to spread word-of-mouth through a timely and effective service. This shows the importance of services to sales, especially new products.
Therefore, before the F3000 was put on the market, Shaanxi Auto did a good job of storing spare parts for F3000. Liu Keqiang said: “Before the products are listed, spare parts distribution and service training are at the front. Generally speaking, the biggest problem encountered in the launch of new products is spare parts service, and users of the F3000 are less concerned about this. â€
In fact, it is not Shaanxi Automobile that is aware of this problem, but whether it can be done is another matter. According to industry insiders: “Based on the launch of new products and the replacement of old products, companies are often the first to introduce it and let the market test it. In fact, although the product was sold for a year and a half in the morning, it caused customer complaints. It is not conducive to the promotion of new products."
Therefore, on the time-to-market, the F3000 has been delayed by one year from the original plan. Its purpose is to make preparations well. “We first invested 5 million to 6 million yuan in spare parts in 10 regions, then gradually increased the area and further covered the whole country. Enterprises are sure to take certain risks, but it is worth it. After this year's F3000, we can quickly increase the quantity. To be prepared for anything." Liu Keqiang said.
New products are listed on the market. Sales staff are not familiar with the product's performance. It is also necessary to increase service training. In the early stage of the liberation of the J6 trial sales, liberation standardized and optimized the sales and service process standards. Within one month, agents and service providers were trained.
After being listed on Haoqi A7, China National Heavy Duty Truck Group launched the HaoJie "Family" service Huizhou Kyushu, Haoqi A7 series new car service activities, providing users with technical consultation and use training, explaining the performance and advantages of the new car, commitment Relief for the purchase of mandatory maintenance materials for Haoqi A7 during the first quarter of 2009.
Network boosts market expansion
To achieve sales of heavy trucks, the role of dealers can not be ignored. As the relevant person in charge of CNHTC said: “What kind of products are sold by dealers is what they sell. Because of the lack of market awareness of new products and unfamiliarity with product performance, dealers often have low enthusiasm.â€
How to mobilize the enthusiasm of dealers?
Liu Keqiang said: “In order to encourage distributors to order new products, we give greater preferential sales policy. In the 3-month promotion period when F3000 is listed, dealers can sell an F3000 more than 2000 yuan more than a regular car. Profit. We will also include the promotion of new products in the evaluation project."
In order to promote Haoqi A7, the company announced at the end of 2009 that the Haoqi A7 high-end tractors had a general drop of around RMB 12,000, and they focused on supporting highway vehicle franchise stores. If the franchised store sold more than 700 tractors in 2010, it rewarded 1 million yuan in that year; in 2011, it completed 700 vehicles and rewarded 1 million yuan.
FAW Jiefang adopted the principle of “exclusive agency in the business regionâ€, formulated the selection criteria and selection process for J6 agents, and selected more than 200 4S stores nationwide to highlight key areas. The first batch of three J6 agents in each region, and in the country's key logistics routes and J6 main operating routes set up 71 J6 authorized service centers, 6 directly dedicated J6 special spare parts center, the first batch of J6 special spare parts reserve 1500 Ten thousand yuan, and promised emergency rescue service for 3 hours (northwest, southwest 8 hours). At the same time, the cooperation with the refitting companies can also make the heavy truck new products take advantage of the upper position. In 2009, Liberation and CIMC jointly promoted the liberation of the J6 concrete mixer truck, and CIMC bought off the sales right of the Jiefang J6 mixer truck, achieving the complementary advantages of Liberation and the CIMC sales network.
Since Dongfeng Tianlong was listed on the market, Dongfeng Commercial Vehicles has undergone a marketing transformation and has formulated a marketing strategy for its products. This type of marketing model, which promotes sales, service, and training at the same time, has become an effective means for Dongfeng Commercial Vehicles to compete in the market.
Technical improvement perfect product series
Now, new products for heavy trucks of various companies have formed a new competitive product platform. To distance themselves from competitors, it is necessary to work hard on product innovation and technological improvement. Only one step at a time will lead to an extra chance of winning. .
Dongfeng Tianlong, Liberation J6, CNHTC A7, and Jieshi all based on tractors first when they are on the market, which shows that heavy truck companies attach importance to the tractor market, but as a new platform, the follow-up product development must keep pace. Liu Keqiang said: "The F3000's tractors, dump trucks, and special-purpose vehicle series are now relatively complete. In July this year, we launched a lightweight version of the premium version, which is 300 to 500 kg lighter than the models introduced in the first half of the year. The special vehicle announcement was also completed and it quickly switched to the F3000 platform."
CNHTC launched the Haoqi A7 tractor to fill up the shortcomings in the road car market. According to relevant personages of SINOTRUK, “SINOSTEEL's market share in the construction vehicle market has exceeded 40%. This year will focus on the development of the towing vehicle market.†To that end, CNHTC launched the “High-strength alloy frame + Henderson Rubber. Suspension + front less leaf spring + aluminum alloy transmission" lightweight tractor configuration. Under the pressure of weight-loading, few springs and small rear axles have become popular configurations for heavy-duty trucks.
At the Beijing International Auto Show this year, SAIC Iveco Hongyan also launched a lightweight lion. In order to realize the full-scale market expansion of Jieshi, SAIC Iveco Hongyan also launched “Jieshi†6×4 dump trucks and 8×4 trucks. After the launch of the flagship and deluxe editions, SAIC Iveco Hongyan will launch the Jieshi Comfort Edition in the second half of this year. The price is positioned in the mid-end market. As its general manager, Xiong Weiming, said: "To win the market, we must not rely on a single model."
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