The commercial vehicle market in Shaanxi has always been a place for hegemony. How is Dongfeng Commercial Vehicle doing here? Recently, the author walked into the Shaanxi Commercial Representative Office of Dongfeng Commercial Vehicle Co., Ltd. and listened to the new dream of Dongfeng Commercial Vehicle.
Run good results on the opponent's site
This year has been a test of the automotive industry. The snowstorms at the beginning of the year, the May Wenchuan earthquake in May, the national third transition in July, and the Olympics in August all brought severe challenges to the automotive market. In the face of pressure, Dongfeng Commercial Vehicles faced difficulties and achieved a market share of 37% to 40% on competitors' sites.
In the Shaanxi market, Dongfeng Commercial Vehicles’ sales target for this year is 4,505. In the first half of this year, due to seizing the market opportunity, it achieved sales of 2,935 units and completed 65% of the annual target, an increase of 24% over the same period last year; 1,456 vehicles were completed in the quarter and 1,479 vehicles were completed in the second quarter. Tianlong and Hercules have a total annual target of 2,262 units. From January to June, they achieved sales of 1,311 units, completing 115% of the first half year target and 60% of the annual target.
Compared with 2007, the sales structure of Dongfeng Commercial Vehicle in Shaanxi this year has changed significantly. Since the coal transportation market in Yulin, Shaanxi province has driven the rapid growth of tractor sales in the neighboring provinces, sales of tractors nationwide have risen very rapidly this year. In such a large environment, the proportion of sales of Dongfeng tractors this year has further risen on the basis of the original 45%, reaching 62%. At present, Tianlong accounted for 45% of the total sales structure; after the implementation of the National 3, the proportion basically exceeded 60%, indicating that the product structure adjustment has been successful.
Take the marketing route with Dongfeng characteristics
The Shaanxi market can achieve such a good performance, can not be separated from the marketing strategy of the headquarters, but also inseparable from the hard work of the first-line officers.
Chen Xu, general manager of Shaanxi Business Representative Office, said that in the past three years, the main task of the Shaanxi Business Representative Office was to establish the brand of Dongfeng Commercial Vehicle among the users, that is, establish the Tianlong and Hercules brand. “What needs to be explained here is that the user is not aware of the Dongfeng brand but does not know the brand of Dongfeng Commercial Vehicle. As we are building a mid-to-high-end Dongfeng commercial vehicle brand from the Dongfeng brand.â€
In order to attract more users, the Shaanxi Business Representative Office effectively used a point-to-face marketing strategy to identify local influential users as sales consultants and often held forums to let them know the situation at the first time after the launch of new products. And give test rides and other preferential policies. Then, based on these sales consultants, through their word-of-mouth communication, from point to point, starting from key areas and key lines, they gradually affect the entire region and then influence one region to other regions. For example, products loaded with DCI11 engines were first sold only in Xianyang, and then gradually expanded to areas such as Liquan, Changwu, and Yongshou. Since 2007, they have gradually expanded to Yulin, Xi’an, and Weinan, greatly improving customers’ Commercial vehicle product recognition.
In addition, launching a fuel-efficient competition has also become an effective marketing tool. In the second half of 2007, the headquarters launched a new car L3004240. In order to win the favor of users as soon as possible, Shaanxi Business Representative Office planned a fuel-saving competition in October. More than 20 users participated in the competition, many of whom also own different brands of transport vehicles. The content of the competition is that users use different brands of vehicles and pull the same weight of goods from Yulin to Xi’an. The facts speak louder than words. The East Windmill not only has low fuel consumption, but also has high safety and comfort. Therefore, L3004240 easily won a good sales performance in the first half of this year. In the second half of the year, Shaanxi Shangdai District held a fixed line competition again for the DCI11 product selling point.
Tianlong: See Rainbow After Rain
Tianlong's promotion in Shaanxi has experienced a tortuous and difficult journey. With the maturity of products, Tianlong brand has gradually been recognized by users, and the market popularity is getting bigger and bigger. There is such a phenomenon in the Yulin coal transportation market. When many bosses are hiring drivers, drivers will ask Tianlong to do so, even if they don’t give 1,000 yuan a month. It is not difficult to see that Tianlong's brand value has been deeply rooted in people's hearts.
In the field of commercial vehicles, for the economics, reliability and comfort of Tianlong, the industry and even competitors have formed a consensus. “In Yulin, I once encountered some secondary dealers who boasted about each other's own car. But when someone mentioned Tianlong, no one would ever speak.†Chen Xu said, “Now we are aware of this, too. With the continuous development of the market, the requirements for the cab have become higher and higher. This work has already been done one or two years in advance, so it will greatly help the promotion of the brand. After the transfer to the third country, if the convergence is good, The high-end market is basically ours."
The sales market is changing
Faced with the heavy pressure of the truck market this year, the Dongfeng Shaanxi Shangdai Office calmly analyzed the situation and did a lot of work.
According to Chen Xu, the Shaanxi transportation market is mainly energy and agricultural products and bulk cargo transportation. The energy market is concentrated in northern Shaanxi, Yulin, Yan'an, and the areas that connect with the southern part of the city; bulk cargo transportation market is mainly in Guanzhong area, such as Xianyang and Xi’an. Relying on these two platforms, Dongfeng Commercial Vehicle has formed three major markets: Xianyang, Yulin and Weinan. Xianyang is a strong market for Dongfeng Commercial Vehicles; Yulin is a multi-brand competition area, among which Dongfeng is ranked first; the situation in South Anhui is not optimistic, and Dongfeng’s market share in Weinan is not dominant.
In response to this market pattern, the Dongfeng Shaanxi Shangdai Division has formulated corresponding measures: First, take the tractor with the largest proportion in the entire sales structure as the breakthrough to minimize the price impact brought by the State Third; second, on the DCI11 commodity Thirdly, establish a project team to strongly promote Hercules, and control the service radius within 50 kilometers, in order to lay a solid foundation for next year's sales; Fourth, to strengthen services and spare parts for the National III products. In order to improve the service quality, the Shaanxi Business Representative Office organizes service stations within its jurisdiction to carry out V-UP activities, so that everyone can visit each other to find out their own gaps and rectify, and at the same time increase the country's spare parts reserves.
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