Commercial vehicle companies strengthen channel control
This year, Jianghuai made adjustments to its marketing organization structure for light trucks. The original light truck marketing company was replaced by three independent marketing companies: Jianghuai Shuai Ling, Jianghuai Bell and Jianghuai Lucky.
Affected by multiple adverse factors such as the declining macroeconomic trends and the withdrawal of stimulative policies, the commercial vehicle market has continued to slump this year. In the face of sluggish sales of terminal equipment, domestic commercial vehicle companies have also encountered unprecedented sales pressure.
In order to solve the sales problem, car companies can use all the means to promote new products, promote sales, upgrade services, and deploy overseas... All kinds of strategies to drive sales have frequently appeared in the market. In this round of fierce competition in the market, in addition to the competition between products and services, whether the company's sales network is perfect or not, as well as how the control of the channel is, has become an important weight in the competition. “In the automotive sales market, there has always been a saying that the channel is king. Therefore, controlling the sales network also controls the market to a large extent. Especially when the market is not in good condition, the importance of channels is even more prominent.†An industry expert told reporters.
As a result, in the context of a downturn in the market, the commercial vehicle industry has ushered in a wave of network changes—adjusting the sales network, broadening marketing channels, and controlling the terminal market, and becoming the key to the market layout of commercial vehicle companies. Among them, there is an overall market strategy of “focusing on the adjustment of the network structure and comprehensively improving the matching of the marketing network and the market structureâ€. There are also various guidance and support policies for the construction of the terminal network system, and there are some that combine the development of the enterprise itself. Actual architectural adjustments.
Refine the network and implement marketing
Perhaps in the eyes of some people, this rather abrupt move is nothing more than a normal departmental adjustment within the company. In fact, for Jianghuai, the seemingly simple adjustment behind it is a strategic deployment that has been brewed and prepared for the past two years.
It is understood that with the enrichment of models and continuous improvement of the product lineage, as early as 2010, Jianghuai Light Trucks will focus on the distribution of its sub-categories as its marketing layout. To this end, the company first systematically integrated the product, formed a handsome, bell, bell, bell, Kang Ling, good luck five major brands. Subsequently, according to the characteristics of the needs of different user groups, its light truck products are fully integrated into Shuai Ling, Jianghuai Bell, Jianghuai good luck three major strains, and dealers are encouraged to sub-network marketing.
Although the attempt to sub-segment marketing has begun, but to make this new sales model truly achieve accurate marketing, and then to promote the role of sales promotion, not only companies need to build products for different consumer groups, but also need independent marketing. Departments specialize in managing different networks.
With this in mind, Jiang Huai had the idea of ​​splitting the light truck marketing company into three in accordance with the three major strains, and started deployment two years ago. According to Zhao Houzhu, deputy general manager of Jianghuai Automobile and general manager of commercial vehicle company, Jianghuai first stepped down the original light truck marketing management department into three, and officially upgraded the three management departments to three marketing companies this year. .
With the adjustment of this marketing organization system in place, the three marketing companies will manage the product lines of Shuai Ling, Jiang Huai Bell, and the three major brands of JAC Luck and the corresponding network resources in the future, so that the marketing departments of the sub-series will Working in a more specialized direction.
While continuing to deepen the marketing of light-card segment lines, Jianghuai also expanded the concept of sub-sector marketing to the heavy-duty field this year. According to different functions, the company's heavy-duty trucks will be integrated into three series: Geerfa, Swordsman and Dagong. This move was also interpreted by related parties, Jianghuai will soon be in the heavy truck sector to promote the precursor of marketing.
In fact, in the field of domestic commercial vehicles, the companies that have or are promoting branch line marketing are not only JAC. Some industry experts pointed out that since 2010, sub-sales sales have become a common marketing model in the passenger vehicle industry. Since they can meet the needs of market segments and help dealers in the field of subdivision, they also began to The commercial vehicle industry has become increasingly popular.
It is understood that many companies, including Dongfeng Commercial Vehicles, FAW Jiefang and China National Heavy Duty Truck Corporation, have adopted this model as their focus in their marketing management. Among them, FAW Jiefang combines the demand characteristics of different regions and the strengths of distributors. It specializes in franchise stores and stores to implement products for different product lines. It also encourages powerful dealers to open exclusive dump truck stores to implement sub-marketing. .
Dongfeng Commercial Vehicle has also realized the importance of market segmentation as early as two years ago. According to heavy trucks, Zhongka, tractors, dump trucks and special vehicles, the product is divided into five major lines. Moreover, each line has set up a special marketing team to facilitate distributors to carry out sub-sector marketing according to their own actual choices. At the fourth quarter marketing conference just held by China National Heavy Duty Truck Sales Department, the optimization of network layout and the development of a series of business strategies have also become an important marketing measure to fight for the end of 2012.
Integrate resources to form a group synergy
Although China National Heavy Duty Truck Corporation has not issued official news on this adjustment before, but in the fourth quarter of the specific work arrangements made by the general manager of China National Heavy Duty Truck Sales, Yunqing, do a good job with the Jining Commercial Vehicle Company's products docking content Awesomely in the column. The rumor that Sinotruk adjusted its marketing network system was also confirmed.
In related people's opinion, the main reason why China National Heavy Duty Truck chose to adjust its own marketing network under such a market environment is that the sales volume of heavy-duty trucks has fallen sharply this year, causing problems in China National Heavy Duty Truck Marketing Network. Contradictions are further highlighted. In order to increase the operational efficiency of the sales network, it is even more necessary to form a joint force and reduce internal friction at the group level. China Shouqi has decided to integrate its network resources. "After completing the network integration, the market action of China National Heavy Duty Truck will certainly change accordingly." Mr. Li, who has been concerned about the dynamics of the heavy truck industry for a long time, said that next, Sinotruk may include the products of Jining Commercial Vehicle Company into the truck. In the branch's sales network, the heavy truck truck dealers have multi-level models including high-grade and mid-range. This will, to a large extent, enrich the franchise's operating authority and help them to increase sales, thus resisting the "winter" of the current heavy truck market.
This point can also be seen from the related expressions of Yun Qingtian. In view of market expansion in the fourth quarter, he once stated that Jining Commercial Vehicle Company has perfect production and management, advanced equipment, and can fulfill its production tasks with quality and quantity. On this basis, the CNHTC Sales Department will do a good job in product positioning, selectively launch two series of products, HOWO and Haohe, according to different market demands, and do a good job of market research, positioning marketing channels, and doing a good job of network Construction. Visible, the next step, how to do a good job after the transfer of the marketing network adjustment, and further integration of existing products and network resources will be a key task for China National Heavy Duty Truck.
Finalizing the terminal Self-built secondary network
He told reporters that although Anhui has always been the traditional advantage market for the liberation of FAW, the continuous downturn in the heavy truck market since last year has caused sales in the region to be affected. In order to gain more initiative in the competition, FAW Liberation has been adjusting its marketing network in Anhui. One of the most important tasks is to guide and organize powerful first-tier agents to establish direct-operated secondary outlets.
It is understood that in the heavy-duty truck industry, an agent is mainly engaged in wholesale business. Once the market is depressed, its customers are very likely to lose, which will affect sales. At this time, enterprises can only rely on the resources of terminal customers in the secondary network to open up the market. However, current secondary networks are generally multi-brand operations and have low loyalty to a certain company. Therefore, for heavy-duty truck companies, if they want to use end-customer resources in their own hands, select first-tier distributors with strong distribution capabilities and strong economic strength, and establish secondary outlets in some key regions, thus building a self-employed type II. Level networks will be the key to strengthening their own channel control and winning market initiative.
For this, Han Xiaobin has a deep feeling. “After nearly a year of efforts, currently in the Anhui region, through the encouragement of agents to build their own small secondary sales and maintenance secondary stores, the self-supported secondary network of FAW Jiefang has basically been established. The strength of terminal control has been significantly strengthened. It also effectively boosted regional sales growth, he said.
The Dongfeng Commercial Vehicle, which will be the first year of this year's network transformation, will also use the deciding point as the focus of its network adjustment and layout. In some relatively disadvantaged areas, Dongfeng Commercial Vehicles, under the dual pressure of market decline and weak breakthroughs, expanded its marketing and service channels on the one hand and competed for customer resources. On the other hand, it also vigorously built secondary marketing service outlets and seized on end customers.
Thanks to the adjustment of this marketing strategy, Dongfeng Commercial Vehicle achieved a breakthrough in the performance of some regional markets. According to relevant person in charge, “At present, each county in Shijiazhuang, Hebei Province has at least one secondary outlet of Dongfeng Commercial Vehicles. The full coverage of outlets has a significant driving effect on sales. In the first half of this year, the contribution of secondary outlets to the sales of the Tianjin-Tianjin region The rate has reached 30%.†The same scenario also appeared in Guizhou, Ningxia and other places. It is reported that in many regions, by encouraging dealers to develop secondary networks, the number of terminal customers of Dongfeng Commercial Vehicles has increased significantly, and the regional sales share has also continued to rise under the trend.
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