Xican Settles Efforts to Increase Brand Value
In 2015, the economic environment at home and abroad was complicated and the auto market was in a state of downturn. In the face of severe market conditions, from January to August, FAW Xicaba Aowei 11-liter engines continued to maintain their leading position in the same displacement engines with a 45.5% market share. Sales volume of Xichai Hengwei 4/6DLD machines increased by 119% year-on-year. The market achieved new success with a year-on-year increase of 61.5%. Faced with a relatively optimistic situation, FAW Xichai settled in an emergency to find a gap, organized plant employees to carry out crisis education, delivered market information, allowed employees to perceive market crisis, and conducted market visits and services and rationalized suggestions for all employees. Activities such as the search for a combination of departmental work and brand building, brainstorming, improving weaknesses, and strengthening the brand value of Xichai, and strive to build a brand image of a leading, internationally-renowned, and high-end power brand supplier in China.
Xichai Party Branch secretary visits users
Perceived the crisis to unify the confidence of the brand
In late July, Xichai Party Secretary Xu Xuefen required all departments to effectively focus on the overall situation of the center and do a good job of ideological work for employees. Through crisis education, some employees should be relieved of blind optimism and firm confidence in business development. All departments of the plant, based on the “First-half Market Information Feedback in 2015†prepared by the factory, immediately communicated to the employees the overall status of the industry and market, the main measures taken by Xichai, and the projects for which Xichai products still need further improvement.
On August 20, the factory issued a “Dealing Bulletin for Quality Problems of Parts and Components â€. In accordance with the objectives of the quality refinement project, the factory performed severe attacks on some small problems that were not surprising at all times. In order to change the ideology of “small bumps that are not quality problemsâ€, the company firmly establishes the concept that the upstream process is responsible for the next process, forms the mechanism for the next process to assess the previous process, checks it at each level, and implements its responsibilities.
The educational activities have caused the staff to tighten the crisis and unified the determination to improve the quality of work and improve the satisfaction of users. The employees realized that every person and position in the Xichai family must use their own Actual actions to practice "brand leadership", and strengthen the Xichai brand.
Xichai marketing service staff explains maintenance knowledge for users
Full action to identify the strong point of integration of the brand
The more the merrier. In order to stimulate the enthusiasm of all employees to strengthen the brand, the factory carried out the “I offer a plan for brand building†activity among all employees, and the employees focused on the brand value and strategic objectives, based on the department, the position and the upstream and downstream processes and related The work of the post centered on quality, energy efficiency, innovation, and symbiosis, conducted in-depth investigation and analysis of existing problems, and proposed proposals for improvement and improvement. Some employees pointed to the status quo of Xichai's network propaganda in its infancy, and put forward a plan for “innovating and planning online activities to improve brand network promotion.†Some employees pointed out that in the 6DL assembly line, manual tightening stations lacked on-site error prevention and data records. In retrospect, the quality of hidden problems can not eradicate the status of the proposed "self-development 6DL assembly line nozzle manual data acquisition system" strategy; some employees according to the rapid development of the domestic mobile phone market and the popularity of smart phones, the status quo proposed "development The engine electronic ID card APP project plans to establish an engine ID card management, provide guidance to the user in engine maintenance and repair, real-time management of engine spare parts, and establish a bridge between end-users and factories.
The factory also fully carried out the "I offer a plan for the cost reduction" rationalization of recommendations, guide employees regularly check the potential reduction point, put forward the potential reduction point and the implementation of recommendations to enhance the gold content of the Xichai brand.
Strengthen visits to solve market feedback problems
The more difficult the market environment is, the more it is necessary for the party and government to work together to promote brand marketing. In order to make users more satisfied with Xichai products, in August, the factory party committee launched the “Summer branch secretary summer market visit in 2015†activities, and the visit activities were divided into four routes, covering 43 vehicle manufacturers, distributors, service stations, and large cities in 8 provinces. client. The Party branch secretary took the issue to the market, took the service to the market, and took the market to the point. For the immediate settlement of the problems found in the visits, suggestions are made for timely feedback issues that cannot be resolved immediately. For example, when Party Secretary Wu Shugang visited Zhengzhou Jiantong Automobile & Trade Co., Ltd. on August 17, the dealers reported that Shaanxi Auto and other vehicles installed Tianxingjian built-in driving recorder, which meets the requirement of the vehicle management station to install the driving recorder. The requirements can also be used for real-time monitoring and positioning of vehicles, which is a difficult task for dealers to monitor the timely repayment of vehicle owners. Xichai engine liberation car did not keep pace with, affecting sales. He contacted the relevant personnel of the R&D department and sales company on the spot and agreed with Jiantong Automobile and Trade Co., Ltd. to establish a car as a test prototype vehicle by Jiantong Automobile and Trade. Xichai was responsible for installing the clairvoyance system for the vehicle and promote it after trial. , Zhengzhou Jiantong Automobile & Trade Co., Ltd. is very satisfied. When visiting Ganzhou Geerfa Commerce and Trade Co., Ltd. in Anhui, the company stated that their 4S shop will soon be completed and will recruit a group of sales and service personnel, hoping to get support from Xichai training. The visiting staff immediately stated that Xichai will fully support Ganzhou Geerfa’s training of sales service personnel diesel engine knowledge. A two-step strategy has been formulated: Individual backbone personnel can send training to Xichao Training Base; general personnel can receive training from Xichai trainers locally. The dealers and large users have truly felt the meticulous, sincere and superb skills of Xichai's "core service".
Not only that, Xichai also organized sales company leaders to visit the FAW market and the social market in four ways to investigate, understand a user, solve a problem, drive a market, and strive to build the Xichai brand.
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