After the fierce competition in recent years and the baptism of the accession to the WTO, China's auto companies have gradually matured. Through cooperation with foreign companies, domestic passenger cars, especially cars, have been in line with international standards whether they are products or services. Autonomous brand auto companies stand out in the car market where joint venture brands dominate the world.
Compared with passenger vehicles, domestic commercial vehicle companies are still in a process of transformation. While products are continuously improving, services and marketing methods are moving closer to the mature car industry. Last year, Jianghuai Automobile proposed for the first time the "car business
The concept of "Singapore" has taken the lead in introducing the business model of the S shop into the truck industry, setting off a revolution in the marketing network of the commercial vehicle industry.
The role of marketing network highlights
As a means of production, commercial vehicles, especially trucks, have always been the "money making tools" in people's eyes. "Dora Run" is the same product standard that trucks have for years. Support for services, marketing, etc. These are seen as patents for the passenger vehicle industry, and are generally weaker in the commercial vehicle industry. Especially in the construction of marketing networks, most companies still remain in a “quantity†pursuit.
However, the competition in the commercial vehicle field is even more cruel than the market with a large passenger vehicle market. In the first half of this year, JAC, Foton, Dongfeng, Yuejin, and Liberation also introduced their own new products, Jun Bell II, Kang Ling II, Liang Jian, Ouma, Xiao Bawang II, Shuai Hu, Aowei, King Kong, Liberation of small cards and other new products are also landing on the market.
While a large number of new products have entered the market, the homogeneity of products has become increasingly serious. The advantages of the products themselves have been difficult to highlight; the role of weekly price reduction promotions is also gradually weakening. Under this effect, convenient and perfect terminal construction is becoming more and more attractive to consumers. Therefore, how to make their own marketing network more practical and efficient has become a key issue for commercial vehicle companies.
In the current commercial vehicle market, companies have begun to notice the important role of the marketing network. In addition to JAC, in March of this year, the Dongfeng Commercial Vehicle Marketing Network was fully integrated, and the non-traditional marketing service network of Liuwu, Xinhua, Hangzhou Auto and Dongfeng Nissan Chai will merge with the sales network of the truck company. Build a marketing network platform that integrates management, unified sales, and unified branding. Formed an overall marketing platform for commercial vehicles within the scope of Dongfeng Company.
Industry insiders analysis that auto companies integrate sales networks is an embodiment of actively adapting to market changes, and also a beneficial exploration of marketing methods. At present, the pace of sales network integration for commercial vehicle companies has already taken a step. In the future, more auto companies will surely begin to integrate their marketing networks.
JAC model is worth learning
At present, the marketing network of most commercial vehicle companies is still in its infancy. JAC has already demonstrated strong predictability. Its successful network construction model has brought a whole new revolution to commercial vehicle marketing networks.
At the beginning of JAC's establishment, JAC began to set up an independent marketing network. In June last year, Jianghuai Auto successfully entered Tibet and completed the nationwide marketing network construction, forming a complete service and marketing system covering 31 provinces, cities, and autonomous regions in China, in addition to Hong Kong, Macau, and Taiwan. The number of outlets exceeded 170. At the sales terminal, Jianghuai achieved the goal of "traveling to China."
After completing the establishment of the number of terminal networks, JAC boldly sought a breakthrough in “qualityâ€. In 2003, when all commercial vehicle companies were still busy constructing distribution outlets, JAC realized that the network terminal should not be just a place to buy a car, and the terminal situation that could provide diversified services like the S shop of a car is equally applicable. In trucks, it is bound to become the development trend of truck terminal networks. So JAC took the lead in putting forward the concept of "car-based operation." JAC's philosophy is reflected in two aspects. Firstly, in terms of products, JAC introduced “humanistic care†into truck products; on the other hand, JAC also displayed striking strength in terminal construction and boldly introduced the S-commerce business model of the sedan industry into the truck industry, which was at the time the terminal of truck companies. The fact that the construction is relatively backward engenders no small controversy, but the practice in the past two years has proved that the JAC's marketing network model is very successful.
Liu Xiang, a logistics company in Beijing, stated that after JAC implemented the 4S store, the integration of purchasing, after-sales and maintenance was more convenient for our users; the overall level of service was greatly improved compared to before, and the overall feeling was also high. In terms of grades, buying a truck can also enjoy a car-like star service, which was previously unthinkable.The manager of Jianghuai 4S shop in Beijing Jianghuai introduced that since Jianghuai implemented the 4S shop, the customer has responded quite well, and the S shop is a collection of vehicles. The service organizations integrating sales, spare parts supply, after-sales service and information feedback can not only provide customers with more convenient services, but also have a good display of the company's comprehensive strength and brand image.
In just three years, Jianghuai has built a total of more than 50 S-stores of various types in the country, and it is expected to exceed 70 by the end of this year. At present, the JA Shop of JAC Trucks is located in more than 20 provinces and regions in China. Leading and perfect terminal construction is a powerful antenna for corporate marketing and a strong backing for products and sales. Last year, Jianghuai Automobile was the only company to maintain profit growth among key national automobile companies in 14 countries. In the first half of this year, Jianghuai Automobile also went against the market in the context of slower growth of the industry, and its growth rate was higher than the industry average growth rate by 5 percentage points. The improvement of JAC's marketing network will undoubtedly play a powerful role in promoting the product.
Experts said that the S-store model has been very mature in the passenger vehicle industry and is still relatively blank in the truck industry, but it does not mean that it is unnecessary. Jianghuai Automobile as the first person to eat crabs, from its implementation effect, S shop management more scientific and more reasonable, the overall brand image and corporate development can have a far-reaching impact.
JAC marketing network model brings new atmosphere to the traditional marketing network model. As the competition becomes more intense, the competition of the marketing networks between auto companies will gradually become mainstream. Whoever finds the most suitable marketing method will be the ultimate winner. In this sense, the competition between marketing networks will also become increasingly fierce.
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