To withstand loneliness, Yan Yanfeng said.
Since the beginning of this year, the liberation of heavy truck championships has encountered unprecedented challenges.
"Liberation" brand won the world championship in single-brand sales in 2001. In 2002, the total sales volume ranked first in the world. It left behind the world's truck giants, Mercedes-Benz and Volvo. It occupied half of the domestic market and won national sales for five consecutive years. Since the beginning of this year, in the face of a severe market situation, the liberation people took the initiative to carry out strategic adjustments, formulated effective marketing measures and vigorously explored the market, so that the lost market share gradually recovered, and the sales volume of the liberation of heavy trucks still remained the first in the country.
Heavy truck market slows down overall
According to statistics from authoritative departments, the growth rate of auto production and sales exceeded 30% in the first three quarters, and heavy-duty trucks have changed the rapid growth of previous years. The growth has slowed down significantly. In the first three quarters, 213,000 heavy trucks were produced. , an increase of 5.06% year-on-year, sales of 203,000 heavy trucks, an increase of only 4.28% year-on-year, and sharp contrast with the rapid development of the entire automotive market, the industry analysts pointed out that the most important reason is the impact of changes in investment demand . As the country has implemented a proactive fiscal policy since 1998 and launched a number of larger investment projects, the demand for heavy-duty trucks with heavy traffic has continued to increase substantially. Since the beginning of this year, with the gradual completion of the old construction project or the end of the project, new investment projects are mostly in the stage of project establishment, resulting in a significant slowdown in the heavy truck market. In addition, changes in the SARS epidemic and credit policies have also affected the growth of heavy trucks this year.
Some experts pointed out that the decline in the production and sales of trucks of several major automobile groups in China also has factors that are inconsistent with the product structure and market demand. At present, the market demand for heavy tonnage heavy trucks has gradually become mainstream, which makes FAW and Dongfeng, which are heavy trucks with low tonnage, have been subject to relatively large influences. FAW launched a series of heavy-duty 12-tons in 2002. It became a hot spot in the market in 2002. In April 2003, it launched a number of new heavy-duty series. As the domestic truck market environment has undergone major changes, more than 15 tons. The demand for heavy trucks has increased. Competitors have launched competitive models in the leading products of liberation and heavy trucks such as Shuangqiao and Dump, and have taken away part of the market share of heavy trucks.
Dedicated the best products to customers
"Liberation trucks, money machines." This is the most famous slogan of liberating the brand in recent years. It links the interests of users and the interests of the enterprise closely, and reflects the idea of ​​achieving win-win results for users and enterprises. The reason why Liberation Trucks has been able to win sales titles for five consecutive years is to liberate a series of good products that meet market demands.
In recent years, the liberation of medium- and heavy-duty trucks has achieved rapid development, and a series of products consisting of standards, dumping, traction, special chassis, and various types of vehicles have been formed, and the products have been continuously improved in accordance with the needs of users. Each month, the product should be changed to a small size, so that it can be personalized, customized, fuel-efficient, and large-tonnage. In particular, the new products of the King of Engineering, King of Kings, and King of the Northwest have been introduced to adapt to the strategy for the development of the western region, and they have been recognized by users.
This year, Liberation introduced the FP and FM cabs using the Italian technology for passenger car interiors, with the optional German original engine. King's high tonnage heavy trucks, four upgrades, etc., large horsepower single-bridge tractors, double-bridge tractors, double bridge dump trucks and other heavy truck new products. The market is optimistic about the trend, for the majority of users continue to broaden the profitability space.
User First: Liberation Killer
Where there is life, there is hope.
The liberation people who have been baptized in the market economy have long proposed that to win the market, they must first win customers rather than win certain market share; high market share can only maintain the temporary status of the enterprise, can not maintain the company's eternal, high customer loyalty, can make The company continues to develop. Even in the face of difficulties today, liberation people still firmly believe it. In order to achieve the "user first" core philosophy, at the marketing conference held in Nanjing in 2000, Liberation put forward the "integration, direct effect, interaction, and win-win" eight-character principle, establishing "user first, dealer second, and enterprise Third, the concept of planning an interactive win-win distribution method. In that year, the liberated sales exceeded the 120,000 mark, creating the first sales volume, growth rate and market share in China. In 2001, at the marketing conference held in Zhuhai, Liberation proposed the establishment of a new type of customer relationship system in the 21st century, which will rank among international brands, consolidate old customers, develop new customers, realize repeated product purchases, and expand product sales space concepts. In that year, nearly 170,000 cars were sold and sold by the single brand in China, ranking first in the world.
In 2002, the liberation people put forward to strengthen the customer relationship system, create the best domestic marketing service network, through the "integration, interaction, direct effect, and win-win" to build a strategic alliance of liberation of the brand, improve the emancipatory brand lasting competitiveness. This year, the production and sales volume of Liberation heavy-duty trucks broke the 200,000 mark in one stroke last year, becoming the brand with the first single brand in the world that exceeded 200,000 vehicles.
This year, the liberation people also put forward the theme of “deepening the customer relationship system and building a world-class brandâ€. Three years in a row to make a fuss about the core concept of "customer relations" shows that the liberation people's "user first" core concept is continuously deepening in practice.
In order to implement the "customer first" concept, FAW has established a "friendly, fast, effective, and reasonable service standard; in the organization and service system, it has established a "customer relationship center" and established headquarters and provincial companies. The “four-tiered return visit system†of the “agents, service stationsâ€, namely “guidance visitsâ€, “tracking visitsâ€, “spot visitsâ€, “supervisory visitsâ€, etc. The trading company also launched the “liberation of national service agenciesâ€. The "liberation of the heavy truck competition" and "liberation of the New Year" activities have deeply touched the nation's liberation users. Through customer relationship management, we have constantly deepened our understanding of customer needs, developed the purchasing potential of our customers, and kept abreast of users' products. The demand for services, products, and supplies is timely, accurate, and effective in providing services to users, and creates customer loyalty to the emancipatory brand.
The liberation people not only regard the concept of “users first†as the concept of corporate marketing, but also develop it into a unique emancipatory culture and continue to penetrate the people’s hearts. The Spring Festival of Spring Festival of the Year with the New Year, the New Year, the New Liberation, and the Wealth of Hope and the Hope for Money, through the year-long advertisement of the "liberation truck money machine"; To the "unlimited innovation, creation and future development" public service advertising ... ... all reflect the liberation of people's deep friendship and friendship!
Touched service: a popular service brand
Those who get people's hearts get the world.
This is a true story:
The night watchman of the FAW Liberation Guiyang service station was awakened by a rushing knock at the door, which is 4:05 in the morning. A liberation car user named æ¸B20921, with an anxious expression of a bad clutch disc, stated to the attendant. The user's car was damaged in Xiuwen County, 38 kilometers away from the service station. The car was loaded with hot material (for sand paving and asphalt-mixed finished products) and must be sent to the site before 8 o'clock in the morning, otherwise the insulation After the time passes, the hot material will solidify, which will result in the loss of tens of thousands of yuan. The attendant immediately calls the hotline mobile phone at the service station and tells Luo Bin about the situation. After receiving the phone call, Mr. Luo immediately called the library manager Mo Yan and asked her to immediately send information to the service station. Mo Yan received a "command" in her sleep and rushed to the service station without saying anything. Although Mo Yan’s home is far away from the service station and the road is dark, for the user she has the courage to go out. When she was panting to the service station and asked about the situation, she was dumbfounded: because the only 380-mm clutch disc driven by the user was led by a repairman yesterday and went to an emergency vehicle in the field. I wonder if it was used. Holding a glimmer of hope, she immediately contacted the repairman and the repairman told her that she had used it. How to do? Seeing the user's almost desperate look, she thought of the FAW accessories store and dialed the buyer's phone. After knowing the store's detailed phone number and contact, he immediately took the user directly to the FAW Accessories Store 2 kilometers away. The user finally bought the necessary accessories. It was difficult to express his gratitude. He said: "Thank you, to the FAW service station, it really feels like home."
In the process of liberating people to move the service brand, there are still many stories that are touched. They compose a song "to donate generously for the families of the families of the victims"; "invite the mountainous torrents to save people"; For yourself, it's easy to give the user a "moving touch." FAW's service model, Chang Yanjiang, has entered Tibet more than 50 times. In order to implement rescue services for users, he drove alone to a few hundred kilometers of Ali's no-man's land; he often hangs his tongue at the Tanggula Mountain Pass over 5000 meters above sea level on New Year's Eve night. The words are: "I will never regard the user as God. I only regard them as friends because my friends need to treat each other with sincerity."
“What can we do for our users? Until they are satisfied; we can still do something for the users until they moveâ€. This is a simple marketing idea proposed by the liberation people and is the best interpretation of the “user first†core philosophy. This year, the liberation people will go further and regard "creating" the "touched service" brand" as the basic principle of service work. "Users did not expect that we can think of it; what users think of, we can do it, and users think that we do a good job, we can do better." This is a liberation of people's sincerity toward the user. In the past few years, despite the ever-changing market conditions, the liberation people have consistently established the core concept of loyal practice "users first" and always put users in their hearts.
Marketing Network: "Win-Win" Guarantee
Pro-Yuan Xian fish, as retreat webs.
Marketing network is a kind of strategic resource of an enterprise. Only by building a strong, well-controlled marketing network can it obtain capital that competes with competitors. After years of construction, the liberation people have now established a marketing team with reasonable layout, complete functions, good image, and strong capabilities, and they are in a leading position among domestic enterprises in the same industry. In 2002, “Liberation†invested a large sum of money to strengthen the construction of online image nationwide. 80% of the network units completed the standardization of the emancipation of the brand. One seat of “Red House†(the color of “Liberation†stores is red) Become a beautiful landscape of various cities, greatly enhance the liberation of the brand image. At the same time has also been the trust of the majority of customers, many users have seen the four-in-one shop, that is more exquisite than the car store, more ethnic characteristics.
After major achievements in the network "hardware" construction, FAW Trading Corporation immediately began to upgrade the network "software" level and hired professional training companies for the automotive industry to carry out marketing networks in Changchun and Beijing respectively. Targeted training will be conducted so that the network decision-making level will become an effective manager and the executive level will improve customer management and sales service levels, and improve the overall quality of personnel within the network.
Especially after the reorganization work in recent years, the layout of the liberation marketing network tends to be reasonable, and the agent image construction and function construction have made breakthrough progress. The comprehensive ability and management level of agents have been significantly improved, and the comparative advantage of the liberation marketing network has been achieved. Already formed. While improving the service level of customers and improving customer relationships, agents have also obtained substantial profit returns in terms of after-sales services and spare parts sales, which has increased the ability of agents to resist market risks and achieved a win-win situation with liberation.
Indeed, the advantages of customer loyalty, moving services, and sales networks educated by liberation for many years are strong and unshakable, but even more important is the fact that the belief in liberation of “eternal struggle for the first†has not changed in the slightest.
Yan Yanfeng said that FAW is to achieve a scale of one million, digital management, and international operations.
With the emancipation of the next year, the use of international advanced equipment, fully meet the individual needs of users, the emergence of heavy truck new products that can bring greater benefits for the majority of users, and a large number of sustainable development of multi-variety models to promote the liberation will be strong Strongly consolidate its leading position in the heavy truck market and make every effort to realize FAW's dream. We look forward to more powerful liberation before the world.
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