The publication of the Blue Book on the Current Status of the Survival of Truck Drivers in China is a continuation of the marketing strategy of Shaanxi Shuangyou Brand. "Our users are on the road and our attention to them has always been on the road."
"What would you think of drinking mineral water?"
Looking at the bottle of water in his hand, Liu Keqiang asked himself, "I think of the fact that those truck drivers brought in the water day and night. They could wash their faces for no more than seven or eight days. They could eat without any points. Even a family of three children live in the car."
For Liu Keqiang, marketing manager of Shaanxi Heavy Truck Co., Ltd. (hereinafter referred to as “Shaanxi Zhongqiâ€) sales company, this group he is familiar with has more than 13 million people, but it is ignored by most people. In early 2006, the idea of ​​investigating the status quo of the survival of truck drivers in China was gradually shaped in his mind.
The Shaanxi Automobile Group Co., Ltd. (the parent company of “Shaanxi Zhongqiâ€) took the lead and jointed Xinhuaxin Management Consulting Co., Ltd., a sample of 700 drivers. It took a year, and it covered all parts of the country, even down to small coal mines, 2007. 4 On the 23rd of the month, the "Blue Paper on the Current Status of China's Truck Drivers" was released in Shanghai. The theme was "Spirit of Love and De Win the World." On June 19, China's first truck driver festival was held in Shaanxi.
"Whether it is the Blue Book Campaign or the Driver's Day, I have participated and I feel that Shaanxi Automobile is not the same as other companies. It makes social responsibility very clear." Zhang Xingye, Honorary Chairman of the China Automotive Engineering Society commented.
For Shaanxi Automobile, social responsibility and corporate profits never contradict each other. "Rearing around users" is at the core of its marketing philosophy - these truck drivers are precisely the main users of Shaanxi Automobile. According to statistics, 85% of buyers of its truck products are individual users. Although, nominally, they may be linked to various logistics and transportation companies.
In the highly competitive industry of heavy trucks, before 1999, Shaanxi Automobile was only a “little brotherâ€: a single product sequence, a lack of marketing service network, and the weakest strength. The heavy truck companies such as FAW, Dongfeng, China National Heavy Duty Truck and Hongyan have already occupied a seat of rivers and lakes. After 1999, Shaanxi Automobile began to implement the "Double Excellence Brand" strategy of "best quality and best service."
Quality is never a problem for a company that is a military company that is trying to shake off the tires. Military enterprises always strive for the perfect quality, and Shaanxi Automobile has penetrated into every aspect. In the National Day military parade on the 50th anniversary of New China, the military vehicles from Shaanxi Automobile have always played an important role.
What Shaanxi enterprises need is to “do more with customersâ€.
In 2001, Shaanxi Automobile pioneered the "service brand" - "intimate service" in the industry. The "big S service" has made its service quality a new level.
If you are a truck driver, the gearbox is broken and you need to run a fast repair station. If there is a problem with the axle, you need to go to a repair station in Hande. If the engine fails, you need to find a repair station for Weichai power. Are you bothered?
In response to this problem, Shaanxi Automobile integrated the concept of the gold industrial chain into maintenance services and created a new concept, “big S serviceâ€.
Through integration, Shaanxi Automotive has expanded its service network - 3,100 service stations (previously only about 500), each site can provide one-stop service. Moreover, its GPS real-time mobile monitoring and maintenance network is also being established simultaneously. Since May of this year, Shaanxi's truck users have been reported to be repaired. At the call center in Baoji, Shaanxi, they can accurately mobilize the nearest service vehicle to the service.
“The boss is usually very buzzing, and he is not afraid to do anything on the service.†Shaanxi Automotive Chairman Zhang Yupu spent more than 10 years on the cup of drinking water. He was always reluctant to change, but this time the “big S service†was transformed. Its fixed investment has reached more than 30 million yuan. In 2006, nearly 1 billion yuan was invested in technological transformation, accounting for 5.4% of sales revenue.
The market's response is positive. In 2006, the sales volume of Shaanxi heavy trucks reached 264,000, compared with only 40,000 in 1999.
On April 26, 2007, Shaanxi Automobile created a historical record of 378 vehicles on a single day. After that, daily sales have been around 350 vehicles, while the previous figure was basically maintained at 250 vehicles. In the first 10 months of 2007, its sales volume reached 499,000 units, an increase of 88.84% year-on-year.
Today, the publication of the Blue Book on the Current Status of China's Truck Drivers Living Situation is undoubtedly a continuation of Shaanxi Automobile's "Double Excellence Brand" strategy. "Our users are on the road and our attention to them has always been on the road." Liu Keqiang said.
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