The development of China's heavy truck market needs to undergo "three major phases." The first stage - the competition stage of "quality and price", that is, homogenous or near-homogeneous heavy-duty truck products, the market often shows a pure price war, whose price is high and who sells badly; on the contrary, whoever The price is low, and whoever sells is better. The second stage - the competition stage of "accessories and services". This stage is the business fight services, fight accessories, who's services in place, who convenient maintenance, low cost, who's sales is good.
The third stage, the competition stage of “culture and brandâ€, under the premise of product quality and service in place, the product brand communication injected by the corporate culture makes the customer loyal to the enterprise product series.
According to statistical data analysis, industry insiders came to the following conclusion: From 1994 to 2007, the development of the heavy-duty truck industry in China was at an important stage of development, and it was the “first stage†for the development of the heavy-duty truck market in China. Since the second half of 1998, the heavy-duty truck market in China began to grow at a high speed, especially in 2004, the heavy-duty truck market was in a “blowout†growth trend; in 2008, the Chinese heavy-duty truck market had already passed the initial stage of “price, quality,†and entered the competition. The second phase - the competition phase of "services and accessories"; in 2010, China's heavy truck market will be expected to enter the third phase - the competition stage of "culture and brand".
A double-edged sword
In view of the fact that the nationwide implementation of the three national standards will be implemented on July 1, 2008, and the service maintenance of the national triple-card vehicles will be relatively complicated, after May of this year, the highlight of competition in the Chinese heavy truck market will be placed on the competition of "accessories and services." The source of market share growth for heavy truck companies has begun to change. Whether or not the network structure of "parts and services" is perfect and whether it can meet the normal operation of vehicles in the heavy truck market, especially to meet the requirements of the country's triple card products, has become the "double-edged sword" for heavy truck companies in 2008. In the second half of 2008, whether it can completely solve the low-price maintenance and convenient services of the National 3 vehicles will become the main source of relative sales growth of heavy truck companies, and it will also be the main cause of the relative decline in the sales of heavy truck companies.
There is a theorem in the automotive market: the total amount of possession of a vehicle determines the size of vehicle accessories and services. In the first five months of 2007 and 2008, the heavy-duty truck market continued to grow at a high rate. The market for mainstream heavy-duty trucks grew relatively fast, and the market share continued to increase. The "new army" in the heavy-duty truck market also actively expanded territory and sales volume rose rapidly. From January to December of 2007, the total sales volume of Dongfeng and the two liberation teams of FAW were 184,978, accounting for 37.94% of the total market share; the total sales volume of the four companies of the Steyr platform was 240,589, and the market share had reached 49.35%.
In 2008, how heavy truck companies achieved relative growth in sales, and achieved a stable market share without being eroded by competitors, it is necessary to achieve a good layout of "accessories and services." In the second competition stage of “services and accessories†in the heavy truck market in China, how do each company do?
The six companies "parts and services" from the perspective of FAW liberation of "touched service" brand
In July 2004, the liberation service with the theme of “moving service and moving China†was vigorously launched across the country. This activity has achieved certain results. Liberated through personalized user services, its reputation has been made available to customers. improve. The emancipation has been further refined in terms of service commitments, service measures, service policies, and service measures, and has received very good results.
In 2007, Liberation opened four “green channels†for spare parts throughout the country, encouraging service stations to increase the proportion of original parts for social maintenance and social sales, and improve the availability of regional spare parts support and the timeliness of spare parts. In 2007, Liberation also introduced an online inquiry system for parts. Users can check whether the main assembly and accessories are produced by FAW's liberation-accredited manufacturers or vice-manufacturers according to parts number, name, etc., and various accessories can be retrieved at the same time. Sales price. This will enable FAW's accessory system to achieve standardized management, truly achieve unified national prices, uniform service standards, and unified corporate image, which greatly protects the interests of users. Dongfeng's "Sunshine Service"
Since June 2004, Dongfeng Commercial Vehicle's “Sunshine Service†has shuttled to China's busiest highway main line. As soon as the Dongfeng truck fails, the service vehicle immediately goes to emergency handling to ensure that users will not Failure and missed business opportunities.
In 2007, Dongfeng Commercial Vehicle also carried out service technology competitions throughout the country to increase the service's influence. Through the perfect combination of service skills and service specification processes, the “professional, fast, truthful, and trustworthy†service guarantee concept is deduced, mainly from the car-loving vehicles to the caring users; from the emphasis on providing vehicles with technical solutions, to provide services for users. Program changes; from focusing on maintenance results to focus on the service process. China National Heavy Duty Truck "Family Service" and Accessories
In recent years, China National Heavy Duty Truck Co., Ltd. has carried out the construction of a loved one's accessory system in a variety of ways including accessories franchise stores, franchised networks, procurement, and dealer training. The service of relatives has become the trademark of Sinotruk after-sales service and has passed the State Administration for Industry and Commerce and the Trademark Office. Registration of other units. At present, China National Heavy Duty Truck Group headquarters carries out microcomputer control on accessories manufacturers. All accessories are marked with the words "kin of love" and echo with the "family" service to form a brand. First, the price is unified and standardized. Each layer of the product is The packaging is marked with the "family" logo, to prevent counterfeiting, so that the quality is guaranteed.
From the end of 2005 to August 2007, the sales of new vehicles of China National Heavy Duty Truck increased by more than 70% year-on-year, and the number of social possessions reached 200,000. The degree of customer satisfaction continued to increase. The number of distribution outlets for loved ones' accessories increased from a dozen to more than 560. Regional sales centers have grown from scratch, reaching 10 at the end of 2007. The monthly sales of loved ones' accessories have also increased from the initial RMB 100,000 to more than RMB 50 million. In 2007, it reached 580 million RMB. Shaanxi Heavy Duty Truck Establishes World's Largest "Heart Care" Network System for Heavy Trucks
In 2007, Shaanxi Auto brought together 500 vehicle systems, 1,600 Weichai, and 1,000 service stations of Fast. In addition, 3,100 service networks cover 31 provinces, cities, and autonomous regions across the country (except Hong Kong, Macau and Taiwan). The world's largest heavy truck after-sales service network system has initially appeared; after this major deployment to the aftermarket in 2007, Shaanxi Automobile's after-sales service has been able to reach 4S stores, mobile service stations, mobile service vehicles, and GPS positioning systems for coordinated operations. Meet user needs anywhere.
In 2007, Shaanxi Automobile Group extended the warranty period of Delong and Deyu to 18 months and unlimited mileage on the basis of the 12-month limit of the vehicle warranty period.
Shaanxi Auto's implementation of a joint call center integrates an after-sales service guarantee electronic information management system, an accessory supply electronic information management system, a vehicle marketing electronic information management system, and a GPS service vehicle dynamic dispatch system, which shortens the response time of user services. Beiqi Foton implements new service management plan
On August 1, 2002, the Foton Auto Call Center was launched to provide standardized, family-friendly, personalized, and professional call services for all Foton Automotive product line customers, distributors, and service providers. In 2007, Futian Call Center launched a new type of services: comprehensive and detailed consulting services, rapid response rescue services, accepting various types of complaints and various types of customers return visits.
In 2007, Foton improved its anti-counterfeiting network query system for accessories. As long as the user scratches off the anti-counterfeiting coating, users can access the Fukuda website to identify the authenticity of the product. Jianghuai Automobile vigorously promotes franchise stores
In 2007, while Geerfa was in continuous development, it further optimized the service network and accelerated the informatization construction of services. Geerfa launched a franchise store model to promote the integration of marketing services while attracting high-quality distributors for key sales and services. It is understood that Geerfa will build about 80 4S stores in China and upgrade the service quality of Geerfa.
The three phases of the development of the heavy truck market have their own internal laws and connections, and they need to be gradually developed at the level and cannot be arbitrarily crossed. Why domestic heavy truck products have strong market competitiveness, and imported products are not competitive in the Chinese market, mainly because foreign heavy truck brands do not experience the “first two competition stages†of China’s heavy truck market, and lack of market resources, including product prices. Acceptability and the degree of basic layout of service accessories are in place.
According to relevant authoritative forecasts, in 2008, the demand for heavy trucks in China will be approximately 560,000 units, and the total number of vehicles will remain approximately 2.5 million units. In 2008, demand for heavy truck services and accessories in China will reach more than 50 billion yuan.
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