The market is in steady need of 50-600,000 vehicles. How does Shaanxi Auto Heavy Truck go?

Not all enterprises are still in the process of industry downturn and industrial transition, they can still face the shortage of partners and media self-assessment. At the just-concluded Shaanxi Automobile Heavy Trucks 2016 Business Annual Meeting, Shaanxi Heavy Duty Truck Deputy General Manager and sales company Manager Zhou Yinchao not only revisited the 2015 marketing work highlights with detailed data, but also pointed out that there are four shortcomings in the work: the transition is not thorough, the sub-market competition is not adequately promoted, the customer needs to explore and manage the lack of capacity, grasping trends and opportunities It needs to be strengthened. In 2016, Shaanxi Automobile Heavy Truck Co., Ltd. is trying to achieve the goal of reviving through “performing transformation, cultivating, customer segmentation, and enjoying the future” and other targeted marketing strategies.

Shaanxi Automobile Holdings Chairman Yuan Hongming

Replay 2015, Outlook 2016

Zhou Yinchao said that in 2015, Shaanxi Automobile achieved a regional market improvement and market segmentation breakthrough through industrial restructuring. The tractors accounted for over 60% of the total, and the share increased by 2%; the X3000 went on an outstanding market listing and the sales exceeded 5,000; the new M30006×2 diesel tractors sold over 10,000, setting a new standard for economic logistics; the number of trucks increased by 300 compared to the same period last year. %, share increase 2.5 percentage points, sales reached 4,000.

However, due to the deficiencies of “complete transformation, insufficient promotion of market competition, lack of customer demand and management capabilities, and the need to strengthen the ability to grasp trends and opportunities”, it has brought tremendous pressure and resistance to the marketing work in the former economic context. . In order to break the ground, Shaanxi Automobile proposed the 16-character principle of “customer orientation, market segmentation, enhanced transformation, and service surpassing” in its 2016 marketing strategy, and strived to break through market segments by deepening customer demand research; Structure, promotion of transformation, project operation, build a new model of Shaanxi's merchandising and marketing; through sales, focus on the target market, seek new growth points, achieve breakthroughs in regional key markets, and upgrade customer service experience through service concepts. Through innovation and promotion, the company upgraded the “720° customer experience” brand to create the industry’s most fuel-efficient brand; through the implementation of Tsinghua’s full-total goals, it promoted breakthroughs in key work; through pushing marketing systemization, synergy and support, and control the risk of the marketing process; through active Team passion, creating an expert talent team.

In 2016, Shaanxi Automobile plans to sell 72,000 trucks throughout the year, of which X3000 will need to sell more than 10,000 vehicles; the sales volume of tractors will be 36,500 units, up 35% over the same period, including 6,400 port tractors and 6,500 dangerous goods shipments; sales of trucks will be 12,000. Vehicles, up by 200% over the same period, of which 1200 were couriered and transported, and 1,000 were refrigerated trucks; dump truck sales were 14,000, up 28% over the same period, including 6X4 dumps and road dumps of 7,000 vehicles respectively; sales of special vehicles were 5,000, up 66 over the same period %; gas vehicles sold 4,500 vehicles, up 88% over the same period.

Zhou Yinchao said: In 2016, Shaanxi Automobile must achieve its established marketing goals through four measures: “Strongly transform, plough, segment customers, and seize opportunities”.

Shaanxi Heavy Duty Deputy General Manager and General Manager of Sales Company Zhou Yinchao

Strong transformation to adapt to the new normal <br> <br> Shaanqi core marketing direction 2016 is to realize the adjustment of product structure, complete line of innovative marketing management upgrade.

Seven years ago, Shaanxi Steam started the strategic transformation of service-based manufacturing, starting with technology R&D, marketing, finance, and services, and providing customers with integrated solutions to achieve better returns. However, in 2015, the heavy-duty truck industry was in cold weather, with annual sales of about 545,000 units, a decrease of about 27% compared with the same period of last year. High-sells decreased sales metaphor and the market leveled off. Transformation led to the new development needs of Shaanxi Auto in the new period. In 2015, it will be the first year for the industry to enter the period of “stabilizing demand,” and market demand will remain at around 500,000-600,000 vehicles.

Under such a development situation, how to complete the new marketing goal of 72,000 units in 2016 must be put on the agenda. Zhou Yinchao emphasized that adjustments in the industrial structure and support for the adjustment of the strains are the only way for the transition.

Zhou Yinchao said that through the analysis of the market and the increase in national environmental protection efforts, Shaanxi Automobile will exert its influence on consumer logistics and special vehicles in the future, mainly pushing vehicles targeting ports, cold chain, express delivery, agricultural and sideline products, hazardous transportation, and large-scale transportation. The segment market has risen, and the total daily necessities, cold chain, express delivery, and hazardous chemicals segments have risen. In the future, Shaanxi Auto will work hard on these market segments. ' Chairman Wang Hongming proposed that during the 13th Five-Year Plan period, Shaanxi Automobile will make large commercial vehicles, special vehicles, and strong parts and components, cultivate new growth points, achieve sustainable development as the goal, plans to achieve the realization of production in 2020 More than 250,000 cars and sales revenue exceeded 100 billion. 'This must be achieved through enhanced transformation.
　　

Shaanxi Auto DeLong X300 Gold Edition

Farming segments, adapt to the new trend <br> <br> growth there is joy, hard work rewarding. In 2015, the new generation of flagship highway logistics model DeLong X3000 was launched. The sales volume exceeded 5,000 units, refreshing the industry’s new car sales record, and the achievement was closely related to the segmentation market of Shaanxi Auto and the precise orientation of the industry. In the deepening of the regional market, the realization of cash in Jinan, Shijiazhuang, Guangzhou, Ningbo, etc. was more forceful, achieving a strong sales breakthrough and rising overall market level.

The 31 heavy truck subdivided industrial markets were divided into research, analysis and analysis requirements. Hong Kong led, dangerous goods, road dumping, express delivery, cold chain, special vehicles and other project teams were established. Through the continuous mining of user needs and accurate customer analysis, the city was established The products made Shaanxi Auto heavy truck sales perform well in the industry.

Zhou Yinchao frankly stated that the core of the plough segmentation is to study and grasp the trends, and the marketing planning ability of the segmented market can be improved; the segmentation includes both market research and market planning, and it also needs to achieve a special breakthrough for the project team.

The second stage of market segmentation is to deepen the dimension. By studying the subdivision of regional and key markets, we can point out the right direction for marketing. Segment market product creation and working conditions must be perfectly matched. Segment product identification and selling points should be precise. Expert talent should play an important role in planning segmentation. The project team should implement market research and rescue of customer needs to achieve product development and key customer tracking and improvement.

Shaanxi Auto Heavy Truck X3000 Tractor

Department of customers, focus on the changing needs of core customers <br> <br> Department is to develop and industry groups large customers, sales service integration synergies, focus on end customers. Zhou Yinchao analyzed the future changes in the logistics market, saying that during the period of 2013-2025, the development of the Internet promoted the integration and redistribution of the logistics industry, pursuing lower costs, higher efficiency, and a trend of scale and grouping.

In 2016, in the transformation of end customers, we will integrate services and promotion to subdivide market segments to achieve customer tracking, routine maintenance and care. In the focus on service experience, we will rely on the vigorous development of the Internet and the Internet of Things to leverage mobile. Clients, develop exclusive APPs, rely on the new (heart) experience accompanied by e-way, realize service policy learning and big customer support tasks; fully promote “720° customer full experience”, let customers pass “product + service,” “online + "Offline", "atmosphere + timeliness" to truly experience the true connotation of "fuel-efficient + fast-acting" brand; to strengthen the cooperation relationship with remanufacturers by guiding the establishment of sub-industry associations and increasing contact with the government; "211 Project" Customer management tools, conduct customer demand research, realize customer management upgrade, continue to subdivide products and services, and provide overall solutions to develop large customers in the logistics industry.

Grasping Opportunity and Seizing Commercial Opportunity In 2016, Shaanxi Auto will seize the powerful opportunity for the opening of the 13th Five-Year Plan, seize opportunities for national planning development, quickly seize market opportunities, and strive to achieve a good start.

Zhou Yinchao said that Shaanxi Auto must grasp the opportunity of “national planning and development type”, and under the three strategic backgrounds of “all the way”, “Yangtze River Economic Belt” and “Beijing-Tianjin-Hebei Integration”, fully understand the development of various regions. At different stages, the key western regions in Xinjiang, Ningxia, Gansu, Shaanxi, etc., will pay close attention to the economic construction and the increase brought about by the renewal of yellow and green, targeting Chongqing, Hubei, Anhui, Shanghai, Fujian, Jiangsu, Shandong, Hebei, Tianjin and other eastern regions. Subdivided market logistics needs in the developed regions of southern China. At the same time, Shaanxi Auto must also grasp the “regional market change” opportunity, cold chain logistics in Henan, Shandong, and Shanghai, hazardous chemical logistics in Shandong, Zhejiang, and Chengdu, and express logistics in Beijing, Tianjin, Shanghai, Zhejiang, and Guangdong. Market changes, environmental upgrades in Beijing, Shanghai, Guangzhou, Nanjing, and Fujian have been replaced, and metro planning areas in more than 30 cities including Xi’an, Dalian, Beijing, Nanjing, Wuhan, Guangzhou, Nanchang and Hefei, Chongqing, Chengdu, Kunming, Xinjiang, The spread of border trade construction in Inner Mongolia and other new areas, as well as key events such as anti-corruption, over-ruling, implementation of laws and regulations, and major news, will become rare business opportunities for Shaanxi Auto to realize “opportunities”.

Only through accurate market judgment, agile reaction speed, and a compact operating process can we truly realize the favorable opportunity of capturing fleeting moments. This requires both keen insight and the need for the accumulation and accumulation of strength, no doubt, in ten. During the 2nd five-year period, Shaanxi Automobile has proved its vision, practice and judgment ability through one successful case after another.

“With dreams and passion, Shaanxi Automobile will provide all support!” The distributors who are eager for development and breakthroughs have received satisfactory answers from Shaanxi Automobile's Chairman of the 2016 Business Annual Meeting.

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