Since the market peak in 2010, domestic heavy truck sales have been declining, and tractors are no exception. Since 2010, the tractor market has not only lost sales, but has also fallen in the overall truck market: the proportion of tractors in the overall trucks was 9.18% in 2010, 7.27% in 2011, and only 5.77% in 2012. .
In the first half of this year, the overall tractor market has increased. Li Guofu, who is responsible for the marketing planning of the tractors in the Dongfeng Commercial Vehicle Market Sales Headquarters, believes that the domestic highway management is relatively complete, the trend of intensification of transportation and efficiency is accelerating, and some heavy-duty trucks are transferring to the tractors. This is a major increase in the number of tractors. background. Specific breakdown of various fields, each with different characteristics: This year's coal transportation market has grown, the distribution and hazardous transportation market is flat, the port transportation market has declined, and the fast logistics market has shown an upward trend.
The five companies Dongfeng Commercial Vehicle, FAW Jiefang, Beiqi Foton, Shaanxi Zhongqi, and China National Heavy Duty Truck have been dominant in the tractor market in recent years. The market share of the five companies accounts for about 90% of the overall market.
"The key to marketing is to understand the essence." Li Guofu repeatedly mentioned this in his interview with reporters. What is the essence? That is the demand for customer value. This demand is not static, and truck manufacturers need to make adjustments in the dynamics.
Since last year, the Department of Sales and Marketing at the Headquarter of the Marketing Department has repeatedly consulted with customers to obtain a deeper understanding of the advantages of Dongfeng Commercial Vehicles products and the areas where improvement is needed.
From an industry perspective, the first is the coal transportation market. The vehicles transported by coal are usually unloaded when they go, and this market is affected by the macroeconomic fluctuations. Therefore, the customer's requirements are low acquisition costs, low fuel consumption, and light weight. In response to this demand, Dongfeng Commercial Vehicle Co., Ltd. has improved the lightweighting of tractors, axles, and tire consistency. Followed by the bulk grocery market. In 2012, the bulk cargo market of Dongfeng commercial vehicle tractors fell to some extent. After improving the problems, the market in North China and Northwest China gradually restored its reputation. The last is the high-speed logistics market. The high-speed logistics industry has developed rapidly throughout the country. The sales and marketing headquarters has collected the customer information, combined with the relevant departments of Dongfeng Commercial Vehicles, and devoted itself to creating 420-horsepower star products to lead the development of the industry.
From the perspective of channel management, each market has its own characteristics. Dongfeng Commercial Vehicles also have different conditions in each market. Therefore, implementing a management approach to marketing channels will not work. In order to increase the sales volume of tractors, improve the enthusiasm of netizens and implement channel-level management. First of all, it must focus on breakthroughs in the market must have a key business policy, to give greater support to the larger netizens to help them develop the market. In process management, we will focus on upgrading the marketing capabilities of online channels and help increase channel enthusiasm and profitability.
From the perspective of regional share, the share of Dongfeng commercial vehicle tractors is concentrated in the southwest, northwest, and Hubei in central China, while the market share of the tractors in the country with large capacity such as Shanxi, Chongqing, Hebei, Shandong, Jiangsu and Henan provinces is relatively low. How to make a strong market stronger, and weaker markets catch up, this is the biggest issue Dongfeng commercial vehicle tractors face.
In order to achieve a breakthrough in the weak market, Dongfeng Commercial Vehicles set up six regional branches in seven provinces in vulnerable regions. The regional divisions are all directly managed by the marketing headquarters. Regional divisions are named after numbers, such as six special forces deep into the enemy, to carry out major market breakthroughs, one by one to establish the "base area" of Dongfeng tractors.
Li Guofu introduced that the six regions are divided into steps, and 30 counties and townships are determined in advance. Relatively provincial-level management is more focused. It can fully integrate regional actual conditions, effectively implement various strategies, and more quickly divide the region into regions. The Ministry's understanding of the customer comes from the bottom up.
This method has achieved immediate results. In the first half of this year, the share of Dongfeng commercial vehicle tractors in the Huaihai market increased by 3% year-on-year, and some key counties and townships increased their share to 30% from past blanks.
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