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The favorable policies such as "cars going to the countryside" and "replacement of old ones" have become the focus of commercial vehicle consumption, driving commercial vehicle sales to climb. Not so much thanks to policy favors, it is better to say that commercial vehicle companies have seized market opportunities. With the help of policies, commercial vehicle companies are constantly conducting tours across the country. From this “experience-based marketing†approach, companies have benefited from favorable policies. This is also the most direct sales method for commercial vehicles.
After the Beijing Auto Show in 2010, commercial vehicle companies were busy doing their tours. In particular, the new heavy trucks, such as the joint truck, Guangzhou Automobile and Hino, regard the tour as a direct means to open up the market and expand sales. Because of the colorful activities and lively atmosphere of the tour site, users can experience the humanistic care of the company and understand the quality of the exhibition products at close range.
“The first phase of the joint truck tour, which lasted more than two months, passed through 18 cities across the country and had a total journey of more than 10,000 kilometers. The main purpose was to target the conversion plants, dealers and direct customers. The dealers participating in the tour had 500 There are more than 2,000 users at the conference, many of whom are intended dealers and users.†Tu Xiaoyue, general manager of the joint truck marketing service company, said in an exclusive interview. The reporter believes that this is a fruitful achievement for the joint truck that has just begun.
Recalling the Beijing Auto Show, commercial vehicle companies have made a high profile appearance. However, due to safety considerations and site constraints, all commercial vehicles are only shown statically. The reporter believes that commercial vehicles are different from passenger cars, and users will not buy cars because of impulse. As a commercial vehicle of production data, the user needs to judge the performance of the vehicle from various aspects. After many comparisons, it can be determined which vehicle is best for him.
“The static display of commercial vehicles is not of great significance to the new army with no market and user base. For most users, it is up to the car to support the family. If the user can not personally get in the car experience , can not improve their awareness of the new brand.†Senior industry observer Zhao Yu said, “The tour is a dynamic display, users can experience all aspects of car performance, can quickly form an intuitive understanding of the car This is the most needed way for new commercial vehicle brands to open their sales."
On the other hand, commercial vehicle users are much more familiar with cars than passenger cars. Commercial vehicle companies can collect a large number of suggestions for improvement from the users through the roadshow, so that the company's technology research and development and improvement are more purposeful and avoid resource waste. This is another important reason why commercial vehicle companies are busy traveling.
“Through the roadshow, the remodeling plant proposed to us a proposal for remodeling of nearly 200 special vehicles. At the same time, customers and dealers also gave us many good suggestions. For example, the modified gas vehicle, the engine The use of new fuel technologies, etc. During the tour, the technical personnel of the combined truck and refitting plant communicated several times, laying a good foundation for future cooperation and new product development.†Tu Xiaoyue said.
From the commercial vehicle companies that have already completed the tour, the reporter learned that organizing the tour is a well-planned and carefully prepared event. The usual tour must go through at least five cities. The emphasis on cities and cities is different. For key cities and regions, commercial vehicle companies need “intensive farmingâ€.
There is a jargon in the commercial vehicle industry that "they can get the world." The Guangdong region is the area with the most demand for commercial vehicles. According to sources, the annual consumption in the Guangdong region accounts for about 30% of the national total, while the sales of high-end commercial vehicles in Guangdong can even reach 50%. The Guangdong market is "intensive" for any commercial vehicle company.
In addition to the sales of such a good area like the Guangdong market, the reporter believes that for emerging commercial vehicle companies, they still need to cultivate their own land. For example, GAC Hino Base Camp has a unique market advantage in Guangzhou. For joint trucks that do not have such an advantage, “intensive farming†in East China is the focus of the next step.
“In October, the joint truck will carry out 'intensive farming' in East China. The roadshow arrangement at the joint truck home will be treated specially because dealers and customers in East China have a deep understanding of the joint truck, and they have a road show. Made a higher demand.†Tu Xiaoyue said. "In order to meet the needs of local users and distributors, more stations need to be deployed and deployed in East China."
For new businesses in the commercial vehicle industry, the most important thing is the user’s experience with the car. Including the user's grasp of the performance of the car, such as driving control, comfort and carrying, etc., need to personally experience. The reporter believes that emerging commercial vehicle companies need to have a deeper understanding of the commercial vehicle industry and market, grasp the “pulse†of users and the market, and face fewer market obstacles in mass production to produce products that are responsible to users. .