FAW, Dongfeng and other large groups have begun to attach importance to the passenger car segment business. This is a phenomenon that the bus industry has attracted considerable attention in recent years. According to industry analysts, for these large groups, the bus business can not do a good job, product technology is not a problem, and the key is marketing. In the passenger car sales model, FAW and Dongfeng all chose the agent-based road.
Large group of passenger buses favor the agency system
Although FAW and Dongfeng have been the main suppliers of the chassis of passenger cars for many years, it is only a matter of time that the two big groups really started to pay attention to the passenger car business.
In order to promote the rapid development of the passenger car business, in 2004 FAW Group adjusted the management of FAW buses and transferred two of the Group's competent officers to the bus company. After the arrival of the new leadership of the bus company, it was very important to integrate the marketing resources and establish the marketing mode of “agent-based, direct-sales-assistedâ€. For more than a year, FAW Bus has developed more than 60 agents throughout the country, and the bus sales network has basically taken shape.
Dongfeng has also started to use passenger cars as a new business growth point, and has classified passenger cars into its business segment of Dongfeng Commercial Vehicles. At the end of 2004, the sales department of the passenger car was set up under the market sales headquarters of Dongfeng Commercial Vehicles, and the passenger car sales of Dongfeng Bus Chassis Co., Ltd. were undertaken. Dongfeng Company began to develop the passenger car market in a new way. At the beginning of the establishment of the bus sales department, we established a bus sales strategy of “combination of distribution and direct sales in the early stage and distribution in the futureâ€. In 2005, the passenger car sales department chose Dongfeng truck dealers to better focus on basic conditions, quickly developed 34 bus dealerships, and established the basic framework of the bus sales network.
Appeal favored from the group's network advantage
The bus industry is currently co-existing several marketing modes, direct sales, agency sales, and mixed sales. And taking into account the profit, the control of the market terminal and other reasons, many bus companies prefer the sales model based on direct sales. Why does FAW and Dongfeng favor the agency?
When explaining the reasons, people from the FAW Bus and the Dongfeng Commercial Vehicle Sales Department have emphasized one point: The rapid development of the Group’s network resources has been achieved.
Jiang Litang, vice president of FAW Bus, stated: “At present, the domestic passenger car market is very competitive and some dominant companies have emerged. In this case, it is difficult for bus companies involved in direct sales alone to open up the situation. It is simply to establish a direct sales network based on their own strength. It is time-consuming and laborious, and the agent is characterized by the ability to quickly establish a sales system at a relatively low cost in a relatively short period of time. FAW Group has a relatively complete truck sales service network. We want to make full use of the Group's platform and network resources when we do buses. â€
He explained that there are two advantages to doing this. On the one hand, FAW passenger vehicles are selected by dealers with better conditions and certain brand awareness. Such distributors are familiar with local policies and regulations, market conditions, and user psychology. Social resources are also relatively abundant, and it is relatively easy for these dealers to develop the local market with their existing strength. On the other hand, with the power of dealers, we can provide users with more convenient and thoughtful services, so that all the after-sales matters of users except driving and operations are managed by dealers and manufacturers, reflecting the advantages of large groups in service maintenance.
At the same time, FAW buses also use the credit advantages of large groups to sign agreements with banks to provide financing and credit support to agents with small assets, and to help agents grow bigger and stronger. At the same time, it provides a series of business support policies for marketing, service maintenance, and parts supply to mobilize the enthusiasm of the agents to achieve "together and win together" between the manufacturers and distributors.
Persons from the Dongfeng Commercial Vehicle Sales Department said that the market concentration of the passenger car industry is relatively high. In 2005, the domestic market share of the top 13 passenger car companies reached 80%. In the highly competitive environment, the Dongfeng Bus is entering the market later. The person must have a momentum of coming from behind, otherwise he will not be able to gain a foothold in the passenger car market.
Dongfeng Bus believes that the current direct marketing method of the passenger car industry has a drawback: customer resources are in the hands of sales personnel, and the control of the company’s marketing personnel is often simply driven by interest, resulting in excessive flow of passenger car sales personnel in recent years. frequently.
According to people in the bus sales department, Dongfeng Bus started late, and many users did not understand or even heard of Dongfeng Bus. More than 30 people in the bus sales department alone could hardly raise the popularity of Dongfeng Bus throughout the country. Dongfeng Truck Marketing Network was all over the country. Most of the country has a good reputation. Using these networks can not only quickly make consumers around the country aware of Dongfeng buses, but also win the trust of users more easily.
Is it really a shortcut?
Some industry insiders are not optimistic about this new type of agency: Passenger car sales and truck sales are very different. Passenger car products and users are completely different from truck users. Well-sold truck salesmen or dealers may not be able to do a good job for passenger cars. ; And the big group to choose to do the bus is the basic strength of the dealers, for these dealers, do the truck days have been good, where the power to get involved in their own unfamiliar, not high profit bus ?
However, FAW passengers and Dongfeng passengers are still optimistic. Both of them achieved good market performance last year. In 2005, FAW passenger car sales increased by 15% in 2005 when the overall growth of passenger vehicles was weak. After the Dongfeng Bus Sales Department was on track, the average monthly sales in the second half of 2005 increased by 27% year-on-year.
FAW passengers said: "Last year was mainly to do the work of laying the foundation, this year, agents will have a more obvious role in the pull of sales. At present, they have received a few large orders, all made through distributors." He also admitted that the current difficulty is how to make dealers familiar with the bus market and business as soon as possible.
Although it is currently impossible to conclude that the two major conglomerates have chosen a "shortcut" for rapid catch-up, regardless of the outcome, its approach has provided a new way of thinking for passenger car marketing.
"Gravity Die Casting. A permanent mould casting process, where the molten metal is poured from a vessle of ladle into the mould, and cavity fills with no force other than gravity, in a similar manner to the production of sand castings, although filling cn be controlled by tilting the die."
Gravity Die Casting
Sometimes referred to as Permanent Mould, GDC is a repeatable casting process used for non-ferrous alloy parts, typically aluminium, Zinc and Copper Base alloys.
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