On the construction site, in the mines, in the coal fields, the visible steel and the iron horses are always in a dusty place. The "big thing" that bears heavy burdens in these harsh working conditions and complex environments is the heavy engineering vehicle ("heavy work"). The dusty and harsh operating environment is a severe test for the quality of vehicles. In contrast, the heavy-duty market wars are also rampant, and the test is for heavy-duty auto makers. In 2006, Dongfeng Heavy Industries Co., Ltd., which was released with Dongfeng Tianlong and was represented by Dongfeng Tianlong, entered the market without deep accumulation. After struggling, it has steadily stepped into the “second echelon” of the national heavy industry.

The wind blew up. In the Dongfeng doorway market - in Liyang, this "military battleground," Dongfeng Heavy Industry started from scratch, and later came to the top, in just three years, quickly growing into a leader in the regional market, staged a modern version of the " Auto market legend."

War situation

Fighting together, Dongfeng follow-up

With the full implementation of the strategy for the rise of central China and the accelerated pace of industrial transfer in the eastern coastal areas, today's Xiangyang is uniquely positioned to link North and South China, Chengqi, and Sichuan and Shaanxi to the west, to Jianghan to the east, and to the location of Xiang and Yue in Nantong to the east. Advantages: The all-round convenient traffic conditions of land, sea, and air make it stand out once again. Entering the first provincial sub-central city set up in New China and the “landscape city of the hinterland of China”, we were shocked to discover that this place has become a hot spot for investment by Chinese and foreign investors, and the ancient city of the millennium is full of vitality.

Talking about Fuyang, apart from the pit mining, waste transportation, sand loading and unloading and mixing market, there is a large market situation or opportunities that cannot be ignored. According to the Dongjin New City, which is located in the new government affairs center, financial service center, cultural center, high-end manufacturing and service industry center in Fuyang, plans to build a large area in the south of the Tangbaihe River, the east of the Hanjiang River, and the north of the Lumen Mountain to build internationalization. Standards, taking on the new center for the use of radiation in regional centers. The new city control project started in April 2012. Taking this as a starting point, large-scale land acquisition and demolition and a series of large-scale infrastructure construction are being carried out in an orderly manner. By the end of the “Twelfth Five-Year Plan”, Liyang will build a mega-cities with a population of 2 million people, 200 square kilometers, and regional central cities bordering Hubei, Henan, Shaanxi and Hebei.

As time goes by, it is not as good as people. Dongfeng Hercules did not seem to be particularly favored by the time of day and location. On the contrary, the fierce market competition has made Dongfeng Hercules, who has entered the market later, struggling to enter the market in Fuyang. Before 2011, heavy industry markets such as pit mining, waste transportation, sand loading and unloading, and agitation in Fuyang were depleted by Hao Qiang of Shanxi Automobile Delong, Auman, and CNHTC. Dongfeng was almost empty. Especially in 2011, Sinotruk sales accounted for 70% of the market share. Hubei Xingrongya Automobile Sales Co., Ltd. (hereinafter referred to as “Xingrongya”) is located in Xiangyang Hi-tech Zone (Shenzhen Industrial Park Special No. 88), and feels the “heartbeat” and “pulse” of the heavy industry market, and firmly walks through the whole series of marketing. With the opportunity to build new cities in Dongjin, the “Wisdom Marketing” will grab the market and seek to occupy a place.

Tactics

Service-based, program winning

Marketing is actually selling programs. As the head of Xingrongya, General Manager Li Qingshan knows how to market. When interviewed by reporters on September 18th, the meeting revealed the true meaning of marketing.

In Xingrongya, the terminal is the mainstay. According to the well-deserved lending and financing plan, customers only need to pay a down payment (generally 20%, but also 40%), and they can take the car away and feel comfortable driving. From licensing to transfer, from annual review to maintenance, from insurance to claims, and all the inconveniences of car management departments, insurance companies, financial institutions, and procedures, Xingrong Ya can do it. Li Qingshan called it an "integrated integrated service." This is exactly the advantage and competitiveness of Xingrongya.

“To buy a car from us, the user has no worries. The logistics company is affiliated with, the supply is stable, and the financial resources are rolling. Besides driving safely, you don’t have to worry about it. Can he not be happy?” When he said this, Li Qingshan appeared to be very certain. With confidence. "Turn over to seek compensation and defeat the enemy without fighting." The so-called "smart marketing" is the "heart attacking technique" and it is the "high point of wisdom."

While embodying the advantages of these programs, good service is the premise and foundation.

One is to choose a good product for the user. Insist on selling the right product to the right user. Such as the Wushan pit (marble marble), Xingrongya did market research in 2011, and failed to use Dongfeng Tianjin for the first time. In 2012, the company launched the heavy-duty, single-bridge vehicle and carried a 30-ton 6×4 experience car. It won the user's acceptance and developed the Wushan pit market. For large mines, with the deepening of mining, improvement of road conditions, recommended cost-effective products, all for the sake of users.

The second is to do a good job for users. Set up a quick fix shop to ensure that terminal services are in place. For key customers, such as the Wushan pit is a large customer with hundreds of cars, Xing Rong Ya also built the quick repair shop into the mine pit, and sent 3 people to stay in the service point, so that they can follow the report to follow suit.

At present, Xingrongya establishes 3 4S stores and 7 service outlets in Fuyang, and establishes core service stations in Zaoyang. In Gucheng, the service vehicle tracking service and the rescue vehicle with accessories are on call, and the information is heard and the general problem is solved on the spot. Follow-up, Gucheng will also establish a quick repair shop. The service has covered the whole territory of Xiangyang.

The third is to do a good job for the user. Intervened from the early days. Take Gucheng Iron Pit as an example. Although it is not yet produced, Xing Rong Ya has been tracking for three years. As a major customer of the industry, it has repeatedly communicated and developed and formulated transportation plans. At present, 80 plans for the first batch of 8×4 cars have been finalized.

In addition, we also strive to maintain the industry's customers. The Fuyang people worked on 30 waste muck trucks in Wuhan, exempted from tax declarations for certain competing products, actively mediated and coordinated with the residue truck company, and safeguarded the interests of industry customers. According to customer requirements, Xingrongya also completed the conversion of more than 1,800 tank cars.

Actually for the sake of users, sincerely moved users. In November 2011, Zhao Yong, a villager in Taowanggang Village, Shuanggou Town, Yinzhou District, who had more than 20 years of driving experience, bought a K2 car (assembled a single-axle vehicle) and was injured after a collision. Xing Rongya’s marketing staff visited the factory and visited the workshop. The customer analyzed the reasons together and insisted on regular visits, which made Zhao Yong deeply moved. That year, he drove around sixty-seven Dongfeng Hercules around the village. In the past two years, under his recommendation, he bought 40 or 50 Dongfeng Hercules every year from Xingrongya. Up to now, the buyer he recommended bought a total of 145 cars. Wang Daojun, a manager of the heavy industry department of Xingrongya, called him a "hardcore user." In marketing jargon, he is "leader-client."

Li Qingshan revealed that in the next step, Xingrongya will integrate logistics and use the vehicles in a unified manner. At the same time, seize the opportunity for vehicle updates and tap market demand. For the purpose of building roads and houses, there are 18 mixing stations in Liyang, which are calculated based on 20-30 vehicles for each station. The mixers will be traded for new ones and contain 360-540 commercial vehicles. Large-scale construction machinery, like "Sany Heavy Industry (600031)", the initial equipment station, the car is aligned, the implementation of packaging operations, a project cost is two or three million, but the vehicle has a life cycle, to the new season, it is a wave of market conditions. Like this, there are market opportunities. Xingrong Ya will promote exhibitions, experience cars, and publicity films to increase its propaganda, display Dongfeng products and corporate image, expand its popularity, and increase brand influence.

Record

Dongfeng mighty, heavy industry singing

In 2011, in the Xiangyang Heavy Industry Market, Dongfeng Hercules had only a few scattered areas.

In 2012, Dongfeng Hercules, which was bought by end customers, reached 70 to 80 vehicles, and its market share in similar products soared to around 40%.

In 2013, from January to August, Dongfeng Hercules invoiced more than 280 vehicles, and its market share climbed to 70%. In Fuyang, this "military battleground," less than three years, Dongfeng Heavy Industry has already sat down to the position of "the boss" in the market segment.

In the face of reporters, talking about these, Wang Daojun was very decent and he was very calm.

Li Qingshan said that in January-August this year, Xingrongya sold 1,700 Dongfeng vehicles, an increase of 75% year-on-year. Among them, the heavy industry series, the mine car on the 300 vehicles, is the fastest growing business one; in the carrier series, an increase of two or three hundred; tractors sold six or seven hundred vehicles, maintaining a stable situation (90%). At present and in the future, heavy industry will continue to be the growth point of Puyang market.

In Xingrongya’s courtyard, there are usually one hundred and eighty cars a day, and a medium-sized garage. There are tens of millions of vehicles occupied by these vehicles. Without extraordinary strength, it is not enough to support the operation of such a large company.

Under the sunlight, the molybdenum-red red winds that lined up neatly and brightly evoked a sign that Xing Rongya’s business is booming and flourishing.

"We only do Dongfeng" - General manager Li Qingshan's idea is very firm and full of confidence. The strategic dealer of Dongfeng Commercial Vehicle established in 2006 was one of the strongest Dongfeng 4S shops the reporter had ever seen. It had passed “7-year itch” with Dongfeng and its development position has been very clear. Into the building of Xingrongya, a large scale and quite stylish building, the departments of the Legal Department, Consumer Loan Department, Sales Department and other departments have adopted the unified LOGO design of Dongfeng Commercial Vehicle. It is thought that they have entered the Dongfeng Commercial Vehicle without looking closely. Headquarters office building. Li Qingshan told reporters that the company's business operations, they are also based on the train of thought of the framework of the implementation of marketing.

Joining hands with Dongfeng and unwaveringly moving forward and doing "a hundred years of Dongfeng old shop" is the dream of Xing Rongya's business.

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