In the heavy-duty truck market, the formula of “economy + high attendance = earning heavy trucks†has recently become very popular. In fact, the applicability of this formula can be further expanded to “economy-efficient + high attendance + service convenience = profitable trucksâ€. Some experts believe that from the formula, it can be seen that China's truck companies are changing their strains and the market strategy has shifted from being "based on me" to "based on users."
Close to the market Close to the user
The earning heavy truck formula is derived from Shaanxi Auto. "We divide the user's profit into total revenue minus fixed and variable expenses. Because fixed costs cannot be changed, Shaanxi Automobile raises its total revenue (guaranteeing high attendance rates through high-quality vehicles) and reduces variable expenses (reducing oil charges). Expenditure on expenses and maintenance expenses) to increase user revenue.†Liu Keqiang, manager of Shaanxi Steam Market Department, explained the source of the formula.
It is not difficult to see from Liu Keqiang's explanation that “user revenue†is the focus of Shaanxi Automobile. The reporter learned that not only Shaanxi Auto, but also truck companies such as FAW, Dongfeng, Foton, and CNHTC have attached great importance to the needs of users in the past two years in an effort to win users by producing “profitable trucksâ€.
According to the analysis, using the marketing service network to more comprehensively and accurately understand and grasp market changes and user needs, and thus introduce new products that meet the market demand, is generally the first step for major truck manufacturers to create "money making tools." For example, through investigation and research, Foton discovered that with the advancement of China’s infrastructure construction, road traffic conditions have been improving, and modern urban logistics has given consumers greater demand for high-speed, heavy-duty trucks, and Futian has launched timely. High-speed heavy-duty Olympic bell light trucks.
Not only that, truck companies also further ensured and improved product quality by improving the technical level and strengthening the communication between the technical R&D team and the marketing and after-sales service departments. Taking Shaanxi Auto as an example, under the guidance of user demand that “economizing fuel is money, saving money means earning moneyâ€, Shaanxi Automobile and Weichai Co., Ltd. cooperate with each other to combine the road conditions of China and the different usage habits of different users. Optimized by the low-speed operating conditions of the fuel economy, through the use of new bypass valve booster technology to improve the efficiency of low-speed turbocharger, so that the fuel consumption of engineering vehicles significantly reduced.
In addition, the improvement of the after-sales service system and improvement of service quality is also a work that has been vigorously promoted by truck companies in the past two years. For example, FAW Liberal has established a long-term mechanism in terms of spare parts configuration, product training, user return visits, system management, and informatization services, and has “protected and escorted†the full range of new products in 2006 to ensure that end users receive maximum operational benefits.
User companies win a win
The creation of "make money trucks" has brought benefits to Chinese consumers. As oil prices continue to climb and the state's overloading efforts continue to increase, a truck that is fuel efficient, has few breakdowns (ie, high attendance), and is easy to maintain and inexpensive is undoubtedly a “rich tool†for consumers.
A heavy truck user told the reporter that such a car could earn 100,000 or even several hundred thousand dollars more than ordinary vehicles during its use period.
In fact, “make money for trucks†is not just for users to make money. Truck companies are also building “money making machines†while also being able to increase their brand image and expand sales of products, thus further winning users and markets. Win-win.
Not long ago, the results of the “Make Money Truck†sponsored by the China Automotive News, the results of the voting of the more than 3,000 users of FAW Liberation and Foton Aoling directly demonstrated the consumer’s recognition of the two brands.
The company that achieved a more significant win-win result is Shaanxi Auto. It is understood that Shaanxi Auto is close to the user even to the detailed way through the accounts, clearly lists the user's expenditure and income items, teach users how to make money. This carefully planned action for the users not only won the trust of consumers, but also achieved a very good market return. It is reported that from January to April of this year, Shaanxi Automobile heavy-duty trucks are in short supply, the growth rate of orders has reached 110%, and even the order backlog has occurred. The total sales volume exceeded 10,000 vehicles.
Change to "user-oriented"
According to industry insiders, the emergence of the formula “Economy + high attendance + service convenience = making money trucks†actually reflects that the Chinese truck company’s market strategy is changing from being “based on me†to being “based on usersâ€. .
In the past, changes in the domestic truck market were mostly influenced by national policies and the company's own factors. Consumers' voices were insignificant. Especially in the era of excellent commercial vehicle market and “unconventional developmentâ€, most of the enterprises are adopting the development policy of “mainly based on meâ€. “Concerned about users†is in the form of more than content and more manifested in propaganda. In the past two years, the competition in the truck market has become increasingly fierce, and the decision-making role of consumers has become prominent. If truck manufacturers want to continue to survive and develop, they must win the hearts of users and change to “user-orientedâ€.
This change also precisely shows that the commercial vehicle market is maturing. On the one hand, truck companies can be keenly aware that current consumer demand is “fuel-efficient, high attendance and service convenience†trucks, and produce products that adapt to the market and even guide the market, indicating that trucks and related parts and components companies can change their strains. The overall strength from R&D to sales has been greatly improved. In particular, it has effectively solved the problems of R&D and sales disjoint, and R&D capabilities cannot support R&D and production market demand.
On the other hand, the emergence of the formula "Economy + high attendance + service convenience = making money trucks" shows that China's commercial vehicle users are also getting mature. Heavy truck users no longer only consider the price when buying a car. Instead, they measure "cost-effectiveness", that is, a comprehensive comparison of performance, price, quality, and service, and consumption is more rational.
At the same time, some experts pointed out that China's truck market is large and users are scattered. The demand for markets in different regions is very different. In the situation where consumers are more rational and more picky, companies want to achieve long-term, in-depth, comprehensive, and user demand. Accurate understanding and understanding also require more, more arduous, and meticulous efforts.
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