2015 is the year of the "Twelfth Five-year Plan" ending. As China's economic development enters the new normal, the market competition in the heavy-duty truck industry also shifts from simple product and price competition to full-value chain competition. Therefore, enterprises are increasing their product strength. At the same time, we must continue to improve our marketing efforts. The head of sales department of China National Heavy Duty Truck headed by Zhang Xiaodong clearly realized that under the current situation where the market situation is slightly gloomy, effective self-adjustment, realizing stability, seeking change, and seeking change in the middle are the best solutions.
The sales department defined the mission objectives, implemented the brand strategy, focused on “focusing on breakthroughs and rapid on-going measuresâ€, highlighted brand culture, channel expansion and service upgrades, emphasized responsibility and mission, constantly adjusted marketing ideas and changed marketing strategies according to market changes, and actively The exploration of systemic market practices in line with China’s CNHTC products has achieved initial results.
Focus on Man Products Inciting Local Markets
At the beginning of the new year, Sinotruk's sales department focused on the Man Series products and launched a new journey with strong market performance. The sales department, in the form of product tastings, promotion conferences, press conferences, etc., launched strong offensives in regional markets throughout the country and achieved good results. Only two thousand large-scale tasting sessions in Zibo and Shenzhen have involved nearly 1,000 people. In total, 1,057 orders were received at the scene, which has aroused strong repercussions in the industry.
On January 15th, a "Talent Tasting of HOWO-T Products of China National Heavy Duty Truck Technology" was held in Zibo, Shandong Province with the theme of "Leading the Future to Shave the Future". This tasting session will focus on the core marketing idea of ​​“focusing on Mann’s products and achieving new breakthroughsâ€, bringing about a zero-distance experience to the world's top heavy trucks for the logistics network’s distribution network units, system clients, and end users of nearly 500 people. Exclusive product experience. 632 orders ignited the audience at the scene and achieved the opening of the Chinese New Year’s Technical Product.
On January 16th, “China National Heavy Duty Truck Haoyu J5G Port Trailer Promotion Conference†was held in Shenzhen Dameisha Grand. Nearly 300 Shenzhen regional customers witnessed this event together. On-site booking in less than an hour 425 Taiwan, which set a record for the Haoyu J5G single-product on-site booking, added another highlight to the sales department's focus on Mantech's products.
Each tasting session is a large-scale user experience activity that focuses on demonstrating the superior quality of Mantech products, integrating service, product experience and interactive activities, and demonstrating CNHTC's innovative ideas and advanced technologies. Guests not only can enjoy an unparalleled performance such as unmanned driving performance, heavy truck drifting, fixed-point 360-degree rotation, fast-entry vehicles, and fixed-point burning tires, but they can also personally participate in the test drive to personally experience CNHTC products. Solid chassis, superior braking, good controllability, superior driving comfort and strong power performance have greatly enhanced the brand power and influence of China National Heavy Duty Truck and Heavy Truck Corporation.
In addition, the North Jiangsu Branch held a conference for the HOWO-T brand of CNHTC in Guanyun County, Lianyungang City, and reached 8 orders for T-series products on the spot, with an intention of nearly 30 vehicles. Wuhan Branch held the HOWO-T series product promotion and user appreciation meeting of China National Heavy Duty Truck Group in Zaoyang. 38 vehicles were on-site, with a turnover of more than 12 million, which sounded the clarion call for the promotion of Mantech products in Hubei.
The sales department focused on the successful attempts of Mann products and differentiated marketing, achieving a two-way upgrade of the CNHTC brand and regional sales, and winning the praise of customers and distributors. In the next step, this product tasting activity will also move to Fuzhou, Nanning, and Guangzhou to more fully demonstrate the innovative concepts and rich brand culture of Sinotruk, enabling more users to understand the advantages of Mantech's products and make it more efficient Mann's products have entered into millions of households, creating more and more value for the community and for the majority of users.
Robust layout and full force
In 2015, the reason why the sales department was able to make a good start in the new year and the first month's success was not only benefited from the high quality product strength of CNHTC, but also benefited from the marketing department's marketing strategy accumulated a good reputation in the market. An old saying goes, "Thickness is thin."
As early as 2014, the leadership of the sales department took precautions and arranged troops to prepare for the upcoming 2015. The sales department organized a special action plan for the “weak†market after conducting in-depth research and careful analysis in response to market dynamics such as the National IV upgrade and the elimination of yellow-label vehicles; for regional markets with large market capacity and low market share, the organization The project team and branch companies carefully studied and analyzed the competitive conditions in the local market, user characteristics, car purchase patterns, strengths and weaknesses of CNHTC products, distribution of marketing network, etc. The “Network Development Planning Template†was formulated, and each subsidiary company based on the template Requires detailed planning of late-stage marketing work, and uses it as a program of action for marketing in the future, uses marketing tactics flexibly, breaks the conventional way of seizing the market, and promulgates the “Responsibility System for Marketing Units, Optimizing the Allocation of Human Resources, and Enhancing the Level of Lean Management. "Guiding Opinions" has made detailed arrangements and deployments for 2015 work goals, work contents and measures, implementation steps, and work requirements.
On January 3, the sales department leadership team and related personnel held special meetings on the elimination of yellow-standard vehicles to study the deployment tasks. On January 5, Zhang Xiaodong, Duan Hengyong, Li Hongwei, and Jiang Zaixian’s four leaders went to various places to discuss All branches and regional markets in the “slicing and lump-summing†area visited and researched, communicated and implemented the sales department's focus on breakthroughs, and quickly led to the mass marketing strategy, dredged up online channels, and guided branch companies and distributors to carry out interactive marketing by “conventional marketingâ€. The transition to a combination of “brand marketingâ€, “scheme marketing†and “financial marketing†is to jointly plan marketing strategies, boost the morale of the front line, and promote the marketing work of the sales department to enter the “fast track†smoothly.
The sales department regards “focusing on breakthroughs and rapid growth†as an important work throughout the year, conscientiously implementing the strategic measures of the Group's “Brand Quality and Efficiency Upgrading Yearsâ€, targeting key regions, key industries, and key models to give play to their existing advantages. Open thinking, integration of internal and external resources, and targeted work.
On January 9, the sales department organized branch service personnel and national service stations and held the “2015 First National Service System Video Conference†to make specific arrangements for the 2015 service work, and to create a “family†service gold signboard. On the 10th of January, the “Sales Department's first video work conference in 2015†was held. Zhang Xiaodong deployed nine recent key tasks and put forward specific requirements. He emphasized that opportunities and challenges coexist in 2015. For the completion of the annual tasks, the sales department has two major support points. These two fulcrums are indispensable. The first is to make good product reserves to ensure sales of the big moon; the second is to focus on breakthroughs, fast on the amount, that is: focusing on weaknesses to seek breakthroughs, targeting strong and rapid on the amount.
In accordance with the unified deployment of the sales department, all 35 branch companies have defined the "focus on breakthrough projects" and "fast-up projects" according to the actual situation in the region, and the marketing department has carried out the aggregation; the two brand departments and four project teams have carefully summarized the previous experience. Lessons learned, study and discuss innovative work measures, and cooperate with each branch company to focus on breakthroughs; the management department room to further improve the basic and service work, and fully support the focus of breakthroughs in each branch, and rapid on the amount. All the key tasks are clear goals and responsibilities, and there are time nodes. There are inspections and implementation, which lays a solid foundation for the first month to start.
Faced with a more severe market situation, all employees of the sales department are concentrating on the series of themed activities of “Dare to take charge, be creative, and do everything well†in order to deepen the market, make progress, and ensure the realization. “Focus on breakthrough and rapid on-the-spot†to ensure the goal of achieving annual sales of 80,000 units and make new contributions to the leap-forward development of China National Heavy Duty Truck.
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