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At the end of last year, Shaanxi Auto set itself a target of 100,000 heavy truck sales in 2010, the general response from the outside world was: How could it be so high? With the release of Shaanqi’s sales figures after the end of the first quarter of this year, this worry seems to have been eliminated overnight.
Since January of this year, Shaanxi Automobile Heavy Duty Trucks' orders have come one after another. The market has performed strongly. In March, the daily orders exceeded 900 vehicles, and exceeded 30,000 vehicles in the first quarter, with an increase of more than four times year-on-year. The performance of the new product, the DeLong F3000, is even more remarkable. Only in the month of January, the order volume has reached more than 6,900 vehicles, rewriting the history that the new products in the industry are not selling well.
Obviously, this kind of achievement is not merely a result of the increase in sales caused by the favorable external environment.
Then what kind of fusion has occurred in Shaanxi Auto?
In reviewing the situation of last year, Liu Keqiang, director of Shaanxi Zhongqi, said to reporters that it was a very difficult year for Shaanxi Automobile Group in 2009 to face both the gloom caused by the global financial crisis and the internal management of the company. System, supply chain, supply and marketing network and other cumulative issues adjustments. The factors such as low production efficiency, declining execution ability of sales force, slow response to market, etc. are gradually becoming obstacles to the further development of Shaanxi Auto. In his view, not solving these problems will be abandoned by the market.
In order to solve the internal problems, Shaanxi Auto began to hire "outside the brain" to diagnose itself.
In the second half of 2009, Kearney, the world’s largest management consulting company, officially settled in Shaanxi Automobile Group and assisted in the implementation of the marketing system reform project. The company’s global director, Dr. Jiahui Jia, led the project. He is about to market Shaanxi Automobile. The system does an "anatomical operation."
In the eyes of Dai Jiahui, Shaanxi Automobile Group has strong competitiveness in basic aspects such as products, brands and customer base, but there are still some problems in the sales force.
Dai Jiahui believes that in addition to institutional changes, Shaanxi Automobile is more to make changes in marketing concepts, so that Shaanxi Auto's marketing and the world's top 500 concepts are synchronized, and gradually form an efficient, scientific and leading marketing management model.
Improve the execution of the sales force, clarify the responsibilities of the sales force and improve the performance appraisal mechanism; improve the dealer management system, in particular optimize the number and layout of dealers, and regulate the access and withdrawal system of dealers; the most important is Accelerate market response and establish direct communication channels with dealers. This is the "prescription" of the team of Dai Jiahui set up for Shaanxi Auto.
Afterwards, the adjustment actions of Shaanxi Auto Group followed: “The special vehicle company merged into the sales company; the marketing and finance department moved out of the sales company and set up a separate financial department; the customer service center merged with the accessories company to establish the service department and improve the service network planning. Management; The headquarters storage function is removed from the sales company and transferred to the company's operation and management department. The vehicle logistics and dealer inventory are managed by the sales support department."
“Shaanxi also hopes to better support the work of distributors and service providers in 2010 through the adjustment of sales companies and create more value for users.†Shaanxi Auto leaders have high hopes for this internal adjustment.
This series of reforms and improvement measures have also been understood and strongly supported by the channels.
It is precisely for this reason that Shaanxi Auto formulated an action plan and a market activity codenamed “Operation Qianlang†first developed in Shaanxi Auto: “January-April 2010, Shaanxi Automobile Group’s sales volume reached 37,000, of which The monthly sales in March and April will exceed 15,000."
Nowadays, "Operation Qianlang" has achieved success. In the first quarter of 2010, Shaanxi Automobile Group’s monthly sales of heavy trucks exceeded 10,000 units, and heavy trucks exceeded 30,000 vehicles. The effect of the reform has been verified by the market.
The favor of the market is not only the result of internal reform, but also the market's recognition of Shaanxi Auto's products. In 2010, Shaanxi Automobile DeLong F3000 shocked the appearance, with "four super" characteristics of "ultra-comfortable, ultra-intelligent, super-saving, super-easy".
"The introduction period of the heavy truck market is generally about one and a half years, but the DeLong F3000 has completed the market introduction in just three months." Liu Keqiang is extremely satisfied with the market performance of the DeLong F3000.
In addition to detailing the DeLong F3000, in order to eliminate the customer's worries, before its official listing, Shaanxi Auto pave the way for the distribution and service network, and fully guarantee the effective supply of the country's 10 service areas. At the beginning of 2010, DeLong F3000 topped the list in the third China Logistics Commercial Vehicle User Satisfaction Survey.
Internal adjustments, new listings, and out of these two heavy blows, Shaanxi Automobile has already seized the opportunity to sell in the heavy-duty truck market in 2010.
In fact, the reform of the marketing system is only one aspect of Shaanxi Auto's transformation. As a heavy truck product of production data, Shaanxi Automobile's changes in manufacturing and services seem to be more important.
Fang Hongwei, chairman of Shaanxi Automobile Group, once stated that in the face of complex domestic and international market conditions, Shaanxi Automobile Group must promote the business model of “service-oriented manufacturing†and establish the market internally by the business philosophy of “winning the world, leading the quality, and achieving the futureâ€. Awareness of service, external integration of resources to establish a service platform, innovation in service value, and achieve a win-win situation between enterprises and users.
The new concept and leading management make service-type manufacturing become the same kind of business model of Shaanxi Auto. Shaanxi Auto's comprehensive advancement into the service-oriented manufacturing of new highland is to use valuable products and services to truly account for users, so as to achieve the goal of occupying domestic and international mainstream markets.
In conjunction with the “Surge of the Waves,†Shaanxi Auto’s “Ultimate Action†has persisted in its implementation. The three major accelerations are “speeding up service, speeding up service, speeding up service guarantee, and speeding up service qualityâ€. Shaanxi Auto's service flow New branding, integrated operation of service accessories, differentiated service strategy once again lead the industry, become the industry's most satisfied and irreplaceable leading service brand.
The reporter learned from Shaanxi Auto that, in order to implement “Ultimate Actionâ€, to achieve the timeliness first, and to ensure the satisfaction of the customer’s first service goal, in 2010 Shaanxi Automobile united Weichai Power, Fast, Hande with 3900 service stations. , Innovative service model, to achieve a high degree of integration of enterprises, users, service stations, and jointly create a high-quality service network system with high efficiency, good service, and good reputation, so that Shaanxi Auto Service brand customer satisfaction ranks first in the industry. In order to enhance the service brand of Shaanxi Auto, we will once again establish a new benchmark for heavy truck service, so that users can worry!
Good products, good marketing systems and services, what needs to be done next is an appropriate catalyst, or use a strong marketing campaign to show the above advantages.
Shaanxi Auto chose the platform for the National Super Truck Contest. In 2009, Shaanxi Automobile Group provided a race car for the National Super Truck Contest, which allowed Shaanxi Auto Heavy Trucks to test the real swords and guns on the desert, swamp and hard-land race tracks, making this national-level event a pre-national audience for Shaanxi Auto. The perfect platform for product quality. The slogan of "wild field heroes and true gold heroes" was not only continuously transmitted on the field, but also reached the heavy truck market. With CCTV's two consecutive live broadcasts, the quality of the military vehicles of Shaanxi Heavy Truck quickly penetrated into the hearts of the people. A direct consequence is that Shaanxi Auto's company only takes a day off on the Spring Festival this year because their heavy truck orders have soared ahead of schedule.
There are marketing experts, event marketing is generally divided into two different functions, one is to shape the main brand image, such as various public welfare activities and cultural theme activities, one is based on sales promotion, such as various prize sales, Price reductions, etc., but for automotive companies, they can demonstrate the quality of the products to the general public while achieving the effect of enhancing brand influence and conveying specific product performance information. Of course, using their own products to participate in a formal sports competition project is also conditional. The first is that the product quality is excellent enough to meet the needs of the competition, and the second is to have the psychological preparation for products that may also have problems under the eyes of the public. After Shaanxi Automobile won the name of the designated truck in the National Super Truck Contest last year, it continues to participate in this event this year, which shows that Shaanxi Auto has shown more aggressive and forward-looking ideas in marketing.
The wine is more fragrant, and it will be more greedy. Shaanqi’s 100,000 targets are an inevitable result. (Editor: Ma Yiming)
View related topics: Shaanxi Auto's second-generation triple card debut 
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The power of internal and external self-cultivation depends on what impact Shaanxi Automobile Co.