Dongfeng Commercial Vehicle Reasonably Deploys Tianjin Market to Win in Terminal


The Tianjin-Tianjin region is one of the largest trucks in China and is also a relatively weak area for Dongfeng Commercial Vehicles. This year, the Dongfeng Commercial Vehicle Company, Jinshang Shangdai Office, faced the dual pressures of market decline and weak breakthroughs, starting from adjusting and improving the network layout and improving service capabilities. On the one hand, it expanded its marketing service channels in the hinterland of competing products to compete for customer resources; On the other hand, it set up secondary marketing service outlets in the sales network area of ​​Dongfeng Commercial Vehicle Co., Ltd., and seized the end customers to lay a good foundation for the breakthrough in the weak market.

Macro Layout: Something to Be True, Something is Not In recent years, the Tianjin area has increasingly become a very influential pole in the Chinese economic sector. In 2010, the total sales volume of the commercial vehicle market in Tianjin and Hebei was as high as 100,000. In 2011, the number of vehicles in the commercial vehicle market remained at more than 70,000.

“This large market capacity is a good thing for Dongfeng Commercial Vehicle Co., Ltd.” Xu Wei, Manager of Tianjin Commercial Bank of Dongfeng Commercial Vehicle Co., Ltd., is optimistic about the market, but is also under great pressure. “Although the market capacity is It is big, but it is not developed overnight. The network layout of competing products is already well established and firmly occupies the market.”

Competing for shares from the hinterland is the most difficult part of market development. In response to this, the Shang Dynasty Department first carried out strategic development of the Tianjin market, and divided the strategic market, key market and general market “8+3” according to the size of market capacity. The +1” market structure highlights the focus and direction of work. "The so-called strategic development is to be something to do. There is something wrong with it. There must be a war, but also a little." Xu Wei summed up.

The eight strategic markets can be divided into three levels: super strategic market, strategic market, and strategic market. Xu Wei said: “Shijiazhuang and Tangshan have large market capacity. The East Windmill also has a certain foundation here. It is relatively easy to break through and it belongs to the fierce 'fighting' market; markets such as Tianjin and Baoding are relatively stable and have a high market share. In order to maintain market share and make progress in stability, the market capacity of Chengde, Langfang, Qinhuangdao, etc. is small, and Dongfeng has a low market share, and it is temporarily in a 'bad' position.

Microscopic Lazi: "The Work Must Be Realized"

“Strategic development is a macro layout, with regions as the unit and prefecture-level cities as the unit; the construction of the second-tier outlets is a microscopic layout, with prefecture-level cities as the units and counties as the unit.” said Xu Wei. The construction of second-tier outlets is another important task in the network layout of the Tianjin-Tokyo region. It is necessary to set up outlets within the prefecture-level city to effectively cooperate with the sales and service work of the 4S stores to maximize the effectiveness of the network functions.

In the first half of 2012, Dongfeng Commercial Vehicle Company Jinju District achieved sales of more than 4,000 vehicles, and the contribution of secondary outlets reached 30%. The construction of the second-tier outlets, on the one hand, occupy the blank market, sell the entire vehicle, and facilitate the maintenance and service of customers; on the other hand, it serves as a bridgehead and attracts competitive customers to expand the influence of the Dongfeng brand. "The construction of the secondary network must be implemented." Xu Wei asked.

“The two branches are divided into two levels (owned stores) and two levels of cooperation. Since the loyalty of the second level of cooperation is greatly affected by the business situation, we are accelerating the pace of building our own secondary branches. There are 7 secondary branches, 4 self-owned outlets, and another 2 are under construction. Shijiazhuang Jintian official said. At present, Shijiazhuang has at least one secondary outlet of Dongfeng Commercial Vehicle Co., Ltd. in each county, and has achieved full coverage of East Windmill outlets.

It was learned from the Jinshang Shangdai Office that the number of second-tier outlets in the Tianjin-Shantou region ranked first in the country.

Reasonable layout: benefiting manufacturers, businesses, and customers Recently, Baoding Zhongyi Huatai 4S store Wang Zhengzheng is rushing around. The existing two self-owned secondary outlets face the problem of insufficient network capacity. Therefore, they are actively looking for venues, adding outlets, and expanding. Network coverage. “Current customers are basically end-users. End-user customers’ purchases account for more than 80% of our total sales. To compete for end-users, we must have a network. The wider the network coverage, the greater the probability of seizing customers. "Wang explained.

Not only Zhongyi Huatai, the person in charge of the Tianjin Tonghao 4S store, which has seven secondary outlets, is equally aware of the market. “Opening up the market is like playing a chess game. Layout is a strategic foundation work. Well done can benefit manufacturers, distributors and customers.” Xu Wei is very clear about the importance of network layout. For Dongfeng, rationally deploying the network is the fundamental work for market development and the right choice in the downturn. For dealers, a rational layout of the network is a good way to get closer to customers and promote sales; to users Say, the rationality of the network's sinking and layout has provided great convenience for vehicle maintenance and service enjoyment.

Whether it can attract consumers to visit, one must have excellent products, the second is to facilitate maintenance services. At Jingyu County at the junction of Shijiazhuang and Shanxi, user Zhang Zhang said that his Tianjin car was purchased in Shijiazhuang. As a result, the service and maintenance must be entered into the city. It was inconvenient; since June Dongfeng Commercial Vehicle Co. After that, he handled all kinds of things more easily.

The second-level outlets of Jingyi County added: “The superb marketing skills are not as good as the user’s word of mouth. It is the good reputation of Tianlong and Tianjin that allowed us to stand still in the competitive area and compete for more. End-users, this year, the market share of Dongfeng Commercial Vehicle Co., Ltd. in Jingxing County has increased to around 15%.”

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