Breaking through the weak liberation 2014 will be the first

Breaking through the weak liberation 2014 will be the first


Each company has an annual keyword that represents the company's annual goals.

The key word of FAW's liberation in 2014 was "breaking down the weak."

Jing Qingchun, general manager of FAW Jiefang Automobile Sales Co., Ltd., expressed at the 2014 business annual meeting held recently that Liberation will focus on market segments in 2014, break through the weaknesses and strive for the first place.

Break through the western region of the vulnerable region


For historical reasons, the western region has always been a weak market for liberation. Jing Jingqing stated that Liberation has gained market share in the western market for two consecutive years, but its share is only 11%, and its share target in 2014 is 13%, which is still far lower than the liberation of the country’s overall share.

However, he revealed that the liberation has been gradually changing from the weak to the balance of power in both Yunnan and Guizhou. In 2013, Liberation achieved a breakthrough in dump trucks through an in-depth understanding of the characteristics of the Yungui market, through the selection of appropriate products and forward-looking preparations, through the efforts of the liberation agents, and thus became a model for regional breakthroughs. “The market share of Yunnan dump trucks has increased from 17.3% to 20.7%, and Guizhou has also increased from 13.1% to 20.8%, which has laid a solid foundation for the liberation of regional breakthroughs.”

He said that the liberation in 2014 will continue to expand new market growth points in the Yungui area. “The liberation will strengthen the advantages of the J6P8×4 dump truck market and the J6L4×2 truck segment market in Yunnan, and open up the urban construction dreg market; in Guizhou, it will continue to consolidate the dump truck market and expand the J6P8×4 truck. J6L4×2 truck market.”

Jing Jingqing expressed that liberation will further strengthen the protection of service supplies in the western region. To build a service center station in Yunnan and Guizhou, and to increase the spare parts reserve of 10 million yuan at the direct service spare parts station to ensure emergency spare parts are in place for 72 hours and continue to increase the market share.

In addition to the Yungui area, Liberation plans to build six distribution networks with annual sales of 500 vehicles in the western region. "The overall strategy is to consolidate the achievements of the current Yunnan-Guizhou market and focus on breakthroughs that will continue to increase the market share of other provinces."

However, it is not enough to break through the Yungui area. Jing Jingqing expressed that Liberation will continue to focus on the core network in the west, improve its ability, and adopt one-on-one store support. Based on 15 provinces in 4 provinces in 2013, it covers 30 provinces in 9 provinces. At the same time, differentiated marketing strategies in the west and special expenses support in terminal promotion.

Breaking down the disadvantaged dump truck is more important than gold


Compared with the advantages of consolidating the tractor market, the dump truck market has always been a weak market for liberation. In 2014, the goal of liberation was to make major breakthroughs in the dump truck market. Jing youth has broken down the dump truck into a focus breakthrough for the construction of city dregs, mining trucks, lightweight road dump trucks, and heavy-duty highway dump trucks.

Jing Qing believes that the urban construction residue market will be the market with the largest demand in 2014, while the lightweight road dump truck market will be the market with the largest increase in demand. These two markets will also account for 60% of the total market capacity. Liberation will establish a core network around the two markets, establish a marketing team, and provide focused support to dealers with a strong desire for underwriting. "The liberation will be based on 2013, and will further train 90 to 120 dump truck distribution networks to achieve sales of 15,000 vehicles."

In terms of product strategy, Liberation will promote 2013 J6P9L dump trucks, and accelerate the introduction of J6P11L dump trucks into the market; in terms of regional strategy, liberate the key to promote Shandong, Anhui, Jilin, Henan, Jiangsu, Liaoning, Heilongjiang, Shaanxi and other markets And promote the rapid import of J6P11L dump trucks in markets such as Yunnan, Guizhou and Sichuan.

Liberation will focus on expanding the 8×4 dump truck market for lightweight roads in 2014. Jing Yang analyzed that the market has changed from a standard type to a complex type, and has become the main product. “In terms of product strategy, Liberation will continue to accelerate the promotion of J6P9L and V9L products in compound markets such as Chongqing, Shaanxi, Sichuan, Yunnan, and Anhui; and J6M8L and JV lightweight products in Fuyang, Zhangzhou and Shanxi and Henan in Anhui Accelerated promotion in several key markets in Hebei.”

In addition, Jing youth indicates that the medium-duty dump truck accounts for 40% of the dump truck market capacity, and the market demand is about 120,000 vehicles. This market segment is also precisely the weak link of liberation. He told reporters that in the year of 2014, Liberal will release 160-horsepower and 220-horsepower J6L products equipped with six-cylinder machines and form a combination with J5P to seize the medium-sized car market. “At the regional level, liberation will focus on Yunnan, Guangxi, Jiangxi, Guizhou, and Hunan and strengthen its promotion.”

Jing youth believes that the confidence of the liberation dump truck market is more precious than gold, so dealers need to enhance their confidence and initiative in developing the dump truck market.

Focus on the weakness of the tractor to break through the advantages


Tractors are the dominant strains of liberation with a market share of up to 32%, and are generally in a dominant position in the industry. Jing youth said that even so, liberation is still facing challenges from three aspects in the tractor market. “First of all, the market capacity of traditional competitive advantages such as 6×2 and 6×4 pony horsepower will continue to decline. Secondly, the 6×4 high horsepower standard-laden market will face competition threats from competing products and potential competitive threats of joint ventures and cooperation products; again The liberation of large-horsepower 6×2, 4×2, 6×4 trucks and port tractors is still in a weak position and there is an urgent need for breakthroughs.”

In response to these challenges, the concrete measure for liberation is to consolidate the 6×4 large-horsepower standard-laden market. In 2014, the total market capacity will reach 80,000 units, and the liberated market share will reach 21,000 units. The market share will increase by one percentage point.

From the aspect of product strategy, liberation will follow the strategy of using high-speed and high-efficiency markets: to break through vulnerable regions and consolidate and enhance market advantages. Liberation will promote the J6 digital model, expand the J6 luxury and Sky V lightweight products; on the horsepower segment, will continue to push 420 horsepower and small speed ratio products in 2013, and will continue to promote the 460 hp segment in 2014. Market introduction.

In terms of regional strategy, the liberation will focus on upgrading the market share of four vulnerable regions such as Shandong, Xinjiang, Beijing, and Shaanxi, because the market share of the four provinces is still much larger than the average national market share of 20%; The disadvantaged regions of the advantageous provinces, including Ningbo in Zhejiang Province, Guangzhou in Guangdong Province, Pingdingshan in Henan Province, and Nanjing in Jiangsu Province, also have a certain increase in market share. "The liberation office will use EPRS tools together with distributors to formulate promotion strategies to ensure that the overall market share of the liberated 6x4 high-horsepower labeling market will increase to over 27%."

In 2013, the 6×2 high horsepower tractor market grew rapidly, while at the same time in 2014 it had the characteristics of rapid regional expansion. “At present, we are rapidly expanding from major markets such as Gyeonggi, Shandong and Henan to regions such as Shaanxi, Shanxi, Anhui, Jiangsu, Beijing, and Fujian. For this segmented market, the target of liberation is to sell 5,000 vehicles, occupying a market share of 25 %."

Jing youth expressed that Liberation will adopt the market introduction of J6P products in the major markets steadily in the 6×2 high horsepower traction market, and carry out forward-looking marketing strategies in the potential market. He disclosed that in the fourth quarter of 2013, Liberal released 11-liter, 4.1-speed, 6×2 high-power J6P products, which initially achieved full user acceptance. In 2014, Liberation will adopt J6P and V11L's product portfolio to enhance product competitiveness in this segment of the market. “The targets for 2014 in Shijiazhuang, Tangshan, Qinhuangdao, Xingtai, Jiaozuo, Nanyang, Shangqiu and Linyi are mainly to continue to increase sales, and will implement forward-looking promotion in Yulin, Hanzhong, Yuncheng, Xiangyang, and Lianyungang to capture market opportunities. ."

Jing Youth finally told reporters that Liberation hopes to use the above new tractors to introduce new products and continue to consolidate the advantages of liberating the towing vehicle market and further offset the impact of changes in demand structure on liberation.



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