Learning from the Passenger Vehicle Marketing Model of Commercial Vehicle Force Development Network

Learning from the Passenger Vehicle Marketing Model of Commercial Vehicle Force Development Network


As a means of production, commercial vehicles, especially trucks, have always been the "money making tools" in people's eyes. "Dora Run" is the same product standard that trucks have for years. Compared with the passenger car market, service and marketing are generally weak in the commercial vehicle industry. Especially in the construction of the marketing network, most companies still stay in the pursuit of “quantity”.

In the first half of this year, JAC, Foton, Dongfeng, Yuejin, and Liberation have all launched their own new products, Jun Bell II, Kang Ling II, Sword, Omar, Xiao Bawang II, Shuai Hu, Aowei, King Kong, Liberation. Small cards and other new products are also all "on stage." With a large number of new products entering the market, the phenomenon of homogenization of products has become increasingly serious, and the advantages of the products themselves have been difficult to highlight; the effect of price reduction promotions on a weekly basis has also gradually weakened. Under this kind of effect, the convenient and perfect marketing terminal construction is becoming more and more attractive to consumers. Therefore, how to make their own marketing network more practical and efficient has become a key issue for commercial vehicle companies.

In the commercial vehicle market, companies have begun to notice the important role of the marketing network. For example, Jianghuai Automobile began to lay out an independent marketing network at the beginning of its establishment. In June of last year, Jianghuai Automobile successfully entered Tibet, completed the nationwide marketing network construction, and formed a complete service and marketing system covering 31 provinces, cities, and autonomous regions, with over 170 outlets. After completing the establishment of the number of terminal networks, JAC took the lead in proposing the concept of "salvage operation". On the one hand, “humanistic care” is introduced into truck products; on the other hand, in the terminal construction, the S shop business model of the car industry is introduced into the truck industry. In just three years, Jianghuai has built a total of more than 50 S-stores of various kinds in the country, and it is expected that it will exceed 70 by the end of this year.

In addition to JAC, in March of this year, Dongfeng Commercial Vehicle also fully integrated its marketing network. Sales network of non-traditional markets of Liuyang, Xinhua, Hangzhou Auto and Dongfeng Nissan Chai will be sold with truck companies. Network consolidation, the establishment of a unified management, unified sales, unified brand marketing network platform, forming a commercial vehicle overall marketing platform within the scope of the entire Dongfeng company.

According to industry analysts, the integration of sales networks by automotive companies is a manifestation of their willingness to adapt to changes in the market. At present, the pace of sales network integration for commercial vehicle companies has already taken a step. In the future, more commercial vehicle companies will surely begin to integrate marketing networks.


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