The reporter learned from the FAW Liberation 2013 Business Annual Meeting held in Guangzhou on December 25, 2012 that in 2012, FAW Liberation faced an unfavorable market environment and made a series of products, technologies, management, marketing, and policies. "Combination Boxing" maintains its existing market leadership and product advantages. Zhang Bing, general manager of FAW Jiefang Automobile Sales Co., Ltd., stated at the meeting that in 2013, FAW Jiefang will continue to improve its marketing and service capabilities, and determined that its annual sales target for heavy trucks will be 169,000 units, with a market share of 17.5%.
In 2012, FAW's liberation marketing system worked together to overcome difficulties, effectively controlled and implemented the marketing process, implemented standardized processes, implemented sub-sectors marketing, strengthened terminal promotion, and enhanced timeliness of spare parts supply, effectively curbing and reversing the liberating market. The decline in share during the first half of the year. It is understood that in 2012, FAW Liberation achieved 151,000 heavy-duty card product sales, liberated brand market share reached 16.6%, and liberation spare parts sales reached 1.91 billion yuan, an increase of 12.5% ​​year-on-year.
Total market demand stabilizes in 2013
According to relevant experts' forecasts, the growth rate of China's GDP in 2013 will be around 7.8%, and the macro economy will show a gradual warming trend. This is undoubtedly good news for the medium- and heavy-duty truck market, which is still at a low level. On this basis, Zhang Bing, general manager of FAW Jiefang Sales Co., Ltd., predicted that the total demand for medium and heavy trucks in the industry in 2013 will be around 930,000, which is basically the same as in 2012. The traction, dumping, loading, and special vehicles The market demand structure will remain basically stable. Segment market demand will continue to increase power, high-speed and high-efficiency trends.
Based on the judgment of national economic trends and industry demand, in 2013, FAW Liberation confirmed that the sales target for medium-heavy trucks was 169,000 units, with a market share of 17.5%, and continued to increase sales volume around key products such as J6 and natural gas. At the same time, FAW’s sales target for light trucks is 10,000, and efforts are being made to expand the market for high-end light trucks.
Implementing "Systematic Distribution"
In 2013, FAW Liberal will be guided by the target of strain share, and based on network capabilities, it will deepen the marketing of its products, accelerate the adjustment of network layout and structure in the direction of clear business responsibilities, clear authorization of lines, and clear division of business. Liberation will start the construction of a “liberation flagship storeâ€, focusing on the target of line share, terminal sales and promotion, service capabilities, and the implementation of processes. First, it will be piloted in the “National Model Shopâ€.
In order to allow the entire marketing system to conduct key product marketing for each region and to ensure the liberation of the brand's unity and standardization in the overall market, Xu Xiangzhi, executive deputy general manager of FAW Jiefang Automobile Co., Ltd., expressed that in 2013, the liberation. Trials will be implemented in some regions to formulate unified marketing strategies and sales will be conducted separately. The purpose of implementing this policy is to reduce consumption and increase income, form a synergy, and maintain the value and market share of the emancipatory brand.
In order to ensure the smooth implementation of the sales goal of FAW's liberation in 2013, liberation products will continue to be put on the market in the next year. Wang Lizhi, general manager of FAW Jiefang Automobile Co., Ltd., made it clear that in order to implement the national 4 emission standards for medium- and heavy-duty trucks after July 2013, FAW-Liberation has developed more than 100 models of compliance countries, among which Liberation J6 series all vertical switching countries 4 Standard engine.
In 2012, it coincided with the first commercial vehicle service brand in China - the tenth anniversary of the establishment of the “moving service†for the liberation of Liberation. Liberation launched a “impressive service†to achieve a major upgrade. In addition to launching six truth commitments, it also specifically targets dumps, etc. The model introduces a new service policy that is predominantly preventive maintenance. In 2013, the liberation service system will focus on the TQC service brand strategy of FAW Group. By deepening the connotation of the preventive maintenance system, the company will improve the supply system of spare parts and continuously improve its service support capabilities.
Solve the problem
In 2013, the liberation of FAW will usher in the historic moment of the tenth anniversary of the establishment of the Liberation Company and the 60th anniversary of the establishment of the FAW Group. Wang Lizhi stated that FAW's liberation will continue to adhere to its strategic principle of “independent development and open cooperation†and fully realize the liberation of “absolutely leading domestic position in the heavy truck sector, participating in international market competition, securing the market share of medium and heavy trucks, and achieving China’s The Twelfth Five-Year Strategic Goal of "First Truck Brand and World Famous Brand".
According to reports, a total of more than 1800 people from various parts of the country, including liberation dealers, service providers, and special-purpose vehicle partners, attended the business conference.
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