With the introduction of relevant national policies and the saturation of the market, the sales volume of heavy trucks in China in the first half of the year has declined significantly compared to last year. First-team group Dongfeng, China National Heavy Duty Truck and FAW’s liberation rate in the first half of the year’s total “lose the wholeâ€. The “Tianlong†killer was behind, with the smallest drop of 0.8%. The impact of the drastic drop in the tractor market from FAW's liberation was down 34% year-on-year, and the drop ranked the top among mainstream companies.
The second-tier group’s army, Shaanxi, Shaanxi Heavy Industries and Construction Automobiles reported that the dump trucks had the highest sales in the industry for three consecutive months, sales of special vehicles exceeded 12,000 units, and the contribution of DeLong F3000 to sales volume, Shaanxi Automobile achieved a 2.2% growth; Fukuda, who had “fighted for a tie,†benefited from the support of dump trucks and trucks after breaking the capacity bottleneck, achieving a substantial increase of 12.8%. The third echelon of the group army as a whole rose, the market share is not small growth. Sales volume of JAC heavy trucks continued to maintain the industry's top-ranked growth rate of 90%; Beiben and SAIC Iveco Hongyan (abbreviated as Yiyinhong) sold 26,500 heavy-duty trucks and 22,700 units respectively, an increase of 13.2% and 17% year-on-year.
The members of the three echelon corps performed differently in the same economic environment. In-depth analysis provided that each company had its own internal commonality: both focused on the promotion of services as the market, and used services to drive sales, helping products in the predicament of weak market conditions. Breakthrough.
Auman: First launch of "full life cycle" service concept
At the beginning of this year, China's heavy-duty truck industry was the first to adopt the "full life cycle" service concept. As the proponent of this idea, Auman is tantamount to investing in an increasingly heterogeneous bombing of heavy truck services. The "5T" service standard includes the entire process, full cycle, all-around, all-unification, and full satisfaction. This service standard will extend the heavy-duty service from the three-packet service to life-long service, and strive to improve the phenomenon that the three-packet heavy-duty truck product is not properly serviced, and protect the user and the vehicle's need for lifelong care. Following the introduction of this standard, Auman again attacked combo boxing and launched the purchase of Auman in 2011. The first maintenance of the entire vehicle was free of charge (including material fees and working hours), and the warranty period was extended to 24 months/200,000 kilometers ( Road vehicles) and other initiatives can save users 20,000 yuan.
From the “worry-free process†to the “full life cycleâ€, Auman has always been a wasteland in the service sector. Wu Yuejun, general manager of Futian Auman Brand, stated: “Building service core competitiveness is the key task of Auman’s past, present and future strategic plans. In the last 2-3 years, Auman has been vigorously building a service system. In the future Auman will continue to be as usual. The goal is to build the core competitiveness of services. Auman's goal is to lead China's heavy truck services to align with European heavy truck services, create real value for customers, and establish the strongest backing for Auman's product sales."
Shanghai Iveco Hongyan: Sales in the Service Brand Market
At the Shanghai Auto Show, various car companies competed to register for an appointment in order to make their debut at the biggest auto show of the year. Shang Yihong took advantage of this event and strongly launched its service brand—zero distance service. The in-depth analysis included the connotation of technology, time, space, caring, and value-added services, and exhibited professional mobile service vehicles at the site. In fact, Xiong Weiming, the general manager of the company, disclosed this matter at the Beijing media meeting at the beginning of the year, and stressed that 2011 was set to be “Year of Service†for Shang Yihong. After half a year, Shang Yihong demonstrated the correctness of this decision with good market performance.
In the first half of 2011, there were 22,700 red-selling vehicles in the market, achieving a 17% converse trend. This mainly depends on four favorable conditions. First, the dump truck has always been the dominant model of Yiyinhong, and the dump truck in the first half of the year is an important force to support market growth. Second, in the first half of the year, the development of the western region has a great effect on the sales of heavy trucks, while Yiyihong The advantages of the market are Sichuan, Chongqing, Inner Mongolia, Shanxi, Yunnan and other provinces. Third, Jieshi gradually entered a mature period and became a boost to Shangyi’s growth in the first half of the year. Reporters interviewed at the Taiyuan Truck Show interviewed a red sales person for only five or six minutes. Several people came forward to ask for a quote from Jieshi asking for a product brochure. With the improvement of Jessey's product lineage, the marketing of Jessie C100, and the launch of high-quality, high-, medium-, and low-end market products, product competitiveness has increased. Fourth, Shang Yihong’s service brand policy benefits distributors and users. According to Shang Yihong sales personnel, Shang Yihong has increased its support for distributors and parts centers, provided credits for accessories, and provided free and frequently needed accessories for the market. On the red engine to accept the replacement of the host, and at the service station exhibited Corso 9 real machine, allowing users to understand the Corso 9 engine; another unique service content is that the engine can be directly dismantled parts for the user to replace.
China National Heavy Duty Truck: Extending Emotional Value Chain
In 2010, China National Heavy Duty Truck ranked the first in the domestic industry with a record of 195,000 vehicles, becoming the fastest growing, most competitive and growing company in the global heavy truck industry. Undoubtedly, in the past 10 years or so, China National Heavy Duty Truck Corporation has become a leader in the industry by continuously improving its competitiveness through its own development practices. The real leader is to get rid of the competition, create a territory without competition, and strive for a new market space, so as to create a leap in value and release new demands. This is a “Blue Ocean†strategy proposed by scholars and a response to China’s CNHTC. The fundamental strategy of competition.
In today's world, it's hard to create any kind of sustainable competitive advantage with products alone. In other words, maintaining technological leadership and strict product quality is not enough. Quality needs to be transformed into the brand effect of the company itself, and accumulates into an “emotionâ€. At last, this “emotion†is promoted to value and expanded to the “emotional value chainâ€, so that the company can radiate its core competitiveness that is difficult to imitate and replicate. . It is precisely for this reason that in 1999, when the automotive industry service was still stuck in the traditional “Three Guarantees†after-sales service, CNHTC took the lead in registering the “Family Service†service mark with the State Administration for Industry and Commerce, which became the only company registered in the industry at the time. Serve the brand, then personalize it and give it life. In the course of the investigation of the service station by the reporter, many users met with CNPC's "kinship service". One user even evaluated the service work of Sinotruk as "how to commit it and how it should be done."
Grand Canal Heavy Truck: Accelerating Infrastructure Construction and Starting from the Ground Level
In the motorcycle industry, the typhoon of the Universiade car, although involved in heavy truck field is a novice, you are pragmatic. In July of this year, Universiade Motors adjusted the after-sales service policy of the Grand Canal Heavy Trucks, and it could be said that every "New Deal" has brought real benefits to the users with digital numbers.
Extended warranty period. The Dayun Heavy Trucks will adjust the warranty period of road vehicles to 24 months/200,000 kilometers, non-road vehicles will be adjusted to 9-month unlimited mileage, and the warranty period for parts and components will also be significantly extended.
Expand the radius of outbound services. The company has more than 400 special maintenance stations in order to meet the service needs in remote areas, speed up rescue operations at service stations, and solve vehicle failures in a timely and effective manner. The Universiade is currently applying for rescue applications in different regions (round trip mileage). ) is divided into: 400 kilometers, 200 kilometers, 100 kilometers.
Accessories distribution distribution. The spare parts reserve of the service station directly affects the timeliness of the user's vehicle maintenance. In order to ensure that the user's vehicle can be supplied with timely and effective parts, the Grand Canal Heavy Truck implements the payment and distribution policy, starting from 10,000 yuan and the service station purchasing 60,000 yuan. Parts can be shipped 60,000 yuan accessories, hanging doors and then send 20,000 yuan accessories. The Universiade Heavy Trucks encourages service stations to actively store spare parts, and at the same time introduce exchange policies, thus eliminating the concerns of service stations and providing users with satisfactory accessories services.
Comparing with other domestic merchants' usual price tactics, the service can be regarded as a Chinese medicine that treats the symptoms and cures the symptoms. It is mild and slow, but it is the root of solving problems. The ultimate goal of the service is not only to provide protection for the user, but to transform it into a kind of trust and psychological dependence. This is a deeply entrenched market competitiveness and can promote the soundness of the entire industry.
Today's heavy-duty truck industry has entered the post-competition era. It has been unable to rely solely on products to compete. Dealers need quality services to achieve strong marketing support. At present, the heavy-duty truck industry has entered a new era of competition. Everyone is no longer alone in product quality. Under the premise of ensuring quality, whoever does after-sales service will be able to firmly grasp the consumers.
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