With the expansion of the commercial vehicle group business, especially the truck business, many manufacturers have similar problems: overlapping products, overlapping networks, and overlapping brands. This not only makes users feel "a bit dizzy", but also makes the bad competition between dealers worse.
Some people dubbed this situation as “the son has become more and more worriedâ€. Therefore, how to make each “son†grow up healthy and not to interfere with each other has become a problem that must be considered by the “parent†truck group.
Brand differentiation "immediately see"
Consumers tend to value brands when they buy products because different brands reflect the value of different products and services. Although the degree of homogenization of trucks is relatively high, under different interpretations from different manufacturers, many users will take brands into consideration when purchasing. Therefore, using the brand to distinguish, undoubtedly provides users with a clear choice.
On December 22 last year, China Heavy Truck Chengdu Ace Commercial Vehicle Co., Ltd.'s heavy truck Ace W5G was unloaded. Although CNHTC already has a series of heavy-duty trucks, it appears to the industry that the move will not allow consumers to mix up, because the brand that is crowned by the heavy truck brand is "trump card." "The positioning of the heavy truck Ace is very clear, it is a regional brand, the main face of the western region, playing the brand is 'trump card', so strategically speaking, it will not cause too much impact on heavy truck." This industry According to people, "Although the trump card's 'elderly people' has gone by far, it seems to me that personnel changes are normal. Whoever is a shareholder is the manager. And no matter how the personnel changes, the trump card brand is still there. The status in the regional market can be continued."
Similar examples include Dongfeng Commercial Vehicles and Liuzhou Automobile. As a company under Dongfeng Motor Co., Ltd., Dongfeng Commercial Vehicle's main products are Dongfeng Hercules, Dongfeng Tianlong and Dongfeng Tianjin. Dongfeng Liuzhou Automobile Co., Ltd. is a limited liability company jointly owned by Dongfeng Motor Co., Ltd. and Liuzhou Industrial Holding Co., Ltd., which is totally different from Dongfeng Commercial Vehicle's brand LOGO. Its product name is also self-contained: Chonglong series and Longca series. , Ba Long 507, Pa Long 406.
Dongfeng Liuzhouba Longhe heavy truck
"This is related to assets. The higher levels pay more attention to the sales of the two products instead of products." The above industry analysts said.
For the practice of distinguishing brands, the person thinks: “The position and understanding of the brand and product of the manufacturer determine its practice. If the brand is unclear, it is easy to cause internal disorderly competition and the sales of each sub-brand are very limited. ."
<br> <br> by product under the same brand if the same brand, so it is up to products to be distinguished.
The leading product of FAW Jiefang Qingdao Automobile Co., Ltd. (hereinafter referred to as Qingqi) is Liberation Brand medium- and heavy-duty diesel truck. The tractor products include Tian V, Yu V, New Dawei, Sunway, and Tuwei. V. New Dawei, Sunway, Sailong, Tiger V, JL01, Luwei, Converse, Dump Trucks include New Dawei, Xinweiwei, Minewei, and Tuwei. At the same time, Qingqi also has some J5 and J6 products, such as J6M6×2 tractors (light weight type), J6M6×2 tractors, J5K4×2 traction, J5MLNG6×2 dump cars (logistics vehicles), J5M6×2 wings. Open vans (aluminum alloy), J5M6×2 wing open vans (corrugated slabs), J6L4×2 trucks, and J5K4×2 truck cranes. However, these products are different from those produced in Changchun. For example, in terms of tractors, the J6M tractors produced in Changchun are driven by 6×4.
“FAW has factories in Changchun and Qingdao, and unlike the trump card, the two factories produce liberated brands, so it is easy to 'fight' inside, plus they use the same marketing channel. The positioning and price of products are not complementary, and sometimes it is competition, which is definitely a big problem.So later on, FAW divided the products, J6 produced in Changchun, and other sub-brands were produced in Qingdao, thus avoiding the above problems. This person in the industry explained.
Marketing channels divide the sphere of influence “Before, our company sold both Dongfeng commercial vehicle products and Liujiang’s products. Later, Dongfeng told us that we could not sell Liuzhou’s products, and we specified which Dongfeng commercial vehicles to sell. This may be the manufacturer's plan for overall consideration. As a distributor, I don't know the reasons why the manufacturers do this," said Mr. Li, a Dongfeng commercial vehicle dealer.
About three years ago, the reporter saw Liu Longka in the dealer's shop, but when he visited again, he only saw the Dongfeng commercial vehicle. In the face of reporters' questions, the dealer gave the above answer.
CNHTC officially announced its multi-brand strategy at the 2014 China National Heavy Duty Truck Group's 2014 business conference on December 17-18. According to the multi-brand strategy, the existing products of Sinotruk will be included in the SITRAK brand, HOWO brand, Steyr brand, and HOHAN brand four brands. One brand corresponds to one LOGO. CNHTC will also publish new image standards for the four brand marketing networks, re-distribution of the marketing network, will be more intensive, and provide dealers and users with more valuable services.
Previously, there were many product lines of CNHTC, and the company’s affiliated company and sales department had complicated operations. Mr. Yang, a heavy-duty truck dealer, had a deep understanding of this. "Sinotruk's products include SITRAK, HOWO, Steyr, Yellow River, Gold Prince, Haohe, Ace, Welfare brand heavy truck, medium truck, light truck and many other models. From the model point of view, It can be divided into trucks (covering SITRAK-C7H platform, SITRAK-C5H platform, HOWO-T7H platform, HOWO-T5G platform, HOWO, HOWO light truck, Golden Prince, HOKA, Yellow River C5B, Haohe), tractors (covering SITRAK -C7H platform, HOWO-T7H platform, HOWO-T5G platform, HOWO, HOWO-A7, Gold Prince, HOKA, Yellow River C5B, Haohe), dump truck (covers HOWO-T7H platform, HOWO-T5G platform, HOWO, Gold Prince , HOKA, Yellow River C5B, light truck dumping, Haoyu. Among the companies under CNHTC, CNHTC Jinan Commercial Vehicle Co., Ltd. is mainly engaged in Steyr, Gold Prince, Judeka, H7, and New Yellow River series. Vehicle production and various types of auto parts production; China National Heavy Duty Truck Group Jining Commercial Vehicle Co., Ltd. mainly produces 15 to 55 tons of Sinotruk "Haoyun" brand heavy-duty trucks, and its sales division undertakes Sinotruck Haoyun series. Sales Tasks for Heavy-duty Trucks; China National Heavy Duty Truck Group The major brands produced by Fujian Haixi Automobile Co., Ltd. are Fujian Brand, Fujian Brand and Haoman Brand; the sales department of China National Heavy Duty Truck (Hong Kong) Co., Ltd. undertakes HOWO-T7H, HOWO-T5G, and HOWO-A7. Sales of medium- and heavy-duty vehicles and special vehicles such as HOWO, HOYU, Steyr/Stel, WERO, and HOVA; Sales of commercial vehicles of China National Heavy Duty Truck (Hong Kong) Co., Ltd. assumes the group companies HOKA, King Prince, and New Sales and service functions of the four series products of the Yellow River and SITRAK; Jinan Light Truck Sales Department of China National Heavy Duty Truck (Hong Kong) Co., Ltd. undertakes the sales and after-sales service of light trucks such as HOWO light trucks and Yellow River dump trucks of China National Heavy Duty Truck Group. Mr. Yang introduced Said: "This complicated division has caused great inconvenience to dealers. Fortunately, after the integration, there are not many situations in which dealers sell products that overlap. Marketing has its own network, and the products are different. Internal competition is much less than before."
"It can be said that the previous marketing system of CNHTC was all sorts of different. It merged part of it last year. If the fiscal system, sales system, and service system are completely independent, then it would be too wasteful if there is no increase in total sales." Personnel analysis believes.
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