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On June 3, 2009, the Tibet Autonomous Regional Government and Anhui Jianghuai Automobile Co., Ltd. formally signed a procurement contract in Lhasa. 1,209 sets of JAC light trucks were used for rural construction. By the third quarter of 2009, all 1,209 light trucks had been delivered to In the hands of Tibetan herdsmen.
The volume of JAC light trucks entering Tibet is just a microcosm of JAC's commercial vehicles traveling to China and going global. In the past 2009, sales volume of JAC commercial vehicles (light trucks, Gehlfa heavy trucks, and chassis) increased by 40% year-on-year, exceeded 180,000 vehicles at one stroke, and achieved a historic leap. JAC has thus become China’s second largest Futian , Dongfeng and FAW 's commercial vehicle companies.
So, where is the growing momentum of JAC commercial vehicles?
In an interview with reporters, relevant leaders of the JAC Commercial Vehicle Company summarized the growing source of the JAC commercial vehicle business in a concise and concise manner based on the “contradictory theory of change and changeâ€.
JAC commercial vehicle "change"
At the beginning of 2009, the state launched the “Automobile Industry Revitalization Planâ€, implemented a series of industrial policies such as fuel tax, reduction of purchase tax to stimulate automobile consumption, 4 trillion investment to drive infrastructure construction, and automobile to the countryside, and promote the overall economic situation to stabilize and rebound. A huge market opportunity.
In the face of new market conditions and market opportunities, JAC Commercial Vehicles made adjustments in various aspects including organizational systems, product structure, network layout, triple-network linkage, and marketing ideas in early 2009. It can be said that the growth of JAC's commercial vehicle business is exactly the same. This series of adjustments brought about by the comprehensive benefits.
Optimize the organization system to improve management efficiency
JAC's commercial vehicle business is now composed of two major systems: a marketing system and a marketing support system. That is, purchasing, manufacturing, and quality are all part of the marketing support. This means that the vast majority of manufacturing personnel in the commercial vehicle system serve the marketing.
Gu Dehua, General Manager of Jianghuai Light Truck Marketing Co., summed up that this year's good results not only benefited from the adjustment of the organization system, but also benefited from the transformation of the concept of employees behind the optimization of the organizational structure: “We used to find ways to sell the cars produced. Go, that is, sales is for production services. Now, production is for marketing, and marketing is for consumers. What products consumers need, what products we sell, what products are needed for sales, and what products are produced on production. It is to change the production push for the sales pull type. According to the order of the products sold, the order pulls the production and the purchase.†Gu Zong believes that the role of the concept change is greater than the change of the organization: “This change seems to have changed the organizational structure, and more importantly It is a change in people's thinking. The employees are now very clear that the purpose of production is to meet the needs of the market and be more market-oriented.â€
Adjusting Product Structure Creating Core Competitive Brands in Market Segments
In 2009, Jianghuai light truck terminal sales staff said the most is a sentence: "more than a ratio, JAC car is really not expensive; with one use, Jianghuai Automobile true benefits." Specifically speaking, the JAC commercial vehicle "Shuai Ling" High-end light trucks, compared with similar Jiangling, Qingling, is "performance is similar, but the price is a lot cheaper." For Jianghuai's economical light truck "good luck", compared to the Futian era and Kama equivalent products "performance is much better, but the price is basically the same." Behind the slogan of this terminal is the constant adjustment and improvement of the product structure of the JAC commercial vehicle in 2009.
As early as December 2008, the JAC light trucks completed the integration of the brand, forming five sub-brands: Shuai Ling, Wei Ling, Chun Ling, Kang Ling, and Lucky. The adjustment of product structure clarifies the brand communication and market goals of JAC light trucks, making it easy for consumers to distinguish the price ranges and product characteristics of different sub-brands, and enhance the competitiveness of the five sub-brands of JAC light trucks in various market segments, and further expand Market share.
The adjustment of heavy truck and chassis product structure is also steadily progressing. In 2009, JAC Gehwa firmly implemented the strategy of follow-up on benchmarks. The company standardized the liberation, Foton, and Heavy Duty Trucks on cargo, haulage, and engineering vehicle products, through multiple rounds of benchmark development and price combing, to enable product development and The product structure has been optimized, which has effectively supported the increase in sales volume. In order to meet the requirements of the development of the passenger car market in the new situation, the JAC chassis has made adjustments to its existing products decisively to build a product line with more rational layout, richer status, and more competitiveness. At present, four series of chassis products have been formed, namely the "village-village-pass", passenger transportation, public transportation and CNG.
Entering the 2010 JAC commercial vehicle product structure adjustment will continue to deepen, JAC light truck will fully form three series of product lines: Jianghuai Bell, JAC Luck, and high-end light truck; Gehlfa heavy truck will further optimize the tractor Product structure; The chassis is developing the 6-meter chassis of the 4DA1 self-produced Engine while developing the Bosestone chassis, the State IV, and the new energy chassis, and continues to expand the dominant position of the JAC chassis in the market segments.
Realize the linkage of three networks to improve service quality
"Three networks" means marketing networks, service networks, and spare parts networks. The greatest significance of the "three networks linkage" lies in giving full play to the integration benefits of the three networks, eliminating service blind spots, and improving the service quality of JAC commercial vehicles.
At the beginning of 2009, Jianghuai Automobile adjusted its network layout according to the deployment of “expanding westwards westwards, deepening southeastern China, deepening southeastern China, and basing itself on the Central Plains and fully sinkingâ€. The coverage from the east to the west and from the south to the north was formed on the surface, and its depth was presented. From the municipal to the county-level extension, the implementation of the strategic layout of the city to the rural and rural areas echoes the city. The light truck network extends its marketing network to the third- and fourth-tier markets on the basis of the original 80 4S stores, nearly 300 first-tier dealers and 500 second-tier dealers. At the same time as the state introduced the policy of car to the countryside, Jianghuai Light Trucks established a special store for Jianghuai Fortune in some counties and townships, an agent for distributors in blank counties, and successively established county-level joint exhibition halls in some key regions. Solved the problems of difficulty in buying cars and service for users in county and township areas.
JAC Light-duty trucks have been making efforts to standardize the service system and improve the distribution speed and after-sales service capacity of their accessories while the product continues to improve, the network continues to sink, and sales continue to rise. The establishment of a central library of accessories throughout the country has strengthened the construction of service outlets and quick fix points, providing 24-hour service to Jianghuai light truck users and improving customer satisfaction.
The concept of “intimate service and joint operation†of heavy trucks and the “ten guarantees†measures of the chassis are also recognized by users. JAC Geerfa currently has 767 service stations and 356 parts supply points. The "Intimate Service Handbook" has been specially introduced. It clearly shows the contact information from dealers to regional managers and more than 700 Geerfa maintenance points. The user's worries. The "ten guarantees" for the chassis can provide customers with engine, chassis maintenance, quality assurance services, technical support, spare parts supply and other services within the same service station, reducing the number of customers traveling around the chassis and engine service stations. .
Transform Marketing Ideas Innovative Marketing Models
While the internal organizational system, product structure, and network layout have undergone profound changes, the marketing ideas of JAC Commercial Vehicles have also made new breakthroughs.
At the beginning of the year, taking the automobile to the countryside as an opportunity, Jianghuai Light-duty Cards actively changed their marketing ideas and changed passive marketing to take the initiative. From the beginning of the year, “Hundreds of Thousands of Enterprises to Thousands of Cities and Thousands of Households†to a public commitment to the countryside, light trucks do not increase their prices. From the “get rich to shoulder to shoulder†initiative to helping farmers directly receive subsidies, the Jianghuai light trucks have won a series of actions in the countryside. Widely recognized. The “Jiangxi Huai Light-card Brand Qian County Pass Relay Relay†event, which began in mid-October, was also used to promote the brand of the Jianghuai light truck. It also showed that it was “true to the countryside†that the automobile was sent to the countryside and gave the rural consumers a sure-footed pill. .
Heavy trucks launch a "diversity" marketing strategy. After the new Geerfa H series appeared at the Shanghai International Auto Show in a high-profile appearance, Jianghuai held a new product promotion meeting and organized test drive activities; through the L-series engineering vehicle tour, it expanded product promotion and sorted out marketing and service networks; The "Inducing Riches by Taking Finances" campaign not only offers price concessions, but also provides comprehensive services; the 60th anniversary of the great motherland was celebrated on the 60th anniversary of the birth of the motherland, and the Gehlfai heavy truck carried the "Jianghuai and Changkai" floats, representing the return of the 67 million Anhui people's dreams; The second international oil-saving contest won the championship of 6X2 trucks, and the fuel-efficient performance was even more convincing.
Chassis marketing takes “differentiation†as a breakthrough to expand its leading edge in market segments. For example, JAC launched the 6-meter chassis of the 4DA1 self-produced engine in the 3rd and 4th passenger transportation market, which fully met the needs of the medium and small cities and the village-to-village market; in the 7-meter high-end business and commercial market, the launch of the JAC-Bristol chassis. Filled the blank of domestic high-end chassis; and in the new energy and national IV chassis market, Jianghuai chassis took the initiative and achieved good sales performance.
JAC commercial vehicle "unchanged"
Optimization of the organizational system, the adjustment of product structure, to achieve three networks and transformation of joint marketing ideas to enhance the JAC commercial vehicle product strength and marketing power, service and combat effectiveness, in order to develop JAC commercial vehicles in 2009 has injected more Vitality and vitality. However, as an autonomous automobile company with a history of 45 years, “leading technology and excellent quality†is the cherished concept of Jianghuai Automotive . In the course of more than forty years of development, Jianghuai people have always taken the lead in the development of Chinese autos with this concept. From 100P to 808 models and today's Shuailing high-end light trucks, from the independent suspension of the chassis from Baosteel to the new energy hybrid chassis, from a single light truck manufacturing enterprise to a commercial vehicle integrated enterprise, JAC has always adhered to advanced technology and excellent quality. The unremitting pursuit.
Therefore, from the combination of the “change†and “unchanged†contradictions between the JAC commercial vehicles , we have seen that “guaranteeing quality, adjusting structure, and increasing profits†have become an inexhaustible motive force for the development of JAC commercial vehicles.
Everything contains inherent contradictions, and internal contradictions in things promote the development of things. Under the contradiction of “change†and “unchangedâ€, the JAC commercial vehicle achieved a historic leap in 2009, and it also accumulated power for the 2010 target of 200,000 commercial vehicles. Commercial vehicles are the basic business of Jianghuai Automobile. The rapid development of commercial vehicle business will lay a solid foundation for the realization of Jianghuai Automobile's "Eleventh Five-Year" target.