The perfect ending and the first FAW Liberation Guangzhou to deploy 2010 marketing work

December 25, "Business FAW 2010 Annual Meeting" was held in Guangzhou, Guangzhou, Xu Jian, general manager of FAW Group Corporation, Deputy General Manager of Dong Chunbo, Xu Xianping; Wang Lizhi, general manager of FAW Car Co., Ltd., party secretary, deputy general manager Xu Yanzhi; Director of FAW Jiefang Qingdao Automobile Factory; Xu Yannan; Minister of Marketing Management of FAW Jiefang Automobile Co., Ltd. and Zhang Bing, General Manager of FAW Jiefang Automobile Sales Co., Ltd., attended the meeting. A total of more than 1,400 people including car partners attended the conference.

In 2009, FAW released a new record of production and sales

In 2009, the total sales of FAW Liberation amounted to 167,000 units, an increase of 25% over the same period of last year. Production and sales volume hit a record high again! Market share climbed steadily, achieving a perfect ending for 09 marketing!

The achievement of market success is of course the result of many joint efforts. However, through this annual meeting, the strategic guidelines that have been adopted throughout 2009 are to “get the foundation and grab share”, which is undoubtedly the key factor for the liberation of the marketing strategy. It is precisely because of this that it has become the core proposition to liberate marketing and deployment in 2010 by achieving improvement and improvement and gaining a win-win result on the basis of "protocol-based, grab-share".

Looking back at 09's development history throughout the year, FAW Liberation did not discourage and retreat before the huge gloom of the commercial vehicle market at the beginning of the year, but it has withstood the cruel test of the market and fully demonstrated its ability to resist risks and respond to the market. In the face of a fierce and turbulent market situation, the "Basis of Liberation" has achieved fruitful results, and the market promotion capability, market support, and marketing management quality have all been significantly improved. In particular, since the second half of the year, based on the forecast of the actual demand of the industry and the trend of changes in the demand structure, Liberation has solidly consolidated the foundation, promoted marketing, deepened product price/performance ratio, deepened regional expansion, deepened market support, deepened network layout, and deepened “moving services”. Six upgrades and deepening of basic management have won the market turnaround, and product sales and market share have continued to climb, successfully fulfilling all-year marketing tasks.

J6 takes the lead, "World Heavy Trucks" is favored by Chinese users

Zhang Bing pointed out in the theme report of the annual meeting: “In 2009, J6 played a key role in increasing the sales and share of liberation. The launch of 09 J6 was the core support for major breakthroughs in J6 products, and the market for J6 products. Breakthroughs are of great significance to elevate the overall competitiveness of heavy vehicles and adjust the product structure."

The reporter learned from many aspects: As a J6 heavy truck for the liberation of strategic products, sales of 18,000 vehicles were achieved in 2009, and the market reaction was extremely hot, and the situation of supply exceeding supply was expected several times. The outstanding quality, stable performance, and outstanding performance of the Liberation J6 have become the preferred choice for most truck users!

J6 can achieve such excellent market performance this year, on the one hand thanks to its own international technology, process and manufacturing standards, to bring users real value. On the other hand, Liberation also provided great support for the sales of J6 in 2009, including further improving the cost-effectiveness of the vehicle, allowing users to enjoy the quality of world-class heavy trucks at the price of domestic cars; the product line of the J6 platform is further broadened. , Forming a development pattern of wide series, full-model, and personalized configuration, and satisfying different operational needs of Chinese users with a comprehensive product line.

While the market is highly recognized, the liberation of J6 heavy trucks has also been highly praised by the industry. On October 20, 2009, the Liberation J6 upgraded heavy truck was honored as the representative model of the Chinese automobile industry. It attracted the attention of the whole world. At the same time, Liberation J6 also won the "China Automobile Industry Science and Technology Award" special award, this is the first special award since the establishment of this authoritative award!

Layout 2010, "Choose Foundation, Grab Share" is still the protagonist

In 2010, the domestic truck market will still face a complex and ever-changing market environment and a more fierce competitive landscape. FAW Jiefang will continue to implement the overall marketing concept of “basic and grab share”, through the promotion of product competitiveness, service support, and marketing. Support and value creativity are used to fight for market share and improve system efficiency. Through the implementation of quality management, deepening network construction, and improving management processes, we will improve and enhance network competitiveness and service support.

By further broadening the product line, the liberation of 2010 will continue to enhance the market competitiveness of the product. CA6DM power will be matched with J6 full series models, J6 product line will be developed and improved; J5 product line will be mainly used for mine dumping, urban construction dreg dumping, and port economic traction, and will be broadened to enhance product adaptability in market segments. And competitiveness. At the same time, the liberation will further enhance the product's price/performance ratio and adaptability so that the 2010 products will be more in line with the operational needs of current users: “big horsepower, light weight, low fuel consumption, fast speed, high reliability, and regionalization”. In the area of ​​special vehicles, the liberation will focus on the three major market segments of blending, sanitation, and tanks, and continue to enhance the comprehensive competitiveness of special-purpose vehicles.

In terms of service and spare parts support, Liberation will establish a brand-new service system with preventive maintenance as the leading factor, and make breakthroughs in the availability of spare parts and improve the timeliness of maintenance services. At the same time, by lowering the cost of spare parts, the user's cost of use will be further reduced, and the brand connotation of emancipating the “impacted service” will be raised in an all-round manner, leading to the continuous improvement and expansion of industry service standards.

In the promotion of terminal marketing capabilities, Liberation will expand market segments, expand business models, continue to increase network coverage, complete first-tier outlet coverage in key cities, and encourage agents to conduct self-operated secondary outlet coverage in the business area. . At the same time, it will pay close attention to potential customers, establish and improve customer management processes, and enhance the ability to liberate the network to end customers.

In the face of severe market challenges in 2010, the marketing strategy of FAW Jiefang has started steadily. Carry forward the spirit of “Discuss First, Innovate Industry, and Responsibility” of FAW Group, firmly consolidate the foundation of marketing management, and strive to fight for market share. FAW's liberation will surely create more outstanding marketing performance in 2010.