Heavy truck new products to promote differentiated marketing companies have "strange"
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The replacement of old and new is a normal phenomenon in the natural world, and so is the heavy truck industry. Looking back at the heavy-duty market in the first half of the year, there was a trend of “a new look for the old one†and the new generation of heavy trucks upgraded old products and became the main force in the market. A set of data fully illustrates this point: In the first half of the year, Dongfeng Tianlong series sold 53,529 vehicles, Liberated J6 achieved 32,000 units, Shaanxi Auto F3000 orders exceeded 20,000 units, and Dongfeng Liuzhou Bolong 507 broke 20,000 units. turn off.
Let's take a look at the date of birth of these new generation heavy trucks. Dongfeng Tianlong was listed on May 18, 2006. Liberation J6 was put on the market on July 15, 2007. Dongfeng Liuzhou Bolong 507 debuted in January 2008, and heavy truck Haoyu A7 debuted on December 19, 2008. Iveco Hongyan Jieshi was officially released on March 12, 2009, Shaanxi Auto F3000 was launched on September 15, 2009.
These heavy-duty trucks are all high-end products that have been upgraded in the last four years. Sales prove the strength of these new products, but whether a new product can gain market recognition will not only challenge the product itself, but also involve various marketing methods such as service guarantee and network construction. The heavy truck industry has a general rule. If the new product can not account for more than 60% of the total sales in 2 to 3 years, the promotion of this product is a failure. Therefore, in order to win the present and the future, enterprises can be said to be unique in promoting new products.
Selling points take the lead
In the promotion process of new products, companies generally consolidate their unique selling points and impress users with differentiated positioning.
"The integration of global technology, achievements Tianlong heavy truck" is Dongfeng Tianlong's slogan. As an important result of the joint venture between Dongfeng and Nissan, Dongfeng Tianlong integrates Dongfeng, Renault, and Nissan Chai technologies into one. Emphasizing the integration of international advanced heavy truck technology naturally becomes the unique selling point of Dongfeng Tianlong. Since June 26, 2006, Dongfeng Tianlong has gradually demonstrated its advantages in the transportation of dangerous goods after the first batch of Dongfeng Tianlong delivered users into dangerous goods transportation.
CNHTC Haoqi A7 has been equipped with a 16-speed electronic transmission controlled by China National Heavy Duty Truck and WABCO to become the biggest highlight of the A7. In order to meet different needs, China National Heavy Duty Truck has also tailored the D10 series of engines (270PS to 380PS), adopting independent innovation and the domestic pioneering turbocharger center technology.
Liberation of J6 is the replacement of heavy-duty trucks independently developed by FAW during the “15th Five-Year Plan†period. The core R&D target is to calibrate European high-end heavy trucks. In the process of cooperation with internationally renowned heavy-duty truck companies, Liberation has independently developed key assemblies such as cabs, engines, and axles through the integration of advanced assembly and component resources at home and abroad, creating an internationally advanced high-end heavy truck.
Shaanxi Auto F3000 is the main German technology. Shaanxi Automobile DeLong F3000 fully adopts Mantech technology from the cab chassis, achieving a number of functional enhancements and matching. Liu Keqiang, director of Shaanxi Automobile Market, told the reporter of “Commercial Automotive Newsâ€: “F3000 overcomes the defects of Aolong and F2000 in terms of appearance, comfort, and workmanship, and also applies new technologies. The product is more cost-effective and the price is only higher than The F2000 is more than 5,000 yuan."
Dongfeng Liuzhou Bolong 507 just entered the market to play the "European technology, Renault Power" slogan. The introduction of the frame structure of European technology and the optimization of the characteristics of the use of Chinese trucks has brought the Balong 507 a different selling point.