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Although the heavy truck market in the northwest is not fiercely contested by the mainland market, it is also a surging stream. Basically, several major traditional brands are fighting against each other. The narrow road meets the brave winner, after a round of personal close combat, from product, marketing and service, several rounds down, the market pattern of the northwest tends to become clear. Based on the continuous improvement of products and after-sales services, the success or failure of marketing strategies seems to be more relevant. The following are two failed marketing cases that the author learned when interviewing in the northwest. These two cases are very typical, not unique to the northwest market, and also exist in other markets across the country. In the current intense competition, the heavy truck market is once Times are ignored by people.
One of the hot tofu phenomenon: quick success, no return
The heavy truck market in Qinghai has been continuously integrated since 2002. At present, the two major brands have initially formed a state of confrontation in the market. A company that had earlier entered the market earlier in the market had an absolute advantage. From the perspective of market increments, B companies had a large number of latecomers. The two major companies have been frequently engaged in tricks since last year. A company took several big orders as the boss, but swallowed the bitterest bitter results because of great happiness and eagerness to win.
The B company's office in Qinghai lasted about one year and had a large demand for a total of 50 units. Because the customer pressed the price very low, the B company office sent this information back to the headquarters. The headquarters attached great importance to it. Immediately sent a senior vice president to negotiate in Qinghai. While Company B and its customers bargained, Company A also received the news and reported the price to the customer with a certain amount of courage. The company B had a big disagreement with the customer on the price and the payment method. After repeated consideration, the company B thought that even if the list of reluctant cooperation had almost no profit, and the risk of capital circulation was high, the company exited negotiations. The result can be imagined that Company A got this list as it wished, but due to the meticulous attention of the company to the failure to investigate the actual purchase ability and repayment ability of the customer and the timely follow-up of the credit line of credit, only this one transaction will result. The company has delinquency of several million yuan. How can the company's actual profit for one year be in the heavy-duty and highly competitive heavy-duty market? The author can not help but sigh: How many orders can come? ! At the time of the author's drafting, the Central China market came again with "bad news." A few sales of a heavy truck sales department not only recovered without a door, but even the car with the customer disappeared. The author believes that hot tofu not only can not eat, but also not be robbed!
The second hot tofu phenomenon: bad tofu no one pays
The heavy-duty truck market in Xinjiang in 2004 was a "four-way tripod." This led to the formation of China's heavy-duty trucks, and Shaanxi Automobile and the other two companies divided the regional markets. This year's situation is quite different. It has already become a new situation in which Shaanxi Auto and China National Heavy Duty Trucks compete in the Chamber and the North Mercedes-Benz has recently added. In just one year, why are the products of two companies drastically shrinking in the market? According to insiders, it is also said that "hot tofu is causing misfortune!" Xinjiang's "tofu" is different from Qinghai's "tofu," and it has a completely different performance.
During the visit, the author learned that one of the heavy truck companies signed a sales list of 20 units in Xinjiang last year. Before that, Shaanxi Automobile's sales staff contacted customers. In the specific negotiation stage, the user has made clear requirements for the main parts of the engine, transmission and other vehicles, but the price is very low, if Shaanxi Auto will receive this list is not only zero profits will lose nearly 3,000 yuan each After various rounds of negotiations with customers, Shaanxi Automobile decided to abandon various expenses. The above-mentioned heavy truck companies took the order decisively, but they also faced the situation of “losing money and making profitsâ€. How can we protect the interests of the company? So a "stealing" production plan was introduced. The company's main accessories for the user's name are still assembled as required, but other non-key components are basically withdrawn and can be replaced with other low-cost products. It can be imagined that the car will continue to malfunction shortly after delivery, and when the user learns that many auxiliary accessories on the car have been exchanged, it becomes ugly. He also said that he would not repay the money and he claimed that the lawsuit is not afraid! "Industry analysts said that this is no longer a simple enterprise-wide debt dispute. The integrity of the company and the reputation of the market are the greatest losses. The author believes that it is unfair to offset the interests of users by cutting down on materials and cutting down on materials. The market is fair, and only by doing things in a down-to-earth manner can we obtain proper returns, and vice versa.
The above two cases are not all of the failures of heavy truck business marketing, but from the local amplification to the overall situation, we can clearly see that the heavy-handed battle in the heavy-duty market has only just begun, and some quick-money benefits and blindly greedy small-scale cheap practices are undesirable. Industry experts predict that at least nearly two-thirds of the heavy truck companies will be eliminated in the future market integration. As the saying goes, the dike of a thousand miles, collapsed in the burrow, the reason for the dumping of large enterprises can be traced back to the gradual erosion of a wrong decision long ago; and for small businesses, the problem of a single receipt of money may make the entire enterprise Breaking the capital chain has led companies to struggle in the market. 