"Encourage the conversion of self-selling vehicles by the company. Each concrete mixer will return an additional 2,000 yuan, and other models will return 1,000 yuan." This is one of the distribution policies issued by China National Heavy Duty Truck at the 2009 Business Conference. Coincidentally, Shaanxi Zhongqi Automobile also mentioned in its 2009 business conference that the contents of the self-marketed vehicles are encouraged to be used to promote sales.
Truck companies are encouraging refitting factories to sell special-purpose vehicles. The automaker hopes to open up channels. “This is not a new measure. Before the whole vehicle companies have been encouraging refitting factories to sell their own vehicles, most of the refitting factories have listened to more and done less. Under the conditions of uncertainty in the macroeconomic environment, vehicle companies will once again increase their incentives, hoping to promote sales and keep the market by giving them certain material incentives.†Liu Xiuping, general manager of Zaozhuang Dongxin Automobile Sales Co., Ltd., told Commercial Automotive News reporter.
Since no one is aware of the economic situation in 2009, most people in the industry predict that sales of heavy trucks will drop significantly in 2009. Therefore, how to keep the product sales and how to stabilize the market share has become the brain-thinking issue of high-level companies.
The 4 trillion yuan investment plan announced by the government and the corresponding investment plans promulgated in various localities are likely to drive demand for heavy trucks in 2009. This is the focus of sales that companies repeatedly mentioned at the 2009 annual business meeting.
China National Heavy Duty Truck Group executives have said that they require the marketing network to actively explore companies that are likely to undertake key projects and formulate various policies to support them. With the construction of various projects in succession, dump trucks, concrete mixers and other special vehicles will become the best-selling models. “Whole vehicle companies encourage refitting of direct selling concrete mixer trucks and dump trucks for the sake of expanding and utilizing more channels to seize market considerations, and strive to obtain a share of the heavy truck demand brought by investment.†Heavy truck dealer said.
A Sinotruk dealer in Shandong also said that CNHTC and Shaanxi Automobile have policies in this regard and encourage the refitting factories to build their own sales centers in order to sell more construction vehicles. The company believes that the towing vehicle market in 2009 will not be very good, so it is necessary to encourage and focus on the development of special vehicles such as dump trucks and concrete mixer trucks.
Reciprocating plant attitude polarization In response to the policy of auto manufacturers encouraging direct sales, the retrofitting plant showed a completely different attitude. Some remodeling plants are eager to try, while others are resolutely not expanding the scale of direct sales. Stability is the first priority.
A sales manager of Beijing Hotan Car Refitting Co., Ltd. told reporters after hearing encouraging policies that his company hopes to develop its own marketing network in order to expand its business scale and increase operating efficiency.
Jiang Xiaodong, chairman of Hebei Xinhongchang Group, told reporters: "We firmly do not do direct sales, and we only want to do a good job in conversion business."
"Modified companies do both retrofitting and sales, which are very beneficial to the automakers, and they also have a great temptation for retrofitting companies. They can not only obtain the income from vehicle modification, but also gain profits through sales of vehicles and sales of automakers. After all, there are many domestic conversion companies, although there is a certain technical threshold, but the competition is fierce, in the case of unstable economic environment, the idea of ​​refitting companies to expand business ideas will be more and more strong." A heavy truck expert analysis: "But It is not easy for refitting companies to try direct sales.The network construction is a difficult problem. The refitting plant is different from the auto factory. They are small in scale. There is not enough marketing network and marketing staff can be distributed all over the country. The sales area is also limited to the surrounding areas of the company. Therefore, when the direct sales network is spread over a large area, the initial investment will be relatively large, and there are few refitting companies with such strength."
Pan Jianfeng, general manager of Henan Juntong Vehicle Co., Ltd., told reporters: “Special car direct sales have always existed, but there are only some sales in the local area or nearby areas, so the cost of network channels is lower, and related services are more easily launched. If you want to use special vehicles It is indeed difficult for companies to build their own sales network.First, the size of special-purpose vehicles is not very large, and their sales are insufficient to support this channel policy. Secondly, special-purpose vehicle companies build their own sales channels, which are already existing in the auto factories. Duplicate functions of sales channels will interfere with sales work, which is difficult to coordinate, and may lead to price wars. Thirdly, service work is more difficult to carry out, but in the fundamental direction, special cars are sold by themselves. It is a trend for users to directly face the Internet. On the one hand, they can directly communicate with users to understand the real needs of users and improve the applicability of special vehicles for R&D. On the other hand, they can speed up communication with OEMs and reduce information feedback procedures.
Refitting factory has "thief heart" not "thieves"
"Originally, the situation was not good in 2009. If the conversion plant increases the number of direct sales, there will be a certain blow to the dealer's confidence," said one dealer in Tianjin. Although some dealers expressed concern about encouraging the direct sales of the conversion plant, most dealers are full of confidence and are not worried. “If the conversion plant carries out direct sales, we will change partners, and the conversion plant is very clear about this, so the impact will not be too great.†Cheng Yufeng, general manager of Fushun Mingda Industrial Co., Ltd. said.
The reporter noticed a detail. At the business conference of China National Heavy Duty Truck, the person in charge of a refitting plant expressed his hope to expand the proportion of direct sales. Several distributors in their area then half-jokingly stated that if the conversion factory direct sales Too much, they will consider replacing partners. As a result, the person in charge of the conversion plant immediately withdrew his remarks.
"We will not damage the interests of dealers." Jiang Xiaodong said. Looking at dealers opening their mouths and switching partners, although the conversion plant has the intention to build its own sales network, but in the showdown with the dealer or the courage to try, do not want to dare to offend the dealer, after all, customer resources rely on Dealer provided. “Dealers and remodeling plants are generally cooperative relations, and the refitting factories do the tops and the dealers take the sales of the chassis.†Liu Xiuping said: “Furthermore, the subsidies provided by the entire vehicle company to the refitting plant are far from the profit gained from the refitted vehicles. Big, if the conversion factory has rushed to do direct sales and lost the dealer, this friend is more or less worth the candle. Therefore, there will be very few conversion factories that really do direct sales, and such a policy will not greatly encourage the conversion plant.†(
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