With the rapid expansion of production capacity and the increase in market uncertainty, competition in the commercial vehicle sector has become increasingly fierce. In order to win the market better, many commercial vehicle companies are trying their best to start selling from the perspective of users and tapping user needs.
Therefore, focusing on the individual needs of users, transportation solutions for different industries have become the focus of car companies. The industry believes that car companies to play a program card is not only an innovation of commercial vehicle sales model, but also a change in the business philosophy of commercial vehicle companies. The introduction of transportation solutions has transformed the role of the enterprise from the past vehicle manufacturers and suppliers to the transport management consultants and assistants of users. This change from passive sales to active marketing not only satisfies the continuous escalation of user demand, but also provides a lot of additional services, resulting in a significant increase in user satisfaction, which has led to an increase in sales.
From selling products to selling solutions
The earliest introduction of the transport solution to this country was Volvo Trucks from Sweden. As early as when entering the Chinese market, it proposed that trucks are not only vehicles, but also tools for making money; buying cars should not only look at prices but also value.
Based on this marketing concept, Volvo took the lead in 1999 to launch a full-scale logistics solution called "Full Gold". The innovation of this marketing service model provides a complete transportation service program for logistics and transportation companies through a series of comprehensive services such as product formulation, logistics operation plan, fleet management plan, communication service plan and financial support plan. When Volvo sells trucks, it often spends several months investigating customers. Then, according to the mode of transportation, it is calculated whether the user needs to buy vehicles, as well as models, numbers, driver scales, and how to operate to ensure maximum profit. In this sense, Volvo is not selling cars, but is selling a profitable solution. This innovation in marketing philosophy has won a number of industry orders for Volvo, but it is contrary to the consumption structure of domestic truck users. This model has not been adopted by domestic commercial vehicle companies.
According to industry insiders, the domestic truck consumer market was dominated by retail investors. They have low purchasing power and are very price sensitive. Therefore, car companies will focus their efforts on how to provide more competitive products. For relatively high-end services such as transportation solutions, there is no concern at all.
However, in recent years, with the development of China's logistics industry, the logistics field has become the main force driving the growth of sales volume in the commercial vehicle market. During this period, industry users gradually replaced retail investors, becoming the focus of demand for commercial vehicles. Moreover, the logistics industry continues to develop in an intensive and efficient manner. Commercial vehicle companies can no longer meet the upgrading needs of industry users simply because of low-priced products. Compared to retail investors, industry users with dozens or even hundreds of trucks have relatively clear requirements for products and services. Therefore, car companies can propose individual solutions and additional services according to their needs.
Companies have their own skills
In response to this shift in user demand, domestic commercial car companies have also started to shift their marketing focus from selling products to selling solutions. For a time, the solution quickly became popular in the commercial vehicle industry.
Dongfeng Commercial Vehicle proposes to transform from a truck manufacturer to a vehicle solution provider in the road transport industry. For the cold chain, trunk transport, bulk cargo transportation, hazardous chemicals, construction, professional express, tobacco and other logistics customer segmentation of different needs, tailored for them, develop personalized transport solutions; Dongfeng Liu steam also said that according to The purpose and characteristics of the user to buy a car to help them buy the most needed products, and to provide a package of transportation and profit, including financing, logistics, distribution, etc.
Nanjing Iveco said that it can provide a full range of commercial vehicle transportation solutions. Taking into account the needs of users in the subdivided areas of urban logistics, it also pioneered the concept of urban multi-functional transport solutions. It is understood that the program provides customers with supporting vehicles in a “short + long†way, designed to help users break through the bottleneck of existing vehicles with relatively low quality and single function under the pressure of modern urban transportation, and to satisfy users’ upgrade of vehicle quality. Use diversified needs. In the same year, the newly-launched Juri Syndicate Trucks launched a new car and launched a packaged service. This way of merging products and services can also be called another solution.
Although the services offered by car companies are all named after transportation solutions, it is not difficult to find out after the analysis that they are obviously different in terms of contents and levels, which can be described as merits.
Among them, Volvo's "Full Gold Process" program is to provide a complete set of logistics and transportation solutions for different industries, including overall products, services, value-added services and financial services. According to the user's operating mode, capacity requirements, transportation process, operating frequency and time, vehicle speed, road transport environment, etc., the overall product can be developed from tractors, trailers, refrigeration units, tires, and shrouds. Program.
After the vehicle is sold, it will also formulate a fleet management and performance management system. After the vehicle is used for a period of time, quantitative analysis is also given to provide directions and suggestions for the improvement of the fleet operation and management to help customers continue to improve operational efficiency while reducing fuel consumption.
The solutions currently provided by domestic companies are still concentrated on the selection of models and the configuration of the number of vehicles. The comprehensive transportation solution of Dongfeng Commercial Vehicles is to first provide a professional transportation tool to help the industry customers operate efficiently; secondly, in the process of car purchase, to provide financing solutions for users; in the use of vehicles, the focus is on how to make vehicles better. Running on the ground, how to train drivers to make them safe, efficient, fuel-efficient driving habits, and providing support for fleet management and other aspects. When the vehicle product needs to be withdrawn from the market, or the user needs to purchase a second car, Dongfeng Commercial Vehicle can also provide second-hand car services.
In this regard, industry experts also pointed out that in the increasingly fierce competition for customers in the sub-sectors such as transportation and logistics, it is certain that more and more commercial vehicle companies will launch solutions to transport decisions. We are also looking forward to the transformation of this marketing service model to provide better quality vehicles and services for users of the logistics industry.
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