Since 2014, FAW Jiexi Xichai has faced fierce market competition, deployed ahead of schedule, and acted quickly. With new ideas, new initiatives, and new features, it is striving for innovation.
From January to February, the output of Xicai Machinery Co., Ltd. increased by 12% year-on-year, and its sales volume increased by 16.7% year-on-year. From the orders received and the current schedule of production, the year-on-year increase in both output and sales in March is expected to continue to grow. The good situation of prosperous production and sales has laid a solid foundation for achieving the goals of the whole year.
Xichai engine
Planning for deployment
Coordinate resources, and take a multi-pronged approach, targeting the target. Xichai organically combines current product promotion and long-term brand building and plans to deploy marketing services. Organize marketers to conduct market research and analysis in segments, and perform index decomposition according to the principle of share orientation and benefit orientation. Through the "4P1S" benchmarking, the target of increasing sales volume and share will be implemented to specific OEMs and distributors, and strategies will be formulated on a one-to-one basis. According to the accurate estimation of the missions and tasks of the overseas marketing service organizations, personnel and resources are allocated. Selected Strategic Markets and Potential Market Planning to hold promotion activities, innovate product promotion and marketing methods, expand brand media and channels, and make the Xichai engine more powerful, fuel-efficient, reliable, etc., recognized and recognized by more users, and effectively improved. The brand awareness and reputation.
Targeting the market
Take the initiative and take many measures to target the market for breakthroughs. The leaders of the Xichai factory took the initiative to visit major auto manufacturers such as Qingqi, Liuute, Jiangqi, and CNHTC, and held talks and reached consensus on deepening strategic cooperation. Sales, R&D and other departments quickly followed up, and enhanced technology docking and business linkage. Through coordinated development and vehicle design synchronization, the engine's performance advantages were fully utilized in the vehicle; monthly analysis of the purchase and sales of vehicle manufacturers and distributors Market share data, take the initiative in market development, and promote product sales and share increase. Faced with rapid market growth, Xichai's production, procurement, quality, and management departments responded quickly. Production capacity was enhanced by optimizing production organization, strengthening equipment management, and increasing labor productivity, and through the standardization of process disciplines and the addition of fault-tolerance technology application points. And other measures to strengthen quality control, quality and quantity to meet market demand. From January to February, FAW's share of the Xicai machine rose by 3 percentage points, and its sales increased by 43.6% year-on-year. The development of emerging markets has also further expanded the market. Sales of non-road diesel engines have increased by 38.9% year-on-year.
Optimization service
System linkage, more force, stare at users to grab orders. The Xichai Factory joined hands with the sales agencies of the Liberation Sales Company and other vehicle manufacturers to optimize the marketing service network layout, strengthen channel construction and terminal maintenance, and do a good job in information collection, product promotion, and service support. With exquisite technology, lean management, and sincere attitude, we provide “core core service†to users of Xichai machines, help users check engine operating conditions, conduct technical training for drivers and maintenance personnel, and guide users to properly maintain and maintain engines. Provide users with safe driving reminders, while ensuring the ease of use of Xichai products, to maximize the user experience: "Precision core service", along the way. For those who have intention to purchase, take the initiative to visit, understand the individual needs, guide the user to develop the purchase plan, rely on the product's technical performance advantages and considerate service experience to win one after another order. Aowei's 11-liter engine won wide popularity among users with its strong, fuel-efficient and reliable features. From January to February, sales increased by 22.4% year-on-year. Sales of other Xichai engines in other series also showed rapid growth.
(Original title: FAW Xichai: The Precision Farming Market has won the battle to start in 2014)