Commercial vehicle production and marketing ranking

At the beginning of 20 10, when people summarized the production and sales situation of heavy truck market in 2009, the most common word was to suppress first and then promote. In the second half of 2009, the production and sales of heavy trucks increased rapidly, with the annual sales volume reaching 630,000 vehicles, up 17.7% year-on-year. At that time, many people predicted that the 20 10 heavy truck market was still good, but I didn't expect it to be much better. A number of persons in charge of heavy truck enterprises said that 20 10 has no difference between off-season and peak season, and the market has been very hot. In the first half of the year, the sales volume of heavy trucks approached 600,000 vehicles, with a year-on-year increase of 1 12.9%.

In the second half of 20 10, the "blowout" growth did not end. According to the data recently released by China Automobile Industry Association, the sales volume of heavy trucks reached 942,000 vehicles (including complete vehicles and semi-trailer tractors) in the month of 20 1010, up 64.45% year-on-year, and exceeded one million vehicles in 2010. Heavy truck enterprises enjoy the dividends brought by the rapid development of the market. Behind the surge in sales is increasingly fierce competition. Enterprises have tried their best to push products and promote sales. 20 10, many products have shown outstanding market performance. For example, the sales volume of Dongfeng commercial vehicle Tianlong heavy truck has achieved rapid growth, and Dongfeng heavy truck ranks second in the heavy truck industry. In addition, faw liberation J6, Dongfeng Liu Qi Barong 507, Shaanxi Automobile F3000, Lv Lin Yanzhixing Kama and China Heavy Duty Truck Long Hao A7 also performed well.

Faw liberation J6

In 2009, the sales volume of Jiefang J6 was 6.5438+0.8 million vehicles. In 20 10, the cumulative sales volume of Jiefang brand medium and heavy trucks reached 260,000, among which the sales volume of J6 series heavy trucks exceeded 60,000. As the flagship product launched by faw liberation, J6 has won many honors, such as the special prize for scientific and technological progress of China automobile industry. This model is a brand-new product independently developed by faw liberation in synchronization with the advanced technology of trucks in the world, which is suitable for China's national conditions. The three key assembly technologies of engine, transmission and drive axle have reached the domestic leading level. In addition to technological advantages, faw liberation has also made great efforts in marketing. According to reports, in 20 10, the marketing system in faw liberation gradually changed from sales target-oriented to market share target-oriented, and the overall share target, contingency share target and market segment share target were gradually refined, which made the marketing work closer to users' needs and promoted the rapid growth of J6 heavy truck sales.

China Heavy Duty Truck Long Hao A7

In 2009, the sales volume of this model was 2,700 vehicles, which exceeded 10000 vehicles in 20 10. It is understood that Long Hao A7 is positioned in the high-end market and is the representative product of China Heavy Duty Truck. Long Hao A7 has adopted a large number of lightweight technologies, which is more in line with market demand. With the promotion of the cooperation project between China Heavy Duty Truck and Mann, Long Hao A7 will improve its performance on Mann technology platform.

Jianghuai geerfa

It is understood that on 20 10, JAC Geerfa launched surprise marketing for four key areas and five sub-important areas, with 180 national sales outlets. In 20 10 year, the sales target of geerfa heavy truck is 20,000 vehicles, and in 20 10 year,11year, the sales volume of this vehicle has reached 23,000 vehicles, achieving the annual sales target ahead of schedule.

Jianghuai Ling Wei Ⅲ

Jianghuai Ling Wei Ⅲ is a new product launched on 20 10. In the eyes of many users, it is a reinforced light truck with a wheelbase of 5300mm and a maximum load of 10 ton. On the basis of ensuring the universality of products, JAC Commercial Vehicle Research Institute upgraded Ling Wei series products, highlighting high power, low fuel consumption, high carrying capacity, high reliability, high comfort, high safety and high cost performance, focusing on meeting the logistics needs of urban and rural areas and intercity areas within 300~500 kilometers. According to JAC staff, since its listing, Ling Wei III has enjoyed a gratifying sales momentum in various places.

Dongfeng Tianjin

Since its listing in April 2008, Dongfeng Tianjin has started with an annual sales volume of 65,438+0,754 vehicles. In 2009, sales exceeded 65,438+0,000 vehicles, and in 2065,438+00, sales exceeded 30,000 vehicles. It is understood that Dongfeng Tianjin series heavy trucks have completely independent intellectual property rights, and the chassis, body and engine independently developed have reached the domestic leading level. The product has also passed the certification of relevant European automobile regulations, and its safety performance is outstanding. The key assembly and vehicle digital information platform represented by EQ4H engine and D530 cab have broken through the technological monopoly of foreign companies. Not long ago, Dongfeng Tianjin medium-sized truck won the first prize of scientific and technological progress in China automobile industry.

609, Lapras, Dongfeng Liu Qi

The cab of Lapras 609 keel structure is welded with high-strength steel plate, which enhances the impact resistance and compression resistance, and the safety performance meets the requirements of relevant European regulations. In addition, the double-deck girder of the car is made of high-strength steel plate, and the inner and outer beams are formed by a 6300-ton press at one time, which has strong bearing capacity. It is understood that Lapras 609 is a high-end medium-sized truck launched by Dongfeng Liu Qi on the platform of Ba Long 507, which truly achieves high speed and heavy load. At the same time, Lapras 609 promoted the safety performance of trucks in China to a new height. The car has undergone destructive tests in various bad road conditions, and is especially suitable for the road conditions and changeable climatic conditions in China and other Asian countries. The cab has been optimized according to the physical characteristics of Asians, and has been favored by users since its listing, winning the reputation of "king of safety and comfort". In the 20 10 China truck model selection, Lapras 609 won the 20 10 China truck award.

Futian aoling

In 2002, Aoling Light Truck took the lead in listing in Guangdong, Beijing, Jiangsu and Zhejiang, and this light truck positioned in the mid-end market was quickly recognized by users. Subsequently, Beiqi Foton upgraded Aoling several times. According to the existing statistics, in September, 2065438+00-10, 45,000 Aoling light trucks were sold, and 60,000 vehicles were sold throughout the year, exceeding expectations. In 20 10, Futian launched its strategic product-Aoling CTX, which uses Cummins engine with power 125kW and maximum torque of 600n·m, meeting the national IV emission standard. This growth rate ranks among the top high-end light trucks in China, and its market share is gradually increasing. It is reported that the annual sales target of Aoling Light Truck 201/kloc-0 is 75,000 vehicles, of which Aoling CTX plans to sell 17500 vehicles.

Nanjing Iveco Yuejin Expo Edition Light Truck

It is understood that Nanjing Iveco Yuejin Expo Light Truck adopts advanced famous brand engines such as Sufi diesel * * * rail engine, and the fuel economy of this model has been comprehensively improved. As a representative model of Nanjing Iveco's new generation of light trucks, the monthly sales of Leap Forward Expo light trucks, which have been on the market for less than half a year, have increased by more than 30% on average. The sales of Yuejin Expo light trucks accounted for more than 30% of the total sales of Yuejin light trucks.

Jianghuai shuailing Ⅲ

This is a new generation of high-end light trucks launched by JAC. It is understood that JAC Shuai Ling III is a N72 1 light truck that was unveiled at the 20 10 auto show. Performance is based on internationally renowned brand products, collecting and summarizing the usage data of hundreds of domestic and foreign users, and making new performance targets accordingly. The performance of this product, such as power, economy, braking and steering, has reached a high level. This product is a strategic product created by JAC focusing on superior resources, so it has high hopes for the market performance of Shuailing III.

In addition to the above products, Qingling 600P, Nanjing Iveco Yuejin Ouka and other high-end products are also the highlights of the 20 10 young card market. 20 10 10 On the afternoon of February 9th, the information conference of China Automobile Industry Association was held in Beijing. At the meeting, China Automobile Industry Association announced that the production and marketing of 20 10+0 1 China automobile was completed.

According to the data released by China Automobile Industry Association, 20 10,1-1,and the top ten commercial vehicles are Beiqi Foton, Dongfeng, FAW, Jianghuai, Jinbei, Sinotruk, Jiangling, Chongqing Changan, Shaanxi Automobile and Nanjing Automobile respectively. They sold 6 1.54 million vehicles, 585,900 vehicles, 367,400 vehicles, 239 1.00 million vehicles, 2 1.28 million vehicles, 1.968 million vehicles and1.600 vehicles respectively. 1- 1 1, the above ten enterprises * * * sold 27,495,438+00,000 commercial vehicles, accounting for 70% of the total commercial vehicle sales.

Among them, the top ten commercial vehicle manufacturers with monthly sales volume of 165438+ 10 were: Beiqi Foton, Dongfeng, FAW, Jinbei, Sinotruk, Jianghuai, Jiangling, Chongqing Changan, Kyle and Great Wall, with sales volume of 55,800, 52,800, 33,400, and 2. Compared with 5,438+10 in June, Jinbei and Chongqing Chang 'an decreased slightly, while other enterprises increased in different degrees, among which the growth rate of heavy duty truck was the most obvious. 165438+1in the month of October, the above ten enterprises * * * sold 250,400 commercial vehicles, accounting for 70% of the total sales of commercial vehicles. In 20 10, the top ten commercial vehicle sales enterprises in China were: Beiqi Futian, Dongfeng, FAW, Jianghuai, Jinbei, China National Heavy Duty Truck, Chongqing Changan, Jiangling, Shaanxi Automobile and Nanjing Automobile. They sold 669,700 vehicles, 637,700 vehicles, 394,300 vehicles, 254,500 vehicles, 229,000 vehicles, 265,438+08,800 vehicles, 654,338+07,700 vehicles, 654,338+07,700 vehicles and 654,338+08,800 vehicles respectively. The year-on-year growth rates were 13.80%, 410.76%, 29.62%, 30.24%, 45. 13%, 40.52%, 10.96% and 57.04% respectively. In 20 10, the above ten enterprises * * * sold 2.984 million commercial vehicles, accounting for 69% of the total commercial vehicle sales.

20 10 12, the top ten commercial vehicle manufacturers are: Beiqi Futian, Dongfeng, FAW, Sinotruk, Chongqing Changan, Jinbei, Jianghuai, Jiangling, Great Wall and Kyle. They sold 54,400 vehicles, 5 1.9 million vehicles, 26,900 vehicles, 22,000 vehicles, 1.78 million vehicles, 1.62 million vehicles, 1.54 million vehicles and 1.46 million vehicles respectively. Compared with last month, the growth rates of Chongqing Chang 'an, Great Wall and Heavy Duty Truck were more obvious, while the growth rate of Camry was slightly lower, and the sales of other enterprises declined to varying degrees. Among them, except Beiqi Futian and Dongfeng, the other four companies all declined rapidly. In May 438+February, the above ten enterprises sold 240,800 commercial vehicles, accounting for 67% of the total sales of commercial vehicles. 201February, the number of commercial vehicles was 4 19500, up 7.49% from the previous month and 2 1.60% from the same period last year. The sales volume was 358,654,38+0,000 vehicles, up 0.22% from the previous month and 65,438+05.40% from the same period last year. Among all kinds of commercial vehicles, compared with June 5438+065438+ 10, the production and sales of passenger cars and trucks have increased in different degrees, the production and sales of semi-trailer tractors and trucks have decreased, the production of trucks has increased slightly, and the sales volume has decreased slightly; Compared with the same period in 2009, the sales of semi-trailer tractors and buses decreased rapidly, while the production and sales of other varieties maintained growth, especially buses and trucks.

In February of 20 10, the production and sales of buses were 38,600 and 34,400 respectively, up by 12.88% and 4.5 1% respectively from the previous month, up by 34.7 1% and16./kloc respectively. The production and sales of trucks were 275,654,38+0,000 and 243,500 respectively, up by 65,438+0.065, 438+0% and 3.69% respectively from the previous month, up by 20.77% and 23.26% respectively. The production and sales of semi-trailer tractors were 26,400 and 20,500 respectively, down 13.80% and 27.50% from the previous month, the output increased by 5.90% year-on-year, and the sales volume decreased 17.6 1% year-on-year. The production and sales of buses were 8,900 and 8,200, down by 3.92% and 6.78% respectively from the previous month. The output increased by 1.29% and the sales volume decreased by 13.20%. The production and sales of incomplete trucks were 70,500 vehicles and 5 1.5 million vehicles, respectively, with the output increasing by 6.64% from the previous month, while the sales volume decreased by 1.90%, increasing by 28.57% and 5.5 1%.

In 20 10, the number of commercial vehicles was 4,367,600, up by 2819% year-on-year; The sales volume was 4,304110,000 vehicles, up 29.90% year-on-year. Among them, the production and sales of buses were 358,600 and 356,200, up by 29.93% and 31.30% respectively. The production and sales of trucks were 2,854,800 and 283/kloc-0,300 respectively, up by 22.72% and 25.83% year-on-year; The production and sales of semi-trailer tractors were 362,500 and 354,600 respectively, up by 74 1 1% and 67.98% respectively. The production and sales of bus vehicles were 88,600 and 86,900 respectively, up by 8.07% and 4.93% year-on-year; The production and sales of incomplete trucks reached 703,654,380+million and 675,654,380+million respectively, up by 36.60% and 35.53% year-on-year. 20 1 1 year, the production and sales of commercial vehicles were 3,933,600 and 4,032,700 respectively, down 9.94% and 631%year-on-year; The production and sales of buses were 398,400 and 403,400 respectively, up by 1 1.07% and 13.25% respectively. The production and sales of trucks were 2,653,800 and 2,70/kloc-0,900 respectively, down by 7.04% and 4.57% year-on-year; The production and sales of semi-trailer tractors were 244,300 and 257,600 respectively, down by 326,654, 38+0% and 27.37% respectively. The production and sales of bus vehicles were 84,200 and 84,500 respectively, down by 5.0 1% and 2.76% year-on-year; The production and sales of incomplete trucks were 552,900 and 585,300 respectively, down by 2 1.35% and 135438+0% respectively. From 20 12 to 1-4 months, the production and sales of buses were completed 127600 and 126500 respectively, with year-on-year growth of 10.02% and 2.46% respectively. The production and sales of trucks were 949,200 and 963,200 respectively, down by 7.88% and 7.7 1% respectively. The production and sales of semi-trailer tractors were 80,500 and 80,000 respectively, down by 18. 17% and 19.89% respectively. The production and sales of bus disabled vehicles were 23,800 and 24,900, down 5.25% and 4.65% year-on-year; The production and sales of incomplete trucks were176,700 and173,800 respectively, down by 29.98% and 3 1.88% respectively.

The commercial vehicle industry in China is highly concentrated. According to the statistics of China Automobile Industry Association, in 20 1 1 year, the top ten commercial vehicle manufacturers were Dongfeng Company, Beiqi Foton, FAW, Jinbei, Jianghuai, Jiangling, China National Heavy Duty Truck, Chongqing Changan, Great Wall and Nanqi. They sold 648,300 vehicles, 632,300 vehicles, 279,300 vehicles, 272,700 vehicles, 270,500 vehicles, 6,543,800+083,800 vehicles, 6,543,800+059,6,543,800 vehicles, 6,543,800+034,900 vehicles and 6,543,800 vehicles respectively. Compared with the same period of last year, FAW, China Heavy Duty Truck and Chongqing Chang 'an declined rapidly, while Beiqi Foton declined slightly. Other enterprises all experienced different degrees of growth, among which Jinbei and Great Wall ranked first. 20 1 1 year, the above ten enterprises * * * sold 28 16400 vehicles, accounting for 70% of the total sales of commercial vehicles. Judging from the joint ventures between domestic commercial vehicles and multinational companies, many joint ventures have not produced the "1+ 1 >: 2" effect. More than 65,438+000 heavy trucks jointly produced by Volvo and China National Heavy Truck Group were sold in the first half of this year alone. Dongfeng and Nissan's sales performance of 400 to 500 heavy trucks a year is not commendable. The insiders believe that the high price of foreign brands is an important reason for the joint venture to lose in the commercial vehicle market.

Contrary to the car market, the commercial vehicle market in China is still dominated by independent brands. Take heavy vehicles as an example. There are six major companies in China, namely FAW, Dongfeng, Futian, China Heavy Truck, Shaanxi Automobile and SAIC Iveco Hongyan. Most of them are domestic enterprises, and SAIC Iveco Hongyan is a joint venture.

According to Xu, former deputy general manager and chief engineer of FAW Group, FAW Group has taken the road of independent research and development in the field of heavy-duty vehicles. The engine, equipment and software are all developed on the basis of long-term study of the technology and experience of western developed enterprises, reaching the advanced level in contemporary Europe, while the bearings are jointly developed by themselves and foreign institutions. Shaanxi Automobile is different. The engine technology is Cummins. Xu said that "all roads lead to Rome", no matter what road of independent development is taken, as long as it is good. Means of transport is a production tool to make money, unlike cars, which can "show off" and expose their identity. No matter how advanced the foreign brand cars are, if they don't meet the domestic market demand, they will also "applaud and not be a seat."

Yu Zhuoping, Dean of Automotive College of Tongji University, said that commercial vehicles in China really need to improve their technical level, but China is indeed a developing country. The higher the technology, the more useful it is. Joint ventures don't have to move the most advanced technology. They must combine the market characteristics of China, upgrade the technology of existing brand cars, and maintain appropriate prices in order to be competitive in the market. Unsuccessful joint ventures often try their best to transfer technology, which costs a lot, naturally raises prices and eventually loses the market. The joint venture of commercial vehicles is unsuccessful, and it is also a big reason that Chinese and western cultures are difficult to integrate. Xu, the former general manager of Shanghai Diesel Engine Co., Ltd., believes that the success of joint venture between Chinese and foreign commercial vehicle enterprises depends largely on the degree of cultural integration between East and West. For example, the Hongyan of SAIC Iveco has both the fusion of Chinese and Western cultures and the fusion of Chinese and Western cultures in China. Shanghai Diesel Engine Company tried to establish a joint venture with western enterprises, but failed due to poor cultural integration.

According to Xu, FAW Group had hoped to establish a joint venture with German Mercedes-Benz to produce commercial vehicles. At first, FAW was very enthusiastic and hoped to promote three brands with Mercedes-Benz: one was FAW's "liberation" brand, the other was "mixed-race" brand and the other was Mercedes-Benz brand. But then there was an irreparable rift between the two sides: FAW hoped to overwhelm strong rivals such as Dongfeng and Futian with the power of Mercedes-Benz, while Mercedes-Benz hoped to consolidate its brand with FAW, that is, there would be no FAW with Mercedes-Benz; FAW hopes to use the old factory building to build a joint venture, and Mercedes-Benz hopes to start a new stove on the new green land. Xu said: "We hope Mercedes-Benz can help us beat our opponents, but Mercedes-Benz wants to eat us first. We can't do it, and the joint venture will eventually fall through. "

Xu believes that the breakdown of negotiations between FAW and Mercedes-Benz is mainly due to cultural differences between China and the West. It is easier for China people to communicate with the Japanese, but it is more difficult to communicate with Europeans and Americans, especially the Germans, who always cling to the principle and never give in. Of course, as long as the agreement is signed, the Germans are very disciplined and keep their word, which is highly complementary to the China people.

On June 15, 2007, SAIC Iveco Hongyan Company, a joint venture between SAIC, Iveco Italia and hongyan automobile parent company Chongqing Heavy Duty Truck Group, was formally established in Chongqing. Yang, general manager of SAIC Iveco Hongyan, said that compared with many countries in Europe and America, Italians are orientals among westerners, and it is relatively easy to communicate, which is the key factor for the smooth joint venture of the three parties. After the establishment of SAIC Iveco Hongyan Joint Venture Company, it did not intend to replace the old domestic brands with the advanced Iveco brand, but implemented the "double brand" strategy: not only retained the original Hongyan and Steyr brands, but also "brought" the Iveco brand. At the same time, SAIC Iveco Hongyan will introduce Iveco products and technologies with international advanced level and competitiveness. Based on the original chassis in hongyan automobile, Iveco technology will be used to optimize automobile performance, chassis and suspension, transform cab, update automobile parts and produce "hybrid" heavy trucks. Its market positioning is mid-range, high performance, medium price and competitive advantage with high cost performance.

Zogra, deputy general manager of SAIC Iveco Hongyan Company from Iveco, Italy, said that this "hybrid" commercial vehicle is jointly owned by Hongyan and Iveco, and the intellectual property rights belong to a joint venture. Iveco's strategy is not to replace the existing products with "hybrid" commercial vehicles immediately, but to gradually transition. The key is to improve the quality of low-end commercial vehicles first, because the heavy truck market in China is still in the stage of renewal and perfection, and it will take some time to complete this stage.

For SAIC Iveco Hongyan's "double brand" strategy, people in the industry say it is a great initiative in the joint venture. Experts said that the new Hongyan company should not pin all its fate on Iveco's advanced technology, but should cultivate new ones with old ones and transform Hongyan and Steyr's old cars to adapt to the market. In three years, we must rely on old cars to turn over for dinner, and we must rely on Iveco technology to increase our stamina. If the new product is eager to replace the old product, there will be problems. Because in the commercial vehicle market under China's national conditions, commercial vehicles should not only have good performance, but also be cheap, so there is still room for the development of old products.

Shi Zhuo, the former chief engineer of Guangxi Yuchai Machinery Co., Ltd., said that the "double brand" strategy should include you and me. Old products will be eliminated without technical transformation, and it will take a long time for foreign products to be localized. Therefore, "dual brand" is a wise move. In addition, the new and old products should be well connected. Yuchai changed the engine from 6 105 to 6 108 vertically in 197. As a result, the old products disappeared at once, and the new products could not open the market, which caused great losses. Finally, the 6 105 product was picked up again. After market test, it is still a very good one.

Zhang Xiaoyu, chairman of China Automotive Engineering Society, said, What is advanced? What is backwardness? Can only compete in the market. The products to be eaten and the products to be developed must be well connected. Some people think that commercial vehicles don't need joint ventures, they can do it themselves. But it is undeniable that foreign enterprises are indeed more technologically advanced than domestic enterprises. The joint venture is to improve its technical level, but Dongfeng still wants to improve its technical level by Nissan. Therefore, the "double brand" strategy is the winning way for commercial vehicle joint ventures. Editor's Note: In 20 10, the commercial vehicle market in China has made great strides. While the production and sales have increased substantially, the competition among enterprises has further intensified. How to gain a dominant position in the new competitive environment and increase sales through marketing innovation has become a topic of great concern to enterprises. In 20 10, many remarkable marketing cases occurred in the commercial vehicle industry, and one marketing war after another was staged. The marketing innovation of commercial vehicle enterprises shows the wisdom and unique charm of enterprises.

Dongfeng commercial vehicles set up marketing special forces.

Case: At the beginning of 20 10, Dongfeng Commercial Vehicle Company issued the Declaration of Dongfeng Commercial Vehicle Marketing Special Forces, which sounded the assembly number for the establishment of the marketing special forces, aiming at building an excellent, professional and trustworthy marketing team. Dongfeng Commercial Vehicle Company constantly explores marketing innovation, and effectively promotes marketing, customer development and maintenance, channel optimization through the iron triangle relationship composed of production, R&D and marketing, and the marketing work is more detailed.

Comments: The competition among heavy truck enterprises is extending from the product level to the marketing level. Enterprises have fully realized that product strength and marketing strength can truly reflect the competitiveness of enterprises. Based on this understanding, I believe that the marketing drama of the heavy truck market will continue.

The new energy bus passed the World Expo exam.

Case: 20 10 Shanghai World Expo is a grand event that has attracted wide attention. Zero-distance contact with the World Expo is one of the best ways to promote new energy vehicles. Many domestic commercial vehicle enterprises have carried out Expo marketing.

According to the organizer of Shanghai World Expo, there are 10 17 new energy commercial vehicles in the park. Among them, there are 32 pure electric buses, 500 hybrid buses and 96 fuel cell buses.

Shanghai Shenwo Bus Company, with its superior geographical position, has become a big winner in the marketing war of Shanghai World Expo. During the World Expo, a large number of Shenwo new energy buses provided passenger services in the Expo Park, which took the lead in this marketing war.

Other bus companies also try their best to launch marketing activities around the passenger service in the park. It is understood that during the Shanghai World Expo, 150 hybrid buses were used for bus line operation outside the Expo site. Including 14 An Kai Bao Hiragi sichun electric tourist bus, 76 Dajinlong World Expo special line tourist bus, 300 Dajinlong commuter service bus, 579 Yutong bus special line bus and nearly 1000 Suzhou Jinlong Haige bus.

Comments: In 20 10, the total number of visitors to the Shanghai World Expo exceeded 70 million, which spread widely. The marketing activities of public transport enterprises are consistent with the theme advocated by the Expo, which can leave the audience with the impression that public transport enterprises are pursuing green environmental protection and leading technology, establish a good brand image, and may also bring unexpected gains from orders from domestic and foreign customers. Shenwo Bus is a local enterprise in Shanghai, with small production and sales scale and limited influence. Taking advantage of "geographical location", marketing activities were launched during the World Expo, which achieved twice the result with half the effort. If we can't effectively use the opportunity of the World Expo to display the image of enterprises and products, let tens of millions of audiences across the country know about Shenwo Bus and establish a good brand image, I'm afraid it will take longer.

Product line marketing of Jianghuai and Dongfeng light trucks

Case: Product line marketing is widely used in the field of passenger cars, especially car marketing, but not in the field of trucks. However, this situation changed greatly at 20 10. With the diversification and specialization of light truck products becoming the mainstream, many light truck enterprises have adopted the product line marketing model. Jianghuai Commercial Vehicle, dongfeng shares and other enterprises have established marketing networks of different product lines under the condition of increasingly perfect product lines. For example, on the basis of five sub-brands: Lucky, Kang Ling, Ling Jun, Ling Wei and Shuailing, JAC expanded its product line and integrated it into three major lines: high-end light truck, JAC Bell and JAC Lucky, and encouraged dealers to carry out marketing on different networks.

Comments: Implementing sub-product marketing is a new marketing trend in light truck industry. Under the same brand and different product grades and user groups, it has become an important marketing measure for enterprises such as Beiqi Futian, dongfeng shares, Jianghuai Commercial Vehicle and Nanjing Iveco to set up relatively independent marketing departments and carry out marketing activities for market segments. Category marketing is a new attempt of light truck enterprises, aiming at making marketing more accurate. I believe many light truck companies have tasted the sweetness.

Developing sports marketing with the help of Guangzhou Asian Games

Case: Sports events have always been a good brand communication opportunity for car companies. 20 10 commercial vehicle enterprises also take the opportunity of Guangzhou Asian Games to actively carry out sports marketing.

In preparation for the Guangzhou Asian Games, Guangzhou Airport International Logistics Co., Ltd. signed an order for 120 buses with An Kai Bus Company. These buses are mainly used as airport buses to pick up and drop off Asian Games athletes and VIPs.

20 10 September, the organizer of Guangzhou Asian Games announced the procurement results of barrier-free buses. Dajinlong won the bid 1 18, and 42 Dajinlong buses served the opening ceremony of the Asian Games. Another enterprise actively participating in the sports marketing of the Asian Games is Yutong Bus. In Guangzhou Asian Games, the total number of Yutong buses active inside and outside the venues reached 1 1,000. In addition to undertaking the task of transporting athletes, Yutong also cooperated with Guangzhou Communications Group to provide 40 buses for the Guangzhou Asian Games to transport journalists from all over the world, and another 2 18 Yutong buses served the Guangzhou Asian Paralympic Games. Other bus companies also joined the Asian Games marketing activities and participated in the passenger service during the Asian Games.

Comments: Using the influence and high attention of sports events to carry out marketing activities can not only publicize the image of enterprises and products, but also reflect the social responsibility of enterprises and play a role in brand building. The mainstream public transport enterprises have taken the Guangzhou Asian Games as an important marketing platform, which shows that the sports marketing of public transport enterprises has been handy.

Haige Bus launches G-BOS information system.

Case: Suzhou Jinlong developed the "intelligent bus" with obvious differentiation characteristics in three years. The bus has G-BOS intelligent operation system. In July of 20 10, "Smart Bus" was listed. Objective all that road bus in Suzhou Jinlong Haige 10 meters above are equipped with G-BOS intelligent operation system.

Through the on-board terminal installed on the bus, the G-BOS intelligent operation system CAN continuously collect engine operation data, vehicle driving and driver control information from CAN bus and sensors, and at the same time receive vehicle position information provided by GPS global satellite positioning system, and transmit it to the data processing center in real time through wireless communication network. The vehicle terminal of G-BOS intelligent operation system integrates the functions of driving record, reversing monitoring, fault alarm display, video playing, SMS receiving, etc., and can provide vehicle-related information to drivers and operation management platforms in real time.

"Smart Bus" equipped with G-BOS system brings together bus electronic technology and 3G information technology, which provides a solution for upgrading domestic bus products.

Comments: marked by the launch of "smart bus", vehicle management is no longer a matter for passenger transport enterprises. With the cooperation of bus manufacturers like Suzhou Jinlong, bus operation management is expected to accelerate into the information age. The successful launch of the G-BOS intelligent operation system indicates that the backbone bus enterprises represented by Suzhou Jinlong are changing from simple bus manufacturers to bus operation management solution providers.

Using TV platform to spread product information

Case: On 20 10, some commercial vehicle enterprises increased TV advertisements, and Shanxi Universiade, China Heavy Duty Truck, Valin Automobile, faw liberation and other enterprises successively put advertisements on CCTV. It is worth noting that Yutong bus frequently appears in TV advertisements. During the 20 10 World Cup, Yutong placed product advertisements on CCTV news channel with the help of the high ratings of the World Cup. In addition, Yutong also inserted product picture advertisements in a set of weather forecast programs broadcast by CCTV. Yutong puts forward the brand proposition of "carrying dreams to achieve life", which is also the theme of Yutong bus advertisement. CCTV advertising has played a role in enhancing the popularity and influence of Yutong brand.

Comments: Yutong put an advertisement on CCTV news channel during the World Cup, which changed from B2B (business-to-business) marketing mode to B2B and B2C (business-to-customer) communication and promotion mode. Relevant persons of Yutong said that Yutong products have covered many market segments such as highway passenger transport, tourism, public transport and group, which put forward higher requirements for brand building. Therefore, Yutong has expanded from paying attention to direct customers, that is, passenger transport companies, to paying attention to customers, that is, passengers on buses, which is an important change.