The "old people" in the commercial vehicle industry must all know that the "Kang, Jun, Shuai" of the Jianghuai Light Truck Family also has a "brother". Yes, TA is the same as the "Bell" brand of "Kang Ling, JunLing, Shuai Ling" as the "Bell" generation of JAC WeiLing.
On January 18, 2022, Sichuan Jianghuai Automobile Co., Ltd. Jianghuai Weiling brand conference was held in Chengdu. With a new attitude, JAC Weiling has come back to the attention of the industry. Why was the JAC Weiling brand released at this time? What will Sichuan Jianghuai, which has released a new brand, do in the future? What does the new JAC Weiling rely on to fight for a place in the fierce market competition? Before the press conference, Sun Liang, deputy general manager of Sichuan Jianghuai Company and general manager of the marketing company, accepted an exclusive interview with the first commercial vehicle network.
Sun Liang (right), deputy general manager and general manager of Sichuan Jianghuai Automobile Co., Ltd. and general manager of the marketing company, and Xie Guangyao, editor-in-chief of this site
Respond to the group's strategic optimization and do incremental on the basis of the original
At the beginning of 2021, Jiangqi Group released the 14th Five-Year Plan strategy of "bigger and stronger commercial vehicles, fission and development of light vehicle business", and formulated the goal of becoming a mainstream automobile group with "millions of vehicles and 100 billion yuan" by the end of the 14th Five-Year Plan. The goal is clear, how to achieve it? Where to find increments?
"In the 13th Five-Year Plan stage, our (Jiangqi Group)'s commercial vehicles are stronger and bigger; in the 14th Five-Year Plan, the Group put forward the strategic optimization of 'bigger and stronger commercial vehicles'." Sun Liang told reporters, "The goal of the entire Jiangqi Group at the end of the 14th Five-Year Plan is 'millions, 100 billion', which naturally has to expand products and expand sales, in terms of commercial vehicles, light trucks as the advantages of Jachuai, is bound to undertake the most important task." ”
"At this moment, Sichuan Jianghuai has undertaken an important strategic task of Jiangqi Group - to increase on the basis of the original." Sun Liang summed up the positioning of Sichuan Jianghuai in Jianghuai Group, and the split is the two major missions of Sichuan Jianghuai at present, "The first is to continue to undertake the production task of the original Jianghuai light truck in the southwest region; the second is to undertake the task of creating new brands, develop new products, establish new networks, and lay out new markets." The new brand that Sun Liang said is undoubtedly JAC Weiling, and it is not difficult to see from the brand name that Jiangqi Group has the same expectations as "Kang, Jun, and Shuai" for Jianghuai Weiling.
So, what does JAC Weiling rely on to shoulder this heavy responsibility?
Positioning in the middle and high-end and "Kang, Jun, Shuai" to form a product complementary
"JIANGHUAI Weiling products are positioned in the high-end market, and it is necessary to achieve a strategic synergy within the JAC light truck, and complement the existing Kangling, Junling and Shuailing products." From Sun Liang's introduction, it is not difficult to see that the direction of the future "increment" of Jianghuai Weiling is mainly epitaxial, and will not be related to the existing "Kang, Jun, Shuai" internal volume.
"The 2850mm wheelbase and 3365mm wheelbase of The Weiling wide, medium and narrow body products, equipped with Yunnei, Quanchai, Cummins and JAC Ruijiete Power, have achieved mass production." Sun Liang told first commercial vehicle network. At the press conference, products such as the widest narrow-body light Kaweiling K3 in China, the lightest medium-body light Kaweiling K5, the widest wide-body light Kaweiling K6 with the highest configuration, and the long wheelbase product Weiling K8 with a large driving space were stopped by the media, dealers and card friends.
The first wave of products attracted a lot of attention, and the next products are also advancing as planned. "Long wheelbase products are being mass-produced, and will be further expanded in the wheelbase, 3.8 meters, 4.2 meters, 4.5 meters, 4.7 meters wheelbase are planned; new energy models are planned to be launched in the second quarter of this year; new interior products will be launched in the second half of this year, and 1900mm width medium body light trucks will also be launched; small trucks will be launched at the earliest end of the year..." According to Sun Liang's introduction, JAC Weiling's product listing plan has been ranked after 2023.
It is understood that at present, JAC Weiling has 11 mass-produced models and 26 models for the development of projects, which is almost difficult to find a second brand that has been established for only half a year. "We not only have the strong R&D support of Jiangqi Group, but also have an independent R&D team, plus comprehensive and independent qualifications, and the speed of announcement is very fast, which ensures our rapid response to the market." Sun Liang said confidently.
If it is said that the widest narrow body light truck, the lightest medium body light truck and other models are a "differentiation" card played by JAC Weiling on the product side, then the differentiated advantages of Weiling in marketing and service may be more eye-catching.
User thinking is everywhere "B+ B@C hold users in the palm of your hand"
In an interview of more than half an hour, "user thinking" is a high-frequency word in Sun Liang's mouth. During the "13th Five-Year Plan" period, Jianghuai Automobile's circle of friends has two more important partners - the century-old brand Volkswagen and the new car-making force Weilai, and the empowerment of these two partners to Jianghuai Automobile is multi-dimensional. "Learning from the public is mainly to learn the two aspects of R&D and quality control, so we have enough confidence and confidence in the quality of Weiling; we have also learned a lot from Weilai, the most important thing is to learn his user thinking, let us think about how to really hold users in the palm of our hands." Sun Liang introduced the difference between Volkswagen and Weilai to Jianghuai Automobile.
Understanding Sun Liang's user thinking, then he said a refreshing new vocabulary, and then there was a source. According to Sun Liang, the channel construction target of JAC Weiling in 2022 is 130 first-level networks, and as of December 31, 2021, 55 have been developed, and the vast majority of them are newly developed. "To develop the Weiling network, we try not to use the original network in the system, but to open up new networks as much as possible and make new, high-quality increments." Through Sun Liang's introduction, it is not difficult to find that doing increments is already inertial thinking for Sichuan Jianghuai.
In the field of commercial vehicles, B2B and B2C are very common marketing models, but Sun Liang has created a new mode of getting along with OEMs, dealers and users for Sichuan Jianghuai - B+B@C. "It is no longer the era of main engine factory management dealers, we have to integrate with dealers and face users." Sun Liang introduced, "For example, to do online marketing such as self-media live broadcasting, our OEMs first 'proof', and then gradually expand to dealers after making effects." In this way, the training and guidance received by the dealer from the main engine factory is more three-dimensional, and the user can get the response and support of both the dealer and the main engine factory."
Immediately afterward, Sun Liang introduced the practice of the B+ B@C model by taking a small project called "number operation" being carried out by JAC Weiling as an example. Sun Liang said that Sichuan Jianghuai will establish a "N to 1" WeChat group for the first 1,000 users of Weiling, "N" includes the dealer's sales manager, service commissioner and other people, as well as the main engine factory responsible for service, quality, research and development and other related personnel, "N" will serve a customer exclusively, once the customer puts forward any need for dealer or manufacturer support, "N" will respond quickly at the first time. "The purpose is to make the user feel real. We don't shout slogans, but we respond as soon as users need them. Sun Liang told the First Commercial Vehicle Network.
Since the sale of Weiling products in December last year, Sun Liang's numbered operation group has more than 100. Rapid response and "N to 1" service will certainly not stop at 1000 bits, and it is in this way that jacques Weiling has rooted the concept of "first response, holding users in the palm of their hands" and other concepts in their own brands. In addition, through the JAC CardYou APP, users can also enjoy the feeling of "holding users in the palm of their hands" of Weiling. "The existing 656 services and spare parts of JAC Light Truck (which will exceed 700 in 2022) service network have all been opened, and in the future, Weiling users can go anywhere in the country to maintain and repair, and they will get the most rapid response when they need maintenance, rescue and other support anywhere." Sun Liang said that the service network of JAC light trucks throughout the country is the hardest foundation of the Weiling brand in service.
Conclusion
"It's not an exaggeration to do anything from the user's point of view." Sun Liang said. The first commercial vehicle network noted that the "user" mentioned by Sun Liang actually includes the dealers of Jacque Weiling, and the support of Sichuan JAC to dealers in marketing, training, financial support and other aspects is from the perspective of "users", and its strategic thinking of "integration" with dealers is very clear.
In 2022, JAC Weiling's network construction target is 130 and sales targets are 12,000 units. This goal may be somewhat conservative for a brand that has rooted the user's thinking.