Truck-mounted crane is a special vehicle that includes two functions, transportation and lifting, because the vehicle has two functions at the same time, it can meet the needs of cargo transportation in specific scenarios. Because of this, the car crane belongs to a relatively niche market segment, but in Taizhou, Jiangsu Province, Taizhou Xianggong Automobile Sales Co., Ltd., a dealer of XCMG heavy trucks, regards this niche market as a growth point for future development.
Xu Yingchun, general manager of Jiangsu Taizhou Xianggong Automobile Sales Co., Ltd
On the eve of the Spring Festival of the Year of the Tiger in the 2022 Lunar Calendar, a reporter from China Commercial Automobile Network interviewed Xu Yingchun, general manager of Jiangsu Taizhou Xianggong Automobile Sales Co., Ltd., through a connection. According to him, Taizhou Xianggong is responsible for the sales of XCMG heavy trucks in the local truck crane, muck truck and tractor. In 2021, Taizhou Xianggong sold more than 300 XCMG heavy trucks, mainly based on truck cranes, followed by muck trucks, with tractors accounting for a small part.
Multi-mode market development
Xu Yingchun began to shift from spare parts sales of XCMG heavy trucks to vehicle sales in 2010. Looking back on the development process of this decade, he said that it is indeed not easy to open up the market. "Initially, we didn't know much about the heavy-duty truck market," Xu said, "but we could only start with a limited number of benchmark users." "This practice of starting from benchmark users is indeed effective for Taizhou Xianggong, who has just entered the market, but it needs to be intensified."
"On the one hand, we are increasing our publicity efforts, which also benefits from the help and support of XCMG Heavy Truck Company," Xu Yingchun said, "On the other hand, our salesmen increase the time of visits." It was through the initial publicity and visits that Xu Yingchun and his team gained the initial loyal users.
It started well, but it was even harder to open up the situation if they wanted to increase sales even further, during which they continued to expand their influence through "multi-modal marketing". This includes talking with new and old users, consolidating the results of "old with new" and expanding product influence; inviting important customers to visit the production line of smart factories, bringing users an "immersive experience", so that users have a deeper understanding of XCMG heavy trucks. With the comprehensive blessing of a variety of marketing models, Taizhou Xianggong has achieved the purpose of strengthening contact with target customers, and has a closer connection with the "market".
Improve service response efficiency
Commercial vehicles pay more attention to product after-sales service due to the attributes of their means of production. In response to this key point, Xu Yingchun launched a "wide range of VIP services". Specifically, it is to establish a "many-to-one" service group for each user, regardless of the number of cars purchased. "In this group, I personally supervise the process and information, and the users and after-sales technicians are in the group, and any information can get timely feedback."
In order to avoid users reflecting problems, Xu Yingchun may have special cases of untimely feedback. Put forward the promise that "users will respond to problems within 3 minutes 24 hours a day". He said it was a matter of relying on the collective strength of the entire team to solve the problem. He himself also posted his contact information on each vehicle sold to achieve a fast, efficient and accurate after-sales service response.
Face adversity with a breakthrough
In 2021, the sales volume of heavy-duty trucks in the mainland was 1.39 million units, down 6.6% year-on-year, and the whole industry entered a period of adjustment. The industry is generally not optimistic about the market trend in 2022. And how can Taizhou Xianggong, which is in the ascendancy period, survive and develop in the face of adversity?
Xu Yingchun said that the key point of Taizhou Xianggong's development in 2022 is the control of market segments and the breakthrough of large customers. In terms of market segment control, he firmly stated that he should seize the market segment of the crane. "The demand for building materials such as steel pipes in southern Jiangsu is large, and the utilization rate of car cranes is very high, which is our breakthrough point," Xu Yingchun said, "Our annual income of users' bicycles is about 500,000 yuan, which fully illustrates the development potential of the market." "For XCMG heavy truck crane products, Xu Yingchun is very confident, fully able to meet the local users, high attendance rate of the use of the working conditions."
In terms of muck trucks and tractors, Xu Yingchun said that in 2022, he will focus on breaking through local large customers in Taizhou to achieve mass sales in key users, and then achieve "sales volume".
"I am very optimistic about the local car market in Taizhou, Jiangsu and southern Jiangsu," Xu Yingchun said with confidence, "the pressure of the environment is indeed great, but the bright spots still exist, and we must firmly seize the market opportunities." ”
In the Spring Festival holiday in 2022, Xu Yingchun's circle of friends is full of user condolences, delivery of cars and other content, in this holiday of maintaining the working state at this moment, he opened a new journey of "Taizhou Xianggong Breakthrough upwards" in the Year of the Tiger with practical actions. (China Commercial Vehicle Network reporter Ma Hanming)