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The industry’s “2004 China Automotive Marketing Summitâ€, which is believed to have a profound impact on the automotive circulation sector in China, was held in Chengdu a few days ago. According to information from the industry and the analysis of participating experts, the marketing of the automotive industry in China is now entering a new stage of diversification and brand building.
-4S shop can not win all-you-can-eat
The superiority of marketing models such as the 4S store and the auto trading market has always been a topic of debate in the industry. 4S shop will undoubtedly help establish a brand image. However, brand marketing does not mean that there is only a 4S shop model. The industry has long pointed out that the high construction costs of 4S stores will eventually be shared among consumers.
Zhang Xiaoji, vice president of the Federation of Machinery Industry believes that the coexistence of a variety of marketing mechanisms is more suitable for China's national conditions, auto marketing should explore a variety of marketing models. Even in developed countries where the automobile sales market is mature, not all 4S models are available. Vehicles of different grades have different levels of specialty stores.
Professor Xu Xiangyang of the School of Automotive Engineering of Beijing University of Aeronautics and Astronautics expressed disagreement with the practice of Daxing 4S stores in recent years. He believes that 4S is the business philosophy of the seller's market. The biggest feature of China's auto market this year is that it has entered a period of transition from seller's market to buyer's market. Therefore, the marketing concept should also change. He said that due to the monopoly of 4S stores, the EU has cancelled the marketing model to prevent monopoly. Under the buyer's market conditions, 4S stores face a series of challenges such as policy risks, brand risks and investment risks. He believes that auto companies should pay attention to building and maintaining their own brands, diversified, multi-brand, group, and chain operations. The focus of the business shifts from vehicle sales to after-market sales to change their profitability model.
Fu Qiang, deputy general manager of FAW-Volkswagen Automotive Sales Co., Ltd., said that the environment in which auto companies operate is changing all the time, and there is no such a sales model that can be eaten. Diversification can to some extent avoid the risk of a single sales model. He believes that the automobile sales model should be suitable for people, companies, businesses, and places. For mature brands, brand monopoly is a good choice; for products that have just started, low visibility, and popular small-scale products, blindly investing a lot of money to establish brand monopoly or multi-intellectual form is not a wise choice.
According to reports, the latest online survey of the status quo of China's auto consumption market shows that 60% of respondents are willing to buy cars in the auto market, 20% of respondents are willing to choose ordinary sellers, only 8% of respondents are willing to Select a brand store.
--Car stores and car supermarkets have their own advantages
Expert analysis pointed out that the rapid development of 3S and 4S stores in recent years, because they can only operate one company's products, in fact, there is a relationship between life and death with the car plant, dealers have great risks. Therefore, combining the advantages of the automotive trading market (car store) and brand franchise to establish a variety of brand management mechanisms to spread the risks has become the choice of many dealers.
Zhang Chao, general manager of Beijing Zhonglian Automotive Trading Market, believes that the proportion of risks taken by 4S stores during the operation process is much higher than that of the auto trading market, and its single brand strategy cannot adapt to the fierce market competition. The auto trading market provides consumers with more choice opportunities, but also provides the possibility to increase the market's auto trading volume. With most current consumer brand awareness still not strong, the automobile trading market that is in line with the psychology of most Chinese consumers has obvious advantages.
Beijing Automotive's general manager Sun Feng is more optimistic about the development prospects of car supermarkets. He said that the competitive advantage of auto multi-brand supermarkets is to use one-off bulk purchase or buy-out models to obtain price comparative advantage, thus benefiting consumers; secondly, to satisfy consumers' individualized and diversified demands, and to extend them through after-sales services. Automotive industry value chain. He said that the current domestic auto manufacturers can not give brand agents auto supermarket management, resulting in car supermarkets can only come from the 4S stores, thus losing the price advantage expressed regret.
According to Wan Yong, general manager of Chengdu Quanxin Automotive Co., Ltd., compared with vehicle sales, automobile after-sales and auto repair and beauty are a big market with more profit. Therefore, the auto industry should build an ubiquitous and ubiquitous after-sales mobile service network to provide car owners with comprehensive and thoughtful value-added services for car life. Confidence in the introduction of the “Central Hypermarket + Community Service Chain†layout is an avant-garde attempt.
According to statistics, the total number of automobile dealers in China has reached more than 20,000. There are a few dealers that sell tens of thousands of vehicles each year, have sales of more than one billion yuan, and operate at the same scale as a large and medium-sized automobile factory. The common features of these dealers are multi-brand, cross-regional, group-based, and independent development. With the gradual formation of the automobile buyer's market, there has been a diversified development trend in the coexistence of 4S stores and other business models. A group of powerful distributors have adopted buyout operations and have mastered greater pricing autonomy.
- More intension of branding
At present, domestic automobile manufacturers pay more attention to branding than ever before. However, the past understanding of the brand is often limited to the manufacturer and the product itself. As the domestic automobile market has become more mature, the concept of the brand has been given more rich connotations.
Wu Yingqiu, deputy chief editor of China Automotive News, believes that marketing itself is also a brand. Only the organic combination of the entire car brand and marketing brand is the highest level of brand marketing.
It is understood that some visionary dealers began to try to cultivate the market first, create their own brand, and then combine with the manufacturers to achieve strong alliances.
Paying attention to humanized service is an important aspect of improving the gold content of the brand, and it is also an important development trend of car marketing.
Zhang Xiaojun said that there is one thing in the world's car sales that is the same, that is, humane service. For example, he said that 80% of Toyota's production line cars have ultimate users, and almost every car is different. Toyota's success lies in relying on modern technology to meet the individual needs of consumers.