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Domestic heavy-duty truck products are still in the low-end level period. With the optimization of the domestic consumption environment and the increase in the level of heavy-duty truck manufacturing, users' complaints about product quality are decreasing, and their eyes are more betting on the company's after-sales service. "Service soft power, quality and justification." Heavy truck companies want to stand on the already saturated truck market and stand out from the quagmire of product homogenization. The service is more popular. In the future, the competition among commercial vehicle companies will be the competition between brands. The brand's connotation is more abundant and fuller. It will be the king.
In 2012, the number of China's commercial vehicle exports exceeded 400,000, of which China National Heavy Duty Truck sold over 30,000 heavy trucks in overseas markets. The sales volume of the domestic commercial vehicle market has fallen, and the number of exports has rapidly increased, confirming the huge market potential of commercial vehicles worldwide.
In the past, China's commercial vehicle brands have gradually been recognized in overseas markets. Commercial vehicle brands including Dongfeng, China National Heavy Duty Truck, Foton, and Daikin Dragon have formed a certain reputation in certain regions. Given the experience of global commercial vehicle development, in the future, sales of commercial vehicles in China will hardly increase substantially. A large number of low-end commercial vehicles will be gradually phased out, and choosing a branded commercial vehicle product will be the only way. .
In the past, the painful lesson of China’s truck product defeat in Russia was enough to make domestic truck companies wake up—the “single-hammer sale†that service cannot keep up with cannot achieve sustainable development. Service soft power can not only make heavy truck companies improve their market competitiveness, but also be the king of their survival.
Although the development history of Chinese autos is not long, the foundation for the construction of commercial vehicle brands is still weak, but more and more heavy truck companies are trying to change the status quo and build their own soft power brands.
These efforts can be seen through various “service slogans†that have been launched by various companies in the past two years: FAW has liberated the "moving service" for the past 11 years, Dongfeng's "sunshine service", and Sinotruk's "family service". "Fukuda's "full-time worry-free service," Shaanxi Auto's "intimate service" and so on.
Nowadays, commercial vehicles are more of a tool for making a fortune. As a money-making machine, users are more demanding on the reliability of vehicles, and they are more dependent on manufacturers and more on service support capabilities. high. Therefore, FAW's liberation of 'touched service' as its core competitiveness, in the intention to build.
The competition of truck companies has shifted from pure product competition to service brand competition. Among them, although the brand concept is very important, the difference between a brand and a brand is far more than an idea. It also depends on the strength of a company’s service system, and whether its services capture the hearts of consumers. This is the success. key.
The key to the development of heavy truck companies is service