Four major advantages Dongfeng transmission attracts 30 provincial agents

On December 24, 2009, Dongfeng Transmission Company held the exclusive agency investment promotion conference in Zhengzhou in 2010. Through the sales headquarters of Dongfeng Commercial Vehicle Co., Ltd. and the transmission company, it strictly and cautiously screened the invited customers and the powerful attraction of the new sales model. In the end, the Transmission Company signed contracts with 30 provincial exclusive agents nationwide and signed sales orders of 95.15 million yuan, which exceeded the original plan of 20%, and sent the first gift for the arrival of the New Year.

"Four advantages" attracts 30 provincial agents

In 2010, the sole agent investment promotion meeting held in Zhengzhou, Assistant General Manager of the Transmission Company, Li Huijun, was still immersed in the fiery atmosphere and was thrilled. “This exclusive agent investment conference closely focused on the new sales channel planning of the line, set four themes of “Review on the Practice of Provincial Exclusive Agency Policy in 2009” and “Introduction to Exclusive Agency Policy”, clearly showing the vibrancy of the transmission company. The vigorous development trend, policy advantages, and our hope of forging ahead with distributors have made the majority of dealers excited and acted, said Li Huijun. At the China Merchants Association, the party secretary of the marketing headquarters delivered a welcome speech. He hoped that the distributors would cooperate sincerely and grow together with Dongfeng. Li Biqiang, director of the marketing and sales department's service support department, introduced the new sales channel planning of the transmission company in 2010 and the four major advantages of the new plan:

"1" is a regional exclusive of the Dongfeng brand. A chance to cooperate with DFMT (Dongfeng Motor Transmission Co., Ltd.) with huge growth space and DFCV (Dongfeng Commercial Vehicle Company), the first brand of medium- and heavy-duty commercial vehicles, to create an exclusive space for the market, exclusive market interest, commitment to the DFCV system and non- The only service tuning platform functions of the Dongfeng gearbox assembly and accessories in the area under the DFCV system;

"2" is the absolute guarantee of two 100%. If the agent has a stock of unsold goods, 100% replacement will be guaranteed within six months (new year). Due to the change of raw material prices, Dongfeng Transmission Co., Ltd. took the initiative to adjust the price and resulted in the devaluation of the inventory of agents. Dongfeng Transmission Co., Ltd. was 100% compensated;

"3" is the three major value-added and expected value-added policies. Compared with 2009, the same profit margin, value-added service space, market space for DFCV service stations, and market space for exclusive DFCV product lines in the future;

"4" is the four decisive competitive advantages. Definitive profitability, decisive resource advantage, decisive technological advantage and decisive original genuine price advantage.

The four major advantages vividly and comprehensively demonstrate that the transmission company is striving to change some unreasonable operation modes, and strives to build a determination and strength of a new agent profit-making service system that allows the factory and business to win together, and deepens the trust of dealers in the transmission company. Feelings and recognition. A solid sales chain to seize the vast number of end-customers, "The terminal is king, and the ultimate winner is the world" is the sales philosophy of the transmission company's marketing team. Through years of exploration and exploration on how to build a transmission brand, the transmission company's marketing team has formulated a recurring sales model of "from the supporting main engine plant --- exclusive spare parts for regional distributors -- terminal market".

In this model, the supporting OEM is responsible for improving the supporting rate of the Dongfeng transmission market by improving product end-user reputation; the exclusive regional agency is responsible for the “intensive farming” of the product market and thus broadening the product development path; "Goods in stock, bad in goods" concept of service, relying on meticulous and professional service attitude and rapid and timely response capability, continue to accumulate brand reputation in the Dongfeng transmission terminal market, thereby improving the matching rate of the host plant. The transmission company's marketing team took advantage of these three major aspects of mutual support and common prosperity, and strived to enhance the Dongfeng transmission sales capability. The firmness of the sales structure chain has laid a solid foundation for the marketing team to fully demonstrate the advantages of the enterprise in the investment promotion conference and implement the new sales concept.

On the eve of the holding of the China Merchants Association, through repeated research and discussion, the marketing team decided to start from the three aspects of customer unit price (average transaction amount), marketing, and sales, and promote, expand and expand the regional exclusive agency investment conference. the way. In order to increase the customer's order signing rate, the marketing team will focus its "offensive firepower" strategy on "buy more", strive to expand the market share of Dongfeng transmission products and the possibility of non-Dongfeng gearbox replacement, and constantly tap into the negotiation customers. Potential market space.

In terms of marketing, the strategic plan of “customer-to-customer” was initiated. The distribution capability of transmissions was used as a criterion for segmentation, and the market’s terminal availability was the goal. The country was divided into sales in 2009 with good, bad, and blank sales. In the three types of market areas, the establishment of agent files for the separated areas and the selection of powerful agents provide strong support for the scientific decision-making at the management level.

In terms of sales, in order to ensure that no less than two customers from every province in the China Merchants Association participated, the transmission company's marketing center has extensively invited customers across the country and issued invitation letters to the 145 parts sales customers across the country and passed the Dongfeng. Commercial vehicle accessories sales channels and other online platforms publish investment information, and after receiving sales receipts of customer information for parts sales, select strong customers to participate in the meeting. After careful deployment and careful preparation, it finally attracted 71 accessories sales customers to participate in the regional exclusive agency investment promotion conference. Its provinces covered 30 provinces, autonomous regions and municipalities directly under the central government.

"1+1+1>3" usher in the spring of 2010

On January 1, 2010, Dongfeng Transmission Co., Ltd. was officially placed under the management of Dongfeng Commercial Vehicle Company. With this as an opportunity, the transmission company set up the CFT group (parts of an inter-departmental cooperation group), an accessory sales integration project headed by Hao Yiguo, the general manager, to integrate the services covered by the provincial agency of the transmission company, involving business integration and network integration. , business policy integration, application system integration in four areas. The establishment of the CFT group steadily promoted the integration of departments and established a more reasonable sales model. According to reports, the pre-integration gearbox company implemented the provincial agency system, the procurement model was 366 two-level agents and purchased from 22 provincial-level agencies. Most of the end-users purchased through two-level agencies, and very few end-users passed the provincial government. The agency even went directly to the gearbox company for procurement. The spare parts service mainly relied on the Dongfeng commercial vehicle service network.

On the other hand, in the sales network structure of Dongfeng Commercial Vehicle Co., Ltd., there is no agent for the transmission company. 600 service stations and 25 accessory franchise stores for commercial vehicles can be purchased from the sales headquarters. Some service stations pass the accessories franchise. Shop purchase. This kind of agency procurement model is complicated, the channels are changeable and it is not easy to be dredged, and it gradually becomes inconsistent with the ever-increasing production and sales volume of the transmission company, which is not conducive to the development trend of the transmission company in seeking new changes. After the transmission company was assigned to the management of Dongfeng Commercial Vehicles, the transmission company sold the sales headquarters of the direct-to-commercial commercial vehicle market. The other two sub-agents and 600 service stations of commercial vehicles purchased directly from 30 provincial-level agencies, forming the “1+1”. +1" (market sales headquarters, transmission companies, agents) strategic landscape.

Commercial vehicle company sales marketing network planning and channel sales channels have greatly simplified the procurement process, the sales system has been further improved and optimized, and the transmission company has integrated organically with the sales network and service network of the sales headquarters, demonstrating its strong capabilities. The advantages of the combined main engine plant have brought new development opportunities to the end market and will achieve the effect of “1+1+1>3” sales integration.

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