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Dongfeng Commercial Vehicle: Leading a Heavy Truck to Volunteize by Volvo
From January to November, Dongfeng Commercial Vehicles achieved sales of 155,000 heavy-duty trucks, a year-on-year increase of 13%. The company expects sales to reach 163,000 units in the full year, and the independent caliber (excluding Dongfeng Liuzhou Trucks) will maintain its leading position in the heavy truck market. Key commodities Dongfeng Tianlong and Tianjin continued to grow. Dongfeng Tianlong and Titan heavy truck platforms increased by 20% in the first 11 months, and Dongfeng Tianjin Zhongka Platform increased by 17% year-on-year. In addition, the sales volume of Dongfeng Commercial Vehicle's No. 4 products has increased steadily, keeping industry sales ahead.
On October 30th, Dongfeng Commercial Vehicle and Volvo Ocean Race Co-brand Promotion and Dongfeng Signing Agreement officially named the “Dongfeng†sailing ship as the only Chinese regatta to participate in the 2014-2015 Volvo Ocean Race. Obviously, Dongfeng Commercial Vehicles has leveraged the influence of Volvo's international events to promote the Dongfeng brand to the global market.
Huang Gang, general manager of Dongfeng Commercial Vehicles, stated that in 2014, Dongfeng Commercial Vehicle Co., Ltd., the new joint venture company, will formally operate, and the global strategy of Dongfeng Commercial Vehicles will further accelerate. It is committed to the realization of Dongfeng brand commercial vehicles as a world-renowned brand.
FAW Liberation: Exceeding Target Share Increase by 1%
In December 2012, FAW Liberation announced that its 2013 sales target was 169,000 vehicles. In 2013, FAW Jiefang achieved sales of 188,000 heavy-duty trucks, over-achieving annual sales targets, a 1% increase in market share over 2012, and a market share of 17%.
In 2013, it was the historic moment for the tenth anniversary of the establishment of FAW Jiefang Co., Ltd. and the 60th anniversary of the establishment of FAW Group. In 2013, FAW Liberation also handed in a beautiful transcript.
In the face of the complex commercial vehicle market environment in 2014, Liberation put forward the “3-18†marketing challenge goal, that is, in 2014, the total number of heavy truck sales achieved by the FAW Jiefang Project was 180,000 units; the share was 18%; and the light truck sales were 18,000 units. .
China National Heavy Duty Truck Group: Unfinished 1% increase in target "Difficult" to "Light" conversion difficult In January-November 2013, China National Heavy Duty Truck sold 151,000 vehicles in total, an increase of 20% year-on-year, including 111,000 heavy trucks sold. Growth of 12%; sales revenue of 56.0 billion yuan, an increase of 15%; total profits and taxes of 1.9 billion yuan, an increase of 26%.
Among them, China's heavy truck sales were 111,000 units, an increase of 12% year-on-year. If there is no significant drop in sales in December, it can be said that the growth rate of sales of trucks and heavy trucks by Sinotruk exceeds the original 10% growth target set in 2013, in particular, the vehicle sales volume has increased by 20%. However, Sinotruk’s market share has decreased compared to 2012, and it has not yet completed the target of setting a 1% increase in market share at the beginning of the year; in addition, the T7H, which was listed by Sinotruk in 2013, has not completed the original target of 10,000 vehicles. Only 3000 sales were completed throughout the year.
On January 17th, China's first high-end heavy truck SITRAK heavy truck launched by Sinotruck and German MAN was formally rolled out at CNHTC Jinan Commercial Vehicle Company. At present, there are only a few hundred sales.
Regarding the development trend of heavy-duty truck industry in 2014, Ma Chun-chi said that the overall goal of the group in 2014 was to achieve 200,000 vehicles sales, including 140,000 heavy trucks.
Fukuda: The marketing highlights emerged . The sales of Foton heavy trucks in 2013 were 115,000 units, an increase of 31% from 2012. The results and promotion programs are remarkable. In 2013, Fukuda used its own product events to fully publicize the superior product reliability of its products through “helping the aerospace industry†and “arising from the South Poleâ€. It also expanded its marketing ideas and launched a “heavy card training campâ€. , “Caring for Left-behind Children of Truck Drivers†and other activities. At the same time, they invited the band to take part in the filming of “Slag Partners†to make full use of fashion elements, promote product promotion and brand building, and promote through multiple channels. This kind of extended marketing thinking is worth maintaining and promoting.
According to news, following Wang Chaoyun, rumors that Zhao Houzhu will also join Fukuda, Fukuda's "Wang head" strong employment concept has become the focus of attention in the industry, I do not know this time the introduction of executives can bring anything for Fukuda.
Shang Yihong: Obviously the new trend is the leading <br><br><br><br><br><br><br><br><br><br><br><br><br> SAIC Iveco Hongyan Commercial Vehicle Co., Ltd. sold 28,000 units in 2013, an increase of 65% compared to 2012, ranking first in the industry.
In 2013, Yiyihong carried out activities such as “sending the show to the countryside†and “Hongyan car stage†one after another. This type of cultural marketing is a way for end-users—truck drivers. The reporter of this website was deeply impressed by the truck driver's love for this method during the interview process of “sending drama to the countryside†and saw the promotion results of the event.
Guangqi Hino: a low-key front-line force lightweight <br> <br> Guangqi Hino has been very low key, low-key almost to be forgotten. However, at the end of 2013 China IV product technical briefing, the company is still very confident about the product. Although there are still many areas for improvement of GAC Hino's products, it is undeniable that the heavy truck technology from Japan, coupled with the appearance of European flat-topped children, can still be compared in China's heavy truck market.
At the end of 2013, GAC Hino launched the new 700 Series IV products, and the reporters were delighted by the appearance of its lightweight products, lightweight aluminum mailboxes, aluminum alloy wheels, and rear suspensions from the lighter weight of products. In terms of earthquakes, GAC Hino has made a lot of efforts to improve its own products.
XCMG: The New Army's excellent performance in five years to turn a profit into a deficit <br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br> In 2013, XCMG’s car sales reached 1.5 billion yuan, an increase of 500 million yuan over 2012.
XCMG's R&D in products has developed rapidly over the past five years, and in 2013, the upgraded version of the Xiaolong T platform, high-powered trucks, dump trucks, and concrete mixer trucks were launched. Before the end of 2014, XCMG will form a diversified and three-dimensional product structure featuring Z series, K series, T series, and a new generation of products, featuring low, medium, and high grades.
In 2014, the new heavy truck base in Xuzhou will soon be put into trial production. The annual budgeted sales revenue will be 2.1 billion, and heavy truck sales will exceed 6,000 units.
Joint Truck: Unsatisfactory Sales, High-End Hard to See "High"
In 2013, the combined truck sales are expected to reach 7251 units in the year, and the terminal sales volume is 5,019 units. The sales volume has increased by more than 120% year-on-year.
Since the beginning of the joint truck debut, it has established itself as a "high-end brand". It claims to adopt a new platform that is independently developed and synchronized with the world's mainstream heavy trucks. It is a new generation of smart, efficient heavy trucks. In the flagship model U460 pricing is also very "high-end" - 68.8 million yuan, and foreign brands have a fight on the price. However, sales have not been satisfactory.
In 2014, the joint trucks will be piloted in 15 provinces and regions, and will strive to complete 10,000 sales targets through various channels and measures in 2014. LNG heavy trucks plan to sell 6,000 vehicles, accounting for 60% of the total target.
Bei Ben Heavy Duty Truck: Sales dropped sharply in the past. In 2013, the sales of Bei Ben Heavy Duty Trucks fell sharply, which was less than half of the 35,000 sales target at the beginning of the year and was down 26.6% year-on-year. The root cause is the irrational product structure. Shao Jingkun, general manager of Beiqi Heavy Truck Marketing Co., Ltd., said that due to the stagnation of open-pit mines in Inner Mongolia and other places, the sales of Hangtu dump trucks, which are the top products of Bei Ben Heavy Duty Truck, have declined. Therefore, Bei Ben’s adjustment of product structure in 2014 is also considered. In addition, not only has the sales volume been set at 25,000 units in 2014, but also it has stipulated in detail 6800 tractor units, 31% of total sales, 8800 dump trucks, 40% of total sales, and 2400 gas vehicles. , which accounted for 11% of the total sales, special vehicles and trucks accounted for 9% of the total sales.
Volvo: Cooperating with Dongfeng. Start-up advertising video. Popular network At the end of 2013, a video of Shang Ge-Wunton performing "Word Horse" was madly transmitted on major video websites. At the same time, everyone was amazed at the fact that Chancellor-Eagle was not old. Also lamented that "Volvo's car is really stable." So the focus of corporate publicity has been effective - Volvo's dynamic steering system. Combining the interpretation of advertisements such as “beauty walkersâ€, “battle chasing trucks†and “hamsters driving trucksâ€, the “light and steady†features of the technology have been fully demonstrated, and we no longer interpret this technique in detail. . Afterwards, various kinds of “word horse†videos emerged in an endless stream. Volvo promoted product advertisements and led to a wave of “word horsesâ€.
Scania: The STREAMLINE listed direct-operated store opened 2013 The biggest thing for Scania is probably its new STREAMLINE listing. This time, the Scania specializes in pre-market research, according to the results of the survey. The new STREAMLINE used the G-Chassis + HIGHLINE Cab in the Chinese market. At the same time, the opening of the Guangzhou Direct Store opened Scania's era of direct marketing in the domestic market.
At the same time, the award of Scania heavy trucks with a mileage of over 3 million kilometers is a strong testimony to Scania's excellent product quality assurance. Scania also announced that it will establish two categories of gold and silver awards and body signage for Scania heavy trucks with a mileage of 3 million and 2 million kilometers in the Chinese market.
“Guangzhou direct-run stores means that we can be closer to our customers in China and have a deeper understanding of the Chinese transportation market,†said He Mochi, representative of the Scania China Strategy Office.