The new strategic layout of Foton Motor, the commercial vehicle market is full of force - perspective on the use of "marketing eye" million off the Futian Foton Motor is a listed company with a good corporate governance structure and modern enterprise mechanism, engaged in a full range of trucks, all The production, distribution, and service of passenger cars for passenger cars and SUVs is one of the major automakers in China. In the 50th anniversary of the Chinese auto industry's selection, Foton Motor was named as “the fastest growing and best growthâ€. The company, Foton Motor began production of commercial vehicles in the second half of 1998. In the past six years, Futian Automobile Co., Ltd. has built a million-year history. The production and sales of 1 million commercial vehicles took place in China. This is a miracle in the history of Chinese automobiles. Looking at the development history of the Chinese automobile industry, It has also taken 30 to 40 years for major auto makers such as FAW and Second Automobile to produce 1 million vehicles. The shortest time has also been 12 years, but the 1 million cars produced by these manufacturers are not all commercial ones. The car, and today Foton Motor produced and sold 1 million commercial vehicles in just six years. These commercial vehicles are not the same as other vehicles. Futian’s commercial vehicles are tools and are the main tools for accelerating the realization of a well-to-do society in China and have played an important role in promoting economic development. Foton Motor accommodates every corner of China's economic life. The senior leaders of Foton Motor objectively evaluated the remarkable achievement of the 1 million automobile off the assembly line: “It proves that Futian's corporate development is healthy, stable and sustainable, contributes to the society, and boosts the take-off of the local economy. Successfully reorganized 10 state-owned enterprises, invigorated more than one billion assets, and effectively solved the employment of tens of thousands of people.†When it comes to Foton Motor, consumers are familiar with its Auman, Ao Ling and other trucks. series. Recently, Fukuda's Euro V bus was turned into a competitive enthusiasm for the big market. What is Fukuda's intention? How does the Euro V bus affect the big Chinese market? A series of issues such as the landing of the key regional market in Europe and V. have emerged. The author analyzes some of the listed issues from a marketing perspective in order to deter consumers. The core competitiveness is derived from the core technology. At present, there are more than 140 large and small passenger car manufacturers in China, and so many manufacturers will inevitably lead to product homogenization. In the area of ​​transmissions and axles for important parts of passenger cars, most passenger car companies currently use foreign products directly. Judging from the current production status of small and medium-sized bus manufacturers, most of them are assembling and welding after purchasing spare parts. These bus companies lack core R&D technologies and cannot develop rapidly without the core competitiveness in the highly competitive bus market. As a latecomer to the Chinese bus market, the Euro V bus has its core competitiveness due to its competitiveness. According to the Deputy General Manager of Euro V Bus Gao Lin, Futian Automobile invested several billion yuan in R&D funding. Nearly 100 experts and professors at home and abroad are invited to form the Euro V Bus R&D team to research and develop product technology. Foton Motors collects talents from elite passenger cars across the country, avoiding unnecessary difficulties and setbacks on the road of self-finding. It can quickly integrate with mainstream domestic bus manufacturers in the shortest possible time. Futianou v bus platform, modular, serialized production model effectively improved the product quality and stabilized the production organization. The marketing concept is based on the brand. At present, Foton Commercial Vehicle has a rising market share in key regional markets in the country, and it has ranked second in the industry in the shortest period of time. The company decided to carry out charity activities and donated money to students. Feeling passionate, they have expressed that they must complete this glorious mission with the fastest speed. Driven by the company's strong operating capabilities, Foton Commercial Vehicles maintained a rapid growth of more than 50% in the first half of this year, and they have made remarkable achievements in all brand areas. The market share of Foton Auto's "Auman", "Surfing", "Alpha", and "Ao Ling" continued to increase. The "Time" brand overcame the influence of unfavorable factors such as steel price increase, and it still achieved more than half of the time. Over half of the mission's good performance has continued to maintain its "leader" status. In particular, after the “Auman†brand broke through high peak season, Foton Motor actively built a service platform, rationally adjusted its marketing service network, and double-strengthened it at the strategic and operational levels, making Auman created a “miracle†for domestic heavy truck industry operations. In the first half of the year, sales of 17,673 vehicles were realized, which exceeded the sales volume of the previous year and increased by 170.4% over the same period of last year, which was 10 times the average growth rate of the industry. The fleeting popularity of commercial vehicle sales made Foton Motor quickly rank among the top five commercial vehicle groups in the country and became a well-deserved first-tier member. Once a well-known domestic economist inspected Foton Motor's post-evaluation, he said: “Fukuda Motors has entered the right industry at the right time and in the right place.†The development objective of Foton Motor is always to be one step ahead and to create a market. As a unity of functional value and sentimental value, Foton Motor's introduction of BIS seems to be one step ahead of the brand market leader. With the development of the national economy, the "Engel" coefficient of consumer spending is getting lower and lower, and people's purchasing power is getting stronger, which is accompanied by an increase in brand awareness. There is not much time for Chinese companies to establish brands, but the differentiation of products is getting smaller and smaller, and the effect of communication is worse and worse. Because the customer's brand choice has 'exclusively limited', with the increase of car brands, the intensification of competition, the brand will indeed strongly influence people's final choice of products. After years of rapid development, many local companies including Foton Motor have changed the relationship between the original logo and the brand strategy. Enterprises need to replace the logo to update the visual identity, and even rise to a comprehensive brand image recognition. Established to adapt to market changes. Let us wait and see how Foton Motor will seize the terminal market to build a commercial vehicle kingdom in its future business strategy!
View related topics: Beiqi Futian, Futian Automobile brand value of 22.157 billion yuan
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