Recently, FAW Liberation announced that the company sold 200,000 cars in 2011, including 880 million yuan in spare parts sales, an increase of 49% year-on-year.
Liberation Aowei
In 2011, FAW's liberation implementation was a marketing of the line, which formed a series of four product lines: traction, cargo loading, dumping, and special vehicles, and built a specialized marketing management model. On the basis of market segmentation and product positioning, the marketing of the line has brought the whole process of marketing management such as market analysis, marketing planning and product promotion closer to the needs of users.
The promotion and application of tools such as 4P+2S and Simultaneous Analysis of Brand Aids will improve the scientific and systematic analysis of the marketing of the liberation marketing of FAW and provide strong support for marketing decisions. The organic combination of the order system, the electronic tag vehicle tracking system and the GPS monitoring system shortens the delivery period for liberating commercial vehicles and shortens the delivery time of spare parts.
Actively promote the "market to the city, service to the county, spare parts to the street" network development layout has also received good results. In 2011, FAW liberated 30 new distributors and agents, and 28 new service stations. Among them, there are 11 new sales outlets in the western region and 6 service outlets, all of which have played a good role in the liberation of products and sales of spare parts by FAW.
It is estimated that the total demand for heavy trucks in the industry will be around 1.1 million units in 2012, and the target for FAW Liberation is to reach 210,000 units. FAW Jiefang will use 4P+2S tools in various market segments to accurately grasp the end market competition, implement effective marketing strategies, and improve the marketing system's terminal market development capabilities.
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