The implementation time of the National IV emission standards has been delayed due to problems such as oil quality and diesel engine technology. From July 1 this year, China will formally enter the "National IV era." Compared with Sinopec’s position that it has been “lagging†in the supply of full-scale IV standard oils since 2014, the recent National Service Skills Competition for National IV and natural gas engines held by Tin Wood has become “progressiveâ€.
After the national election in April, from May 9 to May 10, the Xichai “Core Care Service†brand launch conference with the theme of “Service brand, skills exhibition†was held in the finals of the National Service Skills Competition. The technical elites from 30 service stations across the country, with China IV and the breakdown of natural gas engine vehicle troubleshooting as the competitive content, launched a pinnacle of duel with a superb interpretation of the connotation of Xichai's “core core serviceâ€.
Why does an engine manufacturer specifically launch a service brand? In 2012, China’s car sales ranked first in the world, and its car ownership reached 130 million units, which ranks among the top in the world. Correspondingly, service complaints accounted for 23.8% of the total number of complaints in 2012, and the service attitude, personnel skills, and service fees were outstanding. There are various signs that the competition in the auto market has shifted from product competition to brand competition and from price competition to service competition.
As a China diesel engine industry's oldest state-owned enterprises, the plant 70 anniversary, Xichai decided to open the industry precedent, the introduction of the first engine manufacturing service brand - "fine core services." To make such an "alternative" decision, Xi Chai did not blindly follow the trend, nor was it grandstanding, but made solemn decisions based on his own and industry development considerations.
From the market point of view, the quantity of Xichai's products is close to 4 million units, ranking first in the diesel engine industry, involving trucks, buses, construction vehicles, and agricultural machinery. Therefore, with “excellent, lean, and sincere†as the brand value appeal point, we will build an all-round “recruiting core service†brand and provide users with better services. Xichai is obviously responsible for it.
In many years of actual combat, Xichai has formed a professional training mechanism, including a perfect training system, a professional technical training base, and a leading product training system. Xichai also has a complete three-level service management, which provides comprehensive and professional management from three levels: service experts, service managers, and service technicians. The continuous improvement of service system construction and constant accumulation of user word of mouth over the years required sublimation to become a symbol of strong identification, and the result was the birth of a “core core service†brand.
In addition, the most complete service network for the diesel engine industry built by Xichai is also the basis for the “core core service†brand. Xichai has more than 1,500 service stations nationwide with an average service radius of less than 50 kilometers. Xichai also has 27 parts center libraries, 92 franchised stores, and 70 special distribution outlets throughout the country. It can quickly and accurately respond to every request from service stations and users. All these provide guarantee for the birth and landing of the brand.
Xichai 's service brand awareness does not come overnight. In fact, as early as the second venture, Xichai proposed the goal of "service branding", launched "service caravan", "quality of the north and south travel" and other special services, and established a good reputation among users. In 2010, in formulating the "Twelfth Five-Year Plan", Xichai once again clearly proposed to create "national brands, high-end power," form a unique service, establish a user reputation, and increase the premium capability of the Xichai brand. As a result, 2011 became the first year of Xichai's "brand building." Building a service brand has become an important part of Xichai's corporate brand building. Xichai's "fourth venture" began with this.
No wonder, faced with the guests present, Xicai party secretary Cai Zhenfa can not hide his excitement: "Today, the 'core service' brand is officially released here, will become a new starting point for Xichai's 'service brand'!"
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