In the spring of 2016, SAIC Iveco Hongyan (hereinafter referred to as SAIC Hongyan) embarked on a “V-shaped†reversal, and the growth rate in February was as high as 76%.
Why did SAIC Hongyan have such a big change in early 2016? What is the power behind it?
In mid-March, the spring breeze touched Chongqing and the flowers bloomed quietly. In SAIC Hongyan's factory area, I saw Yang Hanlin, SAIC's general manager of Hongyan.
Sales growth is critical to dealers
Yang Hanlin always smiles and tells the author about the status of SAIC Hongyan.
"Now we have a good dealer status. Everybody's energy is very good. Of course, our base was very low last year and it was also a factor in this year's recovery." Yang Hanlin said.
In January this year, sales of SAIC Hongyan rose 1%, and sales in February rose by 76%.
In Yang Hanlin's view, the most important reason for the increase in performance at the beginning of the year was the increased enthusiasm of dealers. Yang Hanlin announced at the 2016 annual marketing conference that he would personally handle sales. In fact, the most important part is to personally catch dealers. Now, every month, Yang Hanlin has to communicate directly with many dealers, dealers can also directly find Yang Hanlin.
There are more and better products to sell <br> <br> communication mechanism in addition to more smoothly, SAIC and Hongyan is how the enthusiasm of dealers to improve it?
In response to this problem, Yang Hanlin once stated at the 2016 Marketing Commerce Annual Meeting that this year, SAIC Hongyan wanted dealers to do the following: “There are cars to sell, cars to sell, and money to make.â€
SAIC Iveco Red Rock
Yang Hanlin explained that selling a vehicle means that the company is actively responding to user requirements and providing the vehicle models needed by users in a timely manner. This year, SAIC Hongyan keeps a close eye on market changes and user needs and responds quickly.
“Our sales structure is more flat and decision-making is faster. What problems the region now has can be directly reflected to me. If we need to solve it, we can immediately coordinate and make decisions.†Yang Hanlin believes that SAIC’s products are from Technically or qualitatively, it ranks among the top in the industry. The biggest change this year is that the products will be closer to the market, and the speed of product improvement that suits the needs of the market will be greatly improved.
In addition, it is the speed with which new products are launched. "Strive to launch a new product every quarter," Yang Hanlin said.
“To sell cars is to increase dealers’ sales capacity. This year, our dealers’ capabilities in various aspects are also improving. For example, we constantly expand customer resources, transform from dealers to dealers, and transform marketing models to increase competitiveness; The various services supported by dealer marketing are also being strengthened."
In the end, the dealer must be able to make money. Yang Hanlin said that the dealers selling red rock trucks should earn money. For this reason, Hongyan also gave distributors a better business policy this year.
"It is precisely in the three aspects of car sales, car sales, and money making that have made great efforts, so this year has achieved relatively good growth, dealers are also very active." Yang Hanlin summed up.
SAIC Iveco Red Rock
The score is inseparable from last year's efforts
However, Yang Hanlin also pointed out that this year, the growth in sales volume, both the effect of some policy adjustments and process reengineering this year, is also inseparable from last year's many efforts.
“This year, the state strongly advocates destocking and cost reduction. We started doing this work last year. Last year, the shareholders’ leaders demanded that Hongyan go to inventory and reduce fixed costs. Therefore, last year laid a better foundation, this year there will be Better performance of the market. Now, there is no stock car Red Rock, it is easier to walk up." Yang Hanlin said.
Returning from Chongqing, I met a dealer at SAIC Hongyan. The manager told the author that he could clearly feel that the development of SAIC Hongyan is going well. “This year Red Rock is expected to double its sales volume.†The dealer made such bold predictions.
SAIC Red Rock, this year really want to stand up? Expect……
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