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On December 20th, 2010, FAW's liberation 2011 business conference was held in Chengdu on the basis of sturdy foundation, long-term prospects, grab share, and contending for the first time. FAW Group Corporation, FAW Jiefang Company leaders and many liberated agents, and services Business and special vehicle partners gathered together to open a new marketing plan for 2011.
In 2010, driven by favorable factors such as macroeconomic growth, increased investment in fixed assets, and continuous growth in the total volume of road freight, the medium-heavy truck market has continued to grow. The total demand for the year has reached a record high. Facing unprecedented fierce market competition, FAW's liberation marketing system has improved and improved on the basis of the Qianyi Foundation. It has seized the main line of marketing work with multiple win-win results and numerous pragmatic and efficient marketing initiatives. Once again, it has achieved market success in the industry and freed up brand market share. It reached 20.3%, and the total sales volume of heavy trucks in FAW Liberation China reached 260,000 units. Sales volume hit a record high. At the same time, the annual growth rate of 56% far exceeded the industry's growth rate, leading the truck market and achieving a new breakthrough in FAW and liberation.
In the main product camp of FAW Jiefang, only J6 heavy trucks have created sales achievements of annual sales of over 60,000 vehicles, and have firmly consolidated the market position of heavy truck sales, becoming a benchmark for sales volume and value in the heavy truck market. The liberation of the 11-liter series of products, the Deutz series products and the Liberation J6 special-purpose vehicle series all exhibited a good growth trend, which led to the overall improvement in the liberation market awareness and reputation. Accurately grasp the user's differentiated demand for product performance and price, liberate Changchun Base and Qingdao Base to integrate superior resources, build a product portfolio that closely matches the market demand characteristics, cover a comprehensive product camp and differentiate product advantages, and promote market share segmentation. The overall improvement.
FAW Liberal has continued to build its core strengths in independent R&D, manufacturing, and marketing services; the liberation marketing system quickly adjusts its strategy under the ever-changing market; liberated products have high adaptability to the Chinese market and forward-lookingly meet the diverse needs of users. The rapid development of the liberation of the autonomous system has become a solid foundation for the liberation of the market.
In 2010, emancipation continued to increase its marketing capabilities, and the scientific and timeliness of marketing strategies and means continued to increase. Through the establishment of professional marketing management model, the liberation of the marketing system for the study of the various market segments more in-depth and meticulous, the market demand structure and change trends more accurate grasp. In 2010, the marketing system shifted from sales-oriented goal-oriented to share-based goal-oriented, and each level of share target became the main basis for measuring the effectiveness of various aspects of the marketing system. All tasks of the liberation marketing system were combined with market demand, structure, and competition. Science, close. In 2010, through the research and development of market forecasting methods, the liberation forecasted market demand trends more accurately, providing strong support for marketing target formulation, terminal market guidance, and seizing market opportunities.
In 2010, FAW Jiefang Shi implemented a network layout strategy of one store, one county, one station, and multiple shops on one street to achieve an initial breakthrough in the development of network layout. Drive network market competitiveness and customer retention capabilities. At the same time, the liberation marketing system has enhanced the marketing capabilities of the marketing network, customer development capabilities, and corporate management capabilities by conducting hierarchical and systematic training and specialized training and sales and service technology competitions. Through the continuous improvement of the network layout and continuous improvement of the core capabilities of the network, the market competitiveness of the e-liberation marketing network has been significantly enhanced.
In 2010, liberation services took advantage of service policies, improved timeliness of services, improved user satisfaction as the main line of work, implemented service management and moved forward, and tried its best to build a brand-new service system led by prevention and maintenance. Through the rationalization and improvement of Operation Procedures, strengthening of internal analysis and evaluation, and implementation of corresponding incentive policies, we will accelerate the implementation of various preventive maintenance policies such as pre-sale inspections, heavy-duty self-unloading resident services, and three free inspections. Through the establishment of six major storage bases in Changchun, Tianjin, Wuxi, Xi’an, Chengdu, and Guangzhou, implementation of forward shift of spare parts will make the spare parts resources closer to the end market. Operation of spare parts plan logistics delivery timetable, increase the frequency of ordering to the spare parts center, implementation of punctuality supply, improve the timeliness of supply to the spare parts center; at the same time, try the "door-to-door" delivery of service stations in Wuxi, Hangzhou spare parts center Improving the timeliness of availability of the spare parts center to the service station. The continuous innovation of the liberation service system has effectively safeguarded the operational interests of the majority of users, and at the same time provided a powerful support for more emancipatory marketing and brand reputation.
Looking back at the Eleventh Five-Year Period, the liberation of FAW left a flash of development. Liberated products achieved breakthroughs and development in heavy-duty, and continued to lead the trend of the industry; liberated technologies continued to make new progress and new breakthroughs, which provided a strong driving force for the development of self-owned brands; liberated marketing and service adhered to the needs of Chinese customers. Closely connected to become a business partner who lives in peace with the user; Liberation of the brand as the foundation of FAW's independent business, in the journey of China FAW to become stronger and expand its own business, has been unprecedentedly broad space for development. In the 12th Five-Year Plan period, China FAW will invest RMB 19 billion in R&D on the basis of investing RMB 12.91 billion in the 11th Five-Year period. By 2015, China FAW will have more than 4 million units of auto sales, of which autonomy will exceed 50%. According to the product plan of China FAW during the 12th Five-Year Plan period, FAW Liberation will obtain more comprehensive independent research and development support. Key technological areas such as engines, transmissions, chassis and automotive electronics will usher in more independent scientific and technological achievements. Taking this as an opportunity, the cause of liberation for independence will usher in a crucial stage of development.
According to the latest research report, the next five years of the 12th Five-Year Plan period will be the golden period for the heavy truck leading companies. With favorable market prospects, in 2011, FAW Liberation will continue to follow the development goals of the Group's three-year improvement plan and the five-year plan, with a long-term foundation, long-term prospects, strong share, first-to-market, market-oriented, and user-oriented. The center will play steadily and steadily. It will create a new leap for the group and emancipatory cause.
For the leading products of 2011, the person in charge of the FAW Liberation said: In 2011, liberation will comply with market demand, expand the market share of heavy trucks, and increase investment in 11L and 13L products. At the same time, it will promote the replacement of medium-sized vehicles and increase the market share of special vehicles. For the J6 platform products that are currently selling well in the market, Liberation will successively introduce new technologies such as AMT and new braking systems, and upgrade them to further enhance the handling and energy-saving of J6 products. Relying on numerous outstanding technical achievements, the liberation of the brand will show a more robust development. In 2011, FAW Jiefang will increase its R&D investment, improve its independent innovation capability, develop its own brand, and enhance its international competitiveness. At the same time, the liberation will accelerate the pace of energy-saving emission reduction and the development and utilization of new energy, and strive to make the product's emission standards go in the forefront of the industry. Following the rapid development of the logistics economy, Liberation will continue to strive to explore a sound operating model that suits China's national conditions; and continue to create new value for customers with excellent products and services.
At the same time, in the face of overproduction of domestic trucks and a fierce market competition environment, FAW Liberation will also step up the “three-year reforms†process, further implement the improvement results of the operational aspects of its own battle lines, and improve the competitiveness of independent product competitiveness. While achieving absolute leadership in China, we will continue to implement the strategy of expanding overseas markets. At present, FAW Liberation has established a relatively complete sales and service network in 11 African countries and basically covers the African continent. After more than ten years of hard work, the liberation brand has gained a high reputation in the local area.
Inheriting the genes and mission of independent development, liberation of the brand has a unique and representative significance in the industry; with the steady implementation of China's FAW Twelfth Five-Year initiative, the future performance of the liberation of independent brands is particularly worth the wait; we have reason to believe that Under the marketing plan that emphasizes share objectives and basic capabilities, FAW Jiefang will continue to demonstrate strong market competitiveness in 2011 and will exert greater thrust on the overall development of the industry.