Director of Marketing, Nanjing Iveco Automotive Sales Company, Ge Zhenyu
“The second and third-tier markets have become a must-win for auto companies,†said Ge Zhenyu, director of marketing at Nanjing Iveco Automotive Sales. For Nanjing Iveco, as a multi-purpose commercial vehicle, there is ample room for growth in the secondary and tertiary markets. Ge Zhenyu introduced their marketing strategy: establishing a central channel in the primary and secondary markets and radiating to the secondary and tertiary markets. The specific performance of the following aspects: First, deal with the distribution of interests in the primary market and the second and third markets. Second, improve the terminal marketing capabilities of the secondary and tertiary market channels. Third, set a reasonable service radius, and use 50 km as a service radius to increase the speed of after-sales service. They advocate the "warm 360" service brand, the connotation is to provide customers with all-weather, all-round intimate services. At the same time, it reflects the versatility of Nanjing Iveco's products, covering “three hundred and sixty linesâ€.
Nanjing Iveco also launched customer care activities focusing on old customers. “We are an early domestic company that has been synchronizing the introduction of European advanced automotive technologies. Since the launch of its products, there have been more than 200,000 customers. These old customers are also our promoters, affecting potential customers. During the Top 100 Tour, we added Great interaction with customers, focus on customer experience for the product." Ge Zhenyu said.
Ge Zhenyu believes that in the current financial crisis, for commercial vehicle manufacturers, the most pressing issue is to launch products that target the secondary and tertiary markets. In addition to meeting the individual needs of the market in terms of configuration, it is also necessary to introduce corresponding customer care marketing methods from the service side. In terms of channels, commercial vehicle production enterprises should gradually shift to cities in the central and western regions in order to stabilize the eastern market and open up markets in the central and western regions.
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