When the market is down, it is time to test the marketing skills of the company. At this time, price reduction promotion and price warfare are the most common and common ways, and they can often play a role in a certain period of time. However, this method is generally accepted as the next measure. The so-called “one enemy hurts oneself, and one loses eight hundred,†and in the opinion of a truly capable and competent enterprise, such a loss-making business that can only take effect in the short term cannot be done. In addition, customers who rely on price wars are often not strong enough. If there are lower prices, these customers are likely to switch to his home immediately.
In fact, a loyal customer base is one of the foundations for the company's continued development and growth. In the off-season, maintaining an existing customer relationship so that it will not be lost is one of the important tasks of the company. On this basis, if we can go further and adopt effective marketing methods to win the trust of more customers and quickly turn them into loyal customers, then we are truly a smart marketing tool.
Weichai Bus Power's "Million Kilometer Customer Club Activity" is such a good marketing tool.
Since its official establishment in September of last year, Weichai Coach Power's “Million-Kilometer Customer Club Activity†has been carried out in many places across the country. Through the way of exhibitions and exchanges, millions of kilometers of overhauled customers scattered across the country have been brought together to demonstrate The effect, from point to point, from near and far, while maintaining loyal customers, also expands Weichai's brand communication and influence, and thus promote product sales.
In the engine industry, this form of club concept resembling the marketing of cars is innovative. First of all, to a certain extent, human beings are perceptual animals, and the relationship between human beings depends mainly on emotions. The relationship between enterprises and customers is the same. Substances can satisfy people, and sincere communication of emotions can conquer people, and continuous communication and communication. Treating customers sincerely will make the relationship between enterprises and customers stronger. Through the form of club activities to strengthen communication with customers, we can build a firm loyalty to customers. In times of sluggish demand, these customers may not update and purchase passenger car products for a while, but with the feelings of the company, once there is demand, these customers will not hesitate to make choices.
Secondly, although today's society has entered the information age, brand communication and marketing methods have been varied, but customers in the commercial vehicle industry, especially the passenger car industry, still believe that word-of-mouth communication is an ancient and traditional way of dissemination. They believe and pay more attention to it. Peer to product experience. The Weichai Bus Power Million Kilometer Customer Club is such a direct and effective user-to-user portal communication platform.
At the same time, although it has long been a leading player in the engine industry, over the years, the impression that Weichai has placed on the industry and users is second to none in the field of heavy-duty trucks, and it has become a leader in the field of large displacement engines. It is the direction that Weichai has been working hard in recent years to make bigger and stronger buses and fill up the short board of medium and low displacement engines. To do this, we first need to reverse the entrenched and intrinsic ideas of our customers. The club also played its due role in this respect. Through the case sharing of typical customers in many places, the reliability advantages of Weichai products were transmitted through direct word-of-mouth communication among customers, and the customers of medium and low displacement engines of Weichai were driven. Recognition and sales. According to reports, the Weichai 6-litre/7-liter engine has entered a period of rapid growth, and the 4-litre/5-liter engine has also completed the market introduction and will enter the growing period.
For customers, what they value more is the communication platform provided by the club activities. With the constrained shrinkage of long-distance passenger transportation, short-distance passenger transport cakes being robbed, and rising costs of oil prices and manpower, the cost savings through fuel consumption reduction and other means can no longer meet the needs of passenger car users. Pursuing transformation and getting out of difficulties is their top priority. This is a major challenge facing the passenger transport industry. The Million Kilometer Club provides a platform for these customers to share experiences, experience and brainstorming, and it is just as urgent for customers. This hidden value-added service and the superior club member preferential service policies and other value-added services to meet the deep needs of customers, is also a practice of Weichai to implement customer demand-oriented strategy, providing a full life cycle service.
From a deeper point of view, Weichai Bus Power's “Million-Kilometer Customer Club Activity†spreads Weichai products indirectly, and indirectly promotes the technological advancement and upgrading of the industry. It has always been a relatively long process from the birth of new technologies to the acceptance and large-scale use of users, which has led the market to lag behind technological development. In 2007, Weichai took the lead in the 10-liter engine to promote low-speed power in the country, which drove a thorough upgrading of the 12-meter vehicle in the domestic passenger car industry. “We are now the first among medium-sized passenger cars under 11 meters to promote low-speed power. We hope that through continuous promotion, we will implement low-speed rotation in the full range of China's passenger car industry, and thus promote the upgrading of energy-saving and environmental protection of domestic passenger cars.†Weichai Power Bus Sales Company General Manager Liu Xianyi said.
Weichai is the vanguard of the internal combustion engine industry and has a strong technological R&D strength. Introducing new technologies directly to customers through the form of customer clubs, shortening the time for end users to understand new technologies, not only speeding up the docking of new technologies and markets, shortening the time for new technology promotion, but also driving the whole process in reverse through another approach. The depot will apply new technologies as soon as possible to promote the upgrade of the passenger car industry.
At the same time, the "Chinese Dream" is now a popular vocabulary for everyone. It is the dream of every Chinese and also the dream of every Chinese company.
At the beginning of the Xiamen Global CEO Conference, Weichai Chairman Tan Xuguang proposed to realize “Wushi Chai Mengâ€, which means to achieve a century-long enterprise and enter the world’s top 500 companies. It is the backbone of national rejuvenation, the driving force of technological progress, and the value of employees. Through Weichai Bus Power's "Million-Kilometer Customer Club Activity", we gathered a million-kilometre customer from Weichai across the country to form a "fire of the stars" to form a powerhouse of the prairie fire, promote the upgrading of passenger car power, and promote industrial progress and national car through technological advancement. Industrial advancement is an effort to realize "The dream of Weichai". It is an action to practice the "Chinese dream," and it is also Tan Xuguang's corporate responsibility and social responsibility that he hopes Qichai will shoulder.
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