FAW Xichai: Enhancing Brand Reputation with Terminal Experience

October 26, 2014, FAW Wuxi Diesel held FAW-GM Hongta dealers "pre-owned network straight" Conway country, four key areas of product launches, joint Yunnan, Guangxi, Guizhou, Guangdong and Sichuan for the light truck market in Kunming, Yunnan The country’s four emissions upgrades will be exchanged. At the event, Li Yuxiao, general manager of FAW Xichai Sales Co., Ltd., received an exclusive interview with the China Truck Network reporter and elaborated on the planning and brand development of FAW Xichai in terms of product promotion.

"Continent forward" Conway four product promotion

Under the guidance of the transformation and upgrading strategy of “Transition from Learning to Innovation” and “Transition from Technology to Leading”, FAW Xichai has continued to innovate in technology and continuously upgrade its products. . Li Yuxiao said: Brands need to build on core values. In the process of building a brand, it is necessary to focus on this core value, from the corporate publicity to the actual use of the user's feelings should be highly consistent, and to maintain this consistency is to build a brand basis.

Build brand effect with product technology advantage

FAW Xichai’s fourth national product has a good news in the autumn market. From January to September 2014, FAW Xichai Guotai Diesel Engine sold 30782 units, an increase of 1601.6% year-on-year. At the same time, Aowei State Fourth Diesel Engine sold 23,158 units, an increase of 1509.3% year-on-year. Conway's four diesel engines were in 12 major supporting factories. Share increased by 2.7%. Behind such a strong market growth is not unrelated to the marketing promotion of FAW Xichai, but also thanks to Xichai’s efforts in brand building in recent years.

Li Yuxiao, General Manager of FAW Xichai Sales Co., Ltd.

In the layout of the three major product brands of FAW Xicui Aowei, Hengwei, and Conway, the Aowei engine that matches the heavy-duty truck represents the trend of the engine technology. Its advanced nature and complexity are relatively high and receive more attention. Li Yuxiao said: “For the positioning of the three major product brands, Aowei Engine is positioned in the leading position in the industry, its power, reliability, and economy are all in the leading position in the industry; Hengwei and Conway are positioned in relatively high-end products. A certain performance surpasses the opponent, while others are roughly equal to similar products."

Strengthen brand building with terminal interactive experience

In the national four product market layout, the promotion of FAW Xichai in the terminal market is reflected in the interactive experience. According to reports, in 2013, FAW Xichai had made 11 presentations to OEMs of Aowei 11L engines prior to vehicle manufacturers. Based on matching the layout of Jiefang trucks, it strengthened the brand awareness of Xichai Aowei in weak market areas; The product advantage area promotes the user's upgrade, for example, the user who originally used the Xichai 9L machine upgrades the 11L machine. From these two perspectives in 2014, FAW Xichai continued to conduct 40 promotion conferences across the country to conduct face-to-face communication with users and explain in detail the advantages and disadvantages of Xichai Engine.

In the light-card market, the annual sales volume of about 2 million units of market capacity has caused the diversity of user choices due to the characteristics of China's vast geographical market. Li Yuxiao pointed out that the Xichai light engine entered the market from 2006 to the present and has sold more than 1 million units so far. This is due to the fact that Conway products have a certain degree of adaptability to users and working conditions in various places, and the service system has been relatively complete. It also meets the differentiated needs of end users.

FAW Xichai Core Service

The service experience is one of the important support points for the brand experience of users. Li Yuxiao said in an interview that the service network layout of Xichai products is relatively complete, and the emphasis is currently on improving the skills of service personnel. As the product is upgraded to State IV, the original Conway System Service Station's ability to repair the National Diesel Engine has yet to be improved. From January 2014, FAW Xichai conducted nationwide training within the country. So far, it has completed tens of thousands of trainings and involved more than 1,000 outlets. Up till now, there are 900 service outlets that have the ability to maintain four national services. .

For end-users, teaching-style indoctrination methods can no longer meet their knowledge and understanding of products. OEMs and OEMs have been paying more and more attention to the interactive experience with users, organizing test rides and other tests in marketing. Li Yuxiao said that in response to the Fourth National Product Promotion Conference, FAW Xichai was deployed from three levels: First, the core dealers went into Xichai, organized the core dealers in each region to visit and inspect the Xichai plant, and The personnel at all levels of Xichai conduct face-to-face exchanges to understand the company's corporate strength, and to perceive the strength of Xichai from product R&D strength and production quality control to sales and after-sales service. The second is to organize training of first-level dealers of supporting manufacturers in various provinces and regions, introduce the advantages of xichai products to distributors, organize test drive by test, and perceive the performance advantages of Guosi’s products; third, the promotion at the user level, Xichai’s The city unites with the local core dealers to organize light truck users to explain the advantages of the Conway IV product, compare the engine with competing engines, and organize users to test drive.

FAW Xichai national brand high-end power

In response to the three-level interactive experience marketing promotion of Conway Four Series products, Li Yuxiao summed it up: “Through these promotions, FAW Xichai has placed the user’s first-hand experience and feelings in a more important position, and has taught and inculcated Differently, the current promotion focuses on user experience and trials, and focuses on the consistent performance of product performance and user experience.”

In the exploration of brand development in recent years, FAW Xichai focused on brand building at the user level. Through face-to-face communication with end-users, it promoted the in-depth knowledge and breadth of branded products, and focused on users and communicated brand quality. The core values ​​of energy efficiency, innovation, and symbiosis promote brand building and development.

As the “DNA” of a brand, brand core value is the most unique, core, and most time-continuing element of a brand. Li Yuxiao emphasized that brands are built on their core values. Focus on core values ​​to produce products, spread brands, and ultimately allow users to perceive products to create a perfect brand. Starting from this concept and continuing the promotion model for the three major levels in 2014, FAW Xichai will continue to organize and promote the interactive activities at the terminal level of Conway's fourth-generation products in 2015. We will continue to rely on the brand to establish a foothold in the market and win trust with products and services. Continuously build the corporate vision of the high-end power of FAW Xichai National Brand.

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