Dongfeng Commercial Vehicle Accessories continues to provide users with a rising position

When the vehicle companies began to pay attention to the accessories market and do articles, what kind of process has Dongfeng commercial vehicle accessories experienced? How will it develop in the future? The reporter made an interview with Wu, the company responsible for the promotion of the accessories business.

Exploring Innovation to Find the Road to Parts Management

“You can know how long the past will know how far the future will be.” Looking at the history of Dongfeng commercial vehicle accessories business over the past 20 years, it can be roughly divided into three phases.

In the late 1990s, Dongfeng Commercial Vehicles, which were still in the stage of planned economy, had to adopt a “putting tigers down the hill” strategy for parts and components production units due to the excessively cold market reaction. Due to the uncontrolled supply channels, it is difficult for Dongfeng’s formal accessories to achieve synergy in a complex market.

Dongfeng commercial vehicle Yunfeng service station parking genuine accessories truck

From 2000 to 2003, the sales of accessories entered the second stage: the distribution of distributions is based on the premise of protection, flattening out, excluding profit. The accessory sales business not included in the profit growth point has not received enough attention.

The turnaround came into being in the context of Dongfeng and Nissan’s joint venture. How to make accessory sales become the company's new profit growth point is included in the development strategy of Dongfeng Commercial Vehicle Company. Since 2003, Dongfeng Commercial Vehicles has begun to change its sales model for accessories. First of all, the sales of parts and accessories are subject to centralized management and control, and it is established that the parts guarantee function cannot be replaced, but the concept of parts business value must be realized. Secondly, the accessories operation carried out the research on the variety management within the specialized divisions and the whole process of demand for the external sub-regions, and continuously improved the product competitiveness and customer satisfaction. In addition, a mechanism for market and price coordination with major suppliers is established to effectively promote the growth of sales revenue. At the same time, it will strengthen investment in network infrastructure, talent construction, inventory processing, etc., and guide the network to benign development and improve the competitiveness of the network.

In the third phase, the Dongfeng commercial vehicle accessories business achieved tremendous growth. With the consolidation of the previous years, it has continued to grow rapidly in the past four years. From 2009 to 2013, the company’s accessories revenue has doubled, and more importantly, the revenue from accessories has also grown at the same pace.

Although the Dongfeng commercial vehicle accessories have made great progress in the past 10 years, there is still a gap between the world-class standards of the benchmark. For example, Volvo Group, at the beginning of product definition R&D, there is a dedicated person responsible for the post-market, from the beginning of the project will study how the post-market planning, how to follow up, how to support the entire value chain, have a sound support system. At the same time, aftermarket and brand are closely related, different brand positioning has different aftermarket strategies. Standing at a new starting point, Dongfeng Commercial Vehicle Parts Co., Ltd. will work hard in this direction, narrowing the gap and aligning it with world-class standards.

Excluding difficulties to promote the transformation of parts marketing

In 2008, after recognizing the value of its accessories business, Dongfeng Commercial Vehicles, with confidence in implementing the transformation of Dongfeng accessories sales, set up an accessories business optimization committee. The accessories business optimization committee is composed of Xu Tiansheng, deputy general manager of Dongfeng Commercial Vehicles Co., Ltd., as team leader, responsible person of the relevant business department and an important accessory manufacturer. Every month, the committee holds a monthly meeting according to the situation to communicate and coordinate matters.

The greatest benefit of the Parts Business Optimization Committee is to involve all business units and increase the awareness and support of business units. The establishment of such a platform is only the beginning of the Dongfeng commercial vehicle accessories business reform. In the sales and service department of the marketing headquarters, the company constantly broke the "convention" and proposed to increase profits through the special control and franchise of Dongfeng commercial vehicle accessories. To this end, the Department of Service Security organized specialized personnel to set up six professional accessories management groups. At the same time, the division of sales of Dongfeng Commercial Vehicles in the country is divided into regions. Each professional group has its own person responsible for it. In addition to the sales of accessories for which it is responsible, the professional team is also responsible for the corresponding jurisdiction. Regional operating income and revenue from professional fields are included in the KPI assessment of each professional group.

“Through sub-regional and sub-professionalism, everyone’s goals are very clear, and the corresponding indicators are all very clear, which not only improves the parts’ income and benefits, but also greatly strengthens our team.” He Xiaorong, Director of the Department of Accessory Service Planning Department Told reporters.

Give it a reward. Taking oil products as an example, starting in 2009, oil products sales were mainly dedicated to control, and the formation of competitive products with “Dongfeng original cars equipped with original oil” in the market. "With more comprehensive product, system and marketing capabilities, we have formed the influence of Dongfeng's product brands and achieved a qualitative leap in sales of oil products." He Xiaorong believes that such a high-speed growth trend will remain with the Dongfeng vehicle market. The increase will be further enhanced. In addition to the internal changes in service protection, grasping the upstream control of accessories is the only way for Dongfeng commercial vehicle accessories to become stronger and bigger.

After years of exploration, Dongfeng Commercial Vehicle Co., Ltd. has already had a certain basis for sales of accessories, but it needs further development and optimization in terms of aftermarket products and supply channels.

"Sichuan sample" will blossom in the country

Sichuan Province is a typical example of fittings business. In the past five years, the sales revenue of Dongfeng Commercial Vehicle's accessories in Sichuan Province has increased by 333% year-on-year. Why can such a big change occur in just a few years? He Xiaorong believes that the main benefit is due to four reasons:

First, Sichuan's dealer network is very strong and widely distributed. Sichuan is one of the few large-scale provinces in which Dongfeng commercial vehicles are sold nationwide. Dongfeng commercial vehicles have a large amount. Dongfeng Commercial Vehicle has the most strategic distributors and core service stations in Sichuan. The second is the strong ability of network supervision. Supervision ability is essentially the ability to help the Internet make money. Sichuan took the lead in setting up a post-sales management committee. The committee regularly called together various network members to discuss the price of accessories, unified prices, and unified image.

The third is strong network sales. In the past, the sales of accessories were basically dealers. When customers opened the door, what accessories needed to sell what accessories to customers, and now the accessories marketing team took the initiative and went out to the end customers to study how to better sell the accessories to customers. , let customers feel more valuable.

Fourth, the team building is relatively sound. Sichuan's major network members have specialized accessory marketing teams to make the accessories business more focused. At the same time, in the usual strengthening of the business training of the accessories team, so that accessories marketing more professional and more capable.

He Xiaorong said that the typical example of Sichuan shows us that we can do a good job in accessories management. With the continuous development of Dongfeng commercial vehicle accessories, there will be more and more accessories sales companies like Sichuan that will blossom in the country.

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