The marketing of sub-category in the light truck market has become a hot spot in the industry, and the rapid expansion of coverage has been promoted.

● Sub-strains become hot spots in the light truck industry

The so-called sub-category marketing is a kind of sales model in which the products are divided into batches and focuses on the direction of the franchise according to different product lines. Or, sub-category marketing is to implement sub-net sales for products of different grades. This phenomenon has been a long-standing phenomenon. Since 1999, Beiqi Foton has introduced a sub-marketing model. In early 2003, Futian took the lead in implementing sub-net sales. In 2005, it proposed a flexible network distribution concept and integrated Futian's nine sub-brands and more than 1,700 distribution outlets. In terms of light trucks, Foton Aoling is positioned at the high end, and the era light trucks are positioned at the mid-to-low end. There is no competitive relationship between the two, ensuring a clear division of sales network.

Subsequently, each light truck company also successively implemented sub-sales sales. In December 2008, JAC Light Trucks completed the integration of product lines to form the five major brands of Shuai Ling, Wei Ling, Chun Ling, Kang Ling and Lucky Luck. In 2010, Jianghuai Light Trucks Marketing Division focused on the implementation of sub-sector marketing. Based on the five major sub-brands, the company has fully integrated high-end light trucks, Jianghuai bells and JAC good luck.

On December 19, 2009, Dongfeng Motor Co., Ltd. released a brand strategy for light trucks that has been optimized, refined and repositioned. It added high-end product lines and low-end product lines: Dongfeng Kaiput as a high-end brand and positioned as a driving force for modern logistics. Quality product brand named Dongfeng Duolika, positioning as a freight expert; low-end price product named Dongfeng Furika, positioned as the user's main force to create wealth.

● Sub-strains expand coverage

There are only results. It is precisely because of the advantages that various manufacturers choose to sub-sector marketing. China has a rich market hierarchy, unbalanced development among regions, diversified user needs, and differences in the development of different products in the process of market development. At the same time, manufacturers continue to introduce new products and inevitably produce interference in sales, spare parts, and network development. In this case, the sub-systems can not only meet the market segmentation requirements, but also make the product sequence more clear, but also allow dealers to intensively cultivate in a certain subdivided areas.

Facts have proved that sub-sector marketing has played a large role in the rapid growth of product sales. Futian is an example. As an enterprise that started to carry out sub-series marketing earlier, the sales volume of Beiqi Foton has grown rapidly in recent years. According to statistics, in 2005, Foton sold 310,000 vehicles, reached 345,000 in 2006, increased to 400,000 in 2007, and increased to 405,000 in 2008, and sales increased to 600,000 in 2009. Sub-sector marketing also brings benefits to JAC. In 2009, Jianghuai cooperated with the state-promoted “automobile to the countryside” policy and carried out targeted marketing of “good luck” light trucks, achieving remarkable results. “Good Luck” light trucks sold 50,000 vehicles, and in 2008 only sold more than 10,000 vehicles. .

The strains are generally classified according to high, medium, and low, and are usually differentiated according to wheelbase, engine power, or different cabs. The train of thought of the sub-strains is correct. This can open the product level, widen the product line, and expand the product coverage. At the same time, the manufacturers can also have more dealers and increase the inventory of dealers, so that the sales volume can be improved. Of course, manufacturers will also temporarily give some policies to help distributors to digest inventory, such as promotions, advertising and so on.

● Should not sacrifice dealer sales

However, although there are various advantages in the sub-strains, for the light-card dealers, the taste of sub-strains can be described as “five tastes and all tastes”. Can not be divided into too fine lines, manufacturers are in the pursuit of share, want to develop more dealers, but also to protect the dealer's sales. If the subdivided sales to the dealers are not guaranteed, and the profits of the light trucks are thin, the dealers can't make money and the market can't do it. For example, a certain model of a brand of light truck is divided into a wide body and a narrow body, each with a name, but it is actually a product platform, and there is no essential difference between the two.

In this case, the sales of the sub-systems will increase the pressure of the two dealers, which will increase the internal consumption of the dealers. How do you have the energy to research how to compete with other brands? Some old dealers have devoted a lot of effort to creating a market for a certain brand. As a result, the division of strains has resulted in new distributors being added to the market, and old dealers will find it difficult to accept. Nowadays, there are many brands of light trucks, and no one brand can monopolize the market. The homogenization of products is becoming more and more serious. The degree to which the strains are refined needs comprehensive consideration by manufacturers.

The implementation of sub-sales marketing can not be sloppy, it tests the company's brand-building capabilities, resource allocation capabilities and differentiated service capabilities. In the case of sub-series marketing, the product must not only emphasize the consistency of the connotation, but also emphasize the difference of the extension. The products of different strains of Futian, Jianghuai and other companies have both common features and differences for different markets, which makes it necessary to carry out the marketing of sub-series. In addition, the changes in the financial systems, assessment systems, and management authorities that correspond to the marketing of the sub-category also require that companies actively face the changes. After the implementation of the sub-series marketing, there may be the problem of the vertical system of cross-system management and cross-functional cross-functional management, which are commonly encountered in corporate governance models such as multi-brand management and project responsibility system operation. Whether or not these problems can be solved is a major test for the brand management capabilities of light truck companies.

At the same time, companies should pay close attention to the market conditions at the same time as they are dividing the product line. The young card market in 2011 was worse than expected. Although the overall market size will not change, the sales pace is different from that of previous years. In previous years, the sales volume of the Spring Festival rose immediately. However, this situation did not occur in 2011. Since the 'cars go to the countryside' policy ended in 2010, users rushed to buy a car at the end of the year, thereby overdrawing the 2011 market in advance. The cancellation of the preferential policies in 2011 will definitely affect the purchasing power of light-card users.

How to carry out services in the sub-sector marketing model also requires key considerations from manufacturers. With the continuation of the automobile consumption stimulus policies, in addition to continuing to increase efforts to open up the market, it should also focus on service support. If we do a good job in market development and service support, the market outlook is still more optimistic.

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