May 17, 2024

Chinese car marketing needs to go out of the "4S misunderstanding"


It is no exaggeration to describe this year's car market with "prosperous production and sales." According to statistics, the sales and sales of the Chinese car market have been growing rapidly this year. In the first 10 months, a total of 1.5731 million cars were produced, an increase of 82.77% year-on-year, and cumulative sales were 1,507,400, an increase of 67.67% year-on-year. This year, more than 50 kinds of new cars have been introduced nationwide, and the number of new car models in the next year is still as high as more than 40, a substantial increase over previous years.

The Chinese auto market has been recognized as the market with the greatest potential in the world, but the potential purchasing power will become a real purchasing power, and it will take a long time to develop. Due to the rapid increase in production capacity, a large number of new vehicles are rapidly launched, and in addition to the cancellation of quotas, tariffs will be reduced to 25% in 2006, the number of imported cars will increase dramatically, and the globalization of the automobile industry will further accelerate, all of which will make the Chinese car market very Rapidly change from the seller's market to the buyer's market.

Automotive Marketing Enters the Service Age

The reporter learned from the interview that some car manufacturers have realized this problem. Dongfang Yueda Kia Motors Co., Ltd. After-sales service department Minister Gong Juxing told reporters that although consumers are paying more attention to factors such as price and appearance when buying a car, the quality of service of the manufacturers is being paid more and more attention by consumers. In the mature automobile market in the West, manufacturers rarely use price-reduction promotion measures. In addition to a general understanding of the brand, car consumers are extremely sensitive to the pre-sales, sales, and after-sales service levels of manufacturers and marketing service personnel.

Insiders pointed out that automotive marketing has entered the era of service. Experts from the China Imported Automobile Trade Center also predicted that eight changes will occur in China's auto market in 2004. The important point is that the auto marketing model will become more realistic and rational with changes in the supply and demand relationship. Coming soon.

Experts also reminded some auto manufacturers to be alert to dealers' "short-term behavior" because some dealers have the idea of ​​quick success and instant benefit, and some even threatened: "In the past few years, the automobile market has been blowout," he said. Years have been withdrawn.” Such behavior not only fails to create the dealer’s own brand, but also seriously damages the image of the auto manufacturer.

4S shop should be based on service

At present, the Chinese automotive marketing market is setting off a new round of construction of 4S stores. Some of China's 4S auto brand stores have the world's leading level in terms of hardware, but there is a huge gap between the service level and the developed countries. The reason is that people's ideological awareness and management are not in place. Therefore, it is important to build hardware measures such as 4S stores, but the service is fundamental. Obviously, the level of understanding of marketing services by car manufacturers or sales service companies is a necessary prerequisite for ensuring good service. If car manufacturers or sales service companies fail to recognize this, sales will become worse and worse, and market share will decline year by year. No matter how good the 4S shop can not play its due role.

Gong Juxing said that the marketing service system is currently one of the weakest links among Chinese auto makers, but its importance is self-evident. Good pre-sales, sales, and after-sales services are the best ways to cultivate customer loyalty. In the final analysis, the sentence is: marketing services must start from the 'heart'." "Now everyone is saying that 4S is good. What exactly is 4S? In essence, it is a complete set of auto marketing service system, including sales system, service system, and zero. Component supply, etc., runs through the entire process of pre-sales, sales, and after-sales, and ultimately makes customers feel that buying a car is also an enjoyment."

Gong Juxing said that although Dongfeng Yueda Kia's Maxima sedan was only available for one year, it is precisely because of the emphasis on the construction of the service system that Maxima's marketing service network is sounder than some years old brands: 59 standardized 4S stores, A total of 262 after-sales service outlets cover 198 cities across the country. In addition, Dongfeng Yueda Kia also paid attention to the humanity and people-oriented principle in its operation and management, fully mobilized the initiative, enthusiasm, and creativity of outlets' staff services so that each employee of the outlets could maximize their potential. Realize and meet the needs of users.

It seems that the 4S shop has a good hardware, a good car sales environment, but also a series of meticulous and thoughtful service. At this time, the human factor is very important.

As one commentator in the industry put it: The dealer network of a car brand is spread all over the country, and the quality of service is like a star fire. Only the eternal flame of the stars can pave the way to enhance the overall competitiveness of the car brand. And return the dealer more long-term, return consumers.

Gantry Crane


Gantry crane is a kind of bridge crane in which the horizontal bridge is arranged on two legs to form the shape of the gantry.This crane operates on ground rails and is mainly used for handling and installation in open storage yards, shipyards, power stations, ports and railway freight stations.

Gantry crane lifting mechanism, trolley running mechanism and bridge structure, and bridge crane is basically the same. Due to the large span, the crane operating mechanism mostly adopts the separate driving mode, in order to prevent the crane to produce skew operation and increase the resistance, and even the accident. Gantry crane crane trolley running on the bridge, some crane trolley is a boom crane. The legs on both sides of the bridge are generally rigid legs; When the span is more than 30 meters, one side is often rigid leg, and the other side is flexible leg connected by the ball hinge and bridge, so that the gantry becomes a static determined system, which can avoid additional stress caused by lateral thrust under the action of external load, but also can compensate the longitudinal temperature deformation of the bridge. The wind area of the gantry crane is large, in order to prevent sliding or tipping over under the action of strong winds, Crane rail clamp equipped with wind gauge and interlocking with operating mechanism; It can also be cantilevered at one end or cantilevered at both ends to extend the range of operation. The bridge of semi-gantry crane has legs at one end and no legs at the other end. It runs directly on the high platform.

(1)Ordinary gantry crane: This crane is the most widely used, can carry a variety of pieces and loose materials, lifting weight of less than 100 tons, span of 4 ~ 35 meters. The ordinary gantry crane with grab works at a higher level.

â‘¡ gantry crane of hydro power station: mainly used for lifting and opening and closing the gate, but also for installation. Up to 80 ~ 500 tons of weight, span is small, 8 ~ 16 meters; The lifting speed is low, ranging from 1 to 5 m/min. Although this crane is not often lifted, but once the use of work is very heavy, so we should appropriately improve the level of work.

(3) Shipbuilding gantry crane: It is used to assemble the hull of the ship berth. There are two lifting carts: one has two main hooks, which runs on the track of the flange of the bridge; The other, with a main hook and a secondary hook, runs on rails at the lower flange of the bridge to flip and lift large hull sections. The lifting weight is generally 100 ~ 1500 tons; Span up to 185 meters; The lifting speed is 2 ~ 15 m/min, and the fretting speed is 0.1 ~ 0.5 m/min.

(4) Container gantry crane: used in container terminals. After the containers unloaded from the shore wall container carrying bridge are transported to the yard or rear by the trailer, they are piled up by the gantry crane or loaded directly to the truck, which can speed up the turnover of the container carrying bridge or other cranes. The container yard can be stacked 3 ~ 4 layers high and 6 rows wide. Generally, the yard uses the tire type and also uses the rail type. Compared with the container gantry crane, its span and the height of both sides of the gantry are larger. In order to adapt to the transportation needs of the port terminal, this crane works at a higher level. The lifting speed is 35 ~ 52 m/min; The span is determined by the number of container rows to be crossed. The maximum size is about 60 meters. The lifting weight of the container in the "single box" operation is about 40.5 tons, and the lifting weight of the "double 20-foot box" operation is 61 tons and 65 tons.


Hydro Power Gantry Crane


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