In 2011, the long-planned sub-network sales will be formally put on the agenda of Dongfeng. At the 2011 annual business conference recently held, Dongfeng has been pursuing the promotion of the two sub-network models of the public network sub-line and the sub-network sub-line nationwide from next year. In all levels of cities, the proportion of sub-series marketing will exceed 20 %.
Unlike Geely, Chery, and BYD, which have adopted strict sub-channel sales, Dongfeng popular sub-net sales will take different forms depending on the regional market and distributors' strength, and are mainly concentrated in the first-tier and second-tier cities with larger demand, including common-network sub-lines and points. Network split two modes.
Wu Xuefeng, deputy general manager of Dongfeng Fashion Sales, said that the branch network allows a dealer to operate two brands at the same time in the same showroom, but it requires two brands to have independent operating systems, including independent registered companies, operating teams, operating funds, and promotion. Operational and financial accounting so that each brand can be made more focused.
In the next year's marketing plan, Dongfeng Popular will also focus on building a large-scale region that has sold more than 1,000 vehicles for 6 to 8 months, and has created 89 provinces with more than 10,000 vehicles sold each year to achieve the transition from guerrilla warfare to position warfare.
Yao Liwen, General Manager of Dongfeng Popular Sales, believes that the position war can concentrate on superior resources and improve the efficiency of resource and personnel resources in the region, which is more effective than average dispersion.
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The disadvantages of the common network model
With the increase in the King Plaza 1.5L, the limitations of the existing public network sales model began to appear.
“On the one hand, dealers often appear to miss out on one another, and there are many inefficiencies in management, teamwork, capital, and marketing. On the other hand, because the product line has not been independently accounted for and evaluated, the overall product sales volume has increased but the deficiencies of a single product have been covered. In fact, the per-product efficiency of a single product may have decreased, said Wu Xuefeng, deputy general manager of sales of Dongfeng.
Next year, Ling Zhi and King Plaza will both launch a richer product line, and the two will be more differentiated in positioning. The former focuses on public business, while the latter focuses on the home market and extends from King Plaza 1.8 to King Plaza TT and King Plaza 1.5XL. And CROSS, SUV equivalent platform derived models, further sub-network imperative.
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