This year's domestic heavy-duty truck market is gloomy and the industry's pessimism has even spread to the first half of next year. Looking at the industry mentality, we hope that the favorable policies will stimulate the market and that we will devote ourselves to improving our internal strength in order to improve the market. We will look overseas for "two legs" to walk. However, there was nothing new in the market that slammed prices.
In such a market environment, activities such as the 2012 Scania China Truck Driver Contest and the 2012 Volvo Truck National Driver Conversation Competition were held in great joy. Although these foreign companies do not have an advantage in terms of sales volume, Starting with the “frustration†in marketing, they are no less favourable than domestic companies, and even worse than they are.
Why do foreigners like tossing? Many of them could not sell cars, and they continue to hold various types of activities in the Chinese market, which are unclear. Today, their perseverance is surprising. Their intentions are obvious. This is an example of a foreign truck company that has always been high and has missionary style. The firm brand image continues to affect the domestic market and users.
In other words, foreigners like the influence of this "toss out", especially in the off-season, they have a different value orientation than domestic companies.
Generally speaking, most industries have a busy market season. In the off-season, the income is reduced and the market risk is increased. Some small and medium-sized companies collapsed in the off-season but did not attend the corresponding brands. The activity is considered unprofitable during the off-season. Specific to the commercial vehicle industry, similar situations often occur, such as strong brand awareness during the peak season, when the off-season contraction money, silent, a consistent brand promotion activities because the market off-season was suspended. At this point, most companies emphasize their hard work, and their perception of the outside world is somewhat ignored.
Realistically speaking, domestic heavy-duty truck companies are still at the stage of building and maintaining their brand image, and brand power that has just sprouted cannot withstand too much wind and rain. After the rapid growth in recent years, all heavy truck companies have embarked on the road of high-level competition of branding and quality. If you can not continue to build brand image in the market, but in the off-season to die down, it may lead to half-way tragedy.
When Shi Guangqi, a domestic marketing management expert, talked about off-season marketing, he said that in the off-season, reverse marketing operations can be used to differentiate itself from competitors and achieve unexpected results. Although the sales season is off-season, there are fewer competitors and weaker marketing offensives, which can earn a large share of the small market and yield a considerable amount of revenue. This is also true for the truck industry. It is a good time for everyone to take a rest and wait for the market to turn for the better.
As a media practitioner, I have heard many times that domestic trucks have no incentive for brand promotion because they are in the off-season and sales are sluggish. This ubiquitous mentality, to a large extent, affects consumer perceptions of companies and limits the depth of corporate brand development.
Some people may say that the profit rate of foreign companies is relatively high, and there is enough accumulation in the off-season to continue promoting brand activities. The author acknowledges this, but he also has to ask one question: Isn’t the domestic truck company moving in this direction? If so, why should we neglect brand promotion when the market is off-season?
The long-standing reputation of the domestic commercial vehicle industry has laid a good brand foundation for companies, and companies that are good at cohesive branding will naturally not miss any opportunity to strengthen their brand image. In fact, not only are the products plagued by homogenization, but the truck company's brand is also plunged into an unclear dilemma.
The CCTV advertising department once shouted a loud slogan: believe in the power of the brand. Why does truck companies and users not? Whenever we take steps to try but because of all sorts of reasons, why have we tried to believe the strength of the brand?
Fortunately, today more and more truck companies are aware of this, gradually extending the cycle of brand promotion, diluting the negative factors that affect brand image building, and creating brands hierarchically and regularly. Perhaps the influence of foreigners' tossing out is subtly affecting the brand perception of domestic users. Perhaps the domestic truck companies are accustomed to and like the “toss†of foreigners, no matter what, and they are unwaveringly promoted. The concept of branding and the value of creating a brand are all one step closer, or it is the power of the brand.
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