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In the past, June-August was the traditional off-season for light truck sales. However, this year it was not the off-season. The industry generally believes that: "The introduction of a series of economic policies such as tax-to-tax conversion and automobile going to the countryside is very obvious for the light truck industry."
With the promotion of policies such as automobile going to the countryside, light truck companies have also expanded their sales outlets in secondary and tertiary markets in addition to offering many low-priced products suitable for the rural market. However, after visiting the two county-level markets in Wafangdian and Pulandian in Dalian, the author found that if you want to occupy the rural market, it is not enough just to open outlets to farmers.
The peasants' car purchases have just entered the light truck era in the era of agricultural vehicles, and are still in the initial stage of automobile consumption. For the car, they have a simple concept - seeing is true, word of mouth is supreme.
Zhemu Village, Yingchengzi Town, Ganjingzi District, Dalian City is a village mainly for growing vegetables and fruits. There are about 100 trucks of various kinds in this village, of which nearly 30 are JAC light trucks. Feng Zijie is the earliest light truck in this village. People. In 2005, he bought his first light truck -- Jianghuai Kang Ling. He transported the vegetables from his family and other families in the village to the fruit and vegetable market in Dalian. Although he was lucky enough to earn nearly 300 yuan a day, he could The land wholesale must be more cost-effective. Last year, he transferred the car to a friend, and he changed the car's larger Kang Ling II. His first car took three years and ran over 110,000 kilometers. No major problems occurred. He said, "The Jianghuai car has a solid workmanship, driving comfortably and braking the brakes. My first car took three years and ran over 110,000 kilometers. I didn't have any major problems. Because my car was good, and everyone else was Let me help with the purchase of JAC cars. I bought twenty to thirty vehicles before and after."
"How can you see that the work is solid?" I asked.
He said: "You use your fist to top the cab plate of the JAC. The roof is not moving. Then the top of the other car, soft!" He pointed to the leaf spring of the chassis: "The leaf spring is not the same, JAC. The plate reeds are not only thicker, but the lugs on both ends also have buttered holes, which are easy to maintain and easy to handle. In all aspects, the JAC light trucks are considered more carefully than other cars."
In the same way, the author asked Deliang: “Are you reading advertisements and choosing cars?†The farmer from Shishan Village, Datan Town, Pulandian Store told the author: “We first consider the durability of the car, mainly to ask relatives and friends, and usually We will inquire about the quality of each brand car to the people who have the car. My wife's home has an JAC light truck, and 200,000 kilometers have not been overhauled, so I came here to buy a good fortune today."
The reputation of automotive brands plays a crucial role in the rural market.
Dalian is surrounded by sea on three sides. The amount of salt in the air is much higher than in inland areas, and it is easy to corrode vehicles. Especially in the case of chassis, many new cars will have rust on the bottom of the frame in a few months, which raises the manufacturing process for light trucks. higher requirement. Here, the cathodic electrophoretic phosphating process is used in the chassis and cab. Due to better corrosion resistance, it is more popular among farmers because the effect of this process is very significant.
The enterprise's going to the countryside by Dalian Fengyu Company is a primary dealer of Jianghuai Light Trucks. Zhang Deren, general manager of the company, said: “Only after seeing your car and seeing your after-sales service network will the peasants believe in you and will buy your products. As a distributor, the concept must go to the countryside and be a farmer. Service awareness."
The farthest township in Dalian is 220 kilometers away from Dalian. It is impossible for the user to drive the car to Dalian for maintenance. It is neither convenient nor economical. Therefore, not only sales must sink, but services must sink. Especially for the transportation of seafood products, if the maintenance is not timely, the seafood products will quickly spoil and deteriorate, and the farmers' losses will be very large. At this time, if there are no accessories in the warehouse, the dealer will remove the parts from the new car and replace them with the farmers.
The concept of the countryside is manifested in various aspects. "For example, when farmers come to the city to buy a car and they are unfamiliar with the city's roads, they should be given directions and they must be sent out of the city. In this way, the peasants will feel warm in their hearts," said Zhang Deren.
In Pulandian and Wafangdian, JAC has established a second-level dealership for integrated showrooms and light trucks. Zhang Deren believes that the establishment of integrated exhibition halls and secondary distribution points for automobiles has played a more important role in propaganda and display. Although the monthly sales volume of each county-level light truck secondary distribution point is only about 10 vehicles, it does not only bring about sales, because even at the second-tier outlets and the prices in Dalian, many farmers are willing to In the city, buying a car is because the car is "buy in Dalian" and it sounds more "faced" than the "buying in the Wafangdian."
Products, networks, publicity, and services are indispensable for the light trucks to go to the countryside. However, if you want to get a place, you need to see whether the light truck companies can sink their hearts into the countryside. As one dealer said: “The peasants are the most realistic. If you fool him, he will spread out your shortcomings. This is also a word of mouth, a bad word of mouth.â€