In 2014, the commercial vehicle industry was closely related to the annual hot word of “National IV”, and “vehicle urea” is definitely one that cannot be ignored. The haze is pressing harder and harder, and the task of energy saving and environmental protection is urgent. The promotion of the National IV diesel vehicle has created an unprecedented opportunity for the development of vehicle urea. With the full implementation of the national IV emission standards, the industry generally believes that the 2015 vehicle urea market will be released on a large scale and will usher in explosive growth, but there are many challenges behind this opportunity. As one of the industry’s leading brand companies, Sichuan Meifeng saw the opportunities while also seeing the challenges behind the opportunities. How to deal with this challenge, the general manager of Sichuan Meifengjia Blue Environmental Protection Technology Co., Ltd. Jing Hao put forward his own views.

"The promotion of urea for vehicles is not a pure product sales issue, but a business model for resource integration. Whoever can give play to the advantages of all parties, complement each other and complement each other, will be able to come to the front and win the final market decision." Wang Jing, general manager of Meifengjia Blue Environmental Protection Technology Co., Ltd., pointed out in an interview with a China Truck Network reporter.

General Manager of Sichuan Meifengjia Blue Environmental Protection Technology Co., Ltd.

Industry supervision of product quality is still a top priority

It is not an exaggeration to describe the current domestic vehicle urea market with mixed use of dragons and fish. All along, everyone is eager for a standard or regulatory policy in the industry. Well, in this standard or policy, which part is the most difficult to monitor for R&D, production control, product testing, equipment flow, etc. Jing Ke said: “Quality. Product quality is the most important thing. It is a very important criterion whether the product is aldehydes, biuret, or excessive metal ions, and the quality of the products produced by some small companies is not good because of its urea content lower than the national standard or the heavy metal content higher than the national level. standard."

Vehicle urea is defined as 32.5% ultra-purity vehicle urea and pure water synthesized nitrogen oxide selective catalytic reductant. This seemingly simple aqueous solution has very detailed and strict requirements. The use of urea products for counterfeit vehicles to circulate to consumers, and the feedback through the market is obviously an irreparable harm to consumers. “From this point of view, although automotive urea products are different in quality and quality from our point of view, the information and propaganda received by the end-consumer consumer segment is not very different from the quality of automotive urea solutions. Few people tell the terminal. User, what kind of damage and economic loss will the fake and inferior products bring to his vehicle?” said Jing Ke. After abandoning the misconception that no vehicle urea is used or that vehicle urea solution can be added to water, the quality of vehicle urea products that terminal consumers are exposed to may be the credibility and integrity of the entire vehicle urea industry.

In the layout of the automotive urea market, Sichuan Meifeng appeared cautious and calm. From production research and development to post-production testing, Sichuan Meifeng has always placed its focus on the quality of its products and regards quality as its basis for the market. Meifeng Diesel Tail Gas Treatment Fluid Production Plant has obtained 2 national invention patents, and successfully passed the AdBlue (Diesel Tail Gas Treatment Fluid) Certification of the German Automobile Industry Association in May 2013, becoming the first batch of enterprises in China to pass this certification. Sichuan Meifeng does not recognize that car urea is a "low threshold" product from the root, and therefore it attaches sufficient importance to the product in all aspects of the production process.

The threshold for vehicle urea production is not "low" means that product consistency is difficult to guarantee. Sichuan Meifeng participates in the formulation of national industry standards, from the initial research, product production to post-testing, in accordance with a standardized process in quality and quantity production. Jing Ke stated that “McFeng Corporation has set up a technical research institute with a special investment of 6 million or so to build laboratories, investing more than 20 million yuan in reforming equipment and upgrading equipment. This will fundamentally ensure the consistent production of products and ensure the Quality and quality."

Market Promotion Integrate Advantage Resources to Create Business Model

The country's four emission upgrades drive the huge potential of automotive urea. The market will inevitably attract many people to profit. How to promote automotive urea products and guide the healthy and orderly development of the industry will require the construction of channels. "The current automotive urea industry has gradually entered the phase of metamorphosis, and this phase will not be too long. After the intervention in production, how to bring it to market, achieve real scale benefits, and form a unified standard, there is still a lot of work to be done." .

TopBlue domestic channels

In addition to product quality, how to do a good job in product marketing is absolutely one of the important issues faced by an emerging industry that is still relatively shallow. Jing Ke pointed out that in the final analysis, market promotion is a channel issue. Sichuan Meifeng is also currently using existing large-scale channels to promote the use of vehicle urea products. So how do large-scale channel providers define? Jing Ke explains: “Companies with large numbers of cars and relationships with cars can be classified as large-scale channels. At present, one is a 4S shop or car service station. Resources are owned by vehicle manufacturers. Another is gas stations. Such channels can reduce existing costs by implementing relevant standards and cover the market as much as possible."

Jing Ke said: “The trend of market promotion is to form an optimized model by integrating the resources of all parties to lower costs and improve quality. Ultimately, it provides consumers with inexpensive products, convenient delivery and excellent quality products. Who can be the first to meet the ultimate needs of consumers through the design of business models, who are the ultimate winners of the market." But now the situation is that some people hold channel advantages, and some people hold capacity advantages, some People can lower the price of their products through their own operations. Most companies now stand on the same starting line and face the same problem. That is how to integrate these advantageous resources. Jing Ke believes that the information model for integrating the original resources under the online promotion platform of the e-commerce platform in the era of mobile Internet may be worth learning. The change in channels is having a strong influence on product brands.

For the automotive urea market, self-built channels are the same thing that the newly involved product brands are doing. Jing Ke compared the entire vehicle urea market to a very large reservoir. He believes that many channels have already been established and that self-built channels occupy a very small part. Many product brands compete in this small pond. The value and significance of self-built channels still need time verification.

Uniform TopBlue named multi-channel promotion to promote the healthy development of the industry

In the interview, the China Truck Network reporter learned from the scene that Sichuan Meifeng had a change in its brand planning: the company's car urea products were globally unified into the Top Blue brand. According to reports, this brand name is its name in the promotion of foreign countries, this time the domestic Mei Feng Jia blue to TopBlue indicates that Mei Fung is determined to promote its vehicle urea products in the domestic market and overseas markets simultaneously. The consistent brand name pursues the long-term development goal of its brand internationalization.

TopBlue Global Market

Sichuan Meifeng has many plans for the promotion of vehicle urea products in the domestic market. Then, what happened to the market promotion of Meifeng products? Jing Ke concluded that from 2013 to the first half of 2014, the users were mainly buying at the automakers or 4S stores, and this ratio is gradually declining, mainly because There are more buying channels in the market and prices are relatively flexible.

What is Meifeng currently doing? Jing Ke said: “At present, Meifeng has not relaxed its channel for channel promotion and distributor channels and large-scale channel dealers. The nationwide dealer network is gradually advancing. The regional layout has been gradually improved with the advancement of the country’s fourth industry, and the company is currently also cooperating with Dongfeng Liuzhou to enhance users’ awareness of vehicle urea products.At the same time, Meifeng is also working with CNPC BP and Debon. Logistics, Jiaji Logistics, etc. cooperate. "Obviously this is a process in which the advantages complement each other to achieve a win-win situation in the market. Jing Ke emphasized that "McFeng has the advantage of production capacity, and currently tends to carry out multiple routes at the same time in marketing."

The automotive urea market is attracting more and more attention. The China Internal Combustion Engine Industry Association drafted industry-related regulatory measures and rules. On December 2, 2014, it officially released the vehicle urea solution (CGT) logo. Different from the mature foundation of overseas users, the domestic vehicle urea market is still in its infancy. There is still a long way to go to promote vehicle urea. Jing Ke said: “McFeng has a distinctive feature of its own. Taking urea products for automotive use as an example, the product has already been made very early, but it has not rushed into the market. Unlike other brands, after the product came out, Meifeng first Do testing, then work with the national industry to develop some standards, and insist on making it into a very mature and reliable product before pushing it to the market.” This may also be an important reason why Meifeng Automotive urea products have achieved good response in European and American markets. At the same time, Sichuan Meifeng, with its product quality at the core, will also promote the healthy development of the domestic automotive urea industry with the influence of its own high-standard products.

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