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The light passenger market in 2007 is doomed to be unsteady. Nanjing Iveco, Brilliance Jinbei, Southeast Delica and others have all been engaged in fierce marketing campaigns. Among them, Iveco’s “Ice-breaking action†with 20,000 promotions has drawn attention. The reporter learned from the marketing department of Nanjing Iveco that since the "Ice-breaking action" was carried out for one month, the sales volume of the two main logistics models, Kangyun and Kangjia, has increased by nearly five times compared with the previous year, and has driven the sales of high-end Turin products. It is estimated that the total sales of Iveco products in January are expected to reach 2,100 units, an increase of up to 40% year-on-year, and will set a new historical high for Iveco's January sales.
One step ahead of market opportunities
According to market analysts, Iveco prevailed at the end of 2006 and launched a nationwide promotion campaign 5-10 days ahead of most competitors, which was an important factor that contributed to the strong opening of the New Year. According to the Iveco Beijing Operation Department, on the day of the "Ice-breaking Operation" on December 28th, Beijing dealers immediately received more than 80 user consultation calls. "The sensitivity of users to our factory promotions and their enthusiastic response greatly exceeded Our expectation shows that the demand for the quality upgrade of urban logistics vehicles is very urgent.†Iveco Beijing representative Wang Yilong is hard to hide.
Not only that, Iveco's "Ice-breaking action" is fast and the intensity is very different from that of the previous stable and low-key style, which is beyond the expectation of competitors. Although Jiangling Transit and Southeast Delica began mass promotion after New Year's Day, Iveco's promotion of up to RMB 20,000 in Kangjia and Kangyun products still caused a strong preconception for many users.
Open the price range to attract mid-end users to upgrade
According to the reporter's understanding, in the light passenger market, 20,000 yuan is basically a price range, and 100,000 yuan is a watershed for high-end, mid-level light passengers. In January's marketing war, Iveco not only seized the opportunity, but also adopted the "middle and high-end products with" promotion method: Kang Yun main attack more than 100,000 yuan high-end logistics market, Kang Jia main attack 100,000 yuan in the end of logistics The market, fully opened price range, undoubtedly provides the corresponding choice for 100,000 up and down high-end, mid-range users. “This year, Iveco, Quanshun, and Delica are all engaged in promotions. We have also carefully compared and ultimately selected Iveco. After all, Iveco is much more cost-effective.†Wang, who runs a small logistics company, told reporters.
“We are fully arranging for production to meet large orders for our customers on time. Over the years, Iveco has always been committed to the high-end market. But as our Turin, proud two series of products successfully achieve common rail, we already have a perfect price range and With full strength, this year will continue to lead the general trend of urban logistics vehicle quality upgrades and seek greater market share!†said Gu Lili, Deputy General Manager of Iveco Sales Company.