On April 23, SINOTRUST International Information & Consulting (Beijing) Co., Ltd. (hereinafter referred to as SINOTRUST), China’s largest supplier in providing automotive marketing research & consulting services, along with its global strategic partner Experian, organized an workshhop named “Facilitate Marketing Decisions By Introducing International Strategic Cooperation”, presenting their new research models, technologies, and the application in automotive marketing solutions to nearly 70 attendees from automakers, dealers, other enterprises concerned, and the media, as well as industry insiders.
Firstly, Mr. Liu Weidong, the vice president of SINOTRUST, and Mr. Ken Sansom, the president of Experian Asia Pacific, introduced the significance and the directions of the two parties’ strategic cooperation. Experian, a globally renowned provider of information and marketing solutions, announced the partnership with SINOTRUST in London Stock Exchange on March 30. Through importing from Experian the products, capitals and technologies, SINOTRUST can provide the Chinese automakers and other related companies with more advanced marketing solutions, and help them make better business decisions and develop sustainable and profitable customer relationship.
In the speeches afterwards, five staff members from SINOTRUST discussed in an in-depth manner with the attendees from manufacturers and media on the following subjects respectively.
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Ms. Xia Qian (Consultant, Automotive Database Marketing Services) - The Application of Customer Value Segmentation and Customer Churn Alert in Customer Retention
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Mr. Lu Mingze (Deputy Director, Commercial Vehicle Marketing Research Services) - The Application of Computer Assisted Personal Interviewing (CAPI) in Marketing Research
Xia Qian introduced SINOTRUST solutions in automotive customer retention and promotion in her speech. The solutions are aimed at helping automakers and dealers understand the reasons for customer loss and identify high-value customers through the Customer Value Model. Also, they can generate an automatic Customer Loss Alert through its corresponding model, and eventually establish and implement the retention strategies to retain the high-value customers.
Lu Mingze, an expert in commercial vehicle marketing research, shared SINOTRUST’s mature experience in using CAPI. CAPI replaced the conventional paper questionnaire-based interviews with computer-assisted interviews. Interviewer or interviewees input the answers to the questions on the computer screen directly. The application of multimedia and numerical value and logic computing in CAPI offered many functions impossible for traditional research methods. Moreover, the research cost and time are reduced by a large extent. CAPI is of significant value for Ad Test, Car Clinic and Customer Features Study, etc..
Since 2001, SINOTRUST has conducted large-scale surveys of vehicle owners annually, continuously following up the vehicle purchase behaviors, usage behaviors, replacement behaviors, lifestyles and media habits of the vehicle owners of each segment so as to uncover their lifestyle trends which serve as reference for the companies to establish marketing strategies. Lang Xuehong introduced the latest lifestyle trends of the Chinese automotive customers according to the large-scale vehicle owners research in 2006 by SINOTRUST. She believed automakers and dealers should take the marketing measures such as differentiated marketing, regional marketing, brand marketing and online marketing due to the obvious changes of ownership structure, purchasing and usage behaviors, and media habits.
With respect to product research services, Mr. Xu Xuhui clarified the significance of Car Clinic to automotive manufacturers. Pre-launch car clinic could help the manufacturers understand their new products’ competitiveness and position them correctly. Currently, most automakers have conducted such tests. Except for the pre-launch marketing test that is frequently taken, product concept clinic, product clinic and dynamic performance/ equipment clinic were also included in the Car Clinic. The test involved different objectives and methodologies. SINOTRUST has completed nearly 40 Car Clinic projects successfully over the past two years. In his speech, Xu Xuhui shared SINOTRUST’s experience with the attendees in the details and methods of various product tests, and focused on how to undertake the research of product performance and equipment with the assistance of dynamic test.
In recent years, many large automakers have been making great efforts in improving their competitiveness and market shares in the aftermarket while maintaining the competitiveness of new products. Pricing spare parts reasonably is one of the indispensable methods to promote the management, competitiveness, and market shares of spare parts channels. Hou Ruobing explained in his speech how SINOTRUST, based on years of project experience and mature models, provided the information research and consulting services to assist clients in pricing spare parts of new models, mature models and obsolete models, in analyzing the competitiveness of spare parts distribution channels of own brands, and in comparing the spare parts distribution strategies of competing brands.
About SINOTRUST Auto Marketing Solutions
SINOTRUST is a leading supplier of marketing solutions to the Chinese automotive market. With offices in Beijing, Shanghai and Guangzhou, we have a team of over 200 skilled professionals devoted to our automotive marketing solutions.
Our Automotive Marketing Solutions integrate information, services and technology to provide marketing research services, marketing consulting & business strategy services and database marketing services, helping automotive companies position their products correctly, identify target markets accurately and conduct effective marketing so as to develop sustainable and profitable customer relationship.
About SINOTRUST
SINOTRUST is a leading supplier of marketing solutions and credit solutions in China.
We collect, analyze and manage information about markets, consumers and businesses to provide marketing research, business information, consulting and database marketing services through integration of information, services and technology. Our products and services help you make better marketing and credit decisions and develop profitable customer relationships.
Over 80% of the Fortune 500 companies operating in China are using different products and services of ours.
We employ about 800 people in our offices in Beijing, Shanghai and Guangzhou (as of March 2007).
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