After 10 years of efforts, Shougang finally dances with the first-class enterprises.

The foundation for construction of China FAW Group Co., Ltd. was laid in 1953. In 1956, China FAW Group Co., Ltd. was completed and made the first Jiefang truck of New China. In 1958, it made the first Dongfeng model sedan car and the first Hongqi model limousine. The completion of FAW opened up a new history of China’s auto industry. After more than 60 years of development, FAW has become one of the largest automobile enterprise groups in China.

Although Shougang auto sheet started late, it developed fast. Now Shougang even dances with the first-class enterprises and strives to be at the top with them together. From 2009, when FAW began to negotiate with Shougang on the test materials for automotive steel for the first time, to now, when FAW has various bases and batched and stable supply of a number of models, Shougang caught up from behind through nearly 10 years of starting and development. It has always adhered to the “user-centered” service concept, continuously implanted and deepened the marketing model of “technology + service”, improved the ability of EVI services, and actively promoted the whole process to participate in the user product design, quality design, cost design and other technical services, create Shougang service and achieve brand increment. It has achieved the goal of dancing with the first-class enterprises.

Since its establishment in 2013, Shougang North China Sales Branch has continuously improved its service quality and user experience, taken various measures, such as channel adjustment, variety upgrade, user service and mode innovation, at the same time, explored actively, kept promoting the strategies, such as “terminal channel, high-end variety, strategic cooperation, quick service and accurate operation”, achieved high-quality production and marketing convergence and further optimized and upgraded the channel varieties in line with the tenet of “basing on Tianjin, creating first-class service, radiating through Northeast China and Northwest China and building the Shougang brand”. Through taking a series of effective measures, the order quantity of the products increased steadily. Shougang was awarded the laurel “Beijing-Tianjin-Hebei Steel Factory Leading Brand” at the “2018 Steel China-Tianjin Steel Market Summit Forum”.

“After 10 years of efforts from Shougang, its progress and development speed are recognized by the industry, and it also enjoys high product quality and good service. With Beijing’s central resources, Caofeidian’s seaport advantages, overall reform and layout, and innovative competitiveness, its development potential can be seen,” the director of the procurement center of the FAW Group Headquarters evaluated.

Let the service create more value

“Practice internal skills, including products and services users are satisfied with, behave ourselves well, create value, and shine each other,” Guo Lihui, a worker of Shougang marketing center, defined “sales”.

Facing a series of work, such as product certification, mainframe factory ordering plans, funds management, order organization, warehousing and distribution, quality dissent field service, follow-up payment processing and financial settlement, marketers often “manage to handle different work”. In addition to mastering technical expertise, “tracking” steel marketing is more important. Any link with problems needs to be solved immediately, and sales personnel should pay close attention to “every move” of the product.

Guo Lihui said, “I often reply to 20 to 30 people in various WeChat groups and QQ groups, such as purchase, supply, warehousing, base and technology exchange, at the same time. I once made more than 50 quotations of different parts in less than 3 hours. The user is God and the call is command. If one user sends us a message, we often need to prepare a lot of complicated material information that is more than the user needs, and if one user gives us a call, we must reach the scene right away.”

In 2017, the engine hood exterior sheet certification of FAW-Volkswagen new Bora was completed, achieving a breakthrough of zero exterior sheets. Now the batched supply has begun. “In these days, I have been mainly busy contacting users on the spot about some aspects, such as product surface requirements and follow-up matters for attention. I am busy on the spot, but I can’t delay other things in the areas under my control, so I have to calculate whether I have enough time to go to the toilet,” Sun Cunyou, an on-the-spot service staff member, smiled honestly.

In addition to dedication and tenacity, quick response is also a major factor in winning the trust of users. Some time ago, there was something wrong with the supply of materials of a Mazda model, so they found Shougang. Shougang guaranteed the inerrant responses in delivery, quality and other aspects at the first time. “In position! Whether from technology docking, product delivery or service quality, we become close through frequent communication and contact. In some platforms of professional technologies and information, Shougang also provides the service support for us to reduce the cost. All have no fault,” Zhao Junyi, a FAW procurement professional director, said.

With the joint efforts of the hot rolling room, the base and the Changchun office of North China Branch, Shougang made a breakthrough in the certification and use of hot-rolled beam steel and bridge shell steel of FAW Group, and they began to be ordered in batches. So far, nearly 10,000 tons of Shougang hot-rolled products have been ordered. Behind the achievement are the great efforts and hard work of Shougang first-line service personnel. In order to reduce the loss of a steel factory, Yin Yu, head of Changchun office, and Li Xiaohui, a business representative, went to the processing site to communicate with users more than 30 times when dealing with quality objections in hot rolling; in order to ensure the smooth and stable production of the Jiefang model of FAW, they often follow production on the spot of FAW Anjing at 11:00 in the evening at the request of the user. They recover the losses for Shougang and get the recognition and approval of FAW in Shougang service.

Salute the next classic with the classic

There is a slogan to celebrate the 60th anniversary of FAW Hongqi: “Salute the next classic with the classic.” It’s the same case with the cooperation between us and the users.

In the face of the reality of intensified product homogenization competition, service has become the core means of competition in steel factories. In order to bring users a better service experience, Shougang sales personnel have increased innovation in the marketing model, launched the standby storehouse sales mode to key varieties and key users, customized “one-bill settlement system”, “housekeeper” marketing, “one-stop” convenient service and others for users, continuously improved the marketing system and the information construction, and achieved on-line full coverage of basic business functions through the CRM platform, the steel trade platform, the wisdom marketing platform and so on.

In order to reduce the supply risk of the mainframe factory, Shougang sales personnel established a warehousing and JIT distribution service system for FAW-Volkswagen’s bases according to user requirements. Through the platform, it made possible overall day-to-day management of 7 warehouses and the related train transportation, sea transportation and vehicle transportation, handled storage, transportation and distribution problems in time and established the daily production planning, and inventory and order dynamic feedback linkage mechanism. In order to meet the requirements of incoming inspection, and in accordance with the mode of master roll sampling and sample sending for test, we have preliminarily established a mechanism for sample preparation, testing, quality assurance information exchange and early warning with FAW Volkswagen and its branches, production bases and institutes of technical research to find possible problems of products in time and make targeted early warning and control.

The on-the-spot rapid service group formed by resident representatives and business representatives can handle burst quality problems 24 hours a day, at any time, arrive at the spot in 2 hours, give preliminary treatment opinions in 2 to 12 hours, issue on-the-spot confirmation report and be responsible for the follow-up business processing compensation and other series of processes. At the same time, they do a good record of quality objections for traceability and the convenience of supervision and management.

As the witness of Shougang and FAW Group’s detailed cooperation in the past 10 years, Yin Yu, head of the Changchun office of Shougang North China Sales Branch, said: “We rely on products and services to maintain user stickiness and manage ourselves well. Only after we have value, our efforts can draw the attention of users.”