Automobile evaluation: The winter of 2021 is very cold, but the automobile market in 2021 is colder, facing the lack of core, the repeated epidemic and other factors, the passenger car market from June to December, there are seven consecutive declines year-on-year, and the "Golden Nine Silver Ten" is also eclipsed. In the face of unprecedented challenges, FAW-Volkswagen of "Thirty and Standing" insisted on innovation and achieved excellent sales of 989,000 units in the whole year, ranking first in the domestic passenger car market. At the same time, many of its models also performed well, leading their respective market segments.
The ID.CROZZ family, golf and other models lead the market segment
The monthly sales of the ID.CROZZ family exceeded 8,500 units
For eight consecutive years, the golf family has topped the market segment
In the sedan market, the Golf family (including Golf and Golf GTI) sold 64,000 vehicles in the whole year, winning the market segment champion for eight consecutive years, continuing the legend of hatchback sales; the A+ benchmark Sagittarius, which has achieved cumulative sales of 3.5 million units in the 15 years since its listing; and the A-class evergreen, Bora, which has sold 3.5 million vehicles in the 20th year of listing. Sagitar and Bora have accumulated sales of 7 million vehicles, achieving the highest cumulative sales of a single brand in the domestic A-class sedan market.
Volkswagen brand's first B+ SUV
In the SUV market, the FAW-Volkswagen brand launched the first B+ SUV to fill the gap in the high-end SUV market. Since its listing, sales have steadily climbed, with sales in December increasing by more than 50% month-on-month. In addition, the performance of the Tanyue family is also remarkable, with sales of 450,000 units in the three years since its listing.
Qixin 2021 is user-centric and digital-driven, opening up digital and intelligent transformation
With the rapid development of digital technology and the rise of emerging media, consumers' attention is extremely dispersed, traffic has become a scarce resource, and only strongly personalized and interactive content can catch the "eyeballs" of users. In the face of the new media environment and user needs, FAW-Volkswagen has effectively implemented the digital and intelligent transformation of user-centered and digital-driven in the three aspects of "product planning, innovative marketing, and service experience".
In order to achieve "user-centricity", FAW-Volkswagen has opened up multiple data platforms to collect, integrate and analyze data, build a user insight system for all scenarios and journeys, and draw more accurate user portraits, based on product planning, precision marketing and service improvement.
New Digital Golf GTI
In terms of product planning, FAW-Volkswagen has launched products that are more in line with user needs, including a new all-round flagship SUV for user consumption upgrades, a new digital Golf GTI for the personalized needs of young users, and an ID.CROZZ family for users to be electrified, intelligent and networked.
At the level of innovative marketing, FAW-Volkswagen has created an online and offline contact matrix that can reach users in real time, and uses digital methods to break through user links, more efficiently provide users with accurate, comprehensive and high-quality exclusive content, and accurately distribute and fission diffuse through public domain, pan-private domain, private domain, full marketing and other channels.
OTD personalized customization service
In order to create a more comprehensive and comfortable user experience, the FAW-Volkswagen brand has built a 3M (Mobje Mojie Travel, MOSI Moses Zhilian, CAMS Supplementary Ecology) service ecology to solve the consumption pain points of users in the travel ecology. At the same time, in order to meet the individual needs of users, FAW-Volkswagen has also created OTD personalized customization services. Users can customize the model configuration through a performance-based customization e-commerce platform. The full range of models can be selected from more than 100,000 equipment combinations. Up to now, OTD personalization has achieved sales of 178,000.
Zhongzhi 2022 sales target is 1.225 million units
In 2022, the automotive industry will be weakened by the impact of "lack of cores", the production capacity of mainstream joint ventures will gradually recover, and the passenger car market will show stronger resilience. It is expected that the passenger car market as a whole will maintain a growth trend, and the proportion of increased and exchanged purchases will continue to increase, and the era of more fierce stock competition will soon begin. In addition, the penetration rate of the new energy market will continue to increase, and the structure of the automotive industry will accelerate its evolution.
"Despite the ever-changing marketing environment and increasingly fierce competition in the market, we are confident that we will achieve our sales target of 1.225 million units in 2022, achieving a year-on-year increase of 23.9%." Zhao Yingru, deputy general manager of FAW-Volkswagen Sales Co., Ltd., said, "We believe that as long as we work together, face difficulties, and take advantage of the situation, we can achieve product breakthroughs, further digital and intelligent transformation, new sales goals, and new brand heights." ”
In terms of product layout, in 2022, the FAW-Volkswagen brand will usher in a major product year, launching 6 new cars throughout the year, including 1 new B-class SUV and 5 redesigned models. The new B-class SUV will become a new benchmark for market segment value with a new highly recognizable exterior design, a highly tech-based interior cockpit, a large 5-seater space in the same class and a comprehensive and rich configuration; five redesigned models covering Sagittarius, Bora, Mago, Tange and Tangyue will adopt Volkswagen's latest design language, equipped with a more modern and stylish interior cockpit and Volkswagen's leading driver assistance system. In addition, it is worth mentioning that the new models to be launched this year will fully implement the price value strategy and greatly enhance the value and competitiveness of products. It is believed that with the launch of new products, FAW-Volkswagen will usher in unprecedented market opportunities.
At the same time, in 2022, the FAW-Volkswagen brand will enter the stage of digital and intelligent transformation 2.0, closely follow the needs of users, focus on the three dimensions of innovative marketing, lean sales, and pleasant experience, and comprehensively deepen digital transformation.
First of all, FAW-Volkswagen will integrate all resources to deeply cultivate data, and drive digital and intelligent marketing reform and achieve smart marketing through five dimensions: new strategy, new content, new channels, new technologies, and new organizations.
At the strategic level, FAW-Volkswagen will comprehensively iterate the strategy model from data collection to communication diagnostic model, accurately implement policies, and output detailed content and channel suggestions.
At the content level, FAW-Volkswagen will make breakthroughs from four aspects: more systematic, more explosive, richer and more accurate, and systematically create rich, diversified and valuable high-quality content to achieve content-driven growth;
At the channel level, FAW-Volkswagen will focus on the three major areas of public domain, private domain and live broadcast, realize public domain innovation and efficiency improvement by creating traffic fields, vertical fields and integration fields in the public domain, promote the expansion of user scale to 20 million in the private domain by creating rigid user needs and high-frequency use of product functions, and build a live broadcast matrix of 1 official + 300 distribution + X external adults at the live broadcast level.
At the technical level, FAW-Volkswagen will focus on the application of Martech's new technology to achieve accurate delivery of public domain advertising, increase the stickiness and activity of private domain users, mining and growth point expansion of the funnel of customers, and fully empower the growth of high-quality customers of the brand.
At the level of organizational collaboration, FAW-Volkswagen will further improve the cross-departmental communication platform, coordinate the resources of various departments horizontally, and deepen the three-level linkage of headquarters-region-dealer vertically.
Secondly, in the face of an increasingly competitive market, the FAW-Volkswagen brand will continue to practice the management concept of lean supply and demand, promote efficient inventory turnover, shorten the number of inventory turnover days to less than 30 days, maintain inventory depth level below 1.0, and continue to transform to an order-oriented sales model to achieve lean sales.
Finally, FAW-Volkswagen will also focus on the life cycle of customers' all-purpose vehicles, fully implement the user-centered service concept, and make concerted efforts in pre-sales and after-sales, online and offline, including upgrading 300 offline exhibition halls, strengthening charging ecological construction, comprehensively upgrading rescue services, and after-sales service digital intelligence construction, etc., to provide users with mechanism service experience.
Conclusion: 2022 is the 31st year of FAW-Volkswagen's intensive cultivation of the Chinese market, and in the past 31 years, FAW-Volkswagen, as an industry leader, has made outstanding contributions to the development of China's automotive industry. In the future, FAW-Volkswagen will continue to provide consumers in China with a higher quality and better car life.