TU-TESL

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With a 30% increase in sales in 2019, Pentium hopes to continue to significantly increase sales in 2020 and set a high growth target of nearly 66%. It's not easy to be independent, and the sudden outbreak of the new year has even disrupted the pace of the car market. At the same time, facing the pressure of supply chain, production and sales, marketing services, cost and other aspects, how can enterprises move towards the established goal? Recently, auto home talked to Yang Dayong, vice general manager of FAW car sales. He said that he planned to actively seek a stable development path through various measures such as strict internal control, reasonable promotion of resumption process, sharing difficulties with suppliers / dealers, and launching Online + offline services. Automobile consumption is only delayed, but just under the requirements of isolation and control policy, the resumption time of vehicle factory and supporting parts factory is delayed by 2-3 weeks compared with previous years, the difficulty of upstream production organization is increased, and the purchase demand of downstream users is also curbed. How long will this "black swan" incident be turbulent? According to Yang, the car sales and production in the first quarter of 2020 will be affected. In particular, new energy vehicles may suffer more adverse effects than traditional power vehicles due to the limit of mileage. However, the supply capacity of Chinese automobile enterprises is sufficient, and the recovery of production capacity will be very rapid. I believe that the state will attach great importance to the sound development of China's automobile industry and take relevant measures to support the automobile industry. Compared with the automobile market in the SARS period in 2003, the "FAW Pentium return to work" achieved a strong rebound in sales volume at that time due to the rapid growth of economy and automobile development stage. Today's automobile market has entered stock competition, and the scope and degree of adverse impact of the epidemic are greater than that in 2003. The epidemic caused the automobile industry to press the "pause" button for a short time. After the recovery, it will promote the purchase of vehicles for the first time, but it will not bring significant increase to the overall market. In view of the medium and long-term development trend, Yang Dayong believes that the prediction of the future trend of China's automobile market depends on the macroeconomic trend. The fundamentals of China's long-term good and high-quality economic growth will not change. In the long run, automobile consumption will only be delayed, not disappear. The epidemic will not affect the long-term development of China's auto industry and auto market. As a comprehensive industry with strong social support, digital marketing solves the urgent need of users to buy cars. The resilience of automobile enterprises is rapidly emerging under the epidemic situation. On the one hand, major automobile enterprises actively donate money and materials to front-line soldiers, and on the other hand, they formulate response strategies and organize production and self-help. According to incomplete statistics, at present, more than 70 automobile enterprises have participated in the donation, with a cumulative value of more than 1 billion yuan. At the same time, in order to ensure the normal operation of dealers, many car enterprises transfer their marketing work to online. FAW Pentium's response speed is also very fast. According to Yang Dayong, the management of FAW Pentium has returned to work during the Spring Festival, formulated relevant plans for epidemic prevention and control as early as possible, deployed personnel, production resources and adequate protection on site, and introduced relevant flexible work system and other care policies. For example, clock in of body temperature, "college entrance examination style" dining, elevator tissue, and distribution of masks have become standard during the epidemic prevention and control period. Although the Spring Festival holiday was extended to February 9, FAW Pentium started online business with more than 200 dealers on February 8, competing against time to reduce the adverse impact of the epidemic. According to Yang Dayong, at this stage, people will try their best to avoid taking public transportation to reduce the risk of infection, which in turn will stimulate users to want to buy cars urgently and meet the rigid needs of these users as much as possible. According to the situation of car market in SARS period in 2003, although the passenger flow of 4S stores decreased, the transaction rate and volume increased significantly. Because consumers have simplified the "preliminary work" of car purchase, instead of repeatedly shopping in physical stores, they choose cars through online comparison. This gives car companies an opportunity to expand their customers and strengthen their brand power through effective online marketing. In the special period, especially test the online layout and digital transformation ability of enterprises in the early stage. Based on the positioning of "Internet of things vehicles", in July last year, FAW Pentium started to promote the new upgrading of dealers, transform the whole network dealership into "Internet of things vehicle Experience Hall", and encourage dealers to open online VR showroom services. Through the development of "sincere consultant" of DLR SA intelligent system, Pentium can realize the digital services of customer maintenance personalization, dealer service intellectualization and data visualization of the Department. (click to view the six dealer support policies of Pentium push.) in addition, FAW Pentium also relies on the Pentium yomi app, car phone and 400 phone platform to quickly respond to user needs, and emergency rescue can be solved with one click. A heartwarming detail is that FAW Pentium set up a position in Pentium radio station at the vehicle terminal to timely convey the epidemic information and epidemic prevention measures through a series of programs of "yomi epidemic prevention station"; at the same time, it collected the aspirations of Pentium owners, produced the program of "Pentium gas station", and improved the confidence of Pentium users and the public in overcoming the epidemic. Not only for the immediate epidemic, in fact, since the launch of the new brand strategy in 2018, the style of marketing service and user operation has changed significantly. "We have built 4f (find, follow, feel, fans) marketing, sorted out 21 stages and 85 customer experience contacts," Yang said. In 2020, we will continue to integrate online and offline experience scenarios, create the ultimate experience of reaching the user's mind, form a user ecological closed loop, and create 4f marketing 2.0 +. " How to sell 200000 new models? In terms of sales volume, in 2019, driven by three new series of products, T99, T77 and t33, FAW Pentium achieved sales of 125000 vehicles, a year-on-year increase of 33%. In the first month of 2020, the sales volume has also achieved a year-on-year growth of 60.4%. Although the starting point is not high before, such growth rate is still rare in the cold current of automobile market. "Data source: FAW Pentium" Yang Dayong said that in 2020, FAW Pentium will still not slow down the pace of product innovation and sales. According to the latest product planning of FAW Pentium, four product series of "B, e, s, t" will be built. Based on the modular design, the FMA traditional fuel vehicle platform and FME new vehicle platform can be derived from a variety of models with a wheelbase of 2575-2800mm, and the products can be extended to cars, crossover vehicles, and. "Pentium c105" according to him, this year will launch the Pentium T77 1.5T model, and c105, d357, D365 three new strategic models. C105, which appeared last year, is the first pure electric vehicle based on FME platform. D356 and d357 are positioned as small SUVs and compact cars respectively. Based on the launch of new models, FAW Pentium set a sales challenge target of 200000 vehicles in January. The whole "three year action plan of Longteng" puts forward the goals of "200000 +" in 2020, "400000 +" in 2021, "600000 +" in 2022, and the production and marketing scale of 2025 to break through 1.5 million vehicles and enter the first camp of Chinese independent brands. As far as the 2020 target is concerned, it means that more than 60% year-on-year growth needs to be achieved. In the face of the "black swan" incident, Yang Dayong still needs to keep the pace: "the current priority is to prevent and control the epidemic, help dealers to get through the difficulties, and help some users solve the problem of car purchase. We haven't considered adjusting our goals for the time being. We are trying to ensure normal operation by improving user services and other measures. " Based on the need of epidemic prevention and control, Pentium has cancelled offline marketing activities. Yang Dayong stressed that FAW Pentium will pay more attention to marketing innovation and let new models meet consumers as soon as possible through online release and other forms. At the same time, in order to steadily promote the pace of production and marketing, FAW Pentium will strengthen the planning management, carry out reasonable target planning, fully analyze the market capacity and market share of each model segment, refer to the seasonal index of the product, and predict and calculate the annual Aak & STD sales according to the reasonable inventory based on the factors such as sales volume fluctuation within the product life cycle, annual model switching, new vehicle listing, policy fluctuation, etc Volume target, according to the sales efficiency and seasonal index, adjust the sales rhythm of each month accurately and reasonably. The key is to reconstruct the confidence of the car market. In the whole communication process, Yang Dayong mentioned the most key word is "confidence". In his view, users' yearning for a better life is long-term and unchangeable. After this epidemic, this yearning and pursuit will even become more direct and urgent. Automobile enterprises need to seize the opportunity to create better automobile products and provide more suitable service for consumers' needs and experience, so that there will be a broad development space in the future. China's automobile industry has experienced numerous tests, and has realized from scratch, from small to large, from weak to strong. Now it is in the critical period of changing lanes and overtaking, and the automobile has gradually changed from a single means of transportation to a variety of intelligent mobile service living space. Under the current situation, the new crown epidemic situation can promote automobile enterprises to innovate their thinking, logic and methods, and accelerate the use of new Internet of things technologies to solve users' vehicle needs. "We should arrange R & D, production and marketing properly, keep a positive attitude of the enterprise, and expect to bring a positive side to China's car market while the epidemic makes us stronger."