TU-TESL

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Once a year, the curtain has been opened, "home" battle of GAC Honda has become the focus of the brand. This year, GAC Honda not only launched new products such as Ponzi and VE-1, but also the sales volume in the first 10 months rose by 7.18% against the trend, which is particularly brilliant against the background of negative growth of the whole market. So in the cold winter of the car market, what exactly did GAC Honda do right, and can it make the outside world impressive again and again? "Relying on the coordinated development of multiple advantageous products, GAC Honda can achieve more than expected results." Liu chaoming, deputy director of Sales Department of the first business division of Guangzhou Honda Automobile Sales Co., Ltd., said the core reason for the growth was that "products are king". However, if you carefully observe this press conference of GAC Honda, you can see that the product no longer seems to be the focus, GAC Honda will focus on the new starting point of "service system", and release the idea of creating a new brand of fun link car life. The rapid and iterative service system has become a new driving force for the development of GAC Honda. As can be seen from the whole exhibition area this year, GAC Honda wants to bring immersive experience to consumers, and strengthens the important connection of "people to people" and "people to car". And in different theme areas, you can see many latest forward-looking technologies such as sensing and Honda connect 2.0, the third generation i-mmd, sport EV, etc. The newly launched pure electric SUV VE-1 and haoying, which will be launched on November 30, also appear together. Liu chaoming focused on introducing the new haoying. "Haoying is a brand and product newly created. It is divided into two power versions: hybrid and gasoline. It is equipped with the third generation i-mmd hybrid system and the new 1.5T power system, which are super efficient in the world. It has its own exclusive exterior design and matches a number of intelligent and safe technology configurations. For example, the design of the kicking electric tailgate for the first time is a car that particularly shows the personality of young people. " Haoying has entered the compact SUV market with increasingly fierce competition in China's automobile market, which is also under great pressure for GAC Honda. But through Liu chaoming's introduction, we can also see that haoying is the integrator of Honda technology, and it is more close to young users in terms of appearance design compared with family models, and the pre-sale price of 180000 yuan is also very competitive. With the introduction of "little fun, big crown, and haoying", the product matrix of Honda's SUV is more perfect, making up for the product gap. With regard to haoying, Liu chaoming focused on expressing his high expectations for hybrid products, "the sales volume of Rui hybrid vehicles has exceeded 5000 vehicles / month. Odyssey Rui hybrid is also in short supply, so GAC Honda believes that haoyingrui hybrid will also be praised by users. With regard to the sales volume of this model, GAC Honda believes that with the strong product power of haoying, it can be in the first camp position in the same level of SUV models. " In 2019, the whole car market shows a downward trend, and the prospect in 2020 is worrying. However, Liu chaoming said with great confidence, "GAC Honda will take technology as innovation and service as cornerstone next year, and go to a higher sales target, hoping to have an increase of no less than 5%." In the current automobile environment, it is already a winner to maintain the year-on-year stable sales volume. What specific measures can GAC Honda take to support the development goal of rising against the trend? "First of all, in terms of macro-economy, there will be downward pressure on the economy. However, we believe that the country is promoting reform, stabilizing growth and other measures will also promote the quality development of macro-economy. In terms of industrial policies, I don't think there should be much change, including the new energy policy, the national implementation of the sixth national transformation, and the policy of restricting the licensing and purchasing of cities. " "At the consumer level, GAC Honda believes that after years of development, China's automobile industry has entered such a comprehensive competitive market situation. It should be said that the demand of the first purchase users will be reduced, and the increase and exchange purchase will be relatively the main purchase performance type. The fluctuation of consumer's family level will continue to affect the effect of car purchase decision-making in the next year. In addition, the customers just needed in next year will also be a main force of purchase. " Liu chaoming made a detailed judgment on China's automobile consumption market in 2020. On this basis, GAC Honda is expected to introduce more new models and technologies, and accelerate the upgrading of existing models. According to the existing information, the mid-term modified crown road and a new generation of Feidu will be launched next year. The launch of two "fist" products will greatly enhance the competitiveness of GAC Honda. And some of Honda's products are slightly insufficient in power. In the future, it will also increase hybrid power and turbocharging in more models. We can see from the above that GAC Honda is developing continuously at the product end, and the final sales performance also confirms the efforts made by the brand. But the improvement of market performance is far from what can be achieved with good products alone. How to be closer to users and improve the service system is also one of the key points of brand upward. In July this year, GAC Honda has accumulated 7 million users. It is the most important thing for GAC Honda to establish a unified service image and standard in the future. I don't know if you remember the brand slogan "let the dream go further" issued by GAC Honda in 2016. Under this premise, combined with the new needs of current users, GAC Honda has released a brand-new service brand proposition - Fun link car life creation and creation of 3.0 service mode. Fun link's car creation and sharing life takes people and cars as its dual core, including four cores of "satisfied trust", "smart smart smart convenience", "social social networking", "sharing co creation and sharing". Value output runs through the whole service process, which is called the new "4S". I'm sure you don't know the specific measures and characteristics of the new 4S store. Liu chaoming also answered for us. The first is to create a new intensive and efficient workshop of industry No.1 to improve the workshop service efficiency and service ability; the second is to build a high-quality management system, namely the big data system background, to make full use of the latest 5g technology to ensure the high quality and accuracy of maintenance services; the third is to create an intelligent online experience service to provide convenient services to customers and enrich customer experience. The fourth point is to build a "transparent service E-body" system, which connects wechat appointment, door-to-door pick-up, iPad pick-up, transparent workshop and remote online payment, and door-to-door delivery service processes, so that customers can enjoy vehicle maintenance and repair without leaving the home; the fifth point is to build a special store car club, and establish a circle of communication between owners and owners; the last point is to be a circle Build it up to enrich the activities of different car owners.