Inspire a new future and forge ahead. Since the launch of the faw-Volkswagen Jetta brand in September 2019, the FAW-Volkswagen Jetta brand has practiced the innovative marketing concept of FAW-Volkswagen, successfully broken through in the face of adversity, and has become the fastest German brand with cumulative sales of more than 200,000 units in the Chinese auto market and one of the best new brands in the economic market in the past decade or so.
In 2021, which is defined as the year of "enlightenment", FAW-Volkswagen has made another effort in all aspects, including marketing capabilities, making full use of the advantages of the existing system to empower the Jetta brand and continuously enhance the market competitiveness of the Jetta brand. With the change of strain, the FAW-Volkswagen Jetta brand is entering a new realm in the field of marketing!
Fully empowered with strong system capabilities
"Before independence, the Jetta 'often won battles' and was a 'sales bearer' model under the Volkswagen brand. And now we must 'often fight a hard battle', while maintaining the brand image of the Jetta and not winning at the price, but also striving for sales. Wang Hao, deputy general manager of the FAW-Volkswagen Jetta brand and general manager of the Jetta brand sales division, said frankly that after the independence of the Jetta brand, it is facing its own problems such as the urgent need for public awareness to be promoted and improved, the urgent need to speed up the launch of new models, as well as the chip shortage crisis and the unfavorable situation of the local recurrence of the epidemic.
Wang Hao, deputy general manager of FAW-Volkswagen Jetta brand and general manager of Jetta brand sales division
However, despite the difficulties, jetta, as a sub-brand of the Volkswagen brand, has received the greatest support from both FAW-Volkswagen shareholders. Relying on the strong system capabilities of FAW-Volkswagen and the advantages of products, technologies and platforms of Volkswagen and Audi brands, Jetta has not only achieved cost optimization, but also further enhanced market competitiveness.
In order to make the Jetta brand more flexible and closer to the market, in 2021, FAW-Volkswagen will transfer the Jetta brand sales division from FAW-Volkswagen Sales Co., Ltd. to FAW-Volkswagen Co., Ltd. Chengdu Branch and Jetta brand. A new round of organizational structure and responsibilities changes means that the Jetta brand officially declares independent operation and realizes the integration of production and marketing.
As a start-up brand, Jetta's current volume is still very small, and the requirement at this stage is to act faster, shorten the decision-making process as much as possible, and integrate customer needs into product research and development as soon as possible. This system allows the Jetta brand to react more quickly to the market, and at the same time makes marketing more closely connected with production and research and development.
Use "precision" to win "hard battles"
It is precisely because of the characteristics of the start-up brand "small size" that the Jetta brand is committed to concentrating limited resources on the local market and driving the overall growth of sales through the way of "precision and precision".
Under the guidance of this idea, jetta sales division has carried out a series of landing thinking and actions. First of all, to find out where their potential customers are, for this reason, the Jetta Sales Division uses the "exploration" method to confirm the concentration of potential customers. Through the most intuitive "sales map planting flag" found that there was a certain deviation in the cognition, and most of the Jetta users were concentrated in third- and fourth-tier cities, rather than the more sinking channels previously thought - county and town markets. Understanding this, Jetta began to target one city and one city in terms of marketing, began to implement exposure adjustments around the user's life scene and car purchase decision scene, and accurately exerted force in the traditional advantage market of Jetta driving school. While clarifying the key markets of Jetta, the sales department of Jetta is also more "focused" when developing the county and town markets, focusing the attention of the marketing team on the most important automobile sales areas in the county and town markets, and making great efforts to cut its own "market cake" here.
In order to help achieve sales targets in 2021 through the four major battles of "large user market breakthrough battle, local market breakthrough battle, contact sinking breakthrough battle, and baoke fission breakthrough battle", jetta brand sales division also guides and helps dealers refine channel sinking work, improve customer acquisition capabilities and basic operation capabilities. Due to limited marketing resources, Jetta will give priority to regional markets with potential, thereby driving the growth of the entire market. At the same time, it will also support smaller dealers with low risk resistance in a targeted manner to enhance their profitability, sense of gain and follow-up.
The pursuit of "precision" strategy and tactics has finally paid off. It is understood that the Jetta brand achieved cumulative sales of 133,000 vehicles in the first 10 months of 2021, an increase of 15% year-on-year, which is not easy in 2021, when the market is facing many challenges.
Touchpoints extend to more users
In order to further consolidate the system capabilities of the Jetta brand, grow together with dealer partners, and seize market opportunities to take advantage of the momentum, the Jetta brand sales division will focus on brand leaping, sales breakthrough, channel empowerment and system innovation in 2021, and the same frequency brand marketing rhythm action with dealers, and comprehensively support dealers to become bigger and stronger in the local market.
Of course, the goal of the sales region of the Jetta brand is also very clear, as Cao Dayong, manager of the Southwest Region of jetta, said that since the establishment of the brand, the entire southwest region has always acted in accordance with the ideas of the headquarters in the marketing system, taking the sinking of the channel and the fission of the customer as an important idea for implementing the marketing action, reaching more users through a more accurate way, and actively developing the "contact network" under the premise of respecting dealers.
Taking Kunming in Yunnan Community as an example, due to FAW-Volkswagen's years of deep cultivation in the local market, customers have a high recognition of German cars, especially the FAW-Volkswagen brand, which is helpful for jetta's market development. But how to let them know that Jetta is already an independent, Volkswagen sub-brand is a problem.
As an excellent Jetta brand dealer, Kunming Yiyou has made consumers know more and more about Jetta through warm activities such as "watching movies every month", "quarterly self-driving tour" and "half-year family banquet". And the return visit of each user every month also allows consumers to recognize the "family affection" of Jetta. "The long-term maintenance of users has also brought great returns to the Jetta brand, and by the end of November 2021, our referral rate of old customers has approached 10%. More importantly, after more than two years of development, the 'contact network' can already contribute about 35% of sales per month, becoming a new sales highlight. Xiao Feng, general manager of Kunming Yiyou, excitedly introduced.
Thirty and standing, the future can be expected. The Jetta model once "turned three thousand miles in one body, and blocked a million divisions with one sword". Today's gathering will surely become a new driving force for tomorrow, encouraging the Jetta brand and dealer partners to move forward side by side with a firmer belief and start a new journey!
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