Starting from 9 million users, FAW Toyota has entered a new era of direct user connection

At the end of the year, various car companies have released sales in 2021. FAW Toyota, which is known for its steady growth, once again outperformed the market with annual sales of more than 860,000 units, an increase of 8% year-on-year, marking a successful end to 2021.

The growth of sales volume is the embodiment of the strong comprehensive strength of the brand. In 2021, FAW Toyota launched a number of blockbuster new cars, comprehensively renewed the Crown brand, actively fulfilled its corporate social responsibility, and won the award for quality service. If we say that facing the changes of the times, strengthening the system, consolidating the foundation, embracing changes, and leading the trend, it is the guideline for FAW Toyota to achieve a bumper harvest. Then, the business philosophy of "user-centric" and putting user needs and experiences first is the key factor for FAW Toyota to win the market and win users.

In 2021, FAW Toyota, which has comprehensively transformed towards user operations from thinking to action, has entered a new era of direct user connection.

Strengthen the product lineup to meet the needs of users

User-centric, the first thing is to provide users with high-quality products. But this is by no means to say that it is enough to make a good product. FAW Toyota has been deeply engaged in the Chinese market for 18 years, and its consistent adherence to the "open can not be bad" Toyota quality has long become the consensus of the industry, in the TNGA era, FAW Toyota's products "better open, better looking, safer" label has also been deeply rooted in the hearts of the people. On this basis, deep insight into consumer needs and providing consumers with high-quality products that meet their needs or even exceed expectations are the keys to FAW Toyota's continuous development and improvement.

This year, FAW Toyota launched five new models based on the TNGA architecture, each of which is based on insight into consumer needs. Crown Land Release meets the current user consumption upgrades and the growing demand for the market's large 7-seat high-quality SUVs; Asiatic Lion, which meets the user's demand for high-quality A+ class cars; Rongfang Dual Engine E+, which meets the user's demand for low-carbon travel of mainstream SUVs; Lingfang HARRIER, which provides an elegant and calm light luxury choice for the "new sophistication" crowd; and the new Yize IZUA Dual Engine, which provides a richer choice for cool players who pursue green travel.

The richer product matrix and the grasp of market segments have won the favor of consumers and laid a solid foundation for the high-quality development of FAW Toyota.

Improve service quality and enjoy user experience

High-quality products are the first step in connecting users with their brands. Today, user operations have become a full-life cycle issue. FAW Toyota not only meets the travel needs of users with high-quality products, but also provides users with a high-quality service experience.

High-quality service has always been the business card of FAW Toyota and is well known in the industry. Over the years, FAW Toyota has always adhered to the "customer first" business philosophy and the service concept of "professional sincerity to the car", put deepening after-sales service, strengthening value chain business, and improving customer satisfaction in the first place, and closely followed the changes in customer needs, constantly innovating in service, and providing users with a pleasant experience covering all aspects of people, cars and life around the whole life cycle of the vehicle.

In 2021, FAW Toyota established an institutional mechanism for operating customers (General Manager CS-Day: Listening to Customer Voice Improvement Activities, etc.), transformed automobile services from the traditional "passive response" to "active care", and improved customer satisfaction; at the same time, launched the third-generation store transformation, comprehensively upgraded the functions of network services, and showed a new brand image to consumers; and opened up more channel networks to make it more convenient for consumers to buy and enjoy after-sales service After the brand helps to improve the operation and profitability of the channel network, it has more energy to bring better services to users, forming a virtuous circle and improving user satisfaction and reputation.

FAW Toyota's high-quality services have also been widely recognized by the industry and consumers. In the 2021 China Automotive Industry User Satisfaction Index (CACSI) evaluation results, FAW Toyota once again won the joint venture brand sales service satisfaction index and after-sales service satisfaction index, of which after-sales service satisfaction won four consecutive championships. In addition, FAW Toyota also won the championship in J.D.Power's 2020 China Dealer Satisfaction Research Report. In the Toyota system, which is known for its service, FAW Toyota has once again won the "Toyota Global Service Commendation Gold Award", and has won the gold award for 6 consecutive years and a total of 7 times, which is the toyota business unit that has received the most awards in China.

Digital Marketing Innovation Enters a New Era of Direct User Connection

Excellent products and services have helped FAW Toyota gain the trust of 9 million users and become an outstanding representative of the joint venture car companies, but in the new era of rapid development and change in the industry driven by technology, this is far from enough.

At a time when the mobile Internet, big data, and AI artificial intelligence are accelerating the in-depth transformation of product intelligence and industrial structure optimization, users have already taken the lead in entering the digital era, and user needs are also changing rapidly towards the trend of personalized expression, community communication, and digital experience. In view of this, FAW Toyota has recognized changes and adapted, accelerated the transformation of digital replacement, strengthened user operations, improved user experience, and upgraded to user-operated enterprises.

On the one hand, through digital technology to reach users, FAW Toyota focuses on the operation of private domain traffic and the construction of user ecology, from meeting needs to making users happy, and achieving emotional experience and emotional interaction that exceeds user expectations. For example, the FAW Toyota Super APP, which was launched in the first half of 2021, connects customers, dealers and manufacturers, and realizes the six functions of sales, service, Internet of Vehicles, charging, travel, and community, bringing users an efficient and convenient pleasant experience covering the whole life cycle. At the same time, for new users, FAW Toyota has established more than 1 million and user groups to provide users with "one customer group" instant service, so that the connection between users and enterprises is closer.

On the other hand, through marketing innovation, direct connection to users, and co-creation and symbiosis with users, FAW Toyota allows more users to participate in the creation and sharing of brand spirit and product value. At the launch of the Listing of LINGFANG HARREIR, FAW Toyota launched a fan experience activity with the theme of "Empathy, Co-creation, Sharing - Lingfang Mass Experience Plan" with the participation of manufacturers, media and fan users, advocating that fans of the Toyota brand and faw Toyota's close friends share car stories and life insights through platforms such as Douyin and Sina, jointly write car life, gain widespread attention, and create a new model of industry marketing.

summary:

With the profound changes of the new four modernizations, the relationship between automobile brands and users has changed from a single commodity transaction to a continuous link. In the face of a huge user base and a long use cycle, how to create a delicate and thoughtful service for users is worth the brand's in-depth consideration. Whether it is "to the extreme" or "mass production happiness", FAW Toyota has always adhered to the concept of "user first", whether it is to better meet the diversified needs of users with a strong high product matrix; or to make full use of digital technology to achieve closer and sincere communication and create a better service experience for users; and even actively invite users to participate in brand co-creation and co-construction, play with users, and deeply build together. After achieving cumulative sales of 9 million, FAW Toyota has opened the door to user transformation, and the determination to re-understand and reconstruct linked users will continue to support FAW Toyota to move steadily towards tens of millions.