2021 finally came to an end, the new red flag official announcement: in December 2021, the new red flag with more than 39,100 units of monthly sales, once again refreshed the single-month sales record; 2021 annual sales exceeded 300,000 units, an increase of more than 50% year-on-year, the growth rate of 10 times the industry average, a new milestone in the sales of the collision brand. In particular, the two flagship models of the new Hongqi product matrix, the Hongqi H9 and the Hongqi E-HS9, have exceeded 40,000 units and 5,400 units in the whole year respectively, ranking in the forefront of the same level of products in their respective markets, and have become the pilots of the new Hongqi occupying independent luxury car brands.
The achievement of 300,000 sales announced that the new red flag has created an industrial flag with a sales increase of 63 times in 4 years, and once again played the strongest sound of the national automobile brand.
On December 24, the number of new Hongqi brand owners officially exceeded 600,000, and the gradual expansion of the Hongqi car owner group has formed a benign two-way support with the rapid development of the brand, jointly creating a new legend of China's automobile industry.
In 2021, in terms of brand marketing, around the concept of "three everything" and the principle of "customer-centric", New Hongqi accurately selects high-exposure hot topics that are highly suitable for the core connotation and temperament of Hongqi, enriches the contact points of the brand with customers through the innovative "wisdom six-in-one" marketing model, continues to enrich the brand image and user image, and continuously increases the brand reputation and user activity.
Excellent brand marketing is inseparable from high-attention topics, and it is even more necessary to make the topic accurately fit the connotation attributes of the brand itself. At the 32nd Summer Olympic Games to be held in 2021, as the five-star red flag was raised again and again on the field, the glory and pride of the prosperous country (parameter | picture) surged in the hearts of the people. Taking this as an opportunity, New Hongqi has launched a series of new marketing initiatives in the sports field, which has become the most eye-catching highlight in the marketing practice of the entire industry throughout the year. On August 5, New Hongqi announced the donation of H9 (parameter | picture) products or use rights to China Glory athletes, which caused widespread discussion and praise from all walks of life; on September 10, New Hongqi officially launched the delivery of H9 products to Glory Athletes, and officially signed a strategic cooperation agreement with the Winter Sports Management Center of the State General Administration of Sport, and became a strategic partner of the Chinese Snowmobile National Team, the Steel Frame Snowmobile National Team, and the Bobsleigh National Team, fully participating in the 2022 Beijing Winter Olympics cycle. Since then, the National Hongqi Brand Experience Center has successively held more than 100 H9 delivery ceremonies for glory athletes, so that the national feelings of sports vibrate the heartstrings of customers. With the approaching of the 2022 Beijing Winter Olympics, the new red flag that has already made a perfect layout in the field of ice and snow sports will surely send customers a more wonderful and unforgettable glorious experience.
Truly effective brand marketing must be firmly rooted in the customer value experience. In 2021, the brand ecology construction of New Hongqi has not only become the most prominent achievement of brand marketing throughout the year, but also built a value experience space for customers with unlimited growth with the help of the "wisdom six-in-one" innovation model. On July 17, the "2021 Hongqi Fan Festival" was held in Changchun, and the new Hongqi officially launched the "Qishi Ecology", releasing innovative species such as the officially certified Riders Association, the Qishi Alliance, and the "717 Qishi Pet Powder Festival". In October, FAW Hongqi officially launched its strategic cooperation with Wanda Group, and the two sides announced that they would jointly build a "Hongqi User Experience Ecology" and draw a clear blueprint for the lasting development of the brand ecology and the long-term improvement of customer value through carriers such as "New Hongqi Supermarket Experience Store" and "Hongqi Wanda Smart Community"; Therefore, with brand ecology as the core, a complete system covering five dimensions such as entertainment ecology, travel ecology, cultural ecology, and service ecology is accelerating towards the goal of achieving a better life for more customers.
Deliver the brand philosophy with an eye on the customer experience. The brand marketing of New Hongqi in 2021 will perfectly integrate hot topics, forward-looking thinking, innovative models, brand temperament and customer experience, and jointly play the most exciting melody of New Hongqi's upward breakthrough development throughout the year.
Innovative products are the most important foundation for the development of automotive brands. In 2021, with the "double carbon" strategy and FAW Hongqi's development plan as the traction and the leading industry's brand marketing as the help, new Hongqi has set a new benchmark for national brand automotive products in terms of product innovation.
At the Shanghai International Auto Show in April 2021, FAW Hongqi released the "1+10" blockbuster results, among which the new development model of "EcoLin5 five-chain integration" with the goal of practicing the national "carbon peak and carbon neutrality" strategy, and the heavyweight new energy product E-QM5 (parameter | picture) that assumed the "EcoLin5 five-chain integration" were the most eye-catching. With more than 200 patents and a cleaning strength of 103 grams of carbon dioxide emissions per kilometer, the new Hongqi E-QM5 is far ahead of the industry and brings new surprises to customers; in December, FAW Hongqi announced at the Hainan Boao Forum that the E-QM5, which was previously built for the travel market, will launch a new product version for private customers next year, providing a new focus for meeting more customer needs in the field of new energy.
On September 28, 2021, the "New Hongqi HS7, HS5, H5 Renewal Listing Ceremony" was held in Changchun, and the three products favored by the most customers ushered in the moment of renewal and upgrading, which also showed that the new Hongqi product family has entered a more benign and sustainable development track after 4 years of rapid expansion. The three-car renovation has carried out many upgrades in terms of appearance, interior, intelligence and luxury configuration, and the amount of additional equipment has not been increased, which has responded to customer needs loudly. Coupled with the 200,000 sales announced in the same period, this product renewal has become a particularly shining beacon on the road to the development of new Hongqi products in 2021.
At the Guangzhou International Automobile Exhibition in November 2021, New Hongqi unveiled the renewal and upgrade of its most important flagship products, the H9 and E-HS9. In the 2022 H9, the new Hongqi has achieved as many as 23 new upgrades for customers, so that this popular domestic C+ class luxury sedan benchmark continues to consolidate its leading strength and position in the same class. In the newly launched E-HS9 120-degree battery growth endurance product, this collection of 564 patents representing the top technology of Hongqi's mass production models has added a high-capacity battery of 120 kWh and NEDC cruising range of up to 690 kilometers, responding to the strong demand of customers for worry-free travel. In June 2021, E-HS9 successfully challenged the domestic first public double-sided column collision test, which perfectly demonstrated the strong strength of product battery safety and occupant safety; in October" C-NCAP 15th Anniversary - The World's First Public Dual-Vehicle High-speed Rear-End Collision Test" and December "C-NCAP Five-Star Safety Evaluation", H9 also proved to customers the national vehicle safety level of the new Hongqi flagship product with strong active safety, passive safety and occupant safety protection.
Based on safety and health, with the ultimate innovation as the soul, the development of new Hongqi products in 2021, every wonderful appearance, every innovation, is building a brand development, laying a solid foundation; are for the firm pace of moving forward, tapping the majestic rhythm.
2021 is the first year of FAW Hongqi's 14th Five-Year Plan. In the new development path, the transformation and transformation of "digital intelligence" is a crucial "accelerator". Focusing on the "digital intelligence" reform, FAW Hongqi takes digitalization as a tool and intelligence as the soul, firmly grasps the pulse of the times and industry trends in self-evolution, and injects endless new impetus into development.
In 2021, FAW Hongqi has made remarkable achievements in digital research and development, digital manufacturing, digital marketing and digital management. In terms of research and development, a collaborative design and virtual simulation platform based on digital twin technology has been built, and an agile development model of automobiles has been created, and the product development cycle has been shortened by about 6 months; in terms of manufacturing, the automotive industry Internet platform has been built to realize the intelligent production of the whole process of the four major processes, the vehicle life cycle has been compressed by about 6 months, and the order delivery cycle has been shortened by about 25%; in marketing, a customer ecological cloud platform has been created, and a digital contact point covering the entire journey of customer consumption has been built to reach customers, empower dealers, support the enterprise end, In terms of management, the enterprise operation platform based on the middle office architecture has been reconstructed, the digitalization of management has been comprehensively promoted, and the office efficiency has been improved by more than 30%.
In terms of customer operations, the digital and intelligent reform has also achieved gratifying results. At the Boao Forum for Chinese Entrepreneurs in December 2021, Chen Xu, general manager of FAW Hongqi Automobile Sales Co., Ltd., shared the results of New Hongqi's promotion of brand development and customer service improvement with "digital intelligence" user operation: Through the short video platform "Digital Wisdom Vision", Hongqi Zhilian APP and Hongqi Micro Store Mini Program, New Hongqi customer operation has achieved strong digital empowerment, accumulating 2.76 million user members, realizing 33,000 members to convert car owners; customers will obtain information, make purchase appointments, use products, The digitization of the complete service chain of after-sales service has greatly improved the operational efficiency and customer service experience.
In 2021, relying on strong channel construction and continuous improvement of team capabilities, new hongqi will always be around 600,000 car owners and customers with surprises and lasting heart-warming customer operations and services as the guide.
The foundation of customer service is the construction of strong channels. In recent years, the new Hongqi offline channel network has grown rapidly at an average rate of 100 per year. In 2021, the total number of authorized Hongqi outlets has reached 477, and the national urban coverage rate of offline channels has reached 86.9%, achieving full coverage of cities above the fourth tier. Coupled with strong digital and intelligent empowerment, meticulous customer satisfaction management, perfect research and improvement platform, scientific dealer operation evaluation system and high-frequency internal learning improvement, New Hongqi has created a strong channel network to support the rapidly expanding customer base and changing customer service needs.
In November 2021, the new "Red Flag Pilot Star & Dragon Tengxing Star Skills Competition" came to an end in Changchun, and employees in key positions in various service links showed their skills in serving customers and showed the team style of Hongqi marketing services. Under the support of extraordinary skills, the new red flag marketing service team dedicates a series of surprises in its day-to-day work, and shows its sincere sincerity in the sudden test. In 2021, New Hongqi held 12 offline activities such as Qishi Day offline care, customer experience day, and customer field visit to FAW Hongqi headquarters, and more than 1,000 customers participated; launched the "Joyful Delivery" activity around high-value customers, special group customers and Double 9 customers, and dedicated 20,246 surprise delivery times; promoted the surprise visit activities of Starry Night Service, College Entrance Examination, Concierge Star and Direct Customer Visits to the Headquarters; and long-term promotion of special service activities such as holiday care, season change service festival, and Flag Friends Zhixingtang. During the rainstorm disaster in Henan in July 2021, New Hongqi rescued and repaired 553 vehicles with the policy of "Ten Cares for Heart Service", 15 million yuan of donations, and the continuous struggle of front-line personnel, and completed 25,184 customer care. Heart-warming and surprise has become the eternal theme of the new red flag and heart service in 2021.
"Hongqi is the responsibility of domestic brands, our national brand is rising, and we will wait and see in the future." "Hongqi's service is really meticulous, and I have full confidence in Hongqi's service!" The heartfelt testimonials of the car owners are the most beautiful answers to the dedication and dedication of New Hongqi in customer service in 2021. New Hongqi and 600,000 Hongqi car owners and customers jointly sang a harmonious song of national brand and customer connection.
Che Torjun believes that the new red flag has gone through an extraordinary 2021 in the midst of opportunities and challenges, twists and turns and struggles. In 2022, New Hongqi will usher in a new chapter in the prosperous world and new opportunities in the industry to compose the dream of a better life for Chinese auto users.