Originally it was the time of year-end impulse, but this year's domestic auto market seems to be relatively flat.
In terms of cumulative sales in the first 11 months, retail sales reached 18.041 million units, up 6.1% year-on-year. Among them, from January to November, the wholesale number of new energy passenger cars was 2.807 million units, an increase of 191% year-on-year.
In the case of small floating in the market, the new energy sector has risen well, indicating that new energy vehicles have achieved a substitution effect on the fuel vehicle market and accelerated the pace of transformation of the automobile market to new energy.
In the era of new energy vehicles, it is not easy to insist on growing against the trend in the fuel vehicle market. Among the car brands that are still dominated by traditional fuel models, the Jetta brand can be said to be the leader.
In 2021, in the absence of new models, the Jetta is expected to increase by 10% year-on-year with the annual sales of VA3, VS5 and VS7 alone, and in the context of the continuous squeeze of the market share of fuel vehicles, we know how difficult it is to achieve such results.
Product customization, "to be a more Chinese public"
This year, the tide of "new four modernizations" rushed forward, coupled with many uncertain factors such as repeated fluctuations of the epidemic, lack of core, and rising raw material prices, reflecting this extraordinary 2021.
It is often said: "Against the trend to see the hero". Just like whenever the movie is at its most dangerous, the favorite superheroes appear, this time the Jetta stands up. Since the establishment of the brand two years ago, the cumulative sales of jettas have exceeded 360,000 vehicles. Judging from the market performance in the past two months, the number of terminal deliveries per month is about 17,000 vehicles.
Explicit data doesn't lie, but when we look back at the impressive achievements of the Jetta brand, the difficulties behind it are little known.
On the one hand, in the 100,000-yuan segment of the Jetta market, almost all of the well-selling competitors rely on new cars, and the three models of the Jetta are not brand new cars, and the competitive pressure it faces can be imagined; on the other hand, at the beginning of the independence of the Jetta, under the "endorsement" of the public and the good reputation accumulated by the old Jetta, the market was quickly opened, but the rapid start and slow product updates also laid hidden dangers for later growth, such as the previous products with more hard plastics, backward configurations, etc., and encountered many user complaints and complaints.
However, the difficulty is that the Jetta people, who are good at fighting hard battles, react quickly, and constantly make new ideas on existing models according to user needs. For example, the interior of the jetta VS7 second anniversary customized version is made of fur material; users are more and more fond of the mysterious black, and the jetta VS7 black front version came into being, enhancing the brand's market attention and product competitiveness.
In addition, it is gratifying that after the three products, the reinforcements have rushed to the road. According to Wang Hao, deputy general manager of FAW-Volkswagen Sales Co., Ltd. and director of jetta's brand sales division, "Jetta is actively promoting the development and launch of two new energy vehicles, and in the field of traditional energy, Jetta is also developing a new Jetta sedan. ”
From the user's point of view, make friends with the user
Zhang Ailing said: "Because I understand, I am compassionate." Embodied in the business field, it is to strive to read the needs of users and achieve emotional resonance with customers.
In this regard, jetta, which puts users first, is close to users in brand activities on the one hand, and seeks value consensus among users on the other hand in marketing.
For example, this summer, jetta held a car owner fuel saving challenge, linking Changsha, Zhengzhou, Hangzhou, Jinan, Chengdu five cities, inviting more than 100 jetta car owners to compete on the track, challenging the limit of fuel saving, so that users gradually and deeply understand the jetta SUV's leapfrog control and economic fuel saving, and won the unanimous praise of the owner.
At the same time, Jetta also communicated with car owners in depth, understood the daily driving conditions, listened to everyone's suggestions for Jetta, and led the owners to the FAW-Volkswagen Chengdu factory to visit the high-quality manufacturing process of Jetta. The rich and diversified brand activities are also the concrete embodiment of the "user-centric" concept of the Jetta brand.
In addition, this year, Jetta continues to create cross-border linkage to break through the circle of marketing events, so that the brand voice is fully guaranteed. Among them, the most applauded is the signing of the film emperor Huang Bo as the brand spokesperson, and the high degree of cooperation between the two sides in the spiritual level directly helps the user image of the Jetta brand to be improved.
A series of brand marketing has become an important guarantee for the sales growth of the Jetta brand this year. How to implement good policies is inseparable from the fighting spirit and cooperation between the entire team of Jetta, especially the marketing team and the sales team.
Wang Hao revealed, "Since the middle of this year, the Jetta brand sales division has been transferred from the Volkswagen brand of FAW-Volkswagen Sales Company to the Chengdu Branch, forming a brand model of integration of production and marketing. Every week, the marketing department has a regular meeting with the Sales of chengdu factory, so that there are topics to be discussed at any time, and the more obvious change is closer to the user, rapid response, and the Chengdu factory has set up several commando teams to quickly deal with customer complaints. ”
With the upgrading of the system, jetta is also exuding more vitality. Through customized product upgrades, innovative communication methods and internal system optimization, the Jetta brand has performed well in the extremely harsh market environment this year. It is expected to hand over 170,000 vehicles
Dr. Feng Sihan, CEO of Volkswagen China, also spoke highly of jetta: "Jetta's performance is very eye-catching, and there is a good demand for Jetta in third- to fifth-tier cities. Under such a difficult circumstance this year, it is very difficult for Jetta to achieve such growth. ”
Written at the end: This year marks the 30th anniversary of Jetta's entry into China. 30 years old has always had a special meaning in China. It means growth, and it means maturity. Looking back at this year's Jetta, through intensive cultivation in products and marketing, coupled with the efforts of all Jetta people who do not give up when they do not do anything, the Jetta brand can outperform the market and grow against the trend.
In the new year, the Jetta brand, which stands on a new starting point, will start again. With the efforts of such a group of Jetta people, what kind of brilliance will the Jetta brand bloom? There is no doubt that the future is worth looking forward to.