Chip supply shortages, COVID-19, extreme weather in some areas... In the face of many challenges, in 2021, FAW Hongqi achieved sales of 300,600 vehicles, an increase of 50% year-on-year.
In 2021, FAW Hongqi Automobile Sales Co., Ltd. (hereinafter referred to as Faqi Sales Company) will focus on strengthening brand awareness, strengthening ultimate service, and innovating digital transformation, taking the brand as the guide to achieve brand upwards; customer-centric, creating user surprises; and taking digital intelligence as a means to strengthen management innovation and enhance marketing capabilities.
Profile picture. People's Daily Photo by Li Yang
"Through the detonation of new car listing activities, the creation of high hot topics, and the exposure of high-occupancy resources, and comprehensively enhancing the brand voice, Hongqi Brand won the first place in China's passenger car state-owned brand industry, with a brand value of 92.5 billion yuan, an increase of 15% year-on-year." Nie Qiang, deputy general manager of FAW Hongqi Automobile Sales Co., Ltd., said.
According to reports, in 2021, Hongqi Sales Company will focus on the construction of sports platforms, set up a benchmark for Chinese luxury brands, strongly raise the product exposure and product experience of Hongqi H9, E-HS9, HS5 and HS7, target high-net-worth people, help brand prestige and product sales increase, and create a new model of brand ecological cooperation.
FAW Hongqi prospers its factory. People's Daily Photo by Ma Junhua
Customer-centric, FAW Hongqi deeply practices the "three everythings" business philosophy, enhances customer experience at the full contact point, and creates a five-degree system. Accurately manage users, innovate the operation of private domain traffic; create an exclusive community, continuously attract Hongqi fan registration by tapping the initiative of users to share, and close to 32,000 units in 2021, a record high; focus on customer experience, carry out diverse and colorful offline activities, use Hongqi's unique resources to create surprises for users, create three major activity IPs of "characteristics, care, and word of mouth", and maintain 156,000 customers; adhere to the implementation of "311/313" + "111" The rapid handling mechanism for major complaints comprehensively ensures the rapid response and satisfaction of customer needs, and strengthens the awareness of complaint handling and service of Hongqi partners.
Using digital intelligence as a means, FAW Hongqi has built a data-driven "411" full-link data application scenario marketing innovation closed-loop system to achieve real-time, penetration, visualization and direct marketing data. Realize that customer data should be collected, automatically, efficiently and deeply handle customer problems; realize intelligent management, establish an "intelligent marketing BI reporting system" covering the headquarters and dealers; strengthen terminal management, and improve the efficiency and effectiveness of store-side services and management.
In 2021, the Engineering and Production Logistics Department of FAW Group clarified 6 key tasks, 12 work tasks and 29 specific measures, focusing on epidemic prevention and control on the one hand and production and operation on the other, and the Hongqi brand produced 318,000 vehicles.
"In 2021, we will coordinate the five major factories, coordinate and organize multi-departmental system linkage, strengthen production process management, strengthen logistics management, change logistics models, consolidate resource guarantees, strengthen construction organizations, build prosperous digital benchmark factories, and continue to improve the systematic and digital capabilities in the field of large manufacturing." Zhang Qi, deputy general manager of the Engineering and Production Logistics Department, said.
According to reports, in 2021, the Engineering and Production Logistics Department of FAW Group implemented the logistics strategy of tuning, promoted the trial operation of the Changqing factory and the local comprehensive operation of the prosperous factory as planned, solved the logistics pain points, and vigorously saved logistics costs; did a good job in project cross-construction management, and realized the group's annual production capacity increase of 460,000 yuan in 2021; to build a prosperous digital benchmark factory, innovate and apply the most advanced domestic self-research system, for the first time to achieve 100% full-feature data acquisition of the whole vehicle, and create seven digital intelligent applications to achieve data-driven business Continuously improve the ability of large-scale manufacturing engineering to ensure product quality.
"Master the key core technologies, enhance the strength of independent research and development, establish a national automobile brand, and create star-studded products." Cao Lijun, president of the Faw Group Innovation Technology Research Institute, introduced that in 2021, the R&D Institute of FAW Group will focus on the three themes of "independent control of key core technologies", "establishing a national automobile brand" and "building a world-class enterprise", and continuously iteratively optimize to achieve high-quality development.
With comprehensive innovation as the main line of work, China FAW has steadily promoted its concept, technology, product, management, technology and joint six major innovations, implemented the "15571" work method, and achieved remarkable results in the implementation of technical strategies, key technology research, major technical projects, patent quality improvement, collaborative innovation platform, dual innovation platform empowerment, science and technology to help the Winter Olympics and increase innovation investment.
In 2021, China FAW released the "14th Five-Year Plan" for scientific and technological innovation, achieved remarkable results in the technical research of the "Difficulty And Urgent Card", obtained a number of major government technical projects, rapidly improved the quantity and quality of patent standards, built an efficient collaborative innovation work mechanism, achieved breakthroughs in the construction of a dual-creation empowerment platform, and innovative technologies to help the research and development of the Winter Olympic Snowmobile, and continued to increase R&D investment to help comprehensive innovation.
In 2021, focusing on the concept of "quality is life, cost is guarantee, and speed is the key", China FAW efficiently promoted 47 product projects throughout the year. In terms of vehicle products, we will fully promote the mass production of 8 models such as Hongqi E-QM5, H5-21, HS5-21, HS7-21, H9-22, E-HS9 export, H9+, and smart minibus; in terms of assembly products, we independently completed the first hydrogen energy engine, with a thermal efficiency of 42.2%, creating a new hydrogen energy strategic route; in terms of intelligent networking, we developed the first domestic on-board high-precision positioning terminal that supports the Beidou-3 system In terms of new energy, Hongqi E-QM5 triple electric system, E -HS9 120kWh power battery and other 7 new energy systems are mass-produced on schedule, and the E-HS9 long-endurance version is equipped with a 120kWh heatless diffusion battery and 11KW wireless charging, realizing the industry's first launch.
Source: People's Daily News