At the beginning of January, imported Volkswagen held a test drive activity with the theme of "Blue Action" at the foot of Changbai Mountain, and its Touareg and New Weilan were the main models experienced by the media at this event, and we will also drive these two models to become "agents" and feel the "blue power" of imported Volkswagen at the foot of the snow-capped Changbai Mountain.
Zhang Haozhi, General Manager of Import Volkswagen
As the first event of imported Volkswagen after entering 2022, before the start of the event, Zhang Haozhi, general manager of Import Volkswagen, was interviewed by the media, including Car Zhilian, and summarized the achievements made by Import Volkswagen in 2021, and also revealed the layout and planning of Import Volkswagen in 2022.
Complete the upgrade of the distribution network to achieve reverse growth
According to Zhang Haozhi, Touareg's current market share in the C-class luxury SUV market has reached 7.5%, setting a new high in sales performance in the past seven years. The new Weilan, which was only launched in August 2021, is gradually increasing sales, with a market share of 20% in the B-class imported station wagon market. Under the dual pressure of the epidemic and chip shortage, the decline in sales of joint venture car companies and independent brands has become the norm, and this pressure has multiplied for foreign-funded enterprises, while the imported public has withstood the pressure and achieved reverse sales growth, while also working closely with dealer partners to achieve excellent performance in sales channels and after-sales.
In 2021, the upgrading of the dealer network is the foundation for the stable growth of imported volkswagen sales, according to Zhang Haozhi, imported volkswagen independent dealers are mainly divided into north, central and southern 3 main regional markets, with a total of more than 100 stores. In Zhang Haozhi's eyes, the sales ability and service professionalism of this sales network are very high, covering most of the first-tier, second-tier, third-tier and fourth-tier cities. Imported volkswagens have also conducted in-depth training and exchanges on the entire sales network, and can quickly respond to market changes. This has also made the communication between imported Volkswagen and dealers more close in the past two years, and the profitability of dealers has gradually improved, especially after Zhang Haozhi served as the general manager of Import Volkswagen, dealers have risen steadily in profitability in 2021.
In the face of the wave of digitalization and intelligence, Chinese consumers' tastes for products and services have also undergone significant changes, in order to better meet Chinese consumers, imported volkswagens have expanded the intelligent experience to the whole process of automobile consumers, and the offline physical exhibition hall has also been intelligently upgraded. After the renovation, the exhibition hall not only adopts a more simple and modern style, but also greatly optimizes the customer service experience, through the setting of iPad, LED large screen, AR and a series of digital tools, to create a real actual car scene, so that users can experience a scenario-based interactive experience in the exhibition hall. The upgraded imported Volkswagen Intelligent Exhibition Hall is divided into four functional divisions. Including the welcome area, urban life experience area, off-road experience area and car purchase negotiation area, each area has a very distinct personality and functional attributes.
In addition to upgrading the offline physical showroom, imported Volkswagen has also launched new forms such as mobile showrooms, urban showrooms, and Touareg Privilege Clubs. At present, the city showroom and Touareg Privilege Club have been successfully operated in Wuhan and Dalian, and will land in more sales areas and core cities in the future.
Experience-oriented to enhance the fan economy
Customers are changing, imported volkswagen is also changing, which is also in the face of the domestic market intelligence, digital transformation, imported volkswagen to make the most direct response, under the influence of the epidemic, the use of digital means to bring "experience evolution" to users has become a new trend, imported volkswagen in the service and marketing have made a lot of digital changes.
In the interview, Zhang Haozhi mentioned that considering that everyone is inconvenient to go to 4S stores because of the epidemic and other issues, imported volkswagen has developed an App that can close the distance with customers - iVW. Since the launch of the App, more than 60,000 car owners and users have completed online registration, users can achieve after-sales maintenance appointments and other functions through the App, and soon iVW will also open online booking, deposit payment, appointment offline delivery, etc., becoming the mobile housekeeper of users and car owners, and also allowing consumers to stay at home online to see cars and make maintenance during the epidemic period.
At the same time, imported volkswagens are also using the form of digital media to enhance customer stickiness. Starting from 2021, imported volkswagen will try to build a customer community, on this platform to open iVW, official WeChat, Weibo, Douyin, and bring customers together, open multiple windows online to establish dialogue channels. In addition, Zhang Haozhi also hopes to be experience-oriented and narrow the distance between customers and customers through more rich, diversified and innovative offline activities, which also has the Touareg launch of Dunhuang's "Heart Getaway" theme test drive in May 2021, the new Weilan "Waterfront Jiangnan" national media test drive in September, and the "Blue Action" in Changbai Mountain that we participated in this time.
It can be seen that after Zhang Haozhi became the general manager of import volkswagen, he was not only consolidating the original base plate, but also leading the imported public to make new attempts, mainly in 2021, he mainly did his homework in continuously improving user stickiness, opening up new growth points, and empowering through digitalization. Through this interview, we learned that imported volkswagen is also planning the introduction of new products to further enrich the product matrix and thus expand brand influence.
New product introduction planning 2022 is full of confidence
As a foreign-funded enterprise, the imported public can achieve reverse sales growth, which must be due to sufficient efforts in the product. Since Zhang Haozhi took office in April 2021, importing volkswagens have seized opportunities in the complex market situation, and realized a comprehensive upgrade from marketing model to dealer network, laying a good foundation for the listing of new Weilan and product sales in the second half of the year.
At the same time, China as the largest sales market for Touareg models, Volkswagen's German headquarters will also give priority to ensuring the production quota of vehicles in the Chinese market, the new Weilan will also be the main model of imported Volkswagen in the domestic market, and both cars have also set higher challenge targets in the new year, and in the case of gradual stabilization and improvement of chips and supplies, it is expected that sales performance will be higher than in 2021.
From the current model on sale and previous models, the products introduced by imported Volkswagen are some personalized, heritage, and historical models, such as blue needle high R, Biscella blue god car R36, dragging Boeing 747 passenger aircraft forward Touareg, etc., but in the face of electrification, intelligent track opening, imported Volkswagen will continue to introduce similar models, or the introduction of some intelligent pure electric products, is our more worthy of attention, but in any case, the imported Volkswagen introduced models have never let us down, Therefore, the author is also full of expectations for this.
As the new helmsman of imported Volkswagen, Zhang Haozhi has a long-term and clear planning and goal for Volkswagen, and actively promoting and implementing various work in 2021 also allows us to see the further improvement of imported Volkswagen in the Chinese market. Through the communication of this interview, we can also see that although Zhang Haozhi has not been in office for a long time, with his years of deep cultivation and understanding of the Chinese market, his thinking is particularly clear when talking about future planning.
Zhang Haozhi also admitted that "the burden on his shoulders is heavier, he has experienced in multiple departments such as regional sales, after-sales business, sales operations, etc., and now as a general manager, he has to face greater responsibilities and pressures and undertake more complex work." "In the communication, we can also feel that behind the achievements of imported Volkswagen today is the promotion and implementation of the whole team and dealers day and night, and it is not easy to go all the way in 2021, but we believe that in the future, imported Volkswagen will also bring more pure and innovative Volkswagen products to the Chinese market, as well as more meticulous services."
Write at the end
At present, many core positions within the imported volkswagen have been localized. Whether it is the team's understanding of the local market or the insight into consumer needs, it is helpful to the development of imported volkswagen's domestic business. At present, the Chinese market is undergoing a new round of digital innovation, fortunately, under the leadership of Zhang Haozhi, the new helmsman, the imported volkswagen has achieved a breakthrough in marketing methods and sales networks, and it is this boldness and courage that has allowed the imported public to harvest results in sales and user feedback in the past year. So in 2022, what new "circle powder" plan will the imported public in the transition period have? What exactly is the new product that is about to be introduced? Although the official did not give much information, it was revealed that this year the imported public will hold a larger offline event, and I believe the answer will be revealed when the time comes.