On January 12, FAW Hongqi Prosperity Factory was very "prosperous". In the spacious and bright automated workshop, one after another Hongqi E-QM5 has been rolled off the production line after completing all the processes.
Boom factory is "thriving"
It is a modern, intelligent and green industry-leading benchmark factory, with a full-field industrial Internet of Things platform and intelligent data drive, while a large number of green technologies such as energy recycling, renewable energy use, and advanced environmental protection are applied.
Zhang Jijun
"Hongqi Prosperity Factory is the 'three mornings' project of the Jilin Provincial Government, under the leadership of the Provincial Party Committee and the Provincial Government, FAW Hongqi overcame the three major problems of freezing rain, typhoon and epidemic in 2021, and cooperated sincerely with resources from all walks of life, which lasted only 18.5 months, completed the construction of Hongqi Prosperity New Energy Factory on October 30, completed the established climbing target in less than 1 month, and finally handed over an excellent report card with an annual output of 5832 vehicles." Speaking of the past year, Zhang Jijun, deputy director of FAW Hongqi Prosperity Factory, is quite proud.
FAW Hongqi prospered its factory and demonstrated its "hongqi speed".
Behind the speed, it stems from the fiery sales of the Hongqi brand.
In 2021, FAW Hongqi achieved sales of 300,600 vehicles, an increase of 50% year-on-year.
Excellent "achievements" come from the continuous "shaping" of the Hongqi brand.
Nie Qiang
"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.
In the past year, FAW Hongqi has focused on strengthening brand recognition, strengthening ultimate service, innovating digital intelligence transformation, and taking the brand as the guide to strengthen brand awareness.
Trending "industry changes" to lead the brand upwards; empowering "marketing changes" to create a record sales record!
Details unfold to awaken memories.
Focusing on the construction of sports platforms, while cooperating with the "Chinese Women's Volleyball Team" IP, the Winter Games Center of the General Administration of Sports, X-GAME Ski Events, etc., we actively lay out sports resources, focus on brand image and flagship product H9, highlighting the style of "China Red Flag" and setting up a benchmark for Chinese luxury brands.
In the field of culture, we have cooperated with the Palace Museum and dunhuang Research Institute, cooperated with CCTV's "Looking at China along the Highway" and the movie "My Father and Me", and strongly raised the product exposure and product experience of Hongqi H9, E-HS9, HS5 and HS7.
Aiming at high-net-worth individuals, we will help brand prestige and product sales increase. In the field of ecological co-construction, it signed a strategic cooperation agreement with Wanda Group to deepen cooperation in channel expansion, user rights and interests, VIP services, innovation and other aspects, and create a new model of brand ecological cooperation.
Whether the brand is good or not, the user experience is the most important.
At present, in the streets and alleys of China, the C-bit "red flag" with a high return rate has long become the hottest topic in the automotive industry.
China Jilin Network learned in the interview that FAW Hongqi takes the customer as the center, deeply practices the "three everything" business philosophy, enhances the customer experience at the full contact end, creates a five-degree system, upholds the concept of no surprise and no work, and finally realizes value fission, and won the first place in its own brand in the 2021 JD.Power sales satisfaction survey.
Accurately manage users and innovate the operation of private domain traffic. Deeply explore seed users and lead the high-end circle to occupy the position. Create an exclusive community, realize user value, deepen the linkage of store, social media, media advertising, and tap the initiative of user sharing to continuously attract Hongqi fans to register, and in 2021, the daily active activity will stabilize at 3.2%, with nearly 32,000 units traded, a record high.
Focus on customer experience and set the benchmark in the industry. Strive to create three major activity IP of "characteristics, care and word of mouth", effectively increase the frequency of service communication, enhance customer stickiness, and pass on brand care.
In addition, with digital intelligence as a means, strengthen management innovation and enhance marketing capabilities. Construct a data-driven "411" full-link data application scenario marketing innovation closed-loop system, establish a BI management report of the headquarters and dealers, realize real-time, penetrating, visualization and direct marketing data, and comprehensively improve the decision-making efficiency and terminal management efficiency of the headquarters.
In the highly competitive automotive market, sustainable development must require innovation to empower.
Cao Lijun
"2021 is the beginning of the '14th Five-Year Plan', the beginning of China FAW's transition from a strategic adjustment period to a strategic growth period, and a key year for the development of the Hongqi brand." Cao Lijun, president of the Innovation Technology Research Institute of FAW Group, told China Jilin Network that China FAW takes comprehensive innovation as the main line of work, steadily promotes the concept, technology, product, management, process and joint six major innovations, implements the "15571" work method, and achieves remarkable results in the landing of technology strategy, key technology research, major technical projects, patent quality improvement, collaborative innovation platform, double innovation platform empowerment, science and technology to help the Winter Olympics and increase innovation investment.
Extreme innovation, leading the future wisdom trend; using technology upgrades, highlighting the hard core strength of the Hongqi brand.
In the past year, the Hongqi brand is not ordinary!
In terms of vehicle products, we will fully promote the mass production of 8 models of Hongqi E-QM5, H5-21, HS5-21, HS7-21, H9-22, E-HS9 export, H9+, and smart minibus.
In terms of assembly products, the first hydrogen energy engine was independently completed, and the thermal efficiency reached 42.2%, creating a new hydrogen energy strategic route.
In terms of intelligent networking, the first on-board high-precision positioning terminal supporting the Beidou-3 system has been developed using domestic positioning chips.
In terms of new energy, 7 new energy systems such as Hongqi E-QM5 triple electric system and E-HS9 120kWh power battery were mass-produced on schedule, and the E-HS9 long-endurance version was equipped with a 120kWh heatless diffusion battery and 11kW wireless charging, achieving the first time in the industry.
Let the ideal fly, let the dream come true.
In 2022, the story of the upswing of the Red Flag brand continues...
China Jilin Network Ji carved APP reporter Luan Xiliang photography Guo Liang camera Wang Yu