Written by | Chen Hao, Huang Zhi
Produced | Automotive Sankei
"Although our products are limited in a short period of time, there are still new directions and opportunities in the medium and long term, so our dealers will firmly move forward with us."
In an in-depth interview with Zhang Haozhi, general manager of Autoeschem and Volkswagen Imports, Zhang Haozhi said so.
At present, Volkswagen imports cars and is at a turning crossroads.
In the eyes of the outside world, on the one hand, the localization of Volkswagen brand products continues to deepen, and the original space for imported cars is compressed; on the other hand, electrification is becoming a strategic direction from Volkswagen Group to North and South Volkswagen and Volkswagen (Anhui), how should Volkswagen import cars respond to the transformation?
In the past 9 months, Touareg sales have remained stable, a new system of digitalization and intelligence has been gradually built, and the communication and connection between the "manufacturer-dealer-owner" two has become closer, so that the profitability of dealer investors has continued to improve.
But more confidence may come from the experience of Volkswagen importing vehicles in this era of rapid change in the automotive industry, the ability to build channels, digital infrastructure and user operations.
With these, there will be more choices at the intersection.
(Left) Zhang Haozhi, general manager of Volkswagen Imported Automobile, and Chen Hao, assistant president of E-Car and editor-in-chief of Auto Industry and Economic Network
A turning crossroads
What is the value of Volkswagen's imported cars?
Since taking up his position as general manager of Volkswagen Imports in April last year, I believe this is one of the most answered questions he has answered.
Zhang Haozhi said: "All along, Volkswagen imported cars have brought original Ashkenazi quality to China by introducing mid-to-high-end Volkswagen brand imported car products, thereby driving Volkswagen's brand value and improving model positioning, and this significance has never changed." ”
However, as a sales company that operates under the laws of business, while talking about poetry and distant places, there must also be real challenges and pressures.
In 2022, there will be a series of brand activities around the "20th Anniversary of Touareg"
When it comes to the 2022 plan, Zhang Haozhi mainly talks about three points. The first is to plan to introduce new products while achieving a higher sales target than in 2021; second, to do a series of brand marketing and owner activities around the theme of Touareg's 20th anniversary; and finally, in the field of digitalization, to further open up the chain and connect the past 550,000 owner owners to the digital system as much as possible.
What about the next new car? Zhang Haozhi said: We continue to promote the introduction of new models, and when specific information can be announced, we will share it with you at the first time.
Change also means more uncertainty.
The entire automotive industry is facing a time point of rapid transformation and change, and the 20th anniversary of Touareg is a continuation of the past, the accumulation of feelings and brands, but when looking to the future, Zhang Haozhi also needs to find a new direction for Volkswagen's imported cars.
Zhang Haozhi said: "This year is a very critical turning point year, the next products can be more abundant, dealer channel development, electrification will not have new actions, the next many things may gradually become clear." ”
In this era, when the entire Volkswagen Group is rapidly transitioning to electrification and intelligence, and is also facing greater financial challenges, Volkswagen imported cars cannot just follow the past experience and route.
How do you maintain your brand positioning? How to meet the possible challenges of new energy and digitalization? Previous people have not given the answer, but now Volkswagen imports cars, must create new answers for themselves.
There aren't too many shortcuts.
For example, continuous communication and exploration with the German headquarters to find the feasibility of new product introduction; through communication with dealers, business policy optimization, enhance their confidence in the brand; through digital technology and intelligent means, continue to upgrade the user experience of channel networks and brand activities, while better returning to retain car owners and maintain user base.
None of them happen overnight, but they must be the necessary foundation for the entire system to keep up with the changes of the times and adapt to the new rhythm of competition.
Build new relationships with dealers and consumers
"In the first two years, our dealers in the whole network have achieved a basic profitability on average, and in 2021, the profitability of dealers has improved significantly compared with before." Zhang Haozhi said.
It should be known that in the past 3 years, more than 700 4S stores in the entire auto market have successively withdrawn from the top 100 auto 4S store system, and the direct operation and agency model have become increasingly prosperous, becoming the choice and industry trend of more and more car companies.
At the annual meeting of the automobile circulation industry at the end of last year, the dealer model will become a hot topic, behind which are the worries and doubts of many dealers about the future.
However, in Zhang Haozhi's statement, the dealer system of Volkswagen's imported cars in 2021 has reached a best state in recent years.
On the one hand, because Touareg's market share in the C-class luxury SUV market reached 7.5%, achieving a new high in the past 7 years, the new Weilan also quickly occupied 20% of the market segment after the listing.
But more importantly, this "small and refined" team can take the initiative to change in the new situation of the industry, using digital and technological technology to build a new "manufacturer-dealer-owner" relationship.
Zhang Haozhi said: "We are trying to integrate the entire chain, from the retail end, the central end to the sales back end, to form a synergy, so as to promote business development." ”
This requires manufacturers to connect directly with customers, through more frequent customer experience activities and the establishment of user communities, to build a variety of communication channels with customers, while "connecting" the original silent customers to the new community.
Last year, Volkswagen Imported Cars also launched the iVW App, through which car owners can make after-sales maintenance appointments, coupon collection and information communication with dealers, and more than 60,000 car owners have registered in one year.
Customers return through the App, which means that an effective and digital connection has been established between manufacturers and customers, and the accumulation of big data has great value in future product optimization, user stickiness improvement and even marketing direction decisions.
And the value and role of dealers remain critical. For example, in the future, the function of online booking will be added to the App, but the offline delivery and service will still be completed by the dealer. New channel formats such as mobile showrooms, city showrooms, and Touareg Privilege Clubs launched by Volkswagen Imported Last Year are also operated by dealers.
In Zhang Haozhi's view, the future channel development will be a "hybrid model", which not only ensures the contact between manufacturers and customers, but also gives dealers value and role of offline terminals and protects the interests of multiple parties.
In 2021, Volkswagen imported cars gradually completed the intelligent upgrading of the showroom
After Zhang Haozhi took office, he strengthened the communication mechanism with dealers, which is of great help to build trust in the relationship between manufacturers and dealers and pursue the maximization of the common interests of both parties.
The first is to establish timely communication channels such as WeChat groups with core investors to maintain a more intensive frequency of communication, so that dealers have a clear understanding of the manufacturer's business policies and market activities.
The second is the pre-communication with dealers before the introduction of the policy, and the policy will only be finally issued after the demands and interests of both sides are agreed.
The last is to maintain the stability of the business policy throughout the year, avoid the terminal price fluctuations and sales rhythm disorder caused by frequent changes, so that dealers can consider the long term in marketing, budget and personnel planning, and sales planning.
In fact, whether it is a dealer wholesale sales or an agent direct sales model, the core of the current consumer pursuit is that it is more convenient to buy a car and a more relaxed and transparent service experience, and whether it is direct or not is only a form. Relying on digital technology, flexible channel forms and cooperation with dealers, the new "hybrid model" can also adapt to market trends and leverage strengths and avoid weaknesses.
Write at the end
After Zhang Haozhi was transferred from the German headquarters to China, he was responsible for the sales, channel and marketing management of Phaeton, and at that time, China was the largest single market in the world, and even rumors that Chengdu people bought 8% of the world's Phaeton. Although Phaeton eventually stopped production in 2016 due to the strategic adjustment of the headquarters, Zhang Haozhi persisted until the project was closed.
He himself said: "My personal attitude towards work is a beginning and an end, and I have struggled for it and have feelings. ”
In today's automotive industry talent flow quickly, many people pursue the outlet of the environment, this may also be a professional manager's innermost simple feelings.
But often, it is this love that supports many possibilities.