IAUTO
Speed Depth Attitude
Introduction |
2022/01/24
In the Chinese auto market, which sells more than 21 million vehicles a year, "one Mazda" will undoubtedly be more powerful.
Reporter 丨 Wang Xiaoxi
Responsible editor 丨 Cui Liwen
Editor 丨Zhu Jinbin
How can you win both in the present and in the future? This is a question that needs to be deeply considered in the BCC strategy of "becoming a Chinese-style competitor" in "Long-termIsm".
In the current Chinese auto market, from the new forces of car manufacturing into the 2.0 era, to the frequent "breaking of the circle" of independent high-end brands, and the gradual withdrawal of the weak in the joint venture brand from the Chinese market, a new round of "hero journey" will test the players who want to "stay for a long time".
For the Mazda brand, which has entered the "year of establishment", in the 30 years since entering the Chinese market in 1992, under the "unity of people and horses", whether it is the previous 323, Mazda 6 or Mazda 3 Axela, Artez, Chinese consumers have experienced unparalleled driving pleasure and won 3.2 million fans.
However, Mazda has frequently faced conflicts and market adversities in China because of two joint ventures created for historical reasons, and when the storm of the new era comes, how will Mazda, which has been pursuing "long-termism" for a hundred years, respond?
In "A Generation of Grandmasters", the head of the palace said, "It is better to think about it than to stop thinking about it." In the Chinese market, only "narrow roads meet the brave to win", with the courage of not breaking and standing and tenacity and sharpness, After the completion of the merger of the two Malaysias, is entering a new brand era, a new joint venture company is "restructuring" to start.
Be a different version of yourself
Mazda's 2021 year in the Chinese market is indeed worth writing. After nearly two years of speculation, Mazda finally "will be together for a long time". The result of brand restructuring and integration, as described by Fu Yuanhong, executive vice president of Changan Mazda Automobile Co., Ltd., is that Mazda has achieved "an all-round focus on strategy, channels and products".
Mazda and even the automotive industry remember August 24 as a day. On the same day, Mazda Motor Co., Ltd. (Mazda), Chongqing Changan Automobile Co., Ltd. (Changan Automobile) and China FAW Co., Ltd. (China FAW) jointly invested in the joint venture, the new Changan Mazda was officially born. Taking this as an opportunity, the new Chang'an Mazda began to carry out a top-down reconstruction and transformation.
Where will the new Changan Mazda be? Simply put, it is to become a different "self".
At the next Guangzhou Auto Show, we not only saw 7 models lined up in a row, but also the senior team of Changan Mazda opened the booth live broadcast room for the first time, showing a new attitude and passionately planning and conceiving. As the commune friend enthusiastically said, "While doing subtraction, while picking up the steps, facing the times, getting up and doing it." ”
Not only that, Mr. Wu Xuxi, executive deputy general manager of Changan Mazda Automobile Sales Branch, also said: "We will anchor the three major areas of 'channel, user and service' to continue to exert efforts to promote change." We firmly believe that the integration of the Mazda brand is the common choice of the hearts of 3.2 million users. Facing the future, we will create the ultimate user experience with consistent sales and after-sales service. ”
The background of this "as one" is that Changan Mazda launched the "Yuema Starry Sky" user co-creation plan in 2020, after a year of practice, the number of member registrations of the "Yuema Starry Sky" platform has exceeded 1.1 million, and in the future, all Mazda brand users and fans can enjoy unified standard customer rights and one-stop car services.
Of course, Changan Mazda is still facing the question of being "niche and marginalized". However, today, "the merger of the two Horses will change the previous problem of the concept and theme of one horse and long horse communication in marketing communications, and the positioning perception of Mazda brands by users, fans and consumers will be clearer." As the president of Changan Mazda, Nakajima's confidence in marketing integration and clear brand image has certainly never been stronger.
Mazda has always been Mazda. The "restructuring" of the new Changan Mazda is not just a change in equity.
Indeed, two previous Mazdas had been criticized for a long time. The most intuitive thing after the merger is that it can focus on resources and optimize the business model: "Through this joint venture restructuring, the new Changan Mazda can optimize the business structure and operation system, strengthen the customer experience, and consolidate the foundation for the future growth of the brand." In addition, we can use the brand equity accumulated so far to continue to introduce new products and promote business growth. ”
Moreover, Mazda also announced the creation of a "441 channel system" at the Guangzhou Auto Show. The annual sales capacity of the new "441 channel system" order stores can reach 1,000 vehicles. On this basis, Changan Mazda will use unified sales and after-sales service standards to "make it more convenient and comfortable for 3.2 million Mazda China users and all horse fans to buy and use cars; at the same time, channel integration will also bring about the integration of the whole product lineage, making it more convenient for users to buy cars, more abundant options, and improving the profitability of dealer partners." ”
The integration speed of the new Changan Mazda is not slow. On New Year's Day 2022, Nanjing and Chongqing simultaneously held a new car delivery ceremony of historic significance to Mazda. To this end, Changan Mazda President Nakajima and Executive Vice President Fu Yuanhong personally went to deliver the new car keys to the two owners who picked up the car at the earliest time in the New Year.
This not only indicates the smooth integration of the new Changan Mazda channel, but also the 400 4S stores that carry 400,000 sales in the future will also form a strong synergy. In the "one Mazda" strategy led by the new Changan Mazda, these channel terminals will continue to provide customized and housekeeping "full life cycle customer care" based on the vision of "brand & user value co-creation".
Of course, the focus of the "441 channel system" is still on the "channel", for Changan Mazda, which does not have a new model in 2022, the target of 200,000 vehicles will be a rather difficult battle. Under the new competitive situation of incremental market shifting to stock market, it seems that the increase is only about 8%, but this goal requires mazda's full value chain system to go all out to achieve.
Recognize reality and make a different self. Today's Changan Mazda has clearly realized that for China's business to succeed, it is no longer solely dependent on the impetus of the market environment, but must be supported by the ability of a complete whole value chain system. We will also see the great potential of "1+1>2" after the merger of the two Malaysias.
The future of the "Hero's Journey"
In the Chinese auto market, which sells more than 21 million vehicles a year, "one Mazda" will undoubtedly be more powerful. This is also the final result of what I and even many colleagues in the industry have been thinking for a long time.
With the merger of the two channels, Mazda will build a product matrix in the Chinese market covering the sedan series from compact to medium-sized and the SUV series from compact to medium-sized, forming a mutually supportive product architecture through differentiated product forces.
Therefore, with the integration of Mazda in the Chinese market, the new Changan Mazda will also usher in a new mission: based on the Chinese market, integrated into Mazda's global standards, and serve Chinese users. The most important task for Mazda is to consolidate its own advantages, through the gradual enrichment of the product lineup, rapid channel promotion, and consistent brand value concept, so that the new Changan Mazda to go further and deeper.
Of course, the "leading culture" as the core of Mazda's corporate culture will also be consistent, from the "CMA1513 strategy" to the "CMA1557 strategy", although the direction of "agile long horse" efforts has been added, but the core is to take user needs as the center, take user satisfaction as the starting point, and promote mazda brands to achieve local innovation in China.
Looking back on the past course and adhering to the "T124 characteristic boutique strategy", Changan Mazda has successively introduced a number of star models equipped with Mazda's "soul" design concept and "Chuangchi Blue Sky" technology, achieving full coverage of the product spectrum from fuel vehicles to new energy, from small to medium and large mainstream automobile markets.
Changan Mazda has also moved from a young joint venture brand car company to a corporate vision of "China's first-class car company with unique value". The two principles of "moderate scale growth" and "business quality improvement" in the "T124 Strategy", as well as the implementation path of "less business, more outlets, more channels, and filling gaps", have also evolved under the principle of "only producing cars needed by customers", and have remained unchanged after years of baptism.
Moreover, as The only vehicle manufacturing enterprise in Mazda overseas that integrates R&D, manufacturing and sales, after the merger of the two Malaysias, domestic resources have become more concentrated. In the competition of The broadest joint venture brands in China, "One Mazda" makes people look forward to it even more. The cultural accumulation behind the Mazda brand will also play an important role in coping with higher requirements and new tests under the new situation.
In our view, the low-key and pragmatic Mazda is completely fearless, because with the recent "excellent" results of the 20 hot-selling SUV models in the Vehicle Side Impact Test of the American Highway Safety Insurance Association (IIHS), the strength of Mazda's products is fully demonstrated.
At the same time, in this uncertain and anxious market environment, Mazda will continue to carry forward the "people-oriented" research and development philosophy, and from the "soul" 2.0 era design concept, Mazda will be a new brand gene image concrete, and into the new model. The new Changan Mazda will also continue to practice the concept of "value marketing", attract users with unique value rather than price, and create a solid emotional bond between the brand and users.
2021 is the beginning of Mazda's "next hundred years", Changan Mazda, whose sales are temporarily cold, has not stopped, but has deeply cultivated the Chinese market with a more thorough localization posture, improving the entire system, and the "long-term" concept after the merger of the two Malaysias will not change, and the re-evolution of the "user +" plus and "value marketing" concept will also assist Mazda to create more quality products.
Well-known longtime activist Warren Buffett once said of success being so scarce: "Because no one wants to get rich slowly." Joseph Campbell, another super-role model of "long-termism" into personal growth, finally shone brightly after completing the "heroic journey" during the Great Depression of 5 years.
Therefore, for Changan Mazda, which embarks on a new round of "hero journey", how to make breakthroughs in the field of market segmentation and create a stronger brand imprint, every step in 2022 and even the future needs to be like every step taken in China in the past 30 years. To borrow a phrase from the speech of Volkswagen Group CEO Herbert Diess, it is, "I know you can do it, I am optimistic about you." ”
| Wang Xiaoxi |
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