After more than thirty years of ups and downs, its name is familiar.
Text/Shanshan Xu
In Changchun, Jilin Province, there is a car company whose name is almost unknown to everyone. It is a leader in the automobile manufacturing industry and a major local taxpayer.
Starting from the old city of Changchun, after more than 30 car market changes, last year it won the first place in China's passenger car sales with sales of 1.858 million units for three consecutive years, and it is FAW-Volkswagen.
According to data released by the Changchun Bureau of Statistics, FAW-Volkswagen paid more than 41.8 billion yuan in taxes in 2021, which has exceeded the annual tax revenue of Changchun City in 2020 of 35.13 billion yuan.
Sales will approach one million units in 2021
At present, FAW-Volkswagen has taken root in Chengdu, Foshan, Qingdao, Tianjin and other cities, forming a strategic layout of five major production bases covering southwest, south China, east China and north China. In 2021, the global auto market is mired in the haze of epidemic and lack of core, while the Chinese market has achieved slight growth, faw-Volkswagen only Volkswagen brand overall sales of nearly one million vehicles, with a sales performance of 989,000 units to rank first in the domestic passenger car market.
At the same time, many models under the FAW-Volkswagen brand have also achieved gratifying results in the market.
In the new energy vehicle market, the ID.CROZZ family has sold 36,000 units since its launch, and in the past December, its monthly sales exceeded 8,500 units, creating an "ID.CROZZ speed".
In the sedan market, the Golf family sold 64,000 units a year, winning the market segment for eight consecutive years, and continuing the hatchback legend. The A+ benchmark product Sagitar has sold 3.5 million vehicles in 15 years on the market; the A-class market evergreen Bora, on the occasion of the 20th year of listing in 2021, has accumulated sales of 3.5 million vehicles; and the cumulative sales of twin vehicles are 7 million units, which is the highest cumulative sales of a single brand in the domestic A-class sedan market.
In the SUV market, the Tanyue family achieved an excellent performance of 450,000 vehicles in three years. Since its listing, Lanjing has seen a steady increase in sales, with sales up more than 50% month-on-month in December.
For 2022, FAW-Volkswagen brand car sales are expected to continue to grow. This year, the FAW-Volkswagen brand set a sales target of 1.225 million units, an increase of 23.9% year-on-year, which also shows its optimism about the future market.
Driven by strong market demand, the FAW-Volkswagen brand model lineup will also be further upgraded. On the basis of the four models launched last year, the Volkswagen brand will usher in the "product year" in 2022, and will launch 6 new cars, including 5 remodeled models and 1 new model.
See the opportunities for intelligence and electrification
As the largest automobile enterprise in China in terms of production and sales of passenger cars, FAW-Volkswagen will also open the era of digital and intelligent transformation 2.0 under the development trend of electrification, networking and intelligence.
It is reported that FAW-Volkswagen has opened up multiple data platforms for data collection, integration and analysis, and built a user insight system for all scenarios and full journeys to draw more accurate user portraits. At the same time, based on user insights, FAW-Volkswagen launched products that are more in line with user needs, and practiced the "price value strategy" on all products.
Based on the increase in user demand for intelligent, comfortable, driver assistance and other equipment, FAW-Volkswagen launched the "Price Value Strategy", which comprehensively and significantly increased the digital and intelligent configuration of all models, low- and medium-sized models, and main sales models, and greatly enhanced the value of products.
Faw-Volkswagen has also launched a 3M ecosystem layout for the user service ecosystem, including CAMS, Mobje Shared Mobility (Mobje), and Moss Intelligent Connected Service (MOSI).
In addition, for the new era of marketing model, FAW-Volkswagen is also its own faction.
Online, FAW-Volkswagen has built a matrix of 20+ contacts, including ID.Hub Mini Program, Super APP, and Double Micro Official Account. Up to now, the online matrix has achieved the precipitation of tens of millions of private domain traffic pools; offline, FAW-Volkswagen has launched an agency sales model for the ID.CROZZ family, and the channel authorization has accumulated 824 agents. In addition, FAW-Volkswagen has also built diversified channels such as offline ID-HUB experience stores and ID.com pop-up stores in core business districts to achieve comprehensive and in-depth coverage of the core new energy market and meet the needs of users for car purchase and experience at all times.
Looking forward to 2022, FAW-Volkswagen will closely follow the needs of users, focus on the three dimensions of innovative marketing, lean sales, and pleasant experience, and fully open the 2.0 stage of digital and intelligent transformation.
In terms of innovative marketing, FAW-Volkswagen will integrate all resources to deepen data, and drive digital and intelligent marketing reform and achieve smart marketing through five dimensions: new strategy, new content, new channels, new technologies, and new organizations.
As for lean sales, the Volkswagen brand will continue to practice the management concept of lean supply and demand, promote efficient inventory turnover, shorten the number of inventory turnover days to less than 30 days, maintain inventory depth level below 1.0, and continue to consolidate the order-oriented sales model.
Finally, in terms of user experience, FAW-Volkswagen will fully implement the customer-centric service concept, pre-sales and after-sales, online and offline, and strive together to provide customers with the ultimate service experience. For example, in the pre-sales stage, FAW-Volkswagen will add 300 new upgraded exhibition halls in 2022; in the after-sales service stage, promote the construction of digital intelligence to achieve transparent maintenance process, visual consumption records, and improve service efficiency; strengthen the charging ecological construction of car services, provide nanny-style home charging services, expand the capacity of public piles to more than 300,000, and increase 2200 Chemies charging piles to eliminate customer charging anxiety.