"In the early hours of this morning, Nanjing issued a yellow warning for blizzard and a yellow warning for icing." While listening to the radio, Huang Gong carefully drove to the Shanghai Automobile-Volkswagen Nanjing plant.
On February 7, Nanjing ushered in a rare heavy snow weather. In the face of bad weather, the Nanjing factory was not in a hurry, made an emergency plan in advance, and the cold and snow removal work was carried out in an orderly manner. Extreme weather did not affect production at all, and employees excitedly took photos of the snow in the swan feathers, and they said in the WeChat circle of friends: Ruixue Mega Year, I hope that the production and marketing results of the Year of the Tiger can usher in Changhong.
Just yesterday, SAIC Volkswagen delivered the news of this year's first sales success, with a single month sales of 130,600 vehicles, up 51.7% year-on-year.
Ruixue Mega Year
People come early in the spring
On the fourth day of the Lunar New Year, when the Lunar New Year is on the spring day, the new year's labor and harvest have since begun. SAIC Volkswagen Nanjing plant workshops, warranty, logistics and supporting enterprises in an all-round way. The post employees seized the opportunity of New Year production, and produced more than 1,400 vehicles in 3 days during the Spring Festival holiday, showing that "I am on the job in the new spring, and the production task is busy." People come early in the spring, and the new atmosphere in the year of the tiger" is a fighting posture.
At the same time, shanghai Anting Automobile Factory No. 2, which is more than 300 kilometers away from the Nanjing factory, is also brightly lit, the machines are roaring, all the assembly lines are fully started, the departments are quickly entering a state of struggle, and the employees are morale high and riveted to sprint the work goals of the new year. Not far away, the various departments of the Third Anting Automobile Factory are also fully equipped to fight the opening battle of the Year of the Tiger.
In the three days of the Spring Festival holiday, the Year of the Tiger in the three major factories in the two places began with a success of 2360 vehicles. Among them, the Audi A7L 88 vehicles, tiguan 2232 vehicles, Hui ang 40 vehicles.
Earlier than the production end ushered in the start of construction, is the product research and development end. Since the second day of the Chinese New Year, saic-volkswagen's road test team has successively rushed to the "battlefield", working overtime to catch up with the progress of the project, ensuring the quality of the software, and going all out to ensure that the 4 projects can release the warranty license on schedule in the new year.
Chinese New Year service is not closed
Digital marketing at scale
On February 8, SAIC Volkswagen ushered in a different kind of "opening red", and the number of registered users of savoy-Volkswagen App exceeded 7 million, ushering in a milestone moment in digital marketing. This figure is enough for the Volkswagen brand to shout out the phrase "SAIC Volkswagen has the largest automotive digital ecology" in the Chinese market.
At the Guangzhou Auto Show at the end of last year, SAIC Volkswagen revealed that the number of fans exceeded 14 million on the all-social platform. But this figure, which makes other brands hard to look back, is just the beginning. At present, SAIC Volkswagen has a large number of fans on platforms such as Douyin, Kuaishou, and WeChat. But in the second echelon of social platforms such as Zhihu, Station B, and Xiaohongshu, SAIC Volkswagen did not play well enough. This year, SAIC Volkswagen will further focus on digital marketing and better operate all social platforms.
In 2021, saic and Volkswagen brand officials played live broadcasts with dealers, organized more than 140 shows and more than 110 million views, and invested heavily in creating 100 ace anchors. The total number of live broadcasts of these ace anchors exceeded 63,000 times, and the number of viewers exceeded 220 million. Dealers started with live streams to really bring goods, with the largest number of stores selling 60 new cars a month on live streams.
Successful live broadcast experience, so that dealers are willing to spring festival online is not closed, in the Spring Festival holiday to carry out live broadcast gathering activities, so that users can stay at home, but also can watch cars, choose cars. Dealers are enthusiastic, and in the southern region of the Skoda brand alone, 23 live broadcasts were carried out in the three days before the Spring Festival.
Taking the Skoda brand as an example, considering that during the Spring Festival holiday, everyone wants to see a little "Happy Hehe", in order to improve the customer traffic and live broadcast efficiency of the live broadcast room, to meet the needs of customers for content richness, dealers show their talents: there are dealer partners in Chengdu singing live; there are dealer colleagues in Guangzhou talking about cars in the community; there are sales consultants who drive back to their hometowns to introduce their cars in their own compounds.
Service with temperature is available during the cold winter months
The Year of the Tiger does not close in the New Year. Online live broadcasting has made the pace of sales non-stop, and many offline stores have resumed work on the second day of the Chinese New Year.
Yu Jingmin, executive deputy general manager of SAIC Volkswagen Sales and Marketing, and Yang Siyao, secretary of the Party Committee, personally took command, and went to the forefront of the regional resumption of work in the three days of the Spring Festival holiday, visited the dealer team fighting in the front line, listened to everyone's voices, sent New Year wishes, and cheered for the front line of the market.
The idea of "driving a new car home for the New Year has face" has made many consumers have a strong intention to buy a car around the Spring Festival. A Mr. Zhang at SAIC Volkswagen's Ningbo Tengfeng 4S store ordered Kodiak years ago and repeatedly expressed his hope that it would be enough to get a car before the Spring Festival.
Xiao Wang, a salesman at Ningbo Tengfeng 4S store, learned that customers even stayed in local hotels in order to pick up the car, just in order to wait for the vehicle to arrive at the store to pick up the car and go home for the New Year, and immediately fed back the customer's needs to the Zhejiang-Shanghai unit in the south district of Skoda.
Yang Yiming, the first generation manager of Zhejiang and Shanghai in Skoda South District, and his colleagues studied the logistics route and found that even if they immediately applied for fast-track transportation, the vehicle could only arrive in Hangzhou on January 28, and if they waited for logistics resources to transport the vehicle from Hangzhou to Ningbo, they would definitely delay the customer's pick-up of the car and go home for the New Year.
Before the long holiday, many people will slack off their work momentum and enter the state of "what will be said after a while". But the customer's wish ignited the motivation of the team, under the leadership of Yang Yiming, everyone came up with the idea of "waiting for home delivery is better than us going to Hangzhou to pick up".
The team worked intensively to formulate a plan, and actively negotiated resources with the headquarters, Anji Logistics, and dealers to ensure that there was no delay in all aspects. Finally, two days before the Chinese New Year's Eve, the team took the vehicle to the store, prepared it and delivered it to Mr. Zhang.
During the long holiday, Ningbo Tengfeng 4S store opened its doors in advance to welcome customers, and Xiao Wang also went to the store to start the new year's work: "As long as we are willing to provide warm services, the sales volume in the new year will also be able to be tiger and tiger, and the sales will be high." ”