[Introduction: Many people think that "win the championship" is a short verb, short and fleeting. But three minutes on stage, ten years offstage, "winning the championship" is both "winning the championship" and "competing for the championship", Chen Kexin's "Win the Championship" did not spend too much ink on the result of winning the championship, on the contrary, the Chinese women's volleyball team hit the championship road is the focus of the movie. Therefore, it is also reasonable to define "win" as a long verb, and Guangqi Honda's release of the short film "Departure is The Champion" at the beginning of the year is obviously well understood. In the new year, in order to impact higher sales, better reputation, or continue to move forward on the road of continuous innovation and breakthrough, Guangqi Honda has made full preparations. 】
Written by | Yun Li and edited by | Hezi
On February 14, GUANGC Honda released a documentary about the owner's story of "Departure is the Champion" online. The documentary is 8 minutes long, and the whole article can be condensed into two words" "chasing dreams". No matter how big the owner's identity is, where he is, he has one thing in common, that is, "on the road" and "on the road to pursue dreams". Hiromoto has become the intersection of these unknown car owners, and Hiromoto Automobile has also become a tool for Hiromoto user groups to chase their dreams.
How does Hiromoto make the opening statement?
Using the owner's dream journey to reflect the road of Guangqi Honda to win the championship and compete for the championship. Building dreams for car owners, so that more users can pursue freedom, the pursuit of dreams is the focus of Guangqi Honda's road to the championship.
For Guangqi Honda, "fighting for the championship" is not necessarily "fighting for the first", rationally looking at the "championship", it may be understood as a comprehensive force, in the current economic background, market environment to get more initiative, maintain the existing advantages at the same time, seek more breakthrough points or innovation points, in order to show stronger industry competitiveness. Only by playing a good "combination fist" can Guangqi Honda have more confidence to "fight for the championship" and have the possibility of "winning the championship".
Facts have proved that the screening of the owner's documentary on the one hand is to show the outside world the past sales results of Guangqi Honda, just like the "9.6 million square kilometers, every 160 people, there is a Guangben car owner" mentioned in the film, in order to do so, "time", "geographical advantage", "people" can not be less, it can be said that Guangben is showing off the achievements; on the other hand, it is also a statement on "new beginnings, new journeys, new goals".
Does Guangqi Honda have a foundation to "win the championship"?
Starting from the championship, Guangqi Honda released a highly directional and purposeful corporate vision at the beginning of 2022. The sword refers to the champion, who gives up himself, and Hiromoto's strong determination and confidence are fully revealed. However, it is one thing to express one position, and whether it can be achieved in the end is another, the short five words of "starting to be the champion" are huge in information, and the difficulty of talking about courage or realization is better than many bold words. So, does GUANGC Honda have the so-called "championship" basis?
In fact, Hiromoto has a pretty good foundation, how to interpret it? From the perspective of the market and word of mouth, Guangben does not lack confidence.
Between the official release activities, the information of Guangqi Honda's domestic best-selling has been transmitted, and the data shows that Guangqi Honda has accumulated 9 million car owners and users. Such a huge user scale is the best wealth for enterprises, and it is also the most practical affirmation for car companies along the way. In a sense, the cumulative sales of 9 million cars are more real and more convincing than any embellished rhetoric and propaganda words.
For those new forces that "100,000 units of the enterprise are off the line in a few years" and also want to celebrate, the scale of production and sales of Guangqi Honda is too large, but for the latter, is this not the most successful achievement of traditional car companies?
According to the data of the Association, the sales volume of passenger cars in the broad narrow sense from January to December 2021 was 770,000 units, which was the hardest for BYD. Based on the impact of the continuous chip shortage in the past year, the shrinkage of guangqi Honda's retail end is still much more limited than that of most other joint venture car companies. Compared with 2020, GUANGQI Honda's sales fell by 4.5%, while in 2021, FAW-Volkswagen, SAIC-Volkswagen, SAIC-GM and Dongfeng Nissan's sales fell by 15.7%, 8.6%, 9.2% and 6.4% respectively. Based on more stable market performance, GUANGQI Honda should have more opportunities to deal with a more complex and changeable market in 2022.
Focusing on single product sales, Guangqi Honda's products cover almost all mainstream grades and models, and many are known as benchmarks or sales leaders of the same level. Taking the Accord appearing in the documentary as an example, the car has always been the focus of the same level since its introduction into China, and for Hirabata Accord, it seems that the product cycle has always been only one state, that is, the "peak period". The Accord sold 201,300 units in 2021, accounting for about 26% of total sales, ranking third among mid-size cars in sales; the other car in the film is the Odyssey, and it is expected that the Odyssey will be selected for the documentary. Its perennial and GL8 "dominate" the high-end MPV market, if GL8 set off a boom in MPV commercial vehicles, then Odyssey is the absolute contributor to the popularization of MPV households.
In addition, the small car market also makes Guangqi Honda feel good. Hiroomoto's boutique car Fit, which has always been proud, is the same as the Accord and Odyssey, and no matter how it is replaced, the sales volume can always rank in the top three seats of the same level. In 2021, Fit sold a total of 96,326 new cars, ranking first in the sales list of the same level.
Regarding word of mouth, there are many aspects that Guangqi Honda can be recognized by consumers. The first is the brand, the establishment of twenty-four years, although the energy revolution, the tide of changes in the times is intensifying, although the new car has the potential to replace the old car, but the mainstream consumers of Guangqi Honda are still exquisite, tasteful, not easy to compromise group. For a long time, Guangben's brand reputation has attracted users, and matched users have further raised their reputation, and the two have promoted each other.
The second is the quality of word of mouth, Toyota users often like to "open the Toyota can not be broken" hanging on the lips, in fact, Honda is not? It is not difficult to find that to this day, like the ten-year-old eight-generation Accord or the fourth-generation Odyssey, it is still common on the road, and even if it is replaced by an old Cantonese from more than ten or twenty years ago, it is not very strange. As early as 2020, J.D.Power's Research on the Quality of New Cars in China (IQS) clearly showed that Guangqi Honda had the least "problems per 100 vehicles", that is, the best reliability.
Honda's excellent quality directly creates a strong retention rate, and the retention rate is one of the important reference items for consumers when choosing a car.
"Winning the championship" must have a foundation and a breakthrough
Regarding "breakthroughs", there is never an absence in the dictionary of The Broad Book. In the documentary, the owner of Hiromoto is always on the road and has been trying to break through. The Owner of the Aude Racing quit his job in the system and wanted to jump out of the comfort zone, which was a breakthrough; the Owner of the Accord had inconvenience and still insisted on practicing dance, which was also a breakthrough. It is undeniable that the spirit of the owner of Guangben who does not accept defeat and the spirit of courage to explore are very similar to the Guangben brand.
In order to explore a new balance between combustion efficiency and power output, Honda introduced VTEC technology in 1989, which was unanimously recognized by the industry at the time as a major breakthrough in the history of the development of the entire internal combustion engine. When most car companies in the industry intend to bypass the oil-electric hybrid and directly enter the field of plug-in or pure electricity, Accord Rui Hybrid will constantly refresh the mileage of the Accord hybrid at the Extreme Challenge held in Guangben, from 1980km to 1988km to 2103.5km. This is both Honda's self-breakthrough and Honda's hybrid technology breakthrough in the industry.
In the end, Honda was born good at breakthroughs, and Guangqi Honda naturally inherited Honda's genes. According to official information, Guangqi Honda has created many "firsts" in the industry, such as the first to introduce global models in China, the first to introduce a "four-in-one" special sales service model, and the first to hold vehicle-to-vehicle crash tests and pedestrian protection crash tests in China.
Until now, the pace of Guangben's innovative breakthroughs has not stopped. In the product side or technology end, Guangben strives to be comprehensive and fully flowered, in the context of already having naturally aspirated, small displacement turbine, oil-electric hybrid model, Guangben has launched plug-in hybrid models such as Haoying New Energy, and Guangben is also entering the pure electric market, VE-1 is the best proof.
In addition to the product, Hiromoto is also looking for more fancy ways to play. The first is the service level, Guangben targets the positioning of different groups of people, and uses various creative activities to meet the different needs of performance players, posture players and life masters. In addition, Hiromoto's "Fun Link Car Life" has also undergone the transformation from the 1.0 and 2.0 eras to the 3.0 era, and the concept of people, cars and life has been infinitely enlarged. It is understood that the number of members of the Guangben membership platform "Fun Club" has reached 3.5 million, and the registered users of the Guangben APP launched in August 2018 also have 1.75 million. The increase in the number of users of the membership platform and the user platform reflects the breakthrough of Guangben in the new model of user operation.
At the level of public welfare, Guangben set up a dream peer Club, aiming to help the development of China's local automobile culture and help more car owners and users realize their dreams; at the same time, Guangqi Honda also actively participated in public welfare activities and young creative activities for children's travel safety, and the broken circle outside the product also shined.
Comments
Guangqi Honda gives people a different feeling from tesla in the current day, Guangqi Honda is not only performing the duties of a traditional car company, but also trying to build and sell cars. Even if the "car" is eliminated, Hiromoto can still have a lot of contact with society, and Hiromoto is a brand with temperature and attitude. With the accumulation of technology, word of mouth and loyal fans and customers over the years, Guangben has a good bottom card, on the basis of which Guangben actively innovates, dares to break the circle, and tries to intersect with society and consumers in a more diversified dimension. This proactive, even low-profile attitude is another great wealth of Guangqi Honda, and will also support Guangqi Honda to enter a new journey.
(This article is the original of "Heyan Reading Car", without authorization, it may not be reproduced)