In the review of FAW Toyota's 2021, I have been brainwashed by the "cycle" and have been thinking about how to rub the hot spot of the recent hit drama "Beginning" in the noonday sun, but in the end, I still can't think about it.
Until Douyin pushed me a video of the protagonist of "Xu Fengnian" in the Snow Knife Line saying goodbye to the first season, suddenly Wen Si gushed. Sure enough, when there is no inspiration, it must be big data that understands you best, even if the heat of this hot spot has gradually subsided.
Or back to the main topic, from the perspective of FAW Toyota's action trajectory in 2021, if it is anthropomorphized, it will not be like any of the characters in "The Beginning", but more like a "hanging" Xu Fengnian?
There are two reasons for this. First, judging from the results, even though in this mysterious jianghu, there are countless masters who have reached the realms of King Kong, Finger Xuan, Celestial Signs, and Land Immortals, Xu Fengnian is still the final winner in the first season. Looking at today's domestic auto market, although there are many opponents, FAW Toyota is also a "winner".
According to the data, in 2021, the domestic car market sales of 20.146 million vehicles, an increase of 4.4% year-on-year, of which FAW Toyota's cumulative sales of 860,000 vehicles, an increase of 8% year-on-year, is one of the few brands in the head joint venture car companies to achieve positive growth.
Second, from the perspective of the process, with the help of a number of top masters, Xu Fengnian seems to have hung all the way, but in fact, if his mind is stable enough, his concentration is strong enough, and his understanding is deep enough, how can these "plug-ins" be used for him?
In fact, faw Toyota is the same. Under the influence of multiple unfavorable factors such as the chip crisis, the rebound of the epidemic, and extreme weather, if FAW Toyota is not strong enough to resist risks, the coordination of system resources is flexible enough, the channel construction and product spectrum line are perfect enough, and it continues to practice internal strength, how can it outperform the market?
I don't take the road of "arrangement" by others
As a "snow tough" fan, if you want to take stock of Xu Fengnian's most said sentence in the play, I think it is nothing more than, "Don't take the road arranged by your father, you have to walk out of a new road for Xu Fengnian." ”
Frankly speaking, in the environment of dark tide, it is difficult to get out of a path of your own. In the play, Xu Fengnian takes his own path, which time is not dangerous, but he can always be desperate. So according to this point of view, FAW Toyota, which does not take the usual path, is also the same.
As we all know, unlike the difficulties in 2020, 2021 is accompanied by a continuous card neck with "lack of cores", coupled with the shortage of raw materials and unstable supply chains, a large number of hot-selling models are "difficult to find a car", and the car lifting cycle is also relatively long. In order to ensure profits, many car companies have chosen to give priority to the limited chips to supply high-profit models and popular models, and reduce the launch of new products.
However, FAW Toyota does not follow the path of others, and has the youthful ambition of vowing to break out of a road of its own like Xu Fengnian.
Let me give you an example.
In the context of rising raw material costs and chip supply shortages, in order to ensure the supply of resources and the normal operation of production, FAW Toyota not only carried out penetrating management and risk grading control of all aspects of the supply chain, but also broke through the traditional model and established an integrated response mechanism from raw material supply to production to sales, through improving efficiency while optimizing resources to ensure the user's product demand and pick-up cycle.
In order to ensure the quality of user product experience and service experience, FAW Toyota also launched five new quality cars last year, including Asia Lion, RAV4 Rongfang Dual Engine E+, new Yize IZUA Dual Engine Edition, Crown Land Release and Lingfang HARRIER, covering various segments of mid-to-high-end vehicles.
In addition, in the dimension of innovative marketing service model, FAW Toyota is subverting the tradition, using "immersive" empathy experience and digital intelligence service transformation to bring users a more novel and fun, more efficient service experience.
So, under the multiple preparations of continuous flexible adjustment in the supply of raw materials, continuous grasp of efficiency and quality in the production link, and continuous optimization of quality experience and internal resources in the sales link, what does FAW Toyota finally get?
FAW Toyota has gained 175,000 chips, a more responsible and motivated talent team, more efficient digital and intelligent service capabilities, a new record of daily output, and the recognition of more than 860,000 new FAW Toyota users in 2021.
The better people tend to work harder
In today's turmoil and fierce competition in the domestic car market, the reason why the head car companies can maintain steady growth is not entirely driven by the market reputation accumulated in the past, but also because under the continuous changes, excellent people are often still working hard.
At least FAW Toyota is like that. According to FAW Toyota's plan, in 2022 FAW Toyota will complete the leap of "production of more than one million and customers of more than ten million".
Looking at the annual planning of various car companies in the current industry, most car companies have taken positive growth as the development goal of the whole year, self-encouragement, or really have this confidence, who will eventually achieve the commitment at the beginning of the year in 2022 is still unknown.
However, FAW Toyota's sales target of 1 million yuan can withstand careful scrutiny. This is not the "protagonist aura", but the results of FAW Toyota step by step, so that the market is full of confidence in it.
First of all, in terms of product dimension, 2022 will be a big year for FAW Toyota's products. According to reports, in addition to launching a number of redesigned models that rely on the TNGA architecture to strengthen the quality reputation, FAW Toyota will further strengthen the lineup of SUVs and new energy products in 2022.
In January this year, corolla Ruifang, which inherits the classic genes of Corolla, was successfully launched, further enriching FAW Toyota's combat firepower in the compact SUV segment. In addition, the bZ4X, the first model of Toyota's bZ pure electric exclusive series based on the exclusive platform of e-TNGA, will also be launched this year.
Secondly, in the service and marketing dimensions, FAW Toyota is also taking multiple measures at the same time. I believe that users who have learned about the Crown Land Release and LingFang models will not be unfamiliar, the listing form of these two strategic models is very novel, of which the Crown Land is listed in the desert, which further strengthens the hardcore product image of the Crown Land in the hearts of consumers, and The LingFang also creates an immersive visual experience, deepening a classic and elegant "most beautiful Toyota SUV" image.
Under such innovation, a more vigorous and energetic, younger and unique FAW Toyota jumped on the paper. However, under the challenge of the lack of core in the industry, for the pain points that users are most concerned about, the most noteworthy is of course the production dimension.
In order to ensure the supply chain base of millions of vehicles, FAW Toyota has also made the policy of "fighting", "borrowing", "changing", "adjusting" and "saving", by adjusting the rhythm according to demand, revitalizing limited resources, and maximizing the use value of limited resources. This is also an extreme test of the flexible adaptability of a car company's system resources.
In response to this test, FAW Toyota is obviously victorious. In 2021, FAW Toyota officially crossed the mark of 9 million users. For FAW Toyota, this "number" is not only a witness to FAW Toyota's steady progress, but also a new starting point for FAW Toyota to anchor a stronger future.
Red dot observation:
As countless "Snow Hummer" fans expect, the end is also a new beginning, and the next story must be more exciting. And faw Toyota is no different!
Just as the so-called "will not fight the battle without preparation", from the perspective of preparation for the "million-level" scale target, it is not difficult to find that FAW Toyota has already made a good decision.
Or use a sentence at the end of the first season of "Snow Knife Line" to make a final summary: the road is obstructed and long, the line is coming; the line is not quitting, the future can be expected!