The tallest tree must have experienced the greatest impact.
Looking back at 2021, the shortage of chips disrupted the rhythm of the automotive industry, and FAW-Volkswagen, as China's largest single car company with annual sales, bore the brunt. In 2021, the annual sales volume was 1,857,777 units, of which 988,677 vehicles were sold by Volkswagen brand terminals, 700,088 vehicles were sold by Audi brand terminals, and 169,012 vehicles were sold by Jetta brand terminals, and the overall performance was relatively stable.
At the beginning of the Year of the Tiger, the impact of "lack of core" weakened, and sales reached 195871 vehicles in January, completing nearly one-tenth of the annual target of 2 million vehicles. In order to take advantage of the chase, FAW-Volkswagen continued to make new plans.
It is understood that FAW-Volkswagen is still constantly exploring the innovation of products and actively meeting the trend of market rejuvenation. For example, Sagitar is not only the sales responsibility of FAW-Volkswagen, but also the evergreen tree of the car market, and it is present on the sales list almost every month. And just this year, Sagitar will be renewed and will have better fuel consumption performance. In addition, Bora will usher in a facelift, the new car adopts a new design language, and is more youthful and sporty than the current model.
As we all know, sedans and SUVs are still the preferred models for consumers. To this end, it will also launch a new B-class mainstream SUV model. It seems that FAW-Volkswagen will make efforts this year to further meet the expression of personality and fashion of the younger generation.
Cost-effective products are the advantages of FAW-Volkswagen, but in the period of change of white-hot competition, products alone seem to be far from enough, and the innovative marketing system of enterprises is playing an increasingly important role. At the moment when big data promotes product intelligence, "user co-creation" has become a trend. Many consumers express their needs to car companies, or car companies are actively soliciting suggestions from users. As a result, trends such as personalized expression, social communication, and digital experiences are changing rapidly.
In 2022, FAW-Volkswagen will continue to focus on users and reconstruct end-to-end business processes. During the epidemic last year, FAW-Volkswagen broadcast live four times a week, with hundreds of thousands of viewers per show. At the same time, it not only optimizes the user experience of the showroom, but also retains a large number of users through the brand APP. From the strategy of rejuvenation to online live broadcasting to innovative ecosystem marketing, FAW-Volkswagen has continuously innovated in marketing methods.
In order to deepen the "user growth model", FAW-Volkswagen reorganized its department responsible for marketing business and renamed it the User Operation Center in terms of organizational structure. At the same time, the work was subdivided, and three major business units of content marketing, strategic support and private domain operation were established, as well as the product center and the Martech center.
In addition, when it comes to the development of the automotive industry, it seems that the term new energy is inseparable. FAW-Volkswagen is also well aware that new energy is the future trend, so it also actively promoted the reform of pure electric vehicle products last year, and successively launched new pure electric models such as ID.4 and ID.6 within a year.
In addition to the presentation of products, FAW-Volkswagen launched an agency model for the ID. family last year, from which excellent agents are selected and authorized to operate ID. series products to ensure the consistency of service quality and user experience. This new marketing model opens up online contacts such as cloud showrooms, enterprise WeChat exclusive customer service, ID.Hub, etc., while expanding offline channels such as brand experience space and pop-up stores in business districts, providing consumers with more comprehensive information services and car purchase experience.
In 2022, FAW-Volkswagen seems to be "adding" to the field of new energy, continuing to build a new customer-centric marketing model through digital transformation. In the face of a rapidly changing market, FAW-Volkswagen is constantly improving its channel business strategy. Finally, FAW-Volkswagen opens the era of digital and intelligent transformation 2.0, which will promote the process of FAW-Volkswagen's intelligent reform in the Chinese market.
Automotive Network Review: Adapt to the trend of change and enrich consumer digital touchpoints
Unconsciously, FAW-Volkswagen has accompanied Chinese consumers for 30 years. Over the past 30 years, FAW-Volkswagen has had a keen insight into the market. Nowadays, it is also a revision of Bora, Maiteng and other models, and will launch new SUV models. It can be said that FAW-Volkswagen has actively responded to changes in the market. Moreover, in the face of a complex market, FAW-Volkswagen has vigorously promoted digital intelligence, lean and practical innovation in its channel business, which may help achieve its annual sales target.