Although many companies will call the just-started 2022 the "first year" of their enterprises, in fact, in the entire automotive industry, the most qualified to call it the "first year" is the new Changan Mazda.
In September 2021, the rumors of the "merger of the two horses" finally settled. After the merger, thanks to the focus of resources, Mazda's system, standards and brand image in China were finally unified. The benefits of this are obvious: first of all, it can enhance the brand value; secondly, it is also conducive to expanding the product matrix, improving the service level of dealers, and making the company's energy more focused on users.
This is a new beginning, and it can also be said that the new Chang'an Mazda is the real "first year".
How to better integrate the superior resources of the previous Two Enterprises, Changan Mazda and FAW Mazda, strengthen Mazda's brand image and product advantages, and improve the operation and profitability of channels are all issues and opportunities that the new Changan Mazda must face in 2022. At the same time, the auto market is also undergoing profound changes, on the one hand, the auto market is increasingly advocating diversity, personality and sports; on the other hand, "user-oriented" has become the most frequently mentioned word in car companies.
These are all opportunities for Mazda's brand to counterattack.
Therefore, 2022 has just begun, in the field of after-sales service that users are most concerned about, the new Changan Mazda adheres to the principle of "all vehicle system, full scene and full timeliness" and issued the "2022 Customer Service Comprehensive Upgrade Measures" to ensure that the interests of users are maximized. For the door-to-door pick-up and delivery service that is well received by users, it will further benefit Mazda's entire vehicle user group. In addition, it has also launched the 2022 Chinese New Year Care Service to provide all-round protection for the Spring Festival cars of our customers.
All of this has made a good start for the "first year of development" of the new Chang'an Mazda.
Upgrade services to improve user perception
In the end, what is a "user-oriented enterprise", different people have different interpretations, but everyone generally agrees that a good interaction and communication relationship should be built between the brand and the user, the user loves the brand, and the brand provides users with the best products and services.
Mazda, known as technology control, has captured a large number of fans with its research on technology, and has a higher user brand loyalty than other brands, and is also the pioneer of "fan culture". How to better give back to users, so that more than 3.2 million new and old users across the country can feel the sincerity and development determination of the new Changan Mazda after the merger, and the service is the best entry point.
Especially for many former FAW Mazda car owners, it is necessary to regain the sense of brand belonging.
Therefore, how to give users a better experience has become the focus of the new Changan Mazda. Previously, the door-to-door pick-up and delivery service service has always been one of Changan Mazda's well-received after-sales service measures. When the user is busy with work or life and does not have time to carry out the maintenance project of the car, Changan Mazda terminal will provide door-to-door pick-up and delivery service. In the past 2021, more than 50,000 Changan Mazda users in more than 200 cities have enjoyed intimate and convenient door-to-door pick-up and delivery services, accumulating service mileage of more than 800,000 kilometers, saving users nearly 10,000 hours of valuable work and holiday time.
After this upgrade service, throughout 2022, the new Changan Mazda will cooperate with professional driving agencies to popularize door-to-door pick-up and delivery services for all Mazda brand users, so that 3.2 million new and old Mazda users can enjoy a unified butler-style distinguished service. At the same time, from now until January 23, all users who return to the store can enjoy 28 free inspections of the whole car, providing peace of mind for self-driving cars during the Spring Festival.
Prior to this, in addition to some luxury brands and new car manufacturers with main services, few companies were able to provide door-to-door car delivery services.
It is often said that the first car was sold by sale, and the others were sold by service. The new Changan Mazda's move has suddenly narrowed the distance with 3.2 million users, so that new and old users can feel warm.
Integrate superior resources and make efforts to 2022
Good user reputation is the first step in establishing brand confidence in the new Changan Mazda after integration.
Of course, this is not enough. After integration, from the cognitive level of the brand and product, it is certainly advantageous, and the user no longer needs to distinguish whether it is Changan Mazda or FAW Mazda, buy Mazda products, and enjoy Mazda's services, so the cognition is simpler and clearer. But in this process, how not to harm the interests of channels and old users, so that everyone is satisfied, is not an easy task.
In this regard, the new Changan Mazda adheres to the principle of "high standards, select the best and walk", implements the program of "one Mazda, one set of service standards, one set of management systems", and carries out personalized services on the basis of standardized services to enhance the feelings of store guests. More importantly, after the integration, whether it is the original FAW Mazda or Changan Mazda 4S store, the number of models available for sale has increased, which has increased sales strength and greatly improved profitability.
For users, after the merger, there are more after-sales service outlets, which is also convenient for daily maintenance.
At the Guangzhou Auto Show in November 2021, in addition to being able to see the grand situation of the full spectrum of models sharing the stage, at the same time, the new Changan Mazda also announced the "441 channel system", that is, to build 400 Changan Mazda 4S stores that can carry 400,000 sales, and the sales volume of a single store reached more than 1,000 units, continuously improving the sales, service and profitability of dealers.
In addition, the new Changan Mazda will also make bold innovations in the field of new energy. Following the launch of Changan Mazda's first new energy model, the CX-30 EV, the new Changan Mazda will also launch more new energy models to accelerate the electrification process.
Refresh the brand image, the future can be expected
But the current market environment is completely different from the past few years. On the one hand, smart electric vehicles have become a new track, pouring in a lot of new "contestants"; on the other hand, users are getting younger and younger, and the post-90s and even post-95s have become the main force of car buyers.
Such a market environment is both an opportunity and a challenge for a brand like Mazda, which is full of sports and personality. The opportunity is that Mazda's brand naturally has the characteristics of youthfulness, and it continues to meet the preferences of young people in marketing; the challenge is that the brand is changing with each passing day, and it must continue to sharpen the brand image in order to be loved by today's young people. At the same time, more localized smart connected systems and further electrification are needed.
As early as last October, Mazda announced the development plan for the cross-border SUV product line after 2022: in order to cope with the growing global SUV segment, and in order to provide users with more models with the latest environmental protection technology and driving pleasure, Mazda plans to launch the "MAZDA CX-50", "MAZDA CX-60", "MAZDA CX-70", "MAZDA CX-80" and "MAZDA CX-90" between 2022 and 2023. Five crossover SUV models.
In addition, Mazda will make full use of the accumulation of R&D and production technology in the fields of "step-by-step" technology development strategy, Chuangchi blue sky technology, integrated planning and flexible manufacturing, etc., and quickly realize the commercialization of the latest technology in a low-investment and high-efficiency manner to achieve medium- and long-term stable growth of enterprises.
With the gradual introduction of these new products, Mazda's product line will be more abundant, thereby further increasing sales and market share. The data shows that under the influence of various unfavorable factors such as the epidemic, lack of core and integration, Mazda's total sales in 2021 will be 183,953 vehicles, and it will challenge the target of 200,000 vehicles in 2022.
At the marketing level, Changan Mazda also provides users and fans with a broader platform for value co-creation through fashionable and young circle marketing models such as e-sports and modification. On December 26 last year, the Changan Mazda People's E-sports Super League King Glory Challenge came to an end. It is reported that changan mazda's views on the finals of Douyu live broadcast and a live broadcast platform on the same day reached 1.35 million people.
With the unification of brands, rationalization of channels, the introduction of new products, coupled with marketing assistance, the new Changan Mazda is expected to re-enter the fast lane of development.
epilogue
For Mazda, which has a century-long history, in the past century-long development process, it has been loved by consumers around the world with its focus on technology and the spirit of "unity of man and horse". In the Chinese market, Mazda has also gone through 30 years of history, with the lessons of failure and the accumulation of successful experience.
With the successful merger of the "two Horses", the integration of channels, the increasing emphasis on user services, and the announcement of comprehensive customer service upgrade measures in 2022, all of this makes us see Mazda's determination to develop in China and the driving force behind the future development of the new Changan Mazda.
As Fu Yuanhong, executive vice president of Changan Mazda, said: "At present, the automotive industry is undergoing earth-shaking changes, but at the same time, we are more deeply aware that no matter how the automotive industry changes, it is always around the user, to create products that satisfy users, and to create intimate services for users." ”
All these have made the outside world see the determination and infinite possibilities of the development of the new Chang'an Mazda.