Standing at the height of 860,000 vehicles in 2021, FAW Toyota's goal of impacting million vehicles is not only the desire for sales and market share growth, but also the determination of the company to move towards higher quality development.
Author 丨Lu Shan
Edited by 丨 Dahua
Produced 丨 Automan Media
In late March, Beijing was still cold in the spring, but the appearance of a brand new FAW Toyota bZ4X ignited the enthusiasm of everyone present.
As the first pure electric model in this series, the bZ4X not only represents the core technical achievements of Toyota's pure electric technology, but also is the trumpet of FAW Toyota's new energy market in 2022.
In 2022, FAW Toyota has set a strategic goal of selling more than one million vehicles a year and joining the "10 Million Vehicles Club". New energy is undoubtedly an important part of this, but it is by no means the whole plan.
When a company has a rebirth-like change within itself, high-speed and healthy growth does not depend on the emergence of individual blockbusters.
In the mature Chinese auto market, as a 19-year-old joint venture company, FAW Toyota is entering a new stage of enterprise development with the entrepreneurial spirit of "product is king, user experience as the center, and digital and intelligent innovation as the support".
1
Golden age
Three-dimensional brand shaping
The epidemic superimposed on the "lack of core", and the global car industry swept by these two storms in 2021 is having a difficult time. China's auto industry, which is trapped in it, is also unable to stand alone. Looking around at the report cards of car companies in 2021, most of the former sales stars have performed unsatisfactorily, and few brands have achieved positive growth.
With an annual growth of 8%, FAW Toyota became one of the few shining points of the year. According to the data, in 2021, FAW Toyota's cumulative sales of 860019 vehicles, an increase of 8% year-on-year. Among them, the cumulative sales of the SUV family are 283523, and the cumulative sales of the Shuangqing family are 201597.
In 2021, FAW Toyota launched a number of products, including the luxury and dynamic flagship big seven-seat SUV Crown Land Release, the new TNGA leapfrog sedan Asia Lion, the innovative generation of high-performance sports SUV Rongfang Dual Engine E+, "High-end Elegant Light Luxury Urban SUV" Lingfang and other new cars, fully meeting the needs of diversified markets.
Thanks to Toyota's world-leading TNGA architecture, FAW Toyota's annual TNGA model sales have accounted for 89.04%.
"Autobot" believes that under the requirements of the "double carbon" goal, Toyota's TNGA+ hybrid gold combination is replacing the once hot T+D and becoming a technology leader in the market.
Consumers are beginning to realize that traditional turbocharging can no longer meet the current demand for energy consumption and power, and instead seek a better power combination of oil-electric hybrid. This is one of the deepest reasons behind FAW Toyota's accumulation of hair.
While the product technology has been recognized by the market, another important work of FAW Toyota in 2021 is the shaping of the high-end brand. As a family-oriented brand, FAW Toyota wants to achieve a more three-dimensional construction of the brand, gain the recognition of high-end users, and get a stronger brand premium.
Its signature move is the revival of the Crown brand. In August 2021, the crown brand, which has been dormant for a long time, was truly revived with the full production of lufang. FAW Toyota's brand upward strategy has also taken a decisive step.
Looking back at 2021, from the continuous listing of a number of new models of the Toyota brand to the revival of the crown brand by relying on land release, FAW Toyota's sales have grown against the trend, which is inseparable from the continuous growth of the product matrix and the continuous emergence of explosive models.
With accurate insight into user demands and flexible and rapid product introduction, FAW Toyota will continue to put more competitive new products into the market in 2022, and the heyday of FAW Toyota has just arrived.
FAW Toyota Motor Sales Co., Ltd
Party Secretary and General Manager Hu Shaohang
Hu Shaohang, secretary of the party committee and general manager of FAW Toyota Motor Sales Co., Ltd., said in an interview with Automan: "Through the renewal of the Crown brand, it has driven faw Toyota's overall brand upwards, increased product premiums, helped sales, dealership revenue, customer perception and goodwill, and achieved value leadership." In addition to the Crown brand, FAW Toyota will further sharpen the three major product labels of 'Mid-level Car Benchmark, National Car, and Hybrid Forerunner' after years of deep market cultivation. ”
2
Embrace innovation
The results of digital and intelligent transformation have begun to be seen
In the context of the era of "new four modernizations", in order to meet the indigenous people of the post-95 and post-00 digital intelligent era, the digital and intelligent transformation of car companies has become imperative. At the critical moment when the automotive industry is facing major changes that have not been encountered in a century, the digital and intelligent transformation of R&D, manufacturing, marketing and service has become the key point of future competition.
In 2021, faw Toyota overcame the challenges of product structure adjustment, insufficient chip supply, power rationing and production limitation through the development of digital intelligence business, and created a refined management system for the whole industry chain, achieving a synchronous increase in user satisfaction, network profitability and sales.
FAW Toyota's digital and intelligent transformation has not achieved remarkable results overnight. In order to achieve the expected results, FAW Toyota has formulated a clear and detailed digital and intelligent transformation plan. By quickly introducing leading working methodologies and empowering co-creation, we will form a customer-centric and strategic goal of core business value streams, and create a digital intelligent operation base that supports the scale of production and sales of millions of vehicles.
FAW Toyota's digital and intelligent transformation is mainly aimed at three aspects: first, the user level; second, the production level; and third, the channel level.
First of all, it is the user level - user experience has become a watershed in the difference between traditional car companies and emerging car companies.
With the concept of "from satisfying demand to generating pleasure, realizing emotional experience and emotional interaction beyond customer expectations", FAW Toyota continues to accelerate the transformation from a product service enterprise to a user operation enterprise, and accumulates potential energy for the long-term development of the enterprise by continuously providing users with high-quality and innovative services.
By focusing on the operation of private domain traffic and the construction of customer ecology, FAW Toyota has created social tools to achieve community interaction and community ecology.
In April 2021, FAW Toyota Super APP was officially launched, through the user-friendly interface to achieve the opening of the underlying data, the introduction of social SCRM social customer relationship management, the realization of "multiple consultants to serve a customer" multi-to-one operation model, through the intelligent service system, requiring as soon as possible to identify customer needs, investigation, and final closed-loop disposal, so as to continuously improve user satisfaction.
At present, through the integration of private domain traffic platform contacts, FAW Toyota has achieved 15 million operating fans. The effect of fan operation is obvious, in 2021, only relying on fan referrals, FAW Toyota achieved sales of 40,000 vehicles.
At the same time, the efficient service system has brought about a continuous improvement in user satisfaction. In 2021, FAW Toyota's sales and service satisfaction once again won the double No.1 of the China Association of Quality, which is a footnote to the results of FAW Toyota's digital and intelligent transformation at the user level.
Secondly, it is the production level - FAW Toyota will open up R&D and production data, and the actual situation of the production end can be fed back to R&D in real time, further optimizing the design plan, and the service data and sales data can be further optimized.
With the entry into the deep water area of digital and intelligent transformation, the data center will become a new digital infrastructure for car companies, helping to accelerate the innovation ability of enterprises while reducing the cost of innovation.
FAW Toyota has also opened up three major systems of lead management, logistics management and production weekly change through the construction of the ADMS global lead management system, and the order matching accuracy and store turnover rate have been improved. In addition, the dealer side has implemented a line index flow, so that the production side of the weekly calculation change can quickly respond to the order demand, driving sales increase.
Through the efficient operation of the data center, the data is like water in the production, sales, service and other online and offline links of FAW Toyota to achieve free flow. With the aggregation and sharing of data, FAW Toyota's various businesses can efficiently collaborate and accelerate their response capabilities.
Third, it is the channel level - FAW Toyota continues to exert efforts in three aspects: network expansion, strong network and intelligent network.
On the one hand, improve the network layout, so that consumers can enjoy high-quality convenient services and products within the circle of life.
On the other hand, we will accelerate the optimization of the customer's store experience and realize the consumption expansion and business transformation from car consumption to car life. At the same time, in this process, the dealers are continuously empowered by digital intelligence, from clue management, logistics management to production cycle changes, the three major systems are opened one by one, and the line index flow is realized at the dealer end, which further accelerates the order response demand at the production end and increases the proportion of sales.
On this basis, FAW Toyota's user satisfaction and dealer profitability have been continuously improved, and have been recognized by authoritative institutions in the industry.
Up to now, FAW Toyota has won the gold award of "Toyota Service Global Commendation" for 6 consecutive years and a total of 7 times; FAW Toyota's "Integrity Service" has won the first place in the evaluation of the Automobile User Satisfaction Index of the China Association for Quality for four consecutive times; in the 2021 National Automotive Industry User Satisfaction Evaluation, FAW Toyota's sales service and after-sales service satisfaction has once again won the first place in both items.
It can be seen that with the opening of barriers in various business units, FAW Toyota's digital and intelligent transformation has entered the deep water area.
By combining the client, dealer, manufacturer, and regional ends, FAW Toyota has realized the connection of people, knowledge, vehicles, and business, and then can continuously empower five types of customers, including customers, dealers, headquarters managers, regions, and partners.
3
Power 2022
Towards the goal of high-quality "millions"
Looking at the overall production reduction of more than 2 million vehicles in China in 2021, as well as the reality of the Toyota system's repeated suspension of production, it is not difficult to see that behind the rise of FAW Toyota against the market, it is not only the outstanding combat strength of products and marketing, but also the strength of the entire system.
If the enterprise competition is a "long run", it is not explosiveness, but endurance. This seems to be more evident in Toyota companies. Faw Toyota's orderly promotion of the four areas of "research, production, management and marketing" has further strengthened its system capabilities, laying a solid foundation for FAW Toyota's goal of "one million vehicles".
With the deep system capabilities and quality awareness built in 19 years, FAW Toyota has achieved industry leadership in product experience. At the same time, through customer-centric marketing innovation, the FAW Toyota brand continues to be younger. Lingfang's "Co-creation, Sharing, Empathy" mass experience plan has attracted the attention of more young consumers.
2022 will still be a "big year of products" for FAW Toyota.
By including bZ4X, FAW Toyota will further strengthen the camp of new energy products. The launch of a number of redesigned models and new products will also update and supplement the existing product matrix, further consolidating the competitive advantage of TNGA architecture products in the market segment.
From the perspective of brand power, FAW Toyota in 2022 will also be a year of comprehensive brand power.
In terms of height, taking the return of the Crown brand and the launch of new models as an opportunity, FAW Toyota will increase marketing innovation and create a differentiated "mid-level car benchmark" image with higher positioning and better experience.
In depth, with the continuous improvement of Corolla's reputation, the merchandise power of Asiatic Lion, and the continuous penetration of Corolla Ruifang, FAW Toyota will continue to consolidate the market position of "the first car in China".
In terms of breadth, the bZ brand officially entered the first year of the brand in 2022, which is the key brand construction period. FAW Toyota will accelerate the construction of a new energy marketing model and achieve a breakthrough in the profit model of dealers through the organic integration of online and offline. At the same time, it establishes consumer awareness of faw Toyota pure electric brand, and creates a leading brand in the Toyota hybrid industry of "high performance, high safety and high value".
Corresponding to the product layout, FAW Toyota's marketing innovation and transformation is accelerating. FAW Toyota adheres to the "user center", takes user operation as the core, takes digital intelligence as the guarantee, takes direct direct access and direct face as the means, and takes innovation as the key to comprehensively build a million-vehicle marketing system.
In 2022, when the epidemic situation is repeated and the problem of "lack of core" is difficult to solve, the guarantee of resource supply is still the key to whether FAW Toyota's million vehicle target can be achieved.
To this end, FAW Toyota has introduced systematic and digital intelligent early warning methods, which will achieve true penetration and rapid coordinated response to crises, and formulate medium- and long-term strategies to cope with unforeseen difficulties in the future.
From the perspective of the 19-year-old joint venture, from its performance and strategic deployment in 2021, we can have a clearer glimpse of how FAW Toyota has reached the peak step by step.
As Hu Shaohang said: "Nineteen years of hard work, the growth of FAW Toyota has always been closely linked to the development of the times. Facing the future, we will be more firm in the original intention of 'mass production happiness', strengthen the system, consolidate the foundation, embrace change, and firmly move towards a high-quality and sustainable 'annual sales million scale'. ”
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