Written by / Windsor
Editor/ Zhang Nan
Design / Shi Yuchao
Jilin Province, faw-hongqi's hometown and the place where the dream began, is now at a critical moment in the fight against the epidemic. Since entering March, the epidemic situation in Jilin Province has fallen into a stalemate after breaking through 1,000 for many consecutive days. At the critical moment of fighting the epidemic, China FAW and FAW Hongqi took the lead in coming forward.
At the first time of the epidemic, China FAW, together with its Hongqi brand, FAW Jiefang, FAW Besturn, FAW-Volkswagen and FAW Toyota, donated a total of 80 million yuan in cash. Among them, China FAW Hongqi brand fully contributed to the prevention and control of the epidemic, donating 48 million yuan in cash to support the epidemic prevention and control work in Changchun City and Jilin City, Jilin Province.
As the first domestic automobile high-end brand bred by China FAW, Hongqi Automobile is the first high-end car produced after the founding of New China. For more than 60 years, Hongqi has become not only an automobile brand, but also a national sentiment, which runs through the entire history of the development of China's automobile industry.
In 2018, with the renewal of the brand, New Hongqi put forward the brand concept of "three everything", that is, "all for customers, all for customers, all humble for customers". Under the guidance of this brand concept, FAW Hongqi not only innovates in products and strives for excellence in service, but also actively assumes social responsibility.
Nowadays, a new round of epidemic prevention and control sniper war has begun, FAW Hongqi wants what consumers think, anxious dealers are anxious, and has introduced various policies, showing that it is fully committed to the country and the user's enterprises. Under the call of the brand, the owners and dealers of the new red flag have gathered a touching force with warm actions and contributed their own modest efforts to fight the epidemic.
The more difficult the moment, the more responsibility is revealed; the more difficult and dangerous it is, the more it shows the true feelings of the world. The new red flag has lifted up the responsibility of the national brand with practical actions.
The dream linkage of new red flags, car owners and dealers
Customer-centric, never a slogan.
While actively fulfilling its social responsibilities, FAW Hongqi pays more attention to the needs of car owners. Affected by the epidemic, the service of Hongqi car owners returning to the factory for vehicle maintenance and maintenance cannot be used, faw-hongqi has launched a five-fold care and warm heart service for car owners in view of the current epidemic situation:
Free maintenance, rights and interests retention - the period of free maintenance rights and interests for customers in areas affected by the epidemic has been extended;
Quality guarantee, time extension - customers affected by the epidemic will extend the period stipulated in the quality assurance regulations accordingly;
Free rescue and full-time protection - under the premise of complying with local anti-epidemic regulations, flexibly respond to the rescue needs of customers in areas affected by the epidemic;
Free pick-up and delivery, reduced travel – responding to pick-up and delivery services for customers in areas affected by the epidemic under the premise of complying with local anti-epidemic regulations;
Full vehicle inspection, worry-free after the epidemic - After the epidemic is over, the vehicles of customers who meet the standards affected by the epidemic will be inspected free of charge.
In the automotive field, the voice of "customer-centric" has risen and fallen, and FAW Hongqi has implemented its slogans in practice, taking the actual needs of customers as the starting point to maximize the interests of customers. During the special period, FAW Hongqi further strengthened the care and active service of customers and improved customer satisfaction.
The market will not treat the brand of the user sincerely, and the customer will also be infected by the brand, which in turn will empower the enterprise. In March, the Hongqi Certified Riders Association spontaneously organized riders to participate in the fight against the epidemic, including special post riders and volunteer teams to participate in the frontline fight against the epidemic, and the Riders' Association organized donations and donations, among which the medical, fire, police system riders of the Changchun, Shanghai and Quanzhou Riders Association and 50 rider volunteers were put into the forefront of the fight against the epidemic.
Quanzhou Riders Association gathered nearly 200 riders from Fuzhou, Quanzhou, Zhangzhou, Xiamen, Putian and other places in Fujian Province, and raised nearly 30,000 yuan to donate to the Quanzhou Red Cross Society;
These Red Flag convoys and volunteers running on the streets have become a beautiful landscape of the city and a moving billboard, showing the warm side of FAW Red Flag to more people.
Under the epidemic, people's lives have almost stagnated, dealers in the front line are facing more severe tests, passenger flow has plummeted, the store link in the sales process is missing, customers cannot be converted in the short term, and order delivery is blocked, which makes dealers face great pressure.
In order to alleviate the pressure on dealers, on March 31, the new Hongqi brand launched a terminal care policy to work together with dealer partners across the country to fight the epidemic, including: optimization of performance targets in medium and high-risk areas; optimization of sales team rewards; optimization of service support rules; optimization of publicity assessment management; and optimization of sales system filing time management.
Since the outbreak of the epidemic in 2020, New Hongqi has issued relevant policy support for dealer partners, and has maintained continuity for more than two years, and adjusted in time according to the national epidemic situation, and the length, strength and scope of support are far beyond other brands of the same level.
These policies have solved the actual needs of dealers, stabilized the sales team, and helped them restore confidence and maintain morale during the epidemic. It can be expected that after the epidemic, the dealers and FAW Hongqi who have suffered with them will twist into a rope, jointly carry out sales work, and greet the arrival of a new life with full of morale.
In fact, things are moving in that direction as well. On March 31, the National Red Flag Experience Center jointly donated more than 3.4 million yuan to the Changchun Red Cross Society to help Changchun fight the epidemic, overcoming the difficulties together, and the new Hongqi brand and dealer partners have always worked together.
The pandemic is merciless, and there is love in the world. FAW Hongqi has completed the "one key and three links", realizing the dream linkage between OEMs, car owners and dealers, mutual assistance and helping others.
The new red flag, the national responsibility of the big country brand
Where there is a need, there is a new red flag.
As the Spring Festival of 2022 approaches, a heart-warming "send-off" activity is launched in the landing cities where the new red flag spreads throughout all regions of the country. Through the travel platform, Hongqi car owners around the world provide free station delivery services for 4822 people who are eager to return to their hometowns, so that these ordinary city builders can enjoy the comfort of the new Hongqi products, and feel the home and country feelings of hongqi car owners and the brand spirit of "all services to users" of hongqi.
In July 2021, in the face of heavy rains and floods in Henan, Hongqi brand cared for customers and loved their homeland. In the first time of the disaster, China FAW and various brands donated 45 million yuan to the disaster area, of which the Hongqi brand donated 15 million yuan.
At the same time, FAW Hongqi quickly launched the "Ten Cares for Heart Service" containing ten policies including rescue, testing, maintenance, re-inspection, killing, subsidies, etc., and opened an emergency rescue hotline for 19 offline Hongqi brand experience centers in Henan to fully protect the interests of customers. During the rainstorm and flood disaster, Hongqi had a total of 553 rescue service vehicles and a total of 25,184 customer visits.
Since the brand renewal, FAW Hongqi is also committed to guiding and supporting the dreams of students and escorting their dreams.
From 2018 to the end of 2020, China FAW has invested a total of 125 million yuan in education assistance funds, covering 108 state-level poverty-stricken counties in 15 provinces, building 15 "Hongqi Dream Smart Schools", opening 211 "Hongqi Dream Self-Improvement Classes", and training more than 1,700 teachers in the "Hongqi Dream Art Classroom", benefiting more than 340,000 students as a whole.
In 2021, not only will a new batch of "Hongqi Dream Wisdom Libraries" be inaugurated in primary schools in Xibaipo, Zunyi, Yan'an and other old revolutionary areas, but Also FAW will donate 16.68 million yuan of "2021 Bursaries" to the China Foundation for Poverty Alleviation, which will be used to support more than 7,000 students in poverty-alleviated areas to realize their dreams of studying and help the high-quality development of local education.
It is reported that part of the donated funds are coming from the profits from the sales of the new Hongqi brand. Not only that, in 2021, New Hongqi also announced that each S9 sold will take out 500,000 yuan, and each H9+ sold will take out 50,000 yuan to support the development of the national education cause.
In addition, China FAW and Hongqi brands have always been committed to supporting the development of mainland sports and striving to make more contributions to mainland sports.
At the Winter Olympics, which ended in March, China FAW deepened its strategic cooperation with the State General Administration of Sport, and FAW Hongqi once again promised to present hongqi H9 honor vehicles to athletes who won medals at the Beijing Winter Olympics. Previously, the first domestically produced Hongqi snowmobile developed and manufactured by China FAW United Aerospace Science and Technology was officially delivered to the Winter Transport Center, ending the long history of snowmobile equipment being monopolized by foreign brands.
From the brand to the owner, from the contribution of people to donations and donations, from education to the rejuvenation of the country to the sports power, there are many such examples, in one action after another, FAW Hongqi fully reflects the national responsibility of the big country brand.
Since starting again in 2018, in the past four years, FAW Hongqi has been renewed, improving its product matrix day by day, and its sales have continued to rise. In 2021, the Hongqi brand achieved sales of 300,000 vehicles, an increase of 50.1% year-on-year, ranking first in the growth rate of high-end brands, and creating a miracle of the automobile industry with a 63-fold increase in four years.
In 2022, the Hongqi brand has entered the first camp of high-end luxury brands in the Chinese auto market. Highlighting the heavy siege in the automotive market surrounded by strong enemies and surging waves not only relies on the innovation and evolution of New Hongqi in safety and health, as well as technology and luxury, but also provides 600,000 car owners with unique product value and brand charm that integrates into the feelings of home and country.
COVID-19, rising raw material prices, chip shortages, international conflicts... The beginning of the new year is somewhat magical, but the new Hongqi brand has established a new direction, and will be more resolute in taking brand building as the guide, user-centered, and comprehensive innovation as the main line, and playing the four major battles of "comprehensive quality improvement, supply chain security and supply assurance, large marketing innovation and energy improvement, and digital and intelligent transformation and upgrading".
There is no winter that is insurmountable, and there is no spring that does not come. After the epidemic, the new red flag ready to go will begin a new sprint.
This article was originally produced by Automotive Business Review
For reprint or content cooperation, please contact the instructions
Illegal reprints must be investigated
Scan the code to join the reader's WeChat group
Communicate about cars