【Introduction: The realization of FAW Toyota's annual production and sales of one million units will release an extremely important signal, which means that a new era of automobiles has quietly arrived. The first half, which is dominated by automobile manufacturing, has actually ended, and a second half dominated by new energy vehicles is opening. The real competition in the car is not all about technology and manufacturing, but ultimately about ideas and values. 】
Written by | Yan Guangming and edited by | Hezi
At this year's Shanghai media communication meeting of FAW Toyota's "Nian Feng Ren", there was a heated discussion on how to do a good job in communication. The central topic is around how products tell good stories. Although there are many ways to spread now, and there are no worries about ideas and means, manufacturers believe that the key is to do a good job in products and services and adhere to the concept of reliable communication. I thought it was a very tonal insistence. This year, it is another big year for FAW Toyota's products, and the goal is to produce and sell 1 million units, and the cumulative sales will exceed 10 million units. At such an important development node, what expression and voice does FAW Toyota have?
I believe this is a trend of interest to the industry and peers. Why? In this major change that the automobile has not encountered in a century, faw Toyota's attitude and expression are crucial. We see that compared with FAW-Volkswagen and SAIC-GM, although the volume of FAW Toyota is not large, but any action and voice can not be underestimated, even in today's confrontation or glue between the old and new forces of the car, under the mixture of fish and dragons, still persistently moving forward at their own pace, steady and steady, is regarded as a style of vane, as a positive force for automobile development, is a positive growth order. Looking at the industry, there are not many car companies with such determination.
Careful analysis, the reason is nothing more than the purpose of production and product value, as well as corporate philosophy. Looking at the history and development trajectory of FAW Toyota's joint venture, we can see that its products have always been in line with social needs, meet consumer demands, conform to the trend of the times, and not only win word of mouth, but also export culture. "You can't be wrong to buy FAW Toyota's car" (consumer), "You can't go wrong to follow FAW Toyota" (dealer). Such an evaluation is not deliberately disseminated, but comes from the consensus of the people. This has to cause the outside world to think, what is behind it?
From the perspective of observation, FAW Toyota is confident from the bones, because they have never lacked products; their performance is also proud, because they have advanced technology and car-making concepts; their mentality is also calm, because they have direction, goals, and perfect system support. This makes FAW Toyota very different and different from other car companies. If you compare products, concepts and value orientations, you will find that: more than 40 years of automobile joint ventures to today, including more than 20 years of struggle of independent brands, and now everyone faces the status quo of industrial transformation and the confusion, disorder and change caused by the future direction, you will see FAW Toyota In addition to its confidence in products, it also has its own direction and goal of persistence, and the vitality of continuous development.
Looking back at FAW Toyota for more than 20 years, from the car strategy to the dual engine strategy, and then from the TNGA strategy to the electric strategy, all the way, each node, clearly visible, connected into the trajectory, is the corporate image, can be described by taking small steps without stopping, that is, never vigorous, but down-to-earth, steady and steady, step by step, who dares to underestimate? It can be said that FAW Toyota is truly a model student in the field of automotive technology, comprehensive coverage of market segmentation, comprehensive penetration of service functions, and comprehensive and transparent value, which better interprets the company's philosophy and value orientation, as well as the positive significance of existence.
History tells us that China's auto industry has roughly gone through three stages: joint venture, independence and transformation. The most important of these is the joint venture stage, which can be divided into the manufacturing era of Volkswagen, the era of GM's marketing, and the era of Toyota's service. Today, it has entered the era of autonomy and intelligent interconnection, and is facing a reshuffle. In the face of such changes and changes, FAW Toyota, as one of the important representatives of the mainstream car companies in the joint venture, has never changed its production purpose and market positioning, firmly established its own direction, and taken "mass production happiness" as the product strategic purpose, which not only conforms to Toyota's concept of "well-being", but also conforms to the value orientation (people's livelihood tools) of mainstream Chinese society. In view of this, Whether FAW Toyota launched the Corolla family, or the "put" series, as well as the bZ4x pure electric vehicle, etc., it has continued the "gene" of "mass production happiness".
Some people say that this is the corporate philosophy of FAW Toyota. Therefore, its products are grounded, not squeamish; there is temperature, not proud; there is service, no loss, etc., all of which cut to the public opinion and demands, reflecting the reality of the market and the positioning of the product. Therefore, FAW Toyota products sell well, not a marketing gimmick, nor a model flicker, but rely on quality and service in exchange for word of mouth and trust. Market performance shows that after a long period of automotive product competition and brand comparison, the Toyota brand represented by FAW Toyota has actually been considered to be the most competitive brand in the succession (Volkswagen, GM). This fact is not only a capital that FAW Toyota is proud of, but also an important asset for sustainable development. So, how is this done?
At the beginning of this century, Toyota and FAW joined hands to establish a joint venture FAW Toyota, which can be described as an industry event. It shows that the world's three major auto giants have gathered in China to form a three-legged trend. In this regard, Volkswagen and GM have successively played a "quality strategy" and a "speed strategy" for the Chinese market, while Toyota has low-key and low-key "car strategy" to the outside world. As a result, the big three have revealed their respective strategic concepts and value orientations, as Detroit analysts predicted, this is the 21st century car showdown, the battlefield is in China. In this showdown, for the newly established FAW Toyota, the launch is not an eye-catching mid-to-high-end car, but an economical family car Corolla. Once launched, it was sought after, known as the representative model of the "new three" (Corolla, Hyatt, Elantra), which changed the market pattern in one fell swoop, known as the "National God Car", which has been selling well so far and has become one of the most popular car types on the major selection lists. This laid the foundation for FAW Toyota's people-friendly image.
Since then, we have seen FAW Toyota hybrid models become popular under the dual-engine strategy, which is welcomed and respected by the consumer market. Secondly, the hot sales of the RAV4 have become the benchmark model for the SUV market competition. In addition, the return of the new crown (Lu Fang and Weilfa), the double star shine (Asian dragon and Asiatic Lion), the formation of the "Put" series family, etc., have comprehensively consolidated faw Toyota's product strength and competitiveness in market segmentation, especially with the blessing of TNGA car manufacturing technology, the gold content of the product has been greatly improved, and there is no longer any controversy about becoming the leader of automobile manufacturing technology. At the beginning of this year, FAW Toyota launched the Costa hydrogen fuel van and the pure electric vehicle bZ4x. It indicates that FAW Toyota is ready to enter the era of automobile electricity and has shown its trump card.
In summary, it is not difficult to see that FAW Toyota has entered the best period of development since its inception, relative to competitors, in the upward channel, and with the "three major strategies" (TNGA strengthen product strategy, Crown brand renewal system strategy, new energy offensive strategy) to clarify the production and sales target of breaking through one million units this year, to achieve cumulative sales of more than 10 million vehicles. Obviously, this is predictable and there is no suspense. However, compared with the establishment of a joint venture at that time to set up a market share of 10% is still a long way to go, and the annual production and sales of one million units of the target with today's joint venture scale is not news, now even independent brands can do it. However, if we look at the dynamic development and changes of the entire automotive industry, the realization of FAW Toyota's annual production and sales of one million units will release an extremely important signal, which means that a new era of automobiles has quietly arrived. Why?
First of all, it announced the complete end of the pre-automobile era. In other words, product competition centered on automobile manufacturing technology has begun to shift to product competition based on cheap and high-performance technology, and has entered an era of choice for commodity consumption characterized by product spillover value. Among them, it is not difficult to see that many products have been eliminated in the competition, some old, some new, there are not many to survive, some fade out, or even disappear. In comparison, FAW Toyota's products are not only strong, but also best-selling, becoming a classic in automobile manufacturing, spanning two eras from lean production to TNGA, and have now been proven.
Second, the model student who opened the post-automobile era. Toyota, which has sold 20 million hybrid vehicles worldwide, has become the best endorsement of FAW Toyota's dual engine models, and consumption proves that it is the most mature hybrid vehicle in the market at present, which has played a positive demonstration role in promoting the formation of China's new energy vehicle market. From dual engines to plug-in hybrids to pure electricity, as well as hydrogen fuel cells, FAW Toyota's products are far more than cars, but new concepts and consumption methods.
In addition, it has the ability to leapfrog industrial transformation. Judging from FAW Toyota's existing product layout and lineup, as well as the electric vehicle models to be launched, just like the seamless switching of oil-electric hybrid technology, it is fully prepared for transformation, and it is a systematic presentation of the whole value chain. What is important is not to transform for the sake of transformation, but for consumer demands, and the competition is not only technology, but concept and value orientation.
Comments
From the above analysis, it can be seen that with the help of FAW Toyota's annual production and sales target of one million units, it can be confirmed that the first half of the automobile manufacturing has actually ended, and a second half dominated by new energy vehicles is opening. It is characterized by an understanding of the car and a new understanding. Past history and experience show that the real competition of automobiles is not all about technology and manufacturing, but ultimately about ideas and values. Looking back at FAW Toyota's "mass production happiness" and "car strategy", there is no value and enlightenment for thinking!
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