In Foshan's Nanhai District, the 1.663 million-square-meter FAW-Volkswagen South China base project is operating efficiently, which is a microcosm of the vehicle production base in the Greater Bay Area. Firmly grasping the digital transformation of the manufacturing industry, achieving high-quality development of the manufacturing industry, and creating an automobile industry cluster with international influence are the goals of the automobile industry in the "Manufacturing Province" proposed in the "14th Five-Year Plan" manufacturing plan of Guangdong Province. As the fulcrum of FAW Group and FAW-Volkswagen Southern Strategy, FAW-Volkswagen Foshan Plant has rooted the "Volkswagen gene" in South China and become a local "leader" in the past 11 years since the foundation was laid in 2011, which not only helped Foshan enter the GDP "trillion club", but also helped Guangdong to lead the national automobile production for five consecutive years, constantly refreshing the new height of automobile manufacturing in the Greater Bay Area. In the South China market, in recent years, FAW-Volkswagen has adapted to local conditions, continuously integrated "Cantonese"-style innovation into its products, and transformed itself into a Greater Bay Area automobile brand with "new Cantonese flavor" characteristics through "digital intelligence".
"Taste" of the Greater Bay Area: Craftsmanship of "new Cantonese" products
The Greater Bay Area, represented by Guangdong, is a famous gastronomic capital and a "strategic town" of faw-Volkswagen's southern strategy. But to satisfy the "mouthy" consumers here, it is not a simple task. Judging from the market change pattern in the past decade, Guangdong's automobile industry has risen from 8% in 12 years to 15% in 2022, with a strong performance. In the face of the South China market, which is "a place where soldiers must compete", FAW-Volkswagen has made a lot of hard work to integrate into the local market and "intensive farming". For example, the "South China Customized Version" models are the embodiment of the sincerity of FAW-Volkswagen to consumers in South China.
In the launch of the South China customized version of the model, FAW-Volkswagen accurately identified the needs of South China users in the early stage, conducted in-depth research, and deeply catered to the diversified car demands of users in South China with the configuration of "good user experience and high preference"; and then combined according to different customized solutions to match the customized models of different car series; finally, the strong production system of FAW-Volkswagen South China Base has a high production flexibility required to quickly and flexibly respond to the market demands in South China. It provides strong support for the landing of customized models. Rather than saying that the customized version of the model has enhanced the competitiveness of FAW-Volkswagen in the South China market, it is more that FAW-Volkswagen has successfully turned itself into an authentic "Cantonese chef" through the customization of "localization" characteristic models.
This "localization" is also reflected in marketing. "In the past year, starting from the product level, we have established the official riders association of south China ID.CLUB to strengthen the stickiness with the owners; at the same time, from the human level of South China, combined with local educational resources such as the MBA of Zhongdaling Academy, to strengthen the influence of both sides and play a positive impact." The relevant person in charge of FAW-Volkswagen South China said that under the guidance of the company's southern strategy, FAW-Volkswagen has been deeply rooted in Guangdong in South China for more than a decade, bringing advanced production bases and continuous innovative technologies to consumers in the Greater Bay Area. In terms of finding out the preferences of local consumers, through digital marketing transformation, support the lean transformation of sales, such as making the ID. series a digital "test field", and actively creating products and marketing activities suitable for the tastes of consumers in South China.
At present, guangzhou-shenzhen and other first-tier cities have vigorously supported the new energy industry from policies and funds, so that Guangdong and even the whole of South China are at the forefront of the country in the field of new energy. FAW-Volkswagen also realized that it needs to make breakthroughs in both new energy and fuel vehicles in order to maintain its lead. Last year, FAW-Volkswagen seized the opportunity to launch two pure electric models, ID.4 CROZZ and ID.6 CROZZ, which opened the first year of FAW-Volkswagen electrification, which was deeply loved by consumers in South China; at the same time, the new Sagitar and the new Bora in 22 years are also being renewed, and the rich product line adapts to the different needs of regional users, and also helps brands seize the minds of regional consumers.
If you work patiently, you will reap the rewards. A series of innovative integration actions in line with the tastes of consumers in South China not only allowed FAW-Volkswagen to unlock the "new Cantonese flavor", but also radiated the Greater Bay Area through "flavor seeking" Guangdong, and then made FAW-Volkswagen achieve good results in the South China market. It is reported that FAW-Volkswagen South China Division covers six provinces (regions) of Guangdong, Guangxi, Hainan, Jiangxi, Fujian and Hunan, which accounts for about 25% of the total sales volume of China's passenger car market; of which Guangdong is the largest market, accounting for nearly 50% of sales in South China.
"Intelligent manufacturing" digitalization: South China base radiates the whole country
On the two final assembly lines of faw-Volkswagen's South China base, new models such as the NEW ID.4 CROZZ, T-ROC Tange and the eighth-generation new Digital Golf are orderly rolled off the line every day. It is reported that the current South China base produces a total of 8 models and supplies them to all parts of the country. Here, it is not only the first "MEB Smart Factory" with the highest degree of digitalization and intelligence among the five production bases of FAW-Volkswagen, but also the "Green Industrial Building" Samsung Certified Factory awarded by the China Green Building Commission in the domestic automotive industry, and all MEB models are produced using renewable energy. FAW-Volkswagen South China Base is at a leading level in the country in terms of both innovative digital "intelligent manufacturing" development and green environmental protection. In the face of the "intelligent" manufacturing trend of accelerating the transformation of automobiles to the new four modernizations, FAW-Volkswagen has transformed into a "smart Volkswagen". The South China base is not only the only "smart factory" outside of Germany, but also shoulders an important mission - it is the implementation of the "digital revolution" in the FAW-Volkswagen "2025 Strategy" and the "vanguard" of the FAW-Volkswagen new energy layout.
In the manufacturing dimension, the "localization" of FAW-Volkswagen's grounding gas is reflected in all aspects of production "intelligent manufacturing". Faw-Volkswagen South China Base in Foshan has been rooted in Guangdong for 11 years, and now about 52% of the staff are from Guangdong, the employment age of personnel is younger, 23% under 25 years old, 40% of 26-30 years old, and the education is higher, all of which are above the college. After 11 years of development, FAW-Volkswagen South China Base has greatly stimulated the local automotive industry chain, helping to form a modern automotive industry chain cluster with nearly 10 vehicle manufacturers and more than 150 enterprises above the scale of automobile and parts manufacturing. In the Greater Bay Area market, where the Japanese are entrenched and traditional car companies and new car-making forces are competing to take root, FAW-Volkswagen has created a strategic "bridgehead" through "intelligent manufacturing" by virtue of the world's leading smart factory project in South China, becoming an important leader in driving the upstream and downstream of the industrial chain, helping Foshan's 100-billion-level automobile industry chain, and playing an important role in The trillion-dollar industrial cluster of Guangdong's automobile manufacturing industry, not only based on the Greater Bay Area, but also radiating the whole country.
In the face of various severe challenges in the supply chain this year, "FAW-Volkswagen has actively responded through various initiatives, especially through digital means, accurately grasped the needs of consumers and ensured the efficient operation of the supply chain; at the product and market level, further consolidated the 'value price strategy' and comprehensively enhanced the competitiveness of products", Guo Yongfeng, deputy general manager (business) of FAW-Volkswagen and general manager of the sales company, previously stressed that advanced digital system guarantee and excellent product and marketing capabilities. It is the key to achieving stable progress in the enterprise.
Write at the end
11 years of localization and refining, deducing the Xeon "dragon head responsibility"
In 2021, FAW-Volkswagen ushered in its 30th birthday, and also successfully entered the first year of electrification, "full power" departure. In the face of drastic changes in consumer demand, FAW-Volkswagen is also carrying out digital transformation with users as the center, seeking to achieve market breakthroughs in the sales of new energy vehicles, personalized needs and brand upwards. In the 11 years of "localization" of the South China market, FAW-Volkswagen has become an important "leader" in the automobile manufacturing industry in the Greater Bay Area through the development of high-quality "intelligent manufacturing" and the foothold of the local market, helping guangdong's manufacturing industry to plan the "14th Five-Year Plan".
Entering 2022, the market situation is changeable and complex, and the Chinese and even global automotive markets are facing unprecedented challenges. "FAW-Volkswagen will take this as an opportunity to implement the southern strategy, dare to overcome difficulties, be good at reform and innovation, 'intensive cultivation and in-depth thinking', and turn the current challenges into opportunities for transformation and upgrading." Zhang Bo, the relevant person in charge of FAW-Volkswagen South China, said. According to reports, FAW-Volkswagen South China will continue to implement the headquarters "3·6·1" marketing strategy this year and comprehensively deepen high-quality marketing. At the same time, in 2022, we will gradually complete the transformation of "digital intelligence" in the South China market, helping FAW-Volkswagen to "keep" and "create" and repair, and go steady and far..
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