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In this spring when the epidemic suddenly rebounded, many post-80s and post-90s finally turned into "hoarding parties". The boss of an e-commerce platform even proposed the "7 days - 14 days - 30 days" hoarding safety node, which has a sentence that is particularly impressive: "If you have hoarded goods for a month, it means that you have a strong bottom-line thinking ability." ”
After 12 days of "working from home", I fully realized the importance of "bottom-line thinking ability" and the ability to exercise a strong "self-protection" mechanism and resistance to risks when dealing with uncertain crises.
As the saying goes, "Only by thinking of danger in times of peace can we go steady and far." The same goes for businesses. Only if your moat is wide enough, the ability to resist risk will be stronger. In layman's terms, enterprises should also "hoard goods", which includes a stronger product lineup, more combat effective channel capabilities, more flexible market strategies and so on.
As Igor Ansoff, the father of strategic management, once pointed out, the essence of business strategy is composed of four factors: existing products, future products, existing markets and future markets. That is to say, in extreme cases, enterprises must not only guarantee the supply chain, but also expand the business line as much as possible to strengthen the core competitiveness of the enterprise. In the analysis of the company's business, the principle of diversification and matching products and markets should also be promoted.
Until now, the "Ansoff Matrix" is still used by many companies.
The frequency of FAW Toyota's product launch in the past two years is fully in line with the strategic thinking of the "Ansof Matrix". At the beginning of this year, the "Corolla Sharp Release" was unveiled to meet the expectations of consumers for Toyota's 150,000 compact family SUVs, and thus formed a strong Corolla family, seamlessly covering the entire compact passenger car market.
It can be seen that in order to complete the planning blueprint of "secondary entrepreneurship" as soon as possible and step into the 10 million-level car enterprise club, FAW Toyota is taking action to practice its commitment to "mass production happiness" for users.
Corolla Sharpens, continuing the classic legend
With 55 years of history, 12 generations of model replacement, more than 50 million users worldwide, and penetration of more than 150 countries and regions around the world, Corolla's position as the king in the family car market has always been obvious to all. In response to different markets and different eras, Corolla can not only always maintain the "soul" of family cars, but also change different forms under different market needs, and lead the trend with innovative and bold technologies and market strategies.
So the Corolla is not a car, but a family. Corolla Wagon, Corolla Trek, Corolla CROSS, GR Corolla and more, as long as you want, Corolla can satisfy all your fantasies about a car. But in the past, Corolla's myth has played more on the international stage, largely due to the "conservative" attitude of Toyota's product strategy in China.
Since entering China in 2004, Corolla has gained the recognition of 4.5 million Chinese consumers in 18 years, and has achieved sales of more than 330,000 last year, but more people still have the impression of "Corolla" as a "reliable and durable" family car.
Since the signature "Corolla Ruifang" means that it not only inherits the pragmatic spirit of the Corolla family, but also integrates the all-round strength of the "Carola Family".
The leapfrog space is obvious. Corolla Rebbe has body sizes of 4460mm, 1825mm and 1620mm, wheelbase of 2640mm, and is an overall larger than The Ize, positioning itself in a compact SUV. The large size not only brings more pleasing head space, but also reaches 438L of storage space. The high-end door frame design and the high rear door opening height fully take into account the convenience of getting on and off the bus and placing the child seat when using the family car.
In terms of safety, Corolla never disappoints, and So does Corolla.
This is not only because it is built based on the TNGA architecture, which has a maximum of 9 SRS airbags, ultra-high rigidity, and lightweight body structure, but also because it is equipped with a new generation of Toyota Safety Sense (Toyota Collision Avoidance Assistance Kit), which integrates PCS pre-collision safety system, DRCC dynamic radar cruise control system, LTA lane tracking assistance system, and AHB automatic adjustment high beam system.
The Thai COROLLA CROSS, which debuted in July 2020, received a five-star praise with a score of 88.61 in the ASEAN NCAP crash test, and now the active and passive safety is both pronged and adds another layer of insurance in "absolute safety".
At the same time, Corolla Respin also created a series of high-tech configurations, such as PVM panoramic monitoring system, voice recognition system, Toyota Zhixing interconnection system and so on.
Of course, for users who will choose Corolla Ruifang, they obviously care more about fuel economy and driving performance than more advanced intelligent configurations.
Corolla Sharp Amplifier is equipped with the power combination of the 2.0L Dynamic Force Engine engine and the Direct Shift-CVT transmission of the same Asian Dragon, the maximum power of the engine is 126kW, the maximum torque is 205N·m, the performance performance is completely leap-level performance compared to the Corolla, and the fuel consumption announced by the Ministry of Industry and Information Technology is only 5.9L/100km under comprehensive working conditions.
It can be said that the Corolla Sharp is placed in FAW Toyota, which is not only the inheritance of the classic, but also the amplification of the advantages.
FAW Toyota, continued "mass production happiness"
After the corolla Reifang joined, the Corolla family not only successfully laid out the two major family car markets of compact cars and compact SUVs, but also provided 1.2T, 1.5L, 2.0L and various power forms of oil-electric hybrid and plug-in hybrid, whether it is a young person who has just graduated from college, or a young family who is about to have a baby; whether it is a third- or fourth-tier city, or a limited-license first-tier city, you can find the most suitable family car in the Corolla family.
It can be said that Corolla Ruifang is a declaration of challenge launched by FAW Toyota to the entire family car market. From the growth of the Corolla family, we can see the adjustment of toyota's business strategy in the Chinese market.
Frequent and intensive product launches and replacements are the most obvious changes. After all, Toyota's product launch rhythm has always been extremely restrained in the joint venture brand camp. But since last year, Toyota has not only developed exclusive models such as Asiatic Lion for the Chinese market, introduced the sienna into domestic production, but also carried out subversive innovations for models such as the Corolla.
Among them, FAW Toyota also announced in 2021 that it will take the strengthening of its product lineup and meeting consumer needs as the focus of its development based on products, and actively implement the "three major strategies" (TNGA strengthening strategy, Crown brand renewal strategy, and new energy strategy). The comprehensive theme is to "quickly introduce a variety of new products and continuously develop market segments".
So last year, we can see the Asiatic Lion, Rongfang Dual Engine E+, Crown Land Release, Yize Double Engine, Ling Fang and many other models taking turns to appear.
This year's FAW Toyota will be more "hard", the models that have been listed are the Corolla Sharp Release, the mid-term redesign of the Asian Dragon, the first domestic hydrogen kinetic energy model faw Toyota Costa Hydrogen Engine serving the Beijing Winter Olympics, and then see Toyota's first pure electric SUV bZ4X and so on.
Behind the implementation of new products is faw Toyota's determination to achieve annual sales of one million vehicles. However, it is undeniable that the problems brought about by the post-epidemic era, such as supply cuts, production suspensions, and declining consumer demand, will inevitably also affect FAW Toyota. After all, FAW Toyota's production bases in Changchun and Tianjin have been suspended due to epidemic control.
However, it is gratifying that FAW Toyota is not in danger, and in response to the epidemic prevention policy in a timely manner, it has adjusted its marketing service strategy in response to the epidemic prevention policy and overcome difficulties with dealers across the country.
For example, in order to improve user satisfaction, FAW Toyota has transformed its automotive services from traditional "passive response" to "active care" by operating customer institutional mechanisms (General Manager CS-Day: Listen to Customer Voice Improvement Activities, etc.); for example, in order to meet the online consumption habits of users in the mobile Internet era, FAW Toyota has improved management and decision-making efficiency through digital technology, focusing on private domain traffic operation and customer ecological construction, and launching sales, services, Internet of Vehicles, charging, travel, etc. The super APP with six functions of the community brings users an efficient and convenient experience that covers the whole life cycle.
In the end, FAW Toyota achieved a market share that was the same as last year in the first quarter, and the after-sales output value even increased by 4% year-on-year.
In mid-April, Hu Shaohang, party secretary and general manager of FAW Toyota Sales, also sent an open letter to FAW Toyota dealer group. The letter not only expressed gratitude, condolences and care to the dealer group, but also introduced a number of effective support policies.
For example, financial support is provided to medium- and high-risk dealerships. It is understood that there are about 247 dealer stores involved, and FAW Toyota promised to give up to 25,000 yuan of financial support per store to reduce the pressure on dealers.
For example, provide dealers with multi-faceted marketing advice to help stores operate normally. These include the implementation of marketing actions such as contactless showroom reception and door-to-door delivery, strengthening online means such as live broadcasting to follow up to meet customer service needs; strengthening training on store products and services, and continuously improving the business capabilities of staff.
For another example, FAW Toyota will adjust or reduce the assessment and evaluation of dealerships according to the epidemic situation, and fundamentally care for and support the operation and service work of dealers.
At the same time, FAW Toyota has also launched an exclusive lifelong maintenance plan for medical staff to buy a car, in order to pay tribute to the national medical workers who are fighting in the frontline of the fight against the epidemic. From cash support to assessment reductions and exemptions, to exclusive courtesies to medical staff, FAW Toyota has proved its determination and perseverance to help dealers overcome difficulties with practical actions, and has also fully fulfilled FAW Toyota's brand mission of "mass production happiness" for users.
epilogue
As the global champion in single model sales, Corolla's position in the hearts of Chinese consumers and even global consumers is unshakable. With 56 years of history and word of mouth from more than 50 million users, the Corolla is no longer just a single model, it is more like a Toyota-quality totem.
Whether it is corolla, corolla dual engine, corolla GR Sport, or corolla replay, they are global god cars that can meet the needs of most consumers, and the fuel saving and durability that old users care about are still unchanged, and new users can also see its sports, intelligence, and all-round changes.
Meeting the needs of consumers in different market segments is the reason for the continuous growth of the Corolla family, and it is also one of the ways for FAW Toyota to "mass-produce happiness" for users.
The more critical the time, the more we can see the pattern of the enterprise, and FAW Toyota, which works with dealers to overcome difficulties, fully demonstrates the confidence and confidence of mature enterprises in responding to changes in the situation. Such a FAW Toyota, why worry about not being able to achieve the goal of "annual sales of millions of vehicles, tens of millions of users"?