Hu Shaohang, Party Secretary and General Manager of FAW Toyota Motor Sales Co., Ltd
As a mainstream brand trader who "doesn't talk much", although Hu Shaohang has been interviewed by the media in the past few times, in the face of the ever-changing market, FAW Toyota's coping skills are extremely numerous.
Text/"Autobot" Lu Shan
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.
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, FAW Toyota's cumulative sales in 2021 860019 vehicles, an increase of 8% year-on-year. Behind the rising results of the market, Hu Shaohang, as a trader, is indispensable.
Hu Shaohang, a senior in the automotive circle, is an "old man" of FAW rooted in FAW for more than 20 years, and is also one of the few all-round management talents in China's automotive industry who has both overall brand building capabilities and rich front-line practical experience.
He has served as the director of the marketing promotion department of the FAW-Volkswagen Audi Division, the regional director of the northern area of the FAW-Volkswagen Audi sales division, the general manager of the north sales division of the Volkswagen brand of FAW-Volkswagen Sales, the deputy general manager of the sales division of the FAW-Volkswagen Audi division, and the general manager of the public relations department of the China FAW brand.
Since taking over FAW Toyota in October 2020, he has been the general manager of FAW Toyota Motor Sales Co., Ltd. for only one and a half years. However, in the past year, he has handed over the report card for FAW Toyota, as well as the hard work and ingenuity in dealing with major difficulties such as the epidemic and "lack of core", showing extraordinary trading ability.
"At the forefront of the great changes in the automobile industry, FAW Toyota has a strong product foundation, a solid user foundation, and a marketing force, actively embracing change, accelerating transformation and upgrading, and achieving high-quality development." When looking back on the overall performance of FAW Toyota in 2021, Hu Shaohang summed it up with his usual conciseness.
As a mainstream brand trader who "doesn't talk much", although Hu Shaohang has been interviewed by the media in the past few times, in the face of the ever-changing market, FAW Toyota's coping skills are extremely numerous.
First of all, there are many new actions for products. In 2021, FAW Toyota has launched a total of new models including Asia Lion, Rongfang Dual Engine E+, Yize HEV, Crown Land Release, Lingfang and so on, and its product strength has reached an unprecedented height.
It is particularly worth mentioning that with the full production of the land release, the Crown brand has returned. FAW Toyota's brand upward strategy has also taken a decisive step.
Secondly, there are many innovative ideas in marketing. Corresponding to the product layout, it is the continuous acceleration of FAW Toyota's marketing innovation in 2021. In order to win the love of the post-95s and post-00s, FAW Toyota will focus on the transformation of digital intelligence in 2021.
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. Through the integration of private domain traffic platform contacts, FAW Toyota has achieved 18 million operating fans.
In 2021, relying only on fan referrals, Yifeng 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 for Quality.
It is worth mentioning that in the severe market environment, FAW Toyota once again won the Toyota Global Service Commendation Gold Award, and became the business entity with the most gold awards in The China of the Toyota System with the result of "7 consecutive championships".
Third, there are many ways to face difficulties. Behind the rapid growth of 8% is the victory of FAW Toyota's three major battles of "fighting the epidemic", "grabbing the core" and "stabilizing the power" throughout the year.
In the face of chip impact, FAW Toyota exhausted all channels and all methods. "Grab", "borrow", "exchange", "save" and "adjust", saving 175,000 chip resources throughout the year to ensure the maximum supply of resources.
In addition, FAW Toyota will also comprehensively promote the order forward, the rhythm forward, and the marketing forward in 2021, to achieve strong achievement, strong revenue, and strong landing, and compress the inventory to the limit of 0.3 months.
In fact, the challenge facing FAW Toyota in 2021 is not only the epidemic and the "lack of core". In 2021, Asia Dragon moved to the Chengdu factory, and the adjustment of the production line and the climbing of production capacity led to a serious capacity shortage of this main B-class car for a long time. A major model has been out of stock for a long time, which can be imagined for the impact of FAW Toyota's annual sales.
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". However, from the sudden re-outbreak of the national epidemic at the beginning of the year, faw Toyota's goal challenge has suddenly increased. From the shutdown of the Tianjin plant in January to the shutdown of the Changchun base in March, the impact of the week-long shutdown is even greater than that of 2021.
However, in the face of the impact of force majeure, the morale of Yifeng people was not frustrated, but on the contrary, it stimulated a fighting spirit of "time is not waiting for me, the mission will be achieved". FAW Toyota, which celebrates its 18th anniversary, is entering a new stage of enterprise development with the entrepreneurial spirit of "product is king, user experience as the center, and digital innovation as the support".
Compared with 2021, 2022 will still be a "big year of products" for FAW Toyota. Through a series of new models, including the bZ4X, FAW Toyota will further strengthen its SUV lineup, while filling the gap in the MPV product line and reversing the weak lineup of new energy products.
The launch of a number of redesigned models will also further consolidate the TNGA-C platform base and maintain the competitive advantage of the TNGA-K platform and the Asian Dragon market segment.
"In 2022, we will focus on the three-dimensional construction of the FAW Toyota brand. Through the renewal of the Crown brand, it has driven faw Toyota's overall brand upwards, increased product premium, helped sales, dealership revenue, customer perception and goodwill to improve, and achieved value leadership. ”
Hu Shaohang said that 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.
With the arrival of bZ4X, the Toyota bZ brand in China in 2022 has also officially entered the first year of the brand. FAW Toyota will accelerate the construction of a new energy marketing model, establish consumer awareness of the FAW Toyota pure electric brand through the organic integration of online and offline, and create a leading brand in the Toyota hybrid industry of "high performance, high safety and high value".
With the deep system capabilities and quality awareness built in 18 years, FAW Toyota has surpassed its competitors in product experience. At the same time, through customer-centric marketing innovation, the FAW Toyota brand continues to be younger. The launch of Lingfang's "Co-creation, Sharing, Empathy" mass experience plan has attracted the attention of more young consumers.
In the first quarter of this year, FAW Toyota achieved a market share that was the same as last year, and its after-sales output value increased by 4% year-on-year. This achievement is not easy for FAW Toyota, which is in a state of insufficient resources and unbalanced structure. Hu Shaohang predicts that under the general trend of resuming work and production, April-June will become a key stage of restorative operation.
At the same time, in order to cope with the recurrence of the national epidemic, FAW Toyota also quickly launched the "'Feng' to protect the spring warm peer" action. Launched an exclusive lifelong maintenance plan for medical staff to pay tribute to the "Great White".
Not long ago, the leaders of FAW Toyota and China and Japan jointly issued an open letter to the dealer group, taking "caring for dealer partners and ensuring business safety" as the starting point to provide special support to dealers.
Hu Shaohang wrote in the letter: "There is no spring that will not come. Although the difficulties are far beyond expectations, we believe that as long as all people work together to overcome the difficulties, there are more ways than difficulties! ”
"Eighteen years of hard work, the growth of FAW Toyota has always been closely linked to the development of the times. We adhere to the customer-centric, with excellent products and humanized service, to create a better and happier life for the majority of users. Facing the changes of the times, we strengthen the system, consolidate the foundation, embrace change, and lead the trend. ”
For FAW Toyota, 2022 is a crucial year for the brand to rise; for Hu Shaohang, it will also be a year to exert his diversified talents and realize greater value in life. 【Copyright Notice】This article is the original manuscript of Automan Media, and may not be reproduced without authorization.