Visit Nagoya to uncover the secret of Toyota's becoming the world's No. 1, and Chinese car companies should learn from it

As a practitioner in the automotive circle, if you go to Japan, you must go to Toyota, because it is not only the world's largest car company in terms of production and sales, but also the most profitable car company in the world.

As the birthplace of Toyota and an important production base, Nagoya is a city that rarely appears in Japan's recommended tourist destination list, but it is an excellent place for automotive industry tourism.

Nagoya also has Toyota City, a city named after Toyota, which is home to several of Toyota's vehicle manufacturing plants and is also the mother plant of overseas factories such as GAC Toyota and FAW Toyota.

In the city of Nagoya, almost all the cars you can see are Japanese brands, and the most numerous of them are Toyota brands, and most of the models are mini cars and small cars that are rare in the Chinese market.

The story of Toyota and Nagoya may bring some inspiration to the development of some second- and third-tier car companies and second- and third-tier cities in China.

As the world's largest single market, the vast territory brings rich and complex car scenarios, Japan's economy models, North America's off-road preference, and Europe's new energy tendency, can all find similar market segments here, as if it is a microcosm of the global automotive market.

Not all car companies can become global car companies, and not all car companies should develop all categories of models.

In a specific market, giving full play to one's own advantages and making it impossible for others to easily touch it may be the thinking that the extremely involuted Chinese auto market should trigger.

Wuling has vigorously explored new markets in addition to MINI EVs and vans, such as Starlight, which has been popular all over the Internet, while Great Wall Motor, which has been focusing on SUVs for many years, has entered the MPV market and plans to regain the sedan market that has been abandoned for many years.

The new market has become one of the ways for major car companies to break through the restrictions and resolve the involution, but there is a high probability that the traffic is better than the sales, and it is more about the sense of existence.

Toyota and Honda, the two major Japanese car brands, have an absolute leading position in the Japanese market, and Toyota's position in Nagoya is untouchable.

Replicating Toyota's storyline in Nagoya to the Chinese market may not be able to replicate a global Toyota, but rebuilding a Toyota in Nagoya is a beautiful story of three benefits for the local economy, car companies and users.

Looking at the Chinese market, FAW in Northeast China, SAIC in East China, Dongfeng in Central China and GAC in South China are all pillars of the local economy, but their automotive products are far from becoming the absolute first choice for local users, and there is still a lot of room for improvement and improvement.

The open market was originally intended to allow full market competition to drive product upgrading and rapid market growth, but now it can easily become duplicate investment and overcapacity.

China's auto market is very large and rich, it seems to be able to accommodate countless independent brands and multinational brands, there are more market segments, worthy of a small number of car companies to focus on research, to create unique advantages, such as Wuling MINI EV, Great Wall tank off-road and Trumpchi MPV, etc., are the results of car companies to cultivate market segments.

While launching richer models to meet the needs of users, major car companies should achieve integrated development with the local community, take the local market as a small goal, create differentiated brand advantages, and win market competitive advantages.

For example, the Toyota we are familiar with may be global models such as the Corolla, Camry and RAV4, but in Japan, Toyota has more exclusive small cars and mini cars that have earned it global dominance.

For example, the Corolla has its own logo in Japan, and there are a wide range of models such as sedans, SUVs, hatchbacks, and SUVs, while the Camry has announced that it will not be sold in the Japanese market.

Toyota, the world's No. 1, can still launch differentiated products for various markets and become a leader in each market segment. For Chinese car companies, whether they are focusing on the market segments they are good at, or making every effort to develop overseas markets, it is particularly important to have a deep understanding of this point to avoid falling into confusion and following the crowd.

In addition to the manufacture and sale of automobiles, the car rental business in Japan is also very developed, which is one of the sources of sales and the best stage to show the corporate image and product quality.

Nagoya Station, a busy transportation hub, is full of official car rental shops from various car companies, and it is also a great advertisement for a steady stream of customers and cars in excellent condition.

Looking back at the Chinese market, new energy vehicles once made the short-term rental of cars briefly boom, but it is more like a game of fraud and financing: there is no unified brand image, the condition of the car is uneven, and even more so the poor health conditions make people not want to come back again.

The scooter and travel business launched by major car dealers are all based on the supplementary business of 4S stores, and there is still a lot of room for improvement in terms of publicity, leasing procedures, service levels and the convenience of the venue.

For car companies, a car rental business with perfect outlets and good service levels is not only convenient for users to travel, but also free advertising and marketing activities again and again.

Not everyone likes to buy a car, and when car rental is convenient enough, coupled with specific membership policies and a good car experience, it may be the best way to acquire customers, which is much more decent than asking for clues from the car vertical platform.

Finally, let's talk about the cliché, but it is also easy to deviate from the automotive service system.

As the initiator of self-operated car sales, Tesla has made online car purchase a fashionable choice, however, while car functions are technological, the whole process of car purchase and use is also easy to fall into the cold mechanization trap.

As long as there are scenarios where people participate, especially service scenarios, once fully pushed to AI artificial intelligence and unmanned, it is easy to cause bad user experience, such as AI customer service and unmanned ordering and other zero-emotional communication has caused countless public relations disasters.

Walking into an offline store, whether it is to take a look at the actual car, the on-site experience layout, or the explanation and service of the sales staff, you can more directly perceive whether a brand is trustworthy or not.

Buying a car is not a simple process of paying online and waiting for delivery, but a few years or even more than ten years of car life, whether the brand and this car company can survive the same life cycle are put aside first, but a matching service system is particularly important for the use experience of a car.

In many cases, seeing a model in person and meeting with a salesperson may be enough to make you choose the car that belongs to you.

However, in order to continue to enhance brand influence and market appeal, it is not only about products, but also about the innovation and development of the entire system, including services, aftermarket and subsidiary markets.

In the context of automobile manufacturing automation, AI artificial intelligence and automotive intelligence, we should not mistakenly believe that the role of people is weakened, but should let people occupy a more important position, which is the key to winning users at the moment when products are becoming more and more homogeneous.

The next global Toyota will inevitably appear in Chinese automobiles, which is BYD, Geely and Chery and other star car companies, before that, we need more Toyotas belonging to Nagoya, such as GAC Trumpchi and Wuling and other car companies.

If Chinese car companies have the anxiety of involution and can't get rid of it, maybe it's time to think about whether they have become different from ordinary people in the process of moving forward at full speed?

End of full text!

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.6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6); --weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .) 1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .. 6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]), body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 0, .05);--weui-ACTIVE-MASK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-REDORANGE: #ff6146;--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);-- weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .. 05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, .1);-- weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: #e6e6e6}.wx-root,body{-- weui-DIALOG-LINE-COLOR: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BG-COLOR-ACTIVE: #ececec}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BTN-ACTIVE-MASK: rgba(255, 255, 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157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6); --weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .) 1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]), body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .. 1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6); --weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .) 6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme: dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){-appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .rich_media_content img:not(.wx_img_placeholder){filter:brightness(.8)}}*{margin:0; padding:0}.rich_media_content *{max-width:100%!important; box-sizing:border-box!important;-webkit-box-sizing:border-box!important; word-wrap:break-word!important}a{color:#576b95; text-decoration:none;-webkit-tap-highlight-color:#0000;-webkit-user-drag:none}a{color:var(--weui-LINK)}a,button{cursor:pointer}@media screen and (min-width:1024px){body:not(.pages_skin_pc) :root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}}:root{--articleFontsize: 17px}:root{--sab: env(safe-area-inset-bottom)}:root{--wxBorderAvatarRatio: 3}:root{--discussPageGap: 20px}:root{--immersive-safe-bottom: env(safe-area-input-bottom)}:root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}.rich_media_content p{clear:both; min-height:1em}td p{margin:0; 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