Text: Understand the car express Donglei
Compared with many dealer groups, Tianjin Jietongda Automobile Investment Group Co., Ltd. (hereinafter referred to as "Jietongda"), which was founded in 2001 and just turned 20 this year, seems to be somewhat "young". However, it is particularly valuable to be able to achieve a comprehensive business growth against the trend in 2020 under the influence of the epidemic.
According to the data, in 2020, Jietongda sold more than 67,000 cars, an increase of 15.6% year-on-year. In contrast, national passenger car sales in 2020 fell by 6% year-on-year.
Wei Wei, deputy general manager of Tianjin Jietongda Automobile Investment Group Co., Ltd
Obviously, behind this rise and fall, there is a sales code of Jietongda. In the words of Wei Wei, deputy general manager of Jietongda, "We just did what we should do." ”
<h1 class="pgc-h-arrow-right" > a counter-trend growth of The Gateway</h1>
Wei Wei summarized the reasons for Jietongda's "contrarian growth" into two parts: external and internal factors. Among them, the external factor is mainly a series of automobile consumption incentive policies issued by the state and Tianjin last year, while the internal factor is the group's marketing and management measures based on changes in market environment and consumer demand.
At present, Jietongda currently represents nearly 20 brands, covering luxury brands to Volkswagen brands, from joint ventures to independence, from traditional car companies to new car manufacturers. The differences in the target groups of different brands pose challenges to personalized precision marketing.
Jietongda Tianjin Huataitong 4S store
Marketing needs to adapt to local conditions and constantly innovate. Therefore, in Wei Wei's view, giving the initiative to the store and providing support from the system and management levels is an effective way. "From the group level, we mainly do two aspects, through the training and assessment system to enhance the ability of sales consultants, as well as the development of clear normative standards and performance mechanisms to mobilize the enthusiasm of personnel." Wei Wei said.
It is worth mentioning that almost all of Jietongda's executives are automotive or automation graduates, which makes the group's management style more rigorous and pragmatic and quantifiable. Reflected in the training of the store, Jietongda emphasizes the "basic skills" of front-line sales personnel who have a deep understanding of products and technologies.
Jietongda won the honorary title of "Meritorious Dealer Group" of FAW-Volkswagen in 2020
As a result, some customers who come to buy a car will find that the same is to go to the 4S store to see a certain model, and the sales staff in the Jietongda store know more about the product and are more professional, which invisibly wins the trust of customers. At the same time, this solid basic skill can provide "nutrients" for personalized marketing innovation.
This difference is especially evident when the market turns cold. In 2020, due to its outstanding sales performance, Jietongda's 4S stores won nearly 30 commendation awards from various brands, among which faw-hongqi Tianjin Huiyu 4S store held a test drive tasting meeting of "Flag Leading new national tide, building a new era of dreams", which became an excellent marketing case of FAW-Hongqi in 2020.
<h1 class="pgc-h-arrow-right" > the path from passive to active digitalization</h1>
Digital capabilities are becoming an indispensable new infrastructure in this era. The sudden outbreak of the epidemic has shifted the decision-making process of more people from offline to online, further accelerating the process of digital marketing.
Jietongda's Huataitong FAW-Volkswagen 4S store Douyin account
Jietongda's live marketing attempt stems from a chance experience when Wei Wei was on a business trip in late 2019. On the plane, Wei Wei saw a news report that during the "Double 11" period that year, live broadcasting became one of the most effective forms of sales, creating a 100 billion incremental market. Just after returning from a business trip, he put forward the idea of live broadcasting within the group, which also became the beginning of Jietongda live broadcasting.
At first, many stores did not understand, thinking that live broadcasting is difficult to bring practical benefits, but occupies manpower and time. However, Jietongda still put forward a hard requirement for each store to start broadcasting. As more users begin to pay attention to live broadcasts, participate in interactions, and even actually go to the store to find "anchors" to buy cars, everyone's attitude towards live broadcasting has changed from passive acceptance to active embrace, and the frequency and effect of live broadcasting have also increased significantly. In February this year, Jietongda's 4S stores have accumulated nearly 1500 live broadcasts, an average of more than 50 per day, and live broadcasting has become a normalized sales method of Jietongda and plays an increasingly important role.
Nowadays, live broadcasting has become a normalized sales form of Jietongda
For such achievements, Wei Wei, who led the team to learn live broadcast experience for a year, was not satisfied. "Peers in the industry who have developed live broadcast business well have a clear division of labor and a clear idea. Compared with them, we still have a long distance, and now we can only say that our idea of doing live broadcasting is probably clear. "Wei Wei told this writer that on the day of the interview, the official account of Jietongda Group also carried out the first live broadcast." We hope that in the future, live broadcasting will not only be a means to drive sales, but also a platform for the group's brand image building. ”
Live streaming is a microcosm of digital marketing, but for a group of dealers like Jettonda, the changes that digitalization can bring about does not stop there. In July 2020, the SAP project of Jietongda was fully promoted and launched, and 92 business entities under the Group have been connected to the system, covering 90% of the company's business scenarios. Building an integrated data middle platform based on the group's basic data and business data can bring resource integration and data access, and better empower the business of the whole group.
<h1 class= "pgc-h-arrow-right" > down-to-earth look up at the stars</h1>
The circulation industry is undergoing continuous changes, standing at a new starting point, how does Jietongda look forward to the future? Wei Wei's answer was still very simple--each performed his duties and did what he had to do. Taking the hotly discussed dispute between 4S stores and direct sales models in the industry, Wei Wei does not deny the advantages of the direct sales model, but he also believes that different manufacturers will choose a more suitable model according to their own development stage. "I'm not sure if Tesla reaches the development stage and market scale of Volkswagen and Toyota, it will choose different sales models, but from our point of view, it is important to do a good job of what we should do, and the manufacturers will do their part to help the brand maintain customers and provide better services." He said.
GAC BJEV Tianjin Jietongda 25 hours experience center
The 20-year-old Jietongda has developed into a group enterprise integrating automobile sales, after-sales service, second-hand car, car rental, finance and insurance, with revenue of nearly 11 billion yuan, serving more than 450,000 customers. In the face of the chaos and noise of the outside world, do what you should do well, perhaps this is the excellence of Jietongda - both refuse to be impetuous and do not miss the opportunity.
Jietongda Tianjin Huataitong 4S store customer rest area
Nine years ago, Jietongda chose to open up the Yunnan market, and now has built more than 40 stores in Yunnan; in the face of the wave of new energy vehicles and the upward momentum of independent brands, Jietongda's brands such as Hongqi, Lynk & Co, GAC New Energy, and Zero Run have contributed important sales increments to the Group. Looking forward to the future, Jietongda is meeting the more diversified car needs of users through business expansion, and gradually building a "car consumption life ecosystem" that provides users with full-cycle vehicle services...
< h1 class="pgc-h-arrow-right" > concluding remarks</h1>
Walking out of Wei Wei's office, the first floor is the Jietong Dahuataitong FAW-Volkswagen 4S store. This is also faw-Volkswagen's 4S flagship store in Tianjin with the largest area, the most complete facilities and the highest standards.
In the exhibition hall, the sales consultant is introducing the 2021 Sagitar to several young people who came to see the car. In the other corner of the hall, a live broadcast is underway. Such a scene happens here every day, and this may be the sales code of Jietongda.