There is no insurmountable winter, and there is no spring that cannot come!
Yes, we are all praying for an early end to this "war epidemic". However, in recent days, more than 94% of auto stocks have fallen by more than 9% on average. There is no doubt that the China auto market was forced to press the pause button.
Faced with such a dilemma, the majority of car companies actively choose to save themselves, make a fuss about products, marketing, customer and dealer care, and seek new opportunities in the crisis. Today, we interviewed the general manager of Dongfeng Citroen, the general manager of Chery Jietu Marketing Center and the general manager of Jianghuai New Energy Passenger Car Marketing Company online. Next, let's see how they found a way to survive in the predicament.
Manufacturers want the same thing from top to bottom, and they are all entangled.
Wen Wei, General Manager of Dongfeng Citroen? Ren Guang
In the face of this sudden crisis, under the unified leadership and command of Dongfeng Group and Shenlong Company, Dongfeng Citroen, which is in the front line of the epidemic, is going all out to actively support protective clothing, masks and other materials to the front line, pay close attention to the health status of employees, and work with the people of Wuhan, Hubei and the whole country to win this tough battle against epidemic prevention.
In fact, Dongfeng Citroen has indeed been affected to a certain extent. But at present, the overall operation is stable, and we will make appropriate adjustments to the marketing work in the first half of the year according to the changes in the epidemic situation.
The healthy operation of dealer network has always been the focus of our attention. Faced with the epidemic, Dongfeng Citroen actively adjusted its monthly targets, policies and business actions to ensure the operation level of dealers, and formulated detailed measures from the aspects of lowering the target threshold, increasing financial interest-free support and increasing terminal personnel safety protection subsidies. In terms of employee and customer care, marketing, sales financing, after-sales service, etc., special action guides were issued for outlets. , and made detailed planning and guidance for the local dealers to return to work; At the same time, the online training plan for interactive gathering of new media customers in outlets has been arranged in a targeted manner, making full use of this special difficult period, grasping the foundation, practicing internal strength, improving the ability, and taking various measures to help dealers strengthen their confidence and overcome difficulties.
China auto market began to decline from 20 18, which also opened a new wave of technological innovation and industrial restructuring. Specific to this epidemic, dialectically speaking, it is also an opportunity, a risk and a challenge for the auto market. For Dongfeng Citroen, at this time, we will work with dealers to grasp the foundation and practice internal strength on the premise of ensuring the health and safety of employees, and strive to seize opportunities, meet challenges and overcome difficulties as soon as possible.
Offline sales have a great impact and are getting better all year round.
Wen Wen, general manager of Chery Holding Jietu Marketing Center? plum
The epidemic situation will have a greater impact on February and March, mainly involving offline sales. However, for the whole year, the impact may not be great. In other words, the large capacity and overall improvement of China automobile market will not change, nor will the upward development momentum of China brand. As long as we unite as one, make good products and care for customers according to users' needs, there will be no problems in future development. At present, the most important thing is for Qi Xin to work together to tide over this difficulty.
Refined to the micro level, due to the impact of the epidemic on the health concept of Chinese people, self-driving travel has become a safer way of travel, which will bring a small wave of car buying climax. First of all, we should do a good job of products and enhance the product strength according to the demands of users, especially in terms of air quality and large space in the car, and the consumer demands of users may be greatly improved. Secondly, we should do the marketing that is closest to customers. The most important thing is to serve the dealers well, because only by serving the dealers well can we sink the strategy by 65,438+000% and put all the marketing measures in place, so that users can better feel the marketing strategy tailored for them.
In the online link, Jietu and several websites have done VR car watching, on-site car watching and online 4S shop, and transferred the user experience to the online through online communication. In this way, once the user needs to buy a car, we can deliver it to the door, so that the user can buy it without coming forward.
Moreover, the more at this special moment, the more attention should be paid to customer experience. According to the actual situation of the epidemic, we extended the free maintenance period for three months, and arranged for users to give away masks in areas affected by the epidemic, such as Hubei Province. And we originally insisted on many-to-one service and 24-hour free rescue. Only in this way can we bring a touching experience to users and lay the foundation for future sales.
Facing difficulties directly, only innovation can change.
Wen Wei, General Manager of Jianghuai New Energy Passenger Car Marketing Company? Wang Guangyu
Since the Spring Festival in 2020, the sudden COVID-19 epidemic has ravaged China, not only threatening people's lives and health, but also acting like a "black swan", which has had a far-reaching impact on economic operation and enterprise development, and will also bring certain challenges to the development of new energy vehicle market.
The continuation of the epidemic will lead to a decline in residents' income expectations, a slowdown or delay in car purchase, and a sharp drop in demand for renewal insurance. Moreover, in the first quarter of this year, due to the extension of holidays and other factors, the overall output of car companies will drop significantly, and the supply of cars will depend on inventory resources in the short term. At the same time, under the background of epidemic prevention and control, it is difficult for dealers to carry out offline marketing activities, which greatly improves the difficulty of collecting customers.
In the face of difficulties, we should take the initiative to change and respond positively. In the production process, the relevant departments of Jianghuai made arrangements for spare parts supply after the holiday, and made spare parts supply and inventory evaluation in advance to prepare for the resumption of production after the holiday. At the marketing level, we are innovating the marketing model. JAC official website, APP and JAC official WeChat accounts of new energy passenger cars have all started to select and book cars online, so users can pass without going out? VR Panorama can select and book cars online, and can also make an appointment for home test drive to meet users with rigid needs. It can be said that for new energy automobile enterprises, the core vitality lies in the research and development and innovation of hard core technology.
Looking into the future, we should see that after the epidemic situation stabilizes, the stagnant consumer demand will be released to a certain extent, and some people will reduce their dependence on public transport, and may buy or purchase affordable private cars in advance, especially pure electric passenger cars that are easy to drive, environmentally friendly and save money. Moreover, the strategic goal of building a well-off society in an all-round way in 2020 and the three-year action plan to win the blue sky defense war will promote economic development, thus driving the auto market to pick up in the second half of the year.
Therefore, this epidemic has both pressure and opportunities for new energy vehicle companies. But in any case, only by constantly practicing internal strength, focusing on users and innovating models can car companies constantly hone their vitality in difficulties and usher in better and faster development in the future.
Editor: Intuitively, the impact of the epidemic on China's economy has been very obvious. From the cold figures of the stock market, we can see the ruthlessness of the epidemic. For China automobile market, a big industrial chain, the "butterfly effect" caused by the epidemic is gradually emerging, which is deeply influenced by upstream supply chain, OEM production, back-end used car trading, vehicle maintenance and other links. In view of this, we welcome more car companies to share their ideas, practices and suggestions, because only the collision of views can generate a spark of hope, thus contributing to the development of China's automobile industry. We are waiting for your contribution.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.