text: Original by Dongchedi Li Dezhe
[Original by Dongchedi Industry] This year is the year when SAIC Volkswagen "bottom-up". Judging from the sales volume in the first three quarters of this year, the cumulative sales of SAIC Volkswagen have exceeded 962,000 units, a year-on-year growth of 13.1%. Judging from the sales volume of brand models, products such as Volkswagen Lavida, Tiguan L, Viran, Tuang , etc. have all performed stably. At the same time, the sales of SAIC Volkswagen's new energy product ID. series reached a "new level" of 10,000 vehicles for the first time in July this year.
SAIC Volkswagen Sales Co., Ltd. and Executive Director of SAIC Volkswagen Brand Marketing Yang Siyao
Reviewing the performance in the first three quarters of this year, Yang Siyao, Secretary of the Party Committee and Executive Director of SAIC Volkswagen Brand Marketing Yang Siyao admitted that since this year, the epidemic has brought great uncertainty. Since March, when the epidemic in Shanghai is more serious, the company's production capacity has been limited, which has also caused certain fluctuations in the market share of Volkswagen brands. Starting from June, production has gradually resumed, and SAIC Volkswagen's market share has also gradually recovered. Sales are expected to maintain a growth rate of 6.5% to 7% in the fourth quarter. At the same time, he also pointed out that the absolute number of of the annual sales target is still difficult to estimate.
It is worth mentioning that in September this year, news of SAIC Volkswagen's marketing structure reform spread wildly. Yang Siyao introduced that SAIC Volkswagen’s ultimate goal is to complete the To C transformation, have more communication and interaction with consumers, listen to consumers’ opinions and improve accordingly.
SAIC Volkswagen adjusted its marketing structure this year
Previously, like other traditional car companies, SAIC Volkswagen would be responsible for sales, the marketing department would be responsible for publicity and brand maintenance, and the network department would be responsible for distribution channel management. Through this To C transformation, SAIC Volkswagen has set up a sales middle platform to merge channels and sales, and the market becomes a part of communication and customer operations, and the waiting is responsible for user satisfaction management. At the same time, based on the product line as the division basis, three front desk institutions were established. ID. series, high-end cars and mainstream cars.
Yang Siyao said that the team is mainly divided into four major sectors: research customers, research market, research products and research transactions. The KPI of the assessment team mainly focuses on "Is it close to consumers?" "Is it accurate to obtain information from the market?" "Is it strong for sales pull?" Now these teams are concentrated in daily life. Any product feedback after the launch, positioning, final pricing, medium- and long-term planning of new cars will be done by the team.
In addition, judging from the market environment in recent years, more and more automobile companies have begun to pay attention to profits rather than blindly pursuing scale. SAIC Volkswagen also made adjustments to this.
00 The new Touang X
, which was just launched at the end of September, Yang Siyao admitted that the automotive industry has large investment and fast output, so the scale must be pursued by everyone. In the full life cycle planning of a model, the most important thing is pricing and scale. Only sales can reflect whether the car has market competitiveness and whether it can gain a foothold.
For the new Touang X, which was just launched at the end of September, the Touang family has always been the flagship product of the SAIC Volkswagen Volkswagen brand. It maintains the genes of the Volkswagen brand in terms of body size and handling performance, and is also the "halo product" of the Volkswagen brand. Taking high-end models as an example, Passat has been the main sales force for many years, with sales exceeding 20,000 vehicles in September. Its positioning is to not only increase volume but also support the Volkswagen brand image.
, like Tiguan, is also the first SUV of Volkswagen brand in China, and Lavida is also the sales responsibility of SAIC Volkswagen. At the same time, it hopes to better interpret the part of Volkswagen brand's excellence in home sedan products to consumers.
In the first three quarters of this year, SAIC Volkswagen wholesale sales achieved positive year-on-year growth
Yang Siyao also emphasized that in his opinion, brand rejuvenation is not based on words, but on insisting on doing the right thing. SAIC Volkswagen's products are transforming towards younger generations, which will naturally resonate with young consumer groups. For SAIC Volkswagen, it hopes to reach young customers in the right channels, "play with" them, and gain more recognition from them.
