Car Bar - Industry
A new crown pneumonia swept the country, bringing a difficult start to 2020, and many initiatives of car companies, adding warmth to the "war epidemic" work.
Now, the outbreak of the epidemic has been nearly a month, in addition to the serious areas of the epidemic, most of the car companies have opened the resumption of work. February 13 China Association of Automobile Manufacturers (CAAM) data show that the rate of resumption of work of the car companies has been 32.2%, the resumption of work at the same time there are still a number of car companies in different forms of support, to participate in the "war on the epidemic battle! "
From the data of car enterprises, the resumption rate has been 32.2%.
From the initial donations of money and goods and dealers to reduce the burden, to the enterprise to switch to the production of masks, executives personally live with goods, etc., these anti-conventional operation, not only shows the wisdom of the car companies and bear the responsibility for the future transformation of the automotive industry to open up the road.
"What the people need, Wuling will build"
February 13, masks on the box of a sentence touching the hearts of the people, so that SAIC-GM Wuling dominated the headlines of many media.
Currently, the shortage of masks has become the primary concern of the nation's government and enterprises and the public in general. Data from the Ministry of Industry and Information Technology show that China has obtained a mask production license for 353 enterprises ***, with an average daily maximum production capacity of more than 20 million. But by the impact of the epidemic, many enterprises can not resume work, capacity recovery rate of less than 80%.
In the face of the current situation of "a cover is hard to find", SAIC-GM-Wuling took the lead in making changes.
A week ago, SAIC-GM-Wuling's Baojun Automobile declared that, with the support of the Guangxi Zhuang Autonomous Region government and the Liuzhou municipal government, it will unite with the upstream supplier, Guangxi DeFuTe Group, to produce masks by transforming the production line.
According to the plan, the dust-free workshop **** set up 14 mask production lines, including 4 N95 mask production lines and 8 general medical protective mask production lines, with the daily production capacity expected to reach more than 1.7 million, which will be able to quickly alleviate the shortage of medical supplies in the Guangxi Zhuang Autonomous Region, and provide strong support for the prevention and control of the epidemic.
The self-produced mask project took less than three days, and the first batch of 200,000 masks was produced. This refreshing countless "God car" sales miracle of the car company, the continuation of the "Wuling speed" at the same time, but also deepen the importance of the industry and outside.
In addition to SAIC-GM-Wuling, BYD and GAC Group have also joined the team to switch to the production of masks.
Which, BYD is expected to realize mass production shipments on?February 17, targeting the end of February, the mask production capacity to reach 5 million per day, disinfectant production capacity to reach 50,000 bottles per day, and will continue production until the elimination of the epidemic.
The Guangzhou Automobile Group, on the other hand, has made 30 to 50 sets of mask production equipment by cooperating with suppliers, some of which are used for Guangzhou Automobile's own production and some of which are given to other state-owned enterprises in Guangzhou for mask production.
These car companies, which switched to emergency production during the epidemic, not only took on social responsibility, but also showed the outside world the solid foundation of their production line construction and the advanced management of their quality process system, and helped deepen consumers' deeper understanding of their models.
Fathead Yu: "Take the car owner as a lover"
Valentine's Day on Feb. 14 this year is a little less lively than in previous years, but for automotive marketing, it may be breaking open a new wind gap.
As the first car manufacturer, the first live with goods car executives, SAIC Passenger Vehicle Deputy General Manager Yu Jingmin guest major platforms live, the trend of marketing "godfather", is being created as a new netroots with goods, and take this opportunity to open a new marketing model.
With the rise of e-commerce platforms, online car purchases have not been able to achieve the desired results due to consumers' vigilance towards large items compared to lifestyle and small household items.
Yu Jingmin, who has always been a self-proclaimed "Fathead Yu" in the live broadcast, attracted a lot of attention from dealers and consumers in his less than two-hour debut broadcast, and the potential energy behind it lies not only in the rough measurement of the conversion rate of purchases, but also in the cultivation of brand stickiness and awareness among consumers.
From the content structure of this live broadcast, the first point is not the direct sales of "Li Jiaqi's live broadcast", but to promote the two APPs of SAIC Rongwei and SAIC MG, and guide the audience to download and register, and then exchange points for prizes, so as to deepen the consumer's understanding of the brand.
Because "Fathead Yu" is the first time he has appeared on the air, he has replaced the straightforward direct sales model with a gradual marketing rhythm, and will extend the warranty period to March 31st for all models that have a warranty expiration date between January 1st and February 29th, a series of consumer-friendly behaviors that will undoubtedly help to improve the relationship with the audience. The audience's distance.
In addition, in the live broadcast, he used his love of soccer to link the strong system power of SAIC Group, through the sponsorship of Rongwei's Chinese Super League team, Shanghai SIPG, and MG's sponsorship of the English Premier League team, Liverpool, to explain to the audience the different attributes and product lines of the two brands. The two brands' different attributes and product lines are explained to the audience.
Not only that, he is good at playing the emotional card, he also frequently burst the golden sentence, "Valentine's Day, the car owner as a lover"; as well as in front of the camera to the audience to reveal the daily life of the car company's executives, etc., and he revealed that the "live broadcasting marketing will be continued", He also revealed that "live marketing will continue" and that "netizen designer Shao Jingfeng will also join the live broadcast", which confirms the importance SAIC Passenger Cars attaches to live marketing.
It's worth mentioning that in this epidemic, the quality of air inside the car has attracted the attention of car companies. However, two years ago, SAIC Rongwei and SAIC MG had already developed a three-stage progressive health protection system with high-efficiency car air conditioning filters and negative ion generators, with a comprehensive filtering and sterilization effect of 99%, realizing the "N99 level" of in-vehicle air quality, and realizing full coverage of its mainstream models.
Till now, SAIC and its subsidiaries have donated 22 million dollars in cash and medical supplies. As the head of China's auto industry, SAIC's social commitment will once again become an industry sample for other car companies to learn from, and its innovative marketing capabilities will also open up new ways of thinking for the marketing of car companies under the epidemic.
The initiative to reduce the burden, again postponed
From a commercial point of view, to give the dealer pressure can actually share the pressure of the car company's own sales, and the factory start time is also closely related to the terminal delivery of the car, but BMW is in the opposite direction.
China's luxury car market in 2019 was won by BMW Group. Compared with the conspicuous sales figures, BMW's influence as a luxury brand sales champion is more reflected in its attitude towards China.
"People-oriented, safety first" is always at the top of BMW's official promotional materials. For BMW, this concept has long been practiced in dealers, internal staff and other dimensions.
On February 7, an emergency online video conference was held for all employees, with the Chinese management team talking directly to more than 6,000 employees online; on the same day, BMW China's management made a video call to nearly 600 dealers in Beijing, advocating that they should continue to give priority to the fight against the epidemic and requesting them to do a good job of protecting themselves and their families.
Previously, BMW Brilliance planned to resume production on Feb. 9, but recently Car Bar Matters was informed by BMW Brilliance officials that it will continue to postpone its resumption plan to ensure employee safety, and plans to resume car production on Feb. 17th.
On the contrary, Mercedes-Benz, a luxury carmaker that made 702,000 units in China in 2019, has had a rather ugly time with the epidemic.
On Feb. 6, Beijing Benz issued an announcement requesting Tianjin Wuqing District to let 19 auto parts suppliers start work early, claiming that Beijing Benz has only one day of safety stock left, and if it can't return to work on Feb. 10, it will have a loss of as much as 400 million yuan per day, which will directly bring huge losses to the economic development of Beijing-Tianjin-Hebei province.
But the Beijing Benz announcement involves the city of Tianjin, where the epidemic is far more serious than BMW Brilliance's Liaoning province, where it is located. data from the National Health Commission on Feb. 14 showed 120 confirmed cases of new coronary pneumonia in Tianjin, compared with 117 cases in the whole of Liaoning province, with only 28 cases in Shenyang, where the BMW Brilliance plant is located. In the commercial profit-making and employee care at the level of balance, Beijing Benz chose the profit-seeking, earned money but lost the hearts of the people.
While all walks of life have been complaining about this, Daimler officials have confirmed that Beijing Mercedes-Benz has resumed production at the Daimler annual report meeting held in Stuttgart, Germany, on the 11th of this month, and that its production capacity will return to normal in the future.
From the "Xi'an Benz incident" to the "broken axle recall", and then insisted on resuming production despite the seriousness of the epidemic, even though Beijing Benz relies on the brand's aura of a large number of fans on the product side, its paranoid profit-seeking behavior is not in line with the current severe epidemic. The company's products have a large number of fans, but its paranoid behavior is not compatible with the current severe epidemic.
Returning to BMW, the official said on January 12 that it had made an additional donation of 25 million yuan, which, together with the donation of 5 million yuan made on January 26, means that the BMW Group has already made a total of 30 million yuan in donations.
In the control of dealers, BMW launched the "BMW Dealer Palm Office" application software, and for the hygiene and epidemic prevention of dealers' showrooms to formulate 10 categories of measures, covering from showroom ventilation to washroom cleaning and disinfection and garbage disposal, etc.; and Jaguar Land Rover, a luxury brand, launched a three-pronged approach to consumer protection. Jaguar Land Rover, also a luxury brand, has introduced a three-pronged guarantee for consumers to ensure the triple safety of consumers' visit to the store, car purchase and maintenance.
In addition, in order to ensure the healthy operation of dealers, Jaguar Land Rover, FAW Toyota, Changan Ford, Dongfeng Nissan and other companies have announced the launch of a variety of support strategies for dealers, such as not setting performance targets and relaxing the assessment.
Epidemic at the head of the car companies, these "not business" anti-normal operation, indeed contrary to conventional business ideas, but let all walks of life to see the car companies as the pearl of the manufacturing industry should play.
At this time, "not doing their jobs" car companies and buried in the backbone of the front-line car people, the two composed of wartime CP, in a special period of time to convey the temperature of China's automobile industry.
This article originated from the author of the automobile home car, does not represent the views of the automobile home position.