Author? |? Wang Hui? Lu Mengyi
"Happy Valentine's Day!" "666 buy it!" "SAIC Rongwei go one!" ...... pop-ups dominate the screen, gifts constantly, nearly 500,000 people at the same time online interaction points, this is February 14, SAIC Rongwei, MG video live room.
The anchor sitting in front of the camera is called "Fathead Yu", not a fashion blogger, not a netizen, he is the deputy general manager of SAIC Passenger Vehicle Company, Yu Jingmin.
This is Yu's first time as an anchor, and he has subverted the seriousness of previous SOE executives by taking the communication path and user communication from offline to online.
To put it in a larger context, this should also be a first for a car company executive.
Under the influence of the epidemic, not only SAIC Rongwei, MG, many traditional car companies have done online marketing, in addition to live broadcasts and short videos, circle of friends, WeChat group, QQ group, and so on, almost all the Internet and circle-based marketing model, are used.
"After the end of this live broadcast, our live broadcast is still to do, please pay attention to us, @ us." Yu Jingmin said during the live broadcast.
After the delay in the resumption of work stipulated by various local governments, on Feb. 10, Feb. 14, and Feb. 18 ...... at different points in time, car companies around the world and enterprises upstream and downstream of the industry chain resumed work and production one after another. Online sales, is an important part of it.
It is a desperate move, but also a new revelation under the epidemic. "On the optimistic side, the epidemic has contributed to the industry as a whole thinking more proactively about how to improve the consumer experience." So says an analysis of the impact of the epidemic published by Deloitte.
Resumption of work and production under strict precautionary measures
At 7 a.m. on Feb. 18, all the staff assembled at the morning meeting place in the assembly workshop of Chang'an Automobile's Yubei plant, with a 2-meter interval between people.
After a strict epidemic prevention training for all staff, and the setting up of "heavy gates" such as personnel inspection, transportation, and environmental disinfection, the welding, stamping, painting, and assembly workshops of the plant resumed operation.
Extraordinary period of the whole line back to work, the production area and personnel of the full range of protection is essential, the production workshop of the car company, there will be a gathering of people epidemic prevention and control risks?
This test of corporate responsibility and core strength.
Strict epidemic prevention and control programs and epidemic prevention and control guidelines in the factory woven into a tight epidemic prevention network, employees in the factory activities, to go through layers of "pass":
Factory entrance, epidemic prevention passes and employee cards must be checked, masks must be worn, the temperature must be measured; the production site, the whole staff safety and epidemic prevention training must be passed. Equipment must be inspected, hidden safety hazards must be eliminated; staff cafeteria, "college entrance exam-style" meals, divided into time segments, staggered and sit, open the front and back of the left and right spacing, dining quickly after the retreat; factory, cafeteria, meeting rooms and other places, must be more than two times a day to disinfect the treatment, leaving no dead ends ... ... ...
At the Yubei plant, equipment intelligence also picks up the slack in epidemic prevention and control.
In the welding workshop, auto parts are automatically transferred on the production line, unmanned logistics trolleys are interspersed with routes on the ground, hundreds of manipulators are dancing in the vast space, and mechanical shaft motors are "bared" constantly.
In this highly automated and intelligent factory, you can hardly see more than three workers at the same time. The use of robots has increased the automation rate of the factory to more than 90%, and the smart factory management platform collects 50 million pieces of manufacturing data every day, ensuring real-time online monitoring and early warning of equipment operation and quality information.
Changan Automobile's mode of resumption of work epitomizes the auto industry. A reporter from the Financial State Weekly investigated and learned that at present, many enterprises, such as Great Wall, Geely, JAC and Dongfeng Nissan, have resumed work and production in such a tight control and intelligent production.
On February 13, China Association of Automobile Manufacturers (CAAM) held a conference to disclose that, at present, in addition to the areas where the epidemic is serious, the automobile enterprises in other areas are trying their best to resume work and production, and strive to minimize the impact.
Make cars, also make masks
Resumption of work, make cars?
Not really.
"What do the people need? Wuling builds what they need," is the slogan on the box of protective masks produced by SAIC-GM-Wuling Automobile.
At the Liuzhou plant, the production line that originally produced the interiors of SAIC-GM-Wuling cars has been transformed into a production line for 14 masks, of which four are N95 mask production lines and 10 are general medical protective mask production lines, with a daily production capacity expected to reach more than 1.7 million units.
Shortage of protective clothing, masks and other anti-epidemic materials, is a car companies and suppliers urgently need to solve the problem, a number of companies started overseas procurement, or to find the location of the branch to help coordinate, but "distant water can not quench the thirst of the near," so the production line of the car was transformed to produce masks.
From the reporter's understanding of the situation, including SAIC-GM-Wuling, BYD, Guangzhou Automobile, etc., are embarking on the design and manufacture of protective materials production equipment, the main supply object is in the first line of the epidemic prevention and control areas, the remaining part of their own and some of the more urgent situation of the supply of enterprises.
Separate lines like mountains, although not specialized in this line, but surprisingly, the car companies to produce masks, research and development and production efficiency is not really low.
"3 days out of the drawings, 7 days out of the equipment, 10 days out of the product!" BYD Auto Sales Co. general manager Zhao Changjiang said on Weibo. Time is tight, the task is heavy, the transition from automobile manufacturing to produce masks, car companies scrambling for technical research.
To undertake the BYD mask project is BYD Electronics Ninth Division, with its own plant and medical device system certification, plans to achieve the end of February masks 5 million / day, disinfectant liquid 50,000 bottles / day capacity.
GAC, on the other hand, took 14 days to complete the production of masks:
On February 7, GAC Components Technology Center sent engineers to Dongguan to study the technology related to mask equipment and production process research;
9th, the first mask production line prototype manufacturing;
10th, assembling and debugging out the first production equipment for protective masks;
On the 20th, five production lines were installed and mass production began.
"The entire industrial chain of the automobile industry, including the production of upstream parts and components, downstream services is very large, we need to *** with efforts to achieve normal production, as a state-owned enterprise really should be more responsible." Guangzhou Automobile Group Chairman Zeng Qinghong said.
Selling cars temporarily are online
Epidemic prevention and control, as well as logistics and transportation and other restrictions under the car companies, these production initiatives, naturally, are very policy, the challenge still exists, from the large-scale normal operation, but also still need some time.
A car company source said, "The production line needs parts and components configuration will not be all in place in the short term, and workers can not immediately return to work."
This is true on the production side, but on the sales side, the uncertainty brought about by the epidemic requires even more caution. Yu Jingmin involved in online sales, basically become a regular mode of car companies during the resumption of work:
Ola launched a "six cities dialect fancy narration" creative cloud car purchase mode, Geely launched online group purchase activities, Azure, Weimar and other new car-making forces is the online marketing to the end, not only in the tmall, jingdong, jittering tone and other The platform for online live broadcast, but also launched a VR car, online car selection, door-to-door test drive and some other new services.
A person in charge of Weimar told the Financial State Week reporter that Weimar has a number of uninterrupted live broadcasts throughout the day, and at the same time launched the "Weimar Direct Purchase" model, which is a one-stop shopping for cars on the official website, and the rest of the steps can be accomplished online, except for the necessary offline car pickup and test drive.
Not only do we sell cars, but some of the previously planned offline new car launches have also been temporarily moved online.
Changan Automobile's UNI-T, which is scheduled to make its debut at the Geneva Motor Show in March this year, was originally going to invite the domestic media to the scene to witness the whole process, but now, it's been changed to a simultaneous live broadcast on domestic online.
Ford's vice president of public relations in China, Huo Jing, even wrote in a circle of friends, "After this new crown pneumonia epidemic, we are not to realize that spending so much money to engage in an offline conference is really not necessary? The online launch is even more effective when done properly?"
However, Pan Hailin, executive director of the Digital Economy Research Institute at the Zhongnan University of Economics and Law, does not agree with exactly this point of view, in his view, there are still many pain points for car companies to carry out online mode.
"The consumer habits of online car purchase mode need a certain cultivation process. In addition, the sense of experience and all aspects of the current technology can provide is still in its infancy. Although saving customer resources will help, but if you provide door-to-door test drive service, the corresponding business costs will rise." Pan and Lin said.
Dealers are also in the same boat
In addition to the efforts of the car companies themselves, car dealers, too, need to support each other and **** through difficult times.
China Automobile Dealers Association survey data show that as of 16:00 on February 14, the Association monitoring and research of 65 auto dealer groups *** counting 4,222 4S stores, the integrated resumption rate of only 8.55%.
This situation will have a considerable impact on auto sales. The association expects that if work can be fully resumed at the end of February, the annual auto market decline is forecast to be 16.5 percent; if the full resumption of work is delayed until the end of March, the annual auto sales decline is expected to widen to 29.7 percent.
Even if work resumes, with society as a whole minimizing the movement of people until the end of the epidemic, dealership traffic and sales will be sluggish for a long time, and if any dealerships go down during that time, the impact on OEMs and upstream suppliers will be long-term.
Lips are dying, and car companies are certainly not letting that happen.
From the outbreak to date, there are vehicle manufacturers to launch support policies for dealers and end users, there are manufacturers to break the current "wall", dealers and users in Hubei region to launch support measures, opened a "rescue also save themselves! "The anti-epidemic action.
In many initiatives, for dealers, the most direct and most effective method, may still cancel the assessment, accelerate the rebate payment, discount interest-free, extend the repayment period.
Dongfen Nissan to dealers decompression initiatives
"and dealers hand in hand with the war 'epidemic' **** in and out of the dealers to give dealers zero assessment policy support, exempted from the monthly batch sales and retail assessment. At the same time, financial support is also given to extend the repayment period." Changan Auchan relevant person in charge told reporters.
Beginning in January, this list of car companies and brands that have canceled their appraisals has become longer and longer: FAW-Volkswagen, SAIC-Volkswagen, Volkswagen Imports, Link, Great Wall, Changan, GAC Honda, Beijing Hyundai, SAIC Passenger Vehicles, Jaguar Land Rover, Volvo, BMW, Audi, GAC Passenger Vehicles, Dongfeng Yueda Kia, BAIC Changhe, BYD and Haima... ...
Even if there is no clear proposal to cancel the February assessment of the part of the manufacturer, also put forward the "lower February sales target, the February business policy to maximize the untying of the relaxation of the requirements of the assessment," "to provide rebate subsidies, interest rate reductions and other financial financial support" and other policy directions. The company's policy direction is to provide subsidized rebates, subsidized interest rates and other financial and financial support.
Winter is coming, spring will be far away
The epidemic, under the wave of resumption of work by car companies, has also brought the automotive industry to survive and develop new thinking.
The start of 2020 is full of challenges for the auto market. At the production level, it still takes time for the supply chain to return to normal production; at the marketing level, many car companies are adjusting or canceling their production and operation plans.
But from a medium- to long-term perspective, many industry insiders remain confident about the future. "Looking to the long-term and macro level, the difficulties are temporary." Fu Bingfeng, executive vice president and secretary general of the China Association of Automobile Manufacturers, said.
Cui Dongshu, secretary-general of the National Passenger Vehicle Market Information Association, believes that because of the restrictions on public transportation and online car travel, coupled with the increasingly obvious demand for residents to improve the quality of travel, the demand for private car travel will become stronger, after the epidemic, car companies or ushered in a small peak in sales.
Gradually warming up the background, the new market situation and demand, but also the automotive industry has new requirements for high-quality development, the entire automotive industry, "Matthew effect" will become more and more obvious.
Automotive analyst Cao He believes that this year was originally an important year of structural adjustment, some car companies could not continue, the impact of the epidemic will accelerate the process.
The same is true in the automotive supply chain. Fu Yuwu, honorary chairman of the Chinese Society of Automotive Engineering, said, "We count 100,000 parts and components enterprises, of which about 80,000 are low-level duplication of construction, and a large part of these are to be eliminated."
Under the crisis, it is also a turnaround opportunity to speed up industrial upgrading.
A Beijing Hyundai people told reporters that despite the current epidemic and the car market stock competition pressure of the double test, but in the long run, the epidemic infestation, but also on the technical competitiveness of the enterprise, management system strength of an in-depth test, will promote the enterprise faster to complete the product innovation, marketing model, and other aspects of the change.
The aforementioned Weimar car people believe that for car companies, the next need to do a good job of fine-tuning the operation, service users, and manage the company's fundamentals, which is also the most responsible attitude towards employees, users, suppliers and other areas.
"Confidence is more important than gold, I believe that under the combined efforts of all parties, we will be able to tide over this epidemic smoothly." Dongfeng Nissan said that after the "winter", those automobile enterprises that have been refined will eventually usher in the blossoming of spring.
This article comes from the author of the automobile home car family, does not represent the views of the automobile home position.