Great Wall Motor's main service brand has achieved initial success

With the development of China’s auto market, more and more auto companies are shifting from talking about products, talking about sales, talking about business strategies, talking about services, and talking about sales models. In August of this year, Great Wall Motor launched a systematic project of "decision winning terminal" marketing revolution. Great Wall has adjusted the core strategy of marketing and identified two core strategies, namely, “Market Leading” and “Customer Satisfaction,” and it is expected that it will achieve an important breakthrough by December 1, 2012.

Wang Fengying, president of Great Wall Motors, stated that Great Wall Motors has extended its marketing battlefield to the service in the two-season finale promotion campaign that has been promoted and has achieved initial success. Great Wall Motors is advancing its decisive terminal project to further enhance terminal service.

When talking about marketing innovation and innovation, Wei Jianjun, chairman of Great Wall Motors, said that as the market situation becomes increasingly severe, the competition between car manufacturers is also extending from the product sales to the full service chain of marketing services. Dare to expose problems, make customers truly satisfied, and quickly compensate for the shortcomings of terminal management and services, is imminent. "As a car manufacturer, we must be international in product quality and service so that we can have a better competitive advantage than foreign brands."

Zhang Zhiyong, an automotive marketing expert, stated that obtaining a terminal's competitive advantage is not only a short-cut for enterprises in the fierce market competition, but also brings considerable profits to vehicle manufacturers faster than long-term projects such as R&D systems. At the same time, it also increased the premium ability of automobile brands, and also improved customer satisfaction, and gradually became the consensus of forward-looking independent brand car companies.

"Determined winning terminal" has achieved initial success

She said that in the second quarter of the Great Wall's decisive victory terminal, the company focused on customer satisfaction and started with the three paths of “organizing personnel, service facilities, and sales service process”. In 100 days, 14 projects were implemented. For example, "Key sales and service process moments" are focused on improving customer satisfaction with key projects, visualizing and replicating standards through instructional videos, and supervising the implementation of terminal specifications; importing "double quick guarantees" to improve maintenance efficiency and reduce customer waiting; The core of service efficiency and service quality is to promote the construction of sales service information and apply CRM and DMS systems to provide data support for sales service operations and management.

Wang Fengying stated that Great Wall Motors focused on the highlights and problems found during the implementation of the projects in the “Qualifier Terminator Season 2” and focused on solving the short board problem to further promote the overall service level of the terminal and improve customer satisfaction. .

Wang Fengying told a reporter from the China Economic Times that the winning terminal will continue to expand the scope of project implementation and build smart terminals and technology terminals based on the two strategic core goals of "market leadership and customer satisfaction." The first is to apply new technologies and new media to terminals to exceed the expectations of customers and create the characteristics of the Great Wall. Second is to match specific policy support, set up comprehensive benchmarking, award-winning terminal star awards, excellent case awards, and encourage terminal independent innovation. The terminal forms spontaneous innovation and enhancement capabilities. In addition, supervision and supervision will be intensified to urge the terminal to improve and maintain its long-term effect.

Wei Jianjun said that through the promotion of the “decision-winning terminal” in the previous two quarters, Great Wall Motor will pay more attention to operating in good faith in the third quarter and increase penalties. He said that Great Wall hopes to establish a shared and win-win value relationship with each of its affiliates, to impress each and every upstream and downstream customer with sincerity, and strive to satisfy every customer.

Pathfinder marketing main battlefield extending to service

When talking about the role of marketing reform and innovation, Wei Jianjun said: "The realization of the brand's premium ability, on the one hand, will increase the product's quality and technological content to bring about a premium, but the value of marketing and after-sales service may be higher than The product itself is bigger, and the Great Wall has no reason not to pay attention to it and do it well."

Wang Fengying told reporters that through continuous deepening of the deciding termination project, Great Wall Motor’s customer satisfaction and customer reputation are constantly improving. Market sales have achieved good results. In the past October, Great Wall Motor sold a total of 57,746 vehicles, which was a year-on-year increase of 37% and an increase of 3.2% from the previous quarter. Haval sold 29,698 vehicles, which was a year-on-year increase of 127%; car sales were 16,857 units, down 13% year-on-year; pickups sold 11,191 vehicles, up 16.3% year-on-year; and exports were 7,390, up 7% year-on-year. From January to October, 493,000 units were sold, a year-on-year increase of 29%; Haval Group sold 220,000 units, an increase of 84% year-on-year; and the sales of sedan cars reached 161,000 units, which was basically the same; the number of pickups sold was 111,000 units, an increase of 10.0% year-on-year. 7%; exports 81,000, an increase of 23%. In the entire automotive industry, it is steadily occupying the top ten. It ranks among the top brands in its own brand, and its brand influence continues to increase.

Regarding the development plan for the next few years, Wei Jianjun said: “Great Wall Motor’s development for more than 20 years has not come by easily. This is not only the hard work of the Great Wall people for many years, but also the result of joint efforts of many dealers and service providers. In the current better market In the sales situation, Great Wall Motors must constantly reflect on itself, treat the future more rigorously, review the gaps in depth, and see gaps. Only in this way can we surpass foreign brands and achieve the goal of becoming the best Chinese auto brand.”

He pointed out that the brand road has a long way to go, and I believe that the Great Wall is currently winning the initiative. In the future, I believe that the Great Wall will win more after-sales services, and will create a competitive brand in the automotive aftermarket. We must go beyond joint venture brands and must face challenges and pursue innovation.

Zhang Zhiyong believes that the Chinese auto market has already survived the era of relying on low cost, although in recent years, the progress of independent brand products is obvious to all, but the increase in market share has not gone hand in hand, which is still largely related to service quality. related. In the market, none of the major automakers, such as Hyundai Motor and Volkswagen, are not paying attention to the aftermarket services. The high-quality experience not only keeps the car brand's impression in the minds of consumers, but also increases the premium ability of car brands, and also enhances customer satisfaction. It is also gradually becoming the consensus of forward-looking auto brands. He pointed out that the extension of the main battlefield of marketing to the service will not only effectively improve the economic efficiency of the company, but also the overall competitiveness of the market will be further improved.

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