Affected by many factors, in the first half of this year, the sales growth rate of the domestic passenger car market narrowed to less than 5%, and market competition further intensified. Nevertheless, most luxury brands and independent brands have achieved high growth, continuing to squeeze the market space of joint venture brands. Based on this, the position of some mainstream joint venture brands in the passenger car sales rankings has gradually been replaced by independent brands.
However, even so, there is still no shortage of "dark horses" appearing.
From January to June, FAW Mazda’s terminal sales reached 58,743, exceeding the half-year target, and 47% of the annual sales target. Such performance is quite eye-catching under the current market conditions. The value marketing strategy that FAW Mazda has been adhering to before has finally obtained the best proof-going upstream.
In an exclusive interview, Guo Deqiang, executive deputy general manager of FAW Mazda, said that the fundamental reason for FAW Mazda's ability to achieve this performance in the current market environment lies in its adherence to value marketing. It is also the persistence of FAW Mazda, which has achieved staged results of "running against the current". The key to persisting in value marketing lies in not changing the original intention and treating each other with sincerity. FAW Mazda's insistence on "honesty" is more concentrated in two aspects: returning to the essence and building trust with honesty.
"One Horse Road"
The overall situation of the domestic auto market in the first half of the year has continued into the second half of the year. In July, the passenger car market sales fell by 5.3% year-on-year, the largest decline in a decade. This made the sales of many domestic joint venture brands sluggish, and even hit the half-year target.
In this way, FAW Mazda, which exceeded its half-year goal, stood out. Not only did the sales in the first half of the year ranked among the top five joint venture brands, the two main products, CX-4 and Atez, also continued to maintain a leading position in their respective market segments. Although various competing products have been listed to seize the market, in the first half of the year, the sales share of CX-4 in the market segment still increased by 0.1%, and Atez increased by 0.3%.
"In addition to sales performance, the most important thing we are proud of is the customer's word of mouth. At the same time, through several years of building word of mouth and stabilizing terminal prices, the value retention rate of the two main products has been continuously improved. According to the 2018 China Automobile Value-holding Rate Report, Atez’s three-year value-retaining rate ranks third in mid-to-high-end vehicles, surpassing many joint venture brands and luxury brands in mid- and high-end vehicles. This fully demonstrates that FAW Mazda has built through value marketing. Strong competitiveness." Guo Deqiang said.
Public information shows that in the first half of this year, FAW Mazda ranked third in the website quality ranking, and the double-star product word-of-mouth ranking ranked first; the sales satisfaction SSI ranked seventh in the industry, and the customer satisfaction CSI increased by 10. Ranked fourteenth in the industry.
The product value is well recognized, which also laid a solid foundation for FAW Mazda's system stability. In the first half of the year, 90% of FAW-Mazda’s dealers were profitable and the channels were stable; and the virtuous circle also led to the continuous improvement of FAW-Mazda’s employee satisfaction, and the stability of employees also ensured the level of service.
Guo Deqiang believes that through two or three years of hard work, he has found the "One Horse Road" suitable for the current stage of development. "Follow the path of sophisticated development, to be a brand of appropriate scale, full of personality and presence, and to occupy a place in the blossoming Chinese market. This is also a summary of our successful experience that we have been exploring in recent years."
For the small-scale FAW Mazda, under the background of the current enterprises generally seeking scale and speed, but the overall market growth rate is slowing down and competition is intensifying, only by identifying the correct positioning can it find a way of survival that suits its own characteristics. After persisting in value marketing for several years, FAW Mazda has finally stepped into the "One-Mazda Road" track. Based on its unique brand genes and unique products, it has gained a group of people who have deep resonance with FAW Mazda's brand concept. customer group.
"The ideal state of FAW Mazda is that the scale is appropriate, but to shine, it is to make all participants in the system profitable, so that all employees can have a sense of belonging and pride, so we take a lean development path. It is the appropriate growth of the scale of the company, and the'defense' is that the overall strength of the company must be in line with the strength of the volume." Guo Deqiang said frankly, "If the development of the company is compared to a football game, FAW Mazda has won the 1-0 lead in the first half. "
Deepen the landing
According to FAW Mazda's strategic plan, this year is a crucial year for the acceleration and deepening of value marketing. In the first half of the year, FAW Mazda realized the upgrade of value marketing from stage 1.0 to stage 2.0. Value Marketing During the 1.0 period, FAW Mazda was committed to enhancing the value of its products, such as the launch of CX-4 and Artez technology limited edition models, and the delivery of the MX5; during the 2.0 period, FAW Mazda expanded its value marketing to cover products, Service, brand value, IPization of secret exploration activities, creation of 520 zebra crossing, etc.
In addition, in order to further accelerate and deepen the implementation of value marketing, FAW Mazda also put forward the concept of "customer journey" in the Chinese automobile industry for the first time, and will promote it to dealers in the future. According to Guo Deqiang, the concept of "customer journey" is to focus on the contact points and pain points between customers and manufacturers, from the time the customer selects the car to the change of hands, and conduct research based on the pain points during the customer's use during the entire vehicle life cycle. In order to improve the goal, carry out the improvement and upgrading of the whole system.
From value marketing 1.0 to 2.0, to now continue to deepen value marketing 2.0, FAW Mazda has been strengthening service value enhancement and providing derivative value derived from service. Nowadays, the main consumer group of automobiles is continuously tilting towards the post-90s and even post-95s. The needs of these young people are changing with each passing day. Companies must pay attention to and grasp this change at any time to quickly meet the ever-changing needs of customers in the shortest possible time.
To this end, at this Chengdu Auto Show, FAW Mazda’s "CX-4 Blue Sky Grade Upgrade" was officially launched, adding the “black technology†of automotive intelligence that many emerging consumer groups love to meet users’ tastes such as vehicle configuration and functions. With the ever-increasing level of demand, the product will be upgraded and the value will be further enhanced.
The "Quality Life Improvement Plan" initiated by the FAW Mazda industry began in August to provide car buyers with Xiaomi smart technology premium products and safe travel plans that meet the needs of high-quality life, allowing the perfect integration of car life and technology quality life , Which also improves the derivative value.
The close coordination and upgrade of products and services not only promoted further enhancement of brand value, but also laid a solid foundation for FAW Mazda to continue to outperform the market in the second half of the year.
Guo Deqiang said that FAW Mazda has always been committed to the value enhancement of the entire system, among which the dual value enhancement of products and services are the two most important points in the user experience process. The car is not a single consumer experience. Whether it is a product or a service, the user experience process is long-term and continuous. This is also the main difference between the value marketing approach advocated by FAW Mazda and most other brands. In the process of value marketing, innovation and upgrading are all derived from customers' feedback on products and services, and they are targeted to meet the ever-changing needs of customers. Make the service more refined and stronger, and continue to provide and manage the value of the entire life cycle of the vehicle. This is the survival of FAW Mazda, which is the core of value marketing. Allowing users to experience the high value of the entire life cycle of a car is the winning secret of FAW Mazda's insistence on being a lean enterprise.
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