In 20 19, when the domestic automobile market suffered a continuous cold winter, the cumulative sales of FAW Toyota increased against the trend, achieving 738,000 vehicles, outperforming the market by 1 1 percentage point, and its market share rose to 3.5%.
Tian Qingjiu, general manager of FAW Toyota Motor Sales Co., Ltd.? Announce the sales target for 2020
In the new year, FAW Toyota once again put forward stricter requirements for itself, raising the annual sales target to 770,000 vehicles, and taking this as a new starting point, continuing to advance to the annual sales target of one million vehicles. At the same time, FAW-Toyota will also introduce more TNGA models such as Takizawa E-engine.
Excellent results, thanks to the comprehensive TNGA of products.
Last year, FAW Toyota launched a brand-new small SUV Izawa IZOA, a brand-new luxury MPV Wilfa and a brand-new flagship car Asia Dragon. Its star models, Corolla and RAV4, have been replaced.
In terms of sales volume, the cumulative annual sales volume of Corolla and RAV4 Housing Finance are 357,798 and 65,438+025,977 respectively, which are among the top in their respective market segments. However, since their listing, Asian Dragon and IZOA have achieved sales of 62,329 vehicles and 52,989 vehicles respectively, and their sales are in an active climbing stage.
Compared with the improvement of data, FAW Toyota actually pays more attention to the overall improvement of product strength and brand influence. Last year, FAW Toyota took the principle of "structure is king" to comprehensively produce TNGA products. Thanks to the advantages of TNGA architecture, the comprehensive strength of FAW Toyota products has been greatly improved, and the brand has been highly recognized by more consumers.
In terms of marketing, FAW-Toyota has brought 85% profit to FAW-Toyota dealers, which is much higher than the industry average of 43%, relying on highly competitive products, customer-centered marketing ideas and solid terminal price. The profit level of dealers has reached a new high since 20 12, and it has been a win-win situation for two consecutive years. It is understood that the inventory coefficient of FAW Toyota 20 19 is only 0.7, far below the industry standard.
Product is the core, and six strategies promote the brand upward.
It is the understanding of the whole industry that the environment will remain severe in 2020. 2020 is the year of the Olympic Games, and FAW-Toyota released its specific strategy for 2020, including brand, products, channels, regions, customers and business support.
Tian Qingjiu, general manager of FAW-Toyota Automobile Sales Co., Ltd. said that FAW-Toyota took the brand slogan of "True to the Extreme" as the traction, promoted the brand upward, and constantly pursued the change from customer satisfaction to customer pleasure. Just like China women's volleyball team, it is not only a household name, but also a compliment.
In terms of products, it is like men's gymnastics. If you want to win, you must have 3-4 absolute advantages and no weaknesses. FAW Toyota will launch the brand's first pure electric vehicle-Yize E engine this year. Based on IZOA, this model is driven by 150kW permanent magnet synchronous motor with a cruising range of 400km.
Last year, the three models of TNGA Architecture Star, Asian Dragon, Xinrongfang and New Corolla continued to win, and improved or special editions were launched one after another; At the same time, for Yize, VIOS family and new energy vehicle Corolla dual-engine E+, we will continue to strengthen our products and constantly enhance our competitiveness. What we need to do is to expect what surprises FAW Toyota will give us.
Offense is the best defense. If FAW Toyota wants to grow against the trend in the "cold winter" market environment and reach the annual sales volume of 6.5438+0 million vehicles, it must take the initiative to highlight the tight encirclement, seize the initiative, and make substantial changes in the channels. Just like medley, four strokes compete in combination, giving consideration to strength and beauty. This year, FAW-Toyota will comprehensively improve its channel capacity and give users a better car purchase and car use experience through the combination of four measures: strengthening the network, expanding the network, the US network and the intelligent network.
In terms of regional strategy, all regions of FAW Toyota should firmly attack and make differentiated articles. Just like football, physical confrontation is fierce, orderly attack and defense are emphasized, and every inch of land is contested. This requires brands to flexibly mobilize resources in various regions, and at the same time, firmly promote the strategy of "abundant fire and hundred cities", base themselves on the long-term, lay a solid foundation, and enhance their share through the improvement of their capabilities.
If you want to conform to the market, you must be solid step by step like a triple jump, and you can get good results. Under the wave of the new four modernizations, FAW Toyota guides and supports dealers to change from the traditional three-way profit model of new car, after-sales and value chain to the four-way drive model of new car, after-sales and value chain, and at the same time actively explores new profit models, testing water travel services, business leasing and other car life scene businesses.
For customers, FAW Toyota has always carried out all business work around "customer satisfaction first", just like archery, sharpening its concentration and hitting the bull's-eye. In addition, FAW Toyota also extends the user car experience to online and offline. From the perspective of brand, the quality purchase and service experience created by FAW Toyota for customers is being recognized and transmitted by more and more consumers.
This time, we can find that under the rapid development, FAW Toyota has very mature plans and arrangements for 2020. With the listing of more products in the future, the sales volume of FAW Toyota in China will reach a record high in 2020, and the sales volume of one million will be just around the corner.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.