"Happy Valentine's Day!" "Buy 666!" "SAIC Roewe takes one!" ..... barrage, gifts, nearly 500,000 people online interactive praise at the same time, this is February 14, SAIC Roewe, MG live room.
The anchor sitting in front of the camera is called "Fat Fish", not a fashion blogger or an online celebrity. He is Yu Jingmin, deputy general manager of SAIC Bus Company.
This is the first time that Yu Jingmin has been an anchor, subverting the serious impression of senior executives of state-owned enterprises in the past, and making the communication path and user communication online from offline.
To put it bluntly, this should also be the first time for auto executives.
Under the influence of the epidemic, not only SAIC Roewe and MG, but also many traditional car companies have started online marketing. In addition to live broadcasts and short videos, friends circle, WeChat group, QQ group, etc. Almost all marketing models based on the internet and circles have been used.
"After this live broadcast, our live broadcast will continue. Please pay attention to us, @ us. " Yu Jingmin said in the live broadcast.
After the local government delayed the resumption of work, local car companies and upstream and downstream enterprises in the industrial chain resumed work at different time points in February 10, February 14, February 18 ... Online sales is an important part of it.
This is a helpless move, but it is also a new revelation under the epidemic. "On the optimistic side, the epidemic has prompted the whole industry to think more actively about how to improve the consumer experience." That's what Deloitte's epidemic impact analysis report says.
Strictly prevent the resumption of work and production.
At 7: 00 a.m. on February 18, in the assembly workshop of Changan Automobile Yubei Factory, all employees gathered at the morning meeting place, and the distance between people was 2 meters.
The welding, stamping, painting and assembly workshops of this factory resumed operation after strict epidemic prevention training for all employees and setting up "heavy checkpoints" such as personnel inspection, transportation and environmental disinfection.
It is very important to protect the production area and personnel in all directions when the whole line resumes work in an emergency. Will there be the risk of epidemic prevention and control in the production workshop of automobile enterprises?
This tests the sense of responsibility and core strength of enterprises.
Strict epidemic prevention and control plan and epidemic prevention guide have woven a strict epidemic prevention net in the factory, and employees have to go through layers of "checkpoints" when walking around the factory:
At the gate of the factory, you must check the epidemic prevention pass and employee card, you must wear a mask, and your body temperature must be measured; At the production site, all employees must pass the safety and epidemic prevention training, the equipment must be inspected, and the potential safety hazards must be eliminated; Staff canteen, "college entrance examination-style" dining, time-sharing and segmentation, sitting in the wrong position, opening the front, rear, left and right spacing, and leaving quickly after eating; Factories, canteens, conference rooms and other places must be disinfected twice a day, leaving no dead ends. ...
In the factory in northern Henan, smart devices have also provoked the beam of epidemic prevention and control.
In the welding workshop, auto parts are automatically transported on the production line, unmanned logistics trolleys crisscross according to the lines delineated on the ground, hundreds of manipulators dance in the vast space, and the mechanical shaft motor keeps hissing.
In this highly automated and intelligent factory, it is difficult for you to see more than three workers at the same time. With the application of robots, the automation rate of the factory has increased to more than 90%, and the intelligent factory management platform collects 50 million pieces of manufacturing data every day, which ensures the real-time online monitoring and early warning of equipment operation and quality information.
Changan Automobile's mode of returning to work is the epitome of the automobile industry. A survey by the reporter of Caijing National Weekly found that at present, many enterprises such as Great Wall, Geely, Jianghuai and Dongfeng Nissan have resumed their work in such strict prevention and control and intelligent production.
On February 13, China Automobile Industry Association held a press conference to disclose that at present, automobile enterprises in other regions are making every effort to resume work and production, with the aim of minimizing the impact.
Making cars and masks.
After returning to work, do you build cars?
Not exactly.
"What do people need? What does Wuling make? "This is the slogan on the protective mask box produced by SAIC-GM-Wuling Automobile.
In Liuzhou factory, the original interior production line of SAIC-GM-Wuling automobile has become 14 mask production lines, including 4 N95 mask production lines and 10 general medical protective masks. It is estimated that the daily production capacity will reach 1.7 million or more.
The shortage of protective clothing, masks and other epidemic prevention materials is an urgent problem for car companies and suppliers. Many companies have started overseas purchasing, or looking for the location of their branches to help coordinate, but "it is far from being thirsty", so the production line of making cars has been transformed to produce masks.
Judging from the reporter's understanding, it includes SAIC-GM-Wuling, BYD and GAC. They are all committed to the design and manufacture of protective material production equipment. The main supply target is the first-line epidemic prevention and control areas, and the rest will be supplied to themselves and some enterprises with more urgent situations.
Interlaced like a mountain. Although it's not a professional job, I didn't expect that car companies have switched to making masks, and the efficiency of R&D and production is really not low.
"3 days for drawings, 7 days for equipment, and 0/0 day for products!" Zhao Changjiang, general manager of BYD Auto Sales Co., Ltd. said at the Weibo. Time is tight and the task is heavy. From automobile manufacturing to mask production, car companies race against time to overcome technical problems.
BYD's mask project is undertaken by BYD Electronics Division 9 and has its own workshop and medical device system certification. It is planned to realize the production capacity of 5 million masks/day and 50,000 bottles/day of disinfectant by the end of February.
GAC completed the mask production in 65,438+04 days:
On February 7th, Guangzhou Auto Parts Technology Center sent engineers to Dongguan to learn the technology and production technology of mask equipment.
On the 9th, the prototype of the first mask production line was manufactured.
On June 5438+00, the first protective mask production equipment was assembled and debugged;
On the 20th, five production lines were installed and mass production began.
"The entire industrial chain of the automobile industry, including the upstream parts production, and the downstream services are huge. We need to work together to achieve normal production. As a state-owned enterprise, we really should be more responsible. " Zeng Qinghong, chairman of Guangzhou Automobile Group, said.
Car sales are temporarily online.
Under the restriction of epidemic prevention and control, logistics and transportation, these production measures of car companies are naturally unconventional measures, and challenges still exist. It will take some time for large-scale normal operation.
A person in charge of a car company said, "The spare parts needed for the production line will not be fully configured in the short term, and it is impossible for workers to return to their posts immediately."
This is the case at the production end and the sales end, and the uncertainty brought by the epidemic needs to be handled with caution. Yu Jingmin's participation in online sales has basically become a regular mode for car companies during their return to work:
Euler launched the creative cloud car purchase mode of "fancy explanation of six-city dialect", Geely launched online group purchase activities, and new car-making forces such as Weilai and Weimar carried out online marketing to the end, not only broadcasting live on Tmall, JD.COM, Tik Tok and other platforms, but also launching some brand-new services such as VR car watching, online car selection and door-to-door test drive.
A person in charge of Weimar Automobile told the reporter of Caijing Weekly that Weimar had several uninterrupted live broadcasts throughout the day, and at the same time launched the "Weimar Direct Purchase" mode, which allows you to buy a car in official website in one stop, and all the other steps can be completed online except the necessary offline car pick-up and test drive.
Not only selling cars, but also some previously planned offline new car conferences were temporarily transferred to online.
UNI-T, which Changan Automobile plans to make its debut at the Geneva Motor Show in March this year, was originally invited by domestic media to witness the whole process, but now it has been changed to domestic online synchronous live broadcast.
Huo Jing, vice president of public relations at Ford China, even wrote in a circle of friends, "After the COVID-19 epidemic, did we realize that it is really unnecessary to spend so much money on an offline press conference? Is online publishing good or even better? "
However, Pan Helin, Executive Dean of Digital Economy Research Institute of Zhongnan University of Economics and Law, does not fully agree with this view. In his view, there are still many pain points for car companies to develop online models.
"The consumption habits of online car buying mode need a certain training process. In addition, the experience and aspects that technology can provide are still in the primary stage. Although it helps to save customer resources, if the door-to-door test ride service is provided, the corresponding enterprise cost will also rise. " Pan Helin said:
Dealers are in the same boat.
In addition to the efforts of car companies themselves, car dealers need to support each other and tide over the difficulties together.
According to the survey data of china automobile dealers association, as of February 14 and 16, there were 4,222 4S stores in 65 automobile dealer groups monitored and investigated by the association, and the comprehensive return to work rate was only 8.55%.
This situation will have a great impact on car sales. The Federation predicts that if it can fully resume work at the end of February, it is predicted that the annual decline of the automobile market will be16.5%; If the full resumption of work is postponed until the end of March, the annual decline of automobile sales is expected to expand to 29.7%.
Even if we resume work, before the epidemic ends, the whole society will minimize the flow of people, and the passenger flow and sales of dealerships will be sluggish for a long time. If a dealer closes down during this period, the impact on automobile manufacturers and upstream suppliers will be long-term.
Death of lips and cold teeth. Of course, car companies will not let this happen.
Since the outbreak of the epidemic, there have been continuous support policies from automakers to distributors and end users. Manufacturers have broken the current "barriers", launched assistance measures for distributors and users in Hubei, and started an anti-epidemic action of "saving people and saving themselves".
Among many measures, the most direct and effective way for dealers may be to cancel the assessment, speed up the rebate payment, discount interest and extend the repayment period.
Dongfeng Nissan's decompression measures for dealers
"Join hands with dealers to fight the epidemic, give zero assessment policy support, and exempt from monthly wholesale sales and retail assessment. At the same time, it also gives financial support to extend the repayment period. " The relevant person in charge of Changan Auchan told the reporter.
Since June 5438+ 10, the list of car companies and brands that canceled the assessment has become longer and longer: FAW-Volkswagen, SAIC-Volkswagen, Volkswagen imported cars, Lectra, Great Wall, Changan, Guangqi Honda, Beijing Hyundai, SAIC passenger cars, Jaguar Land Rover, Volvo, BMW, Audi, GAC passenger cars, Dongfeng Da Yue Kia, Beiqi Changhe, BYD, Haima. ...
Even though some manufacturers did not explicitly propose to cancel the February assessment, they also proposed policy directions such as "lowering the February sales target, loosening the February business policy to the maximum extent, relaxing various assessment requirements" and "providing financial support such as rebate subsidies and interest rate cuts".
If winter comes, can spring be far behind
Under the tide of auto companies returning to work, this epidemic has also brought new thoughts to the survival and development of the auto industry.
At the beginning of 2020, the automobile market is full of challenges. At the production level, it will take time for the supply chain to resume normal production; At the marketing level, many car companies are adjusting or canceling their production and operation plans.
However, in the medium and long term, many people in the industry are still full of confidence in the future. "From a long-term and macro perspective, the difficulties are temporary." Fu Shuo, Executive Vice President and Secretary General of China Automobile Industry Association.
Cui Dongshu, secretary-general of the National Passenger Car Market Information Association, believes that the demand for private car travel will become more vigorous due to the restrictions on bus travel and online car travel, and the increasing demand of residents for improving the quality of travel. After the epidemic, car companies may usher in a small sales peak.
Under the background of gradual recovery, the new market situation and demand also have new requirements for the high-quality development of the automobile industry, and the "Matthew effect" of the whole automobile industry will become more and more obvious.
Cao He, an auto analyst, believes that this year was originally an important year for structural adjustment, and some auto companies can no longer do it. The impact of the epidemic will accelerate this process.
The same is true in the field of automobile supply chain. Fu Shuo, honorary chairman of China Automotive Engineering Society: "Of the 65,438+10,000 parts enterprises we counted, about 80,000 are low-level redundant construction, and most of them will be eliminated."
Under the crisis, it is also a turning point to accelerate industrial upgrading.
A modern person in Beijing told reporters that although it is facing the double test of epidemic situation and competitive pressure in the stock market at present, in the long run, the intrusion of epidemic situation is also a deep test of the technical competitiveness and management system strength of enterprises, which will promote enterprises to complete product innovation and marketing model reform faster.
The aforementioned Weimar Autobots believe that for car companies, it is also the most responsible attitude to employees, users and suppliers to do a good job in refined operation, customer service and company foundation.
"Confidence is more important than gold. I believe that with the joint efforts of all parties, we will be able to successfully survive this epidemic. " Dongfeng Nissan said that after the "cold winter", those tempered auto companies will finally usher in spring.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.