Editor? /? Zhang? south
Design? /? Du? triumphant
In the weak global automobile market, Toyota has become one of the most hardcore existence.
Not long ago, Tesla's share price surpassed Toyota and became the world's most valuable car company. However, in terms of sales, Toyota still took Tesla out of a few streets.
The global sales of a Tesla model are not even as good as that of a Toyota partner in China. In the first half of the year, Tesla Model? 3 The global cumulative delivery is about 6.5438+0.4 million vehicles, and the sales volume of FAW Toyota Corolla in China market alone exceeds 6.5438+0.5 million vehicles.
Also in the first half of the year, in the competition with the old rival Volkswagen Group, Toyota also stood out from the crowd. Volkswagen Group sold 3.89 million vehicles worldwide, 274,000 fewer than Toyota. This is the first time that Toyota has surpassed Volkswagen in six years, ranking first in global sales.
China wins the world, and Toyota's success is inseparable from the bright performance of the China market.
Compared with the decline of 14.5% of Toyota's sales in the Japanese market in the first half of the year, the sales of China, which took the lead in recovering from the epidemic, only decreased by 2.2% in the first half of the year. Toyota's two partners in China contributed a lot. In the first half of the year, FAW Toyota sold 356,5438+0000 vehicles and GAC Toyota sold 323,000 vehicles.
As the temperature rises, the sales of FAW Toyota are also increasing. Since April, the sales volume of FAW Toyota has continued to climb and maintained at the level of nearly 80,000 vehicles per month. Sales in July reached 79,050 vehicles, a year-on-year increase? 40%, outperformed the market 17 percentage points, and the market share rose to 4.7% again.
From June to July, 5438, the cumulative sales volume of FAW Toyota reached 429,809 vehicles, which was not only one step closer to the annual sales target of 770,000 vehicles set by itself, but also pushed "teammate" GAC Toyota to the top of the total sales volume with one product missing.
At a time when automobile giants cast by steel are transforming into software manufacturers and technology companies, FAW Toyota has impressed consumers with soft feelings, gained a firm foothold with hard products, and found a way for the sustained growth of the downward market in the "combination of soft and hard".
Software companies and hardware companies
Recently, traditional automobile giants have set off a wave of transforming technology companies.
At the end of July, Toyota said it wanted to be a software company, not just a hardware company. To this end, the Japanese automaker will set up a new company to develop software technologies related to self-driving cars, new car computer operating systems and advanced map drawing.
The premise of transformation is that Toyota has profound attainments in manufacturing high-quality and reliable products and hardware. FAW Toyota is the most powerful representative.
Since 17 entered China, FAW Toyota has always adhered to the bottom line of quality, put forward the product gene of "high QDR" (quality, durability and reliability), and strictly checked the source.
As Toyota's first brand-new TNGA standard factory overseas, the brand-new Tianjin FAW Toyota, which was completed in 18, once became famous for its high quality. 20 19, 10/0 On October 24th, the Japanese Toyota Automobile Quality Inspection Working Group came to FAW Toyota Tianjin Production Base to conduct quality inspection on all models produced in the production line 1 month.
With the dual identities of "automobile quality experts" and "special users", the Japanese expert group conducted an all-round "fault-finding" sampling quality inspection on all vehicles that passed the production line inspection and were about to leave the factory from the user's point of view, and finally the models produced by FAW Toyota Tianjin Base won the highest evaluation of "zero defect" in Toyota Japan's global quality inspection again.
It is worth mentioning that not only Tianjin, but also all factories of FAW Toyota in China are striving for perfection, and the products produced by Chengdu, Changchun and other factories have won "0" excellent results of Toyota's overseas quality assurance inspection for many times.
The meticulous manufacturing in production has brought a good reputation to FAW Toyota, which is finally reflected in the market. Last year's "Research Report on China Automobile Hedging Rate" showed that FAW Toyota ranked among the top three domestic brands in terms of hedging rate.
Taking the RAV4 room as an example, the three-year preservation rate of this model is as high as 72.62%, and the five-year preservation rate is also 59.50%. In other words, if you spend 200,000 yuan on a RAV4 apartment, you can still sell it for nearly 6.5438+200,000 yuan after five years.
After the epidemic, in the face of dazzling choices, picky consumers have already changed their thinking mode of measuring product value from "cost performance" to "price comparison".
With the endorsement of Toyota brand, the maintenance cost saved by high-quality products, and the possible time cost, coupled with the consistent kind pricing of FAW Toyota products, FAW Toyota has shown the advantages of high value and high net worth in the post-epidemic era, which has also become one of the secrets of FAW Toyota's contrarian rise.
Soft culture and hard products
In the face of increasingly fierce competition, brands should not only convince consumers from the rational level, but also impress consumers from the emotional level.
At the celebration of the 5th anniversary of FAW Toyota/KLOC-0 held at the end of September, 20 18, Tian Qingjiu, general manager of FAW Toyota Automobile Sales Co., Ltd., first proposed "Really? The brand-new slogan "Extreme", as a summary and sublimation of the brand rooted in China automobile market and serving customers, is also a future-oriented guide for the second venture.
"'truth' is true, sincere and sincere, which is our attitude and proposition towards people and cars. Extreme is the methodology of FAW Toyota brand. FAW Toyota has achieved the ultimate in every visible or invisible detail. " ? Tian Qingjiu said.
In the following two years, FAW Toyota actively implemented the brand slogan about customer experience, including the renovation of intelligent exhibition hall and after-sales workshop, the establishment of 5Q service system (quick appointment, quick maintenance, quick repair, quick body painting and quick rescue), and the promotion of housekeeper in the value chain.
At the same time, the relationship between FAW Toyota and dealers has also become stronger after the test. During the epidemic period, FAW Toyota issued 15 policy support from four levels: key epidemic prevention materials support, four financial support, full marketing support and five assessment, so as to help dealers solve their difficulties and "give people a fish" through online training.
Almost at the same time as the soft culture construction, it is the hard power of FAW Toyota. On the eve of the opening of 20 17 Shanghai Auto Show, Toyota officially released a brand-new "TNGA" architecture, which will bring "better cars" to consumers in China and bring complete changes to FAW Toyota.
Specifically, FAW Toyota's products continue to maintain the traditional advantages of high quality, fuel economy and worry-free, and at the same time, they have greatly improved in configuration, control and safety.
As Tian Qingjiu said, "With the empowerment of TNGA architecture, each new product of FAW Toyota has achieved four major innovations, namely, unprecedented styling design, unprecedented power innovation, unprecedented driving pleasure, unprecedented extreme safety and re-evolution of product strength."
Nowadays, FAW Toyota has brought products based on TNGA architecture, such as Yize IZOA, Asia Dragon AVALON, COROLLA Corolla, and brand-new RAV4 room financing, to the China market quickly, and they are in full swing.
"Products are the foundation of brand development. As long as the products are excellent and the services are excellent, we can win enough market space. " Tian Qingjiu said.
Soft market hard sales?
In the stock market, you fight for each other and the law of the jungle prevails.
According to the statistics of the Association of Automobile Manufacturers, although there was a year-on-year increase of 5.3% in July, the passenger cars in China still dropped 18.6% from June to July.
In the dark moment of the auto market, the market share of independent brands was gradually eroded, the Korean department bottomed out, the American department was weak, the legal system struggled on the verge of delisting, and the Japanese and German departments showed great vitality, with market shares of 24.4% and 25.7% respectively.
The competition between the two winners is getting fiercer and fiercer. In June, the market share of Japanese even surpassed that of German, increasing from 23. 1% in June 2065438 to 26.3%. The unwritten law that "the more depressed the market is, the better Japanese cars sell" has been confirmed again.
In terms of sales volume, Changhong, which is known as the "evergreen tree in the car world", is expected to sell Corolla, but in the most competitive compact SUV market and the "world's best" B-class car market, the brand-new RAV4 room harmony and Asian dragon AVALON's DeUEX are surprising.
In July, the monthly sales volume of Asian Dragon AVALON reached 65,438+02,898 vehicles, and the fuel version increased by 282% year-on-year. In the first seven months, the sales volume of Asian dragons was close to 70,000. Also in July, RAV4 room financing hit a new monthly high, reaching 19 18 1 vehicle. In the first seven months, the sales volume of RAV4 housing finance reached 654.38+10,000 vehicles.
In terms of sales volume, at the level of fuel vehicles, the product structure of FAW Toyota is undergoing qualitative change, and the monopoly of Corolla has ended. With the joint efforts of RAV4 Housing Finance and Asian Dragon AVALON, FAW Toyota presents a "three-legged" situation, and the continuous improvement of the average unit price of products not only drives the brand to rise, but also brings more lucrative profits.
In the face of the acceleration of new energy transformation, Toyota also started the elephant turn early.
From 1997 to 2020, Toyota has sold more than150,000 electrified products worldwide. China is an important position of Toyota's electrification strategy. FAW Toyota took the lead in undertaking the heavy responsibility of Toyota's electrification in China, taking the technical transformation route from fuel vehicles to hybrid vehicles to all models on sale with electrification products.
In 2005, FAW Toyota took the lead in introducing hybrid Prius into China, which made China consumers feel the reliability and economy of hybrid technology for the first time. ?
In the following 15 years, with the continuous upgrading of Toyota hybrid technology and the accumulation of word-of-mouth, FAW Toyota's hybrid product series was continuously enriched, and the proportion of sales continued to rise. At present, FAW Toyota has a number of hybrid products such as Asian Dragon AVALON Twin Engine, New Corolla Twin Engine, Corolla Twin Engine E+ and New RAV4 Housing Integration Twin Engine. ?
In July, FAW Toyota sold 65,438+02,865,438+05 vehicles. In the first seven months of this year, the average proportion of FAW-Toyota hybrid products reached 65,438+04.65% of the total brand sales. In contrast, the mixing ratio of GAC Toyota hovers around 12%.
Up to now, the sales volume of FAW-Toyota hybrid vehicles has exceeded 320,000, surpassing Lexus' 300,000 and GAC Toyota's 280,000. While * * * meets the travel needs of consumers in China, Toyota confirms this rumor with its strength: "There are only two kinds of hybrids in the world, one is Toyota and the other is others."
With four months left in 2020, FAW Toyota is working towards the goal of selling 770,000 vehicles (including CBU) a year, and the epidemic does not seem to have much impact on it. In 2022, the number of customers of FAW Toyota will reach tens of millions. By then, the annual production and sales of FAW Toyota will reach a new level, reaching 6.5438+0 million vehicles.
"This is the starry sky we look up at and our down-to-earth goal. We have made detailed planning from product planning to system guarantee, and our belief in achieving this goal is unwavering. " Tian Qingjiu said that although negative growth has become the norm in China auto market, the confidence of FAW Toyota is hard enough.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.