When it comes to sales during the epidemic, Great Wall motor said, "We will adopt a strategy based on local conditions and create differentiated marketing according to different regions and consumption levels in cities." Gac new energy said that the new car launch form is currently in the planning, will make full use of online and offline innovative means.
In terms of after-sales service, GAC New Energy insists on being online 24 hours a day, providing one-button charging, one-button rescue and one-button maintenance, so that users can easily charge and repair their cars without leaving home. Dongfeng scenery is to provide customers with 3 months of delayed maintenance, and according to the conditions of the store, within 30 kilometers of door-to-door maintenance, take car service.
In this regard, Economic Daily-China Economic Net interviewed the marketing leaders of a number of high-end car brands, joint venture brands, independent brands and new power brands to discuss how to continue to do a good job in scientific prevention and control while doing a good job in the special period of marketing. Today, the launch of the second series of manuscripts: independent brand diversification of the "difference marketing".
Rate of auto dealership reopening nationwide
With the advent of the "resumption of work tide", automobile enterprises are making great efforts to maintain production capacity and sound the "assembly signal" for the resumption of production work. Facing the difficult environment, China Automobile Association and the Circulation Association have called for "relaxing policies such as purchase restriction and driving restriction to further stimulate and expand automobile consumption". In addition, car companies and dealers are not sitting still, including independent brands have innovative marketing methods, and provide a series of after-sales services, in order to gain consumer recognition.
New car launch combined with online and offline according to local conditions to create differentiated marketing
For car companies and dealers, new car launch and marketing strategy is undoubtedly an important part of promoting products and attracting consumer awareness. "At the marketing level, we will provide necessary support to dealers from all aspects to ensure the stability of the team and dealer system," said Great Wall. At the same time, we will adopt the strategy of adapting measures to local conditions, and create differentiated marketing according to different regions and consumption levels in cities."
In addition, some enterprises hope to attract consumers' attention by launching innovative new cars. "We will launch two models positioned as mid-size pure electric SUV and crossover pure electric SUV respectively this year, which will form a more complete product matrix with Aion S and Aion LX to meet the travel needs of different consumers." Gac New Energy said it is planning the release of the new car. The impact of the epidemic will be gradually removed, and it will make full use of online and offline innovative means. This epidemic will not only promote product reform, but also accelerate the reform of marketing service model.
Geely ICON online listing
In fact, car companies are already experimenting with online listings. It is understood that the Geely ICON, which was originally scheduled to be listed on February 14, was postponed to 24 due to the impact of the epidemic and released by online listing. Economic Daily - China Economic Net reporter found that this online press conference abandoned the traditional cool scene and hot dance, more emphasis on the introduction of car models, including media evaluation, enterprise leaders and product leaders, as well as stars to send blessings, and so on, at the same time the online number of more than 30,000 people.
At the same time, some enterprises have been promoting the safety and health of their products. "During the epidemic, keeping healthy has become the biggest expectation in everyone's mind. As an important space for people to work and live, cars are an important position to realize national health and build a healthy country." Gac New Energy said it has invested more than 500 million yuan in developing health-related functions during the development of the Aeon model.
In addition, GAC New Energy also connects online and offline through the APP to bring safe and convenient experience for users to purchase cars. For epidemic prevention and control, GAC New Energy takes online marketing as its main position through APP, and strengthens online VR intelligent exhibition hall and door-to-door car delivery service. At the same time, we provide financial support such as half-price car increase, 3-year zero interest, battery lease, etc., to overcome difficulties together with users.
Terminal sales strictly guard "stay indoors" to solve after-sales problems
In addition to online sales and marketing, car companies and dealers are also making great efforts in terminal sales and customer service. Baic said its subsidiaries should "combine the actual situation of the epidemic and relevant requirements of local governments to promote sales and service work, promote remote intelligent car purchase mode, and do a good job in maintenance services."
"In order to promote COVID-19 prevention, we have further strengthened the service experience of staying at home in terms of marketing services." Gac new energy said, our professional service team from the Spring Festival to now has been adhering to 24 hours online, Aian one-key VIP service for charging, one-key rescue and one-key maintenance, so that users can easily charge and repair their cars without leaving home.
4S store disinfection
At the terminal sales level, self-owned brands have been strictly defending, providing masks, disinfection water, infrared thermometer and other essential items for the exhibition hall and staff. Dongfeng scenery requirements, the dealer in the exhibition hall on the outbreak of defense, everybody is responsible for, our showroom has thoroughly disinfected, protect your car environment "banners, ask the salesperson to the reception to comply with" customer reception standard action "when consumers shop, and put forward the comprehensive disinfection screening on the hall 2 times a day, all below, try driving after the user left thorough disinfection.
Dongfeng scenery said, we provide customers with door-to-door test drive, door-to-door delivery, door-to-door maintenance and other services, to ensure that the channel online test drive booking function smooth, timely response. "In order to fully reflect the safety of car purchase, our vehicles are disinfected face to face, and our staff wear masks and disposable gloves at all times, under user supervision."
In addition, in the aspect of after-sales service, Dongfeng Scenery to the maintenance of customers unable to enter the station, provide 3 months of delayed maintenance, not affected by time and mileage, and according to the store conditions, within 30 kilometers of the door-to-door maintenance, take car service.
Industry insiders said the sudden outbreak has delayed the resumption of work at dealerships, prevented most consumers from going to their stores to look at their cars, and disrupted the sales process of auto companies. However, the innovative online sales, differentiated marketing, solutions to customers' after-sales problems, and comprehensive safety guarantee for consumers in stores are worthy of praise, which may effectively reduce the impact of the epidemic
