Editor's note: The steep turn of the car market is going too fast, and many car companies accustomed to triumphantly enter the low-growth period. In the face of the cold wave in the automobile market, many car companies rushed to sacrifice the "price reduction" banner, which caused a price war. However, the climax faded and the "naked swimming" was exposed. There are also some car companies, they are cautiously laid out, and slowly explore a way to deal with it. Different strategies may bring new reshuffles in the new phase of the development of the car market. The era of low-level competition has passed, and how to live a good life when it is used to a good day may actually determine the fate of the car company.
In response, Xinhua Automobile launched a survey and launched a series of reports on "China's Auto Market: The Big Decisive Battle in the Changing Situation." In recent years, we have launched the "Car Enterprise: How to reinvigorate the market?" Today, we will take a look at the "big move" that Guangzhou Automobile Chuanqi, as its own brand, has made in a sluggish car market.
According to the data of the China Automobile Association, the sales of passenger cars in the country totaled 1,609,300 units in May, an increase of 1.20% year-on-year. The overall production and sales of the automobile market showed a different degree of decline. Unlike the overall downturn in the domestic auto market, GAC Chuanqi has a good market performance, with sales reaching 11,000 units in May, an increase of 15.01% year-on-year. Not only higher than the average level of the car market, but also better than the growth rate of 8.2% of Chinese brand passenger cars.
According to official statistics, the sales volume of Guangzhou Auto in the first quarter of 2015 was 33,000 units, a year-on-year increase of 35.95%. Although the sales data in the second quarter is still in the statistics, according to the regularity of previous years, the sales in the second quarter will be relatively improved compared with the first quarter. In terms of market performance, Chuanqi GS4 sold more than 6,500 units in the first month of the listing, and with the further release of production capacity, sales will have room for growth. Although both the objective law and the actual performance showed a good growth trend, the sales volume in the second quarter can still achieve the sales target. In terms of sales data, GAC Chuan’s sales in April were 8,609 units, and sales in May were 11,069 units. According to this, it is estimated that the total sales volume in the second quarter should not exceed 35,000 units. Last year, the official target of sales in 2015 was 160,000 units. According to the current situation, it is not difficult to complete the sales target of 80,000 units in half a year.
Can the high-quality and low-price market in the incremental market transfer market break?
The production and sales of China's auto market has grown from 2 million vehicles per year to 20 million vehicles. The high heat growth has been difficult to continue. In 2014, the growth rate of automobile sales has dropped to a new low in the past two years. However, this high landing in 2015 is even more pronounced. The main reason for this situation is the economic slowdown and the decline in consumer purchasing power. In this regard, GAC Chuanqi has a very clear understanding: "The car ownership is a big factor, which is an important reason for the decline in car sales growth. The Chinese car market has shifted from the incremental market to the stock market, and the market has entered a slow growth trend." As Chinese consumers become more mature and rational, they are more focused on their quality, safety and performance when choosing a car.
Last year, independent brands suffered “twelve consecutive declines”. On the one hand, the sales volume of self-owned brands decreased, while on the other hand, the sales of many foreign-branded vehicles continued to rise. The sales of more than 100 models of more than 20 independent brands have not matched a joint venture brand. It can be said that this is the result of the long-term backward accumulation of self-owned brand vehicles. The consumption upgrade is accelerating, and the quality of self-owned brands and the upgrading of brands are relatively slow. The disparity between the two causes sales to drop. In this environment, Chuanqi has maintained rapid growth, which is not unrelated to the idea of ​​adhering to positive research and development. Wu Song, general manager of Guangzhou Automobile Chuanqi, once said, "In the fierce competition, if independent brands do not break through and accelerate development, they will be eliminated by the market. At the same time, we must grasp the new trend of purchasing in the market and grasp the trend of younger consumption."
Stimulating demand GAC Chuanqi's various marketing models are in the face of the overall weak environment of the 2015 auto market and joint venture brands will further seize market space, independent brands face greater challenges, low quality and low price will no longer meet the market requirements, this It is also a reshuffle of the auto market. For Guangzhou Automobile Chuanqi, the new trend in the automotive market is a new opportunity. From the previous development model of introduction, digestion, absorption and re-innovation, GAC Chuanyi gradually transformed into a new model of technology leading comprehensive innovation. The new model, which is highly compatible with market demand, has become the original driving force for the rapid growth of Chuanqi sales.
Platform, modularization, data and international safety quality standards to benchmark the joint venture models, from the gold power combination of the engine and transmission, as well as the safety guarantee of the five-star safety of the whole vehicle, let the rumors and strengths and the joint venture brands compete. . Another advantage of Chuanqi is the meager profit pricing model. The same performance, safety and configuration of the car, Chuanqi is 30% lower than the joint venture brand price. For the economic slowdown market, high quality and low price are undoubtedly the prerequisites for success in future market competition.
A variety of marketing models go hand in hand to stimulate market demand. Competitive products are only the first step. In the context of high marketization, marketing strategies play a vital role in improving product sales. Faced with the difficult market environment, GAC Chuanqi is also trying to find a way to develop and develop a series of marketing strategies. In order to further stimulate the consumption potential of third- and fourth-tier cities and stimulate the rigid demand for car purchase, GAC Chuanqi launched a network cluster marketing model of “4S+S”, and the distribution network gradually covered third- and fourth-tier cities, providing convenient sales and after-sales service. To create a 30-kilometer service circle to meet the needs of diversified car purchase services.
In response to the new mobile internet model, Chuanqi launched the “1+X” cloud DCC network marketing system, which will improve the network marketing structure of the sales terminal and improve the network sales operation capability. In the integration of network media resources, the dealer network of the dealer member platform, the third-party e-commerce (Tmall) platform, the micro-marketing platform, and the self-built platform will be deeply e-commerce, and the mobile terminal will be fully optimized to promote the transformation of results. It can be seen that GAC Chuanqi is actively using the "Internet +" innovation model to change the marketing method, which is forward-looking in the future market competition and worthy of reference by other brands.
In other respects, through the four major test drive brand activities - "the world without the corners of the road" large-scale test drive experience activities, the heart of the holy land, ice and snow test drive activities and the incomparable self-driving tour activities to enhance the user experience. In terms of entertainment marketing, the brand influence was enhanced by the implantation of Hollywood blockbuster "Transformers 4", variety show "first grade", CCTV "New Movies" and TV drama "Bihai Ambition".
It can be seen that GAC Chuanqi will adopt a variety of marketing models in the future for a period of time to meet the diversified market demand will be the best choice.

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