川军天团领衔 三把火助力长安福特重返增长跑道

时间:2019-07-16 来源:www.simplyvintagepdx.com

万博manbetx手机登陆

Changan Ford, headquartered in Chongqing, a major industrial town in southwest China, was established in 2001. It is backed by Centennial Ford and Changan, which originated in the Marine Artillery Bureau in 1862. It is a domestic mainstream joint venture automobile brand. Its Fox, Mondeo, Wing Tiger, Sharp and other products have been extremely competitive in the same level of market segment, and have won the trust of millions of car owners. In particular, the compact car, Fox, which was launched in 2005, has achieved an amazing sales of nearly 3 million vehicles in the market for nearly 15 years. It was once the representative of the high-performance car.

56df9822f61049499ac08f027b3a783e

(The second-generation Fox, which was listed in China in 2005, was all the rage)

Due to the relative lag of the product line and the marketing end, Changan Ford's market performance continued to be sluggish in recent years. 2017 Changan Ford sold nearly 827,000 units, down 14% year-on-year. In 2018, the sales volume was 378,000, a year-on-year decline of 54%. In the fiercely competitive Chinese auto market, Changan Ford, which has lost sales, seems to have gradually faded out of the first camp, which has made many Ford fans and industry people feel sorry. However, with the official operation of Changan Ford's national sales service organization, especially since Yang Lan joined in April 2019, the changes brought about by the new team, new ideas and new initiatives have begun to regain confidence in Changan Ford.

On July 5th, Changan Ford announced that it will launch a major initiative in sales, services and products, and actively invest in the auto market competition in the second half of the year. Looking back on the first half of the year, after experiencing a downturn in the first quarter, Changan Ford's terminal retailing began to show signs of stabilization and recovery from the second quarter. In particular, retail sales increased for the second consecutive month in May and June, with an average growth rate of more than 30%. At the same time, comprehensively adjust the sales strategy, implement the new sales policy of “selling production by sales”, and greatly ease the inventory and operating pressure of dealers. As of the end of June, Changan Ford dealers' inventory levels fell to 28 days, the lowest inventory level in 18 months, and significantly better than the industry level in the same period.

xx“功效”开始出现。川军天坛并没有羞辱这个使命

曾经在汽车领域创造了东风日产神话的奥地利神童,以及复旦天才儿子杨澜来自四川乐山。大学毕业后,他们加入宝洁中国,从事快速消费品零售业务。 2005年,杨澜搬到了汽车行业,加入了东风日产。他曾担任营销部门负责人,销售部门负责人和营销总部副主管。他创造了一个百万年的销售神话。离开东风日产后,杨澜担任日产北美总经理和宝沃汽车首席执行官。他三个月前加入福特中国,成为长安福特全国销售服务中心的总裁。业内评论认为,杨澜已收到很多人不敢接的大档。

08f8f5e7a86d494093d17ae88024e1b9

(杨浩,长安福特全国销售服务组织总裁)

曹振宇是长安福特全国销售服务部高级副总裁,是长安福特全国销售服务部的成员。他是四川省南充市人。他在汽车销售和客户服务方面拥有20多年的经验。他是长安乘用车业务的创始人之一。汽车销售部副总经理,常务副总经理,长安汽车海外业务发展部执行副总经理,国际销售公司总经理。

杨澜和曹振宇都在汽车营销方面拥有极为丰富和成功的经验,各自品牌所贡献的业绩显而易见。两个四川队的新队伍运行了三个月,立即改变了长安福特,在产品,服务和营销领域的“三场大火”中,长安福特已经士气两年。被称为四川军工集团的汽车营销行业。

562f8eba6aee4811baa6d3b77a71a83b

(长安福特全国销售服务组织执行副总裁曹振宇)

“在第二季度零售销售稳步复苏的背后,它是对我们营销理念的全面调整。”杨伟说,“销售销售”的策略使我们真正与经销商合作伙伴合作,以满足真实最终消费者的需求。积极推动整个销售系统乃至生产系统的运作,推动我们坚实的基础,回归销售增长跑道。在下半年,我们将围绕新产品,服务和品牌的三个主要方面进行新的变革。销售反弹提供了最强劲的支持。“

9b7945c03a0b4539839ee6da1b4630f6

产品加速,全国,六个增长推动

6月份,新一代福克斯自推出以来创下了新的月销量,比上个月增长了80%以上。它成为今年上半年长安福特最畅销的车型,并在过去的6月帮助福克斯品牌销售了1万多辆。同比增长75%。

据了解,为了更好地满足消费者的需求,长安福特将于7月中旬正式推出新一代福克斯2020,将广受好评的ST-Line运动设计套件扩展到更多车型。车辆配置也已升级,发动机已全面升级,符合国家六级排放标准,为消费者带来更真实的中级性能轿车。

e0e261d6e26a48b2b68cef7e966930b5

在第三季度,长安福特还将推出三款重量级车型,即 Fox Active Smart Crossover,新款ST/ST-Line和新款Taurus。长安福特将加快新产品发布步伐,提升产品竞争力,从而提升整体市场竞争力,进一步巩固长安福特作为合资品牌的主流地位。

At the same time, the National Sixth Emissions Policy, which is a hot spot in the industry, was implemented ahead of schedule. Changan Ford also arranged early and actively responded: In the early implementation of the national six regional market, all of the national five models have been cleared and smoothly switched to the sales of the National Sixth model. At present, the most popular models including the new Forreus, the new generation of Fox, the new Mondeo, the Mondeo PHEV, the Taurus, the Wing Tiger and the Sharp World have already sold the models that meet the National Six standard. The models will all meet the national six standards.

c243ae30fc0c42e594161cf6710e5706

Service upgrade Provides a “all-in-one one-stop project”

In the second half of the year, Changan Ford launched the “One-stop Project with no worries”. The plan mainly includes two aspects of car financing and after-sales service, so that consumers can truly realize the car purchase and safe use of cars.

Among them, the financial project includes: launching the “zero down payment” financial leasing product, becoming the leading brand that introduces financial leasing into the mainstream manufacturers' sales channels, opening up a new trend for consumers to enjoy the worry-free driving. At the same time, it also launched 12-36 “0 interest rate” financial solutions and 48 long-term low interest rate programs for consumers' different car purchase needs.

In the service project, Changan Ford is the first in the industry to offer a three-year (or six) free maintenance service for the entire car, as well as a two-year unlimited road free rescue service, plus the previously launched for Focus and Forreus. The 5-year (or 200,000 km) engine's long warranty service provides consumers with a more comprehensive service guarantee. At the same time, for consumers who have the need to change cars, we have also developed a reliable second-hand car replacement worry-free service.

47fc29bb39ba403095ce581320e24fb4

(Changan Ford Fu Ruisi latest promotion policy)

Marketing integration Consumers are at the heart of all brand actions

xx曹振宇说:“消费者是所有品牌行为的核心。我们将密切关注这个核心,从产品本身到汽车购买和汽车使用,全面提升品牌价值,并继续带来中国消费者是福特的终极品牌。品牌体验'。“

事实上,新技术的祝福是提升品牌价值和加强品牌体验的另一种有效方式。截至2019年底,在中国销售的绝大多数福特全新车型将配备基于中国的新INT +信息技术系统和国际领先的智能技术,由福特汽车和百度共同开发,以申请对汽车产品具有前瞻性的技术。它的受欢迎程度为更广泛的中国消费者带来了更加智能和相关的福特品牌体验。

0781e106b5f34cc59190f62bc707f69a

(长安福特成都龙福4S店)

经销商:整体情况开始好转,黑暗时刻即将过去

作为OEM与市场之间的桥梁和纽带,经销商通常对品牌变化有最敏捷的认识。谈到长安福特全国销售服务部门近几个月在产品,服务和营销方面的集中努力,成都龙富店总经理宋德军对此印象深刻。 “海,陆,空全面攻击”是他作为长安福特新变化的汽车行业资深人士的经历。

根据宋德军的说法,成都龙富店今年5 - 6月的销售增长不仅超过30%,而且最近也增加了近30%的来电和线索数量。这些与制造商政策层面的支持密不可分!无论是三年免费维修,还是“双福”型号发动机的长期保修,都能为终端消费者带来信心。与此同时,支持金融政策的支持进一步探索了客户群的潜在购买力。

另一方面,宋德军坦言,近几个月商店的库存一直保持在一个非常合理的范围内,基本上只相当于一个月的销售额,有效缓解了业务压力。事实上,这是杨澜在码头“固定生产”和“前进拉动”战略的结果。正如曹振宇7月8日在成都的媒体交流会上所说,长安福特的销售并不是简单而粗鲁地批发给经销商。

回顾近期商店的悄然变化,已经担任4S店总经理十多年的宋德钧对长安福特下半年的市场表现以及他自己的盈利能力抱有更高的期望。商店。 “整体已经开始改善,黑暗时刻即将过去。”相信这是包括宋德钧在内的数百家长安福特经销商的共同愿望。

55c6b110a45e4d46a34efc781988ee54

(长安福特夏普ST)

在产品,服务和营销的三大火灾下,五月至六月的销售稳步回升仅仅是长安福特的开始。由杨伟和曹振宇领导的四川军团在中国和亚太地区的汽车营销行业拥有无可置疑的实力和声誉。长安福特全国销售服务部已经整合和执教仅三个月,已经开始为品牌带来切实和切实的成果,不断创新和变革。我相信随着创新的大型品牌体验活动将于8月全面推出 FUN DAY,未来第三和第四季度,长安福特也将有相当的表现,回归合资品牌的第一阵营即将来临。