Market Strategies of Automobile Enterprises to Deal with Epidemic Situation: Innovation of Major Automobile Enterprises under New Marketing Mode

An epidemic in 2020 made the automobile market under downward pressure continue to withstand the test of the market. Faced with the gradual development of the epidemic, many auto companies have to adopt new marketing models to explore, which is also a new trend of accelerating the transformation of new marketing models in China auto market. With the development of Internet in China, the future automobile market will further stimulate consumers and finally realize the desire to buy a car without leaving home.

Affected by the epidemic? Many car companies adjust the return time.

In the face of the epidemic, many car companies began to adjust the resumption time, among which Mercedes-Benz, BMW and Audi all required to complete the resumption of work in about 10 days. In order to cope with the epidemic, most other joint venture brands arrange to resume work in various places according to the time required by the government. It is understood that in Hubei Province, which suffered the most from the epidemic, Dongfeng Motor is the most seriously affected car company. According to the extension notice of the Spring Festival holiday issued by Hubei Province, the time for enterprises in the province to resume work is not earlier than 24: 00 on February 13. In view of this, the automobile industry in the hardest hit areas has a longer downtime.

In this regard, Dongfeng Motor, Dongfeng Honda, Shenlong Automobile, Dongfeng Renault and other independent and joint venture car companies have made relevant adjustments. According to the latest news, the official resumption time of Shenlong Automobile is not earlier than 24: 00 on February 13, and the specific time will be arranged separately according to the epidemic situation and relevant government requirements; Employees in Chengdu and Shanghai should return to work according to local regulations and requirements. "According to the relevant person in charge of Dongfeng Honda, the resumption time of Dongfeng Honda will be determined according to the prevention and control of the epidemic situation; Tianjin and Suzhou factories (motorcycles) resumed work on February 10.

In the case of the joint venture brand's resumption of work, FAW-Volkswagen and SAIC-Volkswagen said that the production and sales of factories in China should be arranged according to the time required by the government to resume work, and Volkswagen's China headquarters required employees to work at home before February 17. In this regard, from the first-line sales of FAW-Volkswagen, it is learned that most dealers are still in a state of suspension of production due to the epidemic, and the daily operation of stores is affected. "1 and the car market decline in February may exceed 20%."

Earlier, I also learned that Jaguar Land Rover China and Chery Jaguar Land Rover said that in response to the epidemic, they would cancel the monthly assessment of dealers, and at the same time provide appropriate inventory subsidies to dealers to ease the pressure on dealers. Finidi, UK, also said that due to the epidemic, it will further adjust the resumption time in various places, and at the same time provide dealers with inventory discount policies until, and according to the epidemic, it will provide dealers with measures such as reducing financial interest and delaying payment.

It is understood that Beijing Benz resumed production on February 3rd. I visited the 4S store of Beijing Benz and learned that the resumption time has been adjusted according to relevant policies, but normal sales business can be handled at any time, but the staff is limited. After February 8, most of the staff can basically return to normal working conditions.

According to the epidemic policy, BMW decided to postpone the resumption of work. Even if the relevant personnel return to work in the city on February 3rd, it will take 14 days to officially go to work. The current news is that they will return to the office on February 17. Audi is tentatively scheduled to resume work on February 14, but it will be adjusted after considering the subsequent epidemic situation. I visited 4S stores before and found that only the staff on duty were receiving, and some 4S stores were scheduled to go to work normally on February 9.

According to the available information, Hyundai and Kia plan to resume production in China factory on February 17. At present, China's independent brands have resumed work in accordance with the national regulations and local government requirements, and most car companies have resumed work on February 10. At present, brands such as Geely Automobile, Great Wall Motor, FAW Pentium, GAC Chuanqi, Chery Automobile, Changan Automobile and BYD are gradually returning to work.

Coping with the epidemic? Adjustment of Off-line Marketing Policy for Car Enterprises

The continuous development of the epidemic situation has also accelerated the market layout of online marketing of car companies. During the epidemic campaign, many car companies began to adjust their market policies. Most of them mainly offer "online car watching", "VR car watching", "online ordering" and some services such as online payment and on-site maintenance, and some also provide test drives for consumers to further stimulate consumers' desire to buy cars.

Of course, after the outbreak of the epidemic, Volvo launched the dealer care policy on February 2, becoming the first car company to be exempted from the dealer sales assessment task, and gradually recognized by many car companies. In exploring the new marketing service mode during the epidemic, Audi also opened an online 4S exhibition hall for users, providing services to users through intelligent car viewing, online ordering and zero-touch delivery.

For dealers, Audi will further dynamically adjust the sales target. In February, the sales target assessment failed, and the front-line personnel of dealers will be subsidized to ease the market pressure of dealers.

In addition, the independent brand Geely launched the online warm-hearted service, and the intelligent exhibition hall function can realize VR car watching, online financial renewal, 24-hour emergency rescue, extended warranty and on-site service. BYD provides online car viewing, car talking, test drive, car booking, car licensing and car delivery services for consumers.

Great Wall Motor adjusted its sales model during the epidemic period, focusing on remote training of online sales business, further strengthening the online marketing ability of dealers, encouraging the use of online 4S shop VR car watching, WeChat live car watching and video live car watching, and maintaining a 24-hour 400 hotline to carry out marketing to meet the needs of consumers in car watching and car buying during the epidemic period.

SAIC-GM-Wuling launched "Watching cars online? The "Worry-Free Car Purchase" service further enhances consumers' car purchase experience through online booking and on-site test drive, indicating that online sales modes such as e-commerce and live broadcast will be further explored in the future. In addition, domestic car companies have long participated in online marketing layout. Among them, Weimar User Center, a brand new force automobile store, undertakes the whole process delivery function of users' vehicles, and provides services such as test drive, travel, sales and maintenance. It is an online car purchase model established in the early days for the whole process of car purchase.

In view of the current epidemic situation, many car companies have adjusted their marketing measures, among which adjusting sales targets and subsidizing dealers are the responsibilities to overcome difficulties under market pressure. I believe that with the continuous efforts of many auto companies, China auto market will also usher in a new "spring" after the epidemic.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.