Last year, there were 365,438+0 joint venture brands with sales statistics, of which 65,438+03 had sales of less than 654,380+million vehicles that year. For many car companies, the annual sales volume of 200,000 vehicles is a threshold, which is the baseline to determine whether a car company can survive. Once the sales volume falls below 6,543,800 vehicles a year, car companies will face the problem of life and death.
Of course, among the joint venture brands of 13, there are indeed car companies that took the lead in surrendering in the China auto market, such as ds and Jeep. Who's next? I believe many people have several similar answers. Some brands are really at their wits' end, but some brands are really willing to continue to fight here.
For example, the last French car fire in China, Dongfeng Peugeot and Dongfeng Citroen, owned by Shenlong Automobile, once again tried to tell everyone that Peugeot Citroen will not quit the China market, but will exist in the China automobile market in the most unique way after a long silence.
This joint venture company has now gone through a history of 365,438+0 years. After reaching the peak of 765,438+00,000 vehicles in 2065,438+05, it has been declining all the way. Such a sad story, from the release of "Yuan+"plan in 2020 to the launch of Versailles C5 X in 20021,Shenlong Automobile gradually "walked out of ICU" for three consecutive years.
But in this respect, Shenlong Automobile is not satisfied.
"move the knife" inward
In the past three years, Shenlong Automobile has been aiming at services and products, so this year, Shenlong will integrate from Peugeot Citroen. If services and products are chemically reacted externally, then the key marketing reform of dual-brand integration will become the most powerful endogenous force of Shenlong Automobile.
On the afternoon of June 9th, DPCA announced the latest organizational restructuring plan at the internal meeting. The main contents are as follows:
1, continue to promote the integration of dual-brand networks, increase contacts and better serve customers; In single-outlet cities in the same city, the single DC/DP brand has been lightweight and developed into a dual-brand store (pre-sales and after-sales level); Multi-outlet cities have two or more single-brand stores in the same city, and they are two networks (pre-sales level 2 and after-sales level 1) with the approval of all parties.
In short, accelerate the integration of dual-brand stores to improve the profitability of dealer outlets and improve the coverage of customer service outlets.
2. Streamline business policies, increase investment in regional marketing and strengthen online marketing of new media. On the one hand, this move is the core content of marketing mode reform. Focus marketing resources and methods on more precise fields, and marketing forms are also the most needed to reach users directly. On the other hand, this more concise connection with users is also one of the necessary prerequisites for electrification transformation.
Another, focusing on the core products from the source, what Shenlong will implement next is to manage the vehicle differentiation of the two brands as a whole and form a relatively complementary marketing strategy, thus forming self-fission in the more diversified market competition in the future. Finally, I hope Peugeot and Citroen can be independent.
3. Strengthen the overall management in the marketing field, integrate the resources of dual-brand organizations and optimize the organization according to the principle of "five unifications and one maintenance". Among them, the "five unifications" are: unified vehicle platform management, unified sales strategy, unified regional management, unified customer operation and unified public relations team; "One maintenance" means: maintaining independent brand image and tonality. Dongfeng Peugeot Marketing Branch moved back to Wuhan (those who don't move with it will terminate the labor contract through legal compliance negotiation and give legal economic compensation).
Completely end the history that the dual-brand marketing department and the functional organization of the headquarters are not in the same place, prepare for the flattening of the organization, and reduce the system burden for the coordinated development of the dual brands.
4, salary incentives change, increase the performance incentives to achieve the goal.
Judging from this marketing reform, the integration of Dongfeng Peugeot and Dongfeng Citroen is somewhat similar to the upgraded version of the original channel integration of Changan Mazda and FAW Mazda, Ford China and Changan Ford, and Jiangling Ford. The biggest difference is that Dongfeng Peugeot and Dongfeng Citroen's upward management center is still a deep-rooted localized joint venture, Shenlong Automobile, which is conducive to the better play of the two brands in the China market.
Marketing reform is a management measure of Shenlong Company based on the current situation, focusing on the long-term, improving operational efficiency and accelerating transformation and development, and it is also a common practice in the current automobile industry. The general direction is to focus on customer experience, goods and dealers' profit, and actively seek change, from price to value, from promotion to marketing, in order to prepare for the comprehensive electrification transformation.
"Bright Sword" Going to the Future
After the above four adjustments were announced, on June 1 1- 12, the new marketing team of Shenlong automobile made a collective appearance at the mid-2023 dealer conference, and the marketing field was integrated into four centers: brand development center, digital operation center, marketing center and customer service center.
The Brand Development Center is mainly responsible for brand strategy, brand planning, brand image, brand communication and brand activities. He Yong is the general manager and spokesperson of the Brand Development Center. The digital operation center integrates dual-brand digital marketing resources and undertakes the important mission of accelerating marketing transformation and promoting the future electrification development of Shenlong Automobile. Li Yang is the general manager of the digital operation center and the general manager of the new business model department; The marketing center takes sales as the leader, integrates the functions required for dual-brand sales, and strengthens overall management. Ma Leimin is the general manager of the marketing center and Mao Innovation is the general marketing representative, responsible for the overall business promotion and decision-making; The core function of the customer service center is to constantly upgrade and iterate Five-hearted Guardian 2.0, and be a bosom friend of customers. Liu Guoquan is the general manager of the customer service center.
The general direction of this marketing reform will be "customer experience as the center, goods as the center, and dealer profit as the center", actively seeking change, constantly promoting the integration of dual-brand networks, increasing contacts and better serving customers; Strengthen the overall management in the field of marketing, integrate the resources of dual-brand institutions, streamline business policies, increase regional marketing investment, and strengthen online marketing of new media to prepare for comprehensive electrification transformation.
Internally, adopt leaner organization and flatter decision-making process to improve the response speed to the market; Externally, completely activate the service coverage ability of the existing network. The ultimate goal is to integrate individual combat into the team's cooperative combat capability and ultimately serve the customer base of Shenlong Automobile.
Of course, all consumers are more concerned about products. It is reported that on the basis of the existing models, the fuel vehicle of Shenlong Automobile will retain about six products under the dual brands, and enhance the product competitiveness and maintain a stable market scale through brand "family-oriented" modeling upgrade, powertrain upgrade and intelligent networking equipment iteration.
At the 2023 Shenlong Automobile Culture Festival, Shenlong Automobile released its future commodity plan, which will become the first joint venture company to fully electrify new products. According to the plan, eight new energy vehicles will be intensively launched in the next five years to provide customers with various power systems such as BEV, PHEV and REEV. The first new energy vehicle will be launched in 2024.
For the owners and intended customers of Dongfeng Citroen and Dongfeng Peugeot, after the latest changes and adjustments, they should be able to feel more convenient maintenance service outlets and more efficient service guarantee system. For the dealers of Shenlong dual brands, after the reform, they should be able to obtain higher customer reach rate and a wider customer base for returning to the factory for maintenance. For DPCA, in the early severe market environment, it is very important to activate the existing system to obtain greater profit efficiency and improve the flexibility of survival.
Enhance the recognition of consumers, establish a good brand image, and ensure the profitability of dealers. Today, the automobile market is no longer so prosperous, and the car companies hovering at the end hope to seek the survival of the brand through these three aspects. However, there are very few car companies that can really make drastic reforms. When you open the resume of Shenlong Automobile, every innovation makes people shine.
Whether facing the current battle for survival or the future trend of electrification, Shenlong Automobile is making progress bit by bit. Now, a new journey has begun. Perhaps the next step of Shenlong Automobile will not be too easy, but at least the joint venture company will become more and more determined about the future.