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从“稳态防御”到“敏态进攻”,一汽-大众大众品牌重启体系活力
Core Viewpoint - The transformation of FAW-Volkswagen's Volkswagen brand is a strategic response to the changing automotive market, particularly the emergence of the post-95 and post-00 generations as key consumers, necessitating a shift towards a customer-centric approach in marketing and operations [1][3][10] External Factors - The automotive market is experiencing a significant shift in customer demographics, with younger consumers prioritizing digital engagement, personalization, and convenience in their purchasing journey [3][4] - The entry of new players and internet companies has disrupted traditional marketing strategies, prompting FAW-Volkswagen to innovate and adapt to maintain competitiveness [3][4] Internal Factors - The organizational change aims to support the launch of 10 new models tailored for the Chinese market starting in 2026, which is critical for the brand's future positioning [4] - There is a need to break down existing departmental barriers to enhance operational efficiency and collaboration across marketing, sales, and customer service [4][9] New Customer-Centric Structure - The new organizational structure replaces the traditional "front-end and back-end" model with a more collaborative "front-end, middle-end, and back-end" framework, enhancing overall operational efficiency [5][6] - The marketing department has undergone significant restructuring, with seven sub-departments established to improve customer engagement and streamline marketing efforts [5][6] Customer Operations Transformation - The customer operations department has consolidated various customer experience functions to provide a more coherent and precise service across all customer touchpoints [8] - A new product management structure has been established to oversee the entire product lifecycle, ensuring better resource allocation and decision-making [8] Regional Frontline Enhancements - The frontline teams have been strengthened to better address market and customer needs, with an increase in personnel dedicated to non-sales operations and market management [9] - A dual-channel customer operation mechanism has been introduced, combining traditional communication methods with modern digital platforms for improved customer engagement [9][10] Overall Significance - This transformation is not merely an organizational adjustment but a fundamental shift towards a more agile and responsive marketing system, equipping FAW-Volkswagen to navigate uncertainties in the market [10]
一汽大众再动营销体系,“合资一哥”难解新能源转型困境
Xin Lang Cai Jing· 2025-06-13 10:11
Core Viewpoint - FAW-Volkswagen is undergoing significant organizational restructuring to address challenges in the electric vehicle (EV) market and prepare for an upcoming year of new energy products [1][2] Group 1: Organizational Changes - FAW-Volkswagen's restructuring includes the reorganization of the marketing and customer operations departments to enhance brand influence and customer experience [1] - A new product management department has been established to oversee the entire product lifecycle, ensuring early market input into vehicle development [1] - The company is shifting from a B2B marketing approach to a customer-centric B2C model, aiming to transform its sales management strategy [1][2] Group 2: Market Performance - Despite being a leading joint venture brand, FAW-Volkswagen's market share has declined from 8.5% in 2023 to an expected 7% in 2024, with further drops to 6.8% in the first five months of the year [2] - The sales of its three current EV models totaled only 2% of overall sales, with the ID.6 CROZZ and ID.7 VIZZION experiencing particularly low monthly sales [2][3] Group 3: Product Challenges - The ID.7 VIZZION, once considered a flagship model, has struggled in the market due to its software capabilities not meeting consumer expectations compared to domestic competitors [5][6] - The ID.4 CROZZ has seen a price reduction to 120,000 yuan, but its sales remain low due to weaker product competitiveness against local brands [3][6] Group 4: Consumer Insights - The younger generation (Gen Z) is becoming a core consumer group, requiring new marketing strategies to engage them effectively [7] - Research indicates that traditional joint venture brands have a low preference among Gen Z consumers, who favor new energy brands over established names [8][9] Group 5: Future Plans - FAW-Volkswagen plans to introduce 10 new models specifically for the Chinese market starting in 2026, indicating a commitment to enhancing its product lineup [6] - The company is also developing the ID.AURA model, which will feature advanced driving assistance technologies, aiming to better compete in the EV market [8]