Core Insights - The luxury car market in China is undergoing significant transformation, shifting from "scale expansion" to "high-quality transformation," driven by electrification, intelligent competition, and changing consumer demands from "brand worship" to "experience first" [1][4][16] - FAW Audi, with over 30 years in the Chinese market, has implemented a comprehensive marketing system reform, positioning itself as a leader in understanding Chinese consumer needs and setting a benchmark for industry transformation [1][6][16] Industry Transformation - The Chinese automotive industry is experiencing deep transformation characterized by electrification and intelligence, with new energy vehicle production and sales exceeding 10 million units in the first three quarters of the year, achieving a penetration rate of 46.1% [4][16] - The shift in consumer behavior towards upgraded demands, online decision-making, and diverse experiences poses significant challenges to traditional production and sales logic [4][6] FAW Audi's Marketing Strategy - FAW Audi has adopted a marketing system reform as a key strategy to navigate the market challenges, focusing on insights-driven direction and innovative solutions [6][7] - The company emphasizes a customer-centric approach, integrating marketing and sales processes to ensure that customer focus is embedded throughout the entire operation [6][8] Performance Metrics - In September, FAW Audi achieved sales of 58,323 vehicles (including imports), a year-on-year increase of 13.5%, with a 2.9% growth in market share for domestic luxury fuel vehicles [10][12] - During the National Day and Mid-Autumn Festival, FAW Audi recorded 26,838 orders, reflecting a 35.9% year-on-year increase, showcasing the effectiveness of its marketing system reform [12][10] Future Outlook - FAW Audi is committed to expanding its dealer network, with plans to add 28 new dealerships by 2025, focusing on penetrating untapped markets [15][17] - The company aims to transform single transactions into long-term emotional connections with customers, establishing a new starting point for sustainable operations [16][17]

Core Insights - The automotive industry is experiencing a shift in consumer behavior, with demands for upgraded needs, online decision-making, and diversified experiences, prompting a change in production and operational logic [1] - FAW Audi is implementing a customer-centric marketing system transformation, guided by the strategy of "product innovation serving the market, and marketing transformation serving customers" [1] Group 1: Marketing System Transformation - The transformation emphasizes a systematic management structure that integrates marketing and sales across the company, facilitating coordinated strategies from headquarters to regional levels [1] - The marketing operation system is led by an integrated marketing department, with new retail marketing and brand public relations departments executing strategies to enhance connectivity between marketing and sales [1] Group 2: Sales Performance - In September, FAW Audi achieved sales of 58,323 vehicles (including imports), marking a year-on-year increase of 13.5%, with a 2.9% rise in market share for domestic luxury fuel vehicles [1] - During the National Day and Mid-Autumn Festival, FAW Audi showcased the advantages of its transformed marketing system, achieving 26,838 orders, a year-on-year increase of 35.9% [2]

Core Insights - The article highlights the significant sales performance of FAW Audi during the traditional peak sales season, achieving 26,838 orders during the National Day and Mid-Autumn Festival, representing a year-on-year increase of 35.9% [1][6] - FAW Audi's success is attributed to a recent marketing system transformation aimed at enhancing customer-centricity and operational efficiency, which has allowed for a more integrated approach to marketing and sales [1][5][6] Group 1: Sales Performance - FAW Audi achieved 26,838 orders during the holiday period, marking a 35.9% increase compared to the previous year [1][6] - In September, FAW Audi sold 58,323 vehicles (including imports), reflecting a year-on-year increase of 13.5%, with a 2.9% rise in market share for domestic luxury fuel vehicles [6][7] Group 2: Marketing Transformation - The marketing transformation is guided by the strategy of "serving the market with product innovation and serving customers with marketing change," focusing on enhancing product competitiveness through a combination of reasonable introduction and self-research [2][3] - The new marketing approach emphasizes a customer-centric model, aiming to improve customer experience and engagement through innovative and direct outreach methods [3][5] Group 3: Future Outlook - The marketing system transformation is expected to enhance sales efficiency and customer experience, preparing FAW Audi for the upcoming launch of a new product lineup, including advanced electric vehicles [7] - The new manufacturing base, utilizing intelligent production and green manufacturing technologies, will integrate resources from the German headquarters and local R&D, promising higher standards and quality for domestic electric products [7]

Core Viewpoint - FAW-Volkswagen aims to leverage the "1511" strategy to ensure successful launches of new energy products, enhance marketing efforts, and improve customer operations while transitioning to a direct sales model [1][3]. Group 1: Milestones and Achievements - FAW-Volkswagen is approaching the significant milestone of producing its 30 millionth vehicle, becoming the first passenger car manufacturer in China's automotive history to achieve this feat [1][3]. - The company has undergone a major transformation in its sales structure to support the implementation of the "1511" strategy, which is essential for future growth [1]. Group 2: Marketing Innovations - The traditional marketing model is being reformed to meet the demands of younger consumers and digital technology, focusing on transparency, convenience, and personalized experiences [3][5]. - A new organizational structure has been established to streamline customer feedback processes, allowing customer voices to reach decision-makers more efficiently [5][6]. - The marketing strategy emphasizes a customer-centric approach, with a focus on enhancing interaction through new communication methods and content [5][8]. Group 3: Organizational Changes - The restructuring involves over 50% of the organization, creating a new marketing battle system that supports both current operations and future growth [5][6]. - New departments such as the Market Department and Customer Operations Department have been created to better address customer needs and improve service standards [5][11]. Group 4: Digital and Channel Strategies - FAW-Volkswagen is enhancing its digital marketing efforts, establishing a comprehensive new media matrix to engage younger customers through platforms like Douyin and Xiaohongshu [6][8]. - The company is innovating its sales channels by introducing flexible models such as lightweight networks and satellite stores to improve customer access to services [9][11]. Group 5: Service Enhancements - The after-sales service has been upgraded to the "Craftsmanship Service" model, offering a comprehensive plan that includes lifetime warranties and transparent repair processes [11][12]. - A unique "dual-channel operation" model has been introduced, providing customers with dedicated consultants through phone and WeChat for 24-hour service [12][14]. - The "Volkswagen Old Friends" program has been launched to strengthen customer relationships, creating a brand IP that emphasizes trust and companionship [14]. Group 6: Future Outlook - The achievement of 30 million vehicles symbolizes a new starting point for FAW-Volkswagen, which will continue to innovate its marketing system and enhance customer service to prepare for the next phase of growth [14].

Core Viewpoint - The company, FAW Jiefang, has initiated a transformation of its marketing system, emphasizing the urgency and necessity of this change [1] Group 1: Marketing System Transformation - FAW Jiefang held a conference on July 3 to discuss the deepening transformation of its marketing system [1] - The General Manager and Deputy Secretary of the Party Committee, Yu Changxin, outlined four specific requirements for the transformation: 1. Unify thoughts and recognize the urgency of the marketing transformation 2. Innovate while adhering to core principles, accurately grasping the essence of the transformation 3. Engage actively in the implementation of various transformation tasks 4. Maintain stability to ensure orderly operations during the transition period [1]