Annual output of more than 200,000 long-term desire to create explosive models CS55

With the continuous expansion of the SUV market, both self-owned brands and joint venture brands have shifted their direction of development towards SUVs in recent years, and in the early days there was an explosion of SUVs to support the sales trend of the entire brand, although short-term sales have achieved significant results. But in reality there are many crises and the so-called "don't put all the eggs in one basket." In 2012 Changan Automobile launched the first SUV, the CS35, and also announced that the company officially entered this blue ocean market. In less than 6 years, Changan Automobile has launched three different models of the CS75, CS15, and CS95. What is coming is a big change in the sales structure of the company. The four SUVs have become the main core of Changan passenger cars. It can be said that Changan Automobile's product mix adjustment is successful.

According to the plan, Changan Automobile will take the lead in completing the "odd car" product frame in the SUV series. Under this framework, the newest compact SUV, the CS55, will be launched on July 26. When talking about the future expectations of this heavy model, Gong Bing, vice president of Changan Automobile, told the China Netcom: "The target of the CS55 is not less than 200,000 units in annual production and sales." It is also a hot, compact SUV, and it is a product sequence. At this stage of the finale model, the importance of the CS55 is self-evident. So, how will Changan Automobile make the CS55 a "explosive model"?

In the first half of this year, Changan Automobile experienced a declining sales situation in individual months. It may seem like a crisis. Actually, this is an active adjustment of Changan Automobile's internal product structure and manufacturing structure, and greater changes will be completed in the second half of the year. Through the introduction of the senior executives of Changan Automobile, this is due to the increasing number of products under the passenger vehicle system and the increasing proportion of sales of SUVs. With the listing of the CS55, new potential models are officially introduced to the market, regardless of the past. The manufacturing system and marketing system need to be changed along with the times to boost the CS55 as a new explosive model. How would the 200,000 units be produced and sold that year? Gong Bing proposed four directions.

First, cancel the middle region, establish marketing big data

Chang’an Auto will start the “change” at the marketing level in early July. First, it will establish big marketing data inside the company. To ensure the timely management of the company, Chang’an decided to cancel the middle region and direct the OEM to the distributors. A series of measures will help Changan Automobile and dealers to communicate more directly and realize the timely and integrated management of various data and product distribution.

Second, to leave space, CS55 and CS75 sub-network sales

Secondly, in order to build the CS55 into a detonation product, Changan Automobile will use the sub-net sales model for product output in the future. The two CS55 and CS75 products will be sold separately, avoiding dealers from subjectively choosing to sell good models. To reduce the introduction of another model, Changan Automobile hopes to achieve the joint capacity of the CS55 and CS75, leaving room for each other.

Third, adhere to the high standards of the two core content of products and services

Gong Bing mentioned that it will stick to the core content of "products" and "services." The quality of the product determines how far a product can go, and whether the service is good or bad depends on whether or not Word of mouth marketing can be established. No matter which point, it will greatly affect the future sales of the CS55 and even the entire passenger vehicle. . With regard to services, Changan Automobile has already established a strict standard system from the selection of dealers to sales evaluation. Therefore, Changan Automobile is full of confidence. As for the products, CS55 incorporates many of Changan's latest manufacturing technologies, technology configurations, and designs as final products of CS odd series, so Changan is still confident in this.

Fourth, a variety of marketing methods to create CS55 "explosion models" constitution

Gong Bing disclosed that at the Guangxuan level, Changan Automobile also made some bold attempts for the CS55. In addition to the traditional offline sales by dealers, Changan Automobile will gradually exert power online to achieve online and offline performance. At the same time, accurate marketing and wide publicity will help Changan Automobile to make its products "explosive."

This four-point plan will gradually start from this month. On the one hand, Changan Automobile will boost the sales of the CS55, while the other is to formulate a new model that is more in line with the current and future development direction. Chang’an Automobile is also approaching this way. The distance between consumers is to listen to their practical questions on “why choose Chang’an” and “why do you hesitate Chang’an” so as to further enhance the quality of the corresponding products and services and maintain their superior position in independent enterprises?