SAIC-GM-Wuling’s production and sales exceeded 500,000 in the first half of the year and became a “half-championâ€. Recently, the plant quietly raised its annual sales target.
A single model but monthly sales exceeded 100,000 units, a product market exceeded 1.6 million, more than 1,300 sales outlets with a scale of more than 1,200, and after-sales service extended to all townships or villages in China. GM Wuling, from 2006 onwards, has created one after another industry miracle and has become a veritable "big brother" in China's mini-auto market.
From January to June this year, SAIC-GM-Wuling again delivered a satisfactory answer sheet: The sales volume reached 525,050 units, an increase of 49% over the same period of last year, creating a single-car production and sales record for domestic automakers and becoming a “half-champion†for the auto market. At the same time, the market share exceeds 45%. At present, the auto market entered the July, the national market has slightly declined, but the Wuling minibus and passenger car Le Chi has continued to sell well, showing the situation in short supply.
What kind of energy does this company hold in the end, and can it step into glory? This caused the reporter's curiosity. On July 15th, this reporter walked into Liuzhou, the headquarters of SAIC-GM-Wuling, to explore the answers. Relevant person in charge of the company revealed in an interview that they had already raised the target of 700,000 at the beginning of the year by 100,000 and were confident that they would impact 800,000 vehicles and continue to lead the mini vehicle market.
"Inside and out" first half of the explosive growth
From January to June this year, SAIC-GM-Wuling commercial vehicles sold 492,985 vehicles and sold 320,655 vehicles, totaling 525,050 vehicles sold, a year-on-year increase of 49%, ranking first in the mini-vehicle industry and creating a single domestic vehicle. The company's production and sales records. The average monthly sales of star product Wuling Light (parameter configuration)
Nearly 50,000 vehicles, the number of possessions also exceeded 1.6 million, once again refreshed the sales record for a single platform model. Another celebrity product, Wuling Rongguang, also sold more than 20,000 vehicles a month.
Yang Jie said that the country has successively introduced a series of favorable policies for the automotive industry this year, creating a good external environment for auto companies, and many companies followed the trend and achieved breakthrough development. However, SAIC-GM-Wuling’s products can suddenly generate explosive growth. However, it is by no means accidental. Instead, it is the role of “inside cooperationâ€. In addition to policy factors, SAIC-GM-Wuling has also made great achievements in management, manufacturing, R&D and marketing. effort. In particular, the network layout, the establishment of a logistics system, the improvement of dealers’ sales capabilities, and the increase in brand awareness have also exerted great efforts.
“We have started to promote the marketing service network to counties and townships since 2003. We have established 2S points with sales and service functions in more than 2,000 counties across the country. At present, there are more than 1,300 outlets of this size and above.
This year we launched the 'flight service', which is to set up a fixed maintenance point in the village or town, and to have maintenance staff go to the service once a week or every two weeks. "Yang Jie introduced.
At the same time, they have also been focusing on product word-of-mouth modeling. This year, SAIC-GM-Wuling also launched the “Huimin Action Plan.†On the one hand, it allows farmers to understand the amount and details of car subsidies, and also allows users to better understand the performance of Wuling products. "The better the market, the more the company must focus on the quality stability and the depth of service. Otherwise, you just get the user, but you can't keep the user. For us, both are equally important." Yang Jie believes.
"Every year, we will conduct centralized training for the dealers' marketing department, sales department, after-sales service department, and bosses. Through training, we will continue to enhance and strengthen the terminal's sales capabilities. Therefore, everyone in the SAIC-GM-Wuling system will call training ' Whampoa Military Academy'.†SAIC-GM-Wuling executive and public relations director Cai Yaxi told reporters.
Market “hungry†drives 24 hours production
A reporter from the West Assembly Plant in Liuzhou saw that two production lines were busy and one new car took off the production line. On-duty manager Huang Weiqiang said that all newly qualified vehicles that had been inspected on the line had just been put into the warehouse, and they were rushed away by dealers all over the place. The reporter saw in the parking lot dedicated to the parking of new cars in the factory area that only a few new cars were placed in the huge new car storage space. "Now sales throughout the country continue to boom, and the factory's inventory is almost zero in stock every day," said Wang Yan, head of PR.
In order to meet the blowout situation in the mini vehicle market this year, SAIC-GM-Wuling has fully prepared for capacity expansion. The Liuzhou headquarters and the Qingdao branch of the company continuously optimized and adjusted the pace of production, reconstructed the old equipment of the workshop, reduced the line-stopping rate, and implemented three shifts of full-load production in 24 hours. At present, the total production capacity of the headquarters Liuzhou base has reached 600,000, the engine factory capacity is 350,000, the Qingdao base has a total vehicle production capacity of 300,000, and the engine production capacity is 350,000.
"Big Brother" Leads Impact of 800,000 Targets this Year
According to reports, at the beginning of this year, SAIC-GM-Wuling’s announced sales target was 700,000 vehicles, but from the current situation, there is no problem in completing the task. In response to market demand, they also self-pressurized themselves, quietly increased the target by 100,000, and launched an impact on 800,000 vehicles. How to achieve such a high goal?
Relevant person in charge introduced measures to enhance product competitiveness by strengthening product technology and security, and by sending films
The promotion of a series of brand activities such as going to the countryside, aiding the construction of Pok Oi Health Station, and the improvement of the sales network over the years have made the reputation of Wuling Automobile increasingly better. At present, in addition to continuing to adhere to the principle of “low-cost, high-value†product operation, they will continue to “go on†and increase intensive efforts in rural networks to provide more convenient, fast, and low-cost services for rural users. .
Quick commentary The power of word of mouth
"The Gold Cup Silver Cup is inferior to the people's word of mouth." It can be seen how important word of mouth is to the development of a person or a company and a product.
In the interview process, SAIC-GM-Wuling related leaders always emphasized that the most commonly used word is: word of mouth. Wuling all along the way, relying on word of mouth in the growth, development and breakthrough. According to them, the price of Wuling's mini-vehicles has been very stable, which is more than 2,000 yuan more than that of all other cars of the same class. However, it did not affect the overall sales of the market. The people are still willing to pay for their money, and after they have bought the car, they continue to introduce relatives. Friends to buy Wuling car. In this way, the mass of Wuling Automobile has been spread, and Wuling Automobile has become the boss of China's mini-car market. This is the power of word of mouth.
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