New Ecology Of Driving Industry Value

In 2020, the sudden epidemic situation will superimpose on the downward trend of the automobile market, the shuffle of China's automobile industry will accelerate, the consumption upgrading and the change of consumption habits will make the automobile industry actively look for new growth momentum in the downward trend, and the changes around the user's thinking, consumption scenarios and competitive formats will occur quietly.

In the post epidemic era, facing the brand-new automobile consumption environment, we should have a profound insight into the future trend of change, jump out of the price war of price for quantity, and turn to the value exploration that touches the spiritual level of human and vehicle symbiosis, which has become a brand-new demand for automobile enterprises.

In the face of market changes in the post epidemic era, GAC Honda, guided by the vision 2030 of "creating unlimited possibilities for you to enjoy mobile life intelligently", released the future oriented user value strategy GAC Honda car life total value at the 2020 Guangzhou auto show, including the "commodity value, experience value, and retention value" integrated in the industry based on the in-depth insight into the car trend The three core needs of users provide users with more diversified car values; with the identity of "dream fellow traveler", we can stimulate the power of dreams with users, and provide rich cultural value of CO creation.

It seems simple, but its words are brilliant. This strategy is precisely GAC Honda's in-depth thinking on automobile consumption and in-depth insight into the value trend. It takes the lead in implementing layout in meeting the full value demand of consumers and leading a brand-new ecology driving the value of the industry.

Commodity value: highlight the hard power of products

On the way forward of automobile enterprises, GAC Honda has always been a very unique existence. With the rapid development of 22 years, GAC Honda has become a more user-friendly company. The positioning of "dream fellow traveler" closely connects the brand and the users, encourages each other, achieves each other, and constantly creates value beyond expectations.

It is worth mentioning that the car value is the underlying structure of GAC Honda's full life value. GAC Honda sums up the numerous vehicle value experience points of users before, during and after sales into commodity value, experience value and retention value, which runs through the whole cycle of customers' cars.

Among them, the commodity value is the technical pleasure and product value that users can intuitively feel when driving and riding, which is the cornerstone of GAC Honda's strong competitiveness. For a long time, in order to improve the value of its products, GAC Honda has launched the strategy of "product combination" and constructed the dual power matrix of "Car + SUV" and "sport turbo + sport hybrid" to maximize the advantages of brand collaborative development. At the same time, GAC Honda will accelerate the introduction of funtec technology, continuously introduce hybrid products, and strengthen the "Rui · hybrid alliance" camp.

It is worth noting that, thanks to the strategy of "high-quality products", GAC Honda's models have blossomed in the major market segments: accord has set a benchmark position in the medium and high-end car market; the fourth generation of fit as the top stream of A0 class car market, strength circle of Z generation; the "new star of strength" of domestic intermediate SUV market is firmly in the forefront of "10000 car club"; New Guandao, new generation Lingpai and Odyssey · hybrid occupy the sales heights of their respective market segments.

With the continuous contribution of many products, GAC Honda will step into the camp of 8 million car manufacturers in 2020. According to the latest data, in December 2020, GAC Honda sold about 98000 vehicles, a year-on-year increase of 45.7%; in 2020, the annual cumulative sales volume was about 808900, with a year-on-year growth of 5.7%, a record high. It is worth mentioning that in 2020, the market share of GAC Honda in the domestic automobile market will increase by 5.3% year on year.

Behind this dazzling achievement is the strict quality control system, which provides strong support. In October 2020, J.D.Power released the "2020 China new car quality research SM (IQS)" survey report, GAC Honda won the mainstream car market No.1, among which the 10th generation Accord won the first place of medium-sized high-end cars, and the new crown road won the first place in the large-scale SUV segment market.

Experience value: grasp the new connotation of service

In addition to high-quality products, in the face of fierce market environment and diversified marketing, GAC Honda actively seeks change. Its understanding of service has always led the development of the industry, and constantly endows users with higher experience value, which is also one of its winning magic weapons. In 1998, GAC Honda introduced 4S stores, and introduced Honda's globally unified service standards into China for the first time, which provided reference and learning objects for domestic automobile sales and service at that time.

GAC Honda, which has been deeply engaged in the Chinese market for 22 years, has continuously promoted the construction and transformation of high standard franchised stores. At present, its network layout has covered the fifth tier cities, with more than 600 franchised stores. Through the improvement of internal satisfaction detection system, the upgrading of the brand image of franchised stores, the enhancement of service personnel's ability, and the linkage of sales and after-sales service, it covers users' pre-sale, in-sales and after-sales service linkage A series of after-sales services optimize the user's experience in car life.

It is worth mentioning that in 2020, in order to cope with the impact of the epidemic, GAC Honda fully applied digital technology, deepened digital interaction, and reconstructed the communication scene between sales service system and users. For example, GAC Honda upgraded the cloud exhibition hall of GAC Honda by using the digital interactive technology of the fourth generation fit launch conference, and created a vehicle model 100% consistent with the actual vehicle by using 3D modeling technology In the cloud exhibition hall, users can see the dynamic and static display of the whole vehicle system comparable to the real car.

Pioneers always have accurate insight into trends and respond to the needs of a new generation of consumers. Based on the original concept of the relationship between people and vehicles, GAC Honda reorganizes the relationship between people, vehicles and automobile enterprises. As early as 2019, GAC Honda launched a brand new service brand, fun Link creates and enjoys car life with people and cars as its dual core, including "satisfied trust", "smart intelligent convenience", "social social social networking" and "sharing to create and share". It expands the connotation and extension of the service, and builds a new relationship between people and vehicles, and people to people relationship, and jointly creates new value.

Under the guidance of the four core concepts, GAC Honda has continuously launched new service measures, including launching fun shopping eco-friendly public welfare activities, accelerating the promotion of special store door-to-door pick-up and delivery, transparent service E-body and other services. Meanwhile, it has carried out the pilot activities of CO creation and sharing of franchised stores to further innovate the 3.0 service mode.

Over the years, GAC Honda has made great achievements in the field of service, ranking second and third respectively in the 2020 Sales Satisfaction (SSI) and after-sales satisfaction (CSI) research reports launched by J.D.Power, and won the joint venture brand No.1 in the evaluation results of automobile users' after sales satisfaction (cacsi) in 2020.

Keeping value: creating core competitiveness

As a part of GAC Honda's "full value of car life", experience value and commodity value jointly promote GAC Honda's sustained and high-quality development. The "retained value", that is, the asset value brought about by the user's ownership of GAC Honda, is the most differentiated added value provided by GAC Honda to users, and has become an increasingly important core competitiveness of GAC Honda in the future.

In order to deeply explore the retained value, GAC Honda has jointly launched a series of innovative financial products, such as "value preservation and financing" products, which highly combines automobile finance with value preservation and repurchase, so as to bring greater benefits to users with the advantage of high value preservation rate. At the same time, GAC Honda further extended the used car online photography platform for franchised stores, providing users with efficient and professional vehicle evaluation experience.

In the red sandalwood award of "2020 China automobile value preservation rate list", GAC Honda brand and its several models have made outstanding achievements in the value preservation rate list of each market segment. GAC Honda won the second place in the value preservation rate list of manufacturers, and a number of its models have won the top three in the list of value preservation rate of their respective market segments. Among them, accord and fit have won the first place in the list. "Insight report on consumption trend of automobile stock market" shows that GAC Honda ranks second in the top 10 list of new car brands concerned by replacement users, and ranks first in mainstream car market brands.

Under the three-year cycle of car change rhythm, the value preservation rate has become an important indicator for consumers to consider when buying a new car, and it is also a specific embodiment of a car in the value level. To some extent, GAC Honda's high value preservation rate is the recognition and affirmation of its efforts in brand, product, quality and word-of-mouth.

Create cultural value together: one's love becomes the feelings of a group of people

If the car value composed of products, services and high value preservation is the underlying logic of GAC Honda's full life value, then co creating cultural value as its top-level design is an important link to condense users, reconstruct fan relationship, establish brand-new ecology and give GAC Honda users more spiritual value in the new era.

Different from the traditional car companies that only rely on products and after-sales to maintain customers, GAC Honda has created an "alternative relationship" with its users: through such forms as manic dream Festival and car owners acting in micro film documentaries, GAC Honda provides a stage for car owners and fans, and owners and fans also enjoy the "home", turning a person's love into a group of people's feelings, so that the brand and users can have a better relationship With the common love and belief, he has formed a deep relationship.

Truly integrate into the brand emotionally and form a strong sense of identity. The commitment of "one day guangben, lifelong guangben" is deeply integrated into the blood of guangben owners. Based on the strong product force, to create a stronger brand power, this is the channel for a car enterprise to achieve greater breakthrough after it has developed to the mature stage.

Zheng Heng, executive deputy general manager of GAC Honda, once said: "GAC Honda will always, under the guidance of dreams, resonate with consumers with a younger image, a more contemporary communication mode, and a more creative and dynamic experience mode, so as to stimulate the power of dreams and become a true" dreamer. ".

The tide of a hundred years has not yet fallen, and the wind has risen and set sail again. Facing the future, GAC Honda will upgrade its dimension with comprehensive value, continue to provide users with the covering "full value of GAC Honda car life" in the whole car cycle, create a new value experience, speed up the transformation to lead the next new era with the user value as the guide, lift the dream upward and realize win-win situation in all parties.

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