Property nanny helps epidemic situation

65438+1October 1 1, FAW-Volkswagen announced its annual sales.

Facing the severe and complicated market environment in 2022, FAW-Volkswagen brand terminals sold a total of 65,438+0,823,577 new cars (including Audi imported cars). Among them, the cumulative sales volume of Volkswagen brand was 1, 04 1, 077 vehicles, up 5.3% year-on-year. In 2022, when joint venture brands generally suffered setbacks, the sales volume of FAW-Volkswagen was even more commendable.

Looking back on the development of FAW-Volkswagen in 2022, it is not difficult to find that digital intelligence and electrification are two magic weapons to promote its sales.

Intelligent innovation of marketing number, continuous improvement of voice volume

2022 is a big year for Volkswagen brand products under FAW-Volkswagen. At the moment when the epidemic situation has multiple impacts on the marketing environment, how to seize the hot spots, create events, realize the continuous leading of brand quantity, and then realize the upward sales volume has become the focus of FAW-Volkswagen in 2022.

It is understood that in the face of the new marketing environment, FAW-Volkswagen pioneered the "iCode Five Refinements" user growth marketing model in 2022. Committed to achieving accurate insight (building an accurate user insight system with full scene and full journey), accurate communication (based on user insight, creating a new link for accurate communication, which is explosive), improving efficiency and intelligence (integrating * * * construction, improving efficiency with full-link intelligence), refined operation (creating user experience surprises, realizing traffic change), and tapping potential and lean (system * * * vibration).

Specifically, around the whole marketing link, FAW-Volkswagen has made many innovations around the core goals such as more accurate public domain delivery, more convenient pan-private domain connection, more active private domain operation, and more convenient clue follow-up.

Among them, in the dimension of private domain operation, in 2022, FAW-Volkswagen brand realized from "dispersion" to "integration", and made major breakthroughs in innovation, interaction, experience improvement, private domain clue cultivation, and cultural and creative income generation. In the aspect of improving user experience, the contacts with app as the main position are iterated on interactive pages, and 70+ pages are iteratively upgraded, OTD &；; The online car purchase experience of ID has realized the transparency of all nodes such as "car selection-car viewing-car purchase-car waiting-car delivery". At the same time, in order to further surprise the user experience, the industry took the lead in building a cloud exhibition hall combining virtual people. Relying on good user experience, in 2022, FAW-Volkswagen brand achieved 6.5438+0.8 million private users, with monthly activity of more than 5 million, ranking among the top in the industry.

In terms of user value mining, FAW-Volkswagen also fully relies on its huge base and active users to tap the value points such as private domain clue cultivation, micro-store marketing and cultural and creative development.

According to reports, through a series of efforts, FAW-DA not only cultivated private domain clues, but also strongly supported passenger flow; In terms of micro-store marketing, car owners and employees were also fully mobilized to promote and realize the first order of 22,000 units; In the development of Wenchuang, 350 scenes of Wenchuang products were developed, and the sales of Wenchuang products reached 70 million.

Establish an identity. Operation center accelerates electrification transformation

In order to better support a series of innovative marketing initiatives of ID. Home, in February 2022, FAW-Volkswagen established an independent organization department ID. Operation center. It aims to create an ID. Experience the ecology, cooperate efficiently internally, and meet the needs of electric vehicle users in a differentiated way.

In order to improve the user experience in an all-round way and further improve the ID experience ecology, FAW-Volkswagen creates ID rights and interests through ID coupons, realizing customers' free choice of sales rights and interests, and providing users with high-awareness rights and interests packages.

In the development of rights and interests products, FAW-Volkswagen has further enriched the rights and interests products of counting points around the customer life circle, expanding from high-value rights and interests products to high-value services, and further improving the user's car experience.

According to reports, in 2022, FAW-Volkswagen successively completed the layout of in-vehicle applications with eco-partners such as Cool Dog Music, Tencent Video, Iqiyi, Ting Yun and Singing Bar, so that users can watch videos, listen to books and listen to music in the car and feel more yuan and rich driving time. Meanwhile, ID. The CROZZ family also pioneered the first brand experience in the joint venture electric vehicle enterprise that the owner can be free of traffic charges for life.

FAW-Volkswagen has created an offline communication contact between brands and users-ID. From the user's perspective. In 2022, ID. The hub expanded rapidly. At present, there are 208 stores and 844 authorized agents. Combined with the coverage advantages of FAW-Volkswagen network layout, it can provide users with a more convenient offline car purchase experience.

In the field of charging, FAW-Volkswagen also provides users with a 360 full-scene charging solution according to their car purchase journey.

Specifically, FAW-Volkswagen provides users with a variety of service modes to meet different customer needs, including CAMS brand overcharge layout, public charging, home charging, one-button power-on emergency protection, etc., to meet users' worry-free charging, nanny-style intimate service, high-quality charging experience and other needs. , fundamentally solve the user's charging concerns and improve the charging experience.

Up to now, there are 8754 online charging terminals of Camace brand overcharge station, covering 140 cities; FAW-Volkswagen Super APP has integrated more than 520,000 domestic public charging piles. At the same time, in order to improve the charging success rate of users' public piles, a public charging white list was established, and 7000+ preferred sites were determined. For the emergency charging scenario of users, FAW-Volkswagen and a third-party company provide users with one-button power-on service. Users only need to place an order through the popular brand APP "Jianyi", and they can enjoy 7*24h door-to-door electrification by charging service personnel.

In terms of user operation, in 2022, FAW-Volkswagen will carry out user operation at different levels according to the characteristics of ID, and carry out differentiated marketing activities exclusive to ID users on the basis of brand user operation activities, and plan ID in 18 city.