It is only the first step of SAIC passenger car marketing reform to plant grass for users on Little Red Book and Mile Mile.

Reporter: Lin Andong Photography: Lin Andong Image Source: Enterprise official: "Everything is for sales, we use sales to defend dignity". "In the first half of this year, the share of independent brands in the whole China automobile market is increasing. However, for our Roewe and MG brands, we just stabilized. " Sun Yijiong, deputy general manager of SAIC passenger cars, said, "In the second half of the year, Roewe and MG will have many new cars on the market." It is understood that in addition to the new third-generation Roewe RX5/ Super Hybrid e RX5 that has been pre-sold, Roewe also plans to launch pure electric iMAX8 and seven-seat SUVRX9 in the second half of this year. In addition, the pure electric vehicle MG Mulan of MG brand and the first model of Black Label are planned to be listed this year. "In the second half of the year, in addition to intensively launching models, the transformation of the marketing system will also be an important task for us, which will definitely increase market share." Son Ye Jin said. The focus of marketing has shifted from offline to online. In the past, car companies had to promote a new car, hold a grand conference, and then attract users to the store through offline "advertising walls" and "leaflets". Nowadays, with the change of user groups and user habits, the efficiency of traditional marketing is getting lower and lower. The COVID-19 epidemic has changed people's living habits and reshaped the marketing model. At this year's SAIC mid-year cadre conference, Chen Hong, chairman of SAIC, pointed out: "The emergence of contemporary young consumer groups is leading to the invalidation of the traditional marketing model and reach mechanism of car companies, which makes the market more and more subdivided and requires higher and higher marketing accuracy. Therefore, we should have a new understanding of users and adopt new ways of playing. In essence, it is necessary to accelerate the transformation of business model, from the past ToB to ToC. " "Now users are increasingly inclined to accept information through emerging platforms and then go to the store to see the car." Liu _ "Facts have proved that most of our sales leads come from offline stores or vertical media such as' car home' and' Easy Car'. Now, we are operating a new platform so that different users on different platforms can access our brand. " "It is difficult for a user to place an order at once, and it needs to be reached many times. Generally, the number of touches is greater than or equal to 6, and users are willing to enter the store. " Zhao Mengjie, Marketing Public Relations Director of Roewe Brand Marketing Department, said, "The whole sales process is like a big funnel. There are many links in this process, from the initial acquisition of sales leads to attracting users to the store, and then to the final transaction. Expanding the operation of the new media platform not only expands the upper base of the sales funnel, but also increases the number of times users arrive at our products, and the conversion rate of clues into transactions has also increased. " Hang Hai, general manager of MG Brand Division, said: "MG brand is investing in operating platforms used by young people such as Bi Li and Xiaohongshu. In addition, we will also increase the number of times to reach users through the publicity of some major events. For example, MG's 654.38+100,000 car went to sea, and MG's new black label car, MGCYBERSTER, let more users plant grass through these big events, thus expanding the upper layer of our sales funnel. " At present, Roewe brand can get 3,000 to 4,000 sales leads every month from live broadcast platforms such as Tik Tok and Tmall. The number of fans in Roewe's official live broadcast room has reached1672,000. In June, 1, 2 1, 79 sheets were harvested, exceeding10.05 billion exposures. In May this year, Roewe also launched a new product number of new energy vehicles on the Tik Tok platform-SAIC Roewe New Energy, which currently attracts 3 1 10,000 people and received 2,400 orders in June. "A few years ago, Roewe maintained its daily operations on Weibo, WeChat and Tik Tok platforms. Starting this year, we set up a team to take charge of this content. At the same time, we also added some popular platforms, such as Bi Li Bi Li, Xiaohongshu and Aauto Quicker, and established a new media marketing matrix. Through the unremitting efforts of the team, the ranking of Roewe's Tik Tok in Tik Tok has risen from the original 28 th to the 4 th. " Shilin, head of Roewe's new media team, said. For Roewe and MG brands, the expansion of the upper level of the sales funnel is only the first step. How to turn the sales leads collected by the upper level into the actual customer flow step by step and finally clinch a deal is even more important. "In the sales funnel, any link that is not done well will affect the final order conversion efficiency." Liu _ said, "We have a set of tools to monitor every link in the sales funnel in real time and set KPI (key performance indicator), thus improving the conversion efficiency from traffic to retention and finally to sales." According to the research report of J.D.Power, in recent years, the proportion of consumers who make an appointment for test drive online is increasing. The data shows that the proportion of consumers who decided to buy during the test drive increased from 202 1 15% to 2 1% in 2022. Faced with this change, in the sales funnel, the ability and level of sales consultants to serve users in the store for test drive will become crucial. Sun Yijiong said: "Our two brands attach great importance to the quality of test drive. It is roughly estimated that after the user has experienced a relatively good test drive experience, our transaction rate can reach 50%-70% at most. " It is understood that Roewe brand launched a test drive quality evaluation system at the end of July, which can automatically generate each test drive report of different models. For example, the highlights of the new third-generation Roewe RX5 are the movable large screen, quiet interior and excellent intelligent driver assistance system. Whether these functions are started during the test drive will be recorded in the report, so as to supervise the dealers to better lead users to experience the highlights of the new car. "In addition to stricter supervision of dealers, we will also train dealers." Son Ye Jin said, "For these new marketing forms, including live broadcast, dealers have a lot of learning needs. While establishing a new media marketing matrix, we are also helping distributors to improve their capabilities in this area. Roewe has recently held several live guidance meetings for dealers, and MG has also trained dealers in this field through some professionals. At the same time, we are gradually establishing a rating system for sales consultants for dealers, which can motivate excellent sales staff. " Over the past year or so, Roewe and MG brands have also helped dealers improve their ability to sell financial products. By selling automobile derivative financial products, dealers can get rich rebates, and also allow more users to return to the store and improve the after-sales output value. "The work done at present is only the beginning, and the follow-up needs to be redoubled. Only by continuous improvement and optimization can it be finally reflected in sales. " Son Ye Jin said.