Faced with a market where user ecological operations are increasingly important, this is what FAW Toyota does

[Autohome News] On August 18, the "818 China New Automobile Consumption Forum" hosted by the China Association of Automobile Manufacturers and hosted by Autohome was grandly held at the Changsha International Convention and Exhibition Center in Hunan. Wang Jinwei, director of the Customer Development Department of FAW Toyota, gave a speech. He said: The fundamental of social marketing is that there is no community without participation, no community without customer retention, no marketing without customer retention, and those who retain customers will win the world. The following is the transcript of the speech:

"Wang Jinwei, Director of Customer Development Department of FAW Toyota" Dear guests and friends, good afternoon! I am Wang Jinwei from the Customer Development Department of FAW Toyota. FAW Toyota Customer Development Department was established on May 15 this year, less than 100 days ago. Thanks to the organizing committee for the invitation, let me share with you how to operate customers in the automobile stock market. My sharing is divided into five parts. First, let’s introduce FAW Toyota. FAW Toyota was established in 2002, and FAW Toyota Sales Company was established in 2003. From the first car to the present, FAW Toyota has gone through 18 years and gained the trust of more than 8 million customers. FAW Toyota's slogan is "Pursue truth to the extreme", which means: adhere to truth and pursue perfection. "True" refers to the values ??of the FAW Toyota brand, which represents FAW Toyota's authenticity, sincerity and sincerity. "Treating people with the utmost respect" is also FAW Toyota's way of hospitality. "Extreme" refers to the methodology of the FAW Toyota brand, and "extreme car-to-car" means that FAW Toyota will do its best to do its best whether it is where customers can see it or where they cannot see it. The second part is community. If you search for the word "community" on the Internet, you can get 68.9 million search results. It can be said that this word is "really fragrant". When it comes to community, what brands can come to mind? Perhaps it’s Xiaomi, which just celebrated its 10th anniversary. I believe many people have read the book “Sense of Participation” they launched, and it left a deep impression on me. In addition, you can also see today's new car-making brands. Like Xiaomi and others, they all have the same characteristics: they focus on direct customer contact and operational customers. What is the essence of community operations? Although today is the home of Autohome, I think the main focus of community operations is private traffic, and the concept of private traffic is autonomous, controllable, and reusable. Traditional marketing is to serve the B-side and develop the C-side. According to the perspective of people and goods yards: traditional marketing is to put goods yards first. The era of social marketing focuses on: scenes, content, communities and connections. The essence of the market is people-field orientation - the core factor of people, and customers emphasize participation, activities, sharing and dissemination. FAW Toyota cannot just sell products, but more importantly, involve customers. This is the essence of customer operations in the community era. Therefore, there are three key words for community operation: connection, empowerment and value fission. "Connection" must be a connection between people, not a connection between people and enterprises. For example, if a user downloads an App, relevant staff will contact you after downloading. In the social era, the connection must be through people, and through the company's employees and customers. "Empowerment" refers to value recognition from the customer's perspective. Only when a company identifies with its customers can customers in turn identify with the company. FAW Toyota emphasizes giving to customers first, rather than taking from customers first. As for "value fission", as Drucker said, it is a natural result of empowering enterprises, which achieves FAW Toyota's referral and customer participation, and then spreads it. Therefore, operating a community is equivalent to building a brand. The operation of "community" closely connects the company's brand with specific people, rather than making the company look like an abstract organization. In the community era, the environment and issues faced by the automotive industry can be condensed into two keywords: one minus and one plus. "Decrease" refers to FAW Toyota's sales - in 2020, FAW Toyota's sales have declined for three consecutive years. "Growth" means that FAW Toyota's customer base is gradually growing and has reached 270 million existing customers. This is the basis for FAW Toyota to operate well in the community era. For traditional models, operating customers face four issues. The first is the business model, which needs to be transformed from "2B2C" to "2C2B"; the second is the problem of slow corporate response to customers, because FAW Toyota lacks the means and tools to directly connect with customers, and lacks the culture and system to directly connect with customers; The third is insufficient digital capabilities, and various businesses have failed to realize online and digitalization. The fourth is lack of data and no closed loop, which is specifically reflected in the failure of data to connect the entire business chain. The problem that FAW Toyota is facing now is that there are many users, but they are not using it. It is like "sitting on a golden mountain, eating steamed buns, holding a golden rice bowl and begging for food." FAW Toyota's user expansion is still in the early stages of exploration, and we hope to communicate more with experts and scholars. FAW Toyota's customer operation strategy follows the dual funnel model of customer acquisition, retention, and fission. FAW Toyota's traditional sales focus on public domain traffic, while retaining customers such as car owners and members. Private domain traffic is another main battlefield - building a private domain traffic pool and creating a business model for the customer ecosystem. FAW Toyota's goal is to build a global asset management platform and achieve the goal of being number one in the industry through the four strategies of "directly connecting customers, operating customers, empowering customers, and value fission". The significance of building a customer ecosystem is to transform FAW Toyota from focusing on customers' needs for cars to focusing on customers' more front-end needs. FAW Toyota cannot just focus on cars, because users’ needs for cars are limited, while customers’ needs for life are unlimited.

"Toyota World Mini Program" and "Fengxianghui" are powerful tools for FAW Toyota to directly connect with customers. Among them, "Toyota World Mini Program" is launched for potential customers, while "Fengxianghui" is mainly targeted at existing customers. In addition, FAW Toyota has also launched a membership day system. The last day of each month is the membership day that FAW Toyota focuses on. The official will create a variety of online activities for members and link up with 660 offline dealers at the same time. Everyone should have deeply felt the power of community management during the epidemic. With reference to community grid management, FAW Toyota will launch safety steward ambassadors, who are account managers who provide customers with warm services and create value. FAW Toyota will also integrate online and offline businesses through OMO to achieve online business. Empowering customers means establishing a brand ecosystem. By meeting customer needs and actively cooperating with customers, FAW Toyota will achieve coverage of customers' daily necessities, food, housing, transportation, schooling, shopping and travel in the future. Finally, there is value fission. For example, the 70-year-old car owner who has purchased FAW Toyota models for 15 years represents the most loyal user of FAW Toyota; and the loyal family who has purchased 7 FAW Toyota models successively is also a typical loyal user. What do these mean? Value fission is the natural result of FAW Toyota's direct connection with customers, operations and customer empowerment. Letting customers experience the joy of car ownership is FAW Toyota's corporate vision. From January to July 2020, FAW Toyota achieved sales of 430,000 units, a year-on-year increase of 4.7%. In addition, FAW Toyota also achieved five consecutive Toyota Global Service Gold Awards in 2020, and Toyota is the only brand in the world to win this honor five consecutive times. At the same time, FAW Toyota's customer loyalty is gradually improving, with the latest data showing it is close to 20%. Finally, to sum up in one sentence: In the stock era, the fundamental of social marketing is that there is no community without participation, no community without customer retention, no marketing without customer retention, and those who retain customers will win the world.

(Compiled/Auto Home? Ma Aijun)