Author: Han Xiao
November 22, the seventeenth session of the Guangzhou auto show kicked off. Changan Mazda MAZDA3 Angkesaila also bring next-generation debut. In the remainder of the exhibition, Mr. Toru Nakajima, president of Changan Mazda Automobile Co. and Changan Mazda Motor Sales Company Executive Vice President Mr. Wang Jinhai interviewed by car every day and other media, and on aspects of brand marketing, sales strategies, development strategy the communication.
brand strength is the development of the Road
cold face of the automobile market, Changan Mazda’s sales declined, from a product point of departure, Mazda3 Angkesaila from the listing date has been five years, is in the final stages of the product life cycle, sales of the product itself and not as up as “double Tian” brand, which, Nakajima Toru show that Changan Mazda sales away simply not going to lower prices, but will not give up their own unique product value, Changan Mazda is now considered the future sustainable development. “Even at the end of the life cycle, we still insist on providing value products to our customers.” Said Toru Nakajima. Referring to Honda, Toyota sales rise posture, Toru Nakajima is also very “modest”: “We learn from Toyota, Honda respect to a lot of things is very useful now it appears that Chinese consumers are more and more attention to brand strength. of. “
Mr. Toru Nakajima, president of Changan Mazda automobile Co., Ltd.
cash MAZDA3 Angkesaila as listed five years, post products performance powerless, but for the next generation of high-rise Changan Mazda MAZDA3 Angkesaila intimate knowledge, on November 21, the car broke down, “China car of the year” award, which proves the car in a pivotal position in the market. It is worth mentioning that there are up compared to the previous price of new cars. Seen in this light, Changan Mazda has not only the amount of improvement in brand power is also a qualitative leap. “In September of this year, we put the next generation MAZDA3 Angkesaila, now our resources in short supply, and now the state is in line with the expectations we had planned.” Toru Nakajima said.
for the next generation should MAZDA3 AngkesailaSeek
just won the “2020 China Car of the Year” next-generation MAZDA3 Angkesaila, Changan Mazda booth is undoubtedly the most dazzling star. As a new generation of Mazda brand products cluster starting model, its equipped with a “soul moving 2.0” design philosophy and upgraded version of the “SKYACTIV TECHNOLOGY SkyActiv” and beat the pack, in one fell swoop nominated for the “2020 China Car of the Year” and “2020 China car design of the year “two-three, taking gold and silver double award, this result proves Mazda’s new generation products full of fighting.
when in short supply among the island Che Ti to the word, Changan Mazda Motor Sales Company executive vice president Wang Jinhai added: “The next generation MAZDA3 Angkesaila listed so far less than two months, orders have more than ten thousand. and the million orders we have no delivery of the vehicle, the whole state is now in short supply. “Wang Jinhai then show that the end of November Changan Mazda will take a series of measures, with dealers, suppliers, logistics to do the whole linkage.
Changan Mazda Motor Sales Company Executive Vice President Mr. Wang Jinhai
According to Wang Jinhai introduction, the Mazda 3 Angkesaila 2.0L cash row only a percentage of sales accounted for 10 -15 percentage amount, more users choose 1.5L. The next generation MAZDA 3 Angkesaila listed so far, overall orders showed that the percentage of 65 -70 percent 2.0L displacement selected by the user, the data also reflects the changes in consumer demand for cars, today’s users are more concerned about is a high-quality driving experience.
this year 1–10 months, China’s passenger car market growth of minus 10 percentage, and next-generation MAZDA3 Angkesaila market less than two months to reach over ten thousand orders results, also reflects tight market its products not to be underestimated force, to date, MAZDA3 cars in the world has sold more than 6 million, cumulative sales in the domestic market has exceeded 1 million, while in other brands trying to reduce inventory time, the next generation MAZDA3 Angkesaila also preparing a series of measures to achieve balance between supply and demand.
the consumer perception in the first place
Changan Mazda has been adhering to the “people-oriented” concept of development, strengthen users, distributors and manufacturers of emotional ties during Changan Mazda also always put the consumer’s perception in the first place. Turning to channel construction practices, Wang Jinhai said that Changan Mazda always adhere to the “small businesses, multi-network, multi-mode, fill in the blank,” the concept of the channel. Not blindly increase the number of dealers, but like-minded states with existing distributors to reach to the same values as the basis, through cooperation to achieve the relatively healthy state of considerable profits face. In addition, Changan Mazda will be channeled through multi-mode mode in order to reduce the cost of a series of investment dealers, sinking to four hundred fifty-six line fill gaps, which make up the gap to customer service. Such a channel strategy really give Changan Mazda is not a small customer base and revenue.
provides a unique value of the product
in a small scale
brand value marketing Changan Mazda has been advocating in marketing the values, and the current size of Changan Mazda sales in China of only ten million, only 0.5 percentage to 0.6 percent market share, such a small scale if you want to survive, they must have their own business philosophy. In Toru Nakajima opinion, the value of the brand marketing and brand promotion does not contradict the future, as long as the percentage of 1 to 1.5 percent market share, you can put Changan Mazda’s unique value passed very well, if the future can do 3 percentage even 5 percent level, Changan Mazda and now may be very different approach. But high goals take a long time to precipitation, while Changan Mazda main task of the moment is to provide unique value through efforts to add more like the Mazda fans. Changan Mazda in the future will not blindly pursue the scale, but on the development of the concept and production vehicles, build strong emotional ties and fans by offering unique value. Future development will still continue to adhere to the brand marketing value, so that the value of the product only Changan Mazda can provide. Chong Chi blue sky, such as the development of vehicle construction technology, the technology will have its uniqueness can not be copied.
Changan Mazda Automobile Co., Ltd. Mr. President Toru Nakajima
in the future will create a healthier interior environment
blink of an eye in 2019 drawing to a close, the overall situation of the automotive market have been relatively obvious, for Mazda, next year’s development strategies need to be fully prepared, whether it is a new product technology and product reserves, also for the next year or market anticipation is crucial. On specific measures, Wang Jinhai representation from Mazda’s point of view, from the three-point start to do the whole job, first of all Changan Mazda plans to use a product in 2020 to create a conducive environment for the growth of local series.
As for how to do it, Wang Jinhai also expressed his thoughts, the next generation will be the Changan Mazda MAZDA3 Angkesaila as a starting point to create internal relatively stable, healthy and conducive environment for growth. Changan Mazda will be the seventh generation products to lead in 2020 to do a good job.
Finally, Wang Jinhai talked about the operations, all of Changan Mazda operational processes are deployed around the customer, to provide customers can bring value to the standard, the immediate field to achieve “unity of men.”
[ 123] has been Changan Mazda insist on creating more quality of life for car users, whether it is “people-oriented” development philosophy, or “Chong Chi blue sky” technology, superior strength, are regarded as strong evidence of its . “Never give up sales to product value” for such a small brand, consumer perception over the interests, is another unique value delivered. This time through communication, we see the Changan Mazda perseverance and innovation, we have heard the views of Changan Mazda and planning for the future of the market, we feel its unique ride road development in China’s determination and confidence.