With the effective control of the new coronary pneumonia epidemic in china, the resumption of labour in major vehicles has become a topical issue. However, as the epidemic is still not completely eradicated, an exclusive interview with the deputy general manager of south-east motors by executive director ho hongwei and xue fong, which was conducted by telephone, allowed for in-depth communication on the return of businesses to work, innovative marketing initiatives during the epidemic, and overseas market sales。
This year, which coincides with the twenty-fifth anniversary of the establishment of the south-east automobile industry as one of the early autonomous brands of the chinese automobile industry, while deep-ploughing the chinese market has been accompanied by very fruitful operations in overseas markets, as reported by general xue fong: “in the first quarter of this year, south-east automobiles reached 3,500 out-sale orders, delivering approximately 1100, an increase of 210 per cent over the same period.”
In his interview, xue fu also mentioned that south-east car sales had a distinct character and that, although they had started late, they had developed more rapidly. Foreign spending increased by up to 440 per cent in 2018 and nearly 80 per cent in 2019, a performance that was particularly impressive during the current “crawling of the city”. “getting out” is a common goal and vision for autonomous brands, while south-east automobiles demonstrate the strength and determination of enterprises to move towards global markets with excellent export performance。
Tradesmen's spirit is a 25-year-old faith in south east motors
Internews: this year marks the twenty-fifth anniversary of the establishment of the south-east automobile
South-east cars have been pursuing their quality and continuous innovation in the user experience for 25 years, and this year we will launch a series of branding activities that will make south-east cars a model for shut-down businesses, based on a spirit of fine craftsmanship and the pursuit of quality。
At the same time, south-east automobiles will be organizing a series of related events this year around the twenty-fifth anniversary, which will bring to the public and the media the fruits of our branding through 25 years of interest and innovation。
The epidemic has had a small impact on the domestic market for south-east cars, and overseas markets are growing
Internews: the new coronary pneumonia epidemic has had a very severe impact on the chinese automobile market, and has the south-east vehicle adjusted some of the previously established market plans and targets? What do you think of the market this year
Xue fong: the epidemic must have had an impact on the chinese automobile market, and south-east cars as part of the industry are inevitably affected. In february and march, the overall performance of the epidemic was limited in terms of the impact on south-east vehicles, and we will not make much adjustments to our annual targets, gradually boosting the delivery of products in a sub-market, in the broad direction of the “triangulars”, i. E., domestic, foreign and new energy operations. In addition, south-east automobiles will further upgrade marketing management, training and, above all, technical support and service security to make these landings possible。
After the outbreak, i judge that there will be a small surge in the market and a gradual recovery of market confidence. In terms of data, march is much better than february, which, of course, requires a process. However, we are also working on the future direction of south-east automobiles, given that future competition in the automobile market will be much more intense, with a matai effect, stronger and weaker。
In the future, south-east automobiles will also continue to advance the global landscape by expanding overseas markets, increasing overseas market ownership and further increasing export sales. Of course, the global epidemic is still spreading, but it has not had a significant impact on south-east cars, and our overseas performance is continuing to grow。
Innovative marketing and promotion policies to further increase sales
Internews: during the epidemic, many cars implemented innovative marketing methods, whether live on-line or ip, and what innovative marketing methods were introduced in south-east cars during this period?
Xue fong: during the epidemic, the automobile industry continued to explore new and innovative marketing models, a completely new internet-based car purchase model, and we also directed distributors to a range of initiatives, such as online car watching, the ai exhibition hall, live short video, and one-key bookings for pilot driving, mainly to boost sales growth. A series of marketing activities have also been launched in the area of live broadcasting, for example, where i also go to the studio to provide benefits to internet users, and also to network with national distributors to conduct group purchases in eight regions, with the maximum yield to consumers. The event received a cumulative viewer of 2. 6 million people, and the number of interest orders reached over 1,600。
At the same time, south-east automobiles are fully supportive of the national distributors' live online activities, while the south-east anchor project offers millions of incentives to enable dealers to use live broadcasts to collect and sell cars. Since march, more than 100 south-east car distributors have been doing this form of live radio service every day, with more than 900 live broadcasts and a total audience of over 1 million。
In addition, south-east automobiles have increased their targeted assistance to the distributor system, including targeting, to overcome the impact of the epidemic on sales, including through marketing, restructuring of stocks, lowering of the stock factor and increasing financial support。
Internews: in the face of the epidemic, south-east automobiles have introduced a number of marketing and service policies, can we share with us
In terms of sales, south-east automobiles have launched the “wildness retribution, cloud buy south-east” campaign, as well as a nine-fold car purchase gift, including a booking gift, a new gift, a health gift, etc., which can be offset by up to $5,000 in car purchases, bringing real benefits to consumers. At the same time, south-east vehicles have introduced new and old car owners to a total of $3888 for car shopping. For health-care workers throughout the country, we have also launched a four-fold car purchase gift, as well as four major health-care activities, including 8 bus-wide systems, 22 free tests, free upgrade of pm2. 5 air-conditioning cores, 360-degree free disinfection and extension of quality assurance, with the best and most reassuring service returns to each south-east car customer。
Internews: south-east automobiles have not changed in terms of sales targets and product planning in the context of the epidemic and are moving steadily forward, indicating that the previously established targets for south-east cars are still realistic. During the epidemic, upstream and downstream suppliers of the automobile industry will inevitably be hit by shocks, and what efforts and work have been done by south-east cars in the context of the resumption of work, and what is the overall progress
Xue fong: the outbreak was sudden for the entire automobile industry, and south-east cars, under the leadership of the chairman of fortune group, huang zhuang, were carefully put back to work in strict accordance with the deployment and requirements of the state and the fujian provincial council. On 21 february, the company returned to work in an orderly manner, providing for strict disease prevention and control for workers returning to work, carrying out personnel screening and monitoring, regional disinfection, decentralization and meals, arranging online work for employees who did not have to go to work in the company, and performing related work by telephone, web, video, etc。
At present, we have become normal for national distributors via videoconferencing, and south-east vehicles provide the distributors and suppliers with relevant anti-epidemiology instructions, technical support, technical guidance, security of supply of vehicles, accessories, spare parts, etc., with a view to minimizing the impact. South-eastern automobile exports are still being exported abroad, and spare parts suppliers are well protected。
The south east motors overseas market is gaining momentum
Netnet: south east has been a very important brand of self-owned automobiles for 25 years, and south east has developed a very mature layout in the domestic market, and has achieved good results in overseas markets?
Xue fong: south-east cars, although starting late, are developing very rapidly. In recent years, we have accelerated the opening of markets to countries along the road, now focusing on the central and south american and south-central asian markets, and have gradually developed cooperation in the form of vehicle-wide exports, ckd in bulk and skd in semi-discrete export assembly. In ecuador, central and south america, south-east dx3 has reached third place in the local chinese brand at the same level. In myanmar, in south-east asia, the total sales of south-east vehicles rank first in the local chinese brand, and it took only one year to achieve such excellence。
Outlet exports of south-east vehicles increased by 44 per cent in 2018 and nearly 80 per cent in 2019, with cumulative harvest orders reaching 3,500 during the first three months of the year, delivering approximately 1100 orders, an increase of 210 per cent over the same period. Although the current global epidemic is spreading, the cooperative attitude of foreign clients has been very positive, with only appropriate adjustments in supply times。
To date, south-east automobiles have opened up more than 40 cooperative sites in myanmar, cambodia, kuwait, egypt, ecuador, peru, and costa rica, confirming the spirit of south-easters’ love for victory and the growing influence of chinese brands and south-east brands in overseas markets。
2 brand-new models introduced during the year, future layout areas
Net agency: the new model and strategic layout for this year's south-east car, please
Xue fong: this year, the south-east automobile will introduce two brand-new models, representing the stringent quality of the south-east automobile and the construction of the motor vehicle, both of which are brand-new dx7 and brand-new dx9, which will be pushed to the market this year. With regard to the strategic layout, the need for shared travel and intelligent networking has become even more urgent through the epidemic, with the successful conclusion of a strategic cooperation agreement between south-east and deep-range technologies ltd. And the shima, and future in-depth cooperation in the promotion and sharing of new energy vehicles。
At the same time, south-east automobiles have organized the development of a healthy model for a new wind system that is fungicide and filters fine particles, based on the new needs arising from the epidemic. Currently, through the technical clearance of the project team, the “n95 mask”-grade vehicle-borne air-conditioning filters have been successfully constructed in south-east vehicles and have been certified by cn95 of the chinese centre for vehicle technology research under the signature of the chinese centre for certification of chinese motors。
