Dealing with sales crisis, Japanese joint-venture car companies restart marketing activities

Political factors disrupted the rhythm of sales of all Japanese brands this year, and sales of Japanese cars fell sharply in September. According to the sales data of China Automobile Association in September, the sales volume of Japanese cars in September was only 160,000 vehicles, a month-on-month decrease of 29.49% and a year-on-year decrease of 40.82%. In response to the sales crisis, Japanese joint-venture car companies restarted their marketing campaigns to increase consumer confidence in Japanese consumer models and carry out a series of “warmth” activities.

Restore consumer confidence related to the overall sales <br> <br> almost every Japanese joint venture enterprises believe that to restore consumer confidence to buy Japanese models are currently the most important thing. For this reason, the joint venture car companies of the Toyota, Honda and Nissan lines all said that they will implement high-level customer care activities.

The reporters found that Toyota’s FAW Toyota, GAC Toyota, and Lexus brands all promised to provide additional subsidies for the maintenance of accidental vehicles, to make consumers “zero burden” as much as possible, and to provide a subsidy of RMB 20,000 to the owners of new cars for redemption. . Similarly, the customer care policies announced by Dongfeng Nissan and Dongfeng Honda are similar. In addition, in addition to appeasing damaged customers, car companies also provided support to damaged dealers. Dongfeng Honda proposed to subsidize 50% of repair costs for damaged dealers. Guangben’s subsidy to dealers is as high as 10 million yuan. , Dongfeng Nissan, Guangfeng, etc. also have different amounts of maintenance subsidies.

In this regard, the industry believes that the caring behavior of the damaged owners or dealers, to a greater extent, should be said that the behavior of car companies obligations, because after all, the responsible party is not in the car prices. Therefore, these positive moves of Japanese joint-venture car companies should not be said to be "restitution plans." Instead, they are customer care initiatives that are based on the responsibility and concern of consumers. This will restore consumer confidence and boost sales. To the important role. In fact, the decline in sales of Japanese models is not a good thing for the entire Chinese auto market, and it has even affected the entire market. Statistics show that this year's "Golden 9 Silver 10" is also greatly affected. In September, the passenger car market saw a 0.3% year-on-year decline. This shows that fluctuations in peripheral factors not only affect Japanese car consumption, but also affect the entire market. .

Restart Japanese brand marketing activities step by step <br> <br> In fact, not only to restore consumer confidence damaged by the owners and distributors of care, but also need to let the market again hear the voice of the Japanese brand. At the Wuhan auto show, Donghong deputy general manager Liu Hong said that on December 31st, Dongfeng Honda will provide free “safety protection” insurance services for new car consumers, including full vehicle accidents at specific accidents. Compensation and high personal safety compensation. Although this activity was categorized as a customer care initiative in Dongben, it was the beginning of a resumption of marketing activities by East Ben.

The same resumption of marketing activities, Dongfeng Nissan believes that, in addition to restoring the confidence of new car buyers on Japanese models, it should be for all owners. "Dongfeng Nissan will maintain more than 4 million car owners in October. Dongfeng Nissan will provide feedback to 4 million car owners, including gift giving and free testing," Dongfeng Nissan said. Industry analysts said that thanking 4 million car owners will be a huge marketing expense, even if it is a small gift to give more than 100 million yuan, and Dongfeng Nissan is so generous also see the importance of maintaining the customer and maintain.

On the other hand, although the car companies have realized that the decline in sales in September will have a significant impact on the sales target of car companies, the car companies are still quickly restarting the marketing plan they had stopped before. Among them, Liu Hong, deputy general manager of Dongfeng Honda, made it clear that Dongbei Honda’s redesigned new car and INSIGHT will be released at the Guangzhou Auto Show. At the same time, Dongfeng Nissan's marketing activities in the last quarter were carried out as usual, and FAW Toyota also resumed its factory-led public welfare projects. The marketing activities of Guangzhou Automobile’s 2013 Accord began to gradually recover.