In order to complete as much as possible the annual sales target of 1 million units announced at the beginning of the year, Toyota, which has been giving people a half-dozen speeds, has taken a small step in China.

Toyota will run.

On April 7, a Saturday that was originally taken off. Toyota China made two major personnel adjustments. From April 1st, Sasaki Akio was formally appointed as chairman of Toyota China and concurrently serving as the general representative of China. After the promotion of Sasaki Akio as former vice chairman and chief minister of Toyota China, he was replaced by Toyota's chief executive Daisei. On April 5th, Yue Xiong, the former general representative office at Lexus's new conference, was re-advised.

Sasaki Akio as chairman of Toyota China is a microcosm of Toyota's rapid adjustment in China.

Since Beiqi Dong Changzheng became the deputy general manager of Toyota China, people have already seen a series of positive changes in Toyota: from Dong Changzheng's greetings at the Spring Festival meeting to change Toyota's boring greetings, with the opening of the "pro" fashion. To the sinking of the establishment of related business organizations in China, and to the release of the "Cloud Action Plan" not long ago. Prior to this, Toyota also announced high-profile news about building huge R&D centers in China. In less than half a year, Toyota's action will do everything it has done in the past few years.

Toyota must have run.

Data just released shows that in the first quarter of this year, North and South Toyota, Lexus and imported cars, the entire Toyota Department achieved sales of 21.15 million vehicles in China, an increase of 1.8% year-on-year. The performance of the entire Toyota Department in the first quarter was less than that of a Shanghai GM company. In the first quarter of this year, Shanghai GM achieved sales of more than 347,000 vehicles. If this continues, Toyota will need to stand upright to reach the goal of one million sales this year. Toyota internationally shares the common ground with the United States and the German public. However, in the Chinese market, the sales of GM and Volkswagen in China have already reached the scale of 2 million vehicles. Toyota even completed the expected goal of 1 million vehicles this year, and the public, GM still has a big gap.

I think that there are two main reasons leading Toyota to lag behind in China: First, the advantage of product power is no longer obvious in the increasingly fierce competition. Whether it is FAW Toyota or GAC Toyota, its products are relatively good compared to their own, but once amplified to the entire market, compared with the main competing products is slightly inferior. In the past, the reason why Toyota's products were hot sellers was largely due to inadequate market competition. In terms of brand building, whether it is Shanghai GM, which is well-known for marketing, or North-South Volkswagen, which is good at playing technology, Toyota has great potential for brand building and marketing. Second, Toyota's attention to China is not enough, and the public and GM's investment in China is forward-looking, Toyota is obviously more of a pragmatic type in China, which is a long-standing criticism of Toyota's slow pace. Of the two main reasons behind Toyota's backwardness in the Chinese market, the latter is even more important.

Toyota should learn to run to the point.

In early March, Toyota China launched a cloud initiative for the Chinese market. In the plan, Toyota announced that it will name the hybrid technology "hybrid hybrid power." We will accelerate the pace of our business in China by focusing on six keywords: environmental protection, technology, goods, services, business, and social contribution activities.

In the same way as automotive technology, the advantage of VW's TSI DSG is that it is easy for ordinary consumers to feel technological progress. Toyota's concept of “hybrid hybrid power” needs to be based on the strong environmental awareness of the general public. At present, the environmental awareness of the Chinese public is far from being as popular as the United States. The hot selling of hybrid Prius and hybrid Camry in the United States may not be replicable in China.

Toyota's fast is obviously to make up for the slowness of the past, and this quick response is full of Jedi counterattack.

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