·Showing the 2017 small target FAW-Volkswagen challenges 2 million vehicles with “focus”

Xinhuanet Beijing January 18th (Reporter Wu Hao) "In 2017, we have set a sales target of 1.96 million units. It is so close to 2 million units. We will not give up this opportunity. We hope that FAW-Volkswagen is perfect. The quality station is on the platform of 2 million vehicles.” Zhang Weijie, the general manager of FAW-Volkswagen, was eager to try his best to conceal his expectations in the media talks.
2 million vehicles, for FAW-Volkswagen, which still lacks SUV to support the Volkswagen brand, it is not only the sales leap, but also the historical transformation and improvement in quality, production, marketing and management. Zhang Jiejie used "focus" to solve all the puzzles and set the tone for 2017.
轫 2016 Continue to maintain strong growth 2016 is the year that FAW-Volkswagen is set to “fighting” and is also the 25th anniversary of the establishment of FAW-Volkswagen. Throughout the year, FAW-Volkswagen achieved a total sales of 1.9 million vehicles, of which Volkswagen brand terminal sales exceeded 1.315 million units, an increase of 17.3%. The sales volume of the FAW-VW Audi brand dealers in China was 590,000 units (excluding Hong Kong), an increase of 5.2% year-on-year.

Looking at the sales figures of major market segments in 2016, we can see that the SUV market continues to be hot, with an increase of 44.6%, and the MPV market has also achieved 18.4% growth. However, FAW-Volkswagen did not take advantage of this market.
“Without the SUV, FAW-Volkswagen’s mass brand market coverage is only 45.1%, and coverage is continuing to decline. However, from the results, the segment we covered has grown by 8%, while FAW- Volkswagen has grown by 17.3%, which should be among the top ten brands, or the fastest growing among the more than one million auto companies.” Zhang Yijie said that it is not easy, but more proud.
In the fiercely competitive market, what has FAW-Volkswagen achieved?
"We summed up that in 2016, there were four major levers that incited the new normal of FAW-Volkswagen's rapid growth." Zhang Yujie said.

The first lever is quality, insisting on creating a high-quality car life for users. "Quality is an ability, quality is an attitude, quality is a culture, and quality is a responsibility to customers." According to Zhang Yujie, FAW-Volkswagen's quality assurance department was from the establishment of 30 people to It is now 2,500 people. In the supply system, at present, more than half of FAW-Volkswagen's suppliers belong to the A level. The second lever is to continuously deepen the practice of corporate social responsibility, influence and drive more power to build a harmonious social atmosphere. The third lever is to continuously break through the self with aggressiveness and make positive progress in product sales, strategic planning, and base construction.
"In the layout of the production line, the enterprises that are building four factories at the same time may be mass-produced by our FAW-Volkswagen, three 300,000-capacity factories, and one 150,000-capacity capacity. By the end of this year, the four new plants will be mass-produced." By then, FAW-Volkswagen will have an annual production capacity of 2.8 million vehicles and 3 million overtime.
The fourth lever is innovation, for example, in terms of products, new energy, data, etc., try to stand at the commanding heights of the industry development trend. It is reported that in the mid-October 2016, the brand new brand Wei Ling in terms of product innovation, FAW-Volkswagen's development accounted for 70% to 80%.
  2 million confidence and confidence

In the face of the development of the new normal, and weak government policy stimulus, the trend of China's auto market in 2017 generally showed pessimism.
In analyzing the passenger car market in 2017, Zhang Yujie said that the market trend can be higher than the generally predicted growth rate of 5%-6.5%, but it is very difficult to pass double digits. Such a slow growth will make it difficult for some companies that are particularly dependent on high growth, and the industry's overcapacity will be raised again.
“The sales target for 2017 is now 1.96 million. It is so close to 2 million. We will not give up this opportunity. We hope that FAW-Volkswagen will stand on the platform of 200 vehicles with perfect quality.”
Where does the above confidence and confidence come from?
According to Zhang Xiaojie's on-site introduction, the 13 million large customer base is a very important development foundation. The quality of FAW-Volkswagen is fundamentally supported, and a high-quality workforce is an important guarantee. In order to solve the demand of high-end talents, build more efficient operating system capabilities and enhance the user experience, FAW-Volkswagen's Volkswagen brand, Audi brand two market public relations and brand marketing team will be moved to Beijing by 2017. The fourth support of confidence is the strategic direction for the future. It is always clear in strategy and always has an enforceable strategic positioning.
  “Focus on” 2017 is preparing for the future. “The soldiers will win first and then fight for the battle. The defeat will be the first battle and then the victory.” In order to “do not fight unprepared,” Zhang Jiejie used “focus” to adjust 2017 after “fighting”.

"Two million vehicles are indeed our goal, and 2 million vehicles are one thing that all FAW-Volkswagen employees are thinking about. However, 2 million vehicles are not only a production and sales target, it is a new system requirement, we need to stand Reflecting on a new platform, what kind of capabilities we should have."
Based on this, FAW-Volkswagen needs to be prepared with a "focus".
According to reports, 2018, 2019 will be FAW-Volkswagen's product year, a total of 20 products will be put on the market, so the preparation year is placed in 2017.
“In 2017 we are doing everything for the future, not just products.”
In Zhang Yujie's view, "concentration" is also an interpretation of the craftsman spirit, which means paying attention to detail and keeping improving. I hope that the thoughts of the FAW-Volkswagen can be passed through.
In 2017, FAW-Volkswagen will focus on strategic direction. In 2014, FAW-Volkswagen launched the “2020 Strategy”. In 2017, FAW-Volkswagen will release the "2025 Strategy" for a more long-term future, and propose to focus on the implementation of the strategy to create a higher quality car life for users.
On the afternoon of January 16, China FAW and Audi Co., Ltd. officially signed the "10-Year Business Plan for FAW and Audi" in Changchun.
“This 10-year business plan is actually a business plan for FAW and Volkswagen's 2025 strategy. Its core is similar to the focus area I have portrayed. The ten-year business plan is more focused on the customer experience, and in terms of layout. Emphasis on the interconnection plan and a series of these developments and specific arrangements for the win-win cooperation between upstream and downstream partners."
As an important preparation period for FAW-Volkswagen's new products and new bases, Zhang Yujie said: "In 2017, FAW-Volkswagen will focus more on solving the problems that hinder the promotion of the project, strengthen cross-departmental cooperation, and ensure the smooth start of the project."
Especially in the construction of the base, in 2017, with the commissioning of the second phase of the South China Base, not only will the total production capacity of the South China Base be doubled, but also the layout of the current three bases will be more optimized and balanced, and the FAW-Volkswagen will be steadily The implementation of corporate development strategies provides strong support. In terms of product layout, as the country has introduced a series of industrial policies to encourage the development of new energy vehicles, several key new energy vehicle projects of FAW-Volkswagen will also be promoted.
While focusing on the promotion of the project, especially after the outbreak of the “Product Year” in 2016, how will FAW-Volkswagen improve the user experience and create the best customer satisfaction?
“2017 will be a key period to increase sales and brand. FAW-Volkswagen will focus more on user experience, continuously improve product quality, and bring consumers a higher quality car experience. At the same time, we must actively embrace the Internet. And new technology, to achieve digital marketing innovation, and comprehensively improve customer satisfaction." Zhang Yujie said at the meeting.
In the past, when the front end found the problem and the demand was raised, the responsiveness of the back end was somewhat delayed. For example, the previous order lockout period was 14 weeks and is now optimized to be completed in 4 weeks.
In addition, after experiencing a comprehensive “frustration” in 2016, the improvement of management capabilities has also become an important part of the “focus” work in 2017. In order to achieve a balanced development between production and sales, cost and profit, brand and public welfare, it is inseparable from a scientific and efficient management system.
In Zhang Yujie's view, there are different management requirements at different stages of the enterprise, 300,000, 600,000, and 1 million to 2 million of the target. The required management capacity should match the scale. FAW-Volkswagen will carefully sort out the problems, optimize the process, improve the efficiency of decision-making, enhance the level of marketization, and create a management system and cultural atmosphere that is courageous. ”
"The goal for 2017 is set, and the tonality of 'concentration' is fixed. The rest is like the general secretary, and everyone picks up their sleeves and cheers."