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Posted on 8/11/2015 5:58:05 PM

Shanghai Volkswagen with 1,042,900 results continue to lead the automobile market, but even so, Jia Mingdi still feel the chill.
Compared with last year, Shanghai Volkswagen still fell by 2.86%. From the trend point of view, the second half performance can flat is not easy, so the Shanghai Volkswagen, the market trends 1.9 million to complete the sales task is not easy.
Now, the main products focus on the high-end market, Shanghai Volkswagen, faced with low-end cars and luxury cars dropping market share of pressure. New product planning will be effective after 2017, now how to break through, Jia Mingdi marketing capabilities are being put to the test.
1300 field activities per week
"Can think of are done." Mingdi Jia said he was particularly busy recently, personally visited the market, visit Kunshan, Nantong, Suzhou, Nanjing and other places of dealer showrooms to see the passenger. Under its influence, Shanghai Volkswagen-level managers of all sales levels are out of the running market.
"Before visiting the auto market is concentrated in the capital city, but now we generally go directly to the dealer. The purpose is to understand the market first-hand information from the forefront." Jia told reporters Mingdi.
Now, Shanghai Volkswagen dealer request, require each dealer should have activities every week, more than 1,300 dealers, a week would fall 1300 field activities.
"Every dealer is divided into three groups, only one group can stay in the hall, the other two groups have to 'go' for marketing and presentation."
Although the sales point of view, Shanghai Volkswagen ahead of the market, but due to pressure from the prices of luxury brands, and the challenges of transformation and upgrading its own brand, the end product is currently in the majority of Shanghai Volkswagen "pressure on the squeeze" state.
From the terminal market price, the Audi A4L and Shanghai Volkswagen Passat prices almost flat, with a minimum of Audi Q3, but also cheaper than the Tiguan, A3 prices into line with lingdu, which makes Shanghai Volkswagen dealer profitability crisis.
"The second half can be the same as has been pretty good." Jia Mingdi analysis. According to the Shanghai Volkswagen forecast that the annual auto market growth this year will be lower than GDP growth, annual retail sales growth forecast of around 4%. Since passenger cars in the first half-year has increased by 7.4%, which means that the possibility of growth in the second half of the automobile market is very small. In this situation, it requires shareholders of Shanghai Volkswagen and that is: holding 9.6% market share did not decline.
Also cut the low-end SUV
Although the plain is no lack of growth in the automobile market in Shanghai Volkswagen highlights, but because this market segment is no product placement, these incremental Shanghai Volkswagen does not help to enhance market share.
Data show that the first half of this year, benefiting from Class A and A0-class SUV growth, SUV market as a whole rose. However, because of the growth part SUV, mainly being occupied by its own brand of low-end SUV market, such as the Great Wall Hover H6, Guangzhou Automobile Chi Chuan GS4, Chang'an CS35, etc., in this area there is no arrangement of Shanghai Volkswagen may cover market rate but lower, reduced from the previous 59% to 52%.
A class is also true MPV market. For example, after the Po Chun listed 730, monthly sales of nearly 30,000, but this incremental market has nothing to do with Shanghai Volkswagen.
Although Shanghai Volkswagen In this market environment, market share still increased by 2%, but with the further subdivision of the market, if not speed up the cut into more market segments, Shanghai Volkswagen will face future market can cover more small problem, to maintain and increase market share quite negative.
In fact, since its own brand SUV products to seize the A-class sedan market, the joint venture of the traditional A-class sedan decline rapidly. In the first half of this year, A-class car market sedan negative growth of 10%, which directly makes Shanghai Volkswagen Lavida, Santana even Ling crossing affected.
As Sunny competitors, more from the Great Wall H6, H2; and Santana's competitors, mainly from the A0-class SUV. "Shareholder level conducting market analysis." Mingdi Jia said that the two shareholder level exchanges every week, including future product plans, is communication between both sides in a very important part. He said the future of Shanghai Volkswagen will likely cut into the low-end SUV and MPV market to.
According to the Shanghai Volkswagen's plan, the 2020 target of 3 million. However, even now the project development, but also have the corresponding market after 2017, but before this, Jia Mingdi believe that the Shanghai Volkswagen to seize every market opportunity Plough.
"Going into the village, selling home services, although sales figures are still leading, but still can not relax." Jia Mingdi said flat period in the market, but also need to effectively improve the efficiency of selling expenses. "The market is good, marketing costs can advertise next year's event to be more to implement line."
Now, Shanghai Volkswagen is strengthening communication with the terminal dealer. Previously, Shanghai Volkswagen 18 distribution centers open-face marketing meeting once a month, and now the communication frequency daily conference calls, weekly and monthly meeting videoconferencing, in time for the market to react.
At the same time, Shanghai Volkswagen also adjust the dealer's appraisal system, speed up the dealer rebate subsidy rate, enable manufacturers to focus more on sales.
At the product level, in the absence of more new products cut into segments before, Shanghai Volkswagen will continue to boost sales by product family-oriented. "We will continue on existing products in an issue, such as the new Sunny market, increase with no increase in price; and the old section of Sunny while lower prices, new and old Lavida on the same stage to compete for market share; after the new Octavia market, but also the old and new coexist old products to sink to the full amount. "Mingdi Jia said.
Of course, to have brand sales. Both old and new products to compete with Taiwan market share, introduce more market segments or product, or even cut into the low end, from the positioning point of view, Shanghai Volkswagen still do the high-end market segments. Like BMW also has A-class car, but the positioning in the A-Class high-end products. The Shanghai Volkswagen, even dropping to A0-class SUV market, remains to be done at that level in the high-end market product.

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