On July 12, 2018, Yang Wei, President of Baowo Automobile Group, launched the Baowo 2018 Middle Work Report on the theme of 'Bao Gong Sirius, Fertile Land Rehabilitation'. The report mainly reviews the work in the first half of 2018. Summarize and combine the current development trend of the automotive industry to analyze the development trend of Baowo Automobile. The report puts forward the focus of work in the second half of the year, and once again emphasizes the soul of the brand that casts 'Baowo Security Sense'. This is the must for Baowo Automobile. With its core values and firm commitment, Baowo will continue to provide strong support and guarantee for the realization of 'Baowo's security' with the rigorous spirit of German engineers. In addition, the report proposes the three-year plan of 'Flying Dragon in the Sky' for the first time. From the overall situation of development strategy, it depicts the future development direction and strategic blueprint of Baowo Automobile. At the same time, General Manager of BAIC Group, Mr. Zhang Xiyong, Chairman of Foton Motor Group, Secretary of Party Committee of Foton Motor Group, General Manager, Supervisory Board of Baowo Automobile Group Mr. Gong Yueqiong, the vice chairman, attended the meeting and confirmed the work of Baowo Auto on behalf of the shareholders. At the same time, he placed great expectations on his future development.
Baowo Auto 2018 Work Conference
The convening of the 2018 conference is an important node in the development of Baowo Automobile. It is a comprehensive and deep summary of the past. It is a powerful inspiration and careful deployment arrangement for the future. Wobo's deep thinking and clear understanding of building the brand development context shows that Baowo Automobile is moving forward step by step to develop a better future.
Go ahead and create a new brand of Baowo
In 2018, it was the starting line for the re-starting of Baowo Automobile. In the first half of the year, Baowo Automobile completed the rejuvenation of the inside and outside of the brand through a series of activities.
At the beginning of this year, Baowo Auto launched the “Into Baowo Factory” media event, the “Baowo Grand Lecture Hall” and the “Baowo Family Banquet” activities, respectively, to show clear and true brand image to different social forces concerned with Baowo. Then, at the brand launch conference on May 9th, Baowo Automobile answered the question of 'Where is the place where Baowo came from' with the 'German brand of Chinese capital' clearly and loudly, and ', 'Engineering Brand''s answer defines the new direction of Baowo's development.
Based on this, Baowo Automobile officially announced and interpreted the 'Baowo Safety Sense Hive' at the 100,000-unit offline ceremony on June 28, showing that the future Baowo car will be comprehensive, multi-level for the owner, dealer , suppliers, media, Baowo employees and the general public to solve the anxiety problem, and this is the future development of Baowo Auto. At this point, Baowo Auto's brand strategy has been reorganized and maintained after the brand remodeling is completed. Continue to rise.
At the same time of brand rebuilding, the construction of the internal and external teams and channels of Baowo Auto is also being carried out simultaneously. Baowo Auto firstly adjusted and optimized the marketing company's organizational structure, and issued a clear and rigorous 'Baowo Marketing Military Regulations', and passed ' Baowo's 90-minute column quickly deployed work and training dealers to boost dealer morale and combat effectiveness. In addition, Baowo Auto also launched the 'Lightspeed Cruise' project, employee ESI system, staff mobilization meeting and other initiatives to complete the team Construction and cultural construction work, enhance the cohesiveness of the internal team.
2018 is the first year of Baowo's development strategy. It is also the 'turning point' moment before the Chinese auto industry ushered in a huge change under the influence of new technologies and new models. Believe that Baowo Auto after the 'clearing the source' is in excellent talents. Under the blessing of the team, especially the engineering team, through the wisdom of the 4.0 factory, the competitive product competitiveness of the same level, the modern corporate governance structure and many other advantages, Baowo Automobile can create a leap moment of 'ignition take-off' in the second half of the year.
Continue deep cultivation, casting the soul of the Baowo brand
For the work plan and goals for the second half of the year, Mr. Yang Yu once again emphasized that 'Baowo's sense of security' is the soul of the brand. The foundation of the commitment to 'Baowo's security' is to provide products and services that are full of security. For the market and consumers. This is inseparable from the strategic leadership at the marketing level and the joint efforts of employees and distributor partners.
In terms of channel construction, Yang Lan proposed the 'Baobao Borrowing Arrows' program, which aims to increase the quantity and quality of dealer outlets. Baowo Automobile currently has 159 4S shops, which is expected to reach 190 by the end of 2018, and strive for the second half of the year. Newly signed 40 4S stores to further improve the layout of outlets. In addition, Baowo is actively expanding its coverage of 2,890 district-level business districts across the country. At the same time, he pointed out that dealers should actively adopt diversification measures to increase the transaction rate, for example. Actively carry out shop interview driving activities, promote the store layout of the transaction and implement the '365-day insurance price commitment'.
In addition, in the second half of the year, Baowo Auto will also strengthen the professional comparison test drive activities, and let consumers experience the Baowo car by setting up test drive activities such as twisted roads, bumpy roads, gravel slab roads, and single-wheel escapes. The high quality of Germany; and the extension of the scope of test drive activities to the core media, national large enterprises and regional large units, with the strength to win the market and consumer choice and trust, improve customer to store volume, and ultimately boost sales.
The 'Baowo Security Sense' standing on the 'letter' melted into the soul of the brand
In order to further cast the 'Baowo Security Sense' into the soul of the brand, Baowo Automobile will adhere to the promise of 'Baowo Security' and consolidate the 'Baowo Safety Sense', through the sense of persuasion, emotional resonance and circle maintenance. The three major measures strengthen the corporate brand of Baowo 'engineer brand' and the corporate appeal of 'CDT Baowo Security'. In the second half of the year, Baowo will launch a series of activities around the 'engineering spirit', including factory visits, media salons and professional The Baowo lecture hall, etc., has extensively established the label and cognition of Baowo’s 'engineer brand'. At the same time, in order to further implement Baowo’s commitment to social security, Baowo will also actively build the 'Dream Project'. Helping "Waiting for Me" CCTV's large-scale public interest-seeking column, strengthening corporate social responsibility; at the same time, combining the 'security sense' to launch brand-themed cross-border cooperation, passing on the pioneering spirit of brave and avant-garde, and performing a young and 'safety' together A series of activities, not only conducive to the comprehensive deepening of the brand image, but also a direct reflection of Baowo Auto's commitment to implement and implement the 'Baowo security' commitment.
Looking to the future, building a blueprint for Baowo's development
At the mid-year meeting, Yang Lan also proposed the first three-year plan of Feilong in the sky to lead the group's employees to look forward to Baowo's development strategy and planning for the next three years, and to describe the beautiful prospects and blueprints of Baowo. Encourage all members to maintain confidence and motivation, and strive to achieve 'Baowo Dream' as soon as possible!
Baowo Auto's three-year plan is '2 third power', which means that Baowo Automobile will adhere to the ET energy concept from 2019 to 2021 to build a more competitive 2 energy product line and further improve the product matrix. To continue to bring products and services with outstanding safety quality to the market and consumers. On the basis of expanding and strengthening the two major energy product lines, we are deeply rooted in the two global markets of Europe and China, and the European market is fully focused on the electric market. Revitalizing German high-end brands as development goals; while the Chinese market is deepening the traditional energy market, it will rapidly upgrade the new energy market, while adhering to the brand positioning of 'engineer brand', creating a 'safety of Baowo'. At the same time, in order to be good and fast To realize the three-year plan, Mr. Yang Wei also designed two major teams 'exciters': Baowo 'internal entrepreneurship' mechanism and corporate system reform, further exerting the initiative of employees, and promoting self-value and society while promoting enterprise development. Identity of value.
'Those who have dreams are happy, and those who realize their dreams are great.' Mr. Yang Wei used this powerful Baowojin sentence as the end of this report, once again deeply encouraged and mobilized all employees. It is true that Baowo never forgot to put forward the "inner speed curve" as the goal of the "speed curve", and let China's power on the world stage's innovative dream, and never forget that 100,000 units will be off the assembly line on June 28th. The glory moment, and the promise of the 'Baowo security' to the supporters of the six parties. From the top strategic design to the small event, Baowo Auto is fulfilling its promise step by step. And firmly move forward!