Feng Siwei: Shanghai Volkswagen entered a period of steady development Interview with Shanghai Volkswagen Automotive Co., Ltd. Sales Deputy Executive Manager Feng Siwei Feng Siye is the kind of person that makes people difficult to forget once they meet people. This is not Because of how handsome his appearance, his charm comes from his enthusiasm for frankness and hearty laughter. After personally making good coffee for reporters, the interview began in a happy atmosphere with Feng Sisi’s hearty laughter. As the deputy executive manager of sales of Shanghai Volkswagen, Feng Sisi took office in China in February this year, but unfortunately, the Chinese auto market that had been prosperous before the fire seemed to be very poor to the doctor of business administration of the University of Munster. "Face" suffered an "attack" of "frost" two months after he officially took office. The "cold stream" of the auto market naturally also affects the sales of various models of Shanghai Volkswagen. In the face of the accident of the Chinese auto market that no one thought of before, the new official inaugurated Feng Sisi was not upset at the same time. Instead, he was optimistic. He thought that the Chinese automobile industry had undergone the “sprint†of previous years and now it really began to The normal pace of development, and Shanghai Volkswagen to do is to adjust the future development goals and strategies based on the current market conditions, future development trends. High-speed growth has steadily progressed. At the end of 2003, almost no one expected this year's auto market to change so much compared to the previous two years. At that time, there was a general view that any increase in car production would have enough consumption to meet the demand. it. Feng Sisi honestly told reporters that at the time Shanghai Volkswagen was also this kind of view. “At the end of last year, we thought that China’s auto market was inexhaustible. But it turned out to be not the case. The Chinese auto market has started to slow down since the second quarter of this year. The speed is very close to markets in Europe and America by August and September, and there are a lot of data showing that there are nearly 450,000 inventories in China. The market conditions and inventory conditions make the manufacturers' competition more fierce, and the price war also increases. It came into being.†Facing the changes in the Chinese auto market and the launch of a fierce price war, Feng Sishao and his colleagues had serious thoughts. “We think that under such circumstances, if we continue to expand production, we will It will cause inventory to reach a very high level, and thus fall into the trap of production and sales. But China has a population of 1.3 billion, of which tens of millions live in coastal development areas. This is a big market, and the Chinese automobile market will not be temporarily put Slow and stagnant, and in a few years, China’s market will become the world’s second largest auto market. What we need to do is According to the market development situation, we have readjusted the plan, and this year, from the data collected by the dealers, the total number of vehicles sold to the final consumers is basically the same as last year. In this year's depressed auto market, Shanghai Volkswagen has achieved such a result. It has already entered a period of steady development from a period of rapid development, so our planned readjustment must also meet the strategic objectives of the new period.†Having said this, Feng Sisi smiled and gave reporters a suggestion. “We all know that China currently has nearly 450,000 inventories, but the press does not pay much attention to how many cars are sold from dealers to end users. From the previous two years to the end of last year or even earlier this year, the Chinese auto market has grown at a rate of 40%. At the same time, many dealers are willing to mention cars as manufacturers, so that they can be sold at any time to the end consumer. Under such circumstances, the number sold by manufacturers to dealers is far more than that sold by dealers to end consumers. Shipments, so the so-called sales figures for statistics may be sold by manufacturers to dealers, but this is only a continuous increase. "Adding stocks only," Feng-Xiang's kindly reminder added that he always added a bit of affinity. The topic has returned to the development of Shanghai Volkswagen, and Feng Sisi’s dedication and optimism have shown. “Outsiders watching Shanghai Volkswagen may think that we have encountered some difficulties this year, but as mentioned before, dealer sales figures show that we have Entering a stable period of development, we now have a focused goal of reviewing, reviewing, and adjusting the roads we have been through for 20 years so as to face the current market with a more competitive outlook and provide consumers with better products. As a company with a history of 20 years, perhaps in China we are the first company to enter a period of internal adjustment and steady development, but I believe our competitors have also experienced a period of rapid development in the next two to three years. They will also experience the same process as ours.†Sales network service is the key For Shanghai Volkswagen, its extensive sales network, which has been established by more than 400 dealers over the past 20 years, is second to none in China. However, due to the disparate system of production and sales, the marketing market of Shanghai Volkswagen has been criticized. Although Shanghai Volkswagen's product quality is first-class, the quality of sales service has not kept pace for a long time. In order to change this situation, Shanghai Volkswagen has integrated Shanghai Volkswagen and Shanghai Volkswagen Sales Company will incorporate production and sales into the relatively unified system of Shanghai Volkswagen Automotive Co., Ltd. Faced with such a huge sales network and various problems left over from previous marketing, Feng-Xiao Si apparently conducted in-depth thinking. “How to manage and improve our dealer network is a problem that we have always considered, and our current sales network exists. The biggest problem is that the service level is out of line with our high-quality products. Shanghai Volkswagen, as the current leader in the market, has been constantly looking for a balance between the two different orientations in the sales network. One is to build a smaller scale. Network, which helps to improve our control and service levels, and the other is to establish a network of dealers with a wide coverage, which can increase our penetration, but control will be weakened.A perfect sales network It has both coverage and easy control and management. However, this is only an ideal situation. For the reality of Shanghai Volkswagen's huge sales network, what we can do is to continue to take some measures to strengthen the control and optimal management of dealers. There is no best, only better.†Feng-Si Yan is not yet in China One year, but he has a good understanding of the Chinese people's living habits. When talking about the importance of China's car sales network service, Feng Siyi is very humorous. “Chinese people like to go to restaurants for dinner, so they have access to services even More than in foreign countries and more sensitive to services, this shows that strengthening the service awareness and service level of distributors in China has become a key part of a sound sales network.†In order to truly improve the level of Shanghai Volkswagen's sales and service, Feng - Sihe Tell reporters that they will take some action for this purpose. “We will have a series of actions to ensure the improvement of service quality and make it correspond to the quality of our products. For example, we will formulate a complete sales staff incentive system and dealer showrooms. Standards, and will make a list of regular inspections, supervise and help them continuously improve the appearance of the exhibition hall and the quality of service. In addition, we have launched a project called 'FORMOTION' in the company. Going to ', through this project we will continue to examine which of our core business needs to be focused and how to reduce Whether the necessary cost, production capacity and sales are equal, is it not enough to have a good dealer network to provide services to our users, if not how to improve? Through the implementation of these measures, it is expected that by 2005, we can make our The service level of the dealer team has been greatly improved. The improvement comes from the optimization of dealers in existing networks, and the other is to explore suitable new partners." Talking about distributors, Feng Siyi Face sincerely, “Shanghai Volkswagen has accumulated a lot of valuable assets in the past 20 years, but the most valuable of these is the distributors who have been relentless for Shanghai Volkswagen for many years. Therefore, helping them improve their service levels and increase profitability is also considered A return to our distributors."
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