Research On Channel Promotion Strategy For Faw-Volkswagen ID.HUB

In recent years,as the global energy supply is tight and the ecological environment is deteriorating,the new energy vehicle industry is undergoing rapid development in a robust way with the policy support from the national government.The proportion of new energy passenger vehicle sales is showing a rapid upward trend,and the share of new energy passenger vehicle sales in 2022 has reached nearly30%.The automobile industry is undergoing a rapid transformation,with a large number of new domestic brands of car manufacturing are rising,pushing traditional automobile strong enterprises to follow.Therefore,the new energy vehicle market is experiencing unprecedented changes.In addition,the new mainstream consumer groups tend to be younger,while domestic consumption is moving towards high-end and modernization,and finally there is increasingly fierce competition in the automobile industry.FAW-Volkswagen,as a leading conventional passenger car brand in China,has also launched ID series model as a move towards transformation and upgrading,and set up a new energy sales blueprint through a new dealer-manufacturer cooperation model-the agency model.At the same time,a new marketing channel-FAW-Volkswagen New Energy Series City Showroom(hereinafter referred to as "FAW-Volkswagen ID.HUB")has been introduced,which brings the marketing network contact points into the bustling shopping malls in the center of the city,so as to actively approach consumers,cater to consumer preferences,and make FAW-Volkswagen’s new energy models present to the new generation of consumers in a modern,stylish and attractive way.As a result,FAW-Volkswagen officially embarked on a new marketing channel pattern of "two-wheel drive",with agents playing a leading role while ID.HUBs serve its extension and supplement.Firstly,this paper takes the FAW-Volkswagen ID.HUB channel model as the research object,reviews the status quo and problems of the current development(promotion)of FAW-Volkswagen ID.HUB channel based on internal and external environmental factors,and discusses its necessity.Secondly,by understanding the preferences of younger consumers and the advantages of the ID.HUB city showroom model,as well as collecting information and opinions of FAW-Volkswagen’s internal personnel and agents on the development(promotion)of ID.HUB channels,the paper investigates and analyzes the overall situation of FAW-Volkswagen’s ID.HUB development(promotion).Thirdly,this paper analyzes the problems and pain points encountered by FAW-Volkswagen’s ID.HUB channel in the early stage of expansion(promotion),discusses about the goals and principles to be achieved,and puts forward the channel expansion(promotion)principle of "stable scale and quality improvement" to focus resources allocation,optimizes the per-store cost efficiency of ID.HUB series,and maintain a healthy and stable development of ID.HUB channels.Based on this goal and principle,this paper reviews the topic from the following two aspects – “solving paint points” and “fulfilling company strategies” and comes up with measures such as "focusing on key cities","replacing better agents" and"lightweight format to attract new investors" to deal with paint points and bring forward ideas like "promoting high-quality point renewal",“headquarter to headquarter cooperation" and "optimizing sales process and strengthening experience" as suggestions for realizing the company-level strategy.Finally,as the successful and effective operation of ID.HUB is the guarantee for the development(promotion)of FAW-Volkswagen’s ID.HUB channel,this paper comes up with the guarantee solutions from the following three aspects-organization,process and man power,for the better and smooth implementation of FAW-Volkswagen’s ID.HUB channel expansion(promotion)strategy.After the implementation of the plan,FAW-Volkswagen’s ID.HUB channel network will realize a flexible,efficient and coordinated network layout and operation system.In addition,it will ensure the efficient operation efficiency of each store while expanding the channel steadily,and therefore promote the achievement of FAW-Volkswagen’s ID new energy series model sales targets,enhance the popularity and exposure of ID new energy brand,and help the implementation of the company’s new energy transformation strategy.