Editor's Note|Jin Chao? Online car market executive editor-in-chief

In the penultimate week of 2019, meeting Meng Xianghui, general manager of FAW Car Sales Co. again coincided with a lunch break in the staff cafeteria located on the 5th floor of the sales company building. He sits with his staff, and no one is constrained by Mr. Meng's presence, with a simple two-dish soup and coarse grains. "From 7:30 a.m. to now, Mr. Meng has had a morning meeting," my colleague from the marketing department of FAW Pentium told me, "arriving earlier than us at 7:30 a.m. every day, and getting off work at 9-10 p.m., which has been the norm for the past two years since Mr. Meng assumed the position of the sales company's chief executive. ".

My interview with Mr. Meng was in his office, which is indeed the smallest among most of the sales companies I have interviewed, and can even be described as "compact". A corner desk, a coat rack and a set of filing cabinets, the first attracted me to the desk wall hanging on the "plum orchids, bamboo and chrysanthemums" calligraphy and painting, our topic from the representative of the "Four Gentlemen" plum orchids, bamboo and chrysanthemums began. But to my surprise, this interview has also become the last media interview with Mr. Meng in the position of FAW Sedan sales company, a hand.

"It represents the four seasons of the year, but also for myself from 1990 into the FAW marketing system, thirty years of automotive marketing career a reflection. From FAW Commercial Vehicles, to FAW-Volkswagen, to FAW Autonomous, I hope that FAW Group, and also FAW Pentium can stand proudly in the forest of the world's automobiles". Speaking of this, Mr. Meng's determination in his eyes, if not for the fine lines between his eyebrows, he would still look like the young man he was 30 years ago.

The text|? Yang Yichun

Mr. Meng said frankly, "In the last few years we have fallen behind and have been left behind by others, so we need to run forward. If we don't run like this, we will probably be eliminated from the industry." This "born from within" vigor in the FAW Pentium Sales Company is from the top down, party leaders and cadres to take the lead. The new Pentium after more than a year of careful operation, is a new attitude back to the mainstream. Meng Xianghui, in the internal reform of FAW to bear the heavy responsibility for the reconstruction of the marketing system to build the base plate, but also become the new Pentium "ferryman", the success of the retirement.

1. The fighting spirit of Pentium?

Over the past year, the new Pentium brand, which set sail from Tengchong, Yunnan Province, has undergone radical changes: the successive launch of the T77, T33, and T99, the comprehensive renewal of channels, and the frequent marketing activities, one scene after another flashed in my mind. I can't help but be intrigued by the shift in mentality or awareness that Pentium people have undergone over the past year.

Mr. Meng told me that the whole marketing team of Pentium has changed a lot, no matter from the mental outlook, business philosophy, or learning ability. From the "hand" to the front-line staff are full of fighting spirit. He said: "Now we are everyone is very hard, all very hard!

Larger, in fact, the entire FAW Group has such a momentum. Especially since the 2017 "918" reform, under the leadership of Chairman Xu Liuping, the whole group has shown a kind of upward mobility, running forward, catching up with the industry. For Pentium, the ultimate goal is how to return to the independent first camp in the shortest possible time. In this regard, Pentium formulated a more pragmatic, clear strategic planning, and strive to use five years to 2025, so that the Pentium brand really back to the independent first camp.

In Mr. Meng's view, people are the first core element. Pentium's marketing team has a kind of essence that boosts the development of the enterprise and progresses in the industry. In the management to promote, the new Pentium leaders at all levels "to take responsibility to fulfill their duties, in-depth market front line". In addition to completing their own work, all managers must support a terminal market, senior manager to support the region, the second manager to support the district. They also have a special internal image of the name, called "very 1 +1". The meaning is that we *** with the responsibility, efforts to promote sales promotion, promote the development of enterprises.

It is understood that all the managers of Pentium, every morning half an hour in advance to the post meeting, the exchange of support for the market situation, such as sales, encountered problems. In addition, Pentium's entire team is constantly learning in order to adapt to the new marketing model. Every weekend, Pentium will invite experts from various fields of the industry, such as the Internet, marketing, and even psychology, to give lectures and learn new marketing methods and marketing knowledge to keep pace with the times.

2. Pentium's strategic decision: Internet, Internet of Things + Pentium?

It is remembered that in the new Pentium brand one-year anniversary ceremony, the banks of the Hukou Falls, in the surging sound of the rapids, Liu Changqing, Yang Dayong, and Meng Xianghui, a group of executives such as the general singing the "Yellow River Chorus" in unison. Stirring loud and clear singing, and the majestic momentum of the Yellow River convergence, "Pentium Spirit" and "Yellow River Spirit" produced a strong **** sound, really shocked people.

"After the release of the new Pentium brand, all the Pentium people really have a boiling energy", said Mr. Meng. Just like the Yellow River, charging forward is the only attitude.

In the environment of market downturn, the new Pentium has torment, but also the joy of success. in November, the new Pentium single-month sales amounted to 14,067 units, the fourth consecutive month to enter the "10,000 units" mark, an increase of 120% year-on-year, the best sales record of this year; from January to November, the Pentium cumulative sales increased by 43% year-on-year, exceeding 100,000 units. From January to November, Pentium's cumulative sales increased by 43% year-on-year, exceeding the 100,000-unit mark. According to Mr. Meng's prediction, the annual sales in 2019 are expected to complete about 120,000 units, a year-on-year increase of 33%-34%.

Over the past year, Pentium has made comprehensive efforts in products, channels and brands, and the new strategy has set a clear strategic direction for the development of the Pentium brand. First of all, in terms of products, the new Pentium planning B, E, S, T four major series, of which the T series has been launched T77, T33, T99 three SUVs, next year began the layout of the S, E series, basically to maintain the rhythm of a year of three brand new cars.

Recalling this year's work, Mr. Meng showed a very fulfilling. He said, "Pentium 2019 in the strategic direction (Internet of Things Automotive Creator), I think the right choice, but also keep up with the wind of the times." In the user level, Pentium also reached an internal **** knowledge, all the marketing is not related to the user belongs to the "self-hei". Under this concept, Pentium established the 4F structure of the marketing system?

The Commodity Planning Department mainly focuses on strengthening the management of the whole life cycle of commodities and specializes in gaining insight into some of the characteristics of customer demand for future products, which will provide reference for subsequent commodity development. In addition, the upgraded channel image of the new Pentium has changed the old and conservative impression in the past, becoming more youthful, technological and modernized, and adding 81 touchpoints for the whole process of customer's car purchasing in the store, as well as setting up some experiential areas, such as children's areas, lounges and reading rooms.

3.Pentium brand temperature?9 years of insistence on warming up users

The new Pentium has been adhering to the "user-centered" service concept, and strive to create Pentium BEST?CARE, sincere? Heart care service brand. According to Mr. Meng, the new Pentium is ready to do further interpretation of the service at the Beijing International Auto Show next year, and at the same time release and promote the new service brand.

Pentium is a brand with temperature. It is understood that Pentium every year in the Spring Festival will organize a national "let love home" action, to this year has insisted on nine years, in the Pentium customer groups have a very good response. Every year there are a few very touching cases, such as customers can not buy tickets, car broke down on the way home and so on, Pentium market front-line service staff will be the first time to arrive, for them to solve the problem. Of course, this is some of the traditional practices.

With the development of the times, as well as the rise of automotive intelligent Internet connection, the new Pentium built the Internet of Things car, the car can interact with the customer in the car end.? Pentium will pay a visit to customers every year through the car terminal, and of course, there will be some activities to delight or interest customers. Pentium operates its own Pentium Radio for this purpose, which allows users to participate in the production of Pentium Radio programs and guest hosts on it. In Pentium's view, this can effectively bring the brand closer to the customer's emotions and relationship.

Meng Xianghui said: "In the future, Pentium will effectively combine traditional services with modern Internet practices to further interpret Pentium's service brand of "Sincerely? Heart care" service brand and service concept.

4. FAW's secret to solving problems: get to the bottom of the problem

On the soon-to-be-concluded 2019, General Manager Meng Xianghui summarized the situation with two key words, "toughness" and "change". In General Manager Meng's view, 2019 is very critical for the new Pentium brand. Through precise operation, he hopes to continue this toughness. "Creating change" is mainly centered on the new Pentium brand to do the transformation, to give users, society, the public a new image, to meet the needs of the current young consumers. Just as Chairman Xu Liuping mentioned, innovation can no longer be innovative. The times are changing, and so is Pentium.

In addition to the "innovation can no longer be innovative", Chairman Xu Liuping has another requirement, that is, "digital can no longer be digital". At this stage, Pentium is building a big data platform to explore various marketing methods and user needs, thus promoting the improvement of marketing efficiency.

Writing in conclusion: The week after the interview, I learned that Meng Xianghui, general manager of FAW Sedan Sales, would be stepping down. His career has been accompanied by pressure all along the way, and he has been rooted in FAW, plowing through the marketing system, leaving his mark on Jiefang, Volkswagen, and Pentium. For the new Pentium, a brand that aims to return to the mainstream, Meng will need to take care of the new Pentium in every possible way, until the new Pentium has the ability to fight in the sea of blood, and then handed over to the next younger. Thirty years of automobile marketing veteran, Meng will complete his most important mission in the FAW Pentium - Pentium again rise of the ferryman.

This article comes from the author of the automotive home car, does not represent the views of the automotive home position.