Chongqing - Since the outbreak of COVID-19, Chang'an Ford Chongqing Automobile Co., Ltd. (Chang'an Ford for short), the leading enterprise of the auto industry in China, had invested in the prevention and control of the epidemic to prepare to return to manufacture. Although the company is affected by the epidemic, they are confident that the production will return to normal soon, and it also regards the special situation as an excellent chance to develop new marketing models.
Chang'an Ford regards the special situation as an excellent chance to develop new marketing models to support the subsequent economic recovery
Over 4,000 orders are waiting for manufacture
The guidance of prevention and control of the epidemic
The production link was coordinated, implemented, and resumed step by step. Until now, resumption of manufacture is about 20% of normal conditions, and most of the employees are working at home.
Why does Chang'an Ford choose to resume manufacture now, and how does it do after the resumption?
Rui Ji, a new car product of Chang's Ford, came out on the market at the end of last year, and there are still more than 4,000 orders of new products that have been delayed. At the same time, Chang'an Ford also has some products exported to the Middle East, with clear timing requirements. In addition, the company will have 18 new products in the next two years, which need time to be prepared. Therefore, Chang'an Ford actively applied to the Chongqing Municipal People's Government to resume work on February 10 and received the government's approval.
The company disinfects the factory and office areas multiple times a day
After the resumption of work, Chang'an Ford had the article about office guidance of resumption of work on its WeChat account. At the same time, the company carries out on-the-spot epidemic prevention and control training of COVID-19 for on-the-job employees. The company disinfects the factory and office areas multiple times a day. Meanwhile, for all personnel entering and leaving the site, the body temperature will be checked twice a day.
Moreover, the people, who are in Hubei, are not allowed to return to work temporarily, and people from other regions should be self-monitored quarantine for 14 days. During the work, the Chang'an Ford distributes masks to every employee and require them to wear it during work. Besides, employees will bring tableware of themselves to reduce the time in the staff canteen. Employees are encouraged to drive, walk, or take the company's transportation to work to avoid public transportation, reducing the risk of infection.
With a series of measures, there are no cases of infection and no suspected cases of Chang'an Ford so far.
New models to further strengthen online car service
The COVID-19 has a significant impact on Chang'an Ford. For example, many component workshops, which are an essential part of the automobile industry, are still stopping manufacturing. In addition, the efficiency of logistics and transportation is reduced a lot. At the same time, because the production chain is disrupted, auto's sales market in the first quarter of this year will have a sharp decline, but it is still unknown whether the overall sales of the whole year will also be affected.
Chang'an Ford will continuously launch new products to provide sufficient and competitive bullets for the majority of the dealership
To address these problems, Chang'an Ford takes several measures.
Chang'an Ford will continuously launch new products to provide sufficient and competitive bullets for the majority of the dealership. For example, the brand new Ford Rui Ji, which was launched on December 19 last year, is currently in the stage of a large number of products' delivery. Meanwhile, it is planned that a new generation of Explorer will be launched this April, and it is an enormous appeal of new car and replacement users.
In addition, the company's channel model further strengthens online car purchase services and adopts an online and offline marketing model. For instance, a customer only needs to follow the official WeChat account of Ford Financial (福特金融) to take four steps to easily compete with the previous application for an online car loan application service. Moreover, the company had opened smart showroom services to provide convenience for customers to choose and purchase cars online. After ordering products, the company's dealership will contact the customer directly and even deliver the selected car directly to the door. If there is a need for financial services, the company will apply for it quickly through the Internet.
The company's channel model further strengthens online car purchase services and adopts an online and offline marketing model
Furthermore, relevant government departments in Chongqing had supported Chang'an Ford a lot, including production, logistics and transportation, and epidemic prevention substances.
Although the automobile industry has been dramatically affected, China's massive market of rigid demand and redemption demand are still there. Under the correct leadership of the Communist Party of China, China will certainly be able to win this epidemic prevention fight. Chang'an Ford is fully confident in the subsequent economic recovery. The company makes efFords to make up for losses caused in the current period. On the other hand, the outbreak of COVID-19 will also have a positive effect on structural adjustment and marketing models.