Shulou(Shulou.com)11/24 Report--

The automobile manufacturing industry is an important part of global trade, and automobile export is of great significance to improve the country's economic strength and international status. Since the beginning of this year, Chinese car companies have obviously driven into the "fast lane" when going out to sea. According to statistics from the China Automobile Association, the export volume of China's automobile industry in the three years from 2020 to 2022 was 995000, 2.015 million and 3.111 million respectively, with year-on-year growth rates of-2.86%, 102.55% and 54.35% respectively, accounting for 3.9%, 7.7% and 11.6% of total automobile sales in that year, respectively. The number and models of overseas vehicle exports are increasing with each passing day, automobile export has become a key factor driving the growth of China's automobile sales, and overseas business is also contributing more revenue share to domestic vehicle enterprises.

On the road of "going out to sea" of Chinese car companies, the shortcut is a dark horse out and out.

01

For an aggressive car brand, the start is acceleration.

On August 18, 2018, the X70, the first model of Jetta Motor, was launched, which opened the curtain of a new brand entering the market. At that time, the domestic automobile market was experiencing the most difficult moment in recent years, when traditional fuel vehicles confronted and changed alternately with the upcoming new energy vehicles, and the fuel vehicle market entered the era of stock competition in an all-round way. traditional established car companies are facing the crisis of sailing against the current, not to advance or to fall behind, not to mention a new independent fuel vehicle brand.

This means that the starting line of the shortcut car is "accelerated" from the very beginning!

Unexpectedly, the shortcut cut into a very narrow "travel plus" market, with sales exceeding 40,000 vehicles as soon as it was released in 2018. After four years of development, with excellent products and quality services, Jetway Motor has been sold to more than 30 countries and regions around the world, gaining the love of 510000 users and 1450 million fans around the world, creating its own speed and successfully breaking through from the competitive pattern of Chinese automobile brands.

The strong breakthrough of the shortcut, products and services are the core of the shortcut, and the correct strategic layout also brings new development opportunities for the shortcut. Since the birth of the brand, Jetway Motor has begun to explore and layout the international market, working silently to build a global automobile brand. Since the first batch of X70 was exported to Ecuador in 2019, the X70 has embarked on a sea voyage and achieved good market performance in many regions around the world. In 2022, it has created the first export sales of China's cutting-edge SUV brand and the second growth rate of China's all-brand car export.

With its forward-looking global strategic layout, Jetway Motor has consolidated the production, sales and channel layout of the international market, and has shown a "shortcut speed" in the international arena. However, in order to further expand the international market in the ever-changing market competition, the shortcut should not only face the present, but also scientifically plan the future and plan a greater breakthrough. This time, the shortcut, together with Ruitai Information, put the bargaining chips on the digital transformation and upgrading of marketing service management.

02

An enabling tour linking overseas dealers and headquarters

Enter the shortcut car of the second five years of brand development, how to go to sea next? The approach of Jetway Motor is to constantly open up new markets and let more global users know the shortcut through multi-channel marketing and other ways. For example, holding a shortcut carnival at the World Cup in Qatar, cooperating with the world-famous media Discovery and building an alliance with TikTok, the localization marketing of Jetta Motor is in full swing. In the process of overseas marketing service, there is an important need that can not be ignored, and it is also an important need in the marketing process of many overseas enterprises, that is, the effective management of sales leads:

Distributor end

Through the systematic method of lead management, dealers can give full play to the value of leads when they obtain and follow up the leads collected by headquarters, so as to improve the efficiency and success rate of sales.

Headquarters end

Lead management in place can not only efficiently empower dealers and quickly transmit the obtained leads to terminal sales, but also accurately grasp the follow-up process of lead customers and the real situation of the first-tier market.

Therefore, the digital transformation of shortcut marketing management into an enabling journey of linking overseas dealers and headquarters, systematic management of leads, and exponentially increasing customer acquisition efficiency is what Ruitai Information focuses on when formulating upgrading strategies.

03

The key goal is to release the value of the data step by step.

The primary goal of this shortcut marketing service digital transformation project is to plan an optimized upgrade route in line with customers' reality and to achieve maximum value return with minimum cost. Ruitai Digital growth Methodology has designed a complete set of results-oriented solutions and tools for shortcut upgrading and transformation, combined with Ruitai's in-depth industry and rich experience in globalization implementation. It can maximize the preparation of Shortcut in the broader international market in the future.

With the support of partners, Jetway International has put forward four specific construction goals, including:

Based on the above goals, within two months, the teams of Ruitai and Jetway disassembled the goal into a series marketing full link, covering five specific implementation priorities of the user's whole life cycle. that is, public domain delivery, user direct connection, clue conversion, guarantor operation and user operation, and implemented one by one through the platform. In order to achieve the fine management of international users' global traffic data, help Jetway International's marketing service team form good cooperation and make continuous efforts in their respective core positioning.

With the help of the shortcut social user operation and data management platform (intelligent marketing customer acquisition tool), it is possible to:

1. Intelligent guest acquisition and automatic assignment

In order to cover more potential overseas customers, it is necessary to carry out social media promotion activities such as advertising and content marketing on different channels and platforms. By binding multiple mainstream social media channels for real-time monitoring, the platform intelligently identifies the relevant content of brands and products, helps shortcuts quickly match to more accurate and high-quality clues, and automatically distributes them to dealers to improve the efficiency of target customers.

2. Clear label and precise delivery

With the help of the platform, shortcuts can build labels for closed customers. On the one hand, we can subdivide the user group into smaller granularity, tilt the resources in places that can create more key benefits, and achieve accurate delivery; on the other hand, through a clear label can accurately insight into the characteristics of users, quickly understand user information, assist marketers to push back customer groups, find out the direction of expanding customers, and improve the efficiency of getting customers.

3. Clue monitoring, empowering general generation

The clue transaction funnel monitoring of the platform is mainly used to track and analyze the behavior and transformation of potential leads in the sales process. By quantifying the efficiency of each step in the clue conversion process, helping shortcuts to locate weak links, and fine operation of each funnel link, realizing the visual management of all clues and opportunity points, enabling dealers to optimize strategies at each stage, so as to more effectively transform potential customers and ensure sustainable sales growth.

4. Data analysis to drive decision-making

The platform provides multi-dimensional data analysis covering user profile analysis, clue channel analysis, satisfaction analysis and conversion rate analysis, as well as intelligent tools such as report presentation, self-help analysis and data mining. help shortcuts to carry out in-depth analysis, presentation, mining and application of data, and achieve comprehensive data intelligence from analysis to prediction, from prediction to decision-making, and from decision-making to execution. Provide strong data decision support for products, channels and marketing.

04

Win-win cooperation to boost the "shortcut speed"

At present, Jetway Motor is in a critical stage of brand development, and the strong support of the international market has its necessity and urgency. A broader international market will help Jetway Motor accumulate production and marketing potential energy, reshape its brand image, and gain a foothold in the international layout.

This year, Ruitai had the honor to witness and participate in the digital transformation of Jetway international marketing services. by introducing Ruitai's intelligent solution of digital marketing services in the field of Ruitai information automotive equipment, Ruitai information consultant team and Jetway International team worked together. After more than two months of careful design, development and repeated verification, Jetway social user operation and data management platform has been successfully put into operation. This intelligent solution realizes a closer connection between the headquarters and overseas dealers, and uses digital tools to enable the meticulous management of the key links upstream and downstream of the sales team in the process of clue conversion. finally, the efficiency of overseas customers of Jetway Motor has increased exponentially.

Application effect

1. Users are obviously active. Within one month of launch, the number of users of the platform exceeded 3500, of which 87% were weekly active users.

2. The integration of clue resources. In only one month, 11000 clues were stored on the platform, more than 90% of which were independently created by dealers, with an average daily input of more than 460 clues.

3. Inquiry is followed up effectively. Through inquiry information management, more than 95% of the 2538 pieces of inquiry information entered by the platform have follow-up feedback, and 300 clues have been successfully transformed.

4. The response efficiency is improved, and the responsiveness of dealers to customers is regulated by the platform. The 24-hour response rate increases by 72% and the 48-hour response rate increases by 67% in a single month.

In the future, Ruitai Information and Jetway International will continue to work hand in hand, take digital transformation as the main line, improve the efficiency of sales operation as the guide, and dig deeply into the application scene of digital marketing management. continue to speed up the integration of digital technology and shortcut sales management, promote the "shortcut speed" further, and turn the shortcut car into another shining "business card" made in China in the overseas market.

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