On April 10, 2014 GWM Annual Sales Service Conference took place in Beijing under the theme of "Reform ? Service Concept Innovation ? Brand Value", bringing together over 1,500 distributors and customer representatives across the country.

The conference first reviewed GWM's achievements in focus strategy, market performance, after-sales service and brand strength in 2013; then, distributors and service providers were awarded for outstanding performance in marketing, management innovation, technical R & D and the action of "winning at terminals"; and GMW planned and expounded its future marketing concept and brand operation.

Build fascinating products through forward marketing

Referring to marketing innovation, GWM Chairman Wei Jianjun said that efforts should be made to bring marketing forward during marketing innovation in the era of own media, marketing focus should be transferred to the stage of R & D, and customer demands should be satisfied and transcended at the stage of early planning in order to build charming products.

In recent years, GWM has focused on technical R & D, increased R & D investment, encouraged independent innovation, invested heavily in building a new technical center with world top equipment and reformed its R & D mode. At the stage of product planning, GWM inputs customer demands early to develop popular products. The sales boom of Haval H6 sufficiently proves this. It has been recognized by both the market and consumers for its accurate orientation and high cost performance, has registered sales of over 20,000 units for consecutive months and is still falling short of demand.

"Haval H6 satisfies the upgrade demands of SUV consumers and is superior to models of other brands in modeling, process and service; Great Wall M4 fills the gap of the mini SUV market; and Haval H8, targeting the medium and high-end market, has drawn close attention," said Zhang Qi, chief editor of auto.163.com.

Besides, by its distinctive mode of vertical integration and platform-based modules, GWM has shortened the time of product development and transformation, and increased the frequency of product launch, thus reducing cost. In 2014, GWM will launch new models such as Haval H8, Haval H2, Great Wall C50 Update and Great Wall M4 2014, and will launch over 20 more in the future.

March towards brand operation through comprehensive upgrading

At the conference, GWM released the strategy of "brand operation". In the future, GWM will make comprehensive improvement in brand communication, channels and service to satisfy customers and enhance brand value.
In terms of brand communication, GWM will build a communication platform centering on the official site and integrating its own media like mobile APP, micro-blog and Wechat, in order to present corporate news and major events in an all-round manner. In terms of channel construction, GWM will reconstruct its network, optimize its existing sales service network, practice the mode of central distributors, and integrate resources based on information such as local population, sales revenues, economic conditions and logistics, thereby reducing operating cost and increasing economic benefit. In the area of service, GWM will establish the service management and control mechanism, strive to improve the manufacturer's problems in management and business operation such as vehicle distribution and logistics inefficiency, lack of parts and difference of parts, give priority to customer demands, make reform and innovation, improve the level of terminal service, offer customers sincere, professional and high-grade services, and try to satisfy distributors and customers.

Additionally, the impending operation of Great Wall Motor Finance Co., Ltd. will offer distributors professional, efficient, one-stop and lifelong financial services to help distributors advance steadily towards the objective of brand operation.

315 Every Day, Honesty Promotes Win-win

As a famous Chinese saying goes, "Dishonest people cannot keep a foothold ", therefore, an honest operation is of great significance to build a business brand and satisfy customers. Brands are essentially honesty labels on products and services. However, dishonest behaviors are flooding the auto market, such as price markup and bundling, which have damaged enterprises' brand image and lost their customers' trust. To better promote credible operation, GWM's distributors should bear in mind the idea of honesty and the concept of "315 Every Day", handle problems prudently and think in customers' position.

According to sources, to change the service concept of its distributors and advance honest operation, GWM has exposed the distributors and service providers with problems in terminal service while awarding the outstanding distributors and service providers in the action of "winning at terminals". To this, Liu Tao, editor in chief of autohome.com.cn said in the super interview--GWM in My Eyes in 2013, that the gap between independent brands and joint-venture brands lies in after-sales service experience, and that GWM has independently conducted and implemented the action of "winning at terminals" five times, thus enhancing perceived service and boosting product reputation.

Wei said that GWM will continue adhering to honest operation and the cooperation principles of fairness, transparency and equality, forge integrity-based partnerships with suppliers, distributors and other relevant sides, and make everything transparent and real, thus promoting win-win.