Among the executives of many car companies, Yu Jingmin is a very special one.
self-proclaimed "Fathead Fish in the Car Rim" and "No. 1 Internet Celebrity in the Car Rim", posted marketing funny** on his personal ** account, and frequently appeared in major live broadcast rooms and listing scene ......Compared with executives, Yu Jingmin is more like an Internet celebrity or an anchor with goods, and he is very down-to-earth.
But Yu Jingmin, who seems to be "out of line", is a "second generation of SAIC" with good roots. Yu Jingmin once said on the show that his father is a veteran of SAIC and a pioneer. But Yu Jingmin seems to have embarked on a different path from his predecessors, focusing on younger marketing, some people say that he lets himself go, and some people even say that he is a personal show.
On March 2, SAIC Volkswagen officially announced that Yu Jingmin will serve as the secretary of the party committee of SAIC Volkswagen, and at the same time continue to serve as the executive deputy general manager of sales and marketing of SAIC Volkswagen and the general manager of Shanghai SAIC Volkswagen Sales.
In the face of the impact of its own brand, SAIC Volkswagen, as a representative of joint venture car companies, is also facing a huge problem of transformation. At this critical juncture, Yu Jingmin's promotion undoubtedly released a signal that the younger marketing led by Yu Jingmin may become the mainstream of SAIC Volkswagen in the future.
So looking back at this point in time, what kind of experience made Yu Jingmin what he is today? What changes will Yu Jingmin bring to SAIC Volkswagen after his promotion?
The son inherits his father's business, a different second generation of SAIC
What is somewhat surprising is that Yu Jingmin, who is so active on the Internet, is actually a post-70s generation.
According to public information, Yu Jingmin was born in 1974 and joined SAIC Volkswagen (then known as Shanghai Volkswagen) after graduating from Shanghai University of Finance and Economics, where he stayed for more than 30 years.
The reason why he decisively chose SAIC Volkswagen after graduation was that Yu Jingmin once admitted that he was influenced by his father. In an interview with **, Yu Jingmin said that his father is a veteran of SAIC and a pioneer, and he is a son inheriting his father's business, the second generation of SAIC, and his career is influenced by his father.
After joining SAIC Volkswagen, Yu Jingmin was responsible for sales and marketing, which also accumulated rich experience for his subsequent work. He successively served as Deputy General Manager of Shanghai Volkswagen Northeast Distribution Center, General Manager of Shanghai Volkswagen Zhemin Sales and Service Center, Deputy Sales Director and Director of Shanghai Volkswagen Skoda Brand Marketing Division, Deputy General Manager of Shanghai Volkswagen Sales, Head of SAIC Overseas Business Preparation Group, etc., and was transferred to SAIC Passenger Vehicle Company as Deputy General Manager in 2014.
If Yu Jingmin's parents were the pioneers of SAIC, then Yu Jingmin was a changemaker. When Yu Jingmin was the deputy general manager, SAIC Passenger Car was embattled: sales were declining all the way, and losses were expanding ......It can be said that Yu Jingmin has taken a hot potato. Yu Jingmin understands that there must be a dose of "fierce medicine" to reverse the decline of SAIC Passenger Vehicle.
It was during this period that Yu Jingmin carried out targeted reforms on SAIC Passenger Cars, changed the brand development strategy, personally went out to do marketing, and interacted with netizens through short ** and live broadcasts. Under such hard marketing, in 2020, when the auto market is the most difficult, SAIC Motor's passenger car sales reached 65790,000 units, outperforming the market. Now that Roewe and MG can make a name for themselves and even go to sea among a number of independent brands, Yu Jingmin's thrust is indispensable.
Returned to SAIC Volkswagen and took the lead in younger marketing
After 7 years of hard work and considerable achievements in SAIC Passenger Vehicle, in April 2021, Yu Jingmin was appointed as the Executive Deputy General Manager of Sales and Marketing of SAIC Volkswagen and the General Manager of Shanghai SAIC Volkswagen Sales. But Yu Jingmin did not appear in the live broadcast room as frequently as before, but began to think about a deeper question: What is marketing? What can rejuvenation marketing bring to SAIC Volkswagen?
First of all, we must return to the essence of marketing, how should we position it? Are there any core competitors? Is there a core group of people? What are the real minds of customers who have succeeded in the past of existing products, or what better minds can be moved towards? "Yu Jingmin is not only clear about the positioning of marketing, but also clear about his own positioning," "I am not an Internet celebrity and a green network, and I have no ability to bring goods, so I can only take the lead." ”
In his opinion, whether it is live broadcast or short **, all kinds of down-to-earth marketing methods are to establish a better connection with users, especially young users.
This time, I don't bring goods, but I want to 'take the lead', take the lead in changing ideas, and do young marketing. The most important thing is to create a 'men's group' belonging to SAIC Volkswagen. Yu Jingmin understands that his strength alone is not enough, and only when the whole team changes its marketing ideas can SAIC Volkswagen truly achieve younger marketing.
As a traditional joint venture car company, in the face of the impact of new car-making forces, SAIC Volkswagen needs to stabilize the good reputation accumulated over the years, and its products can adapt to the trend to achieve transformation. Therefore, not only the car must keep pace with the times, but also Yu Jingmin's marketing strategy must also keep pace with the times.
Yu Jingmin's "taking the lead" is not just talking. After taking office, Yu Jingmin visited dealers, communicated with consumers, and even recorded propaganda with 4S stores. I'm still 'Fat Yu', and I'm always young. 'Fat Head Yu' must play a leading role in the entire team of SAIC Volkswagen and take the lead in grasping the changing trend of the consumer market. ”
It is under the influence of Yu Jingmin who took the lead in doing younger marketing that SAIC Volkswagen IDThe series delivered a satisfactory answer in 2023 and continued its excellent performance at the beginning of this year. It is reported that SAIC Volkswagen IDSeries sales will reach 1090,000 units, a year-on-year increase of more than 40%. January 2024, IDThe monthly sales of the series of models exceeded 10,000, and the auto market was affected by the Spring Festival in FebruaryThe series sales exceeded 7,500 units, maintaining year-on-year growth.
The higher the position, the heavier the burden
Although Yu Jingmin has always given people the impression of "Internet celebrity" and "surfer", his personal social platform has rarely posted works since last year, and it is not difficult to see that Yu Jingmin is gradually moving from the front of the stage to the backstage.
As the saying goes, the greater the ability, the greater the responsibility, for Yu Jingmin, the higher the position, the heavier the burden. If Yu Jingmin in the period of SAIC Passenger Cars is thinking about how to be more down-to-earth and attract more consumers. So for Yu Jingmin, who is now promoted, the transformation of balancing the forces of all parties and allowing SAIC Volkswagen to seek progress in stability is the top priority.
At present, the attitude towards Yu Jingmin's promotion on the Internet is polarized, some people think that younger is the only way for SAIC Volkswagen to go in the future, and some people think that Yu Jingmin's younger marketing in the past few years has not brought real changes to SAIC Volkswagen, and users want not only younger marketing, but new products with sincerity.
Nowadays, the trend of declining joint ventures continues. For Yu Jingmin, the problems he faced at SAIC Passenger Vehicle may be more serious and difficult to solve than those he faced ten years ago. However, Yu Jingmin can break through the tradition, take the lead in the charge, and cater to the needs of the times, which is rare among traditional joint venture car companies.
Yu Jingmin once released the ambition of "no matter gasoline car or electric car, I want to be the first", as a traditional car person, Yu Jingmin can keep pace with the times and face the challenges of the industry optimistically and positively. Perhaps it is this kind of Yu Jingmin who can truly lead SAIC Volkswagen to achieve transformation.