徐剑峰 Email and Phone Number

负责支付宝车生活行业用户、商业产品开发，整车服务及车企行业运营。Responsible for the user and commercial product development of Alipay-Carlife Bussiness Unit, automobile related services and the operation of auto field enterprises.

汽车主机厂互联网营销策略规划及解决方案。字节跳动旗下营销产品及社交网络平台：今日头条、西瓜视频、抖音短视频、火山小视频等。Internet marketing strategy and solution, by means of Bytedance owned social marketing network and platforms: Toutiao, Xiguan, Douyin/Tiktok, Huoshan etc.【2019年业绩完成与客户攻坚】 1. 组内业绩完成3.1亿，超额完成，人效5100万。长城汽车《红包》项目荣获金触点金奖，捷达《杰出青年上市周》项目荣获TMA铜奖。 2. 长城汽车连续两年成交《红包》项目，2019年总冠5000万为商业化最大单一项目下单，2020年联合赞助整合年度合作框架8000万下单为汽车业务中心最大单一下单金额。引导长城在2019年确立了，从集团层面由上至下的“精准战略”，即要求所有媒体投放都采用类似头条的精准投放投放模式，剔除众多中小媒体对手。在2019年第一个引入品效产品，作为DMP演化的下一代产品，引入“动真格，见真效”的价值观，引导客户更关注线索真实性和有效率，更进一步打击竞争媒体，确立字节绝对头部地位。3. 一汽大众开拓《明星微代言》玩法，完成单一项目800万下单，并推广至真个汽车业务中心及商业化团队。开拓《头条话题》玩法，并完成招商话题与定制话题，三话题联动成交780万的单一项目。成交的M《头号任务》、外拓IP《吾皇万岁》均为汽车业务中心打造了标杆项目并打开思路。4. 新开捷达品牌获得重大突破，VS5上市单笔成交超过1400万。开拓星图达人整合项目合作500万。为VS5上市打造的《杰出青年上市周》-《开心加工厂》项目成为三地2019年最优秀头部项目之一，为后续车展项目合作，新车上市、品牌焕新及客户公关活动费用抓取提供了创新思路。5. 北京汽车完成《GO车狂欢节》项目与“品效产品”的组合下单，同时完成北汽项目下单及品效产品合作的破冰，并在之后实现复投。2019年100%完成任务。6. 一汽奔腾完成公司首个《时尚盛典》项目总冠成交，组合明星微代言玩法，完成单一项目2000万元下单。为奔腾从A级客户升级至S+创造核心拐点，打下基础。2019年超额完成任务，完成率140%。【2020年初疫情特殊时期客户攻坚】 客户认知背景：长城汽车已经深刻认识到疫情将会对汽车厂商及经销商线下商业的长期影响，线下生态线上化发展已经是一个不可逆的趋势。一汽奔腾方面意识较守旧，且认为现状只是暂时。我方核心动作：完成深度教育客户，与长城、奔腾进行互联网营销能力共建！长城汽车完成引导，拉动市场部互联网化转型。一汽奔腾激发他们加大互联网营销投入的渴望！主要成果：1. 与长城汽车共同确定互联网营销能力长期共建策略的第一步：搭建线上营销阵地。达成包含车辆体验+用户运营+电商引流/订单转化的能力，在线上完成车企营销全链闭环。2. 长城首批不打烊项目合作费用1036万已下单。其中200万为效果通费用，在3月效果标代理落定后消耗。不打烊项目已经密集开展执行工作并与客户开启日度反馈机制。首批直播已于本周开启，短视频陆续上线。3. 长城汽车线上营销能力共建梳理资源，已与客户专项对接，推进3月上旬高层面谈。抖音中小企业扶持计划与巨量大学资源深度梳理沟通，让长城、奔腾内部抓住红利。4. 利用长城汽车的经验，同步推进奔腾不打烊项目成交。全力推进中。【2020年初效果广告】 -主要成果：1. 长城200w效果预算客户内部审批完毕。高层认可合作，单独招标中。3月中旬定标，预计3月中旬上线。-年度目标：5000万1. 年度策略：1-4月引入/留存期400万，5-8月长效投放期1200万，9-12月日耗增长/放量投放期3400万。2020年1-8月加速品牌8000万年单消耗完成，长城效果通1.0阶段完成，9月开始效果通主导客户所有费用逻辑，进入2.0阶段。

By the end of 2016, Geely has put Russian to be its core strategic market in globalization. I joined the Russian marketing department and responsible for the public relation and event marketing. Different from China domestic market, Geely faces direct attacks both from Japan-Korea brands and Euro-America brands in Russia. Although we don’t have big gap in product capability, but after CBU or CKD, we don’t have the price advantage in Russia as we are having in China.In brand PR, we firstly established the core value of Break To Be New Self to be the communication strategy. During the past 10 years, Geely’s previous achievement is gained through low price and low quality (whether of product or of service). We need to discard this kind of practice and break the old image of Geely in Russia. Meanwhile, we realize that in regards of brand product look, powertrain and various USPs and price, we don’t have big advantage against our rivals. We decided to launch Boyue (Russian name Atlas), which represents the peak of Geely 3.0 generation product and is the best-seller in China domestic market.We use this Break To Be New Self as our top of propagation pyramid, plus we have the right product. Then we developed downward the detailed second and third tier strategies. The whole strategy is made into a linear propagation node and event plan, which we continuously argue and push forward.In event marketing, my team and I lead our Russian subsidiary’s innovative conception and event planning. Our work involves call and evaluation of event bids, event execution etc. Also includes sales channel workshop, press interview, design and technology capability propagation, auto show organization and research on advertising strategy.My marketing team has won The Best Team of 2017 Award because of our exploring and works in marketing strategy.

Since 2014,we have maintained a “Wolf Spirit”.My department’s performance of sales and profits created a profound reputation in the in the JaguarLandRover,our team even became the celebrity in the JLR system in nation(sell price higher than the east average of 10000 yuan, packaging sales per unit 15000 yuan, gross margin of 45%) After 2014 Spring Festival in March, the company has experienced a number of personnel changes. Since leaving the former sales manager, I ,through the leadership of the company and the Group,was appointed to be the sales manager.Since then,I began to try to put my eyes wider, more data oriented. My focus moves from personnel training to profit development.In June 2014, the whole auto market suffered an unprecedented cold in summer.The national anti monopoly policy focus for the Jaguar Land Rover and other brands, the overall economic slump, the government's anti-corruption environment, some factors and rumors of parallel import ,online auto market and so on, have an negative impact on us.We maintain a high rate of direct sales of high profit models, set laddered commission, mortgage fees and the vast cover of packaging sales strategy, we did 2014, an sales growth of 10%. We hadarchived a gross profit of 10,915,800 yuan in 2014.In 2.9.2014,I passed Jaguar Land Rover Sales Manager Test in Development Dimensions International.Despite the 2015 "315 gearbox gate" and "antitrust" background, I still lead the sales team to complete the group's 15 year budget plan.In May 2016 , I led the sales team in the May Day auto show, reached 73 orders in 4 days, ranked NO.1 in the country dealers.In the Jaguar Land Rover summit of East China in July,I became the only dealer spokesman,on behalf of the entire East China region, shared my experience before 66 Jaguar Land Rover 4S centers.

Throughout 2013, we have completed the Nantong Jaguar Land Rover vehicle sales of 512 units, turnover of 330 million yuan, vehicle gross profit 20,315,400 yuan, decorating and derivative business gross profit of 6,509,300 yuan. The entire company net profit is 14 million 630 thousand yuan, leading the entire industry, and even more than other bigger Jaguar Land Rover 4S centers.In January 2014, rich experience in sales and delicate team management, I was the company's colleagues and leaders recommendation, to serve as the Jaguar Land Rover dual brand hall manager and take care of second-hand car business.Through 2013 ,our Jaguar Land Rover team is relatively stable, I focus on the internal management,trying to improve the sales training system.Every evening I will analyze the receptions and deal experience, put forward the difficulty, and then discuss the solution.I put commercial policies and sales performance data on the wall, so that each sales consultant were clear about their own income and position in the team, and constantly to increase self motivation.Finaly,through continuous exploration, continuous improvement and refinement, I wasable form a system.Since 2014, our company has won the Jaguar Land Rover used car qualification,which I am responsible for. Through the evaluation of the amount of sales consultants and detailed assessment,used car business within the company is a gradually normalizing process.These have become the company's growth point of profit.

From 2012 to 2013, I have accumulated a relatively rich experience in sales, a harmonious relationship between colleagues and rich life experience.By then,Nantong luxury car market also began to be in full swing thriving and increasingly fierce competition. Sales manager and general manager elected me in a sales management position, quickly led the new. At that time, our sales team has a total of 16 people, and no auto experience accounted for half, divided into two groups, I lead a group.In June 2016 I served as sales Superviser, although still part-time car seller, I put my main focusin training the team members. Maybe it is because 1 years ago I was a rookie, my team cohesion is very good, we work smoothly.The biggest problem was the defeatof competing products,every evening I will organize my team together to discuss competing products, emphasizing the professionality and analysis customer demands.In December 2013, 7 members in my group, no one left, all stable down to become the backbone of the company. My group completed 68% of the total sales of the company,my company received the unanimous endorsement of the Group company. I put hall process and details, introduce six range script, competing products comparison parameters and words into text file, and stored in customer service department.These documents has become the new Jaguar Land Rover stuff training materials and job evaluation standard.

To be in the auto industry has always been my dream.For the enthusiasm of automotive,I set it myself my life's career. In October 2009, I received a bachelor's degree in English language and literature in Shanghai International Studies University.I reach the average score of 23 courses in 75 points or more, to get a bachelor's degree. Approaching graduation, my career planning has been very clear.In March 2012,Wuxi Oriental automobile group began a comprehensive recruitment in Nantong to invest in the Jaguar Land Rover 4S center.Out of love for the industry and the Jaguar Land Rover brand, I was recruited and performed the best in the sales team.From 2012,I has been titled as the sales champion for a whole year.I developed the “3 questions of customer demand analysis”(i.e. Why Buying a Car,Purchase Time,Customer Focus), 3 days of calling strategy and competing products comparison operation and the potential customer care system.Our company has been using these systems since then.

11年2月与朋友一起在启东投资加盟了一家港式甜品品牌——恒记甜品。我们的老家都在海门，当时之所以选择在启东是因为对启东的市场潜力有信心并且看重港式甜品这个新兴的餐饮行业。但由于经营经验不足再加上人生地不熟难以铺开宣传，我们一直处在微盈利状态。11年4月份，我们与2位在南通经营日本料理的朋友一起计划在南通市区选址开店。之所以继续做甜品，还是因为对其前景的看好和坚持。11年5月2日，我们在八仙城的恒记甜品开业了，在当时是南通市区第一家专业做港式甜品的门店。店面装修环境优雅，再加上我们一共4位股东利用各自的人脉以及渠道关系，与之前的经营经验，例如通过与南通电台97.0、南通三套电视节目有关朋友的合作与初期团购活动的宣传，很快就让生意红火了起来。很多南通的白领、学生，到后来男女老少都开始接受了港式甜品这一新兴的休闲餐饮。5月开始通城非常炎热，正是甜品的旺季。我们日均营业额也达到了7000元以上。从7月份开始，八仙城范围内陆续开了2家其他品牌的甜品店。经我们一段时间的考察，他们无论是在核心竞争力（即：产品）与运营管理，甚至包括装修环境都无法与我们相比。11年7月份，我们开始考虑是否需要拿下恒记甜品南通地区的代理权，以便可以授权想从事甜品行业的投资人，在南通把恒记甜品铺开，占领南通市场。1个多月的权衡，在计算过代理费用成本收回周期，做代理后的我们加工点后期人力、成本投入与收益后，我们终于决定拿下南通六县一市的代理权。代理权拿下后，我们继续在电台参加节目，以期把授权信息广而告之。但考虑的成本原因没有做平面广告。也正在这是我们关掉了启东店，全心做南通代理。在2011年底前，我们已经有3家加盟店，分别是任港路大润发店，中南城购物中心店和港闸区2号桥店。其中前二家店在2011年均已开业，2号桥店在12年6月开业。进入2012年我们在县区又加盟了2家店，分别是海门和海安，并在12年5月左右开业。目前包括我们代理商在八仙城的旗舰店，南通地区共有6家店，日均营业额到达3万元。恒记甜品在南通已基本健康运营。我们4位股东有各自分管的业务。我负责加盟招商与市场管理。目前由亲戚全权负责。

10年3月刚进公司时我在公司世博园区的特许店担任销售专员，世博正式开园时，我主要负责销售贵金属产品，销售业绩与我的语言交流技能得到总裁与业务经理多次褒奖。后调升为销售主管，负责公司产品在其他特许店的覆盖销售，代销谈判与物流，结算等等。我能用英语完美完成公司各项产品的销售，曾多次就公司出品的各种海宝充气玩具及集邮册与各特许店运营商进行代销谈判与售后处理。世博会结束后，获得上海世博局颁发的“世博会从业人员贡献荣誉证书”