Hui Tong Jia Hua Group

At a glance

  • Collaboration across China
  • Remote automobile diagnostics
  • Improves sales and service

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Defying Distance in the World’s Largest Auto Market

The world's largest automobile market just keeps on growing. With millions of Chinese consumers yet to make their first-ever car purchase, sales of new cars in China show no signs of slowing. In fact, in as little as a decade, China could surpass 1 billion licensed drivers – more than triple the number of drivers today.

Talk about a business opportunity.

Few companies recognize the upsides – and the challenges – of China's exploding automotive market better than Hui Tong Jia Hua Group. The company operates more than 50 dealerships throughout China, selling and servicing some of the fastest-growing brands in the country, including Jaguar Land Rover, whose new car sales in China soared 48 percent from 2012 to 2013.

Hui Tong Jia Hua Group has a plan to keep pace with the Chinese need for speed: growing to 60 locations by the end of 2014 and 100 dealerships within a few years. To ensure the company doesn't forfeit customer satisfaction as it scales, executives will make strategic use of advanced technologies.

"As the company grows bigger, its demand for information will become more urgent,” says Luo Hua, information director with Hui Tong Jia Hua Group's Ministry of Information. Luo says leveraging information management will help the company improve after-market service – increasingly vital as the business adds locations, as existing automobiles begin to age, and as more Chinese motorists buy second cars.

To do a better job of engaging with customers, Hui Tong Jia Hua Group is relying on video collaboration solutions from Polycom. Using high-definition room environments and later implement mobile video solutions, staffers defy distance as they collaborate face-to-face across the vast country. Though used widely for sales and other functions, the company sees video collaboration playing a breakthrough role in establishing loyal, lasting relationships with customers, and in training and supporting service personnel. Hua says technicians "can share their knowledge using remote diagnosis, very similar to the medical industry."

As it extends its footprint throughout China, Hui Tong Jia Hua Group will be sure to keep both eyes on the road ahead. No matter where it goes, video collaboration will help chart its course, creating a competitive edge in what will undoubtedly be one of the world's most competitive marketplaces. "Information management will be important for winning customers,” says Fu Liang, general manager of Jia Xiang Guang Ai Toyota Automobile Store – part of Hui Tong Jia Hua Group's Hainan Business Division. "Whoever implements and adopts it sooner will be closer to customers."