Chapter 188 4S store plan

In November, Zhang Bixuan held the first summary meeting since the official launch of Longteng Automobile Group products in Shenzhen.

Several Longteng Automobile Group published summary reports one by one from the general manager, finance, chief engineer, marketing supervisor, etc. Finally, everyone has a clear understanding that Longteng Automobile Group simply regards advertising as marketing.

In fact, marketing is a very complex discipline. The main processes of marketing include identification of opportunities, development of new products, attracting customers, retaining customers, cultivating loyalty, and order execution. If these processes can be handled well, marketing is usually successful. If there is a problem in any link, the company will face an existential crisis. To put it simply, if you successfully sell the goods to customers, then marketing will be successful, otherwise it will be unsuccessful.

China has long implemented a planned economy. Under this economic model, the entire market is a seller's market and does not require marketing at all. Therefore, before the reform and opening up, the domestic market had no advanced marketing concepts. After the reform and opening up, after the economy became active, the entire market gradually changed from the previous seller's market to the buying and opening market, and marketing became necessary. The domestic marketing model is still quite backward. Basically, most companies imitate successful similar corporate marketing models at home and abroad.

Since its establishment, Longteng Automobile Industry Group has only engaged in technology and product development, and has never had marketing experience. In addition, the "Nao Platinum" of Longteng Health Products Group, which was established hastily, has gone from research and development to soft article promotion. After the product was launched, it used overwhelming advertising to open the way for the product, resulting in a steadily increasing sales. Longteng Automobile Group blindly imitated the Nao Platinum marketing model, but did not want the successful marketing model of health products to let go of the automobile market but was not adapted to the local environment.

Because any pharmacy or supermarket can serve as a sales channel for health care products like Naobaijin, it can be successful. The channels of the automobile market rely on the support of various automobile dealers. Once the dealers cancel their cooperation with Longteng, the Kirin sedan will instantly disappear from the market.

A car sales store requires at least several million or tens of millions of funds to open it, because of this capital barrier, which makes it impossible for the number of dealers to be too large. Moreover, because long-term cooperation with joint venture car brands can allow dealers to make stable money, and Longteng's Kirin sedan has not had the experience of successfully making a lot of profits in the past. Therefore, they cannot offend other manufacturers for the sake of Longteng! In their opinion, breaking a contract with Longteng and losing a part of the deposit and being able to continue to maintain a good cooperative relationship with other joint venture manufacturers is a correct decision like a fish and taking a bear's paw!

During the meeting, Zhang Bixuan blamed himself: "It seems that I am still too impatient. I didn't pay attention to the crisis of unstable sales channels, which made Longteng Auto expand blindly!"

Then he began to cheer up Longteng employees, "The wood is in the forest, and the wind will be destroyed. Being jealous and being united to attack shows that we are strong and excellent! Since we have shown our strength, there is no need to worry about this and that. We should face the more violent storm calmly." "Of course, we believe that others cannot defeat us! We have enough funds, a young team, and we represent the hope of China's independent brand cars in the future. If one day, those foreign car brands will withdraw their investments, and believe that those seemingly powerful joint venture giants will produce them.

There is no four-wheeled car that can run. If we are knocked down, it will be a tragedy of China's automobile industry and a regression of China's automobile industry! In 1949, Chairman Mao said in Tiananmen Square that the Chinese people have stood up. But today, our own people are united with foreigners to defeat our own brand of China's automobile industry and kill the seedlings that may grow into towering trees in the future! We will never surrender, we will slap them loudly! At present, I hope everyone will work together to give the most fierce counterattack to the cunning and insidious opponents!"

The atmosphere of on-site discussions became lively, and countless fantastic suggestions were put forward.

Some people suggested that Longteng could open a 4S store to break the deadlock of many domestic peers, which made Zhang Bixuan applaud when he heard this, thinking that this person was a talent.

When Zhang Bixuan looked around for the person who had just shouted "4s store!", he saw many people avoiding their gazes and asked, "Who called out the 4s store just now? Stand out and say carefully!"

Everyone pointed to a middle-aged man who looked like a fat cat.

The man stood up embarrassedly and said, "I am Zhang Yu from the marketing department! I remember that before Kirin was launched, I discussed and analyzed with people in the factory what model would be the best for China's automobile marketing. However, I thought that the 4S model was the most correct model in the future, or the model that was most conducive to manufacturers' sales! The so-called 4S store refers to a four-in-one car sales model that integrates complete vehicle sales (sale), spare parts (sparepart), after-sales service (service), and information feedback (survey). The 4S model is a popular marketing concept and management model that many pioneers in the world's automobile industry have been appreciated countless times. Just like before listing, according to my suggestions, opening a large number of 4S stores affiliated to Longteng Auto Group would not be forced to this point!"

Then, Zhang Yu talked endlessly about the benefits of 4s. Due to the limitations of the times, Zhang Yu did not see the flaws of 4s stores, nor did he realize that when the auto market was in 2004 and 2005, the 4s stores were bleak, but just talked about what bright future would be if the 4s stores were developed.

Zhang Bixuan did not make a statement, but asked others: "Is there a better sales model? If there is one, you can raise it!"

Everyone was stammering. It turned out that most people in Longteng Automobile Industry Group did not know what marketing is. It can be said that Longteng Automobile has no marketing at all, only advertising!

At this time, China's information was relatively closed. Unless people were interested, they would pay attention to the popular car consumption model abroad. Most people didn't care about marketing at all. People who could know the 4S model were considered people who opened their eyes to see the world.

Zhang Bixuan had to say again: "So everyone voted to decide whether to adopt the 4S model, and whether to let Zhang Yu be the manager of the advertising and marketing department that he will be formed soon?"

Zhang Yu immediately looked at Zhang Bixuan with a surprised look, not knowing how to express his excitement!

Soon, most tickets were approved on the spot. Longteng Auto Group will adopt the 4S model for marketing, and Zhang Yu will be the manager of the advertising and marketing department. Responsible for the entire marketing plan and forming a marketing team.

In the early 1990s, China's automobile consumption market was still in its inception stage. Most dealers belonged to comprehensive stores and sold all brands, similar to grocery stores. Later, the more popular 4S model did not emerge yet.

Because, with the increasing number of brands in the automobile market and fierce competition from various manufacturers, the continuous maturity of user consumption psychology, the increasing diversity of user needs, and the requirements for products and services are becoming increasingly strict. The original agency sales system can no longer adapt to the needs of the market and users, so 4S stores have taken the lead.

Compared with the ordinary sales model, 4S stores can provide well-equipped, clean and clean repair areas, modern equipment and service management, highly professional atmosphere, good service facilities, sufficient supply of spare parts, and quick and timely tracking service systems.

Historically, since the 4S store model entered China in 1998, it has been popular. From the initial profits of any 4S store as soon as it was opened, to the 4S bubble formed in 2004 and 2005, 4S stores went bankrupt one after another. However, after surviving the difficulties, 4S stores have become the main model of China's automobile marketing. However, even after surviving the difficulties, 4S stores are only considered to have meager profits. Often, a 4S store with an investment of tens of millions may have a monthly income of less than 100,000 yuan.

Before the Longteng Auto 4S store plan was launched, the Kirin sedan suddenly changed from rare to extinction in the mainland market for half a month. Ironically, the Kirin taxi business running on the streets of various big cities is much better than other models of taxis. Because Kirin is not only fast, but also has a mid-range sedan worth hundreds of thousands of yuan in seating comfort, and its safety has also been tested.

Someone questioned in the newspaper and asked: "What's wrong with Kirin? Is the government not allowed sales? Is Kirin's quality not up to standard? Or is it maliciously suppressed? We want to know the truth!"

Soon, an excerpt from the "Announcement" was published in an authoritative newspaper. The data showed that Longteng Automobile Company and the Kirin brand were completely approved by the state to allow production and sales, and all Kirin owners also reported that there was no problem with the quality. The midterm also pointed out that Kirin kept getting orders in overseas markets, with 5,000 Kirins sold in Hong Kong, and Japanese dealers thought that Kirin cars had placed orders of 30,000. In more than a dozen countries and regions, merchants had already placed orders for Kirin. Only in mainland China, Kirin cars suddenly disappeared in the consumer market. Are there any unspoken rules here?

When a local Shenzhen reporter went to Longteng Automobile Group to interview Shao Tianya, although Shao Tianya did not specifically point out that he was viciously suppressed by his peers, he used a sarcastic tone to imply: "Some people always can't stand us producing cars that the people can afford. When our cars are twice as cheaper than their cheapest cars, they regard us as a disaster. We develop our national brands and they introduce their foreign brands. Once we want to develop our own brands in the Chinese automobile industry, they are afraid that we will affect the sales of foreign brands!"
Chapter completed!