Automotive Black Technology Chapter 510: : It’s going to be a hit right away
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Li Fanyu felt resentful towards Daewoo.
Competition among car companies has always been fierce, but competition is more concentrated at the sales terminal and strategic level. For example, a certain car model of a certain car company sells well and has gained a relatively large market share. Peer car companies will develop this car as a competitive model to seize market share and crack down. If a model and its competing models both sell well in the classified market, this competition will often last for more than ten years or even decades.
For example, in the time and space before Li Fanyu, the Mercedes-Benz S-Class and the BMW 7 Series had been passionately in love with each other since the 1970s. The two models had been fighting tit-for-tat for more than 40 years.
But that kind of competition is more about oneself and marketing. From the outside, it still maintains a certain demeanor. Now Daewoo's story of putting up billboards in front of Zhengshin's new factory has become a bit disgusting.
This is beyond the scope of advertising and is a naked demonstration!
If Li Fanyu could endure this, he would no longer be called Li Fanyu.
So after Xu Sen reported the market conditions, he asked the branch to speed up the progress. Taking advantage of the gap in the assembly of the production line here, quickly negotiate with a sales agency to establish sales and service outlets and maintenance service outlets.
After assigning tasks to the branch, he came to the factory and called the production technology director and the R&D technology director together. On the one hand, it is required to speed up the assembly of the production line, and on the other hand, the accompanying R&D team is asked to immediately start the technical planning of Egypt's adaptive R&D and localized production of Hongguang.
Because countries and regions differ, when a model enters other regions, some accessories and configuration modifications are required to adapt to the local environment and driving habits. When several Audi models entered the United States before, PCM actually also made this requirement. But because there is basically no difference in climate conditions between China and the United States, Li Fanyu didn't care at the time.
But this time it is different. The weather in Egypt and even most parts of Africa is hot and dry, and the climate conditions are relatively harsh compared to China. Therefore, Hongguang must make some changes; such as installing an anti-sand filter in the engine air intake system, increasing the energy efficiency of the air conditioner, etc.
The failure to allow Hongguang to enter the market as soon as possible gave Daewoo a slap in the face with its sales volume. After allocating a series of tasks, Li Fanyu and Liu Qing invested in adaptive research and development.
……
More than a week passed quickly.
During this period, the production line has been initially assembled, and the R&D team led by Li Fanyu has also completed adaptive research and development, adding wind and sand filters and super powerful in-car air conditioning to Hongguang.
The technical team teamed up with people from the Volkswagen branch to contact the local accessory parts manufacturer and outsourced the low-tech accessories on the Hongguang body. Domestic products such as power transmission assemblies are also transported by sea.
As soon as we look at it, Hongguang is ready for production.
On the dealer side, after screening by the branch, Zhengxin Volkswagen’s partner in Egypt was finally determined, DME Company.
This company has many businesses; it mainly provides pre-sales and after-sales services to mold processing and injection molding companies such as home appliance manufacturers, automobile industry, and medical industry. But this company has a deep background in Egypt and is also involved in the application and promotion of hot runner technology in the banking industry and plastic molds.
The reason why Li Fanyu chose this company is because after communicating with Lu Jingming, he learned that DME has certain relations with the Egyptian government; they have their own bank that can support car loan services, and they have selected the company through Zhengxin Several agency companies offer relatively favorable conditions.
And it seems that Li Fanyu was very happy when the director of this company saw the word Zhengxin in front of Volkswagen. During the negotiation, I asked Xu Sen directly whether this Zhengxin was the F150 Zhengxin.
When they learned that this was a new brand established by the company that owns F150, DME turned back and offered a 7% agency discount, and promised to help Volkswagen with its sales layout in various regions of Africa in the future.
No way, the F150 is a new player in the American pickup truck market, and DME in the auto sales industry has long admired its name.
In fact, there is another reason why Li Fanyu quickly established a cooperative relationship with DME; coincidentally, this company also represents the sales of three models of Daewoo!
Li Fanyu likes the frontal aspect the most!
DME, Cairo headquarters.
Li Fanyu made a special trip this time to lead Xu Sen and others to discuss the promotion of Hongguang with DME.
In today's information age, it is very important whether a product is good or not, but if you want this product to be popular in the market, publicity is more important. In this era, the allusion that the aroma of wine is not afraid of the depth of the alley is no longer applicable, so Li Fanyu I still attach great importance to Hongguang's first publicity.
"Mr. Li, for your company's Hongguang, we plan to use its large space and low cost as its selling points. With these two core elements, we have entrusted local advertising companies to do several cases, please take a look."
Li Fanyu nodded to DME's marketing director and took the iPad with a half-finished advertising sample in it.
Due to differences in culture and customs, he was afraid that he would not understand the plot of the case, so the DME clerk stood beside him and explained it to him. Under the clerk's introduction, he quickly read through the contents of the advertisement.
Although the languages are different, he understands the creativity and focus of the two advertisements.
But to be honest, in his eyes, these two advertisements...are not very good.
The first advertising plan uses space as the core element. It depicts an Egyptian family of seven driving to play. From the perspective of the owner and driver, I looked back at the scene of the old man and the child enjoying themselves in the same car.
The second advertisement combines DME's credit business and tells the story of a poor young man buying a car.
After watching it, Li Fanyu suppressed his complaints and said with a smile to Chris, the marketing director of DME: "I feel that these two advertisements are really lacking in attractions. This can be described in Chinese terms. , called not distracted."
In China, Li Fanyu has a network that covers more than half of the country’s population and Zhengxin’s national halo that he can use to promote his new models. In the US market, he single-handedly created "TG", the most popular variety show in the automotive field.
So when it comes to advertising, there is no need to be so serious.
But not in Egypt.
Here, he has no leverage. So in his expectation, this first wave of publicity must hit Hongguang!