Automotive Black Technology Chapter 268: ：Sold out
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Li Fanyu keeps a close eye on TT's sales.
He is actually extremely satisfied with the current sales situation. On the first day after the advertisement went out, the Zhengxin online sales platform received orders for nearly 200 vehicles!
Moreover, to his surprise, the Roadster convertible version, which he was not very optimistic about, actually accounted for more than 40% of sales.
In his expectation, the sales volume will reach 100 on the first day, which means that the purpose of this money-making model has almost been achieved.
The biggest contributor to this achievement is actually Li Kai from the planning department.
After learning about Li Fanyu’s goal of short cycle and large profits, it was this young man who came up with suggestions and decided on a sales strategy of limited edition of 1,000 vehicles.
According to his opinion, the benefits of limited sales of a sports car like the TT are mainly twofold.
First, use quantitative restrictions to express the scarcity of a resource. This can make women aged 20-25, a group with strong shopping desires, generate relatively strong shopping determination and impulse consumption, encourage them to make prompt decisions and reduce hesitation before shopping.
To put it bluntly, it is to create a sense of urgency of "Come and buy it, otherwise it will be gone!"
Li Fanyu was resistant to this proposal at first. He did not want to engage in hunger marketing. It is said that when he bought a Xiaomi mobile phone before, he was deceived by such a trick. So now that I'm in business, I naturally don't want to put my customers in the same situation I was in.
But with Li Kai's repeated explanations and the second benefit, he followed the good advice and changed his mind.
The second benefit is that the limited edition can increase the value preservation rate of high-priced products such as sports cars.
The scarcity of resources also ensures the uniqueness of the product in the market. To put it another way, even if the car owner no longer wants to use it after driving it for a few years, he wants to sell the TT. Because there are only 1,000 units on the market, the selling price is much higher than that of mass-produced models that have been on sale for a long time.
Have you not seen that in that time and space before the course of automobile history changed, the second-hand car prices of some limited-edition sports cars were higher than the original factory prices!
Of course, that situation occurred mainly due to the car's good performance and very small number of copies in existence.
Although 1,000 vehicles is not a small number, for the huge consumer market in China, it is obviously rare.
So as soon as this sales strategy came out, it was natural that TT's sales received a huge boost.
After the popularity of the first day of sales, Li Fanyu finally felt relieved. Since the sales task of one thousand units seemed to be no problem, he shifted his attention to the super production line.
Faced with such hot sales, the limited production capacity can't help but make him feel pain in his balls. With the current production capacity of the super production line, seventy vehicles a day is already the limit, even if we work around the clock.
So after Li Fanyu explained to Audi, he "retired" to the mysterious workshop deep in the power company. Based on the order requirements currently received, we are working day and night to deliver the car to the user as quickly as possible.
……
Li Fan wasted all his efforts and spent three days with two **** circles under his eyes to finally get over 190 TTs ordered on the first day.
He didn't have time to rest, so he immediately called the e-commerce department, which is the operation team of the Zhengxin online sales platform, and informed them to confirm the customer's order details and delivery address again so that they can arrange delivery. .
The efficiency over there was very fast. In a short while, the order details were confirmed and sent to Li Fanyu via email.
Li Fanyu patted his sleepy face and was about to call Sun Guoyi to ask him to arrange logistics. But after seeing the long order, he almost fell down!
There was only a plain text version of the Excel table in the entire email, but the length of the table... really made him feel crushed after he had not slept soundly for three days!
He roughly pulled the form to the bottom and saw that the number of orders had reached an astonishing over nine hundred!
It only took four days in total for Tianwucao! A thousand TTs are almost sold out?
He quickly contacted someone from the e-commerce department and planned to reconfirm the order.
Unexpectedly, before the call was dialed, the person over there called first: "Mr. Li! I have a good news for you!"
Li Fan was confused, "What joy?"
"Our sales task is completed! From the beginning of the pre-sale to now, in a total of four days and fifteen hours!, we have completed the sales task of the first batch of one thousand vehicles!"
Li Fanyu’s phone fell to the ground with a clatter.
"Mr. Li, Mr. Li? Hello? Hello?" Zhengxin E-Commerce Department, who was still thinking about asking for praise, thought for a moment that Li Fanyu fainted from excitement.
How could Li Fanyu be so excited that he fainted? He almost fainted from crying!
Mom! The limit is wrong!
Li Kai, you bastard, come here, let’s have a good chat, I promise not to beat you to death!
After Li Kai received the call from Li Fanyu, he felt aggrieved when faced with the accusations from Xingshi.
"President...didn't you say the sales target is 500 million..."
"Damn it! Of course the more sales the better, Hundan! When it comes to making money, there is no such thing as too little!"
Li Kai pinched his face and put the phone away from his ears to prevent the roar from the phone from deafening him.
He scratched the back of his head and said, "Mr. Li, don't worry, let me think of a way... How about we withdraw some other limited editions from TT? For example, Mr. Li's birthday commemorative model, or... ”
However, even though he was so resourceful, he couldn't come up with any good solutions. He could only hang up the phone while Li Fanyu was going crazy, and called all his colleagues in the planning department together to seek countermeasures.
……
Li Fanyu was actually just venting.
He knew very well; in less than five days, a thousand cars were sold out, and a large part of it was due to the limited sales strategy.
At present, the target of 1,000 vehicles is indeed too small. This actually has nothing to do with Li Kai. His own estimation errors account for a large part of the responsibility.
He made the mistake of taking things for granted and of empiricism.
Talk about TT's sales forecast. On the one hand, it takes its current funding gap as an important criterion. On the other hand, it is based on the original X-power sales situation.
He forgot one thing. Although TT and X-power are both sports cars, strictly speaking, these two cars are completely different.
It can be said that compared to focusing on the ultimate racing driving feeling, TT is more civilian and easier to be accepted by the public.
And... considering the price, X-power is much higher than TT. You know, at the original price of 1.4 million, X-power sold more than 600 units in China...
In short, the general conclusion is that he predicted the market demand for TT product too little.
What a bad decision... what a bad decision!
However, now that things have become like this, Li Fanyu does not intend to break his promise and continue to sell TT models.
Why?
We have already agreed that the quantity will be limited to 1,000 units. How can we change it overnight?
When the time comes, if you are spat on, don’t give Zhengxin the name of deceiving consumers. It will be more than worth the gain...
However, although he sold fewer cars, his initial goal was achieved. Now that more than 500 million yuan has been obtained, the problem of funding for the construction of the Zhengxin Research Center in the industrial park has been solved.
This is a big deal.
After using this reason to comfort himself for a while, he finally got out of the pain.
I just thought about going home to catch up on my sleep and continue working hard tomorrow to implement the order. The e-commerce department called again.
Li Fanyu picked up the answer weakly, "Hey, you guys did a great job. You've been very busy these past two days. Let your manager arrange a celebration banquet later, and I'll treat you."
"Mr. Li! Let's talk about the treat later! We have been complained!"
"What?" Li Fanyu cheered up instantly. Could it be...which link went wrong?
"Tell me, what's going on?" he asked urgently.
"After the sales task was completed, we uploaded a thank you announcement on TT's sales page, announcing that everything was sold out. Unexpectedly, those consumers who did not buy the product jointly reported us to the Consumers Association and asked us to reopen sales. !”(To be continued.)