www.lnmao.org, the fastest update to the latest chapter of automotive black technology!

It actually took a long time for MINI to be accepted and respected by young people in the time and space Li Fanyu lived in before.

In the beginning, the design concept of MINI was only centered on fuel efficiency and compactness. But a year after it rolled off the assembly line, racing engineer John Cooper injected it with racing blood. It was not until BMW later acquired MINI that BMW's consistent dynamism and trendiness were written into the DNA of this classic model.

So in view of these experiences, Li Fanyu put forward his own ideas at the meeting with the operations department and planning department.

With the knowledge of two time and space, he believes that the focus of mini promotion should be on the trendy and fashionable part. Of course, because of the addition of the "Caterpillar" suspension system, there is also a need for focused publicity in terms of performance.

But at the seminar, everyone held the opposite attitude.

They believe that Mini has broken two world records and won a championship at the beginning of its launch. Its sports genes have been fully reflected, and publicity should focus on this area.

Before MINI's product launch, there were actually signs of this disagreement, but the company did not start promoting and publicizing the model at that time, so it was not exposed at that time.

It is difficult to put aside objections with words before anything comes to fruition.

Li Fanyu is not disgusted with this disagreement.

However, due to the fact that the actual situation has deviated from his previous time and space, Li Fanyu was unable to explain in detail BMW's business strategies and methods for Mini in that time and space. After all, there is still a gap between Zhengxin's brand appeal and style and the awesome "Don't Touch Me".

Li Fanyu is not disgusted with this disagreement.

Employees can make judgments that they think are correct from the perspective of the company and products and the market. This behavior should be encouraged. So even though he had already made up his mind, he still patiently analyzed his thoughts with everyone.

"Don't set the tune too high. Mini's racing genes are definitely there. But in order to pursue sales at this stage, we cannot focus our publicity on this aspect. Performance can be improved through participation in the future Various competitions are slowly proving it. After all, the gold content of WDS competitions is not very high, so I think this time the marketing should still use fashion as a selling point to catch the attention of young people.”

Li Fanyu put down the water glass in his hand and said with a smile.

"But Mr. Li, the popularity of TT is largely due to the limited sales policy you set at the time. I think if Mini wants to create profits for the company in the long term, it must find marketing that can be scrutinized and reliable. Core. The idea of ​​fashion is indeed eye-catching, but young people’s minds are distracted and their attention shifts quickly. I am afraid that this idea will be forgotten after a moment of popularity, and it is far less important than the real car fans’ attention to vehicle performance. Time comes in the long run.

Mr. Li, judging from the testing during this period, MINI is definitely talented in becoming a classic model of a generation. It has a simple and compact body, unique appearance, excellent performance, and a price that most white-collar workers can afford. These are all essential factors for a successful model. We have so many advantages, why should we focus on gimmicks that are easily forgotten? And to be honest, our team is not very professional when it comes to taking the fashion route. ”

The young man from the planning department who spoke was named Wang Lei, who looked to be no more than two years older than Li Fanyu. Although the words were a bit harsh, they made Li Fanyu very interested in him.

This man's vision is very accurate.

It turns out that before the year 2000 in the previous time and space, the points he just mentioned had always been the main marketing focus of MINI.

It can even be said that from the time MINI rolled off the production line in 1959 until it was discontinued in 2000, it was this positioning and marketing strategy that contributed to MINI's sales of more than five million units.

But times are changing, boy,

If it were thirty years ago, even ten years ago, this idea would have been a good one. But in today's era where even meals are fast food, this method is obviously outdated.

Li Fanyu stretched out his hand and waved it.

He paused, organized his words, and asked: "In your impression, what kind of car should the Mini Cooper be?"

Wang Lei was stunned for a moment, "Of course it is a car with excellent performance that can satisfy modern urban white-collar workers' travel, sense of superiority and driving pleasure..."

Looking at the half-smile on Li Fanyu’s face, he stopped and said, “Um, Mr. Li, am I right?”

"Yes, Mini is just that kind of car." The meeting has been going on for more than an hour. The breathing of the people in the room and the heated hands made by the heater made Li Fanyu feel a little hot.

He loosened his tie slightly, rolled up the sleeves of his white slim shirt, and said with a smile: "But the problem is, Alfa Romeo's Lamondo is also such a car, and Mazda RX-T is also such a car. , even the Chevrolet, which has not even dared to announce the results of the pile driving test, is such a car. If Mini gives people the same impression, then what is our advantage in quickly occupying the market?"

Wang Lei thought for a long time, but stopped talking.

Seeing his embarrassed look, Li Fanyu stood up and said, "Mini, you must have higher pursuits."

He looked around, noticed everyone's puzzled look, and slowly stood up.

"After the TT, our competitors have all set their sights on the car market for women aged 20-15. At the beginning of the establishment of Mini's research and development, I really wanted to use this model to win back the popularity of the limited edition strategy. Loss of market share. But after these few days, especially after the TT Whispering Edition won the Fashion Design Award in the United States, I feel that we should set our sights and ambitions bigger!"

“Since our models have already achieved success in the market of young women aged 20-25, why can’t we go a step further and embrace the market of young people aged 20-25? In my vision, it is To make Mini a representative product.”

Having said this, he walked out of his seat, walked slowly in the conference room and said: "Our car market is immature now, and the main consumers of cars are those who have a certain foundation in their careers. But Please ask yourself, even when you are in school, have you ever thought about owning a car? ”

Li Kai, who was turning to look at him as he spoke, laughed, "Yes! But that's just daydreaming."

Everyone burst into good-natured laughter after hearing his remarks.

Li Fanyu also laughed, "Whether you can afford it or not is one thing, but whether you have the intention to buy it is another matter. Maybe you are a student, an internship dog, or a rich second generation. But as long as young people, Most people dream of owning their own car, right? ”

Seeing everyone nodding, he stretched out his finger, "So, we want to make MINI the first choice for young people to buy cars, and even the goal of striving for it!"

Looking at the looks of everyone who were a little surprised that he spoke so loudly, Li Fanyu struck while the iron was hot, "What are young people pursuing nowadays? What they pursue is individuality. Things they use, eat, and wear are all like this. But individuality What is it? Personality is to pursue the joy of life, to have a unique and elegant taste, not to be ordinary, and to refuse to be simple and repetitive. Therefore, we have to give Mini this kind of personality!

The atmosphere in the conference room seemed to be still for a while, as everyone was still digesting what Li Fanyu just said.

It wasn't until about half a minute later that a round of applause broke out in the room.

The next day.

Many people who follow Zhengxin and MINI found that the MINI pre-sale interface on Zhengxin’s online sales platform has been updated.

Before the introduction page that can be entered directly, there is a full-screen advertising interface.

On the interface, there is a mini Cooper outline made up of many dazzling colors. Below the picture, there is a statement that is very bragging.

"There are no two identical Minis in the world!"

When I clicked into the advertisement page, there was another motto-like slogan - all the wonderful things are dedicated to the young you.

The first batch of users who saw this advertisement felt their eyes light up. On the same day, the forum on Pinche.com, which was almost in Zhengxin’s back garden, already had rave reviews for this advertisement.

The vast majority of users, especially young users, find such attractive advertisements exciting.

After receiving feedback and being recognized by the first batch of users. The Zhengxin Planning Department and Operations Department were confident and quickly launched into the next publicity work. Mini Cooper's overwhelming advertising started.

Conspicuous billboards in urban areas of major cities. Huge poster in city subway station.

More than fifty celebrities, led by Zhou Qingyu and Ma Rao, flooded Weibo with friendship.

Such a large spread of information immediately attracted many curious young people.

When they entered the mini pre-sale interface of the Zhengxin online sales platform and saw the product introduction list, they saw an exciting scene.

Different from the rigid and monotonous paint of previous cars, the MINI comes in a huge variety of colors, including ten more colors than the previous TT. Moreover, on the introductory page, Zhengxin also announced a shocking news.

All Minis are subject to legal painting requirements and user personalization. Even if you buy it by default without request, you will get a car with a roof designed and painted by a fashion designer.

Just when these people were curious about where Zhengxin got these designers. The official website of Qingyu Qingshe released an announcement - Qingyu Qingshe has officially reached an in-depth cooperative relationship with Zhengxin. In the future, it will be responsible for the design and optimization of the appearance and interior parts of specific models for Zhengxin.

Such a novel and unique model immediately captured the hearts of many young people. (To be continued.)

www.lnmao.org, the fastest update to the latest chapter of automotive black technology!

It actually took a long time for MINI to be accepted and respected by young people in the time and space Li Fanyu lived in before.

In the beginning, the design concept of MINI was only centered on fuel efficiency and compactness. But a year after it rolled off the assembly line, racing engineer John Cooper injected it with racing blood. It was not until BMW later acquired MINI that BMW's consistent dynamism and trendiness were written into the DNA of this classic model.

So in view of these experiences, Li Fanyu put forward his own ideas at the meeting with the operations department and planning department.

With the knowledge of two time and space, he believes that the focus of mini promotion should be on the trendy and fashionable part. Of course, because of the addition of the "Caterpillar" suspension system, there is also a need for focused publicity in terms of performance.

But at the seminar, everyone held the opposite attitude.

They believe that Mini has broken two world records and won a championship at the beginning of its launch. Its sports genes have been fully reflected, and publicity should focus on this area.

Before MINI's product launch, there were actually signs of this disagreement, but the company did not start promoting and publicizing the model at that time, so it was not exposed at that time.

It is difficult to put aside objections with words before anything comes to fruition.

Li Fanyu is not disgusted with this disagreement.

However, due to the fact that the actual situation has deviated from his previous time and space, Li Fanyu was unable to explain in detail BMW's business strategies and methods for Mini in that time and space. After all, there is still a gap between Zhengxin's brand appeal and style and the awesome "Don't Touch Me".

Li Fanyu is not disgusted with this disagreement.

Employees can make judgments that they think are correct from the perspective of the company and products and the market. This behavior should be encouraged. So even though he had already made up his mind, he still patiently analyzed his thoughts with everyone.

"Don't set the tune too high. Mini's racing genes are definitely there. But in order to pursue sales at this stage, we cannot focus our publicity on this aspect. Performance can be improved through participation in the future Various competitions are slowly proving it. After all, the gold content of WDS competitions is not very high, so I think this time the marketing should still use fashion as a selling point to catch the attention of young people.”

Li Fanyu put down the water glass in his hand and said with a smile.

"But Mr. Li, the popularity of TT is largely due to the limited sales policy you set at the time. I think if Mini wants to create profits for the company in the long term, it must find marketing that can be scrutinized and reliable. Core. The idea of ​​fashion is indeed eye-catching, but young people’s minds are distracted and their attention shifts quickly. I am afraid that this idea will be forgotten after a moment of popularity, and it is far less important than the real car fans’ attention to vehicle performance. Time comes in the long run.

Mr. Li, judging from the testing during this period, MINI is definitely talented in becoming a classic model of a generation. It has a simple and compact body, unique appearance, excellent performance, and a price that most white-collar workers can afford. These are all essential factors for a successful model. We have so many advantages, why should we focus on gimmicks that are easily forgotten? And to be honest, our team is not very professional when it comes to taking the fashion route. ”

The young man from the planning department who spoke was named Wang Lei, who looked to be no more than two years older than Li Fanyu. Although the words were a bit harsh, they made Li Fanyu very interested in him.

This man's vision is very accurate.

It turns out that before the year 2000 in the previous time and space, the points he just mentioned had always been the main marketing focus of MINI.

It can even be said that from the time MINI rolled off the production line in 1959 until it was discontinued in 2000, it was this positioning and marketing strategy that contributed to MINI's sales of more than five million units.

But times are changing, boy,

If it were thirty years ago, even ten years ago, this idea would have been a good one. But in today's era where even meals are fast food, this method is obviously outdated.

Li Fanyu stretched out his hand and waved it.

He paused, organized his words, and asked: "In your impression, what kind of car should the Mini Cooper be?"

Wang Lei was stunned for a moment, "Of course it is a car with excellent performance that can satisfy modern urban white-collar workers' travel, sense of superiority and driving pleasure..."

Looking at the half-smile on Li Fanyu’s face, he stopped and said, “Um, Mr. Li, am I right?”

"Yes, Mini is just that kind of car." The meeting has been going on for more than an hour. The breathing of the people in the room and the heated hands made by the heater made Li Fanyu feel a little hot.

He loosened his tie slightly, rolled up the sleeves of his white slim shirt, and said with a smile: "But the problem is, Alfa Romeo's Lamondo is also such a car, and Mazda RX-T is also such a car. , even the Chevrolet, which has not even dared to announce the results of the pile driving test, is such a car. If Mini gives people the same impression, then what is our advantage in quickly occupying the market?"

Wang Lei thought for a long time, but stopped talking.

Seeing his embarrassed look, Li Fanyu stood up and said, "Mini, you must have higher pursuits."

He looked around, noticed everyone's puzzled look, and slowly stood up.

"After the TT, our competitors have all set their sights on the car market for women aged 20-15. At the beginning of the establishment of Mini's research and development, I really wanted to use this model to win back the popularity of the limited edition strategy. Loss of market share. But after these few days, especially after the TT Whispering Edition won the Fashion Design Award in the United States, I feel that we should set our sights and ambitions bigger!"

“Since our models have already achieved success in the market of young women aged 20-25, why can’t we go a step further and embrace the market of young people aged 20-25? In my vision, it is To make Mini a representative product.”

Having said this, he walked out of his seat, walked slowly in the conference room and said: "Our car market is immature now, and the main consumers of cars are those who have a certain foundation in their careers. But Please ask yourself, even when you are in school, have you ever thought about owning a car? ”

Li Kai, who was turning to look at him as he spoke, laughed, "Yes! But that's just daydreaming."

Everyone burst into good-natured laughter after hearing his remarks.

Li Fanyu also laughed, "Whether you can afford it or not is one thing, but whether you have the intention to buy it is another matter. Maybe you are a student, an internship dog, or a rich second generation. But as long as young people, Most people dream of owning their own car, right? ”

Seeing everyone nodding, he stretched out his finger, "So, we want to make MINI the first choice for young people to buy cars, and even the goal of striving for it!"

Looking at the looks of everyone who were a little surprised that he spoke so loudly, Li Fanyu struck while the iron was hot, "What are young people pursuing nowadays? What they pursue is individuality. Things they use, eat, and wear are all like this. But individuality What is it? Personality is to pursue the joy of life, to have a unique and elegant taste, not to be ordinary, and to refuse to be simple and repetitive. Therefore, we have to give Mini this kind of personality!

The atmosphere in the conference room seemed to be still for a while, as everyone was still digesting what Li Fanyu just said.

It wasn't until about half a minute later that a round of applause broke out in the room.

The next day.

Many people who follow Zhengxin and MINI found that the MINI pre-sale interface on Zhengxin’s online sales platform has been updated.

Before the introduction page that can be entered directly, there is a full-screen advertising interface.

On the interface, there is a mini Cooper outline made up of many dazzling colors. Below the picture, there is a statement that is very bragging.

"There are no two identical Minis in the world!"

When I clicked into the advertisement page, there was another motto-like slogan - all the wonderful things are dedicated to the young you.

The first batch of users who saw this advertisement felt their eyes light up. On the same day, the forum on Pinche.com, which was almost in Zhengxin’s back garden, already had rave reviews for this advertisement.

The vast majority of users, especially young users, find such attractive advertisements exciting.

After receiving feedback and being recognized by the first batch of users. The Zhengxin Planning Department and Operations Department were confident and quickly launched into the next publicity work. Mini Cooper's overwhelming advertising started.

Conspicuous billboards in urban areas of major cities. Huge poster in city subway station.

More than fifty celebrities, led by Zhou Qingyu and Ma Rao, flooded Weibo with friendship.

Such a large spread of information immediately attracted many curious young people.

When they entered the mini pre-sale interface of the Zhengxin online sales platform and saw the product introduction list, they saw an exciting scene.

Different from the rigid and monotonous paint of previous cars, the MINI comes in a huge variety of colors, including ten more colors than the previous TT. Moreover, on the introductory page, Zhengxin also announced a shocking news.

All Minis are subject to legal painting requirements and user personalization. Even if you buy it by default without request, you will get a car with a roof designed and painted by a fashion designer.

Just when these people were curious about where Zhengxin got these designers. The official website of Qingyu Qingshe released an announcement - Qingyu Qingshe has officially reached an in-depth cooperative relationship with Zhengxin. In the future, it will be responsible for the design and optimization of the appearance and interior parts of specific models for Zhengxin.

Such a novel and unique model immediately captured the hearts of many young people. (To be continued.)