Automotive Black Technology Chapter 396: ：Arrogant

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Under the star effect and visual bombardment covering all channels, Acura’s publicity is not unsuccessful.

A week has passed since the start of the promotion, after high-intensity advertising and Liu Mou’s offline activities in several key cities were completed. The overall Baidu search index for Acura JLX has reached an astonishing 200,000.

This index even surpasses a certain TV series that is currently on the air.

In today's era where popularity is king, this achievement is enough for Acura's planning and publicity departments to be proud of.

For this achievement, the whole company is naturally jubilant.

So at the morning meeting, Kubota, as the marketing director, excitedly sang the traditional Japanese celebration song. Amidst the chorus of agreement, Kubo finished singing the tune that sounded like a ghost's scream, and even made a kabuki pose that was still full of meaning.

After getting carried away with himself for a while, Kubo looked at everyone and said with great satisfaction: "Gentlemen, I think it's time to turn the attention we have gained so far into profits!"

"Hi!"

"Kubo-kun is right!"

"Director, please tell me, what should we do next?"

Looking at the joy on the faces of a group of subordinates, Kubo waved his hand: "Inform the marketing department and supply department, and ask them to notify their 4S stores to increase the stocking volume! The volume of goods will be implemented in accordance with the peak sales standards. , Level 1 dealers stock ten units of each model, and Level 2 dealers stock five units of each model! ”

"But director, doesn't this decision need to be approved by the president?"

The excited Kubo's expression froze, and then he took a deep look at the deputy manager sitting at the end of the conference room.

This guy was promoted by President Tanaka, and he always goes against him in the department!

"Cooperating with dealers has always been a matter of our operations department, right Li Sang? Now that JLX has such a good momentum, it is the time to expand its achievements. There is no need to report to that old man. Listen to me Go ahead and execute the order!”

Obviously, Kubo still has a certain status in the company. Dealers have increased stocking and the increase in vehicle model shipments is beneficial to the performance of the entire department.

So everyone looked down at the unseemly guy. After leaving the meeting happily, they immediately made an announcement to all their cooperative 4S stores. Ask them to increase their inventory to prepare for the upcoming sales peak in the future.

It is said that Acura has entered the Chinese market for a short period of time. Although it has used some of Honda's resources in sales channels, due to the difference in the positioning of the two brands of Honda and Acura, it still markets its products through brand agents.

This model is actually similar to the specialty stores on the market. It is a cooperation between brands and private individuals. The automobile manufacturer grants regional distribution authorization to individuals or distribution companies, and then the dealers invest their own money and build it according to the standards stipulated by the automobile manufacturer. 4S store.

Because Acura invested heavily in promotion after entering the Chinese market, in just five years, it established a 4S sales network covering major first- and second-tier cities across the country.

This kind of cooperation model, which can almost be said to cost money to buy authorization, looks good, but in fact, in the actual cooperation, the automobile manufacturer who is responsible for the supply of goods and the pricing of goods has an absolute advantage.

To a certain extent, the 4S store is just a puppet of the OEM.

Take a brand like Acura as an example. Since it is positioned as high-end, it must reflect its brand positioning and value on sales terminals such as 4S stores. Therefore, the requirements and standards for 4S stores are also extremely high. Under the three rigid requirements of "luxury style", "prominent location" and "elegant and comfortable environment", the construction cost of Acura's 4S stores in various places is astonishingly high.

Not to mention places like Pushi, Beijing, where land is at a premium, even Acura 4S stores in second-tier cities like Tiancheng cost tens of millions to build.

The construction cost is only half of the investment by the owner of the 4S store - distribution and inventory are the biggest expenses.

Acura currently sells a total of seven models in China, and each model is divided into three to four models according to different configurations. Even if the goods are distributed according to three units of each model, calculated at an average unit price of 300,000 yuan per unit, the inventory cost has already exceeded the hardware cost.

This is actually nothing. After all, as the old saying goes, "Don't be afraid to sell if you have the goods." As long as the car is sold, the funds can be turned around. But the problem is that Acura, which has mastered the supply of goods and most of the initiative, often forces dealers to prepare goods in order to avoid market risks and improve sales figures.

Often, after a 4S store sells two cars, it will forcibly buy back four cars for various reasons.

You must know that the automobile sales industry does not have an inventory policy. The backlog of inventory also needs to be digested by dealers themselves.

Over time, inventory has become the biggest problem faced by Acura 4S stores across the country. Now, even as Acura's overall sales in China continue to rise, a large part of its 4S stores are still operating at a loss.

So after receiving the notice to stock the maximum quantity, various 4S dealers were very resistant.

But currently JLX’s promotion is very loud. Thanks to the high level of attention in the market, dealers still have certain expectations for this model, which is the most expensive model in the brand. So after receiving the notice and complaining to Acura, the 4S stores suppressed their dissatisfaction and started stocking up on the company's requirements.

There are more than 70 4S stores across the country, and the shipment volume of Acura JLX has suddenly increased to more than 300 units.

So under Kubo's instruction, Acura's official website posted the slogan "The king is coming, JLX sales exceeded 300 units on the first day of its launch!"

For a luxury car with a price of more than one million, this sales volume is really incredible,

Those people who don’t know the truth will do the math; obediently, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, boom, no, no, this!, this is exactly the rhythm of the first day sales of 300 million!

China is a very immature automobile market.

Many times, when consumers choose a car, they don’t look at the performance, manufacturing process or after-sales service, but blindly follow the trend. In a sense, it is very similar to a vegetable market - whichever stall has more people in front of it, customers will think that stall has better food.

Acura, which has grown in China through marketing, knows this very well.

And it turns out that this kind of out-of-context propaganda does work. After this news was publicized by trolls and some car media were recharged to help praise it, JLX's market attention has increased a lot.

At this juncture when JLX speculation was booming, Li Fanyu and Li Kai rushed to the State-owned Assets Supervision and Administration Commission of the capital.