Automotive Black Technology Chapter 491: : Fix the sales network (please subscribe!)
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Li Fanyu’s words made the bosses present thoughtful.
Everyone has dreams, but people will waver in their true intentions depending on the environment. Just like the principle of Meng Mu's three migrations, you just learn what you stick to.
When the car-making craze hit, the entire industry was pursuing market dominance. When blindly developing, it was actually quite difficult to maintain one's original intention.
Li Fanyu can understand this, but he must explain it to these bosses.
The meaning of what I said today is very clear, that is; since you have followed me as a righteous believer, don’t make those bad habits again, I will lead you to stand firm and make money!
After understanding this meaning, all the bosses were a little excited.
Who in business doesn’t want to make good products in a down-to-earth manner, and who doesn’t want to stand up straight and make money?
They are well aware of Zhengxin's position in the domestic automobile industry. By joining forces with such a company, there is no need to think about evil things. Being able to take one step at a time like Zhengxin, making a sound with each step, and growing up with the support and applause of the Chinese people along the way, this is an encouraging thing!
"Don't worry, Mr. Li, we will definitely do a good job!"
Seeing everyone expressing their opinions, Li Fan was so foolish and optimistic.
It's good to have this attitude. It proves that you can still be saved and that I haven't put all my efforts into you in vain.
However, it was only then that he realized, "Why did you all come to Huaicheng? Why don't you stay in your own factory?"
At this question, everyone smiled and said: "Isn't this Huaicheng, the first stop of the expert group? Come here to take a look at the excitement, and by the way... Discuss with the expert group by the way, let's go to our next stop Factory. As a result...at this point, everyone is here for this, haha..."
It turned out to be a car crash...
Li Fan smiled helplessly and shook his head, "Don't be anxious, I have already made a plan. Who comes first and who comes last are just relative terms. I promise you that I will complete the upgrade of your production capacity as quickly as possible. ."
Seeing that several smaller factory owners were hesitant to speak, Li Fanyu knew that their situation was urgent. After all, due to previous R&D failures or poor sales of models, all the funds they invested have been exhausted, and some factories cannot even pay wages.
"You go back and overcome it, and persist for two months at most. As long as the Hongguang model is offline, there will be times when you will be too busy."
Huaicheng's Lao Yu saw that he had given everyone a low performance and couldn't help but ask more, "Director Li, even if we have a production line in place and a production task. But the sales channels..."
Sales channels are really a problem.
Li Fanyu has been busy handling Hongguang's research and development projects during this period and has not had time to make arrangements.
Hongguang's affirmation cannot be confused with the current sales channels of Zhengxin.
There are two reasons for this;
The first is the positioning issue; the models sold by Guangqi Zhengxin are all quasi-luxury or even luxury models like the A8, which have always dominated the market with high-end and aggressive style. In order to ensure this positioning, it must not be sold as a low-end MPV selling for tens of thousands of yuan.
The second is the problem of channel network; under the approval of Xue Yaoguo, Guangqi actually took a mid-range route and only built a sales network in first- and second-tier cities. However, Hongguang's consumer groups are more targeted at the third and fourth tiers, and even the rural market.
Based on the above two points, it is obviously inappropriate for Hongguang to use Guangqi’s sales network after it goes offline.
So Li Fanyu has vaguely had the idea of establishing an exclusive sales channel for mass brands.
Considering that there are too many outlets in third- and fourth-tier cities and towns, it would be a huge burden in terms of cost and manpower for the group to set them all up. Therefore, according to Li Fanyu's initial idea, he would use an agency operation method to handle this matter.
But the embarrassing thing is that although the Volkswagen brand has passed the approval, Hongguang has not completed research and development.
You can’t just use a brand without products and recruit external agents, right?
So in the face of Yu Zhengnan's concerns, Li Fanyu had no choice but to put it aside and just told everyone that he would solve the sales channels and not to worry too much.
But in my heart, I secretly highlighted this matter and made the first priority to solve it.
……
After staying in Huaicheng for a day, meeting with the Zhengxin expert team and instructing them to do a good job in upgrading Chang Neng, Li Fanyu returned to Tiancheng with Zhuzi. But he couldn't resist Yu Zhengnan and other bosses' attempts to stay, so he had to accept their invitation and delay it for another day.
Early the next morning, Li Fanyu said goodbye to everyone and drove back to Tiancheng with Zhuzi.
After returning to the group, he convened Zhengxin’s marketing department and the newly established public department and asked them to prepare for sales channels as soon as possible.
The general manager of the Volkswagen branch is Zhang Yao, the former vice president of Zhengxin Marketing Department.
Although Li Fanyu did not explain, as the person in charge of Zhengxin New Brand, she had already prepared a plan. After positioning the Volkswagen brand and Hongguang, which is currently being developed by Zhengxin, she coincided with Li Fanyu's idea.
That is to advocate targeting third- and fourth-tier cities for sales network layout, and then develop to first- and second-tier cities where construction costs are relatively high after laying a good foundation.
According to her plan; if mass brands want to expand rapidly, they must provide certain strong agency discounts.
So at the meeting, she suggested adopting a fee-free policy for the first batch of agents, as long as it was verified that the agent had a certain financial base in the area and had the ability to operate automobile retail.
In short, it is to appropriately relax the agent requirements - so that the construction of the sales network can be completed as quickly as possible.
Li Fanyu doesn’t have any objections.
But the requirements are relaxed and the standards are relaxed without a table. He put forward some of his own views on some of the chaos existing in 4S stores in the current market.
Finally, after some discussion, Zhengxin reached an internal consensus and formulated a set of agent policies;
The first batch of agents are free of agency fees, but they must be decorated according to the style required by Zhengxin. Taking into account the positioning of the popular brand, the decoration style is based on the principle of pragmatism and simplicity, avoiding highbrow and unnecessary grandeur.
To avoid vicious competition, only one agent is assigned to each region. If the sales situation in this area is good, the agent can add sales outlets by itself. In addition, agents in tier 34 cities can set up their own town and township-level sales outlets in their respective regions.
This is policy.
In order to effectively create the image and credibility of the new brand in the minds of consumers, Li Fanyu formulated a series of requirements. The three most important ones are to ensure that the selling price of the 4S store is consistent with the required selling price, to ensure that the price of parts and maintenance is open and transparent, and to ensure that the service attitude satisfies customers.
After the Volkswagen Department and the Marketing Department refined and improved these policies and requirements, the Volkswagen brand began to attract investment nationwide.
The news of Zhengxin launching a new brand has already spread.
Although all sectors of the market have controversy over Zhengxin, which has always positioned itself as a luxury car, and expanded into the mid- to low-end market, there are always a group of people who dare to try it. And because of Zhengxin Volkswagen’s huge preferential policies for the first batch of agents, calls from all over the country continued to hit Zhengxin Volkswagen’s investment department.
As time goes by, more and more areas are marked with little red flags on the map of China in the conference room of the Credit Information Volkswagen Branch.
At the same time, the expert team outside has completed the production capacity transformation of the second factory in Huaicheng and Dongxiang.
Hongguang has also gradually trial-produced and assembled, passed various tests, and is about to enter the trial production stage.
The listing date of Dazhong Hongguang is coming soon!