Automotive Black Technology Chapter 853: : Establish influence in one fell swoop!
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Look at the true faith.
Although we have released news about the A+, N5, and QQ models early, from price to appearance, from configuration to performance, we have made a "I want to quickly roll off multiple models." seize the market” posture.
However, after Suzuki completed its product layout and blocked Mashin's product line, it unexpectedly calmed down with a rhythm of thunder and rain.
Only one three-wheeled car on the market and the F-1, which has been severely outsold, are left to live their lives leisurely.
Suzuki and Tanaka couldn't understand this situation.
One day has passed, three days have passed...
One week has passed, two weeks have passed...
Looking at the profit situation gradually shrinking, and there is a trend of shrinking more and more. When Suzuki executives saw Masanobu's attitude, their attitude changed from hostility to hatred!
As long as Zhengshin's three cheap products are not offline, Suzuki's economical version of the model must exist. However, the existence of the economic version will affect the sales of other products.
With the sales of cheap models, Suzuki's reputation for cost-effectiveness accumulated over the years in the Indian market is also declining.
Compared with models worth more than 100,000 rupees, even models worth 250,000 rupees give consumers the illusion that they were cheating on them before.
What’s embarrassing is that there are three products from Zhengxin that are not sure when they will go offline. They don’t dare to stop the sales of economic models - they are afraid that Zhengxin will suddenly come out and bite off the fat of market share. Go in a big chunk.
Deadlock, complete deadlock!
......
Just when Suzuki Inzhu and Suzuki Japan Headquarters fell into a state of anxiety, it was the second month after the F-1 rolled off the assembly line.
Zhengxin, finally taking action!
In mid-August, Zhengxin’s three products, A+, N5, and QQ, finally went through a wave of publicity and announced that they would be offline throughout India!
However, the sales strategies of these three products directly made Suzuki angry and at the same time felt chilled!
According to Zhengxin’s prime-time advertisement on Indian National Television, the starting prices of the three models A+, N5, and QQ are still the same as before, with the three models all set at 125,000 rupees.
But...
This is the starting price!
On the basic versions of these three models, Zhengxin provides three configuration packages. In other words, consumers can add their favorite configurations to the car at will according to their own car needs!
Such a "customization" strategy similar to that of a sports car is like a sharp knife, inserted directly into Suzuki's heart!
In fact, this kind of business strategy is very common in markets such as Europe and the United States where automobile consumption concepts are mature and the industry is highly mature.
In North America and Europe, if consumers go to 4S stores to buy cars, they will not be like in the Indian or Chinese markets. The salesperson will give you a form with plans for comfort, exclusive, and flagship versions. Several models.
Instead, we will give you a very long configuration list, including power, configuration and other requirements, and the industrial vehicle owner can choose by himself.
Then the 4S store submits the form specified by the car owner to the car factory, and the car factory starts production according to the order.
Of course, in addition to this method, there is another way to draw out several configuration packages based on customers' habits and make finished products for customers to choose from - this is similar to domestic comfort and exclusive models. concept.
But the reason why this model works is mainly based on the premise that the concept of automobile consumption is mature.
In markets like Zhonghua and Yinzhu, this strategy actually doesn’t work. Because consumption concepts cannot keep up, customers' choices may directly affect their car experience, thereby lowering the reputation of the model.
So, the strategy adopted by major car companies in immature markets like China and India is "Since you don't know how to choose, then we will help you choose."
Of course, since it is an agent, there must be a "handling fee." This kind of handling fee is a cheating, expensive, and low-usage configuration on all types of car models.
As for Zhengxin, what is actually adopted at this time is a limited "customized" distribution strategy!
The reason why it is said to be limited is that it has set a rigid standard in terms of power. But in addition to power, items such as air conditioning, audio, seats, airbags, etc. that can affect the comfort of the car owner can all be decided according to needs!
This feeling is like taking wedding photos; I will take photos for you at a very low price, but after taking the photos, you can choose whether to photoshop the photos, frame them, or not. Make it into a photo album, etc...
Whether you choose or not choose, it all depends on the consumer.
But the photos are rigid.
You choose not to add any decoration?
Yes! You have seen the effect, it is this virtue. Don't feel bad, I gave you the opportunity to choose, you just want to save money and don't want to spend money to omit it.
What? Do you choose to add decorations?
Okay, buddy, let me give you a good skin polishing and brighten and whiten your skin! For an extra two hundred yuan, I can give you colored contact lenses, dear!
What kind of experience you want, the choice is all in the hands of consumers.
It can be said that this strategy, while using the basic price to acquire price-hungry users, also takes into account the slightly higher-end consumer groups who have demand for configurations!
Such a flexible sales strategy has allowed these three new models of Zhengxin to receive very good feedback from the market in a very short period of time!
Bahan Lal Automobile Dealers, New Delhi.
In this car dealership that has cooperated with Suzuki for more than ten years, the most eye-catching display at this time is the three latest models of Zhengshin.
Mature businessmen know that the rules of the market are to pursue profits.
So even though the border dispute between China and India is raging now, even though Zhengshin's first model entering the Indian market, the "Asan", is suspected of insulting India, even though it has been cooperating with Suzuki for many years and has a very good relationship partnership.
But so what?
These three cars are getting so much attention right now, and they are selling so well!
All relationships and feelings are so false.
——In front of profits and money!
Seeing the crowds in the Zhengxin Automobile exhibition area and seven consecutive orders being finalized, Bahamu Bahanlal, the general manager of the car dealership, was very happy.
When the salesperson sent the order to the accountant, and the accountant was about to send the order to the marketing and sales department of Zhengxin Branch, Bahar took the phone and dialed the number himself.
The call will be connected immediately.
Bahar shook his head obsequiously and said hello, "Na Masdai, dear sir, I am Bahar, the owner of Bahan Lal Car Shop. First of all, please allow me to pay my most sincere regards to your company. Thank you. I am deeply impressed by the strength shown by Zhengxin Company in its three models, A+, N5 and QQ. So I would like to ask, does your company currently have a sales priority policy? We are willing to provide your company with the best promotion and best sales service, and become your company’s sales hub in New Delhi! ”
"What? You also know that we are the largest seller of Suzuki at present? Haha, my dear sir, we have a saying in India that you can drink nectar if you follow the saint, but you can only drink swill if you follow the cook. ! I am a sensible person, sir. Obviously, Zhengxin, who has established a reputation in the Yinzhu market in just over a month, is the saint I need to follow! ”
......
Bahanlal Automobile Dealership is just one aspect of the change in attitude towards Zhengxin Automobile in the market.
After the three models were sold with limited customization, Zhengxin’s influence in the Yinzhu market was finally established!
Suzuki, however, was in huge chaos at this time...