Rebirth 99 to become a car giant

The marketing measures of Xingchen Automobile are often one set after another, which makes people overwhelmed.

This time Starry Sky W16 is on the market, and naturally it is no exception.

When the competition between Xingkong W16 and Boeing 737 and F16 on the Internet has not subsided, Xingchen Auto's new round of publicity campaign is ready to start again.

United Arab Emirates/Dubai, this shining pearl, is not only famous for its towering skyscrapers and luxurious shopping places, but also attracts the attention of the world for its diverse tourism experience.

There are a series of world-class circuits, such as Bukira and Almagi.

These professional tracks not only provide a perfect driving environment for racers, but also a paradise for extreme sports enthusiasts.

Driving a high-performance sports car and galloping fast on a spacious and smooth track, you will really feel the roar of the engine and the whistling sound of the wind, as if you are in a dynamic racing competition.

This is also an important reason why Xingchen Motors put the promotion point of the Middle East here.

The competition and supercar experience tour co-organized by the dealers of Star Motors in Dubai attracted many local tyrants to participate.

Various auto media in China were also invited to go.

It is not so much a racing competition as it is a supercar recommendation meeting.

Dealers prepared a variety of mainstream sports cars for those attending the event, and even held a small supercar show on site.

"Sayed, Star Motors has also arranged a lot of media to participate in the event this time. It seems that they are paying more and more attention to the Middle East market."

Evans is Saeed's right-hand man and is in charge of a Star Auto 4S store in Dubai.

As the largest local car dealer, Saeed Group not only sells Star cars, but also dealers of Ferrari, Lamborghini and Porsche.

This time, Xingchen Motors took the initiative to contact them, and they wanted to organize a large-scale marketing campaign together.

I even want to take this opportunity to hype up the popularity of Xingchen W16 before the Dubai Auto Show.

When the time comes to the auto show, there will be many princes and nobles participating, and the cars can be sold directly.

"Xingchen Motor is taking the high-end route. Whether it is a Xingkong sports car or looking up, there is still a market for us here."

"Especially looking up to this large SUV, it was very popular with some tribal leaders."

"This time we use the Xingkong W16 marketing campaign to fully spread the reputation of Xingchen Automobile."

"At that time, maybe it can bring us unexpected surprises."

Said can have the status he has today, and his vision is naturally not bad.

In his opinion, the potential of Xingchen Auto is great.

Especially a few days ago, he saw the video of the star W16 racing against the plane in the United States, so he became more confident.

Ordinary people may not be particularly entangled in the maximum speed when buying a car, and whether they can run faster than an airplane.

But the local tyrants here are different.

If your car doesn't have any gimmicks, no one will buy it.

"The performance of the Xingkong W16 is indeed very good. Whether it is the engine, the body design, or the various parts used on it, they are all world-class."

"In this case, they refreshed the Nurburgring lap time and outperformed the Boeing 737, which seems to make sense."

"Before, Bugatti Veyron sold more than a dozen vehicles in our store. At that time, these cars mainly knew that Xingkong W16 ran faster than Bugatti Veyron, so they probably had to change cars."

When Evans said this, Said immediately continued: "Don't you have the contact information of each customer?"

"In this case, let's just introduce our newly opened store to all customers, so that everyone can learn about the Xingkong sports car."

Saeed is very good at stitching things together.

Local tyrants have circles.

As long as a car is mixed in the circle, it is likely to bring several performances suddenly.

"I will arrange as soon as possible to make a return visit to these car owners."

After a little thought, Evans came up with a better plan.

No wonder he was able to become Syed's right-hand man.

Soon, today's event can be regarded as the official start.

Both Zeng Tingting and Said came to the stage and said a few words.

Then let the media from all walks of life choose the sports car they are interested in for shooting and test driving.

Starry Sky W16, as a hot model, has been welcomed by local media.

And models like the Bugatti Veyron are more popular with reporters from China.

"Mr. Fang, sitting on this Bugatti Veyron gives people a completely different feeling."

"It's like sitting in a car made of gold."

Although the price of Bugatti Veyron in Dubai is lower than that in China, it is not within the reach of ordinary people.

If Lin Jiayan hadn't been in the automotive media industry, she probably wouldn't have had the chance to take a test drive in her life.

You know, even at the auto show, ordinary people have no chance to try to sit in a sports car like Bugatti Veyron.

Unlike the models of ordinary joint venture car companies, as long as you want, you can go in and have a try to feel the comfort.

"This event is more like a luxury sports car show before the Dubai Auto Show."

"Star Motors is also very good at arranging time. After we participated in the event for a day and spent a few days in the local area, it was time for the opening of the auto show."

Fang Dawen was very satisfied with this trip.

It was his first time in Dubai.

Star Motors served delicious food and drinks, and even the sales staff of Star Motors helped book the air tickets.

This treatment is still very good.

Of course, as long as it is the mainstream auto media, they can enjoy this treatment at this time.

The main engine factory is not short of money!

A little travel expenses are nothing at all.

"Although Xingchen Motors never directly advertises, its marketing expenses are more than the average car companies."

"Otherwise, even if Autohome supports them, there will definitely be a lot of voices on the Internet."

People in the industry like Lin Jiayan would not believe that any OEM does not have advertising fees.

This is not bullshit.

Different OEMs are nothing more than different proportions of advertising expenses.

But it is impossible to say no.

If this is the case, then they have changed the name to spend the money.

"That's true!"

"However, Xingchen Motors is very good, the technology level is strong enough, and there are quite a lot of marketing tricks."

"In this case, it's a bit difficult for them not to be popular."

When Fang Dawen said this, Lin Jiayan couldn't help but nodded.

The truth is indeed this truth.

...

"Zeng Bu, the number of Xingkong W16 ordered by the dealers in Dubai this time is second only to the local 4S stores in the United States and China."

"It's more than what every dealer in Europe ordered."

Xia Qingqing from the brand public relations department of Nanshan Group also came to participate in the event with Zeng Tingting today.

She even contacted the local reporters of Huaxia TV Station to come over with her.

After all, her status as the niece of the deputy director of Huaxia TV station is still useful.

"The Xingkong W12 sports car is limited to 499 units, and the W16 version is also limited to 499 units."

"In this case, if the local dealer is optimistic about the Xingkong W16, it is natural to order it in advance."

"Otherwise, if we don't have a car to deliver to them, it will delay making money."

Zeng Tingting replied calmly.

Although Xia Qingqing said that the number of sports cars ordered by local dealers is high, it is relatively speaking.

If you really want to look at the data, in fact, you only ordered 30 vehicles.

Of course, this is the first model ordered.

"That's true, especially the excellent performance of Xingkong W16 in the North American market. Everyone is more optimistic about its performance in the Middle East market."

"Especially when the Dubai Auto Show is coming up, there will definitely be a lot of luxury cars, let everyone see how powerful we are."

Xia Qingqing is quite satisfied with her job.

Although it was done through the back door, she was still very conscientious in her work.

"The Middle East market is quite special. There is no decent auto industry here, but there are many rich people in many places."

"General self-owned brands may not have much room to play here, but luxury cars are different."

"In the future, it may really be the third largest market for our Xingkong sports car in the world."

Zeng Tingting is very optimistic about the market prospects in the Middle East.

Especially now that the price of oil keeps rising, there are more rich people here.

Even ordinary people can't afford a starry sky sports car, but Ziwei Xing can still afford it, right?

Besides, there is Xing Kong No. 4 behind it.

"The people here are indeed too rich. Even ordinary people have high incomes."

"The most important thing is the foreign companies here. There are regulations on how many locals must be recruited."

"So they don't have to worry about employment."

"After a while at the auto show, I heard that the most active ones came were all luxury car companies."

"It seems that it is not only our Xingchen Automobile that has confidence in the luxury car market here."

Xia Qingqing and Zeng Tingting were chatting there, waiting for the official start of the game.

It is said to be a competition, but it is actually a test.

Pull more than a dozen popular sports cars over to test the acceleration performance and braking performance, and let the media friends experience various drifts and difficult movements.

This is actually a huge marketing campaign.

Just make it special.

If the cost of the crash test is not too high, it is estimated that a few more cars will be pulled out for a touch in this event.

Accompanied by bursts of roar, the runway was very lively.

Whether it is a test ride or a test drive.

The organizers can fully meet your requirements.

"Zeng Bu, it seems that our Xingkong W16 is the most eye-catching."

“There are people lining up to experience it.”

Xia Qingqing watched the scene at any time and was in a good mood.

This year, the sales of Xingchen Automobile will definitely exceed 100,000 vehicles, becoming the first echelon of the domestic automobile industry.

In this case, she can continue to stay in Nanshan Group, so it can be said that she has a lot to do.

One day in the future, if he becomes the vice president of Nanshan Group in charge of external public relations and publicity, he may be able to directly communicate with various provinces and cities.

At that time, she felt that her achievements would be higher than that of her aunt Xia Hong.

"Mr. Cao is indeed the most powerful car design master in China. I don't think the shape of this starry sky sports car will be outdated even in ten years' time."

"Even I think the Xingkong sports car has a certain collection value."

When Zeng Tingting said this, Xia Qingqing's heart moved immediately, and said: "Zeng Bu, I think what you said is very reasonable. Now some luxury brand watches and bags have some collection value, and even the price of some classic cars It’s much more expensive than before.”

"I think it's okay to try to market topics related to the collection value of starry sky sports cars?"

"At that time, if everyone accepts the concept of buying a star sports car instead of consumption, but investment, I think it will be very meaningful for sales."

Xia Qingqingqingji is a few years younger than Zeng Tingting, and his thinking is more flexible.

When she mentioned this, Zeng Tingting also realized the beauty of it.

Of course, how to operate it is definitely not that simple.

"If you have any new ideas, you can come up with a plan, and then we will report to Mr. Cao together."

"I think that as a limited-edition supercar, the Xingkong sports car really has such attributes."

Zeng Tingting felt that this matter still needs to be reported to Cao Yang.

Because according to her previous understanding of Cao Yang, some limited edition models are just a gimmick.

Just like Ziwei Star, the global sales are limited to 9999 units.

However, Xingchen Motors plans to avoid the problem of limited edition units by changing to a special model or changing the shape of the wheels and other simple workarounds.

If the starry sky sports car is also done in the same way, then the marketing of collectible value will be more difficult to do.

How to proceed is in the best interest of the company, and needs to be carefully thought about.

...

The marketing momentum of Xingchen Motors overseas is getting stronger and stronger, and the relevant impact will naturally touch many car companies in China.

Among them, Great Wall Motors, which has been cultivating overseas markets very early, has a very special feeling about this.

"Mr. Wang, up to now, the export proportion of Xingchen Automobile's models has exceeded 50% this year."

"This is the only one among all domestic car companies."

"Even the export value of other car companies is not as much as that of Xingchen Motors."

"I think the company can further expand the export market in the future."

Lian Furong, as the head of the sales department, has a lot of pressure on his shoulders.

Although the growth rate of Great Wall Motors this year is very gratifying, its peers are not bad.

If you want to stand out, you still need continuous efforts.

"Your proposal is very reasonable. Our current models, no matter in terms of appearance, configuration, or power performance, are no worse than those of joint venture car companies, and some of them even have better performance. "

"In this case, our selling price is only about half of that of joint venture car companies."

"Although the gap may not be that big when we go overseas, we can definitely make the profit of export models higher than that of domestic models, and the price is still much lower than that of other local international auto giants."

Wang Ying is also a very thoughtful person.

As a woman, she can become the general manager of Great Wall Motors, and her personal ability must be very good.

Otherwise, how can you restrain so many subordinates?

"Currently in South America, we already have some business in progress."

"Mao Zi also has some business over there."

"The next step is to continue to strengthen the marketing in these places, and I think we can enter the markets in Australia and Africa."

‘Even CEIBS can work hard, maybe there will be unexpected surprises. '

"Once the word-of-mouth is established, we may also achieve half of the sales in China and half in foreign countries in the future."

Lian Furong further put forward his own ideas.

For Huaxia at this time, although the amount of foreign exchange is not as scarce as it was ten or twenty years ago.

But for enterprises that can generate foreign exchange, they are still highly valued.

Especially for products such as automobiles, if they can be exported, they will receive more attention.

This is barely considered a high-tech product.

"Well, let's go to Nanshan Group sometime and talk to Mr. Cao and Minister Zeng."

"Our products have no competitive relationship with Xingchen Motors. They are selling well overseas, and we can buy more parts from Nanshan Group."

"I think they should be willing to communicate with us."

When it comes to car export, Wang Ying naturally thinks of Nanshan Group.

This is the best batch of internationalization among domestic enterprises.

In the automotive industry, it is the most outstanding existence.

In this case, wouldn't it be a waste of time if you don't go to an expert for advice and just think about it yourself?

...

As a region lying on oil, oil prices are ridiculously low.

For consumers in these places, small displacement engines are of no particular interest.

Large displacement is the favorite.

Not only is Xingkong W16 far more popular than Xingkong W12, even the W16 version that you look up to is much better than W12.

After staying in Dubai for a few days and waiting until the opening of the auto show, Zeng Tingting felt this more strongly.

"Like the W16 engine, the cost of using a car in China is very high, and the fuel consumption per 100 kilometers goes to more than 20, which is still under certain working conditions.

If there is a traffic jam, it can go directly to more than 30.

This level of fuel consumption is doomed for ordinary people to have no fate in the country.

To a certain extent, the engine displacement is already the distinction between the rich.

For car owners who can afford passenger cars above 4.0L, if one counts as one, there is no poverty.

The premise is a passenger car!

"Minister Zeng, I think we can focus on promoting the large-displacement engine versions of our various models in the Middle East."

"Ziwei Star now only has a 3.0T V6 engine. After the V8 engine version is launched, I think we can focus on the Middle East market."

"Maybe there will be a surprise for us then."

Xia Qingqing looked at the models promoted by various car companies at the auto show, and there were basically no small cars.

In other words, small cars are not the protagonists at the Dubai Motor Show.

On the contrary, some models that cannot be seen at domestic auto shows can be seen here.

Among them, the exposure rate of sports cars is obviously much higher than that in China.

"The Middle East is indeed more suitable for the development of large-displacement engines."

"In other places where oil prices are relatively low, we can also focus on the promotion of large-displacement models."

"It may even be considered to launch some Middle Eastern models in a targeted manner."

Zeng Tingting is now slowly gaining a global perspective.

Nanshan Group's business has spread all over the world, and this situation will become more obvious in the future.

So how to carry out various marketing measures in this situation is a matter that needs to be carefully considered.

"Nanshan Engine now has the capability to develop engines with various displacements. It is not difficult to match some models in a targeted manner."

"At that time, you can invite Mr. Cheng to come out and take a walk to see what the demand for engines is like in various places."

Xia Qingqing and Zeng Tingting chatted while visiting the auto show.

Some things that happened at the auto show will naturally be reported to Cao Yang who stayed in China in a timely manner.

"Mr. Cao, 8 Xingkong W16s have been sold at the Dubai Auto Show."

"It seems that the first batch of cars transported over will be sold out soon."

"This sales volume is quite good."

Mi Ying reported good news to Cao Yang early in the morning.

As a supercar with limited sales of 499 units in the world, the annual sales task of Xingkong W16 is actually only more than 100 units.

Now 8 cars have been sold in one auto show, and the sales speed is obviously beyond everyone's expectations.

Although I knew that these local tyrants were rich, I didn't expect to be so rich and so generous.

"So we have to thank Ford for helping us come up with a fighter-plane race test."

"Otherwise, relying solely on our own marketing, it is estimated that Starry Sky W16 is not that famous in Dubai."

"Now the videos of those races are directly played at the auto show as background music, and the effect is still very good."

Cao Yang knew the arrogance of the local tyrants in the Middle East.

However, the performance of this auto show is still a bit surprising.

It seems that every year in the future, the Dubai Auto Show can be arranged to participate in the exhibition.

"When the sales department and the research institute develop new models in the future, I think it is necessary to go to the Middle East to check the market demand."

"I feel that the sales of luxury cars, or ultra-luxury cars over there are still worth looking forward to."

Mi Ying is also very familiar with the business now.

It is also relatively easy to put forward some various valuable proposals.

"You're right. It's like our bulletproof version. I think there should be a market there."

"The marketing of luxury cars is sometimes completely different from that of economy cars."

"The market in a niche area can sometimes bring surprises to everyone."

Cao Yang also felt that what Mi Ying said was quite reasonable.

Star Motors needs to fully consider the needs of some characteristic regions when developing new models.

Or targeted development of some models for a certain region.

This way you can get orders better.

Special edition.

Sometimes it is not necessarily a derogatory term.

If you don’t make a special edition, sometimes people think you don’t pay enough attention to them.

So make a difference!