Rebirth 99 to become a car giant

Tomorrow is the joint press conference of BMW and Xingchen Motors.

For such an important meeting, domestic automotive media naturally flocked to the meeting.

Even some mainstream media such as China Television have arranged for people to attend.

This situation is relatively rare in the marketing activities of car companies.

"Auntie, why did you come here in person this time?"

Xia Qingqing picked up Xia Hong at Baiyun Airport to attend the press conference.

China Television would have reporters attend the event, which she could understand.

But my aunt, who is the deputy director of the station, actually came here in person, which was a bit surprising.

"I am now in charge of the sports channel. Before, we had very little coverage of F1 races."

"I heard that the FIA ​​president will also be attending the event tomorrow, so I want to talk to him directly."

In front of her niece, Xia Hong would naturally not hide anything.

Originally, there was nothing worth hiding about this matter.

"F1 used to be a bit high and far away from the Chinese people. This time our Xingchen Motors purchases the BMW F1 team, the situation should be greatly improved."

"Otherwise, the FIA ​​would not be so active in arranging personnel to attend this event."

"It would be a good idea if China Taiwan takes this opportunity to further cooperate with the FIA."

"After all, the FIA ​​has four major automobile events, and they all have quite a market overseas."

Although Xia Qingqing is not the protagonist today, as the head of the brand public relations department of Nanshan Group, she naturally wants to know more about it.

The International Motor Sports Federation is responsible for all matters related to automobile racing.

They govern all sports involving land vehicles with four or more wheels, such as F1, Formula One 3000, corner cars, rally racing, karting, circuit racing, hill racing, ice racing, solar electric racing, vintage racing Auto racing etc.

Among them, the most prestigious F1, WRC (World Rally Championship), FIA-GT (FIA GT World Championship), and WTCC (World Touring Car Championship) constitute the four major events of the FIA.

However, even the most well-known F1 has a very weak presence in China.

Needless to say the others.

As for other competitions outside the four major events, they are even more niche.

But niche is niche, and there is still some market in the West.

China's car culture will definitely become more and more popular in the future.

Some niche competitions will gradually have their own enthusiasts.

Even to a certain extent, the development of the automobile industry is closely related to these automobile competitions.

"You're right, I just want to have a good talk with them this time."

"Sports channels also need to further enrich our reporting content."

"Especially, I heard that China's car sales will become the first in the world this year. If we launch some car-related competitions by then, there should still be a certain market."

Although Xia Hong came here to discuss cooperation with the FIA, it was still very honorable for someone of her status to attend the joint press conference between Xingchen Motors and BMW.

Otherwise, she could just arrange for the director of the sports channel to come over.

Xia Qingqing naturally knew this very well.

Even Cao Yang understood what it meant.

While Xia Hong and Xia Qingqing were discussing the FIA, at the White Swan Hotel, FIA Chairman Todt and Director Varney were also communicating about tomorrow's press conference.

This is not their first time coming to China, but the meaning this time is the most different.

In 2004, the FIA ​​would hold one of the F1 races in Shanghai because of China's huge market potential.

A few years have passed, and China's car sales have soared from 2.32 million in 2004 to more than 10 million this year.

This increase is absolutely terrifying.

Even in the history of world automobile development, it is unprecedented.

Behind this increase, it also means huge market potential.

After all, car ownership is sometimes closely related to the popularity of car racing.

"Todd, I took a look at the relevant introduction materials of Nanshan Group. This is a company with huge influence in China."

"They are not only the largest private industrial enterprises in China, but also have a huge influence in the Internet field."

"Weibo, China's largest social media, is an industry under Nanshan Group."

"Autohome, China's largest professional automotive media, is also an industry under the Nanshan Group."

"They are also China's largest engine manufacturer and gearbox manufacturer, and they have a decisive influence on China's automobile industry."

"The most important thing is that Nanshan Group receives support from all levels in China and is an absolute sunrise enterprise."

"So this time Xingchen Motors acquires the BMW F1 team, I think it is a great thing for the FIA ​​and F1."

"Previously, we may have thought that Chinese companies participating in F1 races would lower everyone's expectations for F1, and we felt that China did not have the strength to produce F1 racing cars."

"But judging from the final confirmed situation, it may not be the case at all."

As a director of the FIA, Varney is mainly responsible for F1-related matters.

When the news that Xingchen Motors was planning to acquire the BMW team first reached the FIA, most people were not optimistic about the acquisition.

Most of the FIA ​​managers are from Western countries, and their understanding of China is relatively superficial.

Many people's impression of China still remains from decades ago.

Only by truly understanding it will you find that the world is changing every day.

Especially in China, the changes are even greater.

"The influence of Nanshan Group is indeed greater than we imagined. If F1 wants to open the market in China, it is really inseparable from them."

"I didn't expect that the BMW team's withdrawal would be an unexpected surprise for us."

"I have a hunch that after the establishment of Xingchen Racing Team, F1's related income should increase significantly."

"Even other events besides F1 will receive a significant increase in attention in China."

"This trip to China is really not in vain."

Before attending tomorrow's press conference, Todd arranged to go to understand the situation of Xingchen Automobile.

At the same time, we also conducted an investigation into China's automobile market and racing market.

These reports now appear on his desktop.

Clearly, he was pleased with the results.

Speaking of which, many people have no impression of Todd.

But he was once famous in the country.

He was Ferrari's managing director before officially taking over as FIA president this year.

My career in the previous decades was closely related to racing.

The thing that most Chinese people know about him is that he married the well-known actress Yang Ziqiong.

After the news came out, many people couldn't help but sigh: One is the former FIA President, the former CEO of Ferrari, and the other is an Oscar-winning actress. They are talented and beautiful, and lovers will eventually get married.

"The deputy director of the most authoritative TV station in China has made an appointment with us for a closed-door meeting tomorrow afternoon to discuss the broadcast of F1 events in China and other related matters."

"I think this is a really good start."

"As far as I know, the relationship between Nanshan Group and China Television is also very good."

"If all our F1 races can be broadcast on China Channel's sports channel, it will be of great benefit to us to further expand our influence."

"It is said that F1 is one of the three major sports along with the Olympic Games and the World Cup, but our actual influence is far inferior to the latter, especially our influence in China, which is simply not on the same level."

Wanihe obviously attaches great importance to the potential of the Chinese market.

A large population and a large number of car sales represent money.

I won’t mention the broadcasting fees. Just collecting the tickets in the future will cost you a lot more money.

As your influence grows, your income from various advertising sponsorships will also increase a lot.

The most important thing is that this impact will not only benefit the Star Team, but will also benefit all F1 teams.

This situation is what the FIA ​​most hopes to see.

After all, what’s really good is what’s good to everyone.

If one family is the only one, the game will not last long.

They don't want to see three teams withdraw from the competition in less than a year.

"Let's look at their conditions first."

"Hopefully this is a good start."

…

Xingchen Motors will soon officially sign a contract with BMW.

For BMW China, they naturally have to consider how to deal with the future situation.

Do you think that BMW can't compete in F1 because BMW's technology is not good enough?

This possibility must be eliminated.

Phillips and Aimoha, who also stayed at the White Swan Hotel, were discussing this matter at this time.

"Chinese consumers still have a one-sided understanding of F1, and they are even unfamiliar with F1."

"At this time, as long as someone needs guidance, it is very likely that you will have some preconceived opinions."

"If we want to minimize the negative impact of the company's withdrawal from the F1 competition, the best way is to discuss it with Autohome and ask them to help provide correct guidance in the publicity room."

"In history, many teams have withdrawn from F1 competition. This is just a normal strategic choice of the company and has nothing to do with technology."

"Mercedes-Benz, Porsche, and Audi have also not participated in F1 races."

Aimoha thought it would be better to ask Nanshan Group for help at this time.

Autohome is an industry owned by Nanshan Group, and there is a high probability that Cao Yang will not refuse BMW's request this time.

After all, the contract is officially signed tomorrow, so you can’t fall out right after the contract is signed, right?

"That's what I say, but there is no reason why I don't have a manufacturer or friends to participate."

"We participated for a few years and then suddenly withdrew. It would definitely be easy for us to be criticized."

"Now the company is paying more and more attention to the Chinese market. BMW's growth rate in China this year will definitely be higher than that in other countries."

"So we have to ensure that this matter is absolutely foolproof and cannot affect BMW's sales in China."

Phillips naturally understood what Amoha said.

But the key now is not whether he can understand it, but whether Chinese consumers can understand it.

BMW's competitors should be told not to cause trouble on this issue.

"Then let's talk to Cao Yang and let them help us deal with the aftermath."

"This time they successfully acquired the team, and we also helped. He owed us a favor."

"He is a very smart person, so he should be willing to do this kind of thing with a little effort."

Aimoha gave his judgment with certainty.

However, he himself did not realize that BMW's dependence on Nanshan Group was increasing.

I guess I won’t dare to break up with Nanshan Group easily in the future.

Of course, the automobile industry chain is originally about you and me, and I will not easily use it to cause trouble.

Take Denso, a subsidiary of Toyota, for example. If one day it suddenly cuts off supply to other OEMs, it will be very difficult for it to do business other than Toyota Motors in the future.

Denso is very clear about this truth.

Similarly, Nanshan Group is a supplier to many automobile companies. Unless it is absolutely necessary, it will definitely not use the means of cutting off supply to negotiate with customers.

That's digging your own grave.

On the contrary, some family businesses sometimes rely on their technological monopoly to threaten you with cut off supply if you disagree.

With all parties having their own thoughts, the joint press conference of BMW Motors and Xingchen Motors was officially held.

BMW CEO and Cao Yang jointly announced the acquisition of the BMW F1 team by Xingchen Motors and changed the name of the team to Xingchen Racing Team.

"BMW Sauber is a new team that entered F1 in 2006."

"At the end of 2005, BMW, which was once an engine supplier to Williams, acquired the Sauber team owned by Peter Sauber and established its own official team."

"At the same time, in order to commemorate Peter Sauber's contribution to F1, BMW named the newly established team BMW Sauber Racing Team."

"In 2006, the team entered Formula One for the first time under the name of BMW Sauber, using BMW engines and Michelin tires. Its drivers were Heidfeld and Villeneuve."

"After withdrawing from F1 this year, BMW's racing focus has shifted to FE events. BMW is extremely competitive in the field of electric racing."

"Of course, this is just BMW's own statement."

"In fact, BMW's failure to achieve its goals for the season was one of the main reasons for its withdrawal."

"..."

Lin Jiayan in the audience was writing an article quickly.

Participating in events while quickly converting content into articles is a basic skill for professional media people like them.

These contents will all appear in the newly launched F1 racing section of NetEase Auto Channel to see if they can attract a group of new netizens to browse their web pages.

At the same time, with the convening of this press conference, the news that Xingchen Motors participated in the F1 race quickly became a hot search topic on Weibo.

Various media outlets publish more introductory articles about the F1 race in one day than they did all last year.

F1's popularity in China has also skyrocketed.

This made the FIA, who also attended the press conference, smile happily.

I was originally worried that it would be a trap, but it turned out to be a treasure.

Todd and the others are even more looking forward to the performance of the 2010 season.

Naturally, their subsequent cooperation and communication with Huaxia TV went very smoothly.

Of course, Cao Yang was not involved in this matter.

Now, he is busy listening to Zeng Tingting and Zhang Songwen report to him a plan to vigorously promote the Star Racing Team.

"Mr. Cao, I think we can take advantage of F1's popularity in China to invite a celebrity to come and endorse it together."

"For example, Lin Zhiying is a racing driver himself. Regardless of whether he has any way to actually participate in the Xingchen Racing Team, we can invite him to cooperate."

"The marketing effect achieved by then should be quite worth looking forward to."

Zhang Songwen flew over so actively this time, he must have mentioned something related to Nanshan Film and Television.

For example, if you ask celebrities to endorse or cooperate with you, Zeng Tingting can naturally come forward.

But the effect is definitely not as good as if Zhang Songwen came forward.

In today's Chinese entertainment industry, Nanshan Film and Television is already a force that no one can ignore.

They are not short of money, and Cao Yang personally helps "check" the scripts of several movies and TV series every year.

Even if Zhang Songwen wants to reduce the popularity of Nanshan Film and Television, it will be difficult.

After all, Nanshan Film and Television is behind every hit movie and TV series.

Then there are a lot of influential movies and TV series, all of which have investment from Nanshan Film and Television.

Not to mention that the relationship between Nanshan Group and Huaxia TV is still very good.

In this case, no star would want to offend Nanshan Film and Television.

Otherwise, you might be blocked one day.

After all, no matter which star he is, there is more or less some information behind him.

If this is exposed on Weibo...

The fun is great.

"Please Lin Zhiying?"

After listening to Zhang Songwen's words, Cao Yang quickly thought about the feasibility.

"F1 is very strict and demanding in the selection of drivers. If I remember correctly, there is no F1 driver in China. Lin Zhiying is just a racing driver, not an F1 racing driver, right?"

There are many car competitions, but most of them are lower in difficulty than F1.

Of course, from a publicity perspective, finding a racing driver, whether he is an F1 racing driver or not, is indeed good for publicity.

If there is an opportunity to push forward and let Lin Zhiying become an F1 racing driver, even if he does not participate in the competition very much, it will have a very different effect.

Cao Yang actually recognized this.

Therefore, although he raised questions, he did not directly oppose Zhang Songwen's proposal.

"Yes, he is not an F1 racing driver, but his identity as a racing driver is known to many people. For Xingchen Racing Team, this is enough."

"The FIA ​​values ​​the Xingchen Racing Team's domestic publicity and appeal capabilities, and inviting Lin Zhiying to cooperate can effectively promote and publicize the F1 competition in the country."

Zhang Songwen must have done some preparation work when he wanted to recommend Lin Zhiying to Cao Yang.

Otherwise, it will definitely not work if you mess around without understanding anything.

"What you said makes sense, so let's contact the other party first and see what his thoughts and conditions are."

Cao Yang agreed to Zhang Songwen's plan without too much entanglement.

Anyway, no matter what the final effect is, it should not be a bad thing for the Star Racing Team.

In the next few days, in order to make the Xingchen Team's F1 car available as soon as possible, Cao Yang personally followed a group of engineers to study related technologies and make the Xingchen Team's car as different as possible.

There is a saying that a soldier who does not want to be a general is not a good soldier.

For Xingchen Racing Team, a Xingchen Racing Team that doesn’t want to win the championship is not a good team.

Cao Yang definitely hopes that Xingchen Racing Team will achieve good results in its first season in 2010.

That kind of publicity has the best effect.

Otherwise, if you fall to the bottom, the situation will be a bit embarrassing.

…

China's automobile market is booming, and news here has slowly begun to attract attention from all over the world.

Things like the joint press conference between Xingchen Motors and BMW Motors slowly spread in the United States, Japan, Germany and other places.

"Macht, does our company really not consider entering F1?"

"If you are interested now, you can definitely discuss purchasing the fleet with Toyota Motor."

Lai Ping has always been paying close attention to Xingchen Motors.

As a designer, I am also very interested in F1 competition.

However, Porsche has never wanted to play F1 in recent years.

Originally, the former president Wei Dejin told Lai Ping that he would enter F1 at an appropriate time in the future.

However, due to the acquisitions and counter-acquisitions of Porsche and Volkswagen, Wedekind left sadly.

This year, new president Macht came to Porsche as president.

In the first half of the year, the "acquisition turmoil" between Volkswagen and Porsche that lasted for more than four years finally came to an end.

The director of this battle, Porsche CEO Wendelin Wedekind, had to announce his "resignation" to contribute to the "reunion" of the two companies.

The compensation he received was 50 million euros and a "grand" farewell ceremony.

Weidekind has been in charge of Porsche for 16 years. It was under his chairmanship that Porsche initiated the "Snake Tun Elephant" of Volkswagen in 2005 and successfully held nearly 51% of the shares.

However, the financial crisis put a damper on his success. Porsche took on 10 billion euros in debt to acquire Volkswagen shares.

Volkswagen, with abundant cash flow, began to fight back and acquired Porsche in full for 8 billion euros.

One of the demands of Volkswagen Supervisory Board Chairman Piech is that "Wedekind must resign."

With his boss gone, Lai Ping's life at Porsche suddenly became difficult.

This time he proposed that the company acquire the Toyota team and enter F1, but it was also rejected by the new president Macht.

So he was also a little frustrated.

However, he has feelings for Porsche.

Before making the final decision, Lai Ping wanted to fight for it one more time.

"F1 has no effect on the company's sales and will only make the financial report more ugly."

"Under the current background of the financial crisis, it is completely inappropriate to go to F1 to burn money."

"Lai, what we need now is to design more competitive models so that consumers are willing to pay for our products."

"As for F1, let him go."

Macht gave his answer expressionlessly.

This made Lai Ping very disappointed.