Rebirth 99 to become a car giant

News about Jaguar motorcycles has been on Weibo’s hot search list for several days.

The main reason is that the shape is so special that people cannot forget it after just one look.

And this special look is hugely attractive to some young wealthy people.

As long as you ride such a motorcycle, everyone knows that this motorcycle is not simple.

The effect is definitely not worse than driving a BMW.

The most important thing is that when using this kind of motorcycle to carry people, the girl can only hold your waist tightly, otherwise the safety is not guaranteed.

When the time comes, a few sudden stops will come, and the relationship will be deepened, right?

As soon as that kind of impact spreads among wealthy people, the appeal of Jaguar motorcycles suddenly increases.

At this time, the stars at Nanshan Film and Television were also thinking of ways to see how they could get themselves into the high-level vision.

Among them, Milai, who could ride a motorcycle, thought this was a good opportunity.

So she immediately took the initiative to go to the Jaguar Land Rover 4S store to buy a Jaguar F2000, and then made an appointment with the company's professional photographer team to help shoot some videos and pictures.

Milai is now a contracted actor with Nanshan Film and Television, and he takes the initiative to promote Nanshan products. Those photographers are also very discerning.

So very quickly, they took a series of pictures and videos.

After putting on the special riding uniform, Milai looked heroic and gave people a very different feeling.

She couldn't put it down after seeing these pictures and videos, and immediately uploaded related pictures and videos on Weibo and Nanshan Film and Television's website.

The number of fans of Milai is not comparable to that of first-line superstars, but it is still quite large and the popularity is quite high.

After posting such a series of pictures and videos, it naturally attracted many people to forward it.

These pictures are even circulated among many penguin colonies.

This is naturally a good thing for Jaguar Motorcycles.

So there was no need for anyone to give special orders. Jaguar took the initiative to help promote these videos and pictures.

At this time, some smart internet celebrities saw an opportunity to increase their followers.

In the next few days, several Internet celebrities with very good figures quickly appeared, which made people think about them. They took some pictures and videos of riding Jaguar motorcycles.

Some companies even bought Jaguar motorcycles to rent to people for taking photos.

People who know how to ride a motorcycle just ride a motorcycle and shoot videos.

It doesn’t matter if you don’t know how to ride a motorcycle. There is still no problem in posing for some pictures.

Riding on the popularity of Jaguar motorcycles, some Internet celebrities gained hundreds of thousands of followers in just a few days, and one "amateur" Internet celebrity even gained millions of followers in a short period of time.

After this information spread among Internet celebrities, it immediately caused a huge response.

"Mr. Cao, the sales of our three motorcycles have exceeded 500 units in the first week of their launch. This data is better than we expected."

"The most important thing is that without much publicity before the launch, sales are increasing every day."

"If this situation can be maintained, then our monthly sales of motorcycles in China can stabilize at more than 2,000 units."

"At that time, we will also promote it well in overseas markets and use Jaguar dealers to quickly expand motorcycle sales. Then the target of monthly sales of 5,000 units will not be very difficult."

After the first week's sales data came out, Pan Jianghui couldn't wait to report to Cao Yang.

Jaguar motorcycle products have become an instant hit.

This sales figure is nothing compared to ordinary motorcycles.

But as a high-end large-displacement motorcycle, it is absolutely outstanding.

"I have also seen some related news in the past few days. Your marketing plan using female celebrities and female Internet celebrities is very brilliant."

"For a long time, the users of large-displacement motorcycles have been mainly men, and advertisements of various brands usually use male celebrities to shoot them."

"You used women as a breakthrough point in a unique way, and the publicity effect was very good."

When Cao Yang said this, Pan Jianghui couldn't help but blush a little.

Because this wave of operations was not arranged by him.

At most, he just arranged for people to take advantage of this wave of popularity to promote it.

So it’s hard for him to take all the credit.

"Mr. Cao, I'm sorry to say that using female celebrities and female Internet celebrities for publicity was not our idea at the beginning."

"I specifically went to understand the ins and outs of the matter."

"Mi Lai from Nanshan Film and Television should be the first female star to shoot related videos and pictures."

"Because these videos have a high number of clicks on the Internet and attract the attention of Internet celebrities, people immediately followed them and imitated them."

“Many Internet celebrities have promoters behind them, so by taking advantage of these promoters’ marketing opportunities, our motorcycles have also become famous.”

"After Jaguar's marketing team noticed this change, they quickly adjusted their publicity strategy and took advantage of this wave of popularity."

"We are even now communicating with Nanshan Film and Television to see if we can embed Jaguar motorcycles in the next urban drama."

Pan Jianghui explained the situation to Cao Yang truthfully.

If it's your own credit, it's yours. If not, it's better not to take the credit.

Anyway, the final result is that the sales of Jaguar motorcycles have increased, and this credit belongs to Pan Jianghui.

"Mi Lai, she can be considered an old person from Nanshan Film and Television."

Cao Yang had also seen the TV series "Struggle" that did not promote the "spirit of struggle" at all, and he was also impressed by the heroine Mi Lai.

Due to her timely exposure to Nanshan Film and Television, her current popularity is several levels higher than at the same time in history.

She has appeared in many TV series of Nanshan Film and Television, and even played the leading role in some youth-themed movies. She can be regarded as the top-notch existence among China's second-tier stars.

"I have the impression that when Xingchen Motors' new cars were launched before, she had purchased some of them, and she can be considered an old user of Nanshan Automobile Group."

"I'll ask Zhang Songwen to talk to her later."

Although Mi Lai may have had his own purpose in doing those things, Cao Yang didn't care.

What he needs is for these celebrities to take the initiative to do these things, even if the purpose is not simple, it doesn't matter.

Over the years, he has supported Zhang Songwen to develop and expand Nanshan Film and Television. Isn't this just for these purposes?

"If that's the case, that's the best thing."

"It is estimated that other celebrities will be more enthusiastic about cooperating with our promotion."

Pan Jianghui couldn't help but look forward to Jaguar motorcycles.

Being able to create a Jaguar motorcycle from scratch and selling it very well as soon as it was launched on the market is definitely a major achievement for him.

With these achievements, he is one step closer to the position of global president of Jaguar Land Rover.

"By the way, I said before that Land Rover was planning to launch mountain bikes. I think we can take advantage of the fact that Jaguar motorcycles are more popular to launch Land Rover bikes together."

"It doesn't matter even if you don't have time to do any promotional activities, just put it in the 4S store and sell it."

Cao Yang is now relatively optimistic about motorcycles and bicycles, the ancillary products of automobile companies.

The impression given by Land Rover vehicles is that they are capable off-road.

The launch of mountain bikes is also in line with its own brand positioning.

Of course, Land Rover bikes are definitely not cheap.

The price can easily reach tens of thousands, or even hundreds of thousands, which can satisfy the expectations of many rich people who love outdoor activities.

"Well, now is certainly a good time."

"The production difficulty of bicycles is much lower than that of motorcycles, so there is no problem in launching them now."

Compared with Jaguar, which treats motorcycles as an important business, Land Rover's bicycles are more of an add-on.

Some wealthy car owners need bicycles that can improve their own style. The Land Rover brand can obviously meet the needs of many people.

After all, the brand influence of "Big Tiger" is still strong in China.

After Nanshan Automobile Group acquired Jaguar Land Rover, it did not launch a Land Rover model with a price of less than 500,000 yuan in China.

After using the 8AT and 10AT of Nanshan transmission, Land Rover vehicles are no longer "land rover that cannot be repaired".

Naturally, Land Rover's influence in China has reached a new level.

Nowadays, it is a proper super luxury brand. Even BMW and Mercedes-Benz feel slightly inferior to Land Rover.

Of course, in terms of popularity, Mercedes-Benz and BMW are definitely bigger.

This is where Land Rover still needs to continue to work hard.

"Millet has achieved such a good publicity effect with Jaguar motorcycles, I think some other people will also consider working on Land Rover bicycles."

"At that time, you can pay more attention to changes on the Internet and strive to make Land Rover bicycles an Internet celebrity-level product."

For a bicycle worth tens of thousands or even hundreds of thousands of yuan, if you sell it according to normal ideas, few people will buy it.

After all, this has gone beyond the scope of daily necessities and is properly classified as a luxury product.

But luxury goods do not mean there is no sales. If they are marketed well, they may bring unexpected surprises to everyone.

Like LV bags, when did people worry about their sales?

A bag can still have collectible value. You can still make money after buying it for a few years and then reselling it. This can be regarded as a waste of money.

"Well, we will also have a good communication with Autohome then and borrow some of their promotional resources."

"At the same time, we will also list our Land Rover bicycles on our official website and shopping websites to give them higher exposure on the Internet."

Pan Jianghui is now slowly realizing the importance of Internet marketing.

Previously, most of Jaguar Land Rover's advertisements were placed on traditional TV stations and magazines, and relatively few were placed on the Internet.

But as times change, this will definitely need to be adjusted slowly.

When promoting your products online, you don’t need to worry about whether the price will drop.

…

"Ai Moha, our motorcycle sales in China dropped by half last week. What is going on?"

The more popular Jaguar motorcycles are, the more they will naturally have an impact on products of the same level.

Although there are several brands of high-end large-displacement motorcycles, BMW has the highest sales volume in China.

Considering the relationship between BMW motorcycles and BMW cars, Jaguar motorcycles naturally brought the biggest impact to BMW motorcycles.

Even the impact has exceeded many people's expectations.

"Phillips, what else could it be? He was influenced by Jaguar motorcycles."

Amoha replied with a wry smile.

In the first week of Jaguar Motorcycles' launch, BMW Motorrad sales fell, but not that much.

But at the beginning of the second week, the situation was completely different.

As Jaguar motorcycles became popular, their popularity quickly increased.

In addition, its styling is indeed very attractive, and its power and performance in all aspects are very good, so it is not surprising that it is favored by potential consumers.

"Jaguar only produced motorcycles for the first time this year, can it have such a big influence?"

Phillips felt that he was just on vacation, why did he come back like this?

He couldn't accept it at all.

"Although Jaguar is producing motorcycles for the first time, their products are really amazing."

"In addition, they are now a company under the Nanshan Automobile Group, and you have seen their influence in the field of Chinese publicity."

"This is why Jaguar motorcycles became so popular."

Aimoha explained helplessly.

This situation completely exceeded his expectations.

He had vaguely heard about Jaguar's plans to develop motorcycles before, but he didn't take it too seriously.

After all, there are so many car companies in the world, and there are probably many who have thought about producing motorcycles.

But in the end, no car company can pose any threat to BMW Motorrad.

Jaguar is no exception now.

Who knew the situation would get out of control so quickly.

"Jaguar Motors produces motorcycles and it became popular immediately. This is likely to give other car manufacturers a very bad impression."

"If Mercedes-Benz, Audi, Porsche and other car companies are all interested in high-end motorcycles, our motorcycle business will be in big trouble in the future."

Phillips has more on his mind.

After all, many things often lack a fuse. Once the fuse appears, the situation will immediately change dramatically.

Although the sales volume of high-end motorcycles is not particularly high, the profit margin is actually very high.

A motorcycle worth 300,000 yuan may have a profit of 100,000 yuan, or even 150,000 yuan.

If 200,000 units are sold globally a year, that would be a profit of 20 to 30 billion yuan.

No matter what company it is placed in, this profit cannot be ignored.

Besides, high-end motorcycles can also play a complementary role in brand building with cars.

The impact of this is difficult to quantify.

“I think Jaguar Motorcycles is a special case. On the one hand, they designed their motorcycles in the shape of a leopard as their logo. This is something that other car companies cannot imitate, but it is also very recognizable and is loved by a group of consumers. .”

"On the other hand, not all brands have the publicity capabilities of Nanshan Automobile Group and can quickly open up in the Chinese market."

"Over in Europe, a brand new motorcycle brand, no matter which company founded it, is not so easy to develop."

Aimoha is quite confident in his judgment.

There is no deep entrepreneurial soil in Europe.

Both the automobile market and the high-end motorcycle market have actually been relatively solidified.

It is simply impossible for a brand new brand to break through so quickly.

The consumers there are even relatively solidified, unlike in China, where consumers have very low brand loyalty and can easily change their minds.

"Even if other brands don't follow suit, a Jaguar motorcycle can do us a disservice."

"Not to mention that China already has a publicity advantage, even in Europe, the influence of the Jaguar brand is not low at all."

"Even in Southeast Asia, Jaguar's influence is not much worse than BMW's."

When Phillips said this, Amoha didn't know how to refute.

After all, Jaguar, as an English brand, has a high reputation in many Commonwealth countries.

Even people in these areas have a certain preference for Jaguar when buying high-end models.

Jaguar didn't have motorcycles in the past, so when people bought high-end motorcycles, they definitely wouldn't consider this aspect.

But things are different now.

Phillips felt that Jaguar Motorcycles would pose a huge threat to BMW Motorrad.

The key is that he doesn't know how to deal with it yet.

"The prices of the three series of products currently launched by Jaguar Motorcycles are relatively high."

"Relatively speaking, our product line is much richer and we provide consumers with many more choices."

"I think in the future the company can focus on the motorcycle market with a price of less than 300,000 yuan, and further expand the market with a price of less than 100,000 yuan."

Almohar is not confident that it can overwhelm Jaguar Motorcycles among products in the same price range.

After all, their brand influence is no worse than that of BMW, their product capabilities are no worse, and they are so good at publicity.

To put it mildly, it is a bit difficult for Jaguar Motorcycles to fail.

"This is certainly a way, but if people know about it, it will feel like BMW Motorcycles is afraid of Jaguar Motorcycles. It will be very difficult for our brand power to surpass Jaguar Motorcycles in the future."

Phillips thought more about it.

In his view, selling products is a very important thing, but improving brand influence is also an issue that needs to be considered.

Otherwise, it will directly affect BMW's sales, which is unacceptable.

Of course. At this time, whether he can accept it or not, he actually has very few choices.

Apart from investing more resources in promoting BMW motorcycles, there is very little they can do.

Of course, he will definitely not give up so easily.

"Well, let the technical department buy a few Jaguar motorcycles and conduct some tests and comparisons to see if they can find some of their weak points."

"It would be more beneficial to us if we could find problems in their products themselves and attack them."

Phillips added an idea of ​​his own.

In fact, some other motorcycle companies are already doing similar things.

Even for Jaguar motorcycles exported overseas, the first buyers are competitors.

…

"Mr. Li, I heard that Jaguar motorcycles are selling very well, and their sales in China have already surpassed BMW's."

"I think the company can also consider launching similar high-end large-displacement motorcycles?"

As the sales director of Geely Automobile, Peng Lin is obviously eager to expand his business.

Motorcycles are actually nothing new to Geely Automobile.

Geely entered the motorcycle industry in April 1994 and built China's first luxury scooter that year.

It can be said that Geely has a longer history of producing motorcycles than producing cars.

In this case, after seeing the popularity of Jaguar motorcycles, he naturally had some new ideas.

"High-end motorcycles pay a lot of attention to brand power. Otherwise, why would people spend hundreds of thousands or even hundreds of thousands to buy a motorcycle that is more expensive than a car?"

Li Su was not completely dazzled by his current success.

In any industry, high-end products are not easy to produce.

Not to mention motorcycles and automobiles, which are already relatively mature industries.

If you want to enter the high-end market, you must seize the market with the original king.

"The truth is this, but if we produce a large-displacement motorcycle with similar performance, but the price is only tens of thousands of yuan, then I think many consumers will be interested."

"Although China's motorcycle sales have been declining in recent years, the sales of large-displacement motorcycles are increasing."

"For example, the price of Jaguar F1000 starts at 299,900 yuan. If we produce a motorcycle with the same displacement, the cost is estimated to be less than 20,000 yuan. Even if it sells for 30,000 yuan, the profit will be considerable."

"Of course, there is definitely a gap in performance between these 30,000-yuan motorcycles and other people's 300,000-yuan products, but you get what you pay for."

Peng Lin already had some ideas when he came to report to Li Su.

Developing large-displacement motorcycles is not very difficult for Geely Automobile.

In the past, we didn’t pay much attention to it because the market was not very big. Geely Automobile focused its attention on the automobile industry.

But now that the sales of Jaguar motorcycles are booming, everyone is slowly focusing on large-displacement motorcycles.

A motorcycle that can accelerate from 100 kilometers to 100 kilometers in two or three seconds is still very attractive to some rich people who like excitement.

Peng Lin explained further.

He is optimistic about the large-displacement motorcycle market, and there is actually some reason for it.

Even to a certain extent, this is in line with future development trends.

The better China's economy develops and the more wealthy people there are, the more consumers will like to buy large-displacement motorcycles.

By then, this market may become an area coveted by many companies.

"Since you are so optimistic, then try to produce a 1000CC motorcycle and see how the market reacts."

Motorcycles are Li Su's specialty, so he naturally hopes to do it well.

Now that Peng Lin is so interested in large-displacement motorcycles, he naturally doesn't want to dampen the enthusiasm of the people below.

Anyway, the cost of developing a motorcycle is much lower than that of a car, so it’s not impossible to give it a try.