Countercurrent 1982

Chapter 1812 Advanced Sense

In fact, the worries of the leaders of the SY city government are not unreasonable. For administrative cadres like them, they are good at mobilizing their resources. They can build factories and workshops from scratch, and they can also mobilize a large number of workers and technicians. Assistance, but they can do nothing in terms of product sales, they have limited understanding of the market and business, which itself is what businessmen should do.

If other companies in Shenyang are facing sales problems, then the SY municipal government is not worried. The scale is not large, and the impact on society is also small. They can solve it in the city.

But the scale of the Volvo car project is too big now, and it may involve the employment of tens of thousands or even 10,000+ people in the future, and once this kind of auto industry has debts, it is definitely not a small amount, worth hundreds of millions of dollars. Idle, the depreciation fee alone is a lot of money every day.

However, after contacting Duan Yun many times now, several leaders of the SY city government are still a little confused about what sales methods Duan Yun has. At least from the current point of view, how to solve the sales problem is still a huge problem for Volvo. The government has purchased more than 10 new cars at one time as official vehicles, which is already the biggest support, but it still needs to be sold at a loss.

"Xiao Duan, can you tell us about the specific sales measures? We are all on our own, so there should be nothing to keep secret, right?" Wu Disheng said still worried.

"Mayor Wu, let me tell you the truth. In fact, I really didn't expect that your new car will be officially put into production in Shenyang so soon. I originally expected that it would not be possible until the beginning of next year..." Duan Yun paused , and then said: "However, even if it is put into production early next year, it does not mean that our production and supply chain are fully mature. It still takes some time for adjustments and market research, so as I just said, there is no need to make too much at present. I am anxious about the sales of Volvo cars. It is a good thing that the low sales volume in the early stage is a good thing. At least we can use this period of time to test whether this kind of car is popular with consumers in China. In addition, it can also solve some problems in our production and quality inspection. If it is sold in large quantities from the beginning, once something goes wrong, the cost of saving it will be very high, and the project can even be handed over directly to die, which is also very possible..."

"You're right." Wu Disheng nodded, and his expression relaxed again.

"As for the most time-effective way to sell is to advertise. Our company has very rich experience in this regard. Many electronic products produced in the past have achieved good sales. The effect of advertising is very important." Duan Yun pondered After a while, he continued: "I plan to invest about [-] million yuan in advertising expenses from next year, and a professional team will run this matter. I believe that after this wave of publicity, Volvo's domestic sales will be significantly improved. The improvement of..."

"Advertising fee of [-] million!?"

Hearing what Duan Yun said, the leaders of several Sy city present showed expressions of disbelief.

For these leaders of SY City, an advertising fee of [-] million is simply unimaginable.

In fact, before the 90s, even the most expensive CCTV advertisements had a maximum annual cost of more than 300 million yuan, and ordinary ones were only hundreds of thousands a year. Imagine the concept of an advertising fee of [-] million yuan.

But in fact, after entering the 90s, CCTV's advertisements also began to rise. After 1992, the state allowed state-owned, collective, individual, and joint venture advertisements to operate and compete. Since then, commercial advertisements have been opened up. Start developing towards a style that is concise and easily communicated.

Whether in newspapers, wall advertisements, or TV advertisements, a large number of catchy and easy-to-remember "earth flavor" slogans appeared.

After private enterprises were allowed to advertise on CCTV, CCTV's advertising expenses began to rise. Last year, CCTV's annual advertising expenses exceeded 1 million for the first time, and the price of advertising space during prime time has exceeded 4 million yuan. 500.

Of course, Duan Yun will definitely not only advertise on CCTV, he also has various channels for marketing products.

After these years of development, the advertising department of Tianyin Group has become invincible in China. They have not only made the company's products well-known, but also good at improving the in-depth publicity and brand height of the products. In the impression of many Chinese people, Tianyin Group is the pride of the national industry. The products they produce are the best in China. Although they have never reached the status of world-class brands in the hearts of Chinese people, at least their products are compared with domestic Other brands still have a certain "sense of luxury".

As a European luxury car brand, Volvo itself has strong strength and heritage, but it is currently not well-known in China, and most people don't even know about this brand, but as long as Duan Yun is willing to spend money on publicity, He can definitely make this brand known to everyone in the shortest possible time.

Improving popularity is only a primary goal of advertising. Shaping the foundation and height of the brand is where Duan Yun can really spend money. For example, some well-known experts in the auto industry can write some soft articles, or use some celebrity endorsements to increase products. The "high-end" of the product, and then put a label on this product to solidify its impression in the minds of the Chinese people, which can be regarded as advanced advertising and marketing.

Just like many years later, people's impression of Japanese cars is that they are fuel-efficient, durable, and value-saving, etc., and German cars are impressed by strong power and good handling, although not all Japanese models are fuel-efficient and durable, and not all German cars are powerful and easy to handle. , but once this labeling impression is formed, it will be difficult to change the word-of-mouth in the country.

So from the very beginning, Duan Yun didn't just treat the Volvo project as a business, but as a brand. For this reason, he also planned to sign a long-term exclusive agency contract with the Volvo Group in mainland China to ensure that Will not make wedding dresses for others.

"It's the most basic business rule that high investment will bring high returns. Moreover, a brand new foreign brand has just entered the Chinese market. Advertising is very important, and it can even determine the cost of such a product. Just like when Japanese electric appliances entered the Chinese market back then, there were also overwhelming advertisements." Duan Yuan smiled slightly, and then said: "However, the success or failure of automobile products still needs the recognition of consumers, so I plan to go to the whole country in the next step. Establish more than 80 auto repair outlets in major cities to provide after-sales service for products in advance.”

(End of this chapter)