Countercurrent 1982

Chapter 1820 Brand Marketing
In the twinkling of an eye, time came to February, just after the Spring Festival, workers began to return to Shenzhen from their hometown one after another, and what was waiting for them was snowflake-like orders, and all factories under Tianyin Group entered 2-hour full-load work In the state, many drivers who pull goods from all over the country have stayed in the upper industrial zone for more than a week at the longest.

At the same time, Duan Yun also invited nearly 300 member dealers across the country to come to Shenzhen to attend the first chamber of commerce meeting of Tianyin Group this year.

In the past, every time the Tianyin Group Chamber of Commerce was held, it meant the release of new products, or the upgrading of new products and price adjustments, and every chamber of commerce brought great business opportunities to these members of the chamber of commerce, so that these Member dealers look forward to every chamber of commerce.

So after receiving the invitation from Duan Yun, it took less than 5 days for these members of the Chamber of Commerce from all over the country to come to Shenzhen by plane or train, and Tianyin Group also arranged for them well. The hotel, the reception work is also very satisfactory.

However, what surprised all chamber members this time was that Duan Yun called them to a meeting this time, not to release new products, but to discuss with them the establishment of Volvo 4S stores across the country.

These member dealers have already heard about Tianyin Group's introduction of Volvo production lines and the successful production of the first batch of Volvo 1 sedans, but generally speaking, they are not very interested in this car.

As for the reason, it is also very simple. All the members of the Tianyin Chamber of Commerce have no experience in selling cars, and their sales channels are limited to electronic products. It is easy for them to buy a color TV refrigerator, but selling cars is obviously beyond the the extent of their abilities.

The reason is also very simple. On the one hand, the price of cars is too high. At present, people who can afford cars in China are either rich or expensive. In most cases, they are purchased by the government and units, and very few private buyers buy cars. This means that this product is not suitable for ordinary sales models. On the other hand, compared with cars such as Volkswagen Santana and Audi, Volvo is not a well-known brand, but the price is as expensive, or even higher. However, when the brand power is relatively weak, the rich domestic people may not pay the bill, because they have better choices.

Therefore, after many member dealers learned that Tianyin Group is involved in the automobile industry and has introduced the Volvo production line, they are not optimistic about this brand from the bottom of their hearts, and most of them even think that this is a project doomed to failure. Domestic popularity is not high.

The facts are indeed true. Volvo's family cars only entered the Chinese market in the 20s, later than the three major German brands.

After entering the Chinese market, Volvo has been relatively low-key, and will even be defined as a partial car brand.

This is not in line with the luxury brand positioning set by Volvo, resulting in a low brand influence.

So since the reform and opening up, if such generations of people come down, many people will only have the impression of Daben, Hutouben, and BBA when they were young.

Moreover, the German BB a brand has formed a certain inherent label in the impression of Chinese people.

For example, if you ride a Mercedes, the boss; if you ride an Audi, you are a civil servant; if you drive a BMW, your business should be doing very well.

But if you ask many people what kind of car Volvo is, most people are at a loss.

However, the popularity of the Volvo brand in China cannot be generalized, and some regions still recognize this brand very much.

In the 90s, Volvo was still called a rich man by everyone. This Hong Kong transliteration at that time was quite pleasing to Cantonese.Moreover, the Taikoo logo on the rear of the car, as well as the fact that it often appears in Hong Kong dramas, will give the Regal brand a strong Hong Kong flavor.

So for a niche brand, the import of this car was quite a lot, especially in Guangdong. Its current inventory is still good, but its popularity is actually more than that.

The special thing about this car is that its front seat is equipped with a seat belt with an inertia reel type tension control device. This is a safety device that is standard in all cars and has saved countless lives. It was invented by VOLVO and the first Used on this 900 series model.It also has dual front airbags, safety headrests, and Volvo's unique SIPS side impact protection system, far exceeding the safety standards of the same period of the year.Coupled with the excellent passive safety performance in many collision accidents, the reputation of safety has been established in this way.

It's just that Duan Yun still needs to carry out a series of marketing and publicity if he wants Chinese people to know this brand personally.

"Everyone, this time I invite you to come from afar to participate in this year's Tianyin Group Chamber of Commerce. Here, on behalf of the group company, I would like to express my gratitude to everyone." In the conference room on the second floor of the hotel, Duan Yun stood at the front desk in a suit and leather shoes, holding a microphone I made a brief opening remark, and then continued: "I know that everyone's time is precious, so I will tell you straight to the point. I invite you here this time to discuss with you about the establishment of a Volvo 2S store. ..."

Afterwards, Duan Yun began to introduce the meaning of 4S store and its main function to everyone present.

"...Actually, 4S stores are already a very common car marketing model abroad, but in China, we must be the first to eat crabs." Duan Yun paused, and then said: "I think everyone should You know, one of the very important reasons why our Tianyin Group's electronic products are sold well all over the country is that they are of good quality and convenient after-sales maintenance. The key to reputation, and this time our group introduced the Volvo car project in Sweden, we also need a network that has covered the whole country and is easy to maintain after sales. One, it can be said to be very important for our group's future car sales..."

"Mr. Duan, how much does it cost to build such a 4S store?" At this time, a member in the front row got up and asked Duan Yun.

This member's name is Yao Fugui, and he can be regarded as a veteran member of the Tianyin Group Chamber of Commerce. Yao Fugui has joined the Chamber of Commerce since the earliest launch of the Tianyin brand recorder, and can be said to be one of the founding members of the Chamber of Commerce.

(End of this chapter)