Countercurrent 1982

Chapter 1823 Car spokesperson

After the chamber of commerce ended, Duan Yun immediately signed a Volvo 4S store authorization agreement with Wu Tian and others. In this agreement, Tianyin Group is mainly responsible for the training of sales and technical personnel, and will provide 4S stores with uniform member prices across the country. As the owner of the 4S store, besides being responsible for building the 4S store, he also needs to pay the 4S store authorization fee, but as the owner of the first batch of Volvo 1S stores, Duan Yun promises not to charge within 4 years Any fees can be regarded as some preferential conditions for members who support themselves.

After sending all these members away, Duan Yun immediately started to prepare for the promotional activities of Volvo cars.

Duan Yun first summoned the principals of the two departments, the advertising department and the public relations department, and then gave them relevant tasks and made arrangements for some specific implementation details.

In Duan Yun’s view, there are three key points in the promotion of Volvo cars in China. On the one hand, the heritage and sense of luxury of the Volvo brand. As a European luxury brand, Volvo is not well-known in China, so Duan Yun first needs to let the public know This brand has a certain degree of awareness, especially its development history and its advantages over several other brands, such as powerful performance, comfortable ride, and strong operability. These are the focus of brand promotion.

Moreover, in the promotion of the Volvo brand, Duan Yun can also learn from some examples and advertisements of the Hong Kong Swire Group to promote Volvo cars. In fact, the proliferation of domestic pirated Hong Kong movies can also provide good promotional materials for Duan Yun, because Tianyin Group I have also had business contacts with many entertainment newspapers and magazines. Some senior writers can use the Volvo cars in these Hong Kong movies as writing elements to promote Volvo cars in a subtle way, and finally give people the feeling that they are Hong Kong people. I like this Volvo car very much, and it is also a symbol of identity and taste, so as to elevate the sense of luxury of the brand.

Another aspect is to increase the progress of Volvo performance.

Speaking of which, this Volvo car does have a lot of merit, especially in terms of safety. Pointing seat belts has become the standard equipment of all current cars, which has made great contributions to the development of cars and saved the lives of countless drivers.

And in terms of the car body itself, compared with other vehicles, Volvo is safer, with a high frame hardness, and the design of the car body also fully considers the safety of car collisions. It can be said that the 940 car is currently the world's most One of the safest sedans.

Duan Yun's plan is to set up an institution similar to the "China Insurance Research Institute" in the future, or simply let some media hold such car crash experiments through sponsorship, and arrange Volvo 940 through live TV and other media publicity. Cars and other cars conduct crash tests, and then invite some well-known writers and some newspapers and media to cooperate at a high price to quickly publicize the results of Volvo's crash tests, and then magnify Volvo's safety. In the long run, When Chinese people talk about Volvo cars, the first thing that comes to mind is the word safety.

In addition, in this era, cars are a very expensive luxury in the eyes of many ordinary people. Any time the other party needs to invest tens of millions of funds, it will definitely attract a lot of attention in the country, and even a certain amount of attention. This is undoubtedly a very effective means of publicity.

However, when choosing a collision vehicle, Duan Yun will also make a careful selection. For example, if there is a problem with the collision test of a car like the Santana Audi with a Volvo car, it must be equivalent to smashing the other party's signboard. Yun offended many car companies in the same industry, especially Shanghai Volkswagen and Changchun FAW. These two companies are very important companies in the local area, and they are related to the annual tax revenue of more than one billion yuan and the employment of hundreds of thousands or even millions of people. , so Duan Yun tried his best not to conduct collision tests with the cars produced by these two companies.

However, for those imported cars that have not set up factories in China and have a certain reputation in China, there is no need to have so many scruples. In addition, if there are still people in China who doubt that Santana's acquisition of Audi is safer than Volvo cars, Duan Yun can also pass Sponsorship, let the media in Hong Kong conduct crash tests, and then publicize the test results in China, so that you can avoid offending domestic counterparts.

As for the last focus of Volvo Cars marketing, that is the after-sales and maintenance of this car, but this can only be used for publicity when Volvo 4S stores have a certain coverage across the country, and because all parts of the Volvo 940 sedan can be Localization means that the parts required for maintenance will be cheaper than other joint venture cars, which is also a huge advantage of Tianyin Volvo.

Duan Yun held a two-day meeting with the staff of the advertising department and the public relations department. After formulating all the publicity plans, he immediately invested 3 million yuan in the preliminary publicity. According to the overall evaluation of Duan Yun and the publicity team , At least for the next three years, more than 000 million yuan in publicity expenses will be required each year. These Duan Yuns have already made long-term plans.

After the meeting, the staff of Tianyin's advertising department and public relations department immediately began to contact the relevant media partners and writers, and there was also a special person to go to BJ and CCTV to contact and purchase prime-time advertising space.

In addition, Duan Yun also intends to invite celebrities to serve as the spokesperson for Volvo cars.

In terms of choosing a spokesperson, Duan Yun has also gone through a lot of deliberation.

In the 80s, domestic stars such as Pan Hong and Liu Xiaoqing had the top popularity and popularity in the country. It is precisely because of this that the product endorsements invited by Duan Yun in the early years were basically domestic stars. Liu Xiaoqing , Pan Hong, Cui Jian and others even endorsed a variety of Tianyin Group products.

However, in the 90s, with the proliferation of pirated audio-visual products from Hong Kong in China, Hong Kong stars gained a very high reputation and influence in China, and their popularity was far higher than that of domestic stars.

And in the early 90s, the three most influential stars in the mainland were Andy Lau, Jackie Chan and Chow Yun-fat. These three were top-notch in both sides of the strait and three places, and they could also be called superstars in the Chinese circle.

Logically speaking, Andy Lau is the most popular in the Mainland at the moment, and Duan Yun originally planned to invite him to be the spokesperson for Volvo cars in the Mainland.

However, in Duan Yun’s opinion, the choice of a spokesperson for a car is not only based on the popularity of the other party, but also the temperament and connotation of the spokesperson. Andy Lau is very good, but the impression he gives is more unrestrained, unlike Volvo’s low-key and restrained brand temperament Not exactly.

So after a period of thinking, Duan Yun plans to invite Chow Yun-fat to be the spokesperson for Volvo Cars in the Mainland.

(End of this chapter)