Countercurrent 1982

Chapter 2155 Car Advertisements

However, if he wants to buy the real car in installments, Duan Yun still needs to cooperate with a domestic bank.

And in terms of installment models, he only planned to pay for the Kang Yun and Shen Xing cars in the early stage. As for the relatively high-end Tianyin car projects, such as Volvo cars, they can only support one-time payments at present. As for the reason It’s also very simple, because the cost of relatively low-end Kangyun and Shenxing cars is not high, both below 6 yuan. If this cheap car is paid in installments, it can lower the threshold for many Chinese people to buy a car. As for Volvo’s high-end cars, The current customers are mainly from the government, enterprises and institutions, most of which are official vehicles, and ordinary consumers who can afford such cars are definitely not ordinary people, so not all models are suitable for installment payment.

Moreover, unlike the 20%, 30% or even zero down payment installment payment model of later generations, the Kang Yun and Shen Xing cars are going to adopt the 50% down payment model. It will not lose too much, thereby reducing the financial pressure of the group company.

At present, Duan Yun has sent the public relations department to negotiate with the bank, because this kind of sales model has already had a precedent in China. Since last month, Tianyin Automobile's competitor, Alto Car, has cooperated with the Bank to sell in some big cities in China. Small-scale installment payment mode, if the powerful Tianyin Group wants to cooperate with banks, it should be easy to obtain, because Tianyin Group has always been a major customer of these state-owned banks, and its annual capital flow is tens of billions Therefore, the bank must make some compromises, and the installment payment is also a profitable thing for the bank.

In mid-November, Duan Yun got on a plane and went to Shenyang again, where he participated in the mass production ceremony of the Shen Xing sedan.

What surprised Duan Yun when he went to Shenyang this time was that the SY city government was very efficient. In less than half a year, a new automobile production line was expanded for the Jinbei Automobile Factory, and a new automobile production line was built in the industrial zone. The factory building has also been fully started, and the speed is so fast that Duan Yun is also a little amazed.

In fact, the reason why Shenyang has such a high efficiency is that, on the one hand, it attaches great importance to the local automobile industry, and on the other hand, Shenyang is the largest heavy industrial city in China after all. It has all kinds of resources and complete equipment, and more than 70% of the equipment in the new production line All are produced by local enterprises in Shenyang, coupled with the efficient coordination and cooperation of various government departments, the expansion of the production line is very rapid this time, and in terms of technical level, it is also considered to be leading in China.

Although there are currently hundreds of automobile manufacturers in China, the biggest rivals of Shenyang's automobile industry are only Shanghai and Changchun. The resources of the entire Liaoning Province strive to turn the automobile industry into a pillar industry of the entire Liaoning Province.

When Duan Yun attended the meeting in Shenyang, Xi’an expressed his gratitude to the leaders of SY city government and Liaoning Province for their support, and then put forward some ideas and opinions of his own.

First of all, Duan Yun believes that in order to expand the sales of the automobile industry, in addition to the quality, price and after-sales service of the automobile itself, it is also necessary to pay attention to the packaging and marketing of the brand. In this regard, the SY city government still needs a lot. hard place.

Car brand marketing looks simple, but in fact it is often difficult.Compared with other marketing models that detonate and convert, the conversion link of automobile consumption is longer, and the decision-making cycle from cognition building to consumption purchase often takes a few weeks or a few years. Rollover accident", the marketing achievements made in months or even years may be in vain, it is not sad.

In Duan Yun's view, the marketing of automobile brands is not just advertising, but a kind of culture, which requires a lot of long-term investment. For this reason, Duan Yun's suggestion is to increase A large investment in the publicity of Shenyang Automobile, and in-depth cooperation with the cultural and sports circles, with the help of their strength to promote the brand of the car.

For a long time, Duan Yun has been very familiar with people in the entertainment industry in Beijing, including the most popular directors of this song, such as Zhang Yimou, Chen Kaige, Feng Xiaogang, etc. If Duan Yun is willing, he can always find them to shoot some with various There is no problem at all with the release of "private goods" movies and TV dramas.

In fact, the advantage of film and television advertising is that it is long-term. Good films can be circulated for decades and last for a long time, just like Hong Kong movies shot in the 90s. Let people relish.

In addition, Duan Yun can also find someone to shoot some well-produced documentaries and promotional films. For example, some crews and actors can drive around the country in cars produced by Tianyin Group, recording the great rivers and mountains in China, and at the same time let the people of the country Witness the performance and stability of Tianyin vehicles.

The last is the brand's slogan, which is also very important for the establishment of a car brand.

To some extent, consumers will have more purchase intentions for brands with traces in their minds.

In this era, there are many car slogans that are impressive, so the brand side is also trying to instill the brand concept and product concept into the minds of consumers, which is also a very effective marketing method.

"There must be a road for a car to go to the mountain, and there must be a Toyota car on the road." This has basically become a car slogan most familiar to Chinese people. In addition, "With Santana, you are not afraid to travel all over the world." Let SAIC Volkswagen's Santana sedan once became the most popular joint venture brand car in China.

The current mass-produced Volvo cars of Duan Yun Company actually have a very good promotional slogan, that is, "Caring for life, enjoying life." It reflects the safety of Volvo cars, and it is also one of the selling points that this car is very focused on. .

But in Duan Yun’s view, “Care for life, enjoy life.” This slogan is more like a public service advertisement, and the impression it leaves on people is far less impressive than Toyota and Santana cars, so Duan Yun plans to launch a new car. ad words.

"Kangyun car, enjoy a better life." "Shenxing car, worry-free, effort-saving, the first choice for successful people." These are the advertising words that Tianyin's advertising department came up with, and in the next step, Duan Yun will put these car brands The term is used to publicize and cover a large area of ​​the country through TV and media advertisements.

(End of this chapter)