Rebirth 99 to become a car giant.

Chapter 523 Sales exploded, phenomenal product, momentum is strong

Dreamer is the world's first model equipped with a 10AT automatic transmission.

Although it is just an MPV, it is equipped with V8 and W12 engines, and its power performance is better than most cars on the road.

Coupled with the vehicle length of 5.2 meters, the interior space becomes very spacious.

Refrigerators, first-class seats, screens…

For wealthy people, the riding comfort of such an MPV is definitely higher than that of any car.

In the beginning, some stars only bought Dreamers out of desperation.

But after sitting on it, I realized how good it is.

These things will naturally be fed back to the market slowly.

Not to mention booming sales, but Dreamer’s sales are really not bad.

On the contrary, the sales of Alfa, which has been reduced in price, not only did not increase, but fell.

This immediately confused the Toyota people.

Will it become harder to sell if the price is reduced?
"Minister, I have specially arranged for people to observe it for a week. Compared with last month, Alpha's sales data not only did not increase, but dropped by [-]%."

"As for Xingchen Motors, according to rumors, the sales volume of Dreamer can reach 100 units every day."

"In this way, they can sell 3000 units in the country a month."

"Even if the sales volume is relatively high at the beginning and then declines, there will still be 2000 units a month."

"This data may not be impressive at all on the car sales list, but considering the special attributes of high-end MPVs, Dream Season is a well-deserved champion."

Ma Hongjian reported to Mulinsen on the terminal market situation with a heavy heart.

This result was a little different from what he thought.

According to his original plan, after Toyota changed its plan, Alfa's sales should not say that they skyrocketed, but at least they should not decline.

Even though the Alfa didn't even have a refrigerator, it was still selling well before.

Why did the situation completely change after Dreamer came out?
In fact, he still didn't think about the problem from the perspective of someone who bought Alfa.

For those who can spend millions on an Alfa, they want millions.

If Alpha only costs about [-] like Japan does, then it will not be very attractive.

Now reducing the price to 49.99, the effect is actually about the same.

People cannot rely on buying Alpha to gain an extra sense of face, so naturally they will not buy it again.

This is one of the most important reasons for Alfa's sales decline.

It's just that this thing is really difficult for ordinary people to see through.

After all, not every consumer will be so serious about telling you their truest thoughts.

“If we continue at this pace for a few months, Dreamers will have a firm foothold.”

"Alpha cannot beat Dreamer. We had expected this before."

"Why can't LM300H compete with the dreamers of Xingchen Motors?"

"It stands to reason that everyone's official guide prices are about the same, and our Lexus brand influence is not bad at all."

"Especially in South China, many consumers recognize Lexus, and even Mercedes-Benz and BMW may not have brand advantages."

Mulinsen was also full of confusion at this time.

This situation became a bit fast, and it became a bit unbelievable for him.

Alfa and LM300H attacked together, but they couldn't beat a new car from Xingchen Motors?
Not so!

"I checked Weibo and Tieba. In the past few days, a large number of celebrities have forwarded pictures of the Dreamer, and some celebrities have even purchased a Dreamer themselves."

"Various entertainment companies have also helped promote Dreamers on their official Weibo accounts."

"The influence of those celebrities and entertainment companies is already relatively large. With such a move, Dreamers became popular all over the Internet."

“It has become a phenomenal product and has great momentum.”

Ma Hongjian was thinking about the scenes he had seen while collecting information these past few days, and he was very shocked.

This was the first time in so many years that he saw so many celebrities coming together to help promote a product.

It's not like Toyota has never found celebrities to endorse or help with publicity in the past.

But usually they just find a relatively famous star.

It's like a star car, as if all the stars are helping.

According to this kind of propaganda rhythm, hundreds of millions should not be spent?

But Ma Hongjian thought it was unlikely.

"Nanshan Film and Television, the brother company of Xingchen Motors, has a great influence in the domestic entertainment industry. I have only heard of this sentence before, but I don't have a very deep understanding of it."

"Now that I see so many celebrities taking part, I understand the true meaning behind this sentence."

"One of the main markets for high-end MPVs has always been entertainment companies and celebrities. Now Dreamer has completely won this market."

"No star is so stubborn that he would have trouble with Nanshan Film and Television on such an insignificant matter."

"If Alpha and LM300H want to break out of the circle, they must find ways to use their brains as business owners."

What should be given up should be given up.

In the entertainment industry, where energy is the key, Mulinsen knew that Toyota had no hope of victory.

In this case, thinking of new methods as soon as possible is something that must be considered.

However, it is easy to find a solution, but it is not so easy to make the solution effective.

Price cut?

Propaganda?

engage in activities?
No matter which one it is, it's not that easy to do.

These struggles of Toyota Motor are naturally seen by the people of Mercedes-Benz China.

In August's heart, he no longer dared to look down on the dreamer.

"Yang Ming, do you think sales have not increased after Alpha's big price cut? What's going on?"

"Is it really because Dreamer has so many celebrities to help promote it that Alfa's price reduction is useless?"

Paying attention to the sales changes of competitors is something that every car company needs to do in sales.

Alfa is the most representative car among domestic high-end MPV models, and Mercedes-Benz naturally has to keep an eye on its sales changes.

It's a bit helpless to say that Alfa is obviously just a product of Toyota Motor, and it stands to reason that it has nothing to do with high-end luxury.

But it happened that before, Mercedes-Benz and other opponents were pinned to the ground and rubbed.

It is also a Nissan MPV, but it does not put any pressure on everyone at all.

This situation really cannot be explained clearly in a few words.

"Celebrities help promote it, and the effect will definitely be there."

"After all, with so many celebrities promoting the product, everyone subconsciously thinks it is a good product."

“Especially because they not only help promote it, but also use it themselves.”

"Those luxury goods will ask celebrities to help endorse them, isn't it just because of this effect?"

“Nowadays, the propaganda of dreamers has the same effect.”

To a certain extent, Yang Ming can be regarded as a bystander.

The melee between Alpha, LM300H and Dreamer seemed to last a bit short.

It hasn't started yet, so why are there signs of ending?
This kind of scene has never appeared in the competition of other models.

Look at the competition between the Mercedes-Benz E-Class and the BMW 5 Series. It has been going on for many years with no results.

Let’s look at the competition between the Mercedes-Benz C-Class and BMW 3 Series. There was no result before, there is no result now, and it will not be so easy in the future.

Why is the situation different when it comes to Dreamer competing with Toyota and Lexus?

When Mercedes-Benz's own domestically produced MPV is launched next year, will it be like Toyota and Lexus, and be instantly outsold?

This is not what he wants to see.

"Do you think it is possible for us to allocate a special amount of funds and invite some big-name celebrities to help promote it and see if it can increase our sales?"

The publicity plan that Xingchen Motors can adopt, August feels that he can also adopt.

Mercedes-Benz has made a lot of money in China in recent years. Compared with the money spent, August is still very confident.

However, sometimes even if you have money, you may not be able to spend it.

There are so many celebrities, and Mercedes-Benz can't handle them all if it's willing to spend money.

For example, for artists affiliated with Nanshan Film and Television, no matter how much money you give them, they will not dare to cooperate with you on MPV projects.

Otherwise, do you really think that Nanshan Film and Television is vegetarian?
The so-called fairness and justice is often just a concept, so don't take it too seriously.

"You can invite us. Some celebrities from Hong Kong and Taiwan are very well-known. With the brand name of our Mercedes-Benz, it is not a problem to invite a few first-line celebrities."

"But it would be difficult to achieve the same effect as Dreamer."

"Not only do we have Nanshan Film and Television to help us, but we also have two related companies, Weibo and Autohome, to help us. This is not something that ordinary car companies can match."

"However, I think our situation should be much better than Toyota's by then."

"On the one hand, the brand power of Mercedes-Benz is not comparable to that of Toyota. On the other hand, our estimated selling price is also much lower than that of Dreamer."

"When the time comes, many companies will be willing to consider our products if they purchase MPVs for business reception."

At this time, Yang Ming must show his confidence in front of the boss.

Otherwise, August might have to consider looking for a new sales director.

After all, the current situation is not so ideal.

Whether it is the upcoming MPV models or other Mercedes-Benz models, the sales growth in China is somewhat behind Jaguar Land Rover and Xingchen Motors. Even compared with BMW, there is still some gap.

This situation certainly cannot be allowed to continue forever.

Of course, we still don’t know what will happen in the end.

Yang Ming is not that worried.After all, Mercedes-Benz's MPV won't be launched until next year.

I still have enough time to deal with it.

And when people at Toyota and Mercedes-Benz are worried about the sales of Dreamers, it is natural that Xingchen Motors, as the owner, cannot not pay attention to the sales of its own new models.

"Mr. Cao, our Dreamer has already sold 834 vehicles within one week of its launch. If this trend continues, monthly sales of 2000 vehicles will definitely be no problem, and monthly sales of more than 3000 vehicles are worth looking forward to."

"This is only domestic sales. The number of exported units will also make some contribution in the future. It is very promising that our sales will eventually hit 5000 units per month."

For dreamers, Xingchen Auto actually doesn’t have much sales expectations internally.

To boost sales, you have to rely on SUVs.

MPV is more about enriching the product line and achieving a relatively stable sales volume, and overall contributing to the development and growth of Xingchen Motors.

Of course, it is definitely a good thing if sales can explode and become a phenomenal product.

For example, Toyota's Alfa can be said to be a phenomenal product in the past few years.

Not only the export sales are good, but the domestic sales in Japan are also good.

You know, small cars are popular in Japan, especially mini cars like the so-called K-CAR, which sell the best.

Normally, medium and large cars like Alfa should not be popular in Japan.

At its peak, Toyota was able to sell 10,000+ Alfas a year in China, which was very impressive.

"Now the market is overdrawn by some celebrities. If we can maintain stable sales in the future, it will be considered a real success."

"In addition to the celebrity market, from a long-term perspective, the household market for business owners and some wealthy families actually also has great potential."

"This part of the market needs to be slowly explored, so that everyone can slowly realize that MPV is not just a van, it has its own unique advantages."

Cao Yang said calmly.

He is quite satisfied with Dreamer's current performance.

As long as the annual sales of a car worth more than 100 million units can reach more than 1 units, there is no need to worry about losing money.

Unlike a car that costs over [-] units, if the annual sales volume is only [-] units, it will probably be in ruins.

After all, the difference in tooling investment between a car worth over RMB 100 and a car worth more than RMB [-] million is actually not that big.

You need 4 sets of molds for one engine cover, and I also need 4 sets.

At most, my mold accuracy requirements are higher than yours.

In this case, although the impact on mold cost is there, it is not that big.

It's just twice as expensive as you.

"Our sales department is already contacting Autohome to make a mid- to long-term marketing plan and use various means to subtly promote MPV models."

“Maybe in the future, it wouldn’t be surprising if our dreamer becomes a model with annual sales of [-] yuan.”

Zeng Tingting is in a good mood now.

Xingchen Motors has performed very well this year.

The monthly sales of Yangwang and Xingtu have been firmly fixed at more than [-] units.

Ziweixing also sells two to three thousand units every month.

Even the Star Sports Car sells hundreds of units every month, which is already pretty good.

Nowadays, Dreamer can sell thousands of products every month, and its sales volume can also contribute to an increase in a year.

If overseas markets had not been affected by the financial crisis, with little growth or even decline, the overall situation of Xingchen Motors this year would have been even better.

"Chinese people's understanding of cars is still at a relatively early stage. It will take a long time for everyone to correctly accept the benefits of MPVs."

"When you set goals, you don't need to be particularly aggressive. Just take your time."

"However, you have to consider in advance how we plan to sell our flagship sedan and how to market it in the future."

"This represents the appearance of Xingchen Motors to a certain extent, and may become a car model for many wealthy people."

As a luxury brand, Xingchen Automobile cannot live without its own top-level sedans.

Mercedes-Benz has the S-Class, BMW has the 7 Series, and Audi has the A8. Naturally, Xingchen Cars cannot be left behind.

Therefore, within Xingchen Motors, in addition to the development of the Dreamer MPV last year, the research and development of flagship sedans has not stopped for a quarter of an hour.

According to the current progress, it is almost time for the first batch of prototype cars to roll off the production line, and it will be officially launched in a few months.

Some marketing plans naturally need to be considered in advance.

Otherwise, if this car fails, it will be a disgrace to Xingchen Automobile.

"I'm already arranging people to prepare this specific plan."

"For this model, we will also adopt some different solutions when selling it."

"Give customers more options to choose from and make the models more personalized."

Zeng Tingting naturally knew the significance of the flagship sedan to Xingchen Motors, so she also arranged for the best soldiers in the sales department to prepare for related work.

And this car has bulletproof and non-bulletproof versions when it comes out, and it is completely high-end.

By then, whether it is the style of the model or the price, it will be relatively high among Xingchen cars.

The more high-end the model, the more niche the market is.

After all, there are still not many people in China who can spend millions to buy a car.

If you take away a customer, it means that other brands lose a customer.

Therefore, all kinds of competition are also very fierce.

Even the sales managers of some luxury car 4S stores work very hard to sell cars.

Even if it means making some sacrifices, many people are willing.

No matter which line of work you are in, it is not that easy to do.

“Isn’t there a wealth forum every year?”

"At that time, we can consider cooperating with the organizers. We can try to make this car the official reception car of the Fortune Forum."

"In addition, we can also focus on exploring the market in the Middle East."

"For example, high-end bulletproof models, even if the price is a little higher, as long as people feel that they are worth the money, it is not a problem."

Compared with other models, flagship sedans are relatively difficult to sell.

This is what Cao Yang is relatively worried about.

Although he is relatively confident in the appearance of this car, for a model of this level, it is not just about the appearance.

Otherwise, when you look at those Rolls-Royce models, do you really think they look good?
not necessarily!
"Well, I will arrange for someone to communicate with you later."

"In the Middle East, we will also actively participate in auto shows and work hard with local dealers."

"In addition, we will also communicate with Huaqiang Group to see how Mercedes-Benz, BMW and Audi guide their car sales skills during their sales tours in this area."

"At the same time, we will also fully combine the marketing of brands such as Bentley and Rolls-Royce with their plans, and ultimately form a set of our own words."

"Simply comparing configurations and performance, we are not afraid of anyone."

As a latecomer who wants to open up in the luxury car market, he must have some advantages of his own.

If you can't compare to others, that's definitely not possible.

Xingchen Auto also has full understanding of this.

Otherwise, I would not be so quick to install 10AT in my car, and actively promote various intelligent network products.

You know, the arrival of the real intelligent network era will be ten years later.

The price of starting to implement safety configurations such as lane keeping, adaptive cruise, and collision prevention in advance is actually very high.

The process from zero to one is sometimes the most difficult.

On the contrary, if you copy mature products that others have already produced, it is not that difficult to come up with a better product.

Chinese companies may not be that good at innovation, but if they follow and learn, their ability will definitely be leveraged.

Following Cao Yang's instructions, companies such as Xingchen Automobile and Autohome began to take action.

"Mr. Yu, Xingchen Motors has launched two new models this year. This product line is basically relatively complete."

"I heard that they are also planning a medium-sized SUV. By then, 3 SUVs, 2 sedans, 1 sports car, plus 1 MPV, 7 models will be launched together, and sales will definitely rise to a higher level."

Almost all Xingchen Auto’s marketing activities are related to Autohome.

Within Autohome, there is also a dedicated team responsible for Autohome affairs, and He Ling is the direct person in charge of this team.

Zeng Tingting was about to start working on a marketing plan for a flagship sedan, so she naturally wanted to have a good chat with Autohome.

After sharing the information from Xingchen Auto to Autohome, Yu Yu and the others also attached great importance to it internally and held a separate meeting to discuss relevant arrangements.

"This flagship sedan, said to be one model, can actually be counted as two models."

"The bulletproof version looks like an extended version of a high-end sedan, with the length reaching 6.3 meters and the wheelbase reaching 4.3 meters."

"I roughly compared it, and basically this is aimed at the Mercedes-Benz S-Class."

"Although the main products currently being promoted are the W12 regular version and the W16 bulletproof version, V8 versions can be launched as needed in the future."

"In the future, whether it is a Mercedes-Benz S Series, a BMW 7 Series, or an Audi A8, it will probably be under a lot of pressure."

"The appearance designed by Mr. Cao has never disappointed anyone."

Zeng Tingting had shown Yu Yu pictures of the new car. Otherwise, if everyone didn't have the confidence, the publicity effect would be less effective.

"As China's top car designer, Mr. Cao has never let anyone down over the years, and this time is no exception."

"However, it is easy to promote this kind of model, but it is not easy at all to achieve good results."

He Ling knows very well that in this level of automobile market, Mercedes-Benz, BMW, and Bentley have obvious advantages.

As for the higher-level Rolls-Royce, it goes without saying.

Xingchen Automobile is going to fight a tough battle this time.

I just don’t know what the final outcome will be.

(End of this chapter)