Beiqi's own brand creates a new marketing road for Beijing

As the last large-scale automobile group that entered the autonomous passenger vehicle field, the importance of self-owned brands to BAIC Group is self-evident.

2012 is the first year that Beijing Auto’s autonomous passenger vehicles really set sail. It is also a crucial year. Its A0-class car BC301 named E series will soon be listed in March to participate in the market to fight, and then the mid to high-level car C70, off-road vehicle B40 will also be listed in the year. However, in the difficult period of the development of self-owned brands, as a latecomer, how to compete for fierce competition for the independent brand to become a world, has become the vice president of Beiqi Corporation Dong Haiyang and its sales team pondering the problem day and night.

Emphasizes "Jingpin" playing quality brand

The copy of the sales department of Beijing Automobile Co., Ltd. Minister Liu Yu disclosed the marketing ideas of Beijing Auto; “Our company is located in Beijing, the capital, and is a place where people across the country are longing for. As a Beijing company, what kind of social responsibility do we have? We believe that we should find a culture called "Jingpin", which is exactly the culture of "Beijing Marketing."

Liu Yu uses the example of Beijing Tong Ren Tang to describe this marketing concept. Mentioned the well-known old brand "Tong Ren Tang" in its success in two words: "Concocting will not dare to save the man-made, although the quality will not dare reduce material." “It can be said that this is a kind of quality connotation accumulated in Beijing’s century-old store. It is a manifestation of a premium ability. Consumers are willing to spend more money to buy products from Tong Ren Tang. We also hope that through such a Consumers show Beijingers' understanding of the car and Beijingers understand the car service."

The first guarantee of "Jingpin" is high quality. Liu Yu introduced that Beijing Automobile’s production base for high-end automobiles in Shunyi invested 5 billion yuan, while domestic independent brands generally built factories with few investments of more than 3 billion yuan. The size of the investment is related to the degree of automation. The Dole painting line equipped at the high-end base of Beijing Automotive is the best coating line in the world. APT electronic control systems, Fazel, etc. are also the most advanced equipment, and their manufacturing level is second to none in Asia. Beijing Auto’s self-owned brand vehicles acquired through the acquisition of Saab’s core technology will be produced at the high-end factory in Shunyi. "From Saab, higher than Saab," is the idea of ​​Beijing Auto's absorption of Saab technology.

Dong Yang, vice president of Beijing Automotive Co., Ltd. explained: "The future of BAIC-based Saab vehicles, its appearance has nothing to do with Saab. Because Saab's design, both the exterior and interior design are outdated, our products We will not see any shadow of Saab, but Saab’s excellent handling will be preserved, and it will also be greatly upgraded.The first mid-to-high-class car C70 built on Saab technology will be launched later this year. Consumers meet."

Speaking of the A0-class car BC301 that has been named in the E series for sale in March, Liu Yu said that the car's final makeup picture is very different from what the public saw at the auto show. After the design support from international partners, Beijing Automotive positioned it as a "German-style product." This can be seen here, Mercedes-Benz chassis design technology Smart for four. The maneuverability tuning of the entire vehicle was completed by the famous company Mira of the United Kingdom. "Although it is China's own brand, what Beijing Automobile wants to do is an internationalized independent brand."

Create a new road for independent brand sales

Because it is a new brand that has just started, sales network construction must start from scratch and start from scratch, which makes Beijing Auto's channel construction efforts even more difficult.

Beijing Automobile has given its distributors a substantial amount of subsidies for building stores. This year, the establishment of shop subsidies is as high as 70%, that is to say, generally a domestic product invests in a 4S shop investing around 7 million yuan, and Beijing grants distributors a shop-building subsidy of up to 4.9 million yuan. The investor has only 2 million yuan of actual investment. Investment can build a standard 4S shop. In addition, if the product has not been delivered to the dealer for more than one month, all the wages and rent of the dealer this month will be the responsibility of the company.

In terms of training work, Beijing Automotive also hired well-known domestic training companies to provide on-site counseling for 4S stores. For the recruitment of key positions in the 4S shop, Beijing Auto will even help with the interview. Dong Haiyang stated that BAIC must create a new marketing path for its own brand. “The Marketing Institute of Beijing Automotive will help our dealers in various aspects such as how to collect customers, sell cars, plan marketing, arrange car layouts, and increase the turnover rate of funds.” At present, Beijing Automobile has accumulated nearly 80 cars. Brand, 100 micro-car brand investors.

"The construction of a good marketing network or to provide better services for our owners." Dong Haiyang revealed that after the listing of Beijing auto products, it will become the first car company to implement the auto "Three Guarantees" policy.

According to reports, the “Three Guarantees” of Beiqi’s version is basically the same as the second draft of the National Automobile Sanbao Policy. The core content is that the three-pack warranty period is two years or 50,000 kilometers (the first comer Prevail), the scope of the Three Guarantees includes the serious safety performance failure of the vehicle and the quality of main components of the powertrain. If there is a problem with the main parts of the engine, transmission, etc., as long as the vehicle is invoiced for 60 days or within 3000 kilometers (whichever comes first), consumers can choose to require the manufacturer to replace it free of charge. Dong Haiyang stated that currently BAIC is continuing to improve its “Three Guarantees Policy” and the specific details are expected to be formally released on the E Series listing site in Beijing. In other words, brewing for a three-car policy that has not yet been formally introduced for 8 years will be implemented by consumers from Beijing Auto.