After five years of research and development, investing more than $ 11 billion yuan, Yulon own brand of Na Zhi Jie (LUXGEN) published in September 2009, the first car LUXGEN 7 MPV (Business Utility Vehicle, Multi-Purpose Vehicles) , published in September 2010, the second Luxgen7 SUV cars (sport utility vehicles, Sports Utility Vehicles), announced annual revenues of over 11 billion at the end of 2010.
LUXGEN 7 SUV in September 2010 to 1,254 vehicles, 2,244 vehicles listed in January 2011, ranked at the same level the first domestic SUVs TOYOTA WISH defeated long-time members, but also exported to the whole world.
Yulon had long when the Japanese car dealers, but also tried to develop its own brand, first impala 101 due to various objective factors and some quality problems, attracted people ?flywheel? ridicule. This failure to Yulon as long as 20 years, not pushed its own brand. However, with a dream of the USese their own repairer, hearts to Yulon, chairman Yan Kai-tai, had never disappeared.
Consumer insights think a move
Like revenge, like Prince, Yulon launched Na Zhi Jie, swept away 20 years ago under the policy of the Government to protect the perennial losers like the weak image. When the failure both subject and object relationship factors or because their own quality control is poor, ineffective retractable banner marketing, nobody is to blame. But after 20 years of hardships, Yulon the master brand Deathmatch process, all the attention to the key.
Now, in the US market share, not only defeated South Korea?s Hyundai Motor, also biting Mazda and Ford, or even let Big Brother Toyota also began to get nervous. Relative to these hundreds of centuries car brand comparison, Na Zhi Jie, or perhaps the younger generation, but the the breakout ambition and strength, but also does so in awe of these old brand. In recent years, US has long been open to international car brands to sell, when all famous car in the world to come to US to enter the Warring States Period, US auto market, consumers have too many choices. Why Yulon want to re-launch its own R & D marked with their own brand of car? But also sell impressive ring. Yan Kai-tai revive Yulon process, do the right thing?
Na Zhi Jie Marketing Associate Li Changyi, Yulon Group repairer in addition to 50 years of technology, Yulon subsidiary CRE Huajing Sanyi factories, research and development, manufacturing units support. In addition, consumer surveys do first in the research and development stage, in addition to the response to the preferences of the customers in US, but also to a higher international market. Yulon found:
USese buy SUVs preference style and sense of honor, a comfortable interior and luxury equipped. SUV cars, for example, Na Zhi Jie SUV ?bigger?, reached length of the LSUV of 4 meters to win the favor of consumers.
Consumers, SUV driving, the due to bodywork larger, must be done to all-round back, such as rear security dead ends. So Na Zhi Jie ?forward-looking? with five security features, smart technology to help traffic safety.
Consumers want to reduce the displacement, in addition to the fuel-efficient, provincial taxes, they want high-powered, Na Zhi Jie then use the 2.2-liter turbocharged engine, the mountains to the sea in this cart as easy.
Li Changyi hardware should be able to go beyond the same level of domestic cars and high international brand. Whether Vehicle Engineering ?constitutes the of automotive main body and security?, or demands comfort and texture ?built with?, but also the ?wisdom? into one, a move to win. The use of US leads the world in electronic technology, will be a powerful killer. In this way, we can allow consumers to enjoy the specifications of the top car brand to have relatively less price.
But who will become the technology partner, in order to win the favor of consumers? US?s well-known mobile phone brand HTC, should be the chosen one. This Na Zhi Jie team and HTC?s CEO Peter Chou, in the process of product development, the demand for consumer surveys, repeated exchange of views. HTC specialized electronic technology, transplanted to the vehicle electronic platform, to create a new 6 5 safety features and more than 1,000 pages of car computer with Na Zhi Jie dedicated iMove website, play a strong itinerary planning, performance and entertainment.
The nine the Heart of the Golden Triangle
Li Changyi pointed out that, in addition to the core segment, creating the brand must be in three areas of products, image, access, under the foot of the martial arts, to be able to Deus Ex. For example, some car brands pathway, but the product is not good; some strong product, but stronghold bad path, resulting in poor sales, and gradually fade US auto market. Iron triangle underneath, and each is divided into three areas, to achieve the ?Think Ahead?, then the market share will be able to brisk performance.
1. Products is grab three measures Tougong:
Quality: seeking superior again seek segmentation, Na Zhi Jie got eight renowned international automotive engineering brand cooperation, such as chassis control system, cooperation and Austria MAGNA and British PRODRIVE,,,; bodywork crash tests by the British MIRA technical support; In addition, from the engine, ABS, airbags, alliances and international well-known brand.
Design: both practical device appearance, make sure each product appearance design aspects are implanted gene ?Think Ahead?, so that consumers feel the brand connotation. Radiator Grille for example, showing Eagle visual highlight the texture and younger.
Value: the pursuit of value maximization Na Zhi Jie two main product lines, pricing of about NT $ 80 to 100 million people, the whole car is equipped with ABS, EBD, BAS and other safety equipment; the Monarch models more HID headlights, and top type models have ESC dynamic vehicle stability system, TCS tracking anti-skid system, AFS active steering headlights the ceiling television and JBL High-End audio. Wisdom beyond sibling vehicles functionality and value with terms of the level of imported cars, at least NT $ 200 million or more. Na Zhi Jie with more luxurious and more high technology equipped with imported cars, so that consumers feel the ?value for money?.
2 image of three strategies to grab fame:
Advertising: To a wash impala 101 negative reputation in the advertising on the use of four stages Raiders scored the hearts of consumers. First, playing ?brand in US to build trust; Second, the word? guru endorsement, and got Stan Shih, Heinrich Wang, Chou et al, transmission quality and value; Third, brought out a beef, highlight the smart car ?forward-looking Technology ?five characteristics, the door to attract consumers; fourth, passed thanks to the way to promote the sales of the good results, export the good news, strengthen the reputation.
PR: deep into the lives of ordinary people in US, to borrow various large international or local activities, such as the Flora Expo in Taipei, Kaohsiung Dream Parade Double Ten National Day, sponsored by Na Zhi Jie vehicles, consumers have the opportunity to experience, have taken advantage of to create a positive image and reputation. For example, in order to allow southern friends feel the joy of the New Year holidays, LUXGEN two consecutive years of cooperation with the Kaohsiung Dream Mall and 7-ELEVEn the name of the Christmas parade, led the LUXGEN with the Open teenager greet 2011. Li Changyi enterprise ?public relations? as a metaphor for the cover art galleries, he thinks galleries and general residential material is the same, but for different purposes, corporate public relations as cover art galleries, the do pleasing in every aspect.
Word-of-mouth: In the era of the Internet far and wide, negative word-of-mouth must humbly honest with. Brand early stage of development, with particular attention to the problem of defect in any product, must be careful to respond to treatment, and customers to establish a sense of trust. For example, the vehicle of any non-human factors issues, formally issued a recall notice, Yulon even service the staff made a special trip to the owners of the home to pick up the car maintenance, and subsidies to the owners of means of transport fares, be sure to achieve customer satisfaction and convey positive word-of-mouth.
3 path three strategies to grab the customers:
Sales: In addition to all of US pathway stronghold, selected the most suitable brand positioning, sales process also requires thoughtful. Customers into the Na Zhi Jie exhibition space, staff will lead the customer to a comfortable sofa area, the first point to drink the free drinks with more than a 100-inch screen to do About car. And for the first time through-ear walkie-talkie, notify the the showroom competent. Second, allow customers to experience theater through US?s first ?virtual drive various conditions encountered. Service personnel with the iPod Touch system via Bluetooth (BlueTooth), Introduction to Auto various functions, so that customers actually experience the high-tech driving experience.
But, Li Changyi also said the many car brands sales representative, often waste time on the and customer ?bargain? may have overlooked the original intention of the service. Na Zhi Jie car in US are laid down fixed price junlingzhuang, as long as the private discount sales staff for the sake of business, even if only one thousand dollars will be discharged. This approach has two meanings, business personnel can concentrate better service for customers; ensure the used car prices, and will not affect the follow-up value of the brand because the new discount, brand development.
Services: a customer into the vehicle maintenance plant, especially women fear most is when the Sheep slaughter, Na Zhi Jie FOR YOU View the whole system, so that consumers sitting in the comfort of your lounge, and also be able to watch the live broadcast vehicle maintenance; replaced parts, the entire process with electronic photo frame record at the end of the maintenance will also change with the parts to the customer view.
Customer Satisfaction: In addition to regular surveys of customer satisfaction, including sales satisfaction survey, and service satisfaction survey, and also through the trip computer to remind owners of maintenance time and Notes. Li Changyi Customer Satisfaction To implement the usual details; discovered the problem, but also face immediate resolve, will get a positive cycle. Processes such as sales, maintenance, Na Zhi Jie also require service, be sure the process of the standard set by the spirit of ?Think Ahead?, so that customers feel intimate.
Brutal world of the retractable banner stand brand Deathmatch, Prince Revenge few brand to thousands of years Evergreen because when successful brand profitability, expand market share, began to chase other goals, and no longer listen to the voice of the consumer. Na Zhi Jie this car in US, but also bound for where? US to build brands in the world can ride many miles? Let us wait and see.
Source: http://www.uraniumhuntercorp.com/automobile-brave-new-marketing-strategy/118
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