Countercurrent 1982

Chapter 2041
In mid-July, Tianyin Group's car advertisements began to appear overwhelmingly in major media across the country.

In fact, the new car has already reached the lower limit of mass production on Children's Day, and has received orders for more than 200 cars through more than 1000 [-]S stores across the country. But until this time, the Kangyun sedan produced by Tianyin Group has just begun Advertising at scale.

The reason for this is also very simple, because the new car has just been launched, and Duan Yun is temporarily unable to know the market popularity and quality of this car. He needs to test it for a period of time after it is put into the market before he can get feedback. .

In fact, this is also the consistent sales strategy of Tianyin Group in the past. First, push the products to the market through various channels and outlets. If there are no major quality problems and the sales volume is acceptable, then the next step is to spend money on large-scale advertising. Propaganda, the advantage of this is that the risk can be minimized, because if the sales volume of the product is low, it can be a dead sheep, and once the advertisement goes down, and there is a problem after a large number of products are sold to consumers, the loss will be very heavy, even It will seriously affect the Tianyin brand.

After more than 500 cars entered the nationwide franchised car 4s stores in the early stage, judging from the feedback over the past month, the situation is still very good. Compared with Alto, the price is lower and the perfect after-sales service system makes this This domestically produced car quickly attracted the attention of domestic consumers. Without any advertising and marketing, all the more than 1000 cars in the early stage have been sold. Apart from the circumstances, the other cars did not have any major quality problems. It is precisely because of this that Duan Yun entered the second stage of sales, costing more than 2000 million yuan, and started an overwhelming advertising promotion campaign in China.

For a while, besides newspapers and local radio stations and TV stations, many streets, highways and subway stations in first- and second-tier cities have posted advertising posters of Kangyun cars. In addition to the carefully photographed car exterior patterns on the posters, the 58888 yuan The price is also very conspicuous, and the slogan is directly marked: "58888, Kangyun car drives home."

This price is undoubtedly very attractive, because compared to the quality and performance of the car, domestic consumers are most concerned about whether they can afford it. There is no need to think about it any further.

Moreover, Duan Yun's marketing team is becoming more and more sophisticated. They even bundled the Kangyun car launched this time with the policy of "All People Going to a Well-off Society" that the country is vigorously promoting. The successful purchase of Kangyun cars has become an important criterion for a well-off life. In first-tier cities, they even set Kangyun cars, home theaters, and 21-inch large color TVs as the "three big things" for new marriages. After buying a car with spare energy, the "high quality life" that can be obtained.

It can be said that the current advertising department of Telling Group is more like a highly professional "dream factory". They are very clever. They often pack their own products in high-end packaging. For example, this time to promote the Kangyun car, many of the more than a dozen advertisements shot in the early stage were shot in scenic spots. The actors used professional models, or Create a story of social elites letting go of themselves, or create a harmonious scene of a family of three driving by car. Product posing video.

Relying on the brand reputation accumulated over the years, coupled with the perfect after-sales service of automobile 4s stores, the sales of Kangyun cars began to rise continuously. The second batch of orders, so far, the number of additional orders has reached 1500, plus the 4 sold before, within a month and a half of the new car's mass production, the sales of Kangyun cars have reached an astonishing 3000 car.

The sales performance of 4500 vehicles within one and a half months may not be considered an impressive sales volume in later generations, but in the current domestic market, this figure is already quite astonishing.

You know, the sales volume of the corresponding Alto model last year was about 8000, and Duan Yun only took one and a half months to reach more than half of the sales volume of Alto last year. Judging from this trend, the sales volume this year It is no problem to break through 15000 vehicles. You must know that the current advertising and promotion activities have just begun to spread on a large scale, and it is far from the peak sales period. According to the evaluation of the expert team, the total sales volume of Kangyun cars this year is likely to break through From 2 to [-], it has become one of the most sold models in mainland China.

However, this kind of car seems to have a high sales volume, but in fact Duan Yun is taking the route of small profits but high sales. The profit of each car is not high. According to the general profit of about 20% in the industry, the profit of Kangyun cars is lower. At this level, the cost price of Taiwanese cars is around 48000 yuan, and the ex-factory price is over 5 yuan. Now the national unified price of Kangyun Cars is 58888 yuan. It only takes about 54000 yuan to mention a new car.

From this point of view, the profit of each Kangyun car produced by the factory in Shenyang is only about 2000-3000 yuan, while the profit of each car sold by the franchised car 4s store is about 4000-8000 yuan, so the overall profit Most of the money is taken away by auto 4S stores, and the manufacturer's profit is currently only about 5% to 8%.

Moreover, these franchised auto 4S stores also have other means of making profits, including car maintenance and after-sales service, which are long-term cash cows, and Duan Yun’s auto parts company can also sell some auto parts to benefit from it. Get some profit.

However, although the Kangyun car seems to have meager profits, it is a mass-produced model after all. Although the Volvo car is good and has high profits, it is expensive, and the price of more than 20 yuan is currently beyond the reach of most Chinese people. , so the annual sales volume is also limited, but if the word-of-mouth of Kangyun Cars is stable enough, then the sales volume will definitely be much higher than that of Volvo cars. The sales of tens of thousands of units a year can also give tens of millions to Tianyin Group and Jinbei Automobile Factory. The profit of hundreds of millions of yuan, although it cannot be compared with the profit of Tianyin Group's current main business in the electronics industry, can provide Shenyang with a large number of jobs and maintain the development of the entire industry. As the industry continues to rise, the profits brought by this car will also become higher and higher...

(End of this chapter)