In the Qingming Shanghe Park Scenic Area in Bianjing City, the listing of "Song" was held in the auditorium of the scenic spot. There are Song Dynasty scene theater performances here on weekdays, which can accommodate more than 1,000 tourists to watch collectively.

When Han Hao appeared holding Chen Lingxi's hand, countless magnesium lights lit up, recording this rare moment.

"Rich men and beautiful women!"

This is the most apt assessment of them by the reporters present.

Suddenly, the limelight of the two overshadowed the upcoming "Song".

At present, the biggest source of advertisers for traditional media is real estate, which is profitable, and automobiles. Therefore, for the listing of "Song", Zhonghua Group invited the mainstream media of the whole country to attend, and the huge press corps is comparable to the coverage of the two sessions.

The launch of the new car "Song" has created a new model, adopting the form of a stage melodrama performance. It is no longer a common manufacturer leader to speak, inviting stars to sing and dance, but integrating "Song" into the stage play and becoming one of the protagonists.

As the curtain fell, the narration sounded.

"In 960 A.D., Zhao Kuangyin, the general of the Later Zhou Dynasty, fought in the south and the north, and made great achievements——"

The lights came on, and a large number of samurai in armor appeared on the stage, and they were plotting something.

"The lord of the country is young and unable to take on the throne, we must choose another lord!"

......

The stage play reproduces the process of Chen Qiao's mutiny and Zhao Kuangyin's being added to the yellow robe by his subordinates.

If they hadn't known that they were here tonight to attend the launch ceremony of the new car, many reporters would have thought they were watching a formal theatrical performance.

The nearly 20-minute performance reproduced the real scene of the founding of the Zhao family.

"It's not appropriate to use 'Zhou' in the country name, we have to find a new honorific title. ”

But when choosing the country name, there was a lot of controversy among these soldiers.

At this time, someone came to report that an unidentified fireball crossed the sky and fell near the suburbs.

"This is an auspicious omen from heaven. ”

A man who looked like a military advisor said this.

Soon, a large square iron cabinet was dragged in front of Zhao Kuangyin, and he ordered the craftsman to open it with great effort.

I saw an unseen object appear in front of me, and everyone didn't know what this steel giant with two eyes and a big mouth was, but the Chinese character "Song" in front of the front of the car was recognized.

The actor who played Zhao Kuangyin walked up to take a look, waved his hand, and announced that the country would be named "Song" in the name of Xiangrui, and regarded this giant thing from the sky as the treasure of the town.

At this time, the stage play ended, and the small SUV "Song" completed its debut.

Historical time and space travel, as well as the paradox of chicken and egg, make the listing of "Song" no longer cliché.

From the outside, "Song" is a miniature version of "Tang", and its appearance is almost the same.

At the time of the big sale of the "Tang", the launch of the "Song" can be said to be borrowed, facing consumers who have a small budget and want to buy SUVs.

The body size of the "Song" is 4170/1810/1670mm in length, width and height, and the wheelbase is 2560mm, which is a small SUV product.

Its front face adopts the family design language of ripples of water droplets, the side lines of the body are sporty, the tail design is more layered, and the exhaust design of double sides is adopted.

The exhaust design is different from this generation of "Tang", according to consumer surveys, everyone likes the design of double double-sided, even if there is actually only one exhaust hole really functional.

The previous survey of 10,000 people clearly showed that appearance is everything, as long as the vehicle looks good, consumers can accept many other shortcomings.

The power system adopts the 1.6L engine of Pangu II, and the most prominent is that the automatic transmission is equipped with a CVT transmission independently developed by Zhonghua Group.

After national demonstration and a series of subsequent improvements, the independent CVT was officially installed and used, which created a new history for China's automobile industry.

Both the continued long-distance road tests and the selected taxi driver tests did not fail in the process, indicating that the autonomous CVT can take on a new role after mass production.

From the cost point of view, the independent CVT saves at least 8,000 yuan compared with ZF's products.

Thanks to the independent mastery of a number of basic data, the 1.6L engine and CVT are well matched, and there is no big problem with normal use.

The price of the MT model was announced, ranging from 68,800 to 86,800 yuan, divided into three models with different configurations. There are two CVT models, priced at 92,800 yuan and 98,800 yuan respectively.

It can be said that the price of "Song" 7-100,000 yuan is a good connection with "Tang" in the range of 10-130,000 yuan, forming a complete price matching system.

Since then, in the SUV field, Zhonghua Group has completed the layout of small and compact SUVs, focusing on price-sensitive consumers from 7 to 130,000 yuan.

All models are equipped with ABS, ESP and dual airbags as standard, which is unique in the domestic market. Even if consumers buy the lowest grade of 68,800 products, they can still use them normally and the safety will not be affected.

The actual selling price is 6,000 yuan less than the pre-sale price, and 2,000 yuan lower than the price speculated by the on-site media.

The more vehicles on the road, the more it can advertise for Zhonghua Group and form an objective group effect. Unlike joint venture brands, which win by price and require profit margins, Zhonghua Group's models are all won by volume and require to occupy the market as soon as possible.

"In the first five years, a huge consumer group was formed. After 5 years, we will go up to meet the needs of the original consumers and upgrade new products. ”

Han Hao's market strategy is obvious, which is to take advantage of the joint venture brand to occupy the market space as soon as possible. After this wave of dividends, they will take advantage of the new market demand to upgrade their products. He set this cut-off point in 2008, which coincided with the Olympic Games in the capital and the time when Zhonghua Group launched its global brand promotion.

The economy is developing, and the people who buy vans now will definitely choose to buy more premium cars after their wallets are bulging, and then Zhonghua Group will also upgrade and launch high-level new products.

In the context that consumers only recognize domestic cars for more than 100,000 yuan, rashly launching a product of 200,000 yuan will only end up with the tragic encounter with Brilliance and Dongfangzi.

First, you need to slowly build your brand so that consumers recognize your products. Second, there must be time to precipitate, the automobile factory is the same as people, you can't eat a fat man in one bite, you have to have a growth period to accumulate technology.

Beautiful appearance, outstanding cost performance, and a network all over the country, it is destined that "Song" will be a hot product.

Now in the domestic market, except for the half-dead Toyota Terui, there is no rival for a small SUV.

"I estimate that this car will sell at least 10,000 per month, and the only thing that restricts it is the reliability of the automatic transmission. However, the manual transmission MT is enough to sweep the market, after all, all 80,000 yuan can land such a beautiful car, which is unique in China. ”

A reporter at the scene said to his peers after the price was announced.

"To be honest, I really admire Chung Hwa Group, every time a new product is launched, it can tickle everyone's itch and know what kind of products consumers need most. Breaking 10,000 is not a problem, you should ask if it will break 20,000!"

The media colleague gave a more optimistic view.

Even reporters can see the bright future, and the dealers present at the scene experience is more intuitive, because the number of reservations directly reflects this.

"If it weren't for the death order of the manufacturer this time, I really planned to increase the price again. The number of orders is much better than when 'Tang' was listed, and many customers have made decisions based on the principle of more refund and less compensation, for fear that they will have to queue up to pick up the car at a higher price if it is late. ”

A dealer looked at "Song" on the stage and said with a look of regret.

"If a new contract is signed, once the price increase is detected, it will be heavily fined by the OEM. In particular, it has also launched telephone and online reporting activities to mobilize the power of the people to supervise, which can make everyone unbearable. Anyway, let's look farther, there is an opportunity to make money. ”

The boss of another 4S store was also unwilling, but had to comply with the order not to increase the price.

Once it is found that there is a price increase, Zhonghua Group will punish the 4S store, and the cumulative number of times will be downgraded to reduce the distribution of the car, and there will be a severe punishment for terminating the agency contract after repeated failures.

Many consumers called to complain about the problem of the price increase of the popular models of Zhonghua Group, especially to Han Hao, which made him determined to solve the problem.

In a certain stage, the increase in price can mobilize the enthusiasm of dealers, and it is also more conducive to the establishment of a nationwide sales network by the main engine factory, which is reasonable.

However, with the development of the times, especially the popularization of online communication, the voice of consumer complaints can easily lead to damage to the car brand.

At present, Chunghwa Group's nationwide network has been popularized, and many dealers have earned back their costs and started to make profits.

Under the goal of Zhonghua Group striving to build a national car, it is necessary to enhance the brand reputation, and the behavior of increasing the price of the car, which is disgusted by many consumers, must be fundamentally solved.

"From now on, China Group promises that consumers are not allowed to increase the price of cars. Encourage consumers to supervise it, once the dealer is found to be in violation and reported successfully, will receive a bonus of no less than 1,000 yuan. ”

It was first broadcast in CCTV advertisements, and then published in all advertisements for Zhonghua Group's products, and also required to set up notices at the entrance of 4S stores to launch mass struggles.

In addition, the order inquiry system, which was originally only allowed to be viewed by dealers, will be open to the public. The IT project completed in cooperation with Alibaba Group has established an order inquiry portal on the official website of Zhonghua Group, where consumers can check the progress of their orders with their ID cards or contract numbers, so as to achieve transparent management.

A car from the stamping and forming body-in-white, color painting, engine installation and other production line processes, to the inspection of qualified delivery, road transportation, arrival at the 4S store and other follow-up news are readily available in the order system.

"This is a cross-border cooperation and a useful attempt for our traditional automotive industry to embrace the Internet. ”

Han Hao commented after the information system was launched.

Sure enough, after the release of the new car, in addition to people who really have the intention to buy a car directly care about "Song", many people know about the existence of "Song" from the gossip entertainment news of Han Hao and Chen Lingxi. Invisibly, the news of the two making a public appearance again made a free advertisement for "Song" on the pages of major media.