Under the star effect and visual bombardment covering various channels, this wave of Acura publicity can not be described as unsuccessful. Pen @ fun @ pavilion wWw. ｂｉｑUｇE。 ｉｎｆｏ

A week has passed since the start of the promotion, after high-intensity advertising and Liu Mou's offline activities in several key cities. Acura JLX's overall Baidu search index has reached a staggering 200,000.

This index even surpassed a certain TV series that has been on the air recently.

In today's era when popularity is king, this achievement is enough to make Acura's planning and publicity department proud.

For this achievement, the company is naturally jubilant.

So at the morning meeting, Kubota, as the marketing director, excitedly sang the traditional Japanese song of Keitsu. In the midst of the echo, Kubo sang the same tune as the ghost scream, and put on a kabuki pose with great satisfaction.

After getting carried away for a while, Kubo said with a smug face: "Gentlemen, I think it's time to turn the attention we have gained so far into profit!"

"Hey!"

"That's what Kubo-kun said!"

"Director, please give me orders, what are we going to do next?"

Looking at the beaming faces of a group of subordinates, Kubo waved his hand: "Notify the marketing department and the supply department, let them notify their 4S stores and increase the amount of stock! The volume of goods will be implemented in accordance with the standard of the sales peak, and the first-level dealers will stock ten units of each model, and the second-level dealers will stock five units of each model!"

"But Superintendent, doesn't the president need to approve this decision?"

Kubo, who was excited, looked pale and then glanced deeply at the assistant manager sitting at the end of the conference room.

This guy was promoted by President Tanaka, and he always goes against himself in the department!

"The cooperation with dealers has always been the business of our operations department, right? Now the momentum of JLX is so good, it is the time to expand the results, there is no need to report to that old old-fashioned board. Listen to my orders and carry them out!"

Obviously, Kubo still has a certain place in the company. Dealers have increased stocking, and the number of models shipped has increased, which is beneficial to the performance of the entire department.

So everyone despised the untimely guy, and after the meeting was dismissed, they immediately announced all their cooperative 4S stores. They are asked to increase their stock in stock for the upcoming sales spike in the future.

In other words, Acura has entered the Chinese market for a short time, and although it has used some of Honda's resources in sales channels, it is still marketing its products in the form of brand agency because of the difference in the positioning of the two brands.

In fact, this model is similar to the specialty stores on the market, that is, in cooperation with brands and private individuals, the automobile manufacturer will release the regional distribution authorization to individuals or distribution companies, and then the dealer will invest by himself to build a 4S store in accordance with the standards stipulated by the automobile manufacturer.

Because Acura has invested heavily in promotion after entering the Chinese market, it has established a 4S sales network covering major first- and second-tier cities across the country in just five years.

This kind of cooperation model can almost be said to spend money to buy licensing, but in fact, in the specific cooperation, the car manufacturer responsible for the supply and the pricing of goods has an absolute advantage.

To some extent, the 4S store is just a puppet of the automaker.

Take a brand like Acura as an example, since it is positioned as a high-end, it must reflect the brand positioning and value on the sales terminal such as the 4S store. Therefore, the requirements and standards for 4S stores are also exceptionally high, under the three rigid requirements of "luxury style", "outstanding location" and "elegant and comfortable environment", the construction cost of 4S stores around Acura is amazing.

Not to mention a place like Jingchengpu City, where every inch of land is valuable, even the Acura 4S store in a second-tier city like Tiancheng has a construction cost of tens of millions.

The construction cost is only half of the investment part of the owner of the 4S store - the distribution and inventory are the biggest expenses.

Acura currently sells a total of seven models in China, each of which is divided into three or four models depending on the configuration. Even if three units per model are distributed, with an average unit price of 300,000 yuan per unit, the inventory cost has exceeded the hardware cost.

This is actually nothing, after all, as the old saying goes, "if you have goods, you are not afraid to sell", as long as the car is sold, the funds can be turned back. But the problem is that Acura, which has mastered the source of goods and most of the initiative, in order to avoid market risks and improve sales data, will often force dealers in the stocking process.

Often, as soon as the 4S store sells two cars, it will be forcibly replaced by four cars for various reasons.

You must know that the car sales industry does not have the policy of inventory backing. The backlog of inventory also needs to be digested by the dealers themselves.

In the long run, inventory has become the biggest problem faced by Acura 4S stores around the world. Now, even when Acura's overall sales in China are rising, a large part of its 4S stores are operating at a loss.

Therefore, after receiving the notice to stock up according to the maximum quantity, the resistance of various 4S dealers is great.

But at the moment, the hype of JLX is playing very loudly. Thanks to the high level of attention in the market, dealers still have some expectations for the highest-priced model in the brand. So after receiving the notice and complaining to Acura, the 4S stores also suppressed the dissatisfaction in their hearts, pinched their noses and stocked up according to the company's requirements.

More than 70 4S stores across the country have pulled the shipment of Acura JLX to more than 300 units at once.

At Kubo's behest, Acura posted a slogan on its official website, "The King is coming, JLX sales exceed 300 units on the first day of release!"

For luxury models priced at more than one million, this sales volume is really remarkable.

The milk-eating masses who don't know the truth are counted, and obediently knock, this is completely the rhythm of 300 million sales on the first day!

China is a very immature car market.

In many cases, consumers do not choose a car based on the core of performance, manufacturing process or after-sales service, but blindly follow and follow the trend. In a sense, it's similar to a wet market – when there are more people in front of a stall, customers think the food is good.

Acura relies on marketing to go high in China, and has a deep understanding of this.

And it turns out that this kind of propaganda taken out of context really works. After this news was publicized through the water army and some car media were recharged to help them hold stinky feet, JLX's market attention has increased a lot.

At this juncture when JLX was hot, Li Fanyu took Li Kai to the State-owned Assets Supervision and Administration Commission in Beijing.