Mini was accepted and respected by young people in the time and space before Li Fanyu, but there was actually a long process. Pen, fun, pavilion www. biquge。 info

In the beginning, the mini design concept was just fuel-efficient and compact. But a year after rolling off the assembly line, racing engineer Johncooper gave it another pedigree. It wasn't until BMW acquired the MINI that BMW's sporty and trendy nature was written into the DNA of this classic model.

Therefore, in view of these experiences, Li Fanyu put forward his own ideas in a meeting with the operation department and the planning department.

With the knowledge of two time and space, he believes that the focus of mini publicity should still be on the trendy and fashionable part. Of course, because of the addition of the "caterpillar" suspension system, there is also a need for focused publicity in terms of performance.

But at the seminar, the crowd took the opposite attitude.

They believe the mini has already broken two world records and won one event at the beginning of its launch. Its sports genes have been fully reflected, and the focus of propaganda should be on this part.

In fact, there were already signs of this disagreement before the mini's product launch, but at that time the company did not start the promotion and publicity of the model, so it was not exposed at that time.

It's hard to dispel dissent in words until anything is resolved.

Regarding this disagreement, Li Fanyu is not disgusted.

However, due to the actual situation, there has been a deviation from his previous time and space, so Li Fanyu can't specifically explain the business strategy and method of BMW to mini in that time and space. After all, Zhengxin is currently in terms of brand appeal and compulsion, and there is still a gap with the awesome "don't touch me".

Regarding this disagreement, Li Fanyu is not disgusted.

Employees can make their own judgments from the perspective of the company and the product, and the market should be encouraged. So even though he had made up his mind in his heart, he still patiently analyzed his thoughts with everyone.

"Don't set the tune too high, the mini racing genes must be there. But at this stage, in order to pursue sales, we can't focus on this part of the publicity. The performance can be proven in the future, by participating in various competitions. After all, the gold content of WDS events is not very high, so I think this marketing should still use fashion as a selling point to catch the attention of young people. ”

Li Fanyu put down the water glass in his hand and said with a smile.

"But Mr. Li, the popularity of TT is largely caused by the limited sales policy you set at that time. I think that if the company wants to create profits for a long time, it must find a marketing core that can withstand scrutiny and reliability. The idea of fashion is indeed very eye-catching, but young people's thinking is exuding, and their attention is also shifting quickly. I'm afraid that this idea will be forgotten after a momentary popularity, and it is far less long-term than the importance that real fans pay to the performance of the vehicle.

Mr. Li, judging from the tests during this period of time, the mini is definitely talented to become a generation of classic models. It has a simple and compact body, a unique shape, excellent performance, and a price that most white-collar workers can afford. It's all a must-have for a successful car, we have so many advantages, why focus on gimmicks that are easily forgotten? And let's be honest, our team isn't very professional when it comes to going the fashion route. ”

The young man from the planning department who spoke was named Wang Lei, who didn't look two years older than Li Fanyu. Although the words were a little rushed, it made Li Fanyu very interested in him.

This man's vision is very accurate.

As it turns out, before 2000, the points he just said were the main marketing focus of MINI.

It can even be said that during the period between rolling off the assembly line in MINI1959 and ending production in 2000, it was this positioning and marketing strategy that contributed to the MINI's performance of more than five million units.

However, times are changing, boy,

Thirty years, even ten years ago, that would have been a good idea. But in this era when even eating fast food is important, this method is obviously outdated.

Li Fanyu stretched out his hand and waved.

He paused, organized his language, and asked rhetorically, "What kind of car should a mini cooper be in your mind?"

Wang Lei paused for a moment, "Of course, it is a ...... with excellent performance, which can meet the needs of modern urban white-collar travel, a sense of superiority and driving pleasure."

Looking at the smiling smile on Li Fanyu's face, he stopped, "Eh, Mr. Li, am I not right?"

"yes, the mini is such a car. "The meeting has been going on for more than an hour. A room full of people's breathing and heating exercises, which made Li Fanyu feel a little hot.

He loosened his tie slightly, rolled up the sleeves of his white slim shirt, and said with a smile: "But the problem is that Alfa Romeo's Ramondo is also such a car, the Mazda RX-T is also such a car, and even the Chevrolet, which has not even dared to announce the results of the pile-winding test, is also such a car." If the impression of the mini is the same, then what is the advantage of our ability to quickly occupy the market?"

Wang Lei thought for a long time, and then stopped.

Seeing his embarrassed appearance, Li Fanyu got up and said, "Mini, you must have a higher pursuit." ”

He looked around, saw the puzzled look of everyone, and slowly got up.

"After TT, our competitors are all targeting the 20-15 year old women's car market. At the beginning of the development of the mini, I really wanted to use this model to regain the market share that was lost due to the limited edition strategy. But after these few days, especially after the TT Whisper version won the Fashion Design Award in the United States. I feel that we should set our sights and ambitions even bigger!"

"Since our model has already been successful in the market for young women in their 20s and 25s, why not go one step further and take the market of young people in their 20s and 25s into our arms? ”

Speaking of this, he stepped out of his seat, walked slowly around the conference room and said: "Now our automobile market is immature, and the main consumer groups of automobiles are those who have a certain foundation in their careers. But ask yourself, have you ever wanted to own a car, even when you were at the school gate?"

Li Kai, who was turning his head to watch him speak, laughed, "Yes! But that's a daydream."

When everyone heard him complain like this, they all let out a kind laugh.

Li Fanyu also smiled, "It's one thing to be able to afford it, but it's another thing to have the intention to buy." Maybe you're a student, a trainee dog, or a rich second generation. But most of the young people dream of having a car of their own, right?"

Seeing everyone nodding, he stretched out his finger, "Therefore, we want to make the mini the first choice for young people to buy a car, and even the goal to strive for!"

Looking at everyone's somewhat surprised gaze from him, Li Fanyu struck while the iron was hot, "What are young people pursuing nowadays? It's all the same with what you use, what you eat, and what you wear. But what is personality? Personality is the pursuit of the joy of life, that is, to have a unique and elegant taste, not to want to be ordinary, to refuse to be simple and repetitive. So, we're going to give the mini that personality. Stylish personality!"

The atmosphere in the conference room seemed to be static for a while, and everyone was still digesting what Li Fanyu had just said.

It wasn't until about half a minute later that the room burst into applause.

Next.

Many people who pay attention to Zhengxin pay attention to mini have found that the pre-sale interface of mini on Zhengxin's online sales platform has been updated.

It turns out that before the introduction page that can be directly entered, there is an additional full-screen advertising interface.

On the interface, it is a mini Cooper silhouette composed of many dazzling colors. At the bottom of the picture is a very braggart declaration.

"There are no two minis in the world that are exactly the same!"

When I clicked on the advertising page, it was another maxim-like slogan - all the wonderful, dedicated to the young you.

The first users who saw this ad were amazed. On the same day, almost on the Pinche.com forum in the back garden of Zhengxin, the advertisement was already well received.

The vast majority of users, especially young users, find such a compelling ad look exciting.

After receiving feedback and getting the approval of the first users. Zhengxin's planning department and operation department were greatly boosted and quickly invested in the next publicity work. Mini Cooper was overwhelmingly advertised, and walked up.

Conspicuous billboards in major cities. Giant poster of the city subway station.

More than 50 celebrities led by Zhou Qingyu Ma Rao swiped the screen on Weibo.

With such a large spread of power, it immediately attracted many curious young people.

When they entered the mini pre-sale interface of Zhengxin's online sales platform and saw the product introduction list, they saw an exciting scene.

Different from the rigid and monotonous paint of previous cars, the mini has a huge number of colors, and there are ten more colors than the previous TT. And on the introduction page, Zhengxin also announced a compelling news.

All minis are subject to legal painting requirements and user customization. Even if you don't ask for a default purchase, you'll get a car with a headline designed and painted by a fashion designer.

Just when these people were wondering where Zhengxin got these designers. The official website of Qingyu Light Luxury has issued an announcement - Qingyu Light Luxury has officially reached an in-depth cooperative relationship with Zhengxin, and will be responsible for the design and optimization of the exterior and interior parts of specific models for Zhengxin in the future.

Such a novel and unique model immediately captured the hearts of many young people. (To be continued.) )