Jaguar Land Rover is the most talked-about car brand in China in recent months.

It can't be helped, so many things come together, and it's very difficult not to be noticed.

Now Autohome and Nanshan Film and Television have made a link to Range Rover challenging the 999 steps of Tianmen Mountain on the Internet, which naturally immediately attracted a lot of people's attention.

"Strauss, do you think our Audi Q5 or Q7 can complete the challenge of 999 steps in Tianmen Mountain?"

As the general manager of Volkswagen Huaxia, Vondel is naturally very concerned about the movements of Jaguar Land Rover.

In particular, the Audi brand now contributes a lot of profits to Volkswagen Huaxia, and Vondel is afraid that this situation will be affected.

Or that Audi's sales have already been affected by the Star car, and Vondel does not want to continue to be affected by Jaguar Land Rover.

In the past, when comparing brand power, they could still bully Xingchen Automobile's relatively shallow background.

But when facing Jaguar Land Rover, this is not easy to compare.

"Our Q5 and Q7 will definitely have no problem going to Tianmen Mountain's 99 big bends to take a turn."

"But with this kind of step, it's a bit difficult to say."

"Although I don't want to admit it, the Land Rover brand is the existence of a big brother in the SUV field, and its Range Rover has a domineering appearance, plenty of power, and can challenge all kinds of difficult roads."

"Because of its all-terrain ability, it can easily handle all kinds of terrain, and it has a very important position in the SUV field."

"Land Rover's timely four-wheel drive system greatly improves the inter-wheel slip performance, and can support 0~100% torque distribution of left and right rear wheels 100 times per second according to actual road conditions."

"If the ground is slippery, the system can also send power to each tyre separately to adjust the grip, which is very useful in rainy days, ice, snow, mud and other scenarios."

"In the same way, in this Tianmen Mountain challenge, the torque is allocated to the tires with very strong grip, so that Range Rover can really complete this difficult challenge."

Within the company, Strauss naturally knew what to say, and did not deliberately say what he was good about.

Anyway, Vondel is the boss of his own company, and he is not a media reporter.

Let the boss figure out his own strength, there are only benefits, no harm.

lest you make some inappropriate decisions when the time comes, but you will make a hole for yourself.

"Our Q5 and Q7 also have their own four-wheel drive system, and Range Rover can handle it, so can't we?"

Vondel was clearly a little less satisfied with what Strauss had said.

"It's not that you can't do it, it's that you can't be sure of success."

"This kind of marketing campaign is a double-edged sword, if it is done well, it can naturally play a good role in publicity, but if it is broken, it will be embarrassing and smash its own signboard."

"Audi has been operating in China for so many years to have today's brand positioning, and I am also worried that this brand height will be destroyed because of some small things."

Strauss's explanation, Vondel was not particularly satisfied.

"Are there gaps other than the four-wheel drive system?"

When Vondel asked, Strauss said without hesitation: "Yes, Range Rover is equipped with an 8AT automatic transmission with Nanshan transmission, which can make the power continue to output stably and efficiently, and also has a very intelligent shift logic, which can better understand and convey the driver's ideas." ”

"According to the analysis of our technicians before, the 8AT of the Nanshan gearbox has a wider gear ratio that makes the Range Rover's start more powerful, and the lower shift speed minimizes the loss of power, so that the power connection is also extremely tight, and there is no need to worry about the phenomenon of climbing and skidding during the climbing process."

Although Strauss's words made sense, Vondel was not satisfied.

For these leaders, if others can come up with such a good marketing plan, why can't you?

That's your problem.

"Strauss, Audi's sales in China are surpassed by Xingchen Automobile, if they are surpassed by Jaguar and Land Rover, then we will definitely not end well."

"I hope you can pay full attention to this aspect of the situation and find a good way to increase the sales of Audi."

"The headquarters has now agreed to introduce a series of SUVs to China for domestic production, and when the number of models increases, there is no significant increase in sales, which is absolutely not possible."

As soon as Vondel said this, Strauss also felt the pressure.

The official level crushed people to death.

However, no one cares about Strauss's troubles now.

On the Internet, a group of melon-eating people are joining in the fun, watching the live broadcast of this challenge of Range Rover.

Of course, when it comes to live broadcasting, there is actually a five-minute delay.

Jaguar Land Rover Huaxia Company is also afraid of some accidents.

"I don't have to say anything about the appearance of the Range Rover!"

"It's really another masterpiece, the shape is still suitable, the style is more like, such a car is worth people to choose!"

"What I appreciate the most is the design style, the appearance is brilliant, and the quality is improved, so that the female driver can drive safely!"

"The heart-to-heart design makes it completely conquered, and it is also more popular to bubble when passing by."

"A normal slope Range Rover can easily do it!"

"A good car is one that stands the test!"

"What kind of tiger is Land Rover? Can you eat it? ”

"As soon as the Land Rover was taken down by Xingchen Motors, I have to support it!"

"This car is a bit similar to looking up, it's very handsome."

"Cow! Such a road can actually be driven, and what road is not going to go? ”

"Coordinates in the northwest, I really want a Range Rover like this!"

"There is one more choice to buy a car in the future!"

……

All kinds of comments made the heat of this matter come up all at once.

Since you have to rush up such a staircase, you can't go fast.

So it's very suitable for watching in the live broadcast room.

"Mr. Pan, I just confirmed that the number of people watching the live broadcast of our event on the Internet has exceeded 1 million."

Li Wenxiong, the sales director of Jaguar Land Rover Motors Huaxia Company, also followed Pan Jianghui to the event today.

This is the first large-scale publicity campaign in China after the acquisition of Jaguar Land Rover by Xingchen Automobile.

Whether it is various media or Jaguar Land Rover, they are very much looking forward to it.

"Mr. Cao's thinking is really whimsical, and ordinary people can't catch up."

"As long as Range Rover climbs smoothly this time, I think Range Rover's sales in China may be able to double next month."

"Under the leadership of Xingchen Automobile, the future is worth looking forward to."

Pan Jianghui naturally also saw the enthusiasm of the media friends on the scene and the heated discussions on the Internet.

That's a great thing.

"Not only can the sales of Range Rover go up to a new level, but the sales of other models will definitely have an impact."

"When the time comes, we can think about how to keep this heat ongoing."

As sales director, Mr. Lee quickly realized the benefits of keeping today's popularity alive.

This is more effective than any advertisement.

"Such a good event really can't be completely forgotten by everyone after a few days, we have to find a way to continuously increase its popularity."

"It's best to have some comparisons so that everyone can see the advantages of Range Rover more intuitively."

In the past few months, Pan Jianghui has also studied some classic marketing cases of Nanshan Group and Xingchen Automobile in the past few years.

There are some things that he thinks are of reference even now.

"It's actually easy to do, and when the time comes, we'll pull the SUV models of Mercedes-Benz, BMW, Audi and Porsche, and let the driver drive these cars to run the steps in front of them."

"Among these cars, there must be some models that can't successfully complete the challenge, and when the time comes, you can use it as a comparison model of the Range Rover, and once again attract people to understand the Range Rover."

Pan Jianghui immediately understood what Li Wenxiong meant.

There is a contrast to find the gap.

Otherwise, if your strength is too strong, others won't be able to figure it out, and it won't make much sense.

"If the effect is not good, it is a big deal not to publicize it."

Pan Jianghui's words obviously agreed with Li Wenxiong to toss.

As long as there is heat, it can be good for sales, and it is easy to say no matter how toss it is.

This is the benefit of the growth of the enterprise.

If it's a company in a downturn, that's not the case.

Many times, people in critical and sensitive departments have to walk on thin ice when doing things.

If you're not careful, you'll do a thankless job.

……

"Whoa!"

"Whoa!"

With a kick of the accelerator, the Range Rover's rear wheels finally hit the final step.

This extreme challenge was successfully completed.

The scene was naturally full of applause.

Pan Jianghui also called Cao Yang as soon as possible to report today's results.

"Mr. Cao, your plan is really too godly."

"Our Range Rover not only successfully climbed the 999 steps, but also attracted the attention of countless people."

"Now there are nearly two million people watching the live broadcast room."

"I also took a look at it just now, and over there is a hot search on Weibo, Range Rover is also on fire."

Pan Jianghui, who was quite excited, now has a new level of admiration for Cao Yang.

To be able to come up with such a subtle marketing plan, Cao Yang definitely understands Chinese consumers very well.

Judging from the development history of Xingchen Automobile, it can also be seen that Cao Yang understands some of the psychology of consumers very well.

Whatever consumers care about, I focus on promoting.

What consumers are interested in, I work towards.

Anyway, it is to allow more consumers to pay attention to themselves.

"The strength of the Range Rover is undoubted, the original weakness is the use of Ford engine, fuel consumption is relatively high, and some parameters are not so ideal."

"In the next step, after we change to Nanshan Engine's products, the performance will bring more surprises to everyone."

"I hope that Range Rover can become a popular model of the Land Rover brand, not to mention selling 10,000 units in China a month, at least 5,000 units can be challenged."

Cao Yang immediately gave Pan Jianghui a very challenging goal.

The target of 5,000 units a month for other models may not be very high.

But when it comes to Range Rover, that's not the case at all.

Even if the sales volume can double next month, that is, about 2,000.

How is it so easy to get to 5,000 a month?

"Mr. Cao, we will do our best to increase the sales of Jaguar Land Rover."

Pan Jianghui didn't dare to say too much, he was worried that if he continued to talk about it, Cao Yang would give Jaguar the goal of selling 5,000 a month, which would be a big head.

And when Pan Jianghui and Cao Yang were reporting the news, Great Wall Motors was also putting forward its own ideas in combination with the publicity plan of Range Rover.

"Mr. Wang, we are ready to apply for an additional marketing campaign, and we will start implementing it the day after tomorrow."

Lian Furong just watched the video of Range Rover climbing the steps of Tianmen Mountain, and he has a full understanding of the popularity of this event.

Sometimes, no matter what you do, you have to get ahead of the curve.

This is especially true of various marketing measures.

Lian Furong, who has a deep understanding of this, immediately prepared to arrange for the company's main model H8 to go to Tianmen Mountain.

At that time, other car companies have not yet reacted, and the Great Wall H8 rubbed the hot spot of Range Rover and followed the hot search.

This is definitely very good news for people who can't afford a Range Rover.

Maybe H8 sales will double next month.

"What kind of marketing campaign, arranged so suddenly?"

Wang Ying has a very busy work every day, and most of the time she only goes to catch up on the news on the Internet in the morning and evening.

She obviously didn't know about the Land Rover's action just now.

"That's it, ...... today"

Lian Furong quickly explained the situation, and then also told his specific plan.

"If the schedule is so tight, it is estimated that various media may not be able to invite it."

"If the media does not participate, the effect of this publicity will be greatly reduced."

Wang Ying pointed out a key problem at once.

However, Lian Furong is obviously ready to answer this question.

I saw that he said without any hesitation: "Mr. Cao, I don't think it's a big problem, all the media are already on the side of Tianmen Mountain, if we go to invite each other immediately, just let those people stay for two more days." ”

"We are responsible for all the expenses of food and lodging, even travel tickets, and we have also reimbursed them."

"In this way, although not necessarily the people who participated in the Range Rover event will stay, I don't think there is any problem in keeping half of the people."

"When the time comes, the carriage and horse fares will be given a little more, and they will have to wait for two more days, and there will be no problem."

Obviously, in Lian Furong's view, this is nothing more than a matter of money.

As long as the money is in place, everything is easy to say.

He knows the media too well.

Anyway, I work everywhere, and if I play in Tianmen Mountain for a few more days, I can have a lot of extra income, so why not do it?

According to the normal plan, they attended the Range Rover event today, and usually they don't leave for the company until tomorrow.

There's also a Range Rover reception dinner tonight.

"You have a point, but are you sure the H8 will be able to climb the 999 steps smoothly?"

"Don't climb halfway up and won't be able to climb up by then, or if something happens, it'll be troublesome."

Wang Ying reminded a little worriedly.

This marketing move sounds like a very good one.

But only if you can succeed.

Otherwise, it will play a negative role.

"Mr. Wang, I've already thought about this question."

"Our H8 was developed with reference to Toyota's Land Cruiser, and the chassis is still relatively high."

"After the 2.0T engine equipped with the Nanshan engine, the power is quite sufficient."

"Of course, if something happens that we don't want to see, I'm ready for it."

"When the time comes, we will just need to spend another sum of money to silence those media."

"As long as we don't do live streaming like Range Rover."

Although the time is very urgent, Lian Furong dared to come over to Wang Ying to report the plan, obviously he was relatively thoughtful.

Otherwise, he is a person who has nothing to do with the Wei family, and it is impossible for him to sit firmly in the position of the head of the sales department of Great Wall Motors.

Many people think that the position of the head of the purchasing department is the most sensitive and the most prone to corruption and bribery.

Not entirely true in reality.

For automobile companies, the power of the sales department, or the flexibility of the sales department, is higher than that of the purchasing department.

For example, there is absolutely no standard for shooting an advertisement, whether it takes 5 million or 10 million.

Even if the so-called standards are formulated, or the so-called bid evaluation is carried out, there are still many tricks and feet that can be done.

Even people can collude with advertising companies to make a lot of money from it.

For example, if H8 sells very well, and even if you want to sell it at a higher price, which 4S store will send a few more H8s at this time, is there a lot of articles that can be done?

If you contribute hundreds of thousands to me, I will arrange for someone to send you a few more best-selling cars.

This is sometimes difficult to find fault with in the process.

But in the purchasing department, the situation is a little different.

Like a tire, its price is standard.

You are a little higher than others, maybe it's nothing, but it's ridiculously high, and this price can't be implemented at all.

And this price is not set by a department of the purchasing department, the R&D department is also involved in it, and will provide its own design costs.

If the design cost is lower than your procurement cost, there is a lot of information that needs to be prepared and explained.

In addition, each company has more audits for the purchasing department than other departments, so it is more difficult for the purchasing department to make a big move, but it is more difficult than the sales department.

For a period of time in later generations, there was a period of anti-corruption, and there were more people in the sales field than in the procurement field.

"Okay, then you can arrange it as soon as possible, and try not to make any moths."

Lian Furong has already thought about everything he is worried about, and Wang Ying naturally has no reason to disagree.

The SUV strategy is Great Wall Motor's grand strategy.

As the company's flagship SUV, the H8 has a high price and high profits.

Wang Ying also hopes that H8 can sell better.

However, as soon as Great Wall Motors took such an action, Jaguar Land Rover immediately got the news.

"Minister Zeng, Great Wall Motors is a bit too much to rub hot spots like this."

"Are we going to find a way to stop it?"

Pan Jianghui directly called Zeng Tingting to discuss countermeasures.

Although sometimes he can talk to Cao Yang directly, he must not be able to find the boss often for things like this to ask for specific plans.

Otherwise, what does the boss want you to do?

"Lian Furong's movements are fast enough!"

"The Great Wall H8 car, the strength is still not weak, it is very likely that it can really climb the steps of Tianmen Mountain."

"In this way, it immediately seems that this effort of Range Rover is not so difficult."

"It's even easy for everyone to compare the H8 with the Range Rover, which lowers the style of the Range Rover."

Although Great Wall Motors is also an important customer of Nanshan Group, the relationship between them is relatively delicate.

For example, for the 1.5T engine, Great Wall Motors began to buy its own parts and assemble them relatively early.

Now they are in-house in the technical research and development of gearboxes, and want to launch their own gearboxes.

Zeng Tingting can naturally hear a thing or two about these news.

"yes, so I think something needs to be done, or in two days, the propaganda environment will completely change."

"Once we're in a passive situation, some things don't work well."

The situation that Zeng Tingting said, Pan Jianghui can naturally see it.

That's why he's in a hurry.

"That's right, isn't the Great Wall H8 trying to rub the hot spot?"

"Then let's just arrange a few more cars to rub the hot spots."

"This scenic spot, we have already chartered until tomorrow, you urgently arrange personnel from the vicinity of Tianmen Mountain to find Porsche Cayenne, BMW X5, Mercedes-Benz ML or Mercedes-Benz GL, as well as Audi Q5 and Q7, these cars are arranged for tomorrow's challenge activities."

"And this event is also continuing to do live broadcasts, and we don't do anything."

"According to our previous estimates, there must be models that can't reach the top smoothly."

"As for the success of a few models, it is just to maintain the same grade as our Range Rover."

"In the future, even if H8 successfully reaches the top, everyone's attention will not be so high."

"After all, we tested five or six models in one go, and the effect of following the trend has become much worse."

Zeng Tingting is an experienced marketing warrior.

It didn't take long for a coping plan to come up with it.

And this scheme seems quite reliable.

The worst-case scenario, in which all of these competitors climb up, would at best show that the climbing performance of these models is on the same level as the Range Rover.

The best result is that if there are a few of them, or even none of them have climbed up.

That can make the popularity of today's marketing campaign go to the next level.

At that time, Range Rover will really be the best.

It is estimated that only the peer brother can look up and star to suppress it.

"Zengbu, I'll arrange it right away!"

Pan Jiang was overjoyed when he heard this, and he didn't have time to be polite to Zeng Tingting, so he hurriedly arranged tomorrow's activities.

Great Wall Motors wants to disgust itself?

Immediately slap back!

Let their arrangements be all in vain.

(End of chapter)