“For this car, especially our target customers, the traditional launch release will not help the sales itself, because consumers can't see it, and it is even less felt. For more grounding, Baojun 730 chooses 'network. 'Listing.' Yesterday, in reviewing the launch of the Baojun 730, the SAIC-GM-Wuling market and network director Xue Haitao told the China Economic Net reporter.
The network that Xue Haitao refers to is not just the Internet, but also includes a sales network composed of dealers.
On July 30, 2014, Baojun 730, the first MPV model of the Baojun brand of SAIC-GM-Wuling, was launched. The company first released the Baojun 730 listing news on the mobile and PC-side networks. At the same time, in nearly 100 cities across the country, offline distributors launched offline activities.
“Distributors have autonomy in media invitations, marketing models, event arrangements, etc., and can decide on their own according to local conditions.†Xue Haitao added.
Although breaking the convention and not holding a traditional large-scale new car conference, it did not affect the rapid blush of Baojun 730. After the listing of Baojun 730, which is self-willed, eclectic and unconstrained, the sales performance is amazing due to strong product strength, generous price, convenient car purchase and service. In the first full month of the market, it sold over 10,000 vehicles; it doubled to 20,000 vehicles in the next month; it reached 30,000 vehicles in the third month... From August to December, a total of 120,000 vehicles were sold, and it took only 5 months to rush. To the 4th place in the MPV market model, the gap with the third place is only a few thousand.
In January of this year, Baojun 730's monthly sales volume remained at a high of 30,000 vehicles, ranking second only to Wuling Hongguang from the same door.
For the outstanding performance of Baojun 730, some marketers believe that the listed marketing strategy of SAIC-GM-Wuling's “Double-network†Qifei is beneficial. “Because Wuling subsidizes the dealers who hold the IPO, it costs less than the single large-scale press conference. But it is Wuling’s original intention to let more consumers participate. From the actual results, all dealers are Organized a large number of new and old customers to watch the car, and actively interact with consumers through test drive and other means, so that Baojun 730 has gained wider social influence."
Targeted choice of marketing strategy, the success of Baojun 730 is not equal to Baojun and even Wuling's future new products will completely abandon the traditional way. In the interview, SAIC-GM-Wuling staff said. "Marketing should be tailored to local conditions. For example, this year, Baojun will be listed on an SUV. This model is not suitable for the same 'dual network' listing," said a person close to Wuling.
In 2014, SAIC-GM-Wuling's cumulative sales exceeded 1.8 million units, still maintaining a single enterprise production and sales champion. Among them, sales of passenger cars such as MPV and Baojun accounted for 52%, while sales of traditional minibuses and minivans accounted for only 48%. This year, SAIC-GM-Wuling’s sales target has reached 2 million units.
"As the first front-mounted rear-drive micro-vehicle model in China, Wuling Hongguang V will lead the transformation of 'new micro-customer'. Under the continued sales of Baojun MPV products, the future share of "MPV+ Baojun" is expected to further increase. For 2 million vehicles The goal is that SAIC-GM-Wuling is very confident," said Yuan Zhijun, deputy general manager of SAIC-GM-Wuling.
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