Mercedes speed: Add another hundred outlets

Recently, after nearly three quarters of full-scale adjustments, Daimler AG, Chairman and CEO of Daimler Greater China Investment Co., Ltd. Tang Shikai; President of Beijing-Mercedes-Benz Sales Service Co., Ltd. CEO Ni Hao; Senior Executive Vice President of Beijing-based Mercedes-Benz Sales & Service Co., Ltd. Mr. Li Hongpeng, had a brief communication with Beijing Media Group and other media in Beijing. At this time Mercedes has lost a heavy burden, ready to accelerate forward. This year, Mercedes-Benz will launch several heavyweight models in China, while continuing to expand its network of 100 dealers to fill gaps in the market.

Mercedes-Benz’s goal in China has not changed the sales expectation of 300,000 units for the Chinese market in 2015. Dr. Cai Che has already given a clear target, namely, 300,000 units in 2015. And just past 2013, Mercedes-Benz delivered a total of 228,739 vehicles in China (excluding Hong Kong), an increase of 11% year-on-year. Based on the base figure of last year, Mercedes-Benz must achieve at least an annual growth rate of around 15%-20% in 2014 and 2015 to realize this plan, which means that Mercedes-Benz must go faster in the next two years.

Chairman and Chief Executive Officer of Daimler Greater China Investment Co., Ltd. Tang Shikai Daimler Greater China Investment Co., Ltd. Chairman and CEO Tang Shikai said: "Mercedes-Benz ranks first in the US market and the German market. , I believe we can certainly do this in the Chinese market."

Last year, Mercedes-Benz launched several major models in China. The listing of the E-Class sedan and the new S-Class flagship has in large part stimulated Mercedes-Benz China's market performance in the second half of 2013. The increase in sales volume has reversed the unfavorable start in the first half of the year. After adjusting for the past year, Ni Kuang said, "Getting this figure is very gratifying. Although we have not yet reached the limit, let us have more optimistic outlook for 2014 and 2015."

According to official data, after the listing of the new-generation Mercedes-Benz E-Class, the company's growth rate was 23% year-on-year. From September to December, more than 16,000 units were delivered, and in December, sales reached 6,000 units. At the same time, the terminal market price was higher than the previous-generation E-class product. About 8% of the prices of the main models return to rationality, which allows consumers to pay more attention to the brand value of Mercedes-Benz.

Ni Kuang, president and CEO of Beijing Mercedes-Benz Sales & Service Co., Ltd. In November 2013, the Beijing Benz new engine plant was officially completed, representing Mercedes-Benz’s most advanced engine technology, which was first put into operation outside of Europe, and this is what Mercedes is driving. An important part of China's strategic investment plan. According to the plan from 2014 to 2015, a variety of new vehicles from the Mercedes-Benz MFA platform and the MRA platform will be put into production in Beijing. At that time, the composition of Mercedes-Benz sales figures in China will also change, realizing the expectations of Cai Che’s “70% of domestic cars and 30% of imported cars”.

Li Hongpeng: The service leader, first to ensure customer satisfaction, dealer profitability compared to competitors, Mercedes-Benz in the Chinese market, there are still significant gaps in the number of dealers. Li Hongpeng, who was responsible for network development and training for dealers in 2013, developed a growth plan for 75 dealers. In fact, one year later, the network construction of the 75 brand-new Mercedes dealers was completed, covering 36 blank markets. So far, the number of Mercedes-Benz dealers in China has reached 340, and the number of cities that can be covered by dealer networks has also increased to more than 150.

Li Hongpeng, Senior Executive Vice President of Beijing-based Mercedes-Benz Sales & Service Co., Ltd. For the future development plan, Li Hongpeng made it clear that “in 2014, Mercedes-Benz will increase 100 outlets and continue to cover 40 new markets”. Most of these dealer outlets will be located in third and fourth-tier cities, including emerging markets such as China's southwestern region. However, Li Hongpeng also emphasized that the establishment of dealer networks is service-led. Currently, Mercedes-Benz has accumulated approximately 1 million customers in China, and most of the markets with after-sales demand are never covered.

In addition, Mercedes-Benz has opened a green channel for its strategic partners to build stores. In the past three years or so, the construction cycle has been greatly shortened, allowing investors to start business in the shortest possible time and gain profits sooner. Netcom learned that by the end of 2013, 60%-70% of Mercedes-Benz investors are profitable.

Faced with the rapid development of the dealer network and the existing domestic 1 million Mercedes-Benz owners, Mercedes-Benz used "three satisfaction levels" to conduct assessments, namely: customer satisfaction, dealer satisfaction, employee satisfaction, "Mercedes are not simply pursuing "Customer satisfaction is first, but it is implemented at three levels: dealers, employees, and customers." Li Hongpeng said.

In 2014, Mercedes-Benz is facing an unprecedented opportunity for development in China. Distributors' distribution network is fast, and the price and value of products based on the new E-class return to rationality. All of this has pushed Mercedes-Benz's business development in China to a positive and powerful side.