Why is Volkswagen’s marketing so successful?

First, we entered the market early and entered into joint ventures before others entered. In those days, Japanese cars actually had a good reputation. People who drove Bluebird, Crown (parameters|pictures), and Dukes were considered to be rich people, and the higher ones were Dabens, but the cars that ordinary people could see were Santana and Jetta (parameters|pictures). picture). Because we came in early, our domestic partners are also the strongest. FAW is half a government agency, and SAIC is also the strongest. Successfully achieve a community of shared interests.

In fact, the French came in not too late. The cooperation between Honda Accord (parameters|pictures) and GAC is also very popular, but there is no strong partner from Volkswagen. Then, the official cars you see are all Audis, and for a long time, all taxis are Santanas (parameters|pictures). The experienced drivers that ordinary people can come into contact with are bus drivers and taxi drivers. Their experience is the masses. Then the government has close relations, and the policies issued by the country are all beneficial to the public, including emission restrictions on public vehicle purchases, emission taxes, consumption taxes, and new energy policies. Japan suffers everywhere. Only when cars actually enter homes will Chinese partners know what the Chinese market is.

Local supply chain and old platform reduce costs and produce German brand cars that Chinese people can afford. Public relations are so thick that if you buy a car, they will send artillery shells to the Japanese. In fact, it is already a detail. The incident of smashing cars on the Diaoyu Islands actually has a huge impact. It has been hit by policies and public relations everywhere. The Japanese government is trying to destroy the Diaoyu Islands. Japanese car companies did not start to turn around until last year. Internationally, except for the barriers in Europe, Japanese products are strong in other markets. As the car is used for a long time, the accumulation of failure rates will gradually guide consumption. The Japanese route cannot be wrong.

But in China, the Japanese insistence may not be reasonable. They will build whatever car there is in the market. Toyota has also started to use turbocharging this year. That’s right. The consumption tax is here. You are not stupid if you insist on self-priming. ? Consumers are still in the stage where they are not sensitive to quality. If you make the supply chain closed and highly reliable, won’t you block your own way to make money? Just follow the example of the Germans and find an old platform where R&D costs have been spread out, use a domestic supply chain to reduce costs, and produce a low-priced model specifically for China.