As Jaguar's production continues to increase, its sales are gradually becoming a major challenge.
There are significant differences in the market strategies of Jaguar and Austin.
With its cost-effectiveness, Austin Auto is able to successfully cooperate with taxi companies and others to win bulk orders and boost sales.
However, for Jaguar, it is particularly difficult to obtain large orders, and its sales often rely on a relatively single customer group.
This is mainly because Jaguar, as a luxury brand, has high-end product positioning and naturally high prices, which cannot be easily afforded by ordinary consumers.
Although it can bring a certain number of orders through exhibitions and order-taking activities in high-end commercial areas such as Huang Plaza and Harbor City, its impact on the overall long-term development of Jaguar Motors is still relatively limited.
Obviously, Jaguar cannot rely solely on the few hundred sales generated by these events to support its profit growth.
As a luxury car brand, Jaguar needs to seek broader and deeper market penetration and sales improvement strategies.
Therefore, increasing Jaguar sales has become a top priority.
This requires Jaguar to actively explore innovative marketing strategies, broaden sales channels, and enhance brand influence while maintaining the high-end positioning of the brand, so as to attract the attention of more potential consumers and promote continued growth in sales.
On this day, Zhang Qizheng personally visited Su City.
As a leader in the financial industry, Zhang Qizheng has insufficient experience in the automotive field.
Currently, he is temporarily shouldering the heavy responsibility of car management, but he is confused about how to open up new sales channels for Jaguar.
Therefore, he decided to consult his boss Su Cheng personally, hoping to get valuable advice and strategies from Su Cheng.
For Zhang Qizheng, although his leadership positions in these two car brands are temporary, he has always maintained a high sense of responsibility and professional attitude, believing that since he has assumed this role, he must do his best to Go and be responsible for the development of the brand to the end.
Obviously, Jaguar's previous leadership did not show enough expertise in broadening sales channels, otherwise this world-renowned luxury car brand would not be in its current predicament.
In the elegant study room on the first floor of the Su family villa, Zhang Qizheng clearly and sincerely explained his intention, and then waited for Su Cheng's response with a humble attitude.
He knew that this visit was crucial to the future of Jaguar, so he was full of expectations and nervousness.
After listening to Zhang Qizheng's statement, Su Cheng pondered for a moment and said slowly: "Uncle Zhang, I have compiled some suggestions for your reference. Although there is no guarantee that Jaguar sales will soar immediately, I hope it can help You provide some new ideas.
Expand the exhibition scope: As shown by our successful exhibitions at Hutchison Plaza and Harbor City, we can promote Jaguar cars and Austin cars to Singapore, Bangkok, Taipei, Display in core business districts or high-end shopping malls in major cities such as Jakarta and Manila. Considering the long construction period and high cost of 4S stores, this flexible exhibition method is not only low-cost, but can also quickly increase brand exposure. In addition, our largest The trump card is Oracle brand experience stores. Those Oracle brand experience stores that are large in size can put a Jaguar car and then provide cash reservations to increase sales. Speed up preparations for dealer conferences: There is no need to wait too long for the number of applicants, and dealers should be summoned quickly. Conference. Judging from feedback from recent exhibitions, Jaguar has won widespread praise for its outstanding exterior design, and coupled with positive media coverage, our brand exposure has greatly increased. However, this attractiveness based on appearance is short-lived. , competitors will soon follow suit. Therefore, we must seize the time and use our current advantages to quickly expand the market through our dealer network.
Strengthen the brand image: Through high-end advertising, carefully planned public relations activities and sponsorship of high-end events, we will further enhance Jaguar’s brand awareness and reputation. We want to emphasize the nobility, luxury and uniqueness of the brand to ensure that Jaguar is unique in the luxury car market.
Cross-border cooperation: Actively seek cooperation opportunities with high-end hotels, private clubs, luxury stores and other high-end places, and set up Jaguar car display areas or experience centers. This will not only attract the attention of potential customers, but also establish a brand image among high-end consumer groups.
Internationalization strategy: Strengthen cooperation and exchanges with the international market, and actively participate in important activities such as international auto shows. This will not only enhance Jaguar's visibility and influence in the international market, but also introduce more internationally advanced marketing concepts and technologies.
Experiential marketing: organize test drive activities, tasting sessions, etc., so that consumers can personally experience the excellent performance and luxurious feeling of Jaguar cars. This intuitive experience will greatly enhance consumers’ purchasing intention.
Optimize service experience: Make great efforts in pre-sales and after-sales services. Provide professional car purchasing consulting and financial services to help consumers make informed car purchasing decisions. At the same time, we have established a complete after-sales service system to provide timely and professional maintenance services to enhance customer loyalty and satisfaction.
The exposure during this period has made our Jaguar car very popular, but there is not much time left for us. We should take advantage of this wave of popularity to quickly occupy a certain market share in Asia. market.
In short, we need to promote through multiple channels to quickly expand our market. "
"Listening to your words is worth ten years of reading. Boss, I am deeply inspired by your suggestions. Every one of them is to the point and very practical. You are truly our guiding light in this regard! "Zhang Qizheng said with sincere emotion.
Su Cheng smiled slightly, waved his hand and said, "Don't say that, I'm just talking on paper. Whether it can actually increase the sales of Jaguar cars needs to be tested in practice. However, I believe that as long as we work together, we will be able to find a breakthrough. ”
"Boss, you are right. Then I will go back now and formulate a set of practical strategies for the embarrassing situation that Jaguar is currently facing - sufficient exposure but insufficient sales channels. I want to sell Jaguar's products as soon as possible. The market will be expanded so that more people can easily understand and buy our products." Zhang Qizheng said firmly and stood up to leave.
Su Cheng nodded in approval and watched Zhang Qizheng leave the study, his heart filled with expectations for the future of Jaguar.
For him, although Jaguar's investment in its many industries is not the largest, it has become an indispensable part of his own.
Now that you have bought it, you can’t fail in business!
So, he now carries deep emotions and responsibilities, hoping that under his careful guidance, Jaguar can achieve a qualitative leap in sales and surpass BMW, Audi, Mercedes-Benz and other luxury cars one by one. brand, thereby becoming one of the leaders in the field of luxury cars.
Of course, Su Cheng also knew very well that this was not an ordinary difficulty.
Whether it can be done or not, only time will give the answer. (End of this chapter)