Virgo 408's maiden voyage: a battle that can't be lost

If the time-to-market is counted, the new 408 is definitely the Virgo of the Eight Children's Classics, and the name “Almighty Goddess” given by the manufacturer is also fully in line with the perfectionist definition of Virgo. Although this is a constellation that is often blacked out, for a product, the pursuit of perfection is obviously more of a sense of righteousness.

After the warm-up of the products in the past half-year, the entire new generation of 408 that was recognized by the media counterparts as “can't find a hard injury” arrived at Chengdu Auto Show. At the press conference, there was such a detail that Li Haigang, the general manager of Dongfeng Peugeot, had been holding his chin with his hands and his face was slightly dignified. Just a few days ago at the media conference, Li Haigang admitted that "the new 408 is an inflection point for Dongfeng Peugeot, sold well, the next one Pingchuan, selling well, I am afraid that will continue to trouble."

After the first price on the live big screen, there was a sound of cheering from the audience. However, this scene did not last long. Especially after the price of the 1.6T model was released, the audience was even more contentious. sound.

However, for this high price in the eyes of everyone, Li Haigang appeared very confident. He told the automobile Sankei.com, “The new 408 technology, quality and service will allow the market and consumers to test, as for the remaining terminals. Problems on other aspects are given to us."

Inconsistent Turning Point Battle

In Li Haigang's view, the mid-level car is just like the waist in the car enterprise product line. Its role and significance is self-evident. The new 408's task is to link up to the whole Dongfeng Peugeot product line from 508 down to 301. It also appears. Will make the Dongfeng Peugeot from the upright "waist".

“We think of almost everything that we want.” Talking about the 408 R&D process, Li Haigang recalled. In order to better highlight the brand image of the new 408, after a fierce internal debate, Dongfeng Peugeot decided to abandon the industry's popular two generations of the same practice, and ultimately chose to switch 408 vertically.

What is more noteworthy is that this time Dongfeng Peugeot's requirements for terminal sales personnel have reached an unprecedented level of harshness. At the request of Li Haigang, all 408 front-line sales consultants have undergone a round of rigorous pre-sales training. Just moving their mouths, now I ask them to personally hand to the customer to demonstrate the use of the configuration, and must pass the clearance, not allowed to sell this car. "Li Haigang said. Even he chose to conduct surprise visits in the middle of the night, allowing the regional sales manager to describe him to the selling point of the new 408 in sleepy eyes.

In the words of Li Haigang, “The new 408 is an inflection point for Dongfeng Peugeot, and it is sold well. In the future, it will not be sold well. After that, I am afraid that it will be troublesome.” Therefore, whether it is the front end or the terminal, Dongfeng Peugeot is In the best possible case, a real case is that a dealer was fined 500,000 yuan on the spot for failing to reach the new 408 sales standard, which also shows the importance Dongfeng Peugeot attaches to this car.

It is reported that Dongfeng Peugeot has only a short four-character “tolerate the loss” when it delivers the new 408 mission target to all terminal distributors.

From inverted triangle to positive trapezoid

If one word is used to describe the Dongfeng Peugeot's network layout in the past few years, it is undoubtedly a relatively appropriate metaphor for the majority of the second-line and three-to-four-line inversions. “From this year onwards, we have to change from an inverted triangle to a trapezoid,” said Li Haigang, which also means that Dongfeng Peugeot will begin to vigorously expand the market of the third, fourth and even the fifth and sixth lines in order to change the situation in which sales are excessively dependent on the first-tier and second-tier markets. .

By the end of this year, the number of Dongfeng Peugeot's first-tier outlets will reach 500, an increase of nearly 100 as compared to last year. According to the plan, by the end of next year, Dongfeng Peugeot will reach the scale of 600, which will slow down overall in the auto market. Under the background, the average annual increase rate of 100 new networks is rare in the industry.

At the same time, for more than 700 second-tier outlets, Dongfeng Peugeot will also carry out grade management, that is, good quality outlets will enjoy the treatment of a dealer, Dongfeng Peugeot will install a DMS car dealer management system for them.

In the specific tactical strategy for channel sinking, Li Haigang revealed that after an internal discussion, Dongfeng Peugeot has also launched the “brush wall” model that is now sweeping the country's counties and villages. Although this approach has advantages and disadvantages, it is obviously better to take the initiative than to lay down the body. High ground is more grounded. In addition, county-level television stations, small supermarkets, etc. will all become the new battlefield of Dongfeng Peugeot. Dongfeng Peugeot has also prepared a set of fixed VI for this purpose.

postscript:

Turning on the current Dongfeng Peugeot product line, 301 and 308 total monthly contribution of Dongfeng Peugeot contributed 15,000 stable sales. In 2008 and 3008, due to capacity constraints, sales potential has not yet been fully released. The new 408 is the key model that connects from 508 down to 301 the entire Dongfeng Peugeot product line.

Therefore, the brand-new 408 is self-evident to Dongfeng Peugeot. Now, this brewing trump card has been formally played, how the opponent will respond, and whether the consumers will buy it. Dongfeng Peugeot will continue to stand still or turn it over. All this will Give time to test.