Cai Jianjun charge Beiqi own marketing will play a few tricks to get big?
A few days ago, accompanied by Beijing Motor Sales Co., Ltd. Market Minister Mr.Chen of Cai Jianjun debut in front of the Beijing auto workers. And this is his first time in more than six months after, again with the identity of a car business marketing executives to return media attention.
"There has not yet issued a formal appointment, what I said this is not easy, the only information given is that I really will serve the Beijing automobile." Cai Jianjun told reporters on the phone.
Although Cai Jianjun car to join Beijing's message has spread, but as of press before, Beijing Automotive has not released a statement appointment. However, the details have been accompanied by Mr.Chen some extent confirmed Cai Jianjun will charge Beijing auto sales Limited. Public information, the marketing company is a wholly owned subsidiary of Beijing Automotive business segment is responsible for vehicle sales, with overall responsibility for Beijing automobile brand car, mini-car market product, sales, service and other related businesses, including the sale of cars Saab series, Beijing Wei Wang licensing SUVs and mini-car series. By inference, as Vice President Cai Jianjun after Beijing Automotive, will be fully responsible for Beiqi own brand marketing efforts. And this is his and the current general manager Liu biggest difference in duties, which in addition to selling, general manager of the company, but also the parent company as vice president.
In the industry view, Cai Jianjun joined Beijing Automotive will serve double duty, which shows the degree of attention Beijing car on it. The post of vice president of Beijing Automotive makes Cai Jianjun also responsible for sales in the company's own brand of system building, strategy development have the right to speak even a considerable degree on the development plan.
Coincidentally, before March of this year, Cai Jianjun has served as vice president and general manager of Changan PSA and sales subsidiaries, also double post, its duties after joining Beijing auto settings are also quite similar. However, Cai Jianjun although able to expand its marketing advocating happy again in Beijing automobile, but probably no chance with DS brand spokesperson Sophie Marceau shook hands.
Return to marketing
In fact, Cai Jianjun overwhelmed to leave their work for 17 years to switch Beiqi Changan Group, in the majority of the industry view, although unexpected, but reasonable.
In Cai Jianjun resume view, since 1998 to enter the Changan Group, Changan Automobile served Liaoning distribution center manager, deputy director of Changan Automobile sales, auto sales, general manager of Commercial Vehicle Co., Ltd. Hebei Changan, the former sales director of Changan Ford Mazda, Changan Automobile Deputy General Manager of the car division, vice president of Changan PSA, has been in the marketing front, in order to "dare to fight tough, good breakthrough," he said. Especially from the end of 2010, after the Changan PSA enters the preparatory group, with more than four years time, will build in China nobody heard the DS brand to become one of the top ten luxury brands, and from scratch, the DS brand extended to more than 70 the number of dealers.
This new work is concerned for Cai Jianjun, its previous experience and the experience is almost no overlap. Although Chang'an Automobile strengthen service capabilities in line with the original intention of their appointment, but Cai Jianjun perspective, but can not play to our strengths. This has to a certain extent, overwhelmed by its switch to Beijing Automotive foreshadowed.
"Beijing auto brands, though started late, but the past few years through the joint venture, already has a certain foundation to achieve rapid growth is no reason why the sales volume, the problem is not in the product, but rather the marketing level. With other car firms Compared Beijing auto brands also lack precise marketing positioning and marketing strategy with the times, the need for a radical change in marketing, which is the long term Cai Jianjun. "HE ball Hui said.
Of course, a marketing revolution alone is not enough to prop up the 2020 Beijing auto strategy. To this end, Beijing Automotive plans to present existing Beiqi Saab brand and Beiqi Wei Wang brand as its own dual-brand strengthen the focus to product planning as a pilot to develop market expectations. It is understood that the next five years, Beijing will complete the car from the first-generation model to the second generation model upgrade. In addition, Beijing Automotive Technology in research and development will respectively open "3M" technology platform to carry out "3F" service mechanism in the area of customer service, quality and procurement module implementation "3H" standards, in order to improve its own brand value chain .
This means that, in addition to promoting the comprehensive change the marketing level, but will also be a performer Cai Jianjun Strategy 2020 Beijing auto sector in its own brand strategy. Its initiatives after taking office, will also have an impact on this.
