Drink coffee products, view, boutique coffee life

"the coffee shop in Beijing is already talking about it, and we may launch the Prime Minister's same coffee in the future." On May 7, Sun Xiaodong, who is in charge of Quan Zhi marketing work, talked to reporters about the coffee plan on the bank of Golden Rooster Lake in Suzhou.

As a brand new car brand, Guanzhi Automobile, which is still in the "money-burning" stage, has a heavy financial report. Qoros reported a net profit loss of $350 million for the whole of 2014, down 37 per cent from $255 million in the same period in 2013. This also means that the net loss recognized in Qoros's 2014 consolidated statement is as high as nearly 2.2 billion yuan, while as of December 31, 2014, the net current liability of Qoros Motor Company is as high as 4.1 billion yuan.

Such a financial situation is a difficult test for the new Quan Zhi team, which has just taken office. Sun Xiaodong, who became executive vice president of Qoros in December last year, is in charge of marketing and sales. In his view, under pressure, Guanzhi must quickly find a new breakthrough path.

"as a result, you must fight for your breath." Sun Xiaodong said that in his plan, Qoros will grow at least every month. But now the problem that Guanzhi faces is: the popularity is too low, the brand strength is not strong, the network is too few, can Sun Xiaodong's coffee plan solve these problems?

Drink coffee and enjoy it.

"the coffee shop is actually trying to create a 'shared space'." Sun Xiaodong said that although the original purpose of the cafe is to build a Qoros "3s" store in addition to car maintenance, in the museum, they will not make consumers feel that this is a place to sell cars, but more like a car culture-themed cafe. Let the Qoros brand spread inadvertently while drinking coffee.

"Qoros coffee comes in a variety of forms and can be self-owned or cooperative. On a regular basis, we hold some social activities, such as inviting professional wine tasters to talk about wine culture, organizing interested consumers to talk about purple sand teapots, and creating a lifestyle at Qoros Cafe through social network invitations, which is exactly in line with the needs of Qoros consumers, through these activities to arouse the interest of target customers. "

According to Sun Xiaodong's plan, the first batch of Qoros cafes will be built in first-tier cities in the north, Shanghai, Guangzhou and Shenzhen to promote the brand with popularity. "Why are Shanghai Guojin shops more popular than Henglong? because there are so many Guojin restaurants, consumers just take advantage of the fragments of meals to go shopping." Sun Xiaodong said that in fact, the cost of opening a coffee shop is not high, which is equivalent to the cost of highway road sign advertising, but the effect will be much better, because it also grabs consumers' fragmented time and gives consumers a chance to get in touch with Guanzhi.

Now Guanzhi has been regarded as a good product in the industry and has not sold well. In terms of products, Guanzhi 3 respectively won the European Red Dot Award, the highest score of C-NCAP60.5 and other honors, but its sales have been slow to go up.

More than three months ago, after Murphy and Sun Xiaodong joined Guanzhi, they attributed the current problems to brands and channels. "We have been thinking about how to get in touch with consumers of Qoros." Sun Xiaodong said that before, the impression of Guanzhi has always been high above, mysterious; now, Guanzhi should be close to consumers and step down from the altar.

Some changes are already taking place. In early April this year, the "QorosCafe" concept Automotive Wechat public platform was established. Since then, the platform has been making a sightseeing sound every day. Whether it's Mother's Day or the C-NCAP test, Quan Zhi tries to convey messages through its official account in a relaxed and humorous way.

The "combination boxing" starts in an all-round way.

Qoros coffee is only part of Sun Xiaodong's marketing mix. Sun Xiaodong believes that the most important step to improve Qoros sales is to enhance the enthusiasm of dealers.

At present, Guanzhi has more than 70 dealers, and although the dealer expansion plan is also under way, Sun Xiaodong believes that it is very important to enhance the enthusiasm of existing dealers. "there are already dealers in Shanghai that sell more than 100 cars a month. I'm going to seize the opportunity to give it a good compliment." Sun Xiaodong said that, in fact, the "quality" of dealers is a very important factor, in the early stage, many dealers did not find the feeling of sales.

Sun Xiaodong once served as deputy general manager of Shanghai GM and experienced the transformation of Shanghai GM from single-brand to multi-brand. He said frankly that the early development of the Chevrolet brand was not easy, inseparable from the encouragement of manufacturers and the enthusiasm of dealers.

"when the first Chevrolet dealer sold more than 100 cars a month, we held a grand commendation ceremony. After that, many dealers sold more than 100 vehicles a month. The same is true of Buick, where many dealers achieved the same result the following year after dealers who sold more than 10,000 vehicles a year were praised. "

In fact, Guanzhi early dealer recruitment conditions are not low, which means that its dealer team has a higher quality. However, because it is a new brand, in terms of sales practices, Guanzhi will be different from the mainstream brands, and dealers also need a process to grow. For example, the sales team of Guanshan Store in Shanghai, which is currently the best-selling Guanshan store, has been changed for several batches, the purpose is nothing more than to form the most suitable sales team for Guanzhi.

But that doesn't mean Guanzhi has to cut prices in exchange for sales. Sun Xiaodong said that although the price of Qoros is on the high side in its own brand, in terms of value, it is good value for money, but it has not yet been understood by consumers, so price reduction is not under his consideration.

"as a series of Quan Zhi combo boxing begins, its affinity will continue to improve." According to an analysis by a senior marketing personage in the automobile industry who spoke on condition of anonymity, there are still two issues that need to be clarified in the follow-up development of Guanzhi.

"one is to solve the problem of target users." The person said that the Qoros coffee program that Sun Xiaodong is launching is mainly aimed at first-tier cities, but in fact, consumers may gather in second-and third-tier cities, and how to promote these cities is still worth exploring; at the same time, Guanzhi follow-up products have not yet issued a detailed plan, and in the future, Guanzhi will win the battle, relying solely on current products is obviously not enough. In addition, at present, both shareholders of Guanzhi have completed the investment, how to achieve hematopoietic function as soon as possible is also a difficult problem that this brand needs to solve.