On January 1, 2019, Duan Jianjun, Executive Vice President of Beijing Benz, assumed the position of Chief Operating Officer of Sales and Marketing, responsible for brand sales and marketing related businesses. Duan Jianjun, who loves Sinology, is known as a "poet" executive in the automotive industry, with a bright resume, in-depth understanding and clear judgment of the marketing market.
Of course, this is only a superficial cognition on the literal, the real Duan Jianjun we do not know, but as the editor often says, from the story to see the organization, from the organization to see people, from the development of Mercedes-Benz in recent years, it is not difficult for us to write duan Jianjun's true face of Lushan.
The wind knows the grass, and the board knows the hero. If you want to count the cases that have occurred in the automotive industry in recent years with the widest scope of influence and the worst nature, then the Mercedes-Benz female owners who sat on the hood and cried in April 2019 were the first, when the news came out, public opinion surged and instantly became the focus of the world's automotive industry, almost showing a one-sided trend.
The rights protection caused by quality problems, the later transformation into dissatisfaction with after-sales service, especially the part of bundled sales has provoked public sentiment, Beijing Benz's poor emergency public relations, arbitrary remedies and insincere attitude make people feel strong discomfort, consumers are in an uproar, indignation, and have an indelible impact on the credibility of Mercedes-Benz's century-old savings, so Duan Jianjun, who is responsible for marketing affairs, is hard to blame.
After that, the so-called epoch-making "Service Convention" launched by Mercedes-Benz has also become a piece of paper, and the "Service Convention" that is divorced from the actual market situation has greatly affected the marketing ability of ordinary Mercedes-Benz dealers, and has disguisedly compressed the profit margins of middle and lower reaches of dealers, and forced the profits to the head players.
Channels are like the lifeline of car companies, but Duan Jianjun, who is fully responsible for communicating up and down channels, first, did not recognize the actual situation of the market, and second, failed to reconcile the contradictions between manufacturers and dealers, but in order to erase the short-term negative impact, the choice will intensify the contradiction and force dealers to bear the pressure, which is tantamount to self-destruction of the Great Wall, and Duan Jianjun's shallow vision in a critical moment is worrying.
In 2020, the entire automotive industry is struggling to survive under the surging offensive of the epidemic, many car companies have picked up the responsibility of large enterprises, adhering to a high sense of social responsibility and silently contributing.
At that time, Beijing Benz sent a letter to the Tianjin Municipal Government and Tianjin Wuqing District on February 6 to apply for approval from its suppliers to resume work early. Duan Jianjun as a marketing leader in spite of the epidemic, for their own selfish interests to ignore public safety, no responsibility, Duan Jianjun said that he wanted to base himself on the Chinese market and promote the localization of Mercedes-Benz, you are so localized? Can't stand the pressure of what kind of leader you should be?
On March 3 this year, Mercedes-Benz (China) Automobile Sales Co., Ltd. and Beijing Benz Automobile Co., Ltd. filed a recall plan with the State Administration for Market Regulation to recall some imported and domestically produced C-class (platform 205) vehicles with production dates from June 9, 2014 to February 28, 2018, with a total of 125568 vehicles.
On the eve of "315" at this ambiguous moment, the recall plan is inevitably suspected of giving people a weak heart, and the hasty recall is only a dead sheep to make up for it, and even a rebellious psychology will arise in the minds of car owners, after all, what to do earlier. Looking back at the entire 2020, Beiben has more than 20 annual recalls, an average of two times a month, and the largest one has even recalled 669,000 cars, of which the marketing system built by Duan Jianjun is full of flaws and fatigue.
Write at the end
The channel problem has always been a stubborn disease of Mercedes-Benz, but as far as the current situation is concerned, Duan Jianjun has not made any achievements in this regard, but has only taken the 16 and 17 years of market dividends, walked on one leg, will only make a fuss on the best-selling car and do nothing on the new brand, lying on the merit book to eat the old book. Although Duan Jianjun always puts people first, in fact we can see that arrogance is already some distance away from the masses of the people.
Marketing guru? It's really ridiculous to think about it now, Duan Jianjun is just pretending to be busy.