According to normal logic, after entering the New Year, all car companies will successively release the sales data of the previous year. But now that it is the middle of January, Kaiyi Automobile has not been announced. The reason is not convenient to guess, but a media source revealed that Kaiyi Automobile insiders passed on the digital information of "30,000 units sold annually" to it, but after all, it is not officially released, and the authenticity of it has yet to be confirmed.
However, when the industry has questioned Kaiyi Automobile, another media has exposed a case of Kaiyi Automobile deceiving consumers to buy a car, which makes public opinion question "how long can Kaiyi Automobile survive".
Embarrassingly, Guo Deqiang, as the general manager of Kaiyi Automobile Sales Company, did not respond positively to the current situation of Kaiyi Automobile, but still talked about the value of Kaiyi Automobile - "In the future, Kaiyi Automobile will continue to be guided by user needs, through discovering, creating and transmitting value, leading users to create value, so that users can become brand co-creators and provide products and services that exceed user expectations." ”
This seems to confirm once again that the car has wisdom in "Kaiyi Xuandu monthly sales of 600 units, why can't Guo Deqiang make young people excited? The words in the article: Value marketing in Kaiyi is completely the idea of a castle in the air.
Let's take a look at this incident first.
In November 2021, Mr. Wang of Chongqing ordered a Kaiyi Xuanjie car, the local 4s store promised to complete the delivery within 20 days, but Mr. Wang said that after waiting for more than 20 days, the reply received was that the manufacturer was still producing, and then after a few days he claimed that the car was gone, suggested that Mr. Wang change to Xuanjie pro, at first Mr. Wang did not agree, because the price difference was 8000 yuan, but after the persuasion of the 4s store, Mr. Wang still chose to compromise.
Originally, Mr. Wang thought that he could mention the car in December, but on December 27, he was told that he could not apply for a loan due to the upgrading of the banking system, and could only wait a few more days to pick up the car. However, Mr. Wang felt wrong and learned when he confirmed with the bank that the bank had not upgraded its system. Mr. Wang asked angrily, and the local 4S shop admitted that there was no existing car, and if the car was to be picked up at that time, only a show car that left the factory in August 2020 could be provided. In desperation, Mr. Wang once again chose to compromise.
But I didn't think that even if it was an exhibition car, Mr. Wang had not seen it until January 7, 2022. Mr. Wang repeatedly called Sichuan Kaiyi Automobile Sales Co., Ltd. to complain, but still did not have any reply, nor did he give a solution. Mr. Wang said that so far, there is no clear indication from Kaiyi manufacturers and local 4S stores.
In response to this incident, some lawyers said that the local 4S store involved at least two deceptions, one was to deceive consumers to buy higher-priced products; the other was to conceal the fact that there was no existing car in a deceptive way, according to the relevant laws, Mr. Wang has the right to file compensation to Kaiyi Automobile and the local 4S store.
Perhaps, some people will question that this incident is only the work of the local 4S store, and has nothing to do with Kaiyi Automobile, but the logic is obviously not so. As we all know, dealer network cultivation is the responsibility of manufacturers, and Kaiyi Automobile 4S store has such a major deception incident, Kaiyi Automobile is really to blame.
What's more, Guo Deqiang, a leader of Kaiyi Automobile Sales Company, once vowed to say, "Kaiyi Automobile should create a more thoughtful car purchase and car service for consumers, and provide professional and thoughtful car services for young users with a professional after-sales service system, senior technical personnel, and multiple safeguard measures, so that users can enjoy car life." ”
Now it seems extremely ironic.
Just as the car has wisdom to suggest, as a brand with a low market volume, the most important thing for Kaiyi Automobile to do now is to first gain the recognition of some consumers for products and services, and then pursue consumer recognition of its brand value. In this process, product quality needs to be improved in a certain cycle, but the brand service can be rapidly improved, but unfortunately, Guo Deqiang did not do this, but repeatedly emphasized its value marketing theory, which is completely the way to seek fish.
For automobile marketing, service is the basic requirement, but also the final requirement, in the Kaiyi automobile product quality has not yet reached the top of the mountain small, in the Kaiyi automobile has not yet gained a solid fan, and then lost the user service, it is really not far from elimination.
Although Guo Deqiang refuses to admit it, Kaiyi Automobile is a fringe brand. When hovering on the edge of the cliff, you must first step on the right track to see the distance, Guo Deqiang, really need to re-sort out the marketing ideas of Kaiyi.
Write | Water miao
Edit the | Respect for the distance