A Study on the Four-dimensional Linkage Model of Bevewen Electric Vehicle 2012

In the “Business” industry report, the third stage of industry development is the stage of industrial agglomeration, where the degree of concentration is greatly increased. At this time, successful companies find that they have the most competitive market model and excellent core genes of the brand. Industry leaders, a large number of SMEs withdraw. In the fourth stage, the degree of industrial concentration rose to 70% and reached a balance. The market scale was stable. There were few entrants and many withdrawals.

2012 is the key turning point in the third and fourth phases. From this, we can also see that 2012 is a year of truly contested brand strength, and even more so for leading brands in the industry.

In 2012, Bidwin made a breakthrough in the innovation of marketing model, and established a four-dimensional linkage promotion model centered on channels, and established four linkage points in terms of services, terminals, products, and promotions to provide four-dimensional linkage. Strong support.

Since June, Bidwin’s “Top Summit” has been hotly launched in the national market. Shandong Jinan, Xingtai, North China, Central China, Suzhou and Northeast Shenyang have successively convened the “Yao Feng Ju Xian” campaign deployment meeting. As the outbreak of the four-dimensional linkage between Germany and Germany, "Yao Feng Ju Xian" set off a "compared with the German fever" in the national market.

Then, what kind of characteristics does the German-style four-dimensional linkage promotion model have, and what kind of advantage is it to take the initiative in competition? We will analyze it carefully below.

Service and management linkage

Every company is talking about services, but there are very few companies that truly have dealers and consumers recognized services. Compared with Devin’s understanding of services, it is the terminal services that are refined under the unified management. That is, The effective management of services, the use of management to promote the improvement of service quality, while improving the quality of service at the same time drive the improvement of management, so complementary to each other, and promote the linkage between the two aspects of promotion.

For dealers, the marketing team and marketing team built by Devin Enterprises are the best service for businesses. In major promotions, Devin will send professional teams to the market to help distributors integrate resources. Execute the activities effectively. In addition to manpower support, Devin has provided more strategic services to distributors in different markets for different markets. Staff training, unity of ideas, etc. are all stronger than Devin's support for distributors.

One-on-one support is the basic principle of Devin's service to distributors and the purpose of establishing a model for the channel. Through the integration of various resources of the company, it fully exploits the local market potential and dealer potential.

At the consumer level, it is better than Devin to eliminate consumer worries with professional technology, good attitude and caring service.

The linkage between terminals and consumers is more than Devin's first battle in 2012. “Jinfeng Juxian” started to launch in all markets across the country on June 7. Under the guidance of the four-dimensional linkage model, Bievin continues to create a brand miracle.

In this campaign, Bidwin's main ideas for end-market activities with terminals and consumers have fully mobilized enthusiasm for car purchases from consumers around the world. At the same time, it also transformed the enthusiasm of consumers into the German brand. In support, the potential consumer groups of the Bivin brand have been expanded.

Experiential sales is the core idea that leads Devin to the linkage between terminals and consumers.

Bidwin advocates the standardization of product display, product display must be differentiated by series of functionalities, gradually establish a product experience area, so that consumers have the opportunity to experience the charm of German products before buying a car, through these efforts, gradually create a terminal atmosphere , close to the consumer. In this "Best of the Peaks," Bidwin transformed this idea into practical actions. The neat product display at the terminal store and the unified poster promotion made consumers trust and promote the purchase of the German brand.

In 2012, the image of Bettevin's terminal store will face an upgrade. The terminal image of fashion, life, and quality will also bring new feelings to consumers.

Product and brand linkage

Five re-standards, compared to Devin electric car to bring a new riding experience, which is more than Devin has always advocated in the product concept, "cheerful travel, safe home," than Devon electric car to the full trust of consumers Sense is an important manifestation of its brand power in products.

Therefore, the close linkage between the German brand and the product has led to a significant increase in its influence on the terminal.

In 2012, Bidwin launched a highly competitive core product, including V-Wind, V-Fun, Miracle, and Radiator. These new products have not only contributed to the improvement of Devin's product line, making it better than Devin. The product's power has been upgraded again, and it is also a powerful boost to product upgrading in the industry.

V Wind advocates a new safety experience, is a star car with automatic reversing; V charm is more reflected in the color, the use of 16-inch full-disc motor, with 6 anti-theft feature; inflated to power as a selling point, strong The power to win the consumer's favorite; miracle is a patented car design, is unique in the industry.

Bivin's latest car development in 2012 perfectly matches the upgrade of its brand. It is a reflection of the German brand value in the product, and it is a perfect interpretation of German brand and product linkage.

Promotion and channel linkage

Promotion is an effective way to expand channels and increase the power of channels. Therefore, all companies are keen to engage in promotional activities. However, sales promotion that truly enhances channel power is a form that fully interacts with channels. As a criterion, most Corporate promotions do not achieve this goal.

Bidwin believes that in the promotional activities, mobility and execution are the key to success. No matter how good the form of promotion is, no matter how good the plan is, there will be no good execution force and the effect will be greatly reduced. Therefore, only the first-class execution force It is the strong promotion of the promotional activities to the channel.

Under the guidance of the strategy of promotion and channel linkage, Devin said that the development of the “big fan” project, whether it is the terminal distributor or the consumer, expressed appreciation and affirmation against the German brand.

Beidewen, as the leader in the development of the industry, effectively guarantees products, services, and management in terms of channel strategies. On this basis, manufacturers and channels are closely integrated. In a true sense, they combine promotions with channels and promote channels. The upgrade, as well as the upgrade of the Devin brand.

Under the boost of the four-dimensional linkage model, the market sales of Devin have been rising. In Tianjin, Jinan, Qingdao, Suzhou, Luoyang, Hebei, Taiyuan, Shanxi, and the northeastern region, the popular sales of the electric bicycles in Devin have become a major highlight of the market this year.

"Zhen Feng Ju Xian" won the 2012 season's competitive advantage for Devin, taking full initiative and brand value has been maximized. Under the guidance of the four-dimensional linkage model, there will be more powerful in the later period.

For more details on Devin's "four-dimensional linkage" case, please pay attention to follow-up reports.