TU-TESL

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Among the car companies I know well, it is a special existence. The current market position of the American luxury brand, which has grown up in China and is often ridiculed, is quite different from its nearly 100 year history. In 2018, Mao Jingbo, who has made great achievements in Beijing Benz, resolutely accepted the olive branch offered by Lincoln and became president of Lincoln China. One is the luxury brand that needs to be expanded urgently, the other is the top manager. The chemical reaction between the two is naturally concerned by the industry. One year later, Mao Jingbo and her Chinese team took Lincoln's brand awareness in the Chinese market to a new height, and creatively put forward the slogan of "quiet journey", which has Oriental elements and a sense of temperature. On November 16, the arrival of the brand-new flier made people see more possibilities for Lincoln in the Chinese market. In the eyes of the outside world, the American style, which has confidence in the product and sincerity in price, is the product that can best express the quiet journey. To be honest, in China, no matter the luxury brand is a service group with soft power or a product group with hard power, most people in the circle can judge one or two. But Lincoln, especially the American luxury brand led by two female executives, was really "hard and soft". At the launch of aviator SUV, Joe falotico, President of Lincoln global, said to Chinese marketing investors and old and new owners: two years later, Lincoln will usher in its 100th birthday and enter the century old luxury brand club. In the past brand journey, Lincoln has always been driven by an original intention to provide users with excellent products and services. At present, Lincoln has laid out two cars and four SUVs, but there are more opportunities than other luxury brands. The first domestic Lincoln model will be launched in early 2020. Joe falotico, President of Lincoln global, and Mao Jingbo, President of Lincoln China, are full of expectations for localization. At the same time, they also emphasize that "Lincoln's localization is not going with the tide. We are promoting quality control with the joint venture.". "What Lincoln wants to do is not me too, but from uniqueness to excellence," Mao said. In April 2019, Lincoln China proposed the "China first, customer first" strategy, which released a clear signal for the whole Lincoln China system. Before the sprint, Mao Jingbo led the young Lincoln China team to ensure the implementation of this strategy through the "four localization" of product localization, customer experience localization, team localization and brand localization. "Based on 200000 car owners and active users of Lincoln app, collect Chinese consumer needs, respect Chinese consumer values, and complete new product development in China and the United States," said joy falotico, President of Lincoln global. In the next three years, Lincoln will bring three domestic products, including a small SUV. Although the overall car market is in the adjustment period, China's luxury car market is still growing. Lincoln regards China as a strategic market, "long-term development in China is Lincoln's goal," said fan Zhaoyi. According to Lincoln's customer research, the newly listed pilots have already obtained 1200 orders in the pre-sale period, a considerable proportion of which are from the upgrading and purchase of Lincoln's old owners, and the owners who transferred from German luxury brands to Lincoln brands. Meanwhile, 76% of Lincoln's owners are male. "In the future, Lincoln will attach great importance to the younger brand and the increase of the proportion of female car owners, especially the price of 200000-300000 yuan for luxury brands, and Lincoln will also arrange domestic products," Mao added. How can China accept a new century luxury brand? Mao Jingbo and Lincoln's team in China know that the luxury car market in China is more difficult than before 2018. They are in the first tier of sales, and they share 80% of the market. Apply the most fashionable words in the car circle to say "difficult" and "even more difficult". For Lincoln, on the one hand, brand awareness is not low, but more consumers do not include Lincoln in the alternative list. On the other hand, after Mao Jingbo took over Lincoln China, he focused on building a Lincoln brand with good reputation. At present, Lincoln has 131 dealers in 95 cities in China. Compared with the sales volume of luxury brands in the head, Lincoln has more room for growth. However, compared with the sales volume of luxury brands in the head, the price system of Lincoln's six models in sale is more stable. On the one hand, it ensures the interests of car owners, on the other hand, it also ensures the interests of dealer investors. Facing the ups and downs of sales volume in the short term, Lincoln China's bottom line is not to do something: "no pressure on the stock, no rush for quick success and instant profit, no price for volume". "Whether the whole vehicle is imported or localized, the promotion of brand value starts from the needs of customers, which is a strategic focus from unique to outstanding," Mao said Lincoln China is convinced that in the face of dealer investors' cooperation, it is necessary to ensure the interests of "partners" and "customers" to cultivate a luxury brand. With nearly 15 months of operation, Lincoln is highlighting its uniqueness in similar luxury brands. Mao Jingbo said: "Lincoln's brand pillars are quiet journey and Lincoln's way, which correspond to unique product features and excellent customer service respectively. We want to build a strong Lincoln brand in China. Even in the face of difficulties, we must adhere to the brand and do something in adversity. ". In fact, Lincoln's persistence in China in the past five years has been recognized by the United States. The service standard of "Lincoln's way" implemented in China is being applied by the Lincoln marketing system in the United States. In the next step, "her way (homonym means she knows)", which is specially launched for women, will enhance the female consumers' perception of Lincoln brand. The fourth SUV model introduced by Lincoln in China is a medium and large-scale SUV pilot, with a price range of 6288-818800 yuan. I suggest you go to the dealer and feel the uniqueness of this SUV. In terms of product force, the whole 3.0T V6 is the only one in the same level, with the vehicle size of 5080mm in length, 2022mm in width, 3025mm in wheelbase, and the longest in the same level. The Detroit Symphony Orchestra has created 6 kinds of safety warning tones for Lincoln; the 3.0T V6 full drive high-performance plug-in hybrid model is equipped with the "bow to welcome the guest" type welcome induction system, which will automatically reduce the body height of 35mm when the car owner approaches the vehicle, and then raise 50mm after the engine is started; the smart phone can replace the car key, and the same level of models are no different. "These three major industry innovations are our product differentiation, which our competitors do not have." Said Mao Jingbo. In addition, Mao Jingbo also introduced that: the first 2000 flying car owners will get the customized car delivery ceremony of Lincoln Road, and express the brand of "natural beauty, flying wings, human nature and inner environment" contained in the "quiet journey" through the services and unique products. Mao Jingbo and the brand-new Lincoln China team have achieved a great thing through continuous efforts, brand persistence and more competitive product introduction - to enable more Chinese consumers to have excellent American luxury experience. And we need to give them more time and patience.