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MG-Roewe at the Shanghai Auto Show 2009
An interview with SAIC's director of passenger car marketing Jiang Jun
April 20, 2009
Jiang Jun:
In fact because of the low-value vehicles for change in people's lives is a very great influence, so the demand is relatively obvious. Abroad, after all, almost everyone has new-generation products, when the uncertain economic outlook in the circumstances, would have depressed consumer demand. In fact the growth in first quarter of this year in the fourth quarter of last year, consumer spending is shrinking a bit of inertia. We believe that the second quarter of this inertia will be the case, but the second half of this year, we have maintained a cautious optimism, it depends on the international economic situation, because the international economic situation, there is great uncertainty in the objective, especially in Europe. If the economy goes down, the whole world financial crisis or storm waves may go down, there is this uncertainty.
But the rigidity of China's total demand is, therefore, we the whole of China's auto market is still cautiously optimistic, especially for A-class car market is to maintain a more optimistic attitude. At the macro level it may also be the case.
Reporter:
Subsequent models - Accor is your interpretation of Roewe 750, 550 passion of the interpretation of the model after Roewe how some breakthrough or change?
Jiang Jun:
Your passion is our slogan Roewe brand, that is our most distinctive brand slogan. In the slogan behind the core of the Roewe brand, because it is now the main focus of our brand and technology in the grade levels. Just as we have today released N1 concept car, the whole shape of the continuation of our original style, aesthetic orientation or shape very strong emphasis is also consistent with the aesthetic direction of the trend of the times. We believe that the technology is certainly the brand Roewe as we would like to create a difference with other brands of a distinct character. Of course, there are many science and technology, engine technology has focused on the science and technology, focusing on the automobile driving performance of traditional science and technology, we hope that some slight differences in science and technology, and in this regard can not give up, we still have to maintain good control performance, but we still would like more in line with the current consumer trend of the entire development. The impact of real life car consumers, we hope to be able to make a breakthrough in this regard.
Reporter:
Shanghai Auto is now a lot of own brand, there are a variety of models. Roewe brand in this respect there is no specific plan, that is, what their own focus on brand?
Jiang Jun:
We before with the media had communication, in fact, many products to Shanghai Automotive plans for the overall planning and there are different levels of a number of exchanges. In fact the introduction of the N1, that is, next year we want to tell the media to enter the A-class car market. MG6 the same next year will enter the A + grade market. In fact the entire SAIC's own brand of product planning, our strategy is very clear, we want to establish a full range of passenger car brand, our products will be covered in the traditional sense of the passenger car market, that is, you said A0 of the senior class of compact segments of this series will be covered, we will develop our products in accordance with the continuous introduction of rhythm.
Reporter:
Roewe two sales channels, distributor channels in the future will face a well-integrated situation?
Jiang Jun:
Five unity, from this year's January 1, we started the implementation of the final of a unified system, that is, a unified marketing system. The first step is to do the integration of the two marketing teams, Nanjing MG's sales team and sales team Roewe original full merger of the two teams combined for such a unified team to operate. This is based on our synergy of resources, in fact, have seen the show, we now present to you for the two brands together, the overall level from the manufacturers, we may be above the cost of operation significantly decreased, but the most critical is our hope that this synergy, because it is now marketing in the market is still very scarce, so we in the terminal level, the cost of our dealers a substantial reduction in personnel management, which is our entire distribution sense of business as their own brands in the terminal is actually one of our biggest bottlenecks.
On the one hand, the needs of our dealers the ability to upgrade quickly. The other hand, do their own brands on the network terminal capacity far exceeds the requirements of the joint venture, because we are out of joint, and we feel it is very clear. Roewe sell one, sell one out of MG, the kind of difficult to sell a much higher than the general public and sell out of a Toyota, this difficulty is not the same. Chinese consumers because the whole of the psychological or the existence of their own brands do not trust, so the whole process of marketing, you have to show his best side to them, almost from scratch. Also need to establish the reputation of the marketing team, relying on services to allow consumers to accept the brand. Therefore, we done the first step in the integration of the marketing team, is now the preliminary results showed.
Dealer network in the level, because these two brands or sufficient differentiation positioning, while our Director will explain to you the difference between the two brands. 12 lines in the city, our MG, Roewe 4S stores will be divided into two network operation, but for some three or four cities, it retains the volume itself is very low, we will do something and the sales network of innovation. Of course, these methods we are exploring, we hope to get out of a brand different from the other joint venture operation, we hope that the existence of two sub-network of network operation, but there is a more integrated form inside. Depending on the situation in a specific way, different types of cities have a specific approach. In short, we want to maintain two levels of consumer brand strategy. In that case the whole.
Director:
In fact, almost all the major car companies will have brand strategy, Shanghai Automotive as well. At present, our brands MG and Roewe brand, we have realized that their differentiation. Roewe is stressed with your passion, pay attention to quality and technology, for 85 years MG has always insisted on its own personality, movement and fun, we inherit its core values.
Turning to the differentiated brand positioning, it is really suitable for the development of Chinese consumers. Consumers we mainly want to have a car, then you want a good car, we have to a grade suitable for their own individuality, and aesthetic orientation. In order to adapt to the consumer of such a change, the difference in the taste of the very, very important position. Therefore, we should be in marketing specifically to strengthen the two different brands, that is suitable for different consumer groups.
Reporter:
I personally think that MG is from the entire product line, product is very rich. Roewe products, however, at least for now the products are not enough. This will not give these two brands in different product development resulted in the development of strategy?
Jiang Jun:
Simple is not to say that the issue of standards. Platform strategy of multinational corporations are all doing a brand strategy, including as General Motors, Toyota wants is a platform strategy. In the platform strategy, based on the fact we are so different products, the same chassis, engine, steering system assembly is the same as those circumstances are so different products, these products are different in different style. MG6 and Roewe 550 is a completely different style, they both are developed by SAIC's W261 platform. In this platform, we will develop different styles of products. As with Volvo S40 and the Fox share a platform for these are the same product in different circumstances, this is not simply shape, replace the interior, in fact, involve a number of issues, including the issue of powertrain configurations, there will be some difference. For example, stressed the run-oriented, it may in the powertrain is a high profile, and even the most simple configuration of wheels are not the same, may be it is the standard 16-inch, 15 inch, and it is the 18-inch configuration , 17-inch such a distinction. The other is to modify the chassis, sports-oriented on the needs of very tight control of ordinary consumers, compared to comfort-based, it should be emphasized comfort. If too hard, the above, almost comfortable, so this is not a simple issue of OEM. Need time in the design, positioning, when this model should be clearly targeted, including the internal space, the rear space, in fact, have different aspirations, you can not see the definition of this product by consumers is what user groups to designed.
Reporter:
Just now you mentioned the two distribution network may be one or two lines will be in the city appear to be separated from 34 cities will have a combined line. I do not know in the correct understanding, we are now from the merger may be the pooling of resources, cost-effective to do so. As we are continually released new products, differences in the two brands of the road, may have their own products more a more in-depth interpretation. This network of the future and will also cause some new problems? Just now you said that he hoped other international brands with multi-brand strategy and the operation of different networks, specific plans for that?
Jiang Jun:
To tell the truth, because many joint ventures are doing a dual-brand, so far, almost all dual-brand separate networks, separate the operation of the team. Of course, we hope that a way to go with them is not the same road. 12 cities, in fact, we work according to different consumers, and 12 cities are more concerned about the brand of a crowd. Some 34 cities are very small, three or four lines of the city is not across the board. Some 34 cities are very small, in these small cities and networks can be. Nor is it a very simple network, you can share a hall, but in this hall, there are very clear layout of the two brands, or where the demands. Consumers will still be there and feel that our differences in the two brands of products. So this is not one thing, and in the traditional sense "and" not one thing.
Reporter:
And medium-sized cities and the network may have no plan, if so, on the medium-sized cities will be unfair to the dealer? For example, second and third line in my city, I can sell Roewe, MG can also be sold, so that their sales will be relatively high.
Jiang Jun:
What you said is precisely the issue raised by this gentleman. That is the question of vision, our strategy is a long-term or short-term problems, or the issue of medium-term or short-term problems. Indeed sales of MG, because it is a new brand, or slow start up. The existence of some of the dealers operating pressure. However, if immediately sold for the short term Roewe, then it would really be the business of his great help. However, we MG6 immediately following the listing, next year there is a new MG products, will enter the A0-class market segments. If we rush to the realization of a network of this type and until the operation of our two brands will be a greater contradiction. Generally speaking, we believe that our products, our key is to solve the MG dealers into the issue of new products, it should be said that cooperation between SAIC from the beginning of this matter in the planning for next year will be to introduced. We believe that the MG next year will enter a phase of rapid development, so the dealer will not have any operational problems.
MG-Roewe at the Shanghai Auto Show 2009
An interview with SAIC's director of passenger car marketing Jiang Jun
April 20, 2009
Jiang Jun:
In fact because of the low-value vehicles for change in people's lives is a very great influence, so the demand is relatively obvious. Abroad, after all, almost everyone has new-generation products, when the uncertain economic outlook in the circumstances, would have depressed consumer demand. In fact the growth in first quarter of this year in the fourth quarter of last year, consumer spending is shrinking a bit of inertia. We believe that the second quarter of this inertia will be the case, but the second half of this year, we have maintained a cautious optimism, it depends on the international economic situation, because the international economic situation, there is great uncertainty in the objective, especially in Europe. If the economy goes down, the whole world financial crisis or storm waves may go down, there is this uncertainty.
But the rigidity of China's total demand is, therefore, we the whole of China's auto market is still cautiously optimistic, especially for A-class car market is to maintain a more optimistic attitude. At the macro level it may also be the case.
Reporter:
Subsequent models - Accor is your interpretation of Roewe 750, 550 passion of the interpretation of the model after Roewe how some breakthrough or change?
Jiang Jun:
Your passion is our slogan Roewe brand, that is our most distinctive brand slogan. In the slogan behind the core of the Roewe brand, because it is now the main focus of our brand and technology in the grade levels. Just as we have today released N1 concept car, the whole shape of the continuation of our original style, aesthetic orientation or shape very strong emphasis is also consistent with the aesthetic direction of the trend of the times. We believe that the technology is certainly the brand Roewe as we would like to create a difference with other brands of a distinct character. Of course, there are many science and technology, engine technology has focused on the science and technology, focusing on the automobile driving performance of traditional science and technology, we hope that some slight differences in science and technology, and in this regard can not give up, we still have to maintain good control performance, but we still would like more in line with the current consumer trend of the entire development. The impact of real life car consumers, we hope to be able to make a breakthrough in this regard.
Reporter:
Shanghai Auto is now a lot of own brand, there are a variety of models. Roewe brand in this respect there is no specific plan, that is, what their own focus on brand?
Jiang Jun:
We before with the media had communication, in fact, many products to Shanghai Automotive plans for the overall planning and there are different levels of a number of exchanges. In fact the introduction of the N1, that is, next year we want to tell the media to enter the A-class car market. MG6 the same next year will enter the A + grade market. In fact the entire SAIC's own brand of product planning, our strategy is very clear, we want to establish a full range of passenger car brand, our products will be covered in the traditional sense of the passenger car market, that is, you said A0 of the senior class of compact segments of this series will be covered, we will develop our products in accordance with the continuous introduction of rhythm.
Reporter:
Roewe two sales channels, distributor channels in the future will face a well-integrated situation?
Jiang Jun:
Five unity, from this year's January 1, we started the implementation of the final of a unified system, that is, a unified marketing system. The first step is to do the integration of the two marketing teams, Nanjing MG's sales team and sales team Roewe original full merger of the two teams combined for such a unified team to operate. This is based on our synergy of resources, in fact, have seen the show, we now present to you for the two brands together, the overall level from the manufacturers, we may be above the cost of operation significantly decreased, but the most critical is our hope that this synergy, because it is now marketing in the market is still very scarce, so we in the terminal level, the cost of our dealers a substantial reduction in personnel management, which is our entire distribution sense of business as their own brands in the terminal is actually one of our biggest bottlenecks.
On the one hand, the needs of our dealers the ability to upgrade quickly. The other hand, do their own brands on the network terminal capacity far exceeds the requirements of the joint venture, because we are out of joint, and we feel it is very clear. Roewe sell one, sell one out of MG, the kind of difficult to sell a much higher than the general public and sell out of a Toyota, this difficulty is not the same. Chinese consumers because the whole of the psychological or the existence of their own brands do not trust, so the whole process of marketing, you have to show his best side to them, almost from scratch. Also need to establish the reputation of the marketing team, relying on services to allow consumers to accept the brand. Therefore, we done the first step in the integration of the marketing team, is now the preliminary results showed.
Dealer network in the level, because these two brands or sufficient differentiation positioning, while our Director will explain to you the difference between the two brands. 12 lines in the city, our MG, Roewe 4S stores will be divided into two network operation, but for some three or four cities, it retains the volume itself is very low, we will do something and the sales network of innovation. Of course, these methods we are exploring, we hope to get out of a brand different from the other joint venture operation, we hope that the existence of two sub-network of network operation, but there is a more integrated form inside. Depending on the situation in a specific way, different types of cities have a specific approach. In short, we want to maintain two levels of consumer brand strategy. In that case the whole.
Director:
In fact, almost all the major car companies will have brand strategy, Shanghai Automotive as well. At present, our brands MG and Roewe brand, we have realized that their differentiation. Roewe is stressed with your passion, pay attention to quality and technology, for 85 years MG has always insisted on its own personality, movement and fun, we inherit its core values.
Turning to the differentiated brand positioning, it is really suitable for the development of Chinese consumers. Consumers we mainly want to have a car, then you want a good car, we have to a grade suitable for their own individuality, and aesthetic orientation. In order to adapt to the consumer of such a change, the difference in the taste of the very, very important position. Therefore, we should be in marketing specifically to strengthen the two different brands, that is suitable for different consumer groups.
Reporter:
I personally think that MG is from the entire product line, product is very rich. Roewe products, however, at least for now the products are not enough. This will not give these two brands in different product development resulted in the development of strategy?
Jiang Jun:
Simple is not to say that the issue of standards. Platform strategy of multinational corporations are all doing a brand strategy, including as General Motors, Toyota wants is a platform strategy. In the platform strategy, based on the fact we are so different products, the same chassis, engine, steering system assembly is the same as those circumstances are so different products, these products are different in different style. MG6 and Roewe 550 is a completely different style, they both are developed by SAIC's W261 platform. In this platform, we will develop different styles of products. As with Volvo S40 and the Fox share a platform for these are the same product in different circumstances, this is not simply shape, replace the interior, in fact, involve a number of issues, including the issue of powertrain configurations, there will be some difference. For example, stressed the run-oriented, it may in the powertrain is a high profile, and even the most simple configuration of wheels are not the same, may be it is the standard 16-inch, 15 inch, and it is the 18-inch configuration , 17-inch such a distinction. The other is to modify the chassis, sports-oriented on the needs of very tight control of ordinary consumers, compared to comfort-based, it should be emphasized comfort. If too hard, the above, almost comfortable, so this is not a simple issue of OEM. Need time in the design, positioning, when this model should be clearly targeted, including the internal space, the rear space, in fact, have different aspirations, you can not see the definition of this product by consumers is what user groups to designed.
Reporter:
Just now you mentioned the two distribution network may be one or two lines will be in the city appear to be separated from 34 cities will have a combined line. I do not know in the correct understanding, we are now from the merger may be the pooling of resources, cost-effective to do so. As we are continually released new products, differences in the two brands of the road, may have their own products more a more in-depth interpretation. This network of the future and will also cause some new problems? Just now you said that he hoped other international brands with multi-brand strategy and the operation of different networks, specific plans for that?
Jiang Jun:
To tell the truth, because many joint ventures are doing a dual-brand, so far, almost all dual-brand separate networks, separate the operation of the team. Of course, we hope that a way to go with them is not the same road. 12 cities, in fact, we work according to different consumers, and 12 cities are more concerned about the brand of a crowd. Some 34 cities are very small, three or four lines of the city is not across the board. Some 34 cities are very small, in these small cities and networks can be. Nor is it a very simple network, you can share a hall, but in this hall, there are very clear layout of the two brands, or where the demands. Consumers will still be there and feel that our differences in the two brands of products. So this is not one thing, and in the traditional sense "and" not one thing.
Reporter:
And medium-sized cities and the network may have no plan, if so, on the medium-sized cities will be unfair to the dealer? For example, second and third line in my city, I can sell Roewe, MG can also be sold, so that their sales will be relatively high.
Jiang Jun:
What you said is precisely the issue raised by this gentleman. That is the question of vision, our strategy is a long-term or short-term problems, or the issue of medium-term or short-term problems. Indeed sales of MG, because it is a new brand, or slow start up. The existence of some of the dealers operating pressure. However, if immediately sold for the short term Roewe, then it would really be the business of his great help. However, we MG6 immediately following the listing, next year there is a new MG products, will enter the A0-class market segments. If we rush to the realization of a network of this type and until the operation of our two brands will be a greater contradiction. Generally speaking, we believe that our products, our key is to solve the MG dealers into the issue of new products, it should be said that cooperation between SAIC from the beginning of this matter in the planning for next year will be to introduced. We believe that the MG next year will enter a phase of rapid development, so the dealer will not have any operational problems.
Last edited by Windy on Tue Apr 21, 2009 1:03 am; edited 1 time in total
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