Lincoln goes to China to follow the people-friendly route

Xu Peiwen said that although the time to enter China was somewhat later than that of its competitors, Lincoln entered China at the “best time”. Nowadays, Chinese luxury consumers no longer value the brand logo as an outward sign of publicity. Instead, they have a deeper pursuit of brand experience. They “will no longer show their status, but want to show their taste”. The Lincoln brand is exactly the group of customers. The preferred group.

Although there is no lack of popularity in China, how to narrow the distance from the audience is the difficulty and focus of brand promotion. From the “presidential drive” to the “more Lincoln-friendly” nowadays, in the subsequent brand marketing, Lincoln China also focused on the brand experience, that is, through the exhibition hall and the brand experience shop to allow consumers to experience and feel in person. The Lincoln brand goes from design to service. In addition to the first “Lincoln Space” opened in Beijing’s World Trade Plaza recently, the brand experience project will continue to land in Shanghai, Nanjing, Xi’an, Guangzhou, Hangzhou and Chengdu, “while helping dealers to warm up the market. Establish the visibility of the Lincoln brand."

By 2016, the Lincoln Independent Distributors Network will deploy 60 dealer stores in 50 cities across the country to provide Lincoln-style personalized customized services to Chinese consumers. This autumn, the first eight Lincoln dealership stores opened the first seven cities mentioned above.

In terms of the introduction of models, by 2016, Lincoln will introduce the following five interviews in China:

Q: Compared to other high-end luxury brands, Lincoln is relatively late in the Chinese market, but its reputation in China is not small. Long time ago, it was a tall representative. Now it is back in the Chinese market again. How do you define the Lincoln brand in your mind? What's the difference with before?

Xu Peiwen: Most people in the memory of Lincoln are extended editions of Lincoln, Lincoln as a wedding car, Lincoln for the heads of state, Lincoln for the president, and even Lincoln for the movie stars. How did you get everyone from the memory of Lincoln? The modern Lincoln will be a very important thing for Lincoln to promote in China. It will transform traditional classic Lincoln into modern and stylish Lincoln.

So we have a different definition of brand positioning. Such a definition is actually conveyed through our products. Everyone can see that the two products on display today will be available at the end of the year. One is MKC. The model is MKZ. You can see that its lines are very modern. The design is simple and stylish. It is not the same as Lincoln's traditional impression. In fact, the research we conducted told us that among the Chinese consumers, the visibility of the Lincoln brand is very high, but their impression still stays in memory. Therefore, we promote the brand in China, the biggest responsibility is to let Lincoln from the memory to everyone's heart, we have made Lincoln become closer to the people, the general consumer public can also be the same with the previous star and president, to open Lincoln's car or SUV .

Why did we enter China at this time? I have a very important thing I want to share with you. In fact, although we were late to enter China, the emphasis was not on the morning or evening. The emphasis was on the right timing. Why was this timing right to Lincoln? We have found that the mentality of buyers of luxury brands in China has changed a lot. Everyone bought a bag of a luxury brand. The more LOGOs are printed, the better. Basically, the design of the entire package is a LOGO. Now, the more low-key, the better. , It is best not to have a LOGO, why? Chinese consumers have a big change in the consumption concept of luxury brands. The change is not to show status but to show quality. This is a big turning point. Consumers want a deeper brand experience, not Other people look at him, but the personal experience of consumers is the most important. Why he likes this brand is the most important. So the most important thing for Lincoln to enter the Chinese market is that we have such a Lincoln branded experience tailored to consumers.

Q: What kind of way does Lincoln use to attract consumers?

Xu Peiwen: I think there are several places. The first one is that our design is very elegant. It has a sense of line and movement. It is not very luxurious, but it is very elegant and luxurious. It is not a bodybuilding. Sir, from the sportsman's point of view, it is a sprinter, a combination of force and beauty, so you can see that this SUV is a combination of line, strength, and sportiness that will not make you feel Very publicity, not very domineering, but very angry.

We have just mentioned that consumers have changed. From the status of publicity to the expression of introverted taste, our products will definitely attract a new generation of luxury car consumers. A very important thing for Lincoln to come to China is that in addition to bringing this new product to the general public, it is even more important to personalize the exquisite experience of the brand. If you've been to our Lincoln space on the World Trade Plaza, where we did a special Lincoln brand experience, there was a Lincoln China brand press conference on April 17th. This conference made many people feel A new one. After the conference, it was open to the public. Many people queued in and welcomed everyone to experience it.

So when it comes to how we do this kind of experience, the first one is that the design of dealers' showrooms is more humane. We are not only about luxury but also about technology and comfort, so that everyone can feel at home. The intimate and natural feeling of returning home, but without losing the luxurious experience of the exhibition hall. It is our first task to allow customers to establish a deeper relationship with our showroom staff. The second thing to do is staff training. This is very important, because we want to build a long-term sincere and profound relationship. The most important thing in such a relationship is the interaction between people, so Lincoln The brand also places great emphasis on dealer training. To be precise, we are training people to be able to put the ideas we want to express in Lincoln and the relationship between people to be implemented at the dealer level.

Q: After Lincoln re-entered China, what are the future vehicle design trends?

Xu Peiwen: The most important thing in our trend is to regard this brand as a brand that is very close to the people. In general, the memory of Lincoln in the memory of everybody is for the head of the state and it is for the movie stars. my own. Two new cars will be available at the end of this year. By 2016, there will be five new cars, including MKC, MKZ, other SUVs, and a large-scale flagship car, all of which will enter China.

Q: How is Lincoln's model name divided?

Xu Peiwen: Our MK is a very important name. MK is a good representative of a former traditional Lincoln. It is called Mark. This Mark model used to be the representative of a classic Lincoln car. So now we use MK to represent each car. Mark, C is Crossover, so MKC is a cross-border car. MKZ is another story. It is named after our heritage and our history. MKZ's Z is Zephyr. Zephyr is actually a very good car. It was the first type of car we made in the 1930s. The car designed by the concept of aerodynamics, called Zephyr, was the best selling car in the luxury car. Out of respect for historical heritage, we called the new generation of cars the MKZ.

Q: What is the current situation in China's entire sales channel, including the distribution of distributors?

Xu Peiwen: The layout of our dealers is like this. Before the end of the year, there will be eight dealer stores opened in seven cities. By next year, there will be 60 dealer stores and 50 cities in two years. The layout of dealers is actually better than Imagine being fast, because we originally wanted to make only five, but dealer feedback is very enthusiastic with us, so on the basis of measuring output, production capacity, and demand, we feel that we can accept eight companies this year because it is for Lincoln. The most important thing now is quality, how to build a brand image.

Q: Is there any plan for how to promote this brand?

Xu Peiwen: It is very important to promote a brand. If you have time to look at the World Trade Plaza, it is actually a concept like this, including the history of the brand, including the concept of brand design, etc. We all present it to everyone. Put these concepts in Lincoln Space for consumers to come and visit the experience. For Lincoln, the exclusive brand experience is the most important, so how to let them experience it? We bring Lincoln's experience into their living space, so this is the origin of the Lincoln space naming. In the future, we will bring the same Lincoln space from Beijing to other cities: Shanghai, Nanjing, Xi’an, Guangzhou, Chengdu, Hangzhou, a total of seven cities. We want to bring this experience to every market and help the dealers Hot market, while establishing the visibility of the Lincoln brand.

Q: What is Lincoln's plan for other marketing methods?

Xu Peiwen: Of course we also have, at present we have not announced the detailed retail and sales plans. For Lincoln, it is very important that digital marketing is how to integrate digital marketing with product experience and brand experience to enable consumers. Can communicate in a very organic space.

Q: Will China build an exclusive model for the Chinese market in the future? Chinese consumers like the special models that are tailored for them. For example, if a brand is extended for China, the name will have some differences.

Xu Peiwen: In fact, MKC and MKZ are very popular among Chinese consumers. Before we took the two cars to participate in some of Lincoln’s product researches, the results showed that more than 40% of luxury car buyers said that compared with other luxury cars. Of the 100 cars in these two vehicles, 40 people used Lincoln as the first purchase option, which is basically twice or three times that of other luxury car brands. That means consumers are very much in agreement with the current Lincoln car models. Design, accessories and more.

In fact, these two cars have been integrated into many Chinese consumers' favorite elements, otherwise they will not reach 40% of consumers' preference. Another thing I want to talk about is the presidential series. The presidential series has another name in the United States. To enter the Chinese market, we changed it to the presidential series because Chinese consumers agree that Lincoln is related to the president. Therefore, we feel that we should use this knowledge as a starting point in terms of naming, so that Chinese consumers can feel more like the Lincoln brand, so Lincoln's most high-end series is called the presidential series.

Q: Will Lincoln have some ways to cope with the issues of high maintenance costs and long cycle time for imported brands?

Xu Peiwen: It should be said that we are very confident about the quality of the Lincoln brand. It is very important to start talking about the dealer experience. This kind of transparent sales and service will be the most important target for dealer service consumers. . Of course, in terms of these imported parts, we have actually begun to do a lot of pre-planning, to determine when the car is sold, these things can be in place to determine that we can provide better services to consumers. Because we have confidence in Lincoln's quality and have confidence in Lincoln's services, I believe that consumers will also agree with Lincoln's philosophy and a transparent process of sales and service. In this process, I believe that they will very much like the flow of our entire after-sales service.

Q: Apart from the MK series, these new models will continue to be old pilots, for example?

Xu Peiwen: In fact, including the pilot, we have five models, will be introduced in China within two years, so please wait and see. Our most important thing is to bring some new products to China and let everyone know more about Lincoln's unknown side. Of course, we can introduce the pilots now, but more importantly, we can understand that in fact, Lincoln is not just a pilot. Our car is also very modern, very design sense, the same is the small and medium-sized SUV, Therefore, we hope that new consumers can access Lincoln's unknown side, that is, modern, elegant and stylish. New models: Among them, mkc and mkz will be listed in the third quarter of this year; subsequently, three new models will be introduced: the new pilot, a medium and large-sized sedan, and a mid- to large-size suv.

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