Chapter 166: Ruining the Scene
Zhou Wenhua is a famous writer for the authoritative domestic automobile magazine Cheyou. He is also a senior automobile reviewer and an automobile professional with over one million followers on Weibo.
When he heard that Aston Martin would bring three new concept cars to the Hai Tian Feast, his first reaction was, I must go to the scene to see it, because this can almost be said to be Aston Martin's last battle.
A few months ago, the car smashing incident in South Korea did help Aston Martin stop the brand's decline after Aston Martin's excellent public relations, but everyone knows that this is only temporary.
If Aston Martin fails to find a good way to redeem itself, it will either move forward or regress, and it will continue to sink.
So, he showed up at the Aston Martin booth.
He was shocked when he saw Aston Martin's sports car design director Malik Lakeman show and tell everyone about the design language and concept of the successor.
This car is a continuation and development of the Aston Martin One-77.
One-77 undoubtedly represents the highest level of today's super sports cars, but it is limited to 77 units worldwide and has no representativeness.
But this successor inherits the advantages of one-77 to the greatest extent. Whether it is power, control or overall design, it is quite outstanding. More importantly, the price of four to five million yuan also makes it closer to China's high-end consumers.
Obviously, this was something Aston Martin had already been preparing for when it was designing the One-77, and after being acquired by a Chinese consortium, the development was further accelerated, and it was finally released at this time as a killer move targeting the Chinese market.
From the name "Heir", it is not difficult to see its strong traditional charm.
If the successor super sports car is Aston Martin's usual forte, then the two heavyweight models under the new brand Lagonda are even more amazing.
Aston Martin wants to completely bid farewell to the limitations and constraints of the past, and use the concept of making sports cars to create a revolutionary luxury car with a strong British luxury and aristocratic style.
"Everyone has a different understanding of cars. To many people, Chris Bangle's Conqueror is a luxury car, but in my eyes, it is a top sports car, a four-door sports car that is elegant, sporty, comfortable and luxurious."
Zhou Wenhua posted on his Weibo about his experience at the Aston Martin exhibition area.
"The Scotsman Watt improved the steam engine, Baird invented the television, and Bell invented the telephone. Now, the Scotsman Ian Callum has redefined the crossover vehicle and overturned everyone's understanding and impression of crossover vehicles."
“This is not a car show, but a feast of imagination and creativity.”
"Close your eyes and try your best to imagine what a perfect sports car, a perfect luxury sedan, a perfect crossover car should look like in your opinion."
“Open your eyes and look at the masterpieces of these three design masters. You will definitely feel that they are beyond your imagination, understanding, and expectations.”
“We can clearly feel the Aston Martin DNA and blood flowing through these three new cars, but they are also designed for a new generation of consumers and are both a continuation and subversion of Aston Martin’s past traditions.”
“Inheritance, conquest and subversion, Aston Martin has successfully demonstrated its brave and fearless attitude with three models.”
“What’s even more valuable is that compared to other manufacturers’ concept cars, which are beautiful and far beyond the actual industrial design, Aston Martin’s three cars are extremely close to the current top car manufacturing technology.”
“I believe that the actual model will be extremely close to the concept car!”
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When Zhou Wenhua was browsing Weibo, the live event had already ended.
Many onlookers walked into the exhibition areas of Aston Martin and Sunseeker Yachts.
The exhibition area is very large and spacious, ensuring that more visitors can be accommodated around each vehicle.
Aston Martin has sales staff in every corner around each car, who will patiently introduce the detailed parameters and how to play the model to every questioner, and they will even encourage you to sit in and try it out.
Zhou Wenhua was dumbfounded. Is this still a top-of-the-line luxury car that can only be admired from a distance and not touched?
Everyone can get close to it, touch it, sit in it and experience and enjoy it. It is no longer as high and mighty as in the past. Even sales and service staff treat everyone as a high-potential customer and promote him to others, even if they know he cannot afford the car.
This is completely different from luxury cars such as Ferrari, Porsche, Rolls-Royce and Bentley.
If you don't believe it, please turn left when you go out the door and experience it for yourself.
"Hello, sir." A gentlemanly British middle-aged man in his thirties, dressed in a suit and tie, greeted Zhou Wenhua in fluent Chinese and pointed at the Subverter in front of him and introduced it.
From the design language and concept to the performance of the car and the unique technologies it will be equipped with, etc., the introduction is very detailed, and it feels as if you will really buy it.
But Zhou Wenhua knew very well that he couldn't afford it at all.
However, he felt sincere respect from the senior salesperson's mouth, eyes, speech and behavior. He knew this concept car from beginning to end, especially its series of selling points and unique technologies. He knew them like the back of his hand and could write a professional review article without any problem.
"Our car will be officially launched in the first half of next year. Maybe you can leave your address and phone number, Mr. Zhou. We will invite you to come for a test drive and to see the car on site."
His enthusiastic attitude made Zhou Wenhua really want to buy it.
In fact, he really just left his contact information and occupation.
From beginning to end, the salesperson didn't even ask him whether he was willing to buy a car, let alone whether he could afford it.
The same situation was happening in every corner of the on-site exhibition area.
Some people even ordered a car on the spot.
"I want to reserve a limited edition one-77!" a wealthy man from Longhai City shouted very loudly.
The whole audience was suddenly amazed and looked over at the same time, their eyes filled with envy and even jealousy.
This greatly satisfied the vanity of a certain rich man, and he laughed out loud with his mouth wide open.
Someone started it, and it immediately stimulated those who wanted to buy a car.
After all, this is a global limited edition, and there are only ten units available nationwide.
"I want a One-77 too!" Someone immediately followed suit and ordered a car.
Every time one of these things is sold, there will be one less. Hurry up and get one first. The best way is to be the first to enjoy it.
"I want a One-77. When the Conqueror comes out next year, I will order another one!" Another rich man appeared.
"I want one too!"
The whole audience was amazed again.
I really don’t know, there are too many rich people in the crowd.
In a blink of an eye, six of the ten limited edition One-77s were sold out at once, and the remaining four were snapped up in less than twenty minutes. Ten One-77s were sold on the spot in less than half an hour.
For a moment, the whole audience was in an uproar.
Isn’t this crazy?
I knew that there were many rich people in China, but I didn't expect that there were so many rich people that they were practically everywhere.
But when I thought about it again, I felt relieved.
After all, this kind of Hai Tian Feast itself is a gathering place for wealthy people and rich second generation from all over the country.
For a lot of people, more than 20 million is an astronomical figure, but for some rich people, it is just the price of a toy.
While the one-77 was sold out in less than half an hour, Aston Martin's sports car models on sale also received widespread attention and popularity among visitors, and many people expressed a strong willingness and interest to buy.
Many people even placed orders on the spot.
This is not only the case in the Aston Martin exhibition area, but also in the Sunseeker Yacht exhibition area.
According to the standards given by the organizing committee, the gate tickets are divided into four classes. The lowest two classes of gate tickets are only for visiting, and only the holders of the top two classes of gate tickets have the opportunity to board the ship, while the holders of the highest class can participate in a trial ride.
But Sunseeker Yachts is completely open. Not only are they very enthusiastic and responsible in sales and service, they are also very enthusiastic in introducing the yachts. They even allow any "door" ticket holder, no matter which class, to sign up for a visit on board and even take a test ride as long as they are willing.
This also caused the Sanxi Yacht exhibition area to be crowded with people.
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"I don't quite understand." Zhuang Ziqing asked Yang Huan with a puzzled look on his face.
Looking down from where they were, they could see that the exhibition areas of Aston Martin and Sunseeker Yachts were crowded with people.
It was almost packed to the point where no one could get in.
Of course, with so many visitors and so many experienced sales staff, it would be strange if people were not dissatisfied.
"What's not clear?" Yang Huan asked with a smile.
Seeing such a grand occasion, he was very satisfied with the effect.
"As far as I know, other yacht companies will not let people get on their yachts easily unless they are willing to buy. Other brands will not have so many sales staff, let alone invest so many resources in customers who have no purchasing power at all. It's not cost-effective!"
She felt that Yang Huan's behavior was pure nonsense.
Just for this grand feast, he invested so much money and spent so much energy. Was it worth it?
Yang Huan shook his head and smiled. "Those luxury brands you mentioned are all trying to sell themselves by hanging themselves up high. They pretend that the higher they hang themselves, the more noble they really are. However, this also causes the distance between them and their customers to become longer."
"How many people do you think are down there now?"
Zhuang Ziqing frowned and thought for a while, "I'm afraid there are more than ten thousand people."
"Okay, let's say 10,000. Then think about it, how many of these 10,000 people use Weibo and WeChat? Or how many relatives and friends do they have? Do you think they will share their experience today with their relatives and friends, in their social circles, or online with their netizens after they go back? Will they be particularly enthusiastic about talking about everything they learned?"
When Zhuang Ziqing heard this, he immediately understood.
Everyone, whether they admit it or not, has a desire to share with others.
From national leaders to ordinary civilians, everyone has this desire.
The simplest example is that in the past, when people got together to eat, they would just chat for a while and then start eating.
But what about now?
With the popularity of Weibo and WeChat, as soon as the food is served, everyone shouts in unison: "Wait, take a photo first."
Then what?
Post on Weibo and WeChat.
Whether you are used to this practice or not, whether you are willing to accept it or not, this is the trend and it is a fact!
What Yang Huan is doing now is to stimulate their desire and give them the capital to share and show off.
At the same time, you are also treating these people as free communication media. The effect of wording from their mouths will be more convincing than from the mouths of sales staff.
After all, everyone believes in word of mouth.
When buying things on Taobao, don’t most people first choose according to the sales ranking and then read the reviews?
"Let me tell you, there are many reporters here!" Yang Huan laughed again.
Reporters come to gather information, and when they go back they report it and write commentary articles, which can easily become a topic of public discussion.
"Let me tell you one more thing. Personal experience is completely different from those cold words and numbers you see on the Internet. The former can tell you what I 'touched' with my left hand, what I 'touched' with my right hand, and what I saw in front of me when I sat in the car. But the latter is totally impossible!"
"Besides, if we were to argue about the pros and cons of a person who has personally sat in an Aston Martin sports car and a person who only knows about Ferrari and Bugatti Veyron on the Internet, who would win?"
At this point, Yang Huan laughed, "These days, if there is still anyone, any brand, who really takes itself seriously and sells itself out, then this brand will soon go bankrupt!"
"In this era, user experience is everything. Whoever is closer to the user has an advantage!"
Therefore, Yang Huan plans to continue doing this not only now, but also when the flagship store or yacht club is established in the future.
It doesn’t matter if you invest more and the cost is higher.
The most important thing is to create zero distance between the brand and customers!
What's more, this type of luxury brand has a very big profit point, which is after-sales service.
In fact, Yang Huan never expected to have a big sale in such an exhibition.
When it comes to Hai Tian Sheng Yan, the most important thing is to promote the three brands of Sunseeker Yachts, Aston Martin and Lagonda.
To truly develop the market, we still have to rely on a series of actions that follow.
For example, Aston Martin's first overseas car manufacturing plant and Sunseeker Yacht's first overseas shipbuilding center will be opened in Longhai City, and in terms of sales, it will also cooperate with the Yang Group.
Zhuang Ziqing doesn't understand business matters. Most of the Zhuang family members are government officials and none of them are engaged in business.
But after hearing Yang Huan's logical explanation, she felt that there seemed to be some truth in it.
But were these theories and ideas for the exhibition hall really all his ideas?
Zhuang Ziqing was a little skeptical.
Because they don't look like it.
At this moment, there was a sudden commotion in the exhibition area below.
Someone is here to mess things up!