The turnover of the head of the company often leads to great fluctuations in business ideas and personnel. Wu Jiabi fully agrees with the predecessor Dr. Dai Lei's marketing and sales strategy. She made it clear that we will not change the future direction and strategy of China's business.
She is a veteran in the automotive field with 22 years of experience, including 8 years in BMW China, witnessing the growth of luxury cars in China, and more understanding of the joint venture; then working at Infiniti Hong Kong headquarters In the past two years, I have learned a lot about the Chinese market. Wu Jiabi, 48, is very capable. She took over the similarity of her resume, Dai Lei, who served as the general manager of Dongfeng Infiniti for one month, and has gone all out to work.
Ms. Wu Jiabi sat down and immediately said to the mountain that I have been doing three things since I took office: First, I am familiar with the team and determined the focus of this year's work. Second, the media is an important partner of Dongfeng Infiniti. I want to know more media friends. Listen to your suggestions; Third, communicate with dealers in depth.
The next day she will leave for Hainan to attend the Infiniti National Distributors Conference. She said that we are committed to achieving win-win results with our distributor partners, listening to their opinions through conference communication and helping dealers improve their profitability.
In 2015, China's luxury car market dropped by 5%, while Infiniti's sales exceeded 40,000, an increase of 34% year-on-year, ranking first in the second camp of luxury cars.
In view of the shortcomings of the current luxury car market in China, such as the high sales expectations of manufacturers, the decline in brand promotion, the loss of dealers and the confusion of the overall price system. Wu Jiabi said: Last year, our sales in the Chinese market increased very rapidly, and in January this year, it also achieved a good start. We really expect to do better and better in China. But we also know that the focus at this stage is still to do basic work. I hope to implement the established plan in depth through the process management. We must lay a solid foundation before we can achieve long-term growth, so now we are not blindly pursuing excessive growth targets.
Several media people have confirmed that Infiniti has laid a good foundation in brand communication, and its popularity has gradually improved. It should be adhered to in this regard. In the future, brand activities and products should be better combined to let more people understand the performance and design features of Infiniti's entire line of products.
Wu Jiabi responded: We want to continue brand promotion, and hope that Infiniti's “Dare·Love†culture can be launched in the Chinese market, and it is well integrated with Chinese culture and mainstream values, rooted in the hearts of consumers; we are promoting in China. The brand concept of “Dare·Loveâ€, in which “Courage to Do†is also in line with the current “innovation and entrepreneurship†in China, not only supports the global positioning of Infiniti’s “most emotional luxury car brandâ€, but also integrates well. Chinese culture is in line with the psychological needs of the current high-end consumer groups. Once the brand is shaped, it will also gain the trust of the media, dealers and customers in Infiniti.
The Chinese market is changing very fast, with opportunities and challenges. We will not change our implementation in a timely manner, but will adjust our strategy in a timely manner to cope with market changes. When we do all of this, we believe that sales will continue to increase.
We recommend: First, focus on the Infiniti brand building under the leadership of the Chinese team; second, brand promotion should be combined with product experience; third, fine-tune the Chinese luxury car market, including potential cities such as Shenzhen, Chongqing, and Chengdu.
Wu Jiabi said: Thank you very much for your pertinent advice. Infiniti's team in China has found a better way to promote the brand. Infiniti's brand promotion in China is carried out in a relatively independent state, and is not exactly the same as branding in the world. The two are carried out in parallel.
Ms. Wu Jiabi said: Infiniti has a good foundation in the Chinese market. My important job in the future is to continue to lay a solid foundation and achieve better results. At the same time, we also attach great importance to the dissemination of product power, such as product safety and reliability. We strive to achieve a balance between technical safety promotion and branding. At this point, Dongfeng Infiniti shareholders have a strong consensus.
Finally, Wu Jiabi said that as a young brand, we can really learn a lot from the ABB brand. A luxury car brand should have three core elements: products, brands and people. If you can do these three big things, I firmly believe that sales and profit will have a natural and natural effect.
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