Chapter 1606 [The once glorious BBA is now a thing of the past]

There was no sudden event to grab the heat at Xingyu Technology's autumn new energy vehicle launch conference, which also made the heat of the new product after the launch dominate the hot search for a long time and received the most traffic attention.

And there is a feature that makes many friendly companies envious and jealous. Most of the car owners who bought N series or U series cars will become wild salesmen to recommend this model to their friends.

Data shows that more than one-third of new car owners bought their cars through friends' introductions, or their friends' suggestions had a great influence on their car purchases.

On the one hand, the product itself conquered consumer customers, and on the other hand, the car owner recommended it to his friends. After success, he can get a large amount of points, up to 20,000 points, 1 point equals 1 RMB.

It is equivalent to subsidizing the car owner by 20,000 yuan, so he naturally has the motivation to become a wild salesman. After getting the points, he can directly redeem products in Xingyu Technology's points mall, such as laptops, MIX headsets, STAR smartphones and other products.

Now it is not only many bosses who are changing cars, but also many entertainment stars, big internet celebrities, etc. are changing cars.

Celebrities basically buy million-level A-series or R-series cars, and once they get their cars, some celebrities can't help but show off their cars' advanced technological elements and driving experience online.

People who don't know think that Xingyu Technology has found a certain celebrity to endorse it, but in fact, Xingyu Technology has never found any celebrity to endorse it, whether it is a smartphone, a smart head display, or a laptop, etc., all its products have never been endorsed by celebrities from beginning to end.

On the one hand, Xingyu Technology's current popularity does not need to find any celebrity endorsements to increase its popularity. On the contrary, if a celebrity is invited to endorse it, it is the celebrity who is eating Xingyu Technology's traffic exposure. Now there are a lot of celebrities who are very happy to endorse even if they don't want any endorsement fees.

On the other hand, it's even simpler. The main concern is the risk of celebrity collapse. It's easier not to find a celebrity endorsement.

If you want to say that there is an endorsement celebrity, it's not that there is no such thing, that is "Xiao Ling", a virtual idol created by Matrix Quantum. Xiao Ling will never have to worry about collapse.

However, it is worth mentioning that after Qin Feng learned that the first well-known movie star had ordered an SCA car, he personally came out to deliver the car, which was considered to be a face-giving and win-win situation for both parties.

Having a star buy a car is considered a free endorsement, which is always good.

And even if this star collapses one day in the future, it will not have any negative impact on the brand of Xingyu Technology. He only needs to attend the delivery process.

Having a technology giant like Qin Feng personally come out to deliver the car, the star also has face.

After that, Qin Feng made a new arrangement. As long as a celebrity buys a new energy vehicle from Xingyu Technology, he will be notified and come out to hold a delivery ceremony.

If you give face to the first star, then you have to give it to everyone, or don’t give it to anyone, otherwise it is very likely that no other star will buy a car later.

Because celebrities also have pressure. If Qin Feng doesn't attend the delivery when they buy a car by themselves, and someone finds out when driving the car in the future, it is inevitable that fans or haters will say that your reputation is not as good as that of a certain celebrity, because Qin Feng personally delivers the car, but you don't have this treatment. It is obvious that your status is not as good as that of a certain celebrity.

Obviously, Qin Feng also understands that celebrities who want to buy a car can place an order with confidence, and face will definitely be given.

Xingyu Technology may not be interested in one or two big stars, even if they are superstars, but if there are a lot of well-known stars, it is still worth paying attention to, and the boost to product sales cannot be underestimated.

In the next half month, more than a dozen well-known entertainment celebrities came to pick up cars, either well-known singers or well-known movie stars. Some bought SCA, some bought SCR, and one star bought a top-end version of more than 5 million.

And Qin Feng also has an extra job, which is to give face. When all the stars pick up their cars, he comes out to deliver and take photos.

…

It’s the weekend of October 25.

“The auto industry has been very hot these days, and the price war has already started. The BBA series cars finally couldn’t stand it anymore and started to cut prices significantly.” Tian Jiayi was talking to Fang Hong about this.

She continued, “For example, the official guide prices of the Mercedes-Benz C260, Mercedes-Benz GLC and BMW 5 Series are 334,800 yuan, 427,800 yuan and 439,900 yuan respectively. Currently, the prices of the two Mercedes-Benz models, C260 and GLC, have dropped to around 200,000 yuan and 300,000 yuan respectively, and the BMW 5 Series models have also been quoted by dealers at 339,900 yuan.”

Almost all BBA series brand models have been slashed in price, including the Mercedes-Benz C200 launched in 2018, which has dropped by almost 40%.

Fang Hong smiled and said: "It is becoming less and less meaningful to buy BBA for a brand. The majority of car owners and consumers pay more attention to configuration and comfort. Besides, for the sake of brand, Xingyu Technology's current brand is not bad at all, and it is even a level higher."

If we really talk about brand value, Mercedes-Benz's current brand value is 55 billion US dollars, BMW's is 40 billion US dollars, Audi's is 12.7 billion US dollars, and Xingyu Technology's current brand value is as high as 645 billion US dollars. The combined value of the three BBA brands is still beaten by Xingyu Technology, which is already an order of magnitude difference.

Okay, this comparison may be a bit bullying. After all, Xingyu Technology started out as a smartphone manufacturer. It already has three phenomenal super products, supporting a brand value of more than 600 billion US dollars.

Assuming that the new energy vehicle department of Xingyu Technology is taken out separately, it can also get a brand value of 129 billion US dollars according to the proportion of revenue, which is still higher than the three major brands of BBA combined.

At this time, Tian Jiayi smiled and said: "In the current Internet wave, the sentence 'If you don't work hard, you can only drive BBA!' has caused heated discussions on the Internet. The times have really changed."

Recently, the price of BBA has jumped down like a diving athlete, and the drop is so large that it is astonishing.

It is this wave of big price cuts that BBA has finally snatched some of Xingyu Technology's popularity in the car circle. Now the price reduction of BBA has become a hot topic in the market. The price reduction of more than 100,000 yuan has swept the car market like a storm, and the price of some popular models of naked cars has been cut in half.

Does BBA really want to drop prices so much? No, they know they are going to be finished.

But this price drop also makes people sigh that the luxury cars of the past seem to be within reach now.

But when it is really within reach, not only does it not have the same style as before, but people don’t want to buy it even if they can afford it, because there are better ones. Xingyu Technology’s cars are full of style, configuration, comfort, and after-sales service.

Why did the BBA series cars drop in price so drastically? Just look at their revenue situation.

From January to September this year, the three brands of BBA series cars and revenues in the first three quarters fell sharply in a step-by-step manner. BMW’s sales in the Greater China market fell by -48%, basically halved, and global revenue shrank by -27% year-on-year. The profit was like a stone hanging on the edge of a cliff, falling by -52%, directly crossing the halving line.

Mercedes-Benz was also not spared. During the same period, its sales in the Greater China market were -53%, directly halved, and its global revenue and profit both fell, reaching -31% and -55% respectively.

Audi is relatively better. Its sales in the Greater China market still dropped sharply by -31% during the same period, but its global revenue was like a ship caught in a storm. Mercedes-Benz and BMW still managed to hold up in the global market, but Audi was directly dragged down in the global market. Its overall performance was actually as miserable as that of Mercedes-Benz and BMW. Its profit was even more like being swallowed by huge waves. Audi's profit dropped sharply by -67.7% year-on-year. This is not a halving but a direct swallowing of two-thirds.

If we really want to compare the misery, Audi, which has a smaller decline in the Greater China market, is the worst among the BBAs. The brand value of US$12.7 billion can also give us a glimpse of the situation.

The once glorious BBAs are now a thing of the past.

…