Landu Central China： Facing difficulties, showing ambition

Year-end sprint period

The majority of cadres and employees of Dongfeng Company

Biting the target

A sense of urgency and crisis

Go all out to do all the work

Let’s learn about it together today.

Lantuhua Central District Marketing Soldiers

The story of competing for the market

Lantu Central China covers Henan, Anhui and Jiangxi provinces, with a total of 12 directly-operated stores. In 2023, with the joint efforts of the region and all marketing soldiers, the sales volume exceeded the target for 6 consecutive months, and the single store combat power was close to 50 units per month. Among them, Zhengzhou, a key city, has ranked TOP2 in Lantu’s national store sales for 6 consecutive months this year, and Zhengzhou’s full-function center stores have ranked first in the country in sales for several months.

In the face of objective conditions such as weak foundation, thin foundation, and low regional market volume, the Lantu Central China team is united, facing difficulties, and firmly believes that it is man-made. In the face of the goal of Lantu’s monthly sales of 10,000 vehicles in December, the marketing team of Central China is high-spirited and vows to make the proportion of sales borne by the region reach a new high.

Deepen market opportunities

Develop marketing strategies based on local conditions

Compared with the coastal and first-tier cities, the acceptance of new energy in Henan, Anhui and Jiangxi provinces in Central China is relatively low. However, in the eyes of Cao Bingbing, general manager of Landu Central China Region, there is great economic potential here, and the sales of new energy vehicles contain huge growth space.

From the first day on the job, Cao Bingbing secretly set goals for himself – not to give up until the goal is reached, and not to leave himself a way out. "The team is determined that within Landscape, the absolute number of sales and the completion rate should strive to be upstream; in the external market, the market share should catch up with the competing products," Cao Bingbing said.

▲ Lantu Hefei Swan Lake Wanda Store organizes the New Lantu Dreamer and the New Lantu FREE two-car tasting session

Achieving the goal requires not only the determination and tenacious fighting spirit of the team, but also effective methods and firm execution. In terms of marketing methods, Lantuhua Central Region takes the marketing syllogism as a guide and formulates marketing plans according to local conditions for each city market, crowd, channel, etc.

At the beginning of this year, in response to the problem that the Lantu brand is not well-known enough in the Zhengzhou market, the marketing team in Central China focuses on the life and work circle of the insurance customer, as well as the gathering place of the model user portrait, and promotes the accurate exposure of vehicles through the same customers, different products, etc. offline; Online through low-cost resource exchange, topic manufacturing and event marketing, combined with offline activities to attract users to the store, and gradually promote the online of offline activities.

"The next month, the traffic counting of entering the store naturally doubled. We combined with in-depth test drives to strengthen the product experience, so as to bring about explosive growth in orders." Cao Bingbing introduced.

Zhengzhou Full Function Center Store is the best direct-operated store in Central China. The store is located in the middle of Zhengzhou’s East Third Ring Road and East Fourth Ring Road, only 5 kilometers away from Zhengzhou East Railway Station. It is surrounded by large logistics markets, automobile parks, and talent markets. Most of the customers entering the store are small business owners and working families.

With the increasing brand volume of Lantu, Wang Penghui, the manager of Zhengzhou Full Function Center Store, has felt the obvious difference: the traffic counting of the exhibition hall has increased significantly, there are more customers calling for consultation, and there are more customers with natural drainage. The rhythm of after-sales work is also faster and more tense.

▲ Lantu Zhengzhou full-function center store Mate launches night test drive service

Under the guidance of Central China, this year, Zhengzhou full-function center store actively "going out", in the promotion of Mate business capabilities, do a good job in customer reception at the same time, expand more clues to the outside, effective extension and resource exchange, looking for more intention customers, the establishment of various types of the same customers, different products.

"Based on the surrounding business circles, such as tea market, building materials market, home furnishing market, etc., we actively visit merchants, establish contact with market management, and increase the goodwill of potential customers by distributing vehicle promotion color pages, souvenirs, etc." Wang Penghui said that Mates will drive test cars to nearby parks, squares and other crowd-gathering areas after get off work, put out cold brewed tea, blind boxes, and car books, attract potential customers to inquire, invite test drives in time, increase "customer retention", and create more opportunities for their own sales performance.

Different from the location of Zhengzhou Full-function Center Store, Lantu Hefei Swan Lake Wanda Store is located in Hefei Government and Cultural New District, surrounded by high-end office buildings and residential areas. It is a prosperous area that integrates catering, leisure, transportation, shopping, business and finance. Residents have high tastes and pursuits in life, leisure and entertainment.

The listing of New Landscape FREE and New Landscape Dreamer is very helpful to the sales of Hefei Swan Lake Wanda Store. The store combines offline fashion trends to widely develop the same customers, different products.

"For example, Garden Expo Park, a new tourist attraction in Hefei, has become the Internet celebrity clock in Hefei. We cooperate with Garden Expo Park to do different industry outreach in the scenic spot, improve brand exposure, and attract many potential customers." In addition, the store manager Ge Jie introduced that the team does not miss any small car show. After each car show, there will be a certain amount of turnover.

Hefei Swan Lake Wanda Store has a total of 11 Mates, who are all part-time internal trainers combined with their personal directors. In today’s increasingly fierce competition, Mates will also learn about competing products and provide comparative explanations when introducing them to customers to help them better understand products and brands.

Impress customers with sincerity

Create brand reputation with extreme service

The work of the region focuses on the rhythm of marketing. After the branding impression is improved, the Lantu Central China team adjusts the marketing actions in a timely manner, pays attention to word-of-mouth and circle marketing, and carries out regular customer pick-up station services, fleet services, etc. to enhance reputation and loyalty, to ensure that orders continue to grow.

In order to ensure the marketing implementation, Cao Bingbing conducts closed-loop management with the spirit of nailing nails. Grab a city, store, stare at an action, lead a sales, and insist on not leaving or letting go if it is not in place.

Zhengzhou full-function center store will strengthen customer experience as the top priority of sales work. Taking advantage of the long-term characteristics of customers staying in the store, Mate will do the basic work such as car viewing process, product experience, and service quality to the extreme, creating conditions for customers to retain capital and re-invite.

▲ Landu Central China staff explain the model configuration to customers

"Every time a customer enters the store, everyone seizes the opportunity to explain the brand, model, etc. in detail, while understanding the customer’s car purchase needs, and accurately outputs the selling points according to the customer’s car use scenario, actively invites customers to test drive experience, and encourages customers who are willing to buy to shorten the replacement cycle." Wang Penghui introduced.

Liu Jingang is the acting director of the Zhengzhou full-function center store. In November, he won the sales title of the store with 8 deliveries and 7 large quantities. This summer, Liu Jingang received a customer from Xinzheng, Mr. Du. Mr. Du was hesitant between Lantu Dreamer and another MVP of a joint venture high-end new energy brand. He has driven it back and forth seven or eight times, and has also paid a deposit on the competing side. But Liu Jingang did not give up the opportunity to "plant grass" for customers in terms of vehicle power and safety. Whether it is store-side activities or festivals, he does not forget to send considerate greetings to customers. " No matter whether the customer chooses Lantu in the end, we must do a good job of service and have a good impression of Lantu. Even if we change cars and recommend friends to buy cars in the future, Lantu will become the object of consideration for customers. "Liu Jingang’s insistence was exchanged for an unexpected result – Mr. Du withdrew from the competing car and chose Lantu.

When picking up the car, Mr. Du said to Liu Jingang, "When I was torn, if they could make a phone call or visit me once, I would place an order, but unfortunately not until you came to visit me in your car. This sincerity is touching."

More and more customers are impressed by the excellent quality of Lantu and the sincere service of Mate. In fact, after becoming Lantu owners, many regular customers spontaneously become Lantu recommendation officers because of their good car experience and meticulous service. This is how Lantu conquers customers with strength and thrives in the word of mouth of customers.

▲ Lantu Hefei Swan Lake Wanda Store launched owner activities

With reliable professional ability and considerate and meticulous service, it has become the consensus of the marketing soldiers in Lantuhua Central Region to help improve brand reputation and sales. With the excellent work in these two aspects, Lu Yanru, the director of Hefei Swan Lake Wanda Store, has won four sales titles in the store this year.

The day after the launch of the Lantu Chasing Light PHEV, Lu Yanru successfully won the first order for the model. "The customer is a Lantu iron fan who works in a foreign car company and recognizes Lantu very much. When he bought the first Lantu FREE, he was full of praise for the workmanship, materials and driving experience of Lantu, and anticipated that Lantu will get better and better in the later stage." Lu Yanru recalled that not long ago, the customer just upgraded his old Lantu FREE to a new model. As soon as the Chasing Light PHEV was listed, he purchased an additional four-wheel drive standard version for his lover, and the whole family drove Lantu together.

Along with the increase in sales, there is also the income of the Mates. The store has set up incentive mechanisms and reward policies to drive the sales atmosphere and maintain the sales rhythm. "Next, we need to do a better job of the supervisor, do the sales of the team, and strive to get a’big red envelope ‘by the end of the year." In December, Lu Yan was full of fighting spirit.

Gather strength through unity

Go all out to fight the December goal

Landu Central China always pays attention to creating a team atmosphere. In terms of the marketing rhythm of the whole month, the region advocates a tight start at the beginning of the month and a loose end at the end of the month, and locks in the target 3 weeks in advance to ensure that the mentality at the end of the month is relaxed and the actions are not deformed.

In terms of pressure transmission and action execution, Lantuhua Central Region adopts "sandwich biscuit" management, and your mileage may vary and change from time to time to guide and check the mentality and actions of the region, store manager, and sales.

From January to November this year, the Zhengzhou full-featured center store sold 312 vehicles, which doubled the monthly sales of each Mate compared to last year.

▲ Lantu Central China launched live broadcast marketing

In Wang Penghui’s opinion, the current achievements are first and foremost due to the stability of the team members. In the store, more than 85% of Mate have been working for more than one year. Everyone is familiar with the brand, products, and customer reception process. They are very professional in all aspects of work, and it is easier to win the trust of customers. Secondly, it is a good team atmosphere. Mate is tolerant and helpful to each other, and is united in order to achieve sales goals. "Justice and fairness are the basic principles of the operation of this team. Everyone is willing to believe in themselves and the team. Here, everyone has a sense of identity, pride in the brand, and belonging to the team. They can find a sense of gain and achievement from it, so as to release more energy in sales work." Wang Penghui introduced.

Stable personnel, unity and cooperation are also the magic weapon of Hefei Swan Lake Wanda Store. Every time a customer enters the store, Mate collaborates with each other, product introduction, test drive, policy explanation… With tacit cooperation to improve service quality and efficiency, the team performance is obvious, and it has now become the highest-selling direct-operated store in Hefei.

In December, Lantu’s car sales sprinted to 10,000 vehicles. Hefei Swan Lake Wanda Store has carefully decomposed the path to achieving the goal of the month, and formulated corresponding strategies for different types of customers. For example, customers in the leasing and tourism industries are negotiated and approached by special personnel; corporate car buyers are provided with gifts or car support at the annual meeting of the company in exchange for car purchase channels and resources; for individual customers, by carrying out guarantee marketing, participating in car shows, dealing with legacy clues, etc., to increase order volume.

"The sales target for December is’there is surplus food in hand, and there is no panic in the heart. ‘The vehicle production has started double shifts, and the output can keep up with the market demand, so delivery is naturally not a problem. Just like climbing a mountain, we have already crossed the halfway side of the mountain. As long as everyone works together, has a clear goal, and does everything possible to increase sales, we will definitely be able to reach the top of the mountain." Wang Penghui said confidently.

Text: Zhou Huiming, Zhou Xiaofeng

Editor: Long, Fei Review: Xue Xingbing

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