In the buying and selling of second-hand imported cars, Mars gradually found that it is necessary to have its own brand if it wants to do the automobile industry in China for a long time. After some efforts, she applied for the agency of Audi and Porsche and set up a company. Brand gradually shows its advantages and strength in the market competition, and brand-name cars are favored by customers, with strong sales and prosperous business. Mars also changed from a layman to a sales expert.
In the second half of 2003, BMW decided to expand its service network in the China market and choose an agent. Li Ying made a bold decision: to take part in the competition. This seems difficult for ordinary people to understand, because it requires risk and sacrifice. At that time, the company's business scope involved investment management and investment consulting in information industry, automobile industry, commerce and real estate industry, with an annual profit of tens of millions of yuan. Mars is the executive director and legal representative of the Company. In order to win the agency right of BMW, Mars gave up Bradley and sold it to others in the family. The 4,000-square-meter car exhibition hall with a monthly rent of several hundred thousand yuan has also been vacant for half a year, waiting for an audit reply. Li Ying is determined to put all her eggs in one basket and won't stop until she reaches her goal. At that time, more than 2000 dealers participated in the competition. This is a positive contest of comprehensive strength. Without sufficient reserve funds and bank deposit certificates, good exhibition halls, deep understanding of BMW brand and a set of superior marketing strategies, it is difficult to win in the competition. It is in these respects that Li Ying shows her advantages. Mars's unique self-confident personality and cultural temperament have been recognized by BMW. In the subsequent inspection, the strong financial strength and the land-saving storefront venue were appreciated by the other party. This made Mars's "Baby Treasure" stand out among the six dealers who finally got their wish. The first one was authorized to open in Beijing on April 17, 2004.
It is impossible to understand Mars's choice only from the perspective of making money. Indeed, Mars likes BMW, the best brand in her mind. But she not only likes the car itself, but also values the label of BMW dealer identity and the social platform it creates. She regards senior white-collar workers, gold collars and celebrities who own BMW cars now and in the future as intangible assets for other occupations in the future. She wants to integrate and sublimate this interpersonal resource with the resources of the whole China business group, and become the best agent of BMW in China. Under the auspices of Britain, the service of "Treasure of Britain" is first-class, with tireless questions, one-stop service, high-quality after-sales maintenance and so on. They did what others did. The uniqueness of "the treasure of surplus" lies in that it not only embodies "the customer is God", but also embodies "the customer is a friend". The BMW Club established by Yingzhibao often organizes various cultural exchanges and networking activities, and builds a communication platform for BMW owners. In particular, the establishment of golf teams and the organization of golf tournaments every month are more popular with car owners. In these activities, Mars will lose money instead of making money. But Li Ying made many friends. Good word-of-mouth and mutual recommendation among friends have formed the snowball effect of "the treasure of profit". Don't underestimate it, there is a deep way to make a profit.
The opening of "Treasure of Britain" coincides with the downturn of China auto market and the unsatisfactory sales of BMW. After struggling with the "cold current", the balance of payments was maintained in 2004. This year, the auto market has picked up, the number of "British treasures" has surged, and BMW's sales are booming every quarter. Among the 45 BMW dealers in China, Yingzhibao is small in scale, but its sales volume is always among the best. In the North District including Beijing, Tianjin, Northeast China and North China, "Baby Treasure" accounted for five of the 10 film sales for three consecutive months. Founded just one year ago, Yingzhibao is the first company in Beijing to pass BMW's global quality certification system, and also won the title of "the most prestigious automobile dealer in China", which is the only enterprise among BMW agents to win this honor.
While making a good brand, Mars made her "cake" with extraordinary investment courage. One of the largest four-in-one franchised service centers of BMW brand in the new store Wangjing Store of Baby Treasure in Asia, with an area of 654.38+0.5 million square meters, is under intensive construction. The total investment exceeds 1 100 million yuan. It is expected to be put into use in early 2006. It can be predicted that by then, the "treasure of profit" will be even more powerful and take off in the vast sky of automobile sales.