Jointly Rio Tinto Market Mercedes-Benz China's New Office

On the evening of the 15th, in the executive bar on the top floor of Holiday Inn Chengdu, wearing a striped T-shirt, Qiangqiang put down his beer glass and played a table football game with his German colleagues. The look was relaxed and it was not like that. Executive vice president of marketing and sales of Beijing Benz.

Even at the 1800-square-meter booth on the next day at the Chengdu Auto Show, the Mercedes-Benz E300 L, the payment still did not show any credence, and the rumors on the Internet that “Mercedes-Benz China fully took over the sales of the Beijing-based Mercedes-Benz market” did not break.

"After effective integration of resources between the two sides, we will concentrate more on facing the entire market; Mercedes-Benz needs to continuously introduce products into the Chinese market and further expand its product line, all of which require us to use existing resources to achieve this goal. Next, I think the integration of the two sides is an inevitable choice, and it is the only choice." Fu Qiang said that Beijing and Mercedes-Benz China began to think together about the same issue.

The “Deep Throat” farce from Fu Qiang took over as the Executive Vice President of Marketing and Sales of Beijing Benz at the beginning of the season. The rumors on the Internet have never stopped. The ups and downs of the plot are no less than a soap opera.

The rumors of re-election lasting less than 4 months have risen from Weibo and there have been no signs of it. With the sudden departure of Zhang Xin, the vice president of Beiqi, no one can judge the truth at the moment. Two months ago, the self-proclaimed “deep-throat” mystery person sent an anonymous message that blamed Fu Qiang’s poor performance on several media: “The two strokes that were imposed after Fu Qiang’s arrival at Beijing’s Mercedes-Benz’s “Jama Mawei” all failed, and in this way The failure caused Fu Qiang to face the Mercedes dealers and face the Mercedes dealers."

Even though Xu Qiyi, chairman of Beijing Automobile Group soon, clarified that Qiang Qiang will be slashed power, he publicly stated that “in the future, things about Mercedes-Benz can be directly paid for.” This means that the latter is a sales of 300,000 to Mercedes-Benz in China in 2015. Cars are a key figure in this goal. However, Weibo still started to stage the latest story.

"Benz China finally got its wish to win Beijing Mercedes. From September 1st, Mercedes-Benz China took over Beijing Benz's market sales business. Beiben's staff also assigned to Mercedes-Benz China. All sales policies are made by Mercedes-Benz China. The announcement means that Beijing Benz has actually raised his hand and surrendered. At the dealers' conference, the Vice President Fu Qiang of Bei Ben was still delivering greetings, and he did not know whether he felt sad and sour in his heart." Weibo, which was issued in the name of Weibo, also stated that “Benz China forced dealers to re-sign purchases and retail targets for September-December, and after 4 months of purchase and retail targets more than in the previous 8 months, forcing dealers to Hoard domestic vehicle inventory."

Interest disputes rumors obviously exaggerated the confusion of the Mercedes-Benz integration situation.

“Because of well-known structural adjustments, Mercedes-Benz’s policy of communicating to distributors is not clear enough, but the sales pressure is the same for every brand.” A dealership management told Times Weekly that the information posted online anonymously is not true. In his view, when the interests of the joint ventures are streamlined, this integration will be beneficial to dealerships.

Unlike its major rivals Audi and BMW, their imported and domestic models in China achieved early management integration. When FAW-Volkswagen Audi sales division was established at the beginning to manage the domestic and import business, Brilliance directly waived the fight for rights and handed over the German side to dominate the overall situation. The Mercedes-Benz China and Beijing Mercedes-Benz have been divided and ruled by the model, once the Sino-German shareholder contradictions between the two sides, the former led the import model to promote sales more than once to Beijing's new Mercedes-Benz models pulled into the price quagmire. Due to the same dreams of shareholders, the joint venture company has barely tasted the taste of success until last year it was difficult to make profits.

Xu Heyi did not plan to be disrupted by this situation in his plan to build Beijing-Benz into the most profitable subsidiary of the group. He began to recruit marketing experts like Fu Qiang from a year ago, and at the same time coordinated import and domestic channels. The fight with Daimler Northeast Asia chairman Hua Lixin started negotiations. Even so, Fu Qiang, who took over the marketing power, is still struggling to implement changes, sources told reporters.

"From the Mercedes-Benz China, dealers group, and even Beijing Benz internal complex interests of competition has led to this dilemma." The aforementioned person said that the dealership approval, the distribution of hot models of resources are enough to provoke contradictions.

The farce ended on the 16th of this month. At the Mercedes-Benz booth at Hall 7 of the Shanghai Convention and Exhibition Center, Haobo and Fu Qiang, Executive Vice President of Sales and Marketing of Mercedes-Benz (China) Sales Co., Ltd., stood on both sides of the SLK sports car spokesman Fan Bingbing. The domestic E300L and imported convertible sports cars, Beiqi Group and Mercedes-Benz are regarded as the symbol of the shareholders have shaken hands.

“Now is a good opportunity. We hope to further in-depth cooperation between the best talents and the best resources of Mercedes-Benz China and Beijing Benz. At present, the cooperation plans of the two sides have made new progress.” Said, "On the sales level, the two sides have formed an integrated state; in addition, the regional manager's job functions have also achieved further integration, they will be as far as possible to achieve the coordination of the integration of imported cars and domestic car sales."

"The integration of the two sides is an inevitable choice, and it is the only choice." In Fu Qiang's view, Beijing Benz and Mercedes-Benz China have begun to think together about the same issue.

In the first eight months of this year, Mercedes-Benz continued to maintain steady growth, accumulating nearly 123,590 vehicles in mainland China, an increase of nearly 41% year-on-year. The domestic long-wheelbase E-class sedan sales in August increased by 287% year-on-year, and the new-generation C-Class sedan sales also increased by 15.3% in August.

However, Fu Qiang and the Mercedes-Benz team in the integration still have to face the daunting standards established by their opponents in China.

In August, the Audi China market (including Hong Kong) sold 28,068 units, up 25.5% from 22,358 units in the same period of last year. The cumulative sales in the first 8 months increased by 28.6% from 15,2782 units in the same period of last year to 19,653 vehicles. They also planned to put this year The sales volume of 280,000 vehicles is expected to increase to 300,000.