Mercedes-Benz said the change of material non-odor damage to health

Last week, Mercedes-Benz China held a media conference in Beijing. Ni Kuang, President and CEO of Beijing-based Mercedes-Benz Sales & Service Co., Ltd., Li Hongpeng, Senior Executive Vice President of Network Development, and Wang Yan, Head of Public Relations and Media Communications. A series of queries during the time of Mercedes-Benz's business development in China answered questions from reporters. The questions Mercedes has encountered since last year have been asked one by one.

“We used to rely too much on the charm of the brand but did not understand the Chinese market.” Ni Hao said Mercedes-Benz will further reflect on its previous corporate strategy. Since the establishment of Beijing Mercedes-Benz Sales Service Co., Ltd., its overall sales have increased significantly. Its future will also change in terms of products, brands, sales, services, and corporate social responsibility. In 2014, it will become the "Benz first year." .

1

Domestically-imported "dual channels" do not work "We used to rely too much on the magic of the brand but did not understand the Chinese market."

Reporter: What was the goal of Ni Kuang's succession in China six months ago? What is the biggest problem of Mercedes-Benz in China at present?

Ni Hao: We are a car sales company. The first is to sell cars and satisfy customers. 2012 is not a successful year. It is a heavy lesson for Mercedes-Benz. The lesson is to pay attention to the needs of Chinese users. China is an emerging market, but it is also a mature market.

The Mercedes-Benz problem in 2012 was first and foremost the dual-channel issue of the year. Not only did it not work in China, it did not work in the world. Secondly, at the product level, the added value of products is not done well. Third, we did not really understand the Chinese market. Fourth, in terms of distribution network expansion, I admit that we are lagging behind our competitors. In short, we used to rely too much on the magic of the brand but did not understand the Chinese market.

To this end, we have measures. First of all, at the Daimler level of the group, having a representative representative of China, with the Chinese voice, this is of great significance. Second, we established a sales service company with a Chinese partner. This team still has a lot of work to do. To use the platform to sell Mercedes-Benz's excellent models, we must focus on products. We have great products. We need to consider China's needs from the product design level. We have set up new research and development in China. The team is for this purpose.

Our goal now is to emphasize more customer needs. We may not be perfect, but we will do our best. Chinese customers spend the same amount of money on Mercedes-Benz vehicles as users in other countries, so they must also receive the same treatment.

The other is the dealer's problem. For customers, their experience in 4S stores is Mercedes-Benz. Their experience is a watershed for our success. 4S shop represents the Mercedes-Benz brand, so we must continue to improve in this area. The difficulties in 2012 are the same for dealers. Therefore, we must let them understand that success is not dependent on the 127 year of the three-pointed star badge. It is on everyone now. We want to sell cars to provide everyone with undifferentiated quality. service.

The situation in 2012 is very bad. This is very difficult for all Mercedes-Benz systems. I will not blame anyone for this. Our relationship with the dealers is still very close. We are dead and we have to deal with the dealers.

Reporter: Mercedes-Benz headquarters recently established a related Chinese department. What is the significance of this department?

Ni Hao: First of all, some people think that this department is the headquarters does not trust us. I must clarify that there is no such problem. Everyone at Headquarters knows that the current problem is that everyone needs to work hard, but it is by no means distrustful.

Second, because our focus has been placed on China, we can regard this department as an ambassador of the headquarters. From Audi, he will ensure that we have a good communication with Stuttgart at the headquarters.

2

There is no "civil war" in the company

"Some people have differences in opinions, but everyone has a belief in the brand."

Reporter: Regarding the current sales situation and future plans for new products, before the Mercedes-Benz said in China that there was “proud” or “arrogant” in China, did the “celebration” of the stars and the stars more before, and the concern for sales was less? ?

Ni Hao: Our sales in June increased by 18%, and each month has increased compared to the same period last year. This is good news. But success is not our definition, it depends on customer recognition. Compared with competitors, we still fall behind. However, at the product level, the new E-Class will also be taken to the Chengdu Motor Show. There are still many cars to introduce in the future.

It will take some time for the new company to change. We are proud of our brand and proud of the efforts of our employees. Mercedes-Benz is a high-end brand, our car is expensive, which means we have to provide more value for our customers, the market has changed a lot, and changes are still in progress.

Some people say we have a civil war, but I don't think so. Some people have differences in opinions, but all people have faith in the brand and cannot allow this pride to turn into arrogance. I am insignificant. My arrival is to provide the best possible help.

Li Hongpeng: I can say responsibly that some people say that we have a civil war, but the fact that we can achieve this in only six months has proved everything.

3

Strengthen the construction and support of the network "We can only invest in new stores if we guarantee the profitability of existing stores."

Reporter: Mr. Ni Kuang has always stressed the need to sell cars. What is the goal? Is there support for investors and dealers? What is the current profitability of Mercedes-Benz dealers?

Li Hongpeng: There are currently blank cities in the Mercedes-Benz network, especially in the third and fourth-tier cities. The network layout has been listed as equally important as sales, and I am responsible for them. Last year, dealers suffered losses. We will help dealers from internal management this year to create a good external environment and reduce internal friction. For the incentives of outstanding investors, we will have more rebates. We must cultivate the feelings of distributors staying in the Mercedes-Benz system. The complaints from dealers indicate that we still have expectations. We will come up with a strategic partner support program, open up green channels, shorten the processing time, and ensure profitability in the long run.

The next step is to increase the effectiveness of dealers and ensure that existing stores are profitable before investing in new stores. Next year will be the first year of the new Mercedes.

Ni Kuang: I am not a dealer's killer. I love the partners who have paid for Mercedes. I have dealt with global distributors. They trusted us and invested a lot of money for us. What we can do is to upgrade the overall network and ensure that the same services are available everywhere. Mercedes-Benz has not easily abandoned its dealers for a long time. We need everyone. I don't want to start a war with a dealer. This is not my character. For the relatively backward dealers, I think we should help them, rather than abandon them. Their earning money also meets the original intention of our Mercedes-Benz team.

4

In June, sales of more than 20,000 vehicles were related to Mercedes-Benz's replacement of floor materials and comfort. There was no health and safety involved.

Reporter: How many cars were sold in the second quarter?

Ni Hao: Sales exceeded 20,000 in June. After the new company was established, sales increased by 10%.

Reporter: How do you look at the issue of excessive Mercedes-Benz price cuts?

Wang Yan: Our price is competitive, but not every time we can convince our customers. This requires the whole company to work hard and needs collective to ensure the value of the car. We can't control it with instructions. After all, at the terminal, the price is determined by the buyer and the seller, but we will still try to improve.

Reporter: Before there was rumors that Mercedes-Benz PR was investigated. What is the specific situation?

Wang Yan: Our company has internal investigations. It is in the form of an independent investigation. I have no way to comment on this kind of investigation by my position, and the relevant results will be announced later. As the person in charge of the public relations department, all Daimler suppliers are required to provide relevant evidence. The survey on the integration of the new situation is whether the media souvenirs provided by the company comply with the internal regulations of Daimler.

Reporter: What is the air quality problem in Mercedes-Benz? I heard that the floor material is being replaced. Is it true?

Ni Hao: This is a fact. It is part of our after-sales service. It is related to comfort, but it does not involve health and safety. For these customers we provide carpet replacement and interior cleaning, and we also hope to solve these users' problems.