Shanghai GM may not have the best products, but it definitely has top-notch marketing planners. At the time when Sail was listed on the market, the "worse" that caused consumers to hold on to more than six months of purchase became a classic example of product marketing.
This year, Shanghai GM once again demonstrated its outstanding marketing capabilities in its two new models: Regal and Excelle. In particular, the listing of Excelle, from the earliest disclosure of the production of mid-range cars to the wind, to the Shanghai auto show machine "mysterious" debut, and then to announce the price, first push two luxury models, the market is only a prototype and a small number of goods vehicles Excelle drew the market's appetite in the past six months. Even when the Excelle was officially listed in volume, it was in short supply, and it was necessary to line up or increase the price by more than RMB10,000 to mention the current car, and it became a rare hot car in the auto market this year.
Excelle’s marketing plan successfully guided consumers’ eyeballs at the rhythm and became another marketing paradigm after Sail.