Since Airstream entered China in March 2013, although sales have increased year by year, it has been tepid. As a caravan symbol and an American cultural symbol, the brand is in such a situation in China. The reason is the market? policy? culture?
The first shot of Qingfeng RV
March 20, 2013, snow, the spring snow is beautiful. Breeze RV 23FB International’s first “T-stage show” at the exhibition is also in full swing preparations.
Qingfeng RV 23FB International is the largest and most American-style model among the first batch of five models introduced by the Qingfeng RV brand in China. The body with metallic luster, exposed rivets, and elegant shape all bring a huge impact to the newly emerging domestic RV market. During the three-day exhibition, there was an endless stream of visitors, but the sales volume did not grow as expected. According to the sales experience of passenger cars, this is very abnormal.
The snow in spring is beautiful, but it quickly melts into a puddle of muddy water in the sun.
The emperor’s daughter is also worried about marrying
As the Rolls-Royce of cars and the Harley of motorcycles, Qingfeng RV, a famous brand with a protagonist aura since its birth, had a tepid first battle in China. It is said that the emperor’s daughter is not worried about getting married. 23FB International, as the eldest daughter of Qingfeng RV in China, cannot get married. Is it a sign that I am not long enough, or the uncles are too picky. After a series of collation and discussion of the feedback from the guest officials, the sisters concluded the following two points:
From the price point of view. The measurements of Qingfeng RV 23FB International are 7.24 meters in length, 2.44 meters in width and 2.82 meters in height. But the girl is beautiful, and the dowry will not be low – 1.088 million yuan.
The price of 1.088 million yuan is definitely considered a high level in the type of towed caravan. The Jayco-Park 23RLSW, which is also imported from the United States, is larger than the Qingfeng RV 23FB International, and the price is only 318,000 yuan; the domestically produced Zhongtian-Tianbao trailer is about the same size, and the price is only 238,000 yuan.
23FB International The curb weight of this vehicle is 2180kg, and the rated total mass is 2722kg. To tow such a trailer requires a larger off-road vehicle (for example: Infiniti QX80 displacement 5.6L, Land Rover Discovery 4 3.0T, etc.) or large Displacement pickup trucks (for example: Ford Raptor F150 6.2L, Toyota Tundra 5.7L, etc.), but the former of these models are relatively high-end cars, while the latter basically appear as pure play cars in China. This is tantamount to virtually setting a threshold for buyers of Qingfeng RVs.
However, ordinary European trailers only need family-grade passenger cars like Golf and RAV4 to be towed. From the point of view of usage habits. Chinese people like to form a group when they travel, or invite friends to play, and they also enjoy the fun together. In this way, the requirements for the RV are naturally as big as possible, and it must meet various needs such as sleeping for three or five people, meals for five or six people, and entertainment for seven or eight people. The space of Qingfeng RV 23FB International has been utilized to the extreme. The miniature space is used as a storage compartment, a dining area with a variable bed, and even a luxurious big bed (60*75 inches, about 1.52*1.91 meters) in a RV. a complex pose. However, the general public does not buy this kind of design concept that has lost both heart and kidney. It is a waste of a good space, so it would be nice to put it in the living room!
Let’s talk about the kitchen of Qingfeng RV 23FBInternational. Ovens, microwave ovens, gas stoves, range hoods, smoke alarms, and gas alarms are all available. But if you really cook a Chinese-style meal in the car, it is likely that the lingering fragrance will linger for three days. Americans generally cook or fry, and the kitchen is also designed based on the American lifestyle. Compared with many RV manufacturers in China, the kitchen is directly designed outside the car, which not only solves the problem of oil fume, but also allows you to enjoy the beautiful scenery while cooking. At this time, domestic products show their strong local design advantages.
Breeze RV in the United States
Sales of Breeze RVs in the United States have been in short supply. Since the annual output is only about 4,500 units, the manufacturers’ orders have to be scheduled several months later. Qingfeng RV produced its first towed RV in 1931, which can be called the oldest brand in the RV industry. The body is made of aviation aluminum and riveted with more than 3,000 rivets. It takes 280 man-hours to produce a Qingfeng RV. Most of its internal materials are big brand products, such as DWR, GROHE, MOEN, Dometic, Sony, Schneider, Interstate and other world famous brands can be seen. The excellent product quality has also allowed 70% of Qingfeng RVs to be still in use from the date of the product’s birth to now.
“Fortress Besieged” and the Way Out
Qingfeng RV, which has many followers abroad, is not so popular in China. Although Qingfeng RV 23FB International made a lot of targeted adjustments when it entered the Chinese market, such as changing the voltage from 110V60Hz in the United States to 220V50Hz, adjusting the exterior lights of the vehicle to meet the legal requirements of China, etc. However, if a brand wants to take root in China, it must go through a long period of hard work. When Qingfeng RV entered the Chinese market, it went from anticipation to cold reception, and then entered a dormant period helplessly. Now it has formed the “Siege” mode in which the player cannot find the seller, and the seller cannot find the player. Instead of this, it is better to let customers benefit and occupy the market first. Let some customers play first, let the brand come alive first. Constantly show yourself in the RV circle, and establish a player referral marketing model through word of mouth. Secondly, participate in activities where real players gather, such as “Alxa Heroes”, “Super Pickup Conference” and other activities, and interact with players more. At the same time, in the process of sales and after-sales, improve service quality and establish a high-end brand image. Form a virus-like contagion in the player circle, and then gradually form a Qingfeng RV cultural community, and finally have its own market influence to achieve the purpose of promotion.
