From the 2017 Shanghai Auto Show Lexus's new Chinese brand slogan "Leading and Tanfan" has been released for two years。In these two years，We saw that Lexus released a new generation of models in a rhythmic manner，I saw changes in the positioning of the Lexus brand image and the positioning of consumer groups，I also saw the stubbornness that Lexus never followed the market under the market general。

When Rexus decides to upgrade from luxury car brand to a luxury lifestyle brand，In fact, this set of business logic has determined the follow -up market behavior of Lexus。As for sales，Just the result under this logic。

Two years ago，"Tong Jiren Automobile Review" has discussed the "temperament" of luxury brands in Chengdu with Lexus Lexus China Market Promotion Department,，and two years later, the market situation has changed with Lexus，Sit down with seabet loginMinister Chen Chen again and talk about the market，It will have a deeper understanding of the business logic behind the luxury brand。

What is Lexus's most important "sales quality"?

In many market analysis，We have seen too many sales analysis of sales from different levels，There will also be many brands set a sales target at the beginning of the year，Then at the end of the year to see if the goal has achieved。But if you enter the mindset of completing the sales target，It will inevitably take the price reduction、Pressing the dealer and other practices。Sales staff on the front line，I will also pay too much attention to "How many cars have I sold、How many rebates did you get "。Obviously，This will cause many problems other than sales volume to be ignored。

For example, the profit of the dealer、For example, the stability of the front -line sales team、For example, customer satisfaction，These are actually reflected in the quality of sales。From Lexus's view，Sales quality is more important than sales。and when a dealer can have a good profit state，The front -line sales team also formed a atmosphere of actively understanding customer needs，After the customer's satisfaction is continuously improved，The increase in sales is actually the result of this virtuous cycle。

So，The number of sales increase is 20%or other，In fact it proves that the correctness of Lexus business logic is correct。and can insist on implementing such an operating policy in recent years，originated from Lexus's clear self -awareness of itself -market structure、Consumption Trends、Production seabet mycapacity、Dealer system，and brand operation、The means adopted by marketing，All behaviors produced under this self -cognition。

Taking Lexus's one of the best inventory management in the luxury brand，Want to achieve good supply and demand management，Factory must have a strong flexible production capacity，Dealers must have a strong grasp ability to consumers，and the brand must have a strong communication ability in the middle，and Lexus has achieved the lead in luxury brands in these three aspects。As the first active request for dealers to set up a luxury brand of "dealer committee"，Lexus executives and dealers always maintain regular communication，Dealers will also participate in product planning、Putting、In pricing，This kind of like -minded partnership and state is rare in luxury brands。

So，Lexus can only use the internal health system to digest the negative impact of the internal health system when the overall vehicle market demand is declining，Only in the context of most brands can still maintain extremely low inventory and "selling production" sales status，Only with the aggressive marketing measures of competitive products, always adhere to a stable rhythm。

Clear self -cognition determines the business logic of Lexus with "sales quality" first，Increased sales quality In the long run, it will not only increase sales performance naturally，It will also bring a stable price system and profitability of dealers' joy，Can make customers feel unique brand value。This kind of win -win situation in many ways，far more convincing than simple sales。