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The puzzles that have plagued Mercedes-Benz's domestic and imported channels for two years of marketing integration have just dawned on the dawn of the solution. They immediately broke the news with anonymous messages and were once again pushed to the crest of public opinion. 
In the face of various rumours, Beiqi Group Chairman Xu Heyi and Daimler Northeast Asia’s chairman Hua Lixin have recently taken to the forefront to ruin the farce-like integration events.
According to the plan, BAIC and Daimler Benz will solve the internal friction problem through the establishment of a new sales company. However, as the benefit contributor to the integration event, Li Xingxing, Mercedes-Benz’s largest distributor group in China, has been losing its voice so far that it may become a farce New variables going on.
“Some people are really obstructing the integration.†On August 9th, in the face of an anonymous person trying to influence Mercedes-Benz's marketing integration in a secret way, Beiqi Group Chairman Xu Heyi admitted frankly.
Anonymous sms spoiler integration negotiations On July 28th, a joint statement issued by BAIC and Daimler Northeast Asia stated that both parties agreed that Beijing Benz and Mercedes-Benz China will deepen cooperation and resources integration in the Chinese marketing field. The goal of integration is to realize Beijing Benz and Mercedes-Benz. China's unified deployment and coordination in sales, marketing, and other aspects have formed a concerted marketing effort. However, the statement did not mention the integration method.
Both BAIC and Daimler Benz were interested in integrating the long-standing internal friction between domestic and imported Mercedes last year. On June 28 this year, BAIC and Daimler signed a series of strategic cooperation agreements to further deepen investment and cooperation. Both parties will China's interests are deeply tied up, taking the opportunity to integrate "domestic consumption" into its own logic.
However, it is clear that people do not agree with integration. Before and after the BAIC and Daimler issued the joint statement, anonymous individuals sent text messages to the media, unveiling the progress of related integration, not only including the Beiben sales market integration into the Mercedes-Benz China's insider, but also involving the automobile industry marketing star Fu Qiang in Beijing's Mercedes-Benz situation. The cooperation between Beijing Benz executives was "not very harmonious." Daimler forced Daimler to agree to Beijing's Mercedes-Benz for "slimming" surgery and the "inside" of Beijing Benz high-level future positions.
For a time, there were rumors about the Beijing Mercedes-Benz will become a foundry, Beijing Automobile's overall loss, marketing star Fu Qiang in Beijing Mercedes-Benz "can't mix down" and so on.
The new sales company "is imperative"
Due to the large scale of integration and the sudden appearance of anonymous SMS, there was a sudden rush between BAIC and Daimler Benz unable to respond. After a week of brewing, in order to avoid further mistakes, BAIC and Daimler Benz decided to come forward with Xu Heyi and Hua Lixin.
Xu Heyi and Hua Lixin stressed that marketing integration is an inevitable trend and cannot be stopped.
The two parties stated that BAIC and Daimler have entered the detailed negotiation stage under the general principle of "all parties must be guaranteed the benefits"; BAIC and Daimler will form a new sales company "Beiqi Mercedes-Benz Sales Company" to Beijing. Mercedes-Benz's sales, marketing and after-sales services and Mercedes-Benz China's business are integrated.
Xu Heyi and Hua Lixin also backed Qiang Qiang: "In the future, people in the media can directly look for pay for Mercedes-Benz." Xu Heyi's statement directly addresses anonymous rumours that the strong power is being weakened.
At the same time, the reporter learned that although the integration is still in progress, starting from August 1, Mercedes-Benz China and Beijing's Mercedes-Benz's sales department began to work together to prepare for the upcoming domestic SU V model GLK in October this year. It is reported that if progress goes smoothly, negotiations will be completed by the end of this year or early next year.
According to information sources close to Mercedes-Benz, the new joint-venture sales company has already recruited manpower, and adding a new large area to Mercedes-Benz's existing distribution network has also been put on the agenda.
Li Xingxing’s “lost voice†behind the sales channels that Mercedes-Benz entered into China in the 1980s was Li Xingxing, which was the founding father of the Mercedes-Benz brand and became the largest dealer of Mercedes-Benz in China, in charge of 40% of its sales. Sales network; due to the rapid development of China's auto market, attracting Daimler-Benz to invest, one megalopolis became a “two tiger disputeâ€.
With the trend of localization, Beiqi joined in 2004, and the situation has evolved into "three pillars."
Surprisingly, in this marketing channel integration, Li Xingxing, which holds 49% of the shares in Mercedes-Benz (China), has become an outsider.
Another proof is that sources revealed that only two of their newly established sales companies, BAIC and Daimler-Benz, no longer hold shares. As the future Mercedes-Benz marketing power will focus on new sales companies, for Lixingxing, this means that the original discourse power of Mercedes-Benz (China) as the second largest shareholder may be lost. Such a situation is obviously Lixing. Do not want to see.
Since Beijing-Benz’s domestic-dominated vehicles have been losing money, it has been seen by Li Xingxing’s standpoints that it has always been rather frivolous about Beijing’s Mercedes and does not trust its capabilities.
Currently, 70% of Mercedes-Benz’s business in China comes from Mercedes-Benz (China), which shows that Lixing Bank holds a significant position in the Mercedes-Benz China strategy; but if the new integration plan is followed, the outcome is that Li Xing will be out of line and not be The accredited BAIC will replace it. It is hard to imagine that it will accept it calmly.
Although there is news that the marketing integration, as a compensation to Li Xingxing, Mercedes-Benz will ensure that Li Xingxing interests in East China and South China. Xu Heyi even claimed high-profile that Hualixin, chairman of Daimler Northeast Asia, was responsible for persuading Li Xingxing to cooperate with the integration, and has now basically done the work. However, it is strange that Li Xingxing, whose interests have been damaged, has so far been "spoken." To be sure, if Li Xingxing comes forward, the rumors will not break.
According to the words released by the former Li Xingxing anonymous employee: "Lee Xingxing will still be one of the bosses of the new Mercedes-Benz sales company." "Whether or not everyone is willing to do so, the problem of how Mercedes-Benz will integrate must be approved by Lixingxing. This is a benefit. "The legal rights of Xingxing" are almost certain that the integration of Mercedes-Benz marketing channels in China is far less likely than it seems.