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Japanese luxury automotive maker Infiniti opened its first flagship store in the world in Beijing in the middle of July.
This global flagship store is not only for displaying and showing high-end products, but also for making consumers experience the acme services of brand connotations of Infiniti. As the general manager of Infiniti China said, the service standard of this flagship store is going to be the worldwide example for Infiniti and will be spread to the global market step by step.
It is the first time a well-established automotive foreign brand sets up its highest service standard in China for the world.
The Standard for the World
It is known that Infiniti is going to provide the unique “first-class” services in this flagship store.
Based on the highest standard of how international luxury brands treat customers, the Global Business Department of Infiniti developed the program of “Acme Experience Training for Clients”. In order to bring this program into full use, it especially invited a professional training institution known for thorough and universal services as the implementer of the program.
Infiniti China is the fist institution in the world to spread this training program. It starts in the new flagship store and will be spread to other distribution stores of Infiniti in China. Infiniti aims at building the “first-class” way of treating clients and improving the satisfaction of clients generally through improving the reception courtesy, intensifying of the service concepts and upgrading the treatment for high-end clients.
Initiation of Training Center in Beijing
As an integral part of the flagship store in Beijing, the Beijing Training Center of Infiniti China Training Academy was also established by Infiniti China. This new training center will provide a series of training programs of products, technologies and services for suppliers in North China. Lu Zhengyu, general manager of Infiniti China, said that Infiniti’s global flagship store was another effort of Infiniti China in the two years after its establishment.
As he said, Infiniti China went through fast development after two years’ efforts with annual sales increasing by 60% and the number of distributors increased from about 20 to 60. The whole portfolio of Infiniti’s products had been introduced into China. Along with the imported models are a series of marketing campaigns that successfully and greatly improved the brand awareness of Infiniti, which has become one of the fastest growing luxury automotive brands in China. Reversely, China also became the second largest market for this Japanese automaker.
The flagship store in Beijing was just a start since more similar stores will be established in Shanghai, Guangzhou and Chengdu in the rest part of this year.
Not Mixed with Nissan
As Guangzhou has joined in the list of Chinese cities where automobile purchasing is limited, some people worry that this might affect the development of luxury brands as they rely on the major cities of China. However, Lu Zhengyu did not think so. In his opinion, both the limitation of automobile purchasing and the auction of license plate are good for the development of luxury auto brand without any influences. For example, after the issuance of the rule of limit- ing automobile purchasing in Beijing, the luxury auto brands in this city all witness the increase of their sales.
Though Lu Zhengyu did not worry about any government policies over Infiniti’s development in China, he was really concerned about the depression in the auto market in the first half of 2012, which affected nearly all participants in China’s auto market including Infiniti. Lu Zhengyu said that the low growth rate of Infiniti’s sales in China in the first half of 2012 reminded him and his team of thinking carefully about the sales goal set earlier. Infiniti will change the sales goal timely and will not follow some luxury brands which want to “sell more cars at lower prices”.
Not long ago, Infiniti announced the establishment of its localization project in NissanDongfeng Auto’s plant in Xiangyang, Hubei. The prices of Infiniti’s cars will drop by 10%-20% when they are completely localized, which will generate more demand among Chinese consumers. In order to meet the increasing demand, Infiniti plans to open 140-150 4S stores in China by 2016, 10%-15% of which are to be the flagship stores sharing the same pattern and size with the one in Beijing.
Meanwhile, Lu Zhengyu also said that Infiniti would stick to the single brand strategy and would “never be sold with the Nissan brands”.
This global flagship store is not only for displaying and showing high-end products, but also for making consumers experience the acme services of brand connotations of Infiniti. As the general manager of Infiniti China said, the service standard of this flagship store is going to be the worldwide example for Infiniti and will be spread to the global market step by step.
It is the first time a well-established automotive foreign brand sets up its highest service standard in China for the world.
The Standard for the World
It is known that Infiniti is going to provide the unique “first-class” services in this flagship store.
Based on the highest standard of how international luxury brands treat customers, the Global Business Department of Infiniti developed the program of “Acme Experience Training for Clients”. In order to bring this program into full use, it especially invited a professional training institution known for thorough and universal services as the implementer of the program.
Infiniti China is the fist institution in the world to spread this training program. It starts in the new flagship store and will be spread to other distribution stores of Infiniti in China. Infiniti aims at building the “first-class” way of treating clients and improving the satisfaction of clients generally through improving the reception courtesy, intensifying of the service concepts and upgrading the treatment for high-end clients.
Initiation of Training Center in Beijing
As an integral part of the flagship store in Beijing, the Beijing Training Center of Infiniti China Training Academy was also established by Infiniti China. This new training center will provide a series of training programs of products, technologies and services for suppliers in North China. Lu Zhengyu, general manager of Infiniti China, said that Infiniti’s global flagship store was another effort of Infiniti China in the two years after its establishment.
As he said, Infiniti China went through fast development after two years’ efforts with annual sales increasing by 60% and the number of distributors increased from about 20 to 60. The whole portfolio of Infiniti’s products had been introduced into China. Along with the imported models are a series of marketing campaigns that successfully and greatly improved the brand awareness of Infiniti, which has become one of the fastest growing luxury automotive brands in China. Reversely, China also became the second largest market for this Japanese automaker.
The flagship store in Beijing was just a start since more similar stores will be established in Shanghai, Guangzhou and Chengdu in the rest part of this year.
Not Mixed with Nissan
As Guangzhou has joined in the list of Chinese cities where automobile purchasing is limited, some people worry that this might affect the development of luxury brands as they rely on the major cities of China. However, Lu Zhengyu did not think so. In his opinion, both the limitation of automobile purchasing and the auction of license plate are good for the development of luxury auto brand without any influences. For example, after the issuance of the rule of limit- ing automobile purchasing in Beijing, the luxury auto brands in this city all witness the increase of their sales.
Though Lu Zhengyu did not worry about any government policies over Infiniti’s development in China, he was really concerned about the depression in the auto market in the first half of 2012, which affected nearly all participants in China’s auto market including Infiniti. Lu Zhengyu said that the low growth rate of Infiniti’s sales in China in the first half of 2012 reminded him and his team of thinking carefully about the sales goal set earlier. Infiniti will change the sales goal timely and will not follow some luxury brands which want to “sell more cars at lower prices”.
Not long ago, Infiniti announced the establishment of its localization project in NissanDongfeng Auto’s plant in Xiangyang, Hubei. The prices of Infiniti’s cars will drop by 10%-20% when they are completely localized, which will generate more demand among Chinese consumers. In order to meet the increasing demand, Infiniti plans to open 140-150 4S stores in China by 2016, 10%-15% of which are to be the flagship stores sharing the same pattern and size with the one in Beijing.
Meanwhile, Lu Zhengyu also said that Infiniti would stick to the single brand strategy and would “never be sold with the Nissan brands”.