By Ernie Tadla由恩尼tadla

The Bora launch was the most successful new car launch in China’s automotive history. 宝来发射是最成功的推出新车，在中国汽车工业的历史。 FAW/VW couldn’t make them fast enough. 一汽/大众不能使其速度不够快。

The Germans, still hurting over not getting their advertising agency, were really smarting because DMG was not following their global policy for advertising and marketing style and format.德国人，还是伤害过得不到他们的广告代理，真的smarting DMG的，因为当时不跟着自己的全球政策，为广告及市场推广风格和格式。 Yet, sales were phenomenal.然而，销量惊人。 VW hired a world-class market research Hong Kong firm to investigate the reason for the amazing launch results.大众汽车聘请了一位世界级的市场，香港市场研究公司进行调查，原因是了不起的发射效果。

The conclusion: although DMG didn’t follow the global VW policy, the market place responded because the Chinese react to someone who markets to them the Chinese way.结论是：虽然公司DMG没有按照全球大众的政策，市场的反应，因为中国的反应，以人的市场，向他们中文的方式。

OK, now for the big one.好，现在为大。 At a time when global car sales in the rest of the world were going down the tubes, VW decided to introduce the Golf, the No. 1 selling car in the world, to China, the world’s fastest growing car market.在这个时候，全球汽车销量在世界其余地区均下降，铝管，大众汽车决定推出高尔夫， 1号销售汽车，在世界上，对中国而言，世界上增长最快的汽车市场。 The market in China was experiencing 40%-50% annual increases.中国的市场是在经历了40 ％ -50 ％逐年增加。

This time, VW and FAW asked DMG to do the Golf launch without any competitive bidding.这个时候，大众和一汽问DMG的做高尔夫球场，发射无任何竞争性招标。

DMG could see that VW Germany wanted to consolidate its advertising and marketing in China with a single supervising agency, which it would also use for the 2008 Olympics. DMG的，可以看到德国大众要巩固自己的广告和市场推广在中国与一个单一的监管机构，它也将用于2008年奥运会。 VW, which was an Olympics sponsor, was going big time in China and DMG wanted in on the trip.大众，因为这是奥运会的赞助商，准备大，在中国和DMG的通缉就行。

It was crucial that the Golf launch be as outstanding as the Bora had been.这是至关重要的是，高尔夫球场发射那样优秀，因为宝来已。 It was viewed as a stepping-stone in Dan’s grand plan for his international marketing communications empire.它被看成是踏脚石，在丹的宏伟计划，他的国际营销传播帝国。 In order to do that, he had to:为了做到这一点，他曾到：

• maintain the guanxi of the FAW/DMG relationship •保持关的一汽/ DMG的关系

• make the Golf the best selling car in China as it was in the rest of the world •使高尔夫最畅销车在中国，因为它是在世界其余地区

• get on the on-ramp for the selection of the single VW supervising agency, which would include DMG overseeing all the other 4A agencies serving FAW/GM business and the other VW cars being marketed in China •获取关于对入口匝道，为选择单一大众监督机构，其中将包括监督DMG的所有其他4 A条机关在职一汽/通用汽车业务及其他大众汽车销售在中国

• get on the on-ramp for the selection for the contract for the events and PR management for the VW Olympic campaign •获取关于对入口匝道供选择的合约事件和公关管理，为大众奥林匹克运动

Dan needed an automotive executive with international and new model launch experience.丹需要一个汽车长官与国际和新的模式展开的经验。

With an international headhunter search team, Dan found his man.与国际猎头搜索队，丹找到了自己的男子。 He had a solid track record of automotive advertising agency leadership, of successful product launches and was CEO of a leading global 4A agency in North America.他有良好的跟踪记录汽车广告机构的领导下，成功的产品推出，并成为该公司执行长的一个全球领先的第4 A机构在北美。

The new man rolled up his sleeves and began producing papers, studies, strategies, marketing plans, etc. He worked hard, diligently, earnestly, and sincerely.新好男人卷起他的衣袖，并开始生产论文，研究报告，战略，营销计划等，他用辛勤的劳动，勤奋，认真，诚恳待人。 He was personable and friendly.他personable和友好的。

He had also come over with the same set of perceptions and attitudes I had.他还过来用同样的一套看法和态度，我有。 I spent countless hours working, eating and relaxing with him, encouraging and coaching him to open his mind and accept the Chinese way.我花了无数的时间，工作，饮食，并放宽与他，鼓励和指导他打开他的主意，不接受中国的方式。

In spite of my efforts, he didn’t change and continued thinking, acting and trying to sell cars like he had done in North America.尽管我的努力，他并没有改变，并继续思考，代理，并试图出售汽车像他那样，在北美地区。

The Golf launch flopped.高尔夫球场发射失败。

After five months, he returned to North America.五个月后，他回到北美洲。

Success has many fathers, but failure is an orphan.成功有很多父亲，但失败是一个孤儿。

There are several reasons for the Golf flop.有几个原因，高尔夫球场的失败作品。 In the time between the Bora and Golf launch, the market had drastically changed.在时间之间的宝来和高尔夫推出，市场发生了急剧的变化。
• Several years of annual doubling of car sales had changed the automotive landscape •几年每年翻一番的汽车销量已经改变了汽车景观
• Expansion and additional entry of more global players •扩充，并增加进入更具有全球性的球员
• Existing manufacturers greatly expanded product variety and selection •现有的制造商，极大地扩大了产品品种和选择
• All the more it was necessary that the lead man be thinking and implementing the Chinese way, not the Western way. •所有越有必要带头男子被思想和落实中文的方式，而不是西方的方式。

DMG continued on, winning the creative account for VW’s first Chinese brand campaign over O&M, DDB, BBDO, Grey Global and Saatchi & Saatchi. DMG的持续，赢得创意占了大众汽车的第一个中国品牌的运动目标与男，分布式数据库， bbdo ，灰色的全球和Saatchi ） ＆ Saatchi ） 。 In addition, VW gave DMG a four-year marketing contract for the 2008 Olympics.此外，大众汽车公司DMG了4年的销售合同，为2008年奥运会。

So you ask, why, after the Golf flop, did DMG win those two large, prestigious contracts?所以你问，为什么后，高尔夫的失败作品，并赢得DMG的那两个大，有声望的合同？

Guanxi and face.广西和脸部。

If this had happened in North America, the ad agency would have been fired.如果这种情况发生在北美，广告代理将被解雇。 But the Chinese way is to take the long view.但中国的做法是采取长远的观点。 It is normal and accepted that a business relationship goes through phases, but the Chinese focus on the long-term, on strengths, trust and respect.这是正常的和接受的观点是，商业关系是通过分阶段的，但中文着眼于长远，在优点方面，信任和尊重。
They had known and worked with DMG for over ten years.他们已知道工作，并与公司DMG超过十年。 They respected and trusted each other.他们尊重和相互信任，相互支持。

Ernie Tadla恩尼tadla www.odysseychina.net

Next Week: Two Case Histories下周：两个案例故事
• Microsoft in China •微软在中国
• Wal-Mart in China •沃尔玛在中国