Shulou(Shulou.com)11/24 Report--

The original title: "A car company without three industries is not easy to gossip."

Recently, many luxury brands have launched the "three industries family bucket" this winter.

First, Bentley and luxury snowwear brand Bomber ski jointly launched a set of double-skis.

Three-piece sets, including helmets, poles and skis, start at $4020 (28625 yuan). The skis are limited to 200 pairs and cost $2750 (19583 yuan) each and are inlaid with six three-dimensional diamond-shaped logos designed to pay homage to the pattern of the Bentley leather interior.

Actually, this is not the first time Bentley has been looking for Bomber ski. In December 2019, when Bentley celebrated his 100th birthday, the two jointly launched 100 pairs of commemorative skis decorated with 24-carat gold-plated panels, and the two sides have been "United" almost once a year to enhance Yoda.

The cooperation between Maserati and Bosideng is obviously more on the ground than the expensive skis of nearly 20, 000.

Their joint outdoor down jacket includes not only the Maserati brand LOGO, but also the Italian aesthetics of its sports car MC20, which also uses 3D printing fabric technology. It is said that there are not only high-quality velvet in the fabric, but also intelligent temperature-locking materials, which adopts "hot expansion and cold contraction" flexible temperature control technology, which will not expand flexibly as expected to ensure that the internal temperature is maintained within a comfortable range and achieve temperature and humidity balance.

The price should be described as "price ratio"-the starting price is as low as 4299 yuan and the highest is 4799 yuan.

Bentley teamed up with Bomber ski, Martha likes Bosideng, now luxury brands for joint cross-border to engage in three industries, although it is not better than nothing, it can also be said that squid on the iron plate-rolled up ah!

However, in the final analysis, the above two kinds are only the stage of joint sideline, with a name in the dry stock to get a share, and the person in charge is still Bomber ski and Bosideng.

After all, it has to be the battle between virtue and Italy that was comparable to bayonets two months ago-- Tesla's "charred hair" perfume worth 718 yuan, Porsche kitchen knife worth 1700 yuan, and Ferrari trench coat worth 44500 yuan. It is precisely because they are almost like a rush to release new models of the third industry, which has successfully attracted our attention again and again.

Today, let's talk a little bit about the well-known three industries of well-known car companies. Some are successful, some are hasty, some win in large quantities, some are better than nothing, and more belong to the provision of power when love.

Porsche: Tesla's grandfathers say that whether it's Tesla who sells perfume, Ferrari that sells trench coats or what we are more familiar with, the prototype of their successful sideline empire comes from Porsche who sells kitchen knives.

Yes, Porsche is the grandfather of Tesla.

Because since 1972, Porsche has been driving Porsche Design Studio (Porsche Design Studio), which is independent of luxury car brand. The founder is to build the first 911 Ferdinand Alexander Porsche, based in Lakeside, Austria.

At the time, he set the tone to focus on high-quality male luxury goods, and the design style had been consistently Purism for 40 years-the appearance had to be simple and clear, with functionality first. So Porsche Design can be said to be a regular customer of red dots, free of charge.

So, don't be intimidated by this year's kitchen knife fashion, as Porsche Design Studio is too good at creating things that are completely incomprehensible to men and women.

For example, the 911 Soundbar Bluetooth speaker, which was loved by millions of fans at Basel 2016, was transformed from an abandoned 911 exhaust pipe, which was lined up a few years later as soon as Waiting List was launched. The popularity is no less than that around Tesla's popular style.

There is also around the same time and Sanyi Alpha Piano co-launched mPiano, a very cyberpunk style of smart piano. The first host is Sister Lady GaGa.

Of course, the studio's most famous works are a series of Porsche chronographs. For example, the world's first all-black watch, and the world's first titanium watch.

Even in 2014, in Switzerland, an inch of land, it set up its own watch company, Timepieces 2014, which specializes in making limited editions that are thought to have nothing to do with business. As a matter of fact, they did it as early as 1972, but they have done it more confidently over the years.

By the way, the first Porsche black watch, which was born in 1972, was given to its own veteran employees of the Porsche car manufacturing department.

Today, Porsche Design Studio's works include not only timepieces and kitchen knives, but also electronics, glasses, men's and women's fashion, accessories and bags. Partners include, but not only Adidas, PUMA, BlackBerry, Yadi, Poggenpohl in furniture cabinets, KEF in audio equipment, LaCie in mobile devices, piano brand ALPHA. And Huawei.

The studio's CEO explicitly shouted to Porsche owners: "We are not just providing an one-way ticket, we can be responsible for every aspect of your life."

Yes, today's Porsche Design Studio has become a national treasure design brand in Austria. Even as early as 1999, the President of Austria personally presented them with national honors.

Ferrari: as a matter of fact, just three years ago, Ferrari was not the son of today at all-at first glance, it took a similar path with Porsche, and was one of the super brands with the largest variety of cross-border brands: perfume, makeup and skin care, fashion clothing, glasses, shoes and hats, books and computers. But it always gives people a "random sense" of a hammer in the east and a hammer in the west.

It wasn't until 2019 that Ferrari began to wake up.

After poaching Rocco Iannone, the creative director of the Italian menswear brand Pal Zileri (who once worked for Armani, Dolce & Gabbana and Pal Zileri), a new Ferrari brand diversity department was set up to focus on non-automotive products, with a special focus on luxury ready-to-wear, and even brought in Herm è s CEO Axel Dumas (Axel Dumas) to join the board to build a professional clothing line. At the same time, start a new round of brand licensing strategy, terminate half of the licensing cooperation, reduce at least 30% of the product line, and then gradually transform into a more mature and complete luxury brand tonality.

In fact, today we see Ferrari fashion collections with a frequency of 40,000 to 50,000, which were available last year.

There was also a highly praised fashion show at the Ferrari factory in the small town of Maranello, Italy. The catwalk is the production assembly line, surrounded by semi-finished sports cars and 52 sets of look at the time, and there are a lot of Ferrari elements-leather interiors, seat belts, tire treads, and even carbon fiber, a symbol of expensive material.

Not only fashion, Ferrari is currently working with top luxury brands in all areas of the world, such as premium timepiece brand Richard Mille. A Ferrari RM UP-01 Ferrari was launched in July this year, with a global limit of 150 yuan, equivalent to about 12.6 million yuan-five sets are conservatively estimated to be deducted according to the official Ferrari Roma price.

In addition, similar to Porsche Design Studio, Ferrari has opened several fashion retail stores that are not directly related to cars, which currently sell and display a range of clothing and accessories in Europe and the United States.

It is understood that Ferrari's new goal is to name goods (covering clothing, entertainment and luxury services) to contribute 10% of the group's profit before interest and tax in the next seven to 10 years-another "laying rooster" that can go hand in hand with Ferrari cars under the wings of the parent company.

Lamborghini: after the card player finished talking about Ferrari, let's talk about its nemesis Lamborghini. Unlike Porsche and Ferrari, most of Lamborghini's sideline products are licensed.

It is understood that this "awesome" idea was conceived by Tony Luo Lamborghini, the son of founder Ferrugio Lamborghini. Since 1981, he has been specializing in the cross-border periphery of Lamborghini under his own name "getting rich".

He explained that he had witnessed the ups and downs of his father's car company, which made him nervous all the time, and came up with the idea that "the Lamborghini brand must not be hanged on a tree." Coincidentally, he found his name. It's worth a lot of money. Why not get rich by your own extraordinary name?

So, from watches and jewelry to pen glasses, from clothing, shoes and hats to furniture, from perfume to cutlery, from mobile phones to computers. Tony Lamborghini's logo can be found in a variety of fields. As the vast majority of the three industries are authorized and branded products, there is no Lamborghini "Benny" identity status temperament connotation. For example, more than a decade ago, that Asustek X Lamborghini laptop.

At present, Tonilo Lamborghini has thoroughly extended the OEM to tourism and real estate projects, especially in China.

For example, the Tonilo Lamborghini series hotels that have become popular on a red book in the past two years. At present, there are four hotels in China, namely the Tonilo Lamborghini Book Garden Hotel on the banks of Golden Rooster Lake in Suzhou, the Tonilo Lamborghini Rosso Hotel in Suzhou Science and Technology City, and the Tonilo Lamborghini Hotel and Yellowstone Lamborghini Hotel in Kunshan, Suzhou (Yellowstone City in Hubei, not Yellowstone Park in the United States). When it first opened in Suzhou, it cost 2000 yuan a night. now it is less than 900 yuan, and the last three are all flying around 600 yuan.

Laojianghu can see at a glance that these series of hotels are at the level of ordinary 5-star hotels, and they are not directly related to Lamboni-except for the surnames embedded in logo.

Aston Martin: many real estate tycoons still remember the strange past of Haima, which sold 546 suites from 2019 to 2020 to help the auto business tide over the difficulties.

However, compared with Aston Martin, which was increased by Geely not long ago, the real estate legend of seahorse can only be regarded as "God cannot starve to death blind finches." The former drew N circles of love directly in New York.

For example, in the Fulton / Seaport area, adjacent to Wall Street's financial district, the famous 66-story luxury skyscraper 130William contains Aston Martin's masterpiece-five ultra-luxurious Aston Martin houses created in depth with top architect David Ajaye. The interior decoration is completely different from the other 239 apartments in the building, with prices ranging from 26.19 million yuan to 69 million yuan (Modu people say it is still very cost-effective), excluding property fees.

What's more, as long as you buy a Martin house, you will automatically receive a limited edition Aston Martin DBX designed by Ajaye himself.

This is not the first time Aston Martin has sold real estate.

Before the Martin House in Manhattan, they had already tried it out in the Rhine Baker Forest on the outskirts of New York-working with the famous American architecture firm S3 Architecture to buy a piece of land with an area of about 220000 square meters and build a natural and modern super-luxury villa Sylvan Rock. It contains a house with a total area of nearly 790 square meters, and is equipped with various facilities such as garden, forest, creek, pavilion, outdoor swimming pool and parking lot.

Among them, the house has four bedrooms, four bathrooms and two separate bathrooms. Well, I'm afraid I can't understand the number of bathrooms and bathrooms.

It is reported that Sylvan Rock is Aston Martin's first residential design project, at that time the price is about 52 million yuan.

Aston Martin also has a small project that has just been completed-- partnered with Argentina's largest global real estate developer Gambig Business Development to build a 66-story top apartment in Miami's only deepwater yacht marina. Aston Martin style, the whole building is made of curved glass and steel structure, and carbon fiber furnishings can be seen everywhere. It also provides supporting facilities such as fitness center, spa, boundless swimming pool, cinema, beauty salon, gallery and golf center.

It is said that the sailboat building is now the tallest residential building south of New York City and the largest foundation area in Miami.

Half of the 391 homes have been sold. The cheapest of these is about 3.96 million yuan (the price is... The most expensive penthouse costs about 330 million yuan-like the previous Martin House in Manhattan, which comes with an Aston Martin limited model: a limited edition of one of the 24 Vulcan, worth about $3 million.

Well, boss Xu's wonderful idea of "buying a house and getting a car free" has been put into practice by Aston Martin in the Western Hemisphere. no wonder Geely bought it.

Honda: business jet show has cars, companies like luxury houses, and car companies love airplanes.

Yes, I'm talking about real airplanes, not that kind of nonsense-after all, with the changes in new energy, metacosmos and other technologies, the car-building concepts of many car companies have become increasingly blurred, while money tricks and notes have become increasingly sophisticated. Nor is it the flying car that brands such as Xiaopeng, Volkswagen and Geely are extremely keen on, but Honda aircraft, which has been deeply cultivated in the aviation field for nearly 40 years.

Yes, Honda, which started with motorcycles, has not only not forgotten its roots, but has also been working on private jets since 1986. And set up a wholly owned aircraft subsidiary in the United States 20 years later. In 2015, its first mass-produced private jet, HondaJet, not only completed its maiden flight, but also received FAA model certification and was allowed to be delivered to the outside world.

A more overbearing operation took place in 2016, when Honda's red-headed aircraft was completely elevated to the sky, and the HondaJet became the world's fastest private jet (inexplicably reminiscent of the Civic Type-R), with a range of 782km / h and a range of 2865 km, equivalent to that from Shanghai to Lhasa.

It is said that the reason why HondaJet can fly so well is that Honda Fuji mind has pioneered a new idea of installing an engine over the main wing of a jet plane, directly suppressing the air shock wave generated by high-speed flight, so that the HondaJet can truly resist the air.

By the end of last year, Honda aircraft relied on this skill and a super price-to-performance ratio of $5.2 million-considering the hundreds of millions of dollars of Bombardier and Boeing 787s, Honda is the Wuling of jets. It has officially delivered 200 business jets, making it the best-selling business jet brand in the world.

Of course, this is only part of Honda's business, because not long ago, Honda released an upgraded version of the HondaJet, the HondaJet Elite II, which uses lighter and stronger carbon composites to refresh the speed of ultra-light business jets.

And HondaJet Elite II began to have the supporting service spirit of large car companies, pursuing the appearance and interior decoration, not only launched a special version of "black" painting, but also adopted new noise reduction measures to enhance the cabin stillness again.

Furniture: common first easy sideline, after talking about some unique stunts, let's talk about the common favorite sideline of the brand.

After all, compared with the heavy assets and sidelines of design studios, luxury hotels, aircraft and aircraft, some small and beautiful products are obviously more appealing to some car companies and participate in more brands, such as furniture.

The most famous is the GL8 seat on Xianyu (not crossed off), which is a variety of office chairs produced by the sofa factory. For example, the famous smart office chair, Intelligent Parking Chair, not only has an electric motor and camera, but also has its own automatic parking function, which is good news for the late stage of lazy cancer.

There are also incomparably familiar zero-gravity office chairs in China, which are actually taken from the 14th generation Xuan Yi car seat, using artificial leather, and the outside of the seat back is also marked with a side anti-collision air curtain, which has not been redesigned. therefore, it perfectly continues the sofa soul of the sofa factory, adding only the handrails on both sides and the pulley group at the bottom.

There are also Porsche and people's Wuling, which can also save time, effort and money to build homes.

The former's design studio created a Porsche office seat at 1:1 based on the bucket seats on the original 911 Carrera GTS and 911 GT3. Yes, it was built at 1:1 rather than taken down directly, so the so-called labor-saving and money-saving. That means the chair belongs to the category of reverse development.

The best way to really save labor, effort and money to build a home must be the people's Big Wuling.

In April this year, Wuling officially launched the world's first first-class first-class seat for Tianxuan workers. Wuling said that the seat, which is converted from the second row of Wuling Capricorn seats, is safe, comfortable and practical, and it costs only 3999 yuan to get a first-class luxury experience in different scenes such as the office or home.

Of course, according to the sales results of the past few months, the workers are not convinced of the office chair which is "removed" directly from the car. Not only because the price is slightly higher, but also because the main body of the chair is exactly the same as the independent seat on the car, not only the headrest, armrests, leg supports, and even seat belts are retained. Not even reverse development.

By comparison, Bentley Home, Bentley's furniture sideline, is the most concerned about the heart and kidney, basically bringing the luxury interior of the car to the furniture, making the furniture full of super-pride.

Somehow, I always felt that it was inexplicably mixed with the mansion of Aston Martin.

Beekeeping to make honey: the favorite of supercars, of course, there are three industries with a higher price-to-performance ratio than at home-- that is, agricultural and non-staple food. For example, Toyota, who loves farming, Wuling, who is good at making sausages, and Volkswagen, who are good at making sausages.

However, these three are minority cases, because at first glance, they feel that they are very mule, far less than the small business of beekeeping and making honey. At first glance, they are deeply bound with nature, environmental protection, and green, and force Grameon. As a result, most of the car brands involved in the "beekeeping industry" are ordinary supercars.

Rolls-Royce is the most authentic job in serving bees.

Since 2017, the labourers have opened a small beekeeping farm next to their own factory in the south of England.

Yes, his family's apiculture can not be said to produce 10,000 jin per mu, it can also be said to be very mini, a total of six beehives with a total of 250000 bees. Of course, each of the six beehives has its own name, namely Phantom (Phantom), Wraith (Phantom), Ghost (Gusteau), Dawn (Shadow), Cullinan (Curinan) and Spirit of Ecstasy (Celebration Goddess). It sounds like it can stand up to the thousands of super backgrounds of Alimu.

At present, more than 300 bottles of honey are produced each year, so these agricultural and sideline products are usually sent, not sold, and can enjoy the taste. There are only a handful of car owners.

Also in England, Bentley in Cheshire Crewe in the northwest began to keep bees in 2019. At present, they should have about the same number of beehives and bees as Xiaolongnu's jade bees at the bottom of the heartless valley, with a total of 2 boxes of 120000. The annual honey production is about 15kg, which is almost the smallest agricultural deputy production in the whole car circle.

It is said that even the owner of the Bentley can't get the 100 jars of honey unless the owner goes to Crewe's Bentley headquarters to ask for honey.

Don't be too disillusioned with Rolls-Royce or Bentley honey. in fact, it is ordinary honey made by ordinary bees. after all, Britain has not even reached the top ten honey-producing places in the world.

Rolls-Royce and Bentley owners are lucky, after all, they still have the chance to taste brand honey. Lamborghini owners can only "look at bees and sigh" and "hope honey to quench their thirst", because the latter's honey products are only employee welfare, not branded goods.

In 2016, Lamborghini built a monument park that millions of people could not understand in his hometown of Sao Gata Poloni. What is even more puzzling is that there are 600000 bees in the park to show the brand's understanding of environmental protection and sustainable development.

These 600000 bees can be called the model workers of the car ring, with an annual output of nearly 500kg. It is said that it still produces the famous chestnut nectar in Italy and even all over Europe!

Of course, such a rare pure blue blood product is "done first" internally and saved as an exclusive benefit for employees at Christmas.

By contrast, Porsche, the "king of the three industries", is too generous.

They have nearly 600mu of private land in Leipzig, Germany, and planted the famous black forest with honey-producing sacred products such as black locust flowers and limes, specially serving 3 million little bees to mark the black forest, the fifth largest honey-producing place in the world.

At present, the annual output of Porsche nectar is about one ton-it is a pity not to sell this quantity and quality. As a result, this honey has always been the trump card of Porsche studio stores around the world and is a bestseller.

In addition, Ford has 360000 bees at its Dearborn plant in Michigan, all from nearby hives. But unlike luxury car brands such as Bentley, which hire veteran experts for honey, Ford adheres to its century-old "assembly line" tradition, which requires employees to take time to take care of the beehive.

However, I don't know where to sell Ford honey. By the way, Bileford honey made in New Zealand online has nothing to do with Ford.

Of course, no matter which family's beekeeping industry, it is not to promote the welfare of car owners and employees, but to promote local biodiversity and help maintain the prosperity of local bee colonies.

Perfume: have to do giveaway welfare of course, not all three industries can become a successful starting point for brand building in the cross-border reform of large-scale integration-- and even through them, the probability that the brand wants to play a successful combination of punches. Almost nothing.

Like car perfume.

In fact, not long ago, Tesla launched 2000 bottles of "scorched hair smell" perfume on his own platform and was snapped up because his brand was …... Tesla.

I remember last year, Ford launched a Mach-Eau perfume that smelled of gasoline, rubber and exhaust. But the end result is a lot of thunder and little rain.

No way, most of the perfumes of car brands are boring and mediocre, which can be described as the hardest-hit areas of cross-border cooperation. No matter Rolls-Royce, Lamborghini, Ferrari, Porsche, Mercedes-Benz, Cadillac. No matter how well-known the brand is, most of the final results are often flat.

Although the iron rule of "Six God > old incense > salon > commercial incense > Adidas incense > luxury car brand incense" has been broken by Bentley and Tesla, it still applies to most cases.

Just look at the number of reviews and ratings of car brand perfumes on NoseTime.com, a world-famous perfume review community, to see how much consumers dislike car perfumes. The reasons for rejecting car cross-border perfumes are the same: the bottle design is tacky, the fragrance is cheap and nothing new, and there is no brand trait. Of course, the most important point is: not to be distracted and unprofessional.

In fact, two years ago, I wrote in detail about all kinds of car perfume, "at the bottom of the chain of disdain for perfume, lies the bodies of Rolls-Royce, Lamborghini, Bugatti and Cadillac." it describes in detail that even Rolls-Royce, Lamborghini, Ferrari, Porsche and other luxury brands, no matter how high they are in the car circle, they can't help but lower the noble front grille in front of their friends, and men and women cry.

After all, the original intention of luxury car brands to make perfume across the border is to please car owners as a car welfare, but often the "welfare" itself does not match the car brand. More importantly, car owners who own luxury cars have no shortage of good perfume, and the perfumes launched across the border of many luxury cars have become extremely chick, and even make some consumers wonder whether the products they buy have glitches of one kind or another.

So, if you can't become a role model comparable to the two money-burning salons, Creed and Byredo, like Lord Bentley at that time, you might as well learn from Tesla and be original-- arouse people's curiosity with a different description and taste from traditional perfume, so that many potential consumers who seem to have no intersection are interested in a car brand and show their own brand and corporate culture.

At this point, Grandpa doesn't think as fast as his grandson.

By the way, how could Tesla be so good? the skill of "scorching hair" is really unforgettable. It is suspected that nine times out of ten, he has sent barbs to the two fragrance demons of Timente and Jiefang Orange County to steal the sunflower treasure book.

In fact, no matter how well the sidelines of car companies play, they are not as good as Michelin and Pirelli, which make tires.

This article comes from the official account of Wechat: autocarweekly (ID:autocarweekly), article: Dedee

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