The Young Generation Car: Cherry QQ Mini-buses had kept an increasing momentum in the 1990s. However, due to the increasing high standard for environmental safety since the middle 1990, the competitive edge for the cost of mini-buses began to decrease gradually. Therefore, the big manufactures tended to produce cars. In the circumstance, Cherry Company carried out a detailed market research, and then chose the mini-cars market. The new products are different from the ordinary mini-buses, with the similar size of the mini-buses but the fine configuration of cars. Cherry QQ is the name for the new product, and the target customers are the knowledgeable young people without much money, as well as the middle-aged people, young and fashionable, with a good foundation in their career. The potential consumers of Cherry QQ are the white collars who have graduated from college for two or three years. People can easily get this type of car with an average salary of 2,000 yuan per month. In order to attrac t young people, Cherry also adds the exclusive digital “ I-say ” system, becoming the talking QQ and the most fashionable mini-cars. The “ I-say ” system , is an ex c lusive digital vehicle-mounted equipment, int e gra t i n g text reading, MP3 player and digital U disk together and making QQ closely con nected to the Internet. Therefore, it ful ly caters to the r equirem ent of the young generation , who can not live without the Internet, just like fish without water. In May of 2003, Cherry QQ entered the market preheating stage. When the consumers and the media are very curious about the brand, the company holds an activity on the Internet to attract the public in the participation of guessing the QQ's market price. More than 2 00,000 people joined in the activity. At that time, it's widely believed that the official price might be between 60,000 and 90,00 yuan. By the end of May, QQ's price was uncovered, only 49,800 yuan, more attracting than what the customers had expected before. The price is similar to that of the mini-bus with the same speculation, but the configuration accords with the international standard, from the outer design to the inside design. Thus, the media spontaneously started to discuss the Cherry QQ phenomenon, and the QQ hot wave appeared in the consumers. At the moment, consumers hoped to buy QQ as quickly as possible. From July to September in 2003, Cherry QQ was sold in great quantities every day. In this phrase, the QQ flash design competition was launched o n the Internet, directing at the young and fashionable feature of the target consumers, in order to attract consumers to join in. Then, manufactures organized the QQ decoration competition in September, based on the fashionable and individualistic characteristics of the young generation. From the competition, it can be easily seen that Cherry QQ has become the spokesperson for the fashionable life style of the young generation. Therefore, a lot of fashionable young men and women bring the cute elf i n back home, be cause of QQ's fashionable appearance , high configuration and good cost performance . Then QQ becomes the happy companion of consumers.