Chapter 1736 The Same Multi-Brand Enterprise Is Not the Same

There are more and more car brands in Bingcheng Machinery Manufacturing Group, which also makes some people worry.

They still remember that Feng Yu said at the beginning that there are too many brands of cars for the same use, so the losses are relatively large, and it will become so miserable when there is an economic crisis.

Isn't it the same for Ford Motor? When the economic situation is not good, they can only rely on selling the car brand to save the company.

But with these counterexamples, why are there more and more brands of Bingcheng Machinery Manufacturing Group?

Originally there was a Songjiang brand, but later the SUV was listed separately and the Dongfang Shenlu brand was established, which is nothing. Then got the elf, specializing in the production of small cheap cars.

Now it has acquired Jiebao, focusing on the mid-to-high-end market and the sports car market. In this way, isn't it seriously weakening the Songjiang card, which was originally the strongest?

Others said that the Songjiang brand should also be divided into several sub-brands, and those for the low-end market, mid-end market and high-end market should be separated, not just the models.

These debates finally came back to Feng Yu.

Li Mingde and Li Dafu believe that there should be no more brands, but some executives think that it does not matter if there are more. If you look at the large car companies in the island countries and Europe, there is not more than one brand.

"Mr. Feng, I think we should set up several more sub-brands and divide our market in detail, which will help us occupy all levels of the market."

"Look at the current domestic market, major car companies are making great efforts. They not only have their own brands, but also joint venture brands, which have had a serious impact on our market share, and our share is steadily declining."

"If we don't take some measures, maybe our passenger car market share will fall below 40%, or even below 30%."

"Once we divide the brand in detail, with the strong brand advantage and appeal of our Bingcheng Machinery Manufacturing Group, it will definitely not be difficult to promote the sub-brands, and we can promote different brands for different markets, which may allow Our share in the domestic passenger car market has returned to more than 50%!"

"Mr. Xu, haven't you learned from the same experience as car companies such as Yongyong? It's easy to focus on one and lose the other in multi-brand management. What's more, we already have four brands now, and we can't continue to increase." Li Dafu retorted.

"President, I don't think so. There are too many multi-brands in use, and many of them are loss-making. But our multi-brands will not lose money, our market share will increase, and our profits will also increase. Ascension, these are two different things at all.”

"Look at Dezhong Company, as well as the car companies in the island country. They also operate with multiple brands. How fast are they expanding? Maybe in two years, Crazy Field and Dezhong will be the top two in the world's car production and sales."

"Besides, I have also studied other multi-brand companies. Although they are not automobile companies, as the world's top large companies, there are many things we can learn from."

"For example, Procter & Gamble, the world's largest daily chemical products company, has a profit margin of more than 10 percent. They own more than one hundred brands, and among them, there are more than a dozen brands with sales exceeding one billion, and even many of them It’s just a product.”

"They can, why can't we? The reason why the same car is losing money is related to the multi-brand operation, but more importantly, they have not carried out effective alliances. We don't need to worry at all. Our R&D centers are all together. of."

Mr. Xu is now the vice president of Bingcheng Machinery Manufacturing Group. He knows that Li Mingde plans to retire next year, and Li Dafu will succeed in his position. Then the position of president of the company is vacant.

There are several vice presidents in the company, and he is in charge of the automobile business. He has to show his ability so that he can successfully take over the position of president.

The vice president in charge of motorcycles, electric vehicles, agricultural machinery, etc. is also aiming at this position. He is the youngest among them, and he thinks he has the greatest hope.

Feng Yu watched everyone arguing,

Some supported Li Dafu, and some supported Mr. Xu. It doesn't matter if there is an argument, just bring it up for discussion and convince each other. If no one has an idea and doesn't say anything, the leader's words are all right, and the company will be in danger.

"Okay, everyone, please be quiet first. I probably understand what Mr. Xu means. Since Mr. Xu used Procter & Gamble as an example, let me also share my opinion."

"Procter & Gamble, the most successful daily chemical company in the world, has not more than one hundred brands, but more than two hundred, close to three hundred brands, covering ten major categories."

"Mr. Xu believes that such a multi-brand company can operate very well, and its expansion is getting faster and faster, and its profits are constantly increasing. It is worth learning from. I agree with this."

"But Mr. Xu also said that Procter & Gamble is very different from our Bingcheng Machinery Manufacturing Group. They are daily chemicals, and we are machinery."

"How long is the service life of the machine? Maybe it will be used up in a month or a few months? And how much does a car cost? The cheapest elf costs more than 10,000 yuan?"

"How much is a bottle of shampoo? How much is a bottle of hand cream? How much is a bottle of cologne? How much is a tube of toothpaste? There are also washing powder, soap and other products. worthy, right?"

"They are daily chemical products. The core of daily chemical products is daily necessities, which are used every day and consumed quickly. You can buy Head & Shoulders today, Pantene tomorrow, and Rejoice the day after tomorrow. Maybe you can't use up a bottle in a day. , but one month, three months?"

"But cars are different. How many people can drive this one today and that one tomorrow? You can not drive for three days, but can you not wash your hair, face and brush your teeth for three days?"

"This kind of fast-moving consumer goods really has no analogy with our cars. As for why they have so many brands, but have you seen that many of their brands are acquired?"

"Just like Taihua Holdings Group also has daily chemical products. There are several brands that were taken back from the world's top daily chemical companies such as Procter & Gamble and Unilever. When they first entered the Chinese market, what if the brand was not recognized? ?”

"Acquire several of the most well-known daily chemical brands in this country, and then use this brand to gain a foothold, so as to promote their own brand."

"It's like some daily chemical products that are famous brands in our country, but in foreign countries, I'm afraid no one has heard of them at all. They have their own brands."

"And this method cannot be copied to the expansion of automobile companies. Tongyong Automobile expanded in this way, and then failed. A big automobile brand is much more expensive than a daily chemical brand."

"Since Mr. Xu thinks that there are many brands under the big car companies in Europe and island countries, but you haven't looked carefully, their Dezhong brand and Crazy field brand are also from low-end cars to high-end cars. There are all of them, but different names are used to name the car series to distinguish grades.”

"More intuitively, whether a car is expensive can be seen from its exterior design. Compact, mostly economical cars, and those cars that look very grand, which one is cheap?"

In the end, Feng Yu made a final decision: "Let's just stick to these brands for the time being. In the domestic market, these brands are enough. In the foreign market, I have no objection to continuing to acquire other brands in the future, but they must be high-quality brands. In general, we don't want them for free!"

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