Chapter 1739 Already Let Them

"Market positioning means that the company creates an impressive image of the company based on the position of competitors' existing products in the market and the degree to which consumers attach importance to a certain feature of the product."

"To give a simple example, when it comes to elves, what do you think of?"

Zhang Ruiqiang said without hesitation: "Cheap and small."

"Yes, this is the market positioning of the Elf brand. No matter how many cars Elf will launch in the future, these two most intuitive impressions will never change."

Elf only produces small and cheap cars, with a slightly higher grade, so the brand of Elf is no longer used.

With Feng Yu's explanation, Zhang Ruiqiang also understood. Although he didn't have any MBA, he also studied economics, and he was able to understand all of these.

"So, the models of other car companies should be different from yours?"

"Not necessarily. For example, Alto also has the market positioning of cheapness and compactness. It is an obvious competitive relationship with the elf. My wind and rain design is also a model design for them, right? In terms of automotive industry design, the domestic Nothing can compare to Fengfengfeng Design?"

If Feng Yu wants to squeeze out domestic competitors, there are too many legal means, but he doesn't even bother to do so.

"If other car companies want to compete, they must come up with features that make consumers stand out, whether it is price, or technology, or design, after-sales service, etc., otherwise, it is best to stagger their positioning Better."

Zhang Ruiqiang thought about it, and faced it head-on, it seems that domestic car companies really have no advantages. Bingcheng Machinery Manufacturing Group has great advantages in terms of technology, brand, design, after-sales and even price. It is said that in terms of cost control , and do better.

Then the staggered positioning is to find a market where Bingcheng Machinery Manufacturing Group has no obvious advantages, and other car companies will focus on it. This is a good way.

However, Bingcheng Machinery Manufacturing Group has already dabbled in sedans, sports cars, SUVs, business, etc. Can other car companies only make cars like small bread?

Seeing Zhang Ruiqiang frowning bitterly, Feng Yu reminded: "Old Zhang, have you paid attention to the pricing range of our products?"

Pricing range?

Zhang Ruiqiang thought for a while, and suddenly realized that Feng Yu had always left room for the survival and development of domestic car companies.

For example, the highest price of elfs does not exceed 50,000, and the lowest price is less than 20,000. Among them, the two models with 20,000 to 30,000 are the best sellers, and the ones with more than 40,000 are generally sold. Then the next level is the Songjiang Guoao low-profile version, which costs a little over 100,000 yuan, and the low-profile version of Dongfang Shenlu also costs a little over 100,000 yuan.

Then between 50,000 and 100,000 yuan is the living space reserved by Feng Yu for other car companies. There is no competition at the same price, but it can be sold at a lower price, which can also make money.

"You mean the prices are staggered? No wonder your car prices are always very different, and the models you launch are not as many as those in foreign countries. This is leaving room for other domestic car companies to survive."

Seeing that Zhang Ruiqiang understood his painstaking efforts, Feng Yu was very relieved. At the beginning, based on the status quo of domestic car companies, Bingcheng Machinery Manufacturing Group is a joint venture. If it pays to buy the factories of other car companies, it will soon be able to spread across the country, and other car companies at the top have no room for survival.

At that time, joint venture cars could not compete with the Songjiang brand in the Chinese market, let alone domestically produced cars, which were inherently lagging behind in technology.

If Feng Yu really did that, in the domestic passenger car market, the peak of Bingcheng Machinery Manufacturing Group would not occupy half, but at least 70% to 80% of the domestic passenger car market, and could even gradually eat away other brands.

"It's good that you understand, I've already given in to them, otherwise I would have killed other car companies at the same level. India's Tata Motors knows that it is the only one in India."

"If I let Bingcheng Machinery Manufacturing Group do that, we will be the only one left in the domestic core auto companies. Did we have the technology for commercial vehicles before?

Is it also leading in the country? If we make commercial vehicles, do you think we won't make any money? "

"That part of the business has been reduced by us, right? We are only doing technology research and development now, and we have given up brand development. This is also to give domestic cars a living space."

"Have you ever known that when other car companies develop new products, have they done market research? Have they seriously thought about the advantages of their products? Don't think that this car looks good, or it doesn't drive bad. It must be sold."

"When we produce a new car, it must look great, make people want to buy it, drive better, and make people love it. And we launch different models according to different requirements of consumers."

"Is there anything domestic car companies can do better than us? Yes, but they haven't used it reasonably. For example, is the Volvo owned by Yangcheng Automobile in the end?"

"It's an industry that pension investment funds use to invest in Yangcheng Motors. Yangcheng Motors is close to the port and is more suitable for import and export trade." Zhang Ruiqiang explained.

"These are not important, but you should also know Volvo's reputation in Europe, right? The safest family car, this slogan has been called for many years, and it has not been challenged by other car companies."

"Safety is Volvo's biggest selling point. This is very important, and we are very envious. Yangcheng Automobile can focus on this as a whole."

Of course, now that Woerwo belongs to Huaxia Automobile Enterprises, many technical exchanges must be much more convenient than before. Bingcheng Machinery Manufacturing Group also has a lot of advanced technologies in the world, so I don't believe that Yangcheng Automobile can bear it.

"The positioning of foreign car companies is very clear. For example, BMW has always followed the mid-to-high-end route and has never made economical cars. It is also the case with Benchi and those sports car brands. Their products are just one word, expensive!"

"Do you want to say that their products must be several times better than our cars? Not at all, but their sales are still very good, because they have become synonymous with high-end cars in people's minds, which can keep their profits very high. At the same time, there are more More funds can be invested in research and development to maintain technological leadership.”

"This is too detailed, so I won't talk about it. The management of those car companies should also understand how to do it. I never intend to monopolize any industry in China. I reserve all products for domestic brands. living space."

"Whether they can survive depends on their vision, brains, etc., not on my exclusion. Enterprises must survive the survival of the fittest, and there is no such thing as pity."

"The biggest tragedy of an enterprise is that there is a manager who has power, loves to manage things, and doesn't know much about it. If it is not possible, let the managers of state-owned enterprises come to our Taihua Business School to study for a period of time. There are not only domestic and foreign experts and professors , and entrepreneurs like Zong Qingxian and Liu Chuanzhi give lectures, and I promise you won’t regret coming here.”

When Feng Yu left, Zhang Ruiqiang pondered for a long time, how could he feel that if entrepreneurs from state-owned enterprises were allowed to study in Feng Yu's school, would they always have a feeling of attracting students to Feng Yu?

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