Chapter 1865 Wrong Direction

Zhang Ruiqiang knows that the succession of a consortium is much simpler than that of a holding company, and management will be easier. He thought that Feng Yu did this for the sake of his family, which is also human nature.

But Feng Yu really didn't think about it that way. There are many choices for the child's future. No matter what, his child will not be poor. Giving too much money rashly is not good.

Feng Yu just thinks that this kind of investment is more cost-effective, can have better cohesion, and can greatly enhance the company's ability to resist risks.

Since Zhang Ruiqiang does not object, then things are much simpler. Feng Yu can vigorously develop the banking industry and related businesses when he turns back. He wants to become the person that all consortiums can only look up to.

"Feng Yu, I have something to consult with you, it's a small matter."

Feng Yu squinted at Zhang Ruiqiang, the matter you asked, can it be a trivial matter?

"Look, those large car companies in our country have always wanted to revitalize the old brands, but the results are not satisfactory."

Feng Yu was a little curious: "No, I think many of our own brands are okay. The advertisements are well done, and you can see a lot on the street. What's the matter, you still want to make them surpass Songjiang brand in one fell swoop?"

Songjiang brand is the number one car brand in China, a position that cannot be shaken by so many top foreign car companies, let alone these domestic car companies.

Although car companies around the world have been affected this year, sales have declined and turnover has declined, Bingcheng Machinery's auto business is still growing.

The sales of foreign cars are not good, but the sales of cars in the Chinese market are still growing like a blowout. Not only the original brand, but the newly joined Jie Bao is also very popular.

Among the world's largest car companies, except for Bingcheng Machinery, whether they are in Europe, North America or Asia, their turnover has declined, and many brands have even suffered losses.

But Bingcheng Machinery is such a special case, not only did not lose money, but also earned more.

Other domestic car companies have also developed well in the past few years. With the support of the state and the escort of local key points, coupled with the explosion of the domestic market, it seems that Lao Zhang's appearance is not very good?

"Don't be joking. If those people can make the company surpass the Songjiang brand, I will directly transfer them to the committee, but they must have that ability." Zhang Ruiqiang shook his head. If Feng Yu is willing to be an official OK.

"I mean they spent a lot of money, whether it's advertising or technology research and development, why is their sales not improving?"

Feng Yu thought for a while: "Can you give an example?"

There are many aspects that affect product sales, and Feng Yu can't simply summarize them. But under normal circumstances, if the technology is good and the publicity can keep up, the sales should improve. Could it be that there is a problem with the service? Or is there a problem with the propaganda?

"For example, this Hongqi car used to be our first-class car brand in China, and our concierge cars are all Hongqi."

"Later, you also knew that the technology was not good enough, the output was not good, and it gradually declined. Later, FAW made a revival plan for it, and it did not spend less money. Good technology was used, and advertising was not pulled down. Why is there no one? Would you like to buy it?"

Feng Yu also read about this problem on the Internet in his previous life. New models that cost tens of billions to develop can only sell more than 5,000 vehicles a year. There is also a concept car with a cost of 5 million RMB, but no one cares about it.

Feng Yu thought for a while and said: "Advertising is also strategic, and the characteristics of the product must be highlighted. I haven't watched much TV recently, and I haven't noticed the advertisement of the Hongqi car, so I don't think very well about it."

"But I know that if the advertisement is not done well, even if a lot of money is spent and the placement density is very high, the effect will not be good. The most important thing is that the advertisement must be consistent with the actual situation of the product."

The advertisements of some products can be exaggerated, but if you exaggerate the advertisements of this kind of cars, it will be false. You have a shot of running in the desert, then consumers must think that your car can drive in the desert, if you can’t,

Consumers are bound to be very disappointed and feel cheated.

"And if the technology is new, it must be good. Mature technology is the most suitable for the market. If you make some technology that is more gimmick than practical, it is not even stable enough, and consumers will not buy it."

"The appearance and interior of a product are both important. If the car looks like a cheap car from the outside, even if your interior is luxurious and the performance is outstanding, not many people are willing to buy it. Many people buy it. The car is for the sake of face."

When buying a car, many people consider the brand first, and then other aspects. Big brands have face!

"The after-sales service of the products must also keep up. Our Songjiang Automobile has 4S stores in almost every county in the country, and the after-sales service is very good. This is something that other brands cannot imitate."

"In the end, I guessed that it might be a pricing issue. If the pricing is not right, for example, if it is similar to the price of our Songjiang brand, then Hongqi must be the one that failed, even if the technology of Hongqi's new car is not inferior to ours."

Zhang Ruiqiang was very curious: "Then why? The technology is not inferior to yours, and it is an old brand. Now there are so many advertisements, why can't it sell?"

Feng Yu shook his head, the price of co-authorship is really the same as that of Songjiang Automobile, so it should be at the same level as Guoao?

"Old brand? How many people would like the old brand? How many people have taken a Hongqi car? The Hongqi car used to be something they could only look up to, but now, the leaders have relaxed their standards for the purchase of public cars, right? ? It can even be said that our Songjiang Automobile is the first choice, right?"

"The revival of the brand cannot be achieved by some advertisements. For this, you can send someone to visit the car factory in Kirilenko and see how they revitalized the Volga car."

"You can make some retro designs on the exterior, but it must not look too ugly. Moreover, the brand value of the Hongqi brand is so high. It is whimsical to increase the price of the car by relying on the added value of the brand. It should be regarded as A new brand, at most, plays the emotional card.”

At this time, the red flag card was worthless in Feng Yu's view, and Feng Yu didn't want it if it was given to Feng Yu for nothing. Brand awareness is high enough to have brand added value.

You are a brand that has been in decline, what brand added value are you talking about? Why don't you learn from Modu Automobile, take the low-priced civilian route, and then gradually improve the grade, or even create a new mid-range brand directly.

Feng Yu finally reminded that FAW must not be allowed to imitate Bingcheng Machinery, make concept cars, make high-end cars, they can't do this.

Technology can only create value if it is used in the right place. If used in the wrong place, it becomes a joke.

Every enterprise has to find its own way to develop, blindly copying other people's experience, and never get out of its own way!

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