Set sail1992

Chapter 1097 What is your position?
The leaders of Lu Province also attached great importance to the cooperation between Zhang Qihang and Big Brother. After confirming that Zhang Qihang really wanted to help Big Brother, the leaders were still not at ease. The position of the brand in the country and in the hearts of Chinese people is too special, too special.

For this matter, the provincial government even held a symposium, trying to understand Zhang Qihang's truest thoughts, and at the same time strengthen his confidence: don't mess it up...

At this symposium, in the face of these leaders who cared about themselves, Zhang Qihang also sincerely explained to the leaders: "Leaders, the reason why I agree to this invitation from FAW is because I have confidence in my ability. , thinking that he can come up with a design that satisfies the leaders and is recognized by the public;
On the other hand, it is also because I also have deep feelings for Hongqi cars, and I am proud that our country has such a luxury car brand recognized by the public, but at the same time, I am also deeply saddened by the current situation of Hongqi cars .

To be honest with you leaders, before this, I actually thought about how to revitalize the brand if I were the general manager of Hongqi Automobile, but I can only think about this idea, but now, I finally have the opportunity. As a designer, but I still want to try. "

The emotion in Zhang Qihang's words cannot be concealed from others. Hearing Zhang Qihang's words, several leaders who participated in this symposium were silent. They could all hear that Zhang Qihang really wanted to do something to revitalize the brand. What.

After a while, Tang Changhao, who had been silent since the beginning of the meeting, finally asked Zhang Qihang, "Xiao Zhang, how sure are you about this matter?"

Zhang Qihang said without hesitation: "I guarantee that I can design a sufficiently good car, but the subsequent marketing and promotion are beyond my control."

"Call..."

Hearing Zhang Qihang's words, many leaders in the conference room breathed a sigh of relief: Can Zhang Qihang guarantee that he will come up with a good enough design?that's enough!
Everyone never thought that Zhang Qihang could make the Hongqi brand a big hit in the market with a single design. What they want is just one thing: as long as Zhang Qihang can come up with a design that everyone agrees on.

Tang Changhao also nodded again and again: "Since you are sure, the province will definitely support you... You just need to do your design, and you don't have to worry about other things."

What you said is quite straightforward, it is equivalent to a clear promise to Zhang Qihang, if the big brother approves your design, but in the future the car does not sell well and wants to push the responsibility to you... Ha ha , we are your "mother's family".

Zhang Qihang naturally understood the meaning of these words, he was grateful and excited at the same time, he nodded heavily: "Leaders, please rest assured, I will definitely not let you down."

------------

After receiving the reply from Lu Province, FAW finally breathed a sigh of relief.

Although they agreed with Lei Zhiping's idea and thought it was a good idea, before Zhang Qihang and Lu Sheng gave a clear answer, everyone was still worried. The reason is also very simple: the situation of the Hongqi car is here. Well, since the resumption of production in 1996, the market performance has been unsatisfactory. Considering that the current market performance is achieved with the support of government agencies at all levels and state-owned enterprises and institutions, this is even more so. There is no way to make people satisfied—co-author If the government and major state-owned enterprises and institutions don't buy it, you FAW can't sell Hongqi cars, right?

Zhang Qihang is indeed the best car designer in China, and also the most internationally renowned car designer. This is true, but Zhang Qihang is not stupid. Can't he see how big a pit is in this?
Comrade Lei Zhiping had a good idea, and asked Zhang Qihang to design a new generation of Mingshi and Century Star for Hongqi, but Zhang Qihang couldn't see the risks involved, so he would definitely agree?

There are too many unknown factors.

It is also because of this that FAW decided to contact Lu Province through official channels after repeated weighing, and then confirm Zhang Qihang's meaning through Lu Province. What FAW did not expect was that Lu Province's reaction It was so fast. Not only did he give a clear answer in just a few days, he even said that "Zhang Qihang is very much looking forward to being able to participate in such a significant work." It's easy to say, but Lei Zhiping was able to sleep peacefully.

Of course, even if Zhang Qihang is to be invited to help design a new generation of Mingshi and Century Star, the big brother still wants to put his own airs on hold. At the very least, he can’t act so urgently. The official letter of visiting the industrial group and hoping that Zhang Qihang would also visit FAW came to Huateng Industrial Group.

Zhang Qihang was annoyed and amused by Big Brother's little thoughtfulness: If you put more thought into business affairs, the Hongqi car would not be like this...

It’s just that it’s good to be angry, and it’s funny to be funny. Zhang Qihang still sent a reply letter to Big Brother on behalf of Huateng Industrial Group, expressing his welcome to Big Brother to visit and guide the work of Huateng Industrial Group.

The next thing was naturally logical, and the big brother quickly organized a delegation to visit and inspect Huateng Industrial Group. To be honest, at the beginning, the comrades of Hongqi were more concerned about this investigation activity. With a mentality of going through the motions, I feel that there is nothing to investigate: We have inspected the Volkswagen Group and Audi in Germany. Volkswagen and Audi represent the highest level of automobile manufacturing, technology and management in the world today. Is it possible for you? Can Huateng Industry Group be stronger than Volkswagen and Audi?
But after two days of investigation, none of Big Brother's comrades dared to think so...

Lei Zhiping, who felt that this visit had greatly increased his knowledge, also changed his previous view of Huateng Industrial Group, and couldn't help but said to Zhang Qihang: "Mr. Zhang, I know why your Huateng Group is able to do so It has grown to where it is now in just a few years.”

Speaking of this, he gave a thumbs up in complete confidence: "You are really amazing."

Zhang Qihang smiled and said, "They were all forced out." He didn't want to talk too much about this topic. After saying this, Zhang Qihang immediately asked Lei Zhiping: "Mr. Century Star, I have a few points that I don't understand, can I ask you for advice?"

Lei Zhiping said quickly: "Mr. Zhang, you are too polite. If you have any questions, feel free to ask."

"Among the internal positioning of our group, what is the positioning of Mingshi and Century Star?" Zhang Qihang frowned and said, "Mingshi is a medium-sized car, and Century Star is a medium-to-large car? But the size of the two cars, Especially the most important wheelbase is less than 2 meters 7, this..."

Yes, Zhang Qihang agreed to help the big brother design a new generation of Mingshi and Century Star, but Zhang Qihang has always been a little confused about the positioning of Mingshi and Century Star: it is said that these two cars are derived from Audi 100 and Century Star respectively. The Audi 200 is a serious medium-to-large car, but the problem is that this wheelbase was fine for a medium-to-large car 20 years ago, but now it can only be said to be a standard mid-level car ——It’s not even as good as a mid-level car. Both the Passat B5 and the Accord have a wheelbase of more than 2 seconds and a body length of more than 7 meters.

And considering the prices of these two cars, the price of Mingshi is obviously the price of an entry-level mid-size car, but the Century Star with a similar wheelbase costs more than 20...

Therefore, Zhang Qihang’s impression of these two cars can be described in one word: chaos!

From Zhang Qihang's point of view, maybe Big Brother himself is vague about the positioning of Mingshi and Shijixing.

Facts have proved that Zhang Qihang guessed right. The big brother's positioning of the two cars under Hongqi is indeed vague. When Zhang Qihang asked this question, Lei Zhiping was a little confused. He frowned and thought for a while before saying: "Mr. Shi’s positioning should be a mid-level car, as for Century Star’s positioning... Well, it seems to be a bit short of a medium-to-large car, and a mid-level car seems to be higher than a mid-level car..."

Hearing what Lei Zhiping said, Zhang Qihang was speechless: Would you like to listen to what you said?

Probably Lei Zhiping also felt that his answer was a little outrageous, and he said a little embarrassedly: "Mr. Zhang, to tell you the truth, we really haven't considered this issue carefully..."

Zhang Qihang was speechless again.Speechless, what should be said, he said: "Mr. Lei, you have to think about this issue, like Mercedes-Benz, C-class, E-class and S-class, each class is clearly divided, consumers listen to it The Mercedes-Benz C-Class is known to be a mid-level car, and the E-Class is known to be a mid-to-large luxury car. As for the S-Class, it is known to be the top luxury D-Class car of Mercedes-Benz.

This is the case for Mercedes-Benz, so is BMW and Audi. Let's Hongqi...should we carefully consider the division and positioning between the various levels?Otherwise, let’s just say that I will help us design a new car this time. Designing a car is not a problem, but the question is which level should the new generation of Mingshi be positioned at, and according to which level of car should it be designed? "

"Tsk..."

Lei Zhiping smacked his lips when he heard this, and felt that what Zhang Qihang said could not be more correct: Yes, when you mention Audi A4 and BMW 3 Series, everyone knows that these are mid-sized cars of Audi and BMW, and when you mention Audi A6 and BMW As for the 5 series, you know that this is a mid-to-large car from Audi and BMW, so what is the position of Mingshi in the product lineup of Hongqi?What is the positioning of Century Star?
Thinking of this, Lei Zhiping himself felt puzzled: That's right, it is necessary to define a clear market positioning for its products, only in this way can we carry out targeted design and marketing, but such a simple question, why has no one Considered?
With a wry smile, Lei Zhiping asked Zhang Qihang: "Mr. Zhang, how do you think the various models under our group should be divided?"

Originally, Lei Zhiping didn't want to ask, but after thinking about it again, since Zhang Qihang can raise this question, it means that he has carefully studied the problems of the Hongqi brand. People know better than themselves, so why not admit it?Be honest, maybe you can get some advice for free.

Zhang Qihang did not answer this question right away, but asked Lei Zhiping retortly: "Mr. Lei, I heard that Hongqi has developed a new car based on the MAJESTA version of the crown. It is estimated that it should be launched next year. Is there such a thing?" Is it okay? Then what is the positioning of our group for this car?"

"..."

Lei Zhiping was numb to what he heard: Can we still have a little secret?
Numbness is numbness, since Zhang Qihang said so, Lei Zhiping did not deny it, he nodded and said: "There is such a car, our plan is to use this car owner to enter the market of medium and large luxury cars."

Zhang Qihang nodded: "If this car is used to focus on the medium and large luxury car market, then Mingshi and Century Star can only focus on the mid-level car segment."

Speaking of this, Zhang Qihang sincerely said to Lei Zhiping: "Mr. Lei, I think so. With the brand height of our Hongqi car and the height in the hearts of the people, I think Hongqi absolutely cannot produce compact cars, mid-level cars. That's our bottom line."

"Well, that's it."

Lei Zhiping nodded, agreeing with Zhang Qihang's words.

"But in this way, the market positioning of Mingshi and Century Star will overlap." Speaking of this, Zhang Qihang threw up his hands helplessly: "C-class cars already exist, and A-class cars cannot be produced, so Mingshi and Century Star Which of these two cars is a B-class car? You can’t have both, right? If so, wouldn’t it be a fight between yourself and yourself?”

Lei Zhiping understood what Zhang Qihang meant, and felt that what Zhang Qihang said was very reasonable, but he understood it. When he thought that Mingshi and Shijixing would give up one of the two cars, he was a little unwilling: "Mr. Zhang, what do you mean? Give up one?"

Zhang Qihang smiled and waved his hands again and again: "No, no, Mr. Lei, you misunderstood. I just think that the positioning of these two models is repeated, which is completely unnecessary. Of course, if our group has its own considerations, I can completely understand. As long as You can tell me their positioning and user groups, and only by knowing these can I make targeted designs, right?"

This is the truth...

Without even thinking about it carefully, Lei Zhiping admitted that what Zhang Qihang said was indeed correct. From the perspective of product positioning, the positioning of Mingshi and Century Star did overlap somewhat. Of course, strictly speaking, Century Star is better than Mingshi is half a class higher and more luxurious, but this "half class" is the most difficult to deal with. The gap between the two models has not been widened at all, and I am fighting with myself...

Thinking of this, Lei Zhiping suddenly found that things were more complicated than he imagined.

(End of this chapter)