Set sail1992

Chapter 1098 Should I temporarily seal it up?
The two of them communicated here, and there was no way to continue the conversation - they didn't even know the positioning of the model, so what's the matter?
During the noon break, Lei Zhiping quickly reported the situation to Mr. Zhu by phone. Hearing the situation reported by Lei Zhiping, Mr. Zhu kept frowning: Regarding the two cars Mingshi and Century Star, they should He didn't think about how to position it...

But a leader is a leader. After frowning and thinking for a while, Mr. Zhu said slowly: "I agree with Comrade Zhang Qihang's statement that 'B-class cars are the lower limit of the red flag'. FAW can produce It is a compact car, but Hongqi absolutely cannot produce models below the mid-level. From this point of view, I think Mingshi can be positioned as an entry-level model for Hongqi, just like the Mercedes-Benz C-Class and Audi A4."

Of course, positioning is positioning, and price is price. It is impossible for Mingshi to sell at the price of C-level or A4. Mr. Zhu and Lei Zhiping both understand this, but there is no need to say it.

"You're right, that's the truth," Lei Zhiping nodded repeatedly, agreeing with Mr. Zhu's words: "If Mingshi is a B express car, then the HQ3 that will be unveiled next month is a C-class car, and the Hongqi we are currently producing The flagship is a D-segment car, so that there are three levels of medium-sized, medium-large and large-sized cars, and the product has also achieved complete coverage in all levels, but if this is the case, how is the "Century Star" positioned?"

Hongqi still has a D-class car?

Yes, this car is called Hongqi Flagship. This model called "Hongqi Flagship" is actually the same as Mingshi, Century Star and HQ3. , In other words, the Hongqi flagship car is the rebranded car of Lincoln City.

"Century Star..."

When it comes to Century Star, Mr. Zhu also has a bit of a headache: In the original positioning, Mingshi is a medium-sized car, and Century Star is a medium-to-large car, but now there is an upcoming HQ3. In FAW's positioning, HQ3 It is a serious mid-to-large car, which is used to compete with the Audi A6 for the mid-to-large executive car market. In this way, the positioning of Century Star is indeed very embarrassing. It is not appropriate to say it is a mid-size car; it is a mid-to-large car. , is also inappropriate—you can see, I don’t know what Big Brother thinks in his heart, he owns A6 and Crown, two medium and large sedans that are very popular in the market, but they must be working on one Medium and large cars come out and fight with themselves.

However, Mr. Zhu reacted quickly enough. After realizing that it is difficult for Century Star to give a clear position, he immediately had an idea and said: "The position of Century Star is indeed a bit difficult to find. In this way, Zhiping, you ask Ask Comrade Zhang Qihang, what is his opinion or good suggestions on the positioning of Century Star? One person is weak in skills, and two are strong in skills. It is always right to listen to the opinions of other comrades."

For a while, Mr. Zhu didn’t know how to define the positioning of Century Star, but this did not surprise Lei Zhiping. The person in charge of the Hongqi brand himself was also at a loss for this problem, and couldn’t figure out how to position the Century Star car. Well, he even thinks Mr. Zhu's suggestion is good: I can't think of a solution to the problem here, so why not ask someone who understands it?He immediately nodded and said, "What you said is, I'll ask Mr. Zhang what he thinks of this later."

........................

"You ask me what I think of Ming Shi and Century Star?"

When Lei Zhiping asked Zhang Qihang about this question, Zhang Qihang said cheerfully: "I have really thought about this question, and I think it might be better for our group to give up one of Mingshi and Century Star."

"Give up one?"

When Lei Zhiping heard this, he frowned immediately, and instinctively wanted to object.

Zhang Qihang was not at all surprised by Lei Zhiping's reaction. He nodded and said, "Yes, give up one, or else, Mr. Lei, tell me how to position the two cars Mingshi and Century Star?"

"This one……"

Hearing Zhang Qihang's question, Lei Zhiping was also speechless. He didn't know how to deal with the two models of Mingshi and Century Star, but when he thought of Zhang Qihang saying that he would give up one, he was subconsciously reluctant.

"But if you give up one, it's easy to handle," Zhang Qihang said: "If you choose Mingshi, then Mingshi will be positioned as an entry-level mid-size car..."

"An entry-level mid-size car?" Hearing Zhang Qihang's positioning of Ming Shi, Lei Zhiping was a little unhappy: "Is Ming Shi just an entry-level mid-size car?"

What is an entry-level mid-size car?
Huateng Industrial Group’s Sylphy, SAIC’s Santana 2000 and Santana 3000, cars with a starting price of 5 to 20 are called entry-level mid-size cars, while Accord, Passat B[-], etc. The price of "real" mid-size cars basically starts at [-] yuan, and there is a price gap of [-] to [-] yuan between entry-level mid-size cars and orthodox mid-size cars.

Zhang Qihang explained that the Mingshi is an entry-level mid-size car, and Lei Zhiping instinctively wanted to object: Our Mingshi is the foundation of a medium-to-large C-class car!
But when he thought of the body size, wheelbase and price of his own Mingshi, Lei Zhiping had nothing to say: Although his own Mingshi is derived from the Audi 100, his own Audi 100 is the Audi 80 (C100) in the early 3s. The technology was developed more than 20 years ago. More than 20 years ago, this body size and wheelbase were only available for medium and large cars. Yes, but in 2005 today, this body size and wheelbase can only be regarded as standard Entry-level midsize car.

Thinking of this, Lei Zhiping was speechless.

Zhang Qihang sighed, and said helplessly: "If it was two years ago, when the price of Mingshi was still around 17, it would be okay, but didn't you all start promoting the rental version of Mingshi? Mingshi and even the Hongqi brand are a huge damage...Mr. Lei, when did you see the taxi version of the Passat B5 or the taxi version of the Accord?

In this case, in order to preserve the brand image of Hongqi Motors, do you think it is better to continue to use the name Mingshi, or to use Century Star, which still has a little brand height?I think the best choice is to temporarily seal the Mingshi series and use Century Star as the entry-level model of the Hongqi series. "

"..."

Lei Zhiping was speechless, and even wanted to find a way to get in: How did I launch the taxi version of Mingshi in the first place?
After hesitating for a while, Lei Zhiping said, "Then...then...if it is a century star, can the starting price be around 20?"

Zhang Qihang shook his head, then nodded again: "The standard axis version of Century Star is not good, but the extended version of Century Star has a chance."

"Have the opportunity?"

Lei Zhiping's eyes widened in surprise.

To be honest, although Lei Zhiping and even the entire FAW are called Huan, but my family knows their own affairs. In fact, everyone understands that the market competitiveness of Mingshi and Century Star is not good. There is no other reason. This car The exterior style and interior styling of the car are too old - the foundation of the car is old, but the exterior and interior styling are old, it looks like an old car decades ago, if it was a few years ago It’s okay to say, but in this era when users have multiple choices, basically no one will choose. This is also the reason why Mingshi and Century Star cannot be sold. But now, Zhang Qihang actually said that the extended version of Century Star is still available. Have a chance?

"Yes, there is a chance." Facing Lei Zhiping's surprised eyes, Zhang Qihang nodded affirmatively: "I have thought carefully, if the chassis of the extended version of Century Star is used as the basis, with a newly designed shape and interior, the second-generation Century Star ... Let's call this car the second-generation Century Star... At the same price as the mid-size cars of the joint venture brands such as Passat and Accord, it is absolutely possible to rely on larger interior space and better cars interior sound insulation, configuration and comfort to compete with them."

Speaking of this, Zhang Qihang explained: "Oh, that's right. The extended version of the Century Star is indeed too long, which makes the proportions of the vehicle look a bit uncoordinated. I think the wheelbase is more appropriate at 2850mm. If the The wheelbase is determined at 2850mm, with a brand-new shape and interior, I think the new generation of Century Star can still compete with Passat B5 and Accord in the market, of course, the power system and configuration must keep up, and it must not be shabby."

Speaking of this, Zhang Qihang felt a little emotional.

In terms of automobile research and development, FAW is also quite a bit "kill if you catch it, and mess up if you let it go": Century Star only has a wheelbase of 2680mm, and the extended version of the wheelbase has increased the wheelbase to 3003mm at once. , and this method of lengthening the wheelbase is quite simple and rude. It is directly lengthened at the position of the B-pillar, because the length of the length is too long, and even had to adopt the "double B-pillar" design. A small window was built in between, and it looked particularly incongruous...

The most speechless thing is the pricing strategy of Century Star: when it was first launched in 2001, the minimum manual basic model cost 26.5, while the top-end extended deluxe version cost 36. After the price was too high, and no one except government departments and state-owned enterprises and institutions paid for it, FAW cut the price in a hurry. The basic model of 98 dropped to 2002 at once, and the low configuration of the extended version also dropped to 19.98. Ten thousand.

With such a sudden price cut, the market and consumers are confused: what is Hongqi doing?Can you still lower the price like this?
And the consumers who bought this car before can't wait to scold their mothers: Even if you Hongqi take us for a big advantage, you can still support it for two more years, right?
To put it bluntly, Hongqi's big price reduction strategy has greatly damaged its brand image.

In the following time, Hongqi continued to use practical actions to prove that "no one understands Qishangquan better than us": After discovering that the market still does not pay the bill or recognize it, Hongqi's approach is not to enhance product strength or to improve product quality. To carry out upgrades, but to resort to the price reduction again, the result is that this year, the entry-level Century Star has dropped to 15...

From 26 at the beginning of the listing to the current 5, Hongqi not only dropped 15, but also made the concept of "Hongqi cars not guaranteed" deeply reflected in the hearts of users. The owners of Century Star swore that they would never buy Hongqi cars again after losing huge sums of money...

However, even though Hongqi Motors did a lot of stupid things under Lei Zhiping's leadership, in Zhang Qihang's view, this guy still saved some face for Hongqi: Even so, Century Star still can't be sold.

It is also because it cannot be sold, so that Hongqi does not have much funds and motivation in publicity and promotion. As a result, many people still do not know that the number of Hongqi Century Stars has dropped to less than 16. This is a blessing in disguise.

Zhang Qihang sighed here, but Lei Zhiping's eyes were straightened, he swallowed, and asked Zhang Qihang in disbelief: "Mr. Zhang, do you really think we can do it?"

"Why not?" Zhang Qihang smiled, and asked back: "If there is a car that looks elegant, with high configuration, and a very reasonable price range, everyone will praise it unanimously after seeing it, and Competitors don't dare to make small moves behind their backs... Under such circumstances, if the car cannot be sold, where do you think the problem lies?"

Lei Zhiping froze for a moment, then subconsciously asked, "Where did it come from?"

"What else could be wrong? Either the main person in charge of this company is a pighead who doesn't operate and promote this car at all, or the person in charge of this company is doing bad things secretly and deliberately using various means to suppress this car. , "Speaking of this, Zhang Qihang said half-jokingly: "At that time, my reputation will be ruined for half my life."

"..."

Hearing Zhang Qihang's words, Lei Zhiping was quite speechless: You can just say "either you, Lei Zhiping are bad, or you, Lei Zhiping, are stupid". As for saying it so euphemistically?

Speechless, but Lei Zhiping still felt the confidence expressed in Zhang Qihang's words: he is full of confidence in his own design!

Taking a deep breath, Lei Zhiping said to Zhang Qihang: "Mr. Zhang, no one wants to make the Hongqi brand better than me. Don't worry, as long as this car has no problem in design, I promise to do well in marketing and promotion." Absolutely will not hold back! But..."

Although Lei Zhiping only said a "but", Zhang Qihang understood the meaning of his words: I will definitely not hold back, but can you, Zhang Qihang, do it?

Nodding, Zhang Qihang said: "As long as the contract is signed, I can produce the renderings within a month, but Mr. Lei, before that, should we discuss the cooperation agreement first?"

Hearing Zhang Qihang's words, Lei Zhiping said with some doubts: "Isn't it just a design contract, we have no opinion on the price..."

Zhang Qihang said with a smile: "No, no, Mr. Lei, you misunderstood. I'm talking about the supply contract for the core subsystem and automotive electronic system. Our new generation of Century Star can't be all manual transmissions, right? Automotive active safety systems such as ABS+EBD system and ESP system must be equipped, right? Whether it is an automatic transmission or an active safety system, Huateng Industrial Group can provide them. What do you think, Mr. Lei?"

(End of this chapter)