Set sail1992

Chapter 1325: If you want to ensure competitiveness, you must change the generation

Jiang He pursed his lips and lowered his head.

Of course he knows what this means, which means that although Excelle's sales have increased, the increase has not caught up with the overall growth of the market.

If you insist on defending yourself, you can of course find many excuses. For example, the current market competition is more intense, and there are more products in the compact market... In short, you can probably find excuses and reasons, but the problem with this matter is The fact is that Huateng Kaiyue's market share is declining, but it is an unavoidable fact.

After pondering for a moment, Jiang He said: "If the price of the hybrid Excelle is reduced to the same price as the regular fuel automatic Excelle, with the advantage of low fuel consumption, it can indeed attract a considerable number of consumers, and the market share should be I can also raise some... But Mr. Zhang, after thinking about it, I think another important reason for Excelle's decline in market share is that our product strength has no obvious advantage. "

"Haha..." Zhang Qihang laughed: "You are right, I think so too."

Jiang He was a little surprised. He didn't expect Zhang Qihang to agree with his opinion so quickly.

Under Jiang He's surprised gaze, Zhang Qihang continued: "So, achieving the same price for fuel and hybrid models is only the first step. The key is to develop a new generation of Excelle and regain enough market for this model. Competitiveness." Speaking of this, Zhang Qihang looked at Jiang He: "Lao Jiang, what qualities do you think the new generation of Excelle should have?"

What qualities should the new generation Excelle have?

Jiang He thought for a while and said: "The market competition is becoming more and more fierce now. If the new generation of Excelle wants to continue to maintain sufficient market competitiveness, on the one hand, it must ensure that the price does not rise or even be lowered; on the other hand, the product The power needs to be comprehensively improved. Simply put, the car must be more comfortable and user-friendly. ”

Zhang Qihang nodded, but then shook his head: "What you said is all right, but you ignored one of the most critical points."

Jiang He was a little puzzled: I overlooked the simplest thing?

Facing Jiang He's gaze, Zhang Qihang said, "Car body size."

Jianghe suddenly trembled. Then he nodded vigorously: "Mr. Zhang, what you said is that I did ignore this issue." After a pause, he asked again: "What size do you think the new generation of Excelle should be?"

Zhang Qihang said: "Poussin is still on sale on the market, but the Poussin with a wheelbase of only 2 meters can only be regarded as a compact car, and even among compact cars it can only be regarded as entry-level. But in the 55s, the Poussin, which was still called Passat B80 at the time, was a standard mid-size sedan.

With the development of the times, people's requirements for car comfort and interior space are getting higher and higher. Huateng Sylphy, which was previously considered the benchmark for mid-sized cars, can now only be regarded as an entry-level mid-sized car, so I think the group's All models should be upgraded.

Specifically, I think the next generation of compact cars must have a wheelbase of 2.7 meters and a body width of 1.8 meters; as for the next generation of mid-size cars, the wheelbase must reach 2.8 meters or even 2.85 meters, and the body width must be at least 1.85 meters. "

"It means that the body size is fully enlarged. The body size of the new generation of compact cars will reach the body size of the previous mid-level cars." Jiang He frowned and said: "As a result, the cost will increase a lot. If we still want to guarantee the price, If it doesn’t rise, our profit margin will drop a lot.”

"From the perspective of bicycle cost and bicycle profit, it is indeed like this," Zhang Qihang nodded, admitting that Jiang He's words make sense: "But in the long run, this is the general trend of industry development. Look at the news just released by Oil Stork Compared with the previous generation, the body size and wheelbase of the new generation Corolla have also increased." Jianghe thought for a while, nodded, and had to admit that Zhang Qihang was right.

Zhang Qihang continued: "As a local brand, our brand appeal is weaker than that of joint venture brands. If we cannot have a clear advantage in the overall competitiveness of our products, why should users choose us?

The decline in the proportion of the two main models, Sylphy and Excelle, is actually a manifestation of insufficient product strength.

If we don’t find a way to improve the overall product strength of the next generation of products, I’m afraid it won’t be a matter of declining profit margins, but whether we can guarantee product sales. If sales cannot increase, product R&D costs will not be diluted, and there will be no way to dilute the product’s R&D costs. The method is to reduce the overall manufacturing cost of products through large-scale procurement, which will most likely fall into a vicious cycle. "

Jianghe couldn't help but remain silent.

Thinking about it carefully, he had to admit that Zhang Qihang had more profound considerations.

After thinking for a moment, Jiang He raised his head and said, "If that's the case, then I support you. Let me do the math..."

After taking the pen and paper and calculating for a while, Jiang He said: "If we want the hybrid Excelle to be sold at the same price as the fuel-automatic Excelle, we must at least ensure that we sell 8000 hybrid Excelle every month."

Zhang Qihang frowned: "8000 vehicles..."

"Yes, 8000 units," Jiang He smiled bitterly: "This sales volume is higher than the sales volume of our fuel-automatic Excelle."

In this era, the main selling models on the market are manual transmissions. Looking at the country, manual transmission models account for more than 7% of sales, and less than 3% of models are automatic transmissions. In the field of compact cars, manual transmission models account for only 85% of sales. The sales ratio is as high as 6000%. Even though Excelle's current monthly sales volume has reached nearly 8000 units, including the hybrid and automatic versions, the sales volume does not exceed units. If you want to make a hybrid version of Excelle available, Monthly sales of vehicles is really difficult.

Trouble...

After pondering for a moment, Zhang Qihang asked again: "What if the group bears 10% of the additional costs?"

After speaking, he explained: "The batteries used in the hybrid Excelle and hybrid Sylphy are nickel-metal hydride power battery packs provided by Yadi. Although the group bears an additional 10%, the order volume has increased, and Yadi's costs have increased. will decline, and Huateng Group, one of the shareholders of Yadi Battery, can obtain more dividends from Yadi Battery. In this way, the profits lost by Huateng Group can be made up from the white cow of Yadi Battery. Some."

"That's okay..." Jiang He's eyes lit up and he calculated again. Jiang He said: "If the group is willing to bear another 10% of the cost, then the monthly sales requirement for hybrid models can be reduced to 3000 units. , But Mr. Zhang, do you think this can stimulate a substantial increase in Excelle’s sales?”