Set sail1992

Chapter 1336 Can the price just be reduced?

At the headquarters of the largest automobile manufacturing group in Shanghai, General Manager Sun Cong looked up at Liu Ming and nodded slightly: "Old Liu is here? You sit down first and wait a moment. I have some documents here, which will be ready soon... Xiao Li, give Mr. Liu a glass of water."

Sun Cong's tone was very gentle, but Liu Ming knew that Mr. Sun was a little dissatisfied with him. When he came to Mr. Sun's office to report to him, he never had any "study time". But he didn't dare to have any dissatisfaction, because he knew very well why Mr. Sun called him over. He smiled and nodded: "Mr. Sun, please do your business first."

Then he sat down on the sofa politely.

Xiao Li, the secretary on duty, quickly placed the tea on the coffee table in front of Liu Ming.

Liu Ming was not allowed to study for too long. After about ten minutes, Sun Cong stood up from his seat and said with a smile: "I'm done... Look, what are you doing when you get up? Sit down."

When Sun Cong stood up, Liu Ming, who had been paying attention to Sun Cong's movements, stood up quickly with a smile. When Sun Cong motioned for him to sit down, he fell behind and sat on the sofa.

After taking a sip of the tea cup that the secretary had just handed over, Sun Cong asked, "Old Liu, do you know why I called you here this time?"

Liu Ming responded cautiously: "I have guessed a little bit, and it probably has something to do with the decline in Lavida's sales."

"Yes, that's it." Sun Cong nodded and asked: "I saw your report on OA, you mean that the sales of our Lavida have dropped so sharply because of the Huateng Group's model The influence of Hybrid Excelle?”

  As the boss of a group worth hundreds of billions, the reason why Sun Cong called Liu Ming, the sales manager, over was because the sales of one of his products had declined?

It may sound a bit nonsense, but in fact it is really the case.

  It’s no wonder that Manager Sun has such an attitude. Lavida is really too important to their group. As a flagship product of Shanghai Automobile Group in the field of compact cars, Lavida not only plays the role of volume and profit, but also Bearing the heavy responsibility of conquering the market for the brand, just last month, Huateng Kaiyue once again knocked Lavida off the throne of compact car sales champion. This month, the sales gap between the two models even narrowed. More than 5000 vehicles were pulled over. How could this be accepted by everyone in the group?

Although Sun Ming had previously reported the reason through the group's OA system, saying that the sales decline of Lavida in the past two months was due to the impact of the promotion of the hybrid version of Huateng Excelle, Sun Ming did not provide strong evidence to convince him. Before, he had been deeply suspicious of this statement - he had to figure out what went wrong.

Liu Ming had sweat on his forehead and stood up quickly: "Yes, Mr. Sun..."

As soon as he finished speaking, Sun Cong smiled and motioned for him to sit down: "Sit down, sit down and say...Old Liu, I don't understand a bit. Your sales department has said before that our Lavida is completely crushed in terms of product strength. Huateng Group’s Excelle, right?”

"Yes," Liu Ming had more sweat on his forehead, but he didn't even dare to wipe it. He explained: "The product strength of our Lavida has been recognized by the market. Not only does the appearance and interior design of Lavida be excellent, , and in terms of body size and interior space that Chinese users are most concerned about, it also has considerable advantages compared with Huateng Kaiyue.

Since its launch, it has performed well in the market, even forcing Huateng Kaiyue to cut prices several times. But even so, starting from the second half of last year, our Lavida has dethroned Huateng Kaiyue. It has previously held the top spot in the domestic compact car market for more than three years.

These are enough to prove the product strength of our Excelle and the efforts of colleagues in the marketing department, marketing department and publicity department. "

"You're right," Sun Cong nodded slightly. He knew this, and he also had his own contribution to Lang Yi's previous success, so he naturally would not deny it: "But what happened in the past two months?

  How could it be that Lavida was completely overtaken by Excelle in terms of sales, and overtaken it by a large margin?

Has your sales department carefully investigated the underlying reasons for this?

And most importantly, in the face of the current market situation, how do you plan to increase the sales of Lavida? "

Sun Cong's tone was gentle and not harsh, but it was like thunder in Liu Ming's ears. He knew very well that the boss was very angry about the fact that Lavida's throne was taken away by Kaiyue, and he had already begun to doubt. The level of one's own ability.

Fortunately, he had already made preparations.

Taking a deep breath, Liu Ming said: "Our sales system was actually shocked by the fact that Lavida was overtaken by Excelle in sales. We first conducted a self-examination and investigation to find out whether we were promoting, marketing or other hot topics. Did we make any mistakes in timing? The answer is no, everything is normal.”

Sun Cong frowned, but still nodded: "You continue." Although he was not very satisfied with Liu Ming's answer, Sun Cong recalled it carefully and admitted that what Liu Ming said was reasonable. During this time, Hucheng Automobile The group itself has indeed never had any major problems, and after something happened, it was itself the first thing to look for whether there was a problem within itself.

Secretly observing Sun Cong's reaction, Liu Ming secretly breathed a sigh of relief when he saw that Mr. Sun agreed with his statement, and then continued: "After eliminating our own problems, we began to investigate and understand the situation of our competitors. After By summarizing the survey results from various channels, we found that consumers are more enthusiastic about the hybrid version of the Huateng Excelle than we imagined. Not only did many users who were originally planning to buy a compact car choose the hybrid version of the Huateng Excelle, This effect has even spread to car models. Many users who were originally planning to buy SUV products were attracted by the low fuel consumption of the hybrid version of the Excelle and chose the hybrid version of the Huateng Excelle instead.”

  Speaking of this, Liu Ming said with shame: "I want to review. In this matter, I made an empirical error and ignored the needs of users. In fact, two months ago, we saw Huateng Group's The advertisement of 'Hybrid Excelle is the same price as fuel Excelle', but we didn't take it seriously, which caused a huge impact on Lavida's sales!

As for how to restore sales..."

Having said this, Liu Ming hesitated for a moment and said with a wry smile: "Our group, even the German headquarters, does not have the accumulation of hybrid technology, so it is impossible to compete with the Huateng Group head-on, so I think... I'm afraid... The price can be reduced.”

"..."

Sun Cong didn't speak, but his brows furrowed tightly into the character "Sichuan".

At first, he wanted to refute Liu Ming's words: What more nonsense are you talking about? !

But when I think about it more carefully, I have to admit that what Liu Ming said is actually correct. For users, fuel expenses are the largest part of daily vehicle expenses, and he also knows the performance of Huateng Group’s hybrid version of Excelle, which is used daily. The fuel consumption per 4 kilometers is only about 5 to liters, which is only about half of the same type of traditional fuel vehicles. This means that users save ordinary fuel money every year.

Previously, due to the high cost of the hybrid system, the price of the hybrid version was much higher than that of the fuel version. But now Huateng Group directly makes the hybrid version and the fuel automatic model have the same price. How users choose will naturally depend on them. It goes without saying - at the same price, it is natural to choose the one that saves fuel.

For Shanghai Automobile Group, since it does not have hybrid technology and products, if it wants to bring back the declining sales, the best and only way is to engage in price reduction promotions as Sun Ming said. .

Fortunately, Huateng Industrial Group has been strong in the passenger car market over the years. The sales of Laosang and various modified cars have been outnumbered by Huateng Group all year round. Sun Cong did not feel aggrieved or resentful. He nodded and acknowledged Liu Ming's words, but was a little confused: "What you said makes sense, but I don't understand. We have also calculated the cost of the hybrid system on Huateng Kaiyue before, and we all know this hybrid system." The powertrain is valuable. With the same configuration, the hybrid Excelle costs at least 10,000 yuan more than the automatic Excelle. Now that Huateng Group sells the two models at the same price, how much profit can they have left? What are they trying to do?"

Obviously, in Sun Cong's view, although Huateng Group has made a lot of noise this time, it is more like losing money and making money. Why should they? Why bother?

"This..." Liu Ming hesitated and said, "Mr. Sun, during our internal discussion, we did come to some conclusions."

"Oh? You said."

"First of all, they may not make money if they do this. The two models are priced at the same price. When sales were not large before, there may be no profit or even loss. But with the increase in sales of the hybrid version of the Excelle, the production scale of the entire hybrid system has expanded. , costs will also be reduced, and their profits will also increase.”

"That's the truth," Sun Cong nodded slowly, and even immediately drew inferences, even saying what Liu Ming was going to say in advance: "And there are more people looking at the car, and there are also other products under the Huateng Group. Sales volume will also increase along with profits, and profits will further increase..."

"Yes, Mr. Sun, you are right, our analysis is also the same," Liu Ming responded and said with a wry smile: "Our sales department is now worried that Huateng Group will get a taste of the sweetness from this, and will gradually popularize this strategy. When it comes to other models, we may be passive.”

It’s not impossible, it’s definitely going to be passive!

Sun Cong naturally understood this truth better, and his brows suddenly furrowed: Is it really the only way to do price reduction promotions like Liu Ming said? Doesn’t that make you look incompetent?

(End of this chapter)