Set sail1992

Chapter 938 The different reactions of the north and the south

Soon another month passed, and in the new month, the delivery volume of Excelle sedan and M6 commercial vehicle reached a new high, with a total delivery volume of 22471 units, 1474 units more than last month. I learned the news , even the leaders who had held the most cautious attitude before completely laughed: the delivery volume in the first month was large, and it could be said that it was the influence of Huateng Group's large-scale advertising, but the second month was even higher than the first month. The monthly delivery volume is nearly 1500 more, which is enough to show that consumers really like these two cars.

In the face of the unstoppable performance of Huateng Excelle and Huateng M6 in the market, the major mainstream car companies that originally planned to wait and see the market performance of these two new models of Huateng Group before making a decision, now finally sat down. I can't stop: Huaxia's automobile consumer market is so big, you Huateng Industrial Group is so ignorant of martial arts, and you play with us with such a strong product, how can we sell our cars?
North Volkswagen Group Headquarters.

Mr. Geng's face was as deep as water: "Comrades, everyone has seen the market performance of the two new cars of the Huateng Group. The total sales volume exceeded 4 in just two months after their launch, although our Jetta's shipments have little impact. , but in the terminal market, in order to promote Jetta to customers, the auto trade company had to intensify its promotion efforts, which also indirectly affected the profits of our partners. This also shows that we must attach great importance to this matter. This incident may not have a big impression on us, but over time, it will definitely affect our relationship with dealers."

Regardless of the fact that the North Volkswagen Group has always been strong in its cooperation with dealers, this does not mean that Boss Geng is out of his mind. He is very clear about his strong capital, that is, no matter how strong he is, as long as the North Volkswagen Group can Let those dealers make money, these dealers will be tolerant of some of their own strong practices, but conversely, if the North Volkswagen Group cannot make dealers make money, then everything will be said, even if they kneel on the ground Call those dealers grandpa, and those dealers will abandon themselves like shoes without hesitation.

Mr. Geng understands this truth, and everyone understands it too, not to mention that everyone actually has another account in their hearts, that is, in the past two years, many large central enterprises have been imitating Huateng Group to carry out reforms, especially Huateng Industry The group's "year-end bonus" system, North Volkswagen Group is no exception, such a good system, of course, must be studied hard.

The result is that according to this new reward system, everyone will have a huge "performance bonus" at the end of each year. Once the performance of the North Volkswagen Group is not good, their wallets will directly shrink.

So as soon as Mr. Geng finished speaking, Vice President Fang immediately said: "Mr. Geng, what you said is that the current situation really does not allow us to hesitate any longer. What you mean is..."

President Geng nodded approvingly to Vice President Fang, and then continued: "I think that increasing the improvement of the current Jetta can only alleviate the temporary problem, but it cannot solve the problem fundamentally. It is still necessary to introduce a new model, and it must be a new model with sufficient market competitiveness."

No need for Mr. Geng to go on, the answer has already emerged in everyone's mind: Volkswagen JETTA A4!

"Yes, I believe everyone has already thought of it. Next, we must speed up the introduction of JETTA A4!" Speaking of this, Mr. Geng waved his hand vigorously: "We must let our German friends understand that China's auto market is now very important. It’s different from 10 years ago, if they don’t increase the speed and intensity of launching new products in the Chinese market, the advantages they have worked hard for more than 10 years will gradually disappear, understand?”

"understand!"

Everyone nodded heavily.

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

While the executives of the northern Volkswagen group were gnashing their teeth, the southern Volkswagen group was also in a meeting, but compared to the tense meeting room of the northern Volkswagen group, the meeting room of the southern Volkswagen group was in a different situation...

"Gentlemen," Hong Changming, the general manager of the group, said with a smile, "I heard that our friends in the north were frightened and held back after learning that the sales of two new cars of Huateng Industrial Group exceeded 2 for two consecutive months. You want to introduce the fourth-generation Jetta from the Germans, and use the fourth-generation Jetta to compete with Huateng Group in the market, have you heard of this matter?"

"Hehe... I heard that I heard..."

"It is said that since last month, our big brother hasn't had a good rest..."

"Hey, these people are really embarrassing to the old seniors..."

…………

Speaking of the big brother in the north, the conference room of the Volkswagen Group in the south was immediately filled with joy.

This is not surprising. The two Volkswagen companies in the north and the south have had a "resentment" for a long time. The Volkswagen Group in the south thinks that it is the "good guy". Volkswagen's opinion scoffed: Are you "Zhengshuo"?What a joke!Who is the big brother of the auto industry in this country, don't you have any idea of ​​13?

The Volkswagen Group’s move to release the Audi 100 and JETTA A2 to the northern Volkswagen Group made the southern Volkswagen more dissatisfied with the northern Volkswagen Group: You people, just wait for others to feed you food, it’s really useless promising!

Now I heard that the Huateng Excelle and Huateng M6, the Huateng Excelle and Huateng M[-], have forced the big brother in the north to jump. Everyone is so happy, and all kinds of teasing and irony emerge in endlessly.

Comrade Hong Changming smiled and waved his hands: "Okay, everyone, stop laughing. After all, everyone knows what our big brother's temperament is like... Besides, to be honest, with the popularity of Huateng Excelle, our Sales of Poussin and Santana 2000 have also been somewhat affected, right?"

When it came to this matter, everyone stopped talking.

Indeed, Huateng M6 has little influence on South Volkswagen, but Huateng Excelle has a great influence on South Volkswagen. A little impact, which has not been reflected in the production level, but it is more obvious in the terminal retail aspect: In the market, dealers have discounts ranging from 2000 yuan to 3000 yuan for the promotion of Poussin and Santana 8000 , and as the headquarters of Huateng Group, Poussin and Santana 2000 have even greater discounts in Lu Province, and the discounts in some areas have already reached tens of thousands!

It is difficult for dealers to get cash from the manufacturer, so such a large discount rate, of course, is the loss of dealers' profits. Now, many dealers feel that the pressure is too great, and they have asked the South Volkswagen Group to give certain discounts. .

"The sales of our Poussin and Santana 2000 have been affected. This is the truth. In order to ensure sales, we must do something, but this is not the focus of today's meeting. The focus of today's meeting is Huateng Excelle !"

Speaking of this, Hong Changming couldn't help pursing his lips: In the past few days, Huateng Group and Huateng Excelle have taught themselves a solid lesson.

Hong Changming felt a little emotional in his heart, but after hearing what his boss said, everyone in the conference room was a little confused and puzzled: The focus of today's meeting turned out to be the Huateng Excelle?what's the situation?What does Mr. Hong mean by this?
Facing everyone's puzzled eyes, Hong Changming went on to say: "Some time ago, all of us have seen or even experienced the Excelle in person. At that time, everyone also expressed some opinions. Now I ask all comrades to try to be as fair and just as possible." Please comment on this car...Old Wang, let’s start with you, and tell us your opinion on the Excelle.”

Lao Wang pondered for a while, and said: "It's pretty good. The appearance, interior, space, and configuration of this Excelle car... can't find any shortcomings. The only problem is that the chassis is a bit poor, but Considering the price, the level of this chassis is also passable, and it can score 70 or even 75 points. If you add a good-looking appearance and interior, overall, if you ignore the brand factor, I think this car can give an 80 Even a comprehensive score of 85 points."

Although I don't understand why my boss didn't lead everyone to discuss how to deal with the pressure of the Excelle, but instead asked everyone what they think of the Excelle, but since the boss has asked this question, what else can I do?Answer seriously, as the boss has his own ideas.

"80 points or even 85 points..." Hong Changming nodded, and asked again: "Old Wang, how many comprehensive points do you think our Poussin can give in your heart?"

"This one……"

Pharaoh suddenly looked embarrassed: How do you want me to answer this question?

"It's okay, you can say it boldly," Hong Changming encouraged with a smile on his face, "I just want to know what everyone really thinks."

After Hong Changming said that, what else could Pharaoh do?He hesitated for a while, and finally said: "If you ignore the brand factor and simply compare the product strength, I think our Poussin... can score 80 points."

That's what he said, but everyone can see the insincere words in Lao Wang's words.

That’s right, Poussin’s space is not as good as Excelle’s, its configuration is not as good as Excelle’s, its styling design is not as good as Excelle’s, and even its power level is not as good as Excelle’s. What can get 80 points?Of course it's because he, Lao Wang, is an executive of Southern Volkswagen, and now he is in the meeting room of the Southern Volkswagen Group.

Hong Changming naturally understood this truth, he gave Lao Wang two false nods, and said with a smile: "You, you, Lao Wang, you are dishonest. Let me tell you honestly, you still play sloppy with me."

This pot can't be carried, Lao Wang said quickly: "I don't have it, I really think..."

Hong Changming interrupted Lao Wang with a wave of his hand, and said, "Let me just say it straight. I also agree with Lao Wang's evaluation that "the comprehensive score of Excelle can be 85 points". To evaluate our Poussin, to be honest, I think Poussin’s comprehensive score is at most 85 after removing the brand factor bonus!”

Speaking of this, Hong Changming emphasized his tone: "Everyone pay attention, I said that the maximum is 70 points! I even said that Poussin is only worth 65 points, I think it is no problem. Of course, if you count the bonus of the brand factor, Sang can only have 70 points.

This is why in the past two months, Poussin was obviously a car with the same price as the Excelle, even with the VW brand bonus factor, it could not sell the Huateng Excelle, because ordinary people want to take it out of their wallets. For real money, they will give what they think is the most reasonable evaluation of various products on the market. "

No one refuted these words, and everyone lowered their heads and remained silent.

To be honest, the executives of Volkswagen in the south also thought so in their hearts. After comparing the two cars of Poussin and Excelle in person, if they bought the car with real money, they would There is a high probability that Huateng Excelle will also be chosen.

But the reason why everyone didn't speak was not because of this, but because everyone didn't know what their boss was going to do for a while, and it was better not to express their opinions as much as possible until they didn't understand what their boss was thinking.

Hong Changming was not surprised by everyone's reaction. He continued on his own: "Needless to say, Huateng Group has shown its greatest sincerity. The Excelle's product strength and competitiveness are indeed strong. It can compete in Such a good sales result in just two months, I don’t even think this is a reflection of the real product strength of this car. With the real strength of this car, it should sell better. I even think that if Huateng Excelle hangs our VW car logo, I think this sales volume can be doubled at least!"

Speaking of this, Hong Changming waved his hand vigorously and said loudly: "So comrades, what does this mean?"

Yeah, what does that mean?
Some people looked confused, but others looked thoughtful.

Hong Changming didn't make a fool of himself either, and he continued: "I learned from friends from the China Automobile Association and the insurance company that a considerable number of Huateng Excelle's car owners are individuals and small business owners, which is similar to the previous Jetta and Poussin users. The distribution is quite different!
This shows what?
In my opinion, this shows that with the continuous reform and opening up, our people have become more and more wealthy. Not only have there been a group of families who can afford and use private cars, but even such wealthy families There are more bases than we imagined!And a lot more!

For a long time, we have neglected this market, and the emergence of Huateng Excelle just happened to open up this market.

Comrades, we all know that in developed countries such as Europe, America and Japan, ordinary people are the main force of automobile consumption, and the special national conditions of our country make us always think that government departments and state-owned enterprises and institutions are the main force of automobile consumption , but it is different now. Huateng Excelle’s hot sales remind us that after so many years of reform and opening up, our common people have become rich, and a considerable part of them have reached the level of being able to consume and buy large items such as cars. ability. "

Speaking of this, he seemed to feel that it was not enough, Hong Changming simply stood up, waved his hands vigorously and said: "This is our opportunity! Backed by the advantages of the joint venture, if we can introduce a suitable and attract this part to get rich first Family models, can we replicate the success of Huateng Excelle? Or, can we achieve greater success?"

Uh-huh? !
After a short thought, everyone's eyes suddenly lit up: Yes!
Hong Changming’s words can be said to have opened a new door for everyone, and made everyone suddenly realize, yes, at this moment, the country has been reforming and opening up for more than 20 years, and the people are not as poor as before, and everyone’s economic conditions have improved. A lot.

Hong Changming went on to say: "Over the past 20 years of reform and opening up, not only have a group of wealthy bosses been born, but also a group of wealthy 'middle class'. Of course, in terms of wealth, the new 'middle class' in our country cannot It is comparable to the "middle class" in countries such as Europe, America and Japan, but after accumulating over the years, their level of wealth has also accumulated to a certain extent, and they have improved their living conditions and living conditions...that is, they have changed to bigger houses After buying large color TVs, home stereos, air conditioners, refrigerators and washing machines, which are all kinds of household appliances that the middle class in Europe and the United States have, they began to have requirements to improve their travel conditions.

Or to put it more directly, they want to own a private car of their own!
Only limited by the overall economic development of our country, their economic conditions and economic strength are still relatively limited, and they may not be able to afford models of the Passat B5 or even Santana 2000, but models with a price of about 10 to 12 yuan are They can afford it, and before that, what are the domestic cars with a price of about 10 to 12 yuan, or less? "

Speaking of this, Hong Changming counted for everyone with his fingers: "Shenlong Fukang, and Fukang's sedan version: Fukang 988; Xiali, and Xiali 2000, there are about 4 cars. Well, there are Alto and other cars below. kind of van.

As for the Jetta of the big brother in the north and our own Poussin, for our domestic "middle class", they are models that require them to tiptoe or even jump.

This part of the 'middle class' is mostly well-educated, and their social class is not bad, so they not only need a car, but also need this car to have certain social attributes, that is, this car must make them 'face' , In this way, Alto and the van are obviously out of the game. These two cars are really embarrassing.

As for Fukang and Xiali, because there are our Poussin and Big Brother’s Jetta, which they can get on tiptoe or jump, they are entangled and hesitant:

From the perspective of face and brand, Fukang and Xiali are obviously not as good as Poussin and Jetta. You can buy Poussin and Jetta. The important thing is that the car is a pure consumable when you buy it, and the annual expenses for refueling, maintenance and insurance are not a small amount...

So do you realize what the problem is?
These 'middle-class' want to buy a better car that they can get by tiptoeing and hopping, but they lack a reason enough to persuade them to tiptoe and hop.

I think this is also the reason why our Poussin and the Jetta of our big brother failed to open up the private car consumer market in this era, but at this time, Huateng Group appeared with the Excelle car. The advantages of almost all cars sold to ordinary consumers are fashion, atmosphere, beautiful appearance and interior, and high configuration...

Now, these 'middle-class' people are stimulated, they find that they only need to tiptoe and jump, and with the money of buying a Poussin or Jetta, they can get such an excellent and valuable car. As for the car, there is still a lot of hesitation, of course I should buy it!

So Huateng Excelle became popular as soon as it was launched, and the fire was a mess!
And the reason why it can sell so well is that Huateng Excelle has also opened up the private car consumption market in addition to the regular purchases by government departments and state-owned enterprises and institutions! "

At this moment, hearing Hong Changming's words, everyone seemed to see the sun through the clouds, and there was only one thought in their hearts: Yes!Mr. Hong's analysis is too correct!I also saw the hot sales of Excelle, but why didn't I think of these?No wonder Mr. Hong can be the boss, but I can only be Mr. Hong's deputy.

Lao Wang's face was flushed with excitement, and he clapped again and again: "Mr. Hong, you are very kind. After hearing what you said, I was suddenly enlightened! If I hadn't listened to your analysis, I would not have realized that the residents of our country The automotive consumer market has grown to this extent."

This old king, why are you moving so fast? !

While everyone was secretly cursing Lao Wang as a sycophant in their hearts, they were also secretly annoyed at their slow movements.

However, if you are annoyed, you are still convinced by Mr. Hong's analysis. In addition, although you failed to be the first one, you can only show that you are thinking and chewing Mr. Hong's words. After Lao Wang had already started flattering himself, he didn't move, then the problem was really serious...

For a while, everyone will open their mouths to talk.

But before everyone could open their mouths, Hong Changming went on to say: "I carefully looked through the existing product catalog of the Volkswagen Group, and I think that the positioning of POLO is more in line with the characteristics of 'middle-class family cars' at the current stage in China... Xiao Ma, let me show you the slides I gave you, and everyone distributes the materials..."

For today's meeting, Hong Changming had prepared for quite a long time.

Polo?

Although my own partner with Volkswagen has a history of more than ten years of cooperation, many comrades present have never heard of the POLO car, but it doesn’t matter if you haven’t heard of it, just look at the projector. The pictures of the POLO car and the introduction of related materials, gradually, everyone's eyes lit up: it is really like Mr. Hong said, the Volkswagen Group's car called "polo" has many similarities with Huateng Excelle. The place, the workmanship is fine, the size is also suitable, and most importantly, this is Volkswagen!
If we introduce this small car called polo from the Volkswagen Group, can we also get a share of the family car market?

(End of this chapter)