Chapter 1736

There are more and more automobile brands in Bingcheng machinery manufacturing group, which also makes some people worried.

They still remember that Feng Yu said at the beginning that there are too many brands in the same car, so the loss is relatively large. In the event of economic crisis, it will become so tragic.

What's more, it's not the same with Fute. When the economic situation is not good, we can only save the company by selling automobile brands.

But with these counter examples, how can the brands of Bingcheng machinery manufacturing group become more and more?

Originally, there was a Songjiang brand. Later, SUV was listed separately and the Oriental God deer brand was established. That's nothing. Then we got the elves to produce small cheap cars.

Now it has acquired Jiebao, focusing on the middle and high-end market and sports car market. In this way, is not the most powerful Songjiang card seriously weakened?

It is also said that Songjiang brand should be further divided into several sub brands. For the low-end market, the middle end market and the high-end market, it is necessary to separate the models.

These arguments were finally fed back to Feng Yu.

Li Mingde and Li Dafu don't think there should be more brands, but some executives think it doesn't matter. Look at the large car companies in island countries and Europe, there are not more than one brand.

"Mr. Feng, I think we should set up several more sub brands to divide our market in detail, so that we can occupy the market of all levels."

"You see, in the domestic market, all the big car companies are making efforts. They not only have their own brands, but also joint venture brands, which has a serious impact on our market share. Our share is declining."

"If we don't make some response, maybe our market share of passenger vehicles will fall below 40% or even 30%."

"Once we have divided the brands in detail, with the strong brand advantages and appeal of our Bingcheng machinery manufacturing group, the promotion of sub brands will never be difficult, and we can advocate different brands for different markets, maybe we can make our share of the domestic passenger car market return to more than 50%."

"Mr. Xu, did you not learn from the lessons of car companies such as the same use? Multi brand management, easy to lose. What's more, we have four brands now, and we can't continue to increase them. " Li Dafu retorted.

"President, I don't think so. There are too many multi brands in use, and many of them are loss making. But our multi brands will not lose money, our market share will increase, and our profits will increase, which is fundamentally different. "

"Do you think Dezhong company, as well as the automobile enterprises in island countries, are also multi brand operation. How fast are they expanding? Maybe in two years, crazy Tian and Dezhong will be the top two in the world's auto production and sales. "

"I've also studied other multi brand companies. Although they are not auto companies, as the world's top big companies, there are many things we can learn from."

"For example, P & G, the world's largest daily chemical products company, has a profit margin of more than 10%, more than 100 of its brands, among which there are more than 10 brands with a sales volume of more than one billion, and even more than a dozen, many of them are class a products."

"They can. Why can't we? The reason why the loss of the same car is related to the multi brand operation, but more importantly, they have not been effectively combined. We don't need to worry at all. Our R & D centers are all together. "

President Xu is now vice president of Bingcheng machinery manufacturing group. He knows that Li Mingde plans to retire next year, and Li Dafu will succeed. Then the position of president of the company will be vacant.

There are several vice presidents of the company, among which he is in charge of automobile business. He should show his ability so that he can succeed as president.

The vice president in charge of motorcycles, electric vehicles, agricultural machinery, etc. is also aiming at this position. He is the youngest, and he thinks he wants the most.

Feng Yu watched as everyone argued. Some supported Li Dafu and some supported President Xu. It doesn't matter if there is an argument. Just come out and discuss it and persuade the other party. If no one has an idea and the leaders are right, the company will be in danger.

"Well, let's be quiet first. General manager Xu's meaning, I have probably understood. Since Mr. Xu uses P & G as an example, I'd like to share my opinion. "

"Cleaning company, the most successful daily chemical company in the world, has more than 200 brands, nearly 300 brands, covering 10 categories."

"President Xu thinks that such a multi brand company can operate very well, and expand faster and faster, and its profits are also growing, which is worth our learning, which I recognize."

"But President Xu also said that P & G is a little different from our ice city machinery manufacturing group. They are daily chemicals and we are machinery."

"How long is the service life of the machine? Can it be used up in a month or several months? And how much does a car cost? The cheapest elf, more than 10000 yuan, right

"How much is a bottle of shampoo? How much is a bottle of hand cream? How much is a bottle of cologne? How much is a tube of toothpaste? There are many kinds of products such as washing powder and soap. Many rural people with low incomes can afford them, right? ""They are daily chemical products. The core of daily chemical products is daily necessities, which are used every day and consumed quickly. You can buy haifeisi today, panting tomorrow, and Piaoyou the day after tomorrow. Maybe you say you can't use one bottle a day, but what about one month and three months? "

"But cars are different. How many people can drive this one today and that one tomorrow? You can stay away from driving for three days, but can you stay away from washing your hair and brushing your teeth for three days? "

"There is no analogy between this kind of fast moving consumer goods and our cars. As for why they have so many brands, do you see that many of them are acquired? "

"Like Taihua holding group, there are also daily chemical products and several brands, all of which are taken back from the world's top daily chemical companies such as P & G and Unilever. When they first entered the Chinese market, what should they do if the brand is not recognized? "

"Buy some of the country's most famous daily chemical brands, and then use this brand to stand firm, so as to promote their own brand."

"It's like some famous daily chemical products in our country, but in foreign countries, I'm afraid no one has heard of them. They have their own brands."

"But this way can't be copied in the expansion of automobile enterprises, which is how the co use automobile expanded, and then it failed. A big car brand is much more expensive than a daily chemical brand. "

"President Xu thinks that there are many brands under the big car companies in Europe and island countries, but you haven't seen them carefully. Their Dezhong brand and crazy Tian brand are also from low-end cars to high-end cars, just naming the car series with different names to distinguish the grades."

"More intuitively, whether a car is expensive can be seen from the appearance design. Compact cars, mostly economic cars, those cars that look very atmospheric, which one is cheaper? "

At last, Feng Yu made a final decision: "let's take these brands for a moment, the domestic market, these brands are enough. In the foreign market, we are not opposed to continue to buy other brands in the future, but we need high-quality brands. Generally, we don't want them for nothing!"

……