Chapter 1739

"Market positioning is to create an impressive image of the enterprise according to the position of competitors' existing products in the market and the degree of consumers' attention to certain characteristics of the products."

"For a simple example, when it comes to elves, what do you think of?"

Zhang Ruiqiang said without hesitation, "cheap and small."

"That's right, that's the market positioning of the elf brand. No matter how many cars Elves will launch in the future, these two most intuitive impressions will never change. "

Elves produce small and cheap cars. If the level is a little higher, the brand of Elves will not be used.

Zhang Ruiqiang understood Feng Yu's explanation. Although he hasn't read any MBA, he has also studied economics, which is still a little transparent.

"So, the models of other car companies should be different from yours?"

"It's not necessarily that Alto, for example, is also a market positioning of cheap and small, which is obviously competitive with elves. My wind and rain design, the same model design for them, right? In terms of the design of the automobile industry, there is nothing comparable to the wind and rain design in China, right? "

Feng Yu has too many legal means to crowd out domestic competitors, but he doesn't care to do so at all.

"If other car companies want to compete, they need to take out the characteristics that make the consumers bright, or the price, or the technology, or the design, after-sales service and so on. Otherwise, it's better to stagger the positioning."

Zhang Ruiqiang thought about it. On the positive side, it seems that domestic car companies do not have any advantages. Bingcheng machinery manufacturing group has great advantages in technology, brand, design, after-sales and even price. It is said that it also does better in cost control.

So staggering the positioning is to find the market where Bingcheng machinery manufacturing group has no obvious advantage, and other vehicle enterprises will focus on it, which is a good way.

But car, sports car, SUV, business, etc., ice city machinery manufacturing group have been involved, other car companies can only do small bread and other cars?

Seeing Zhang Ruiqiang frown and die, Feng Yu reminds him, "Lao Zhang, have you paid attention to the pricing range of our products?"

Pricing range?

Zhang Ruiqiang thought for a moment and realized that Feng Yu had always left room for domestic car enterprises to survive and develop.

For example, the price of elves is no more than 50000 at the highest level and less than 20000 at the lowest level, of which two of the twenty-three thousand are the best and the forty thousand are the average. Then the next higher level is the Songjiang National Olympic low matching version. It's all in the early 100000 yuan range. The low matching version of Dongfang shenlu is also in the early 100000 yuan range.

Then between 50000 yuan and 100000 yuan is the living space reserved by Feng Yu for other car enterprises. The competition of the same price is not good, but it can be sold cheaper. That can make money.

"You mean the price is wrong? No wonder your car pricing is always very different, and there are not as many models launched as abroad. This is to leave a living space for other domestic car companies. "

Seeing that Zhang Ruiqiang understood his pains, Feng Yu was very pleased. At the beginning, as for the current situation of domestic automobile enterprises, Bingcheng machinery manufacturing group was also a joint venture. If it paid for the purchase of factories of other automobile enterprises, it would soon be able to layout the whole country, and there was no living space for other top automobile enterprises.

At that time, the joint venture cars could not do Songjiang brand in the Chinese market, let alone domestic cars, which were born to lag behind.

If Feng Yuzhen does that, in the domestic passenger car market, the peak of Bingcheng machinery manufacturing group is not half, but can occupy at least 70-80%, and even gradually cannibalize other brands.

"If you understand, I will let them, otherwise, I will kill other car companies for their level. India's Tata car, you know, is the only one in India. "

"If I let Bingcheng machinery manufacturing group do that, we are the only one left in the core automobile enterprises in China. Before that, did we have the technology of commercial vehicles? Did we also take the lead in China? If we make commercial cars, do you think we won't make money? "

"That part of the business has been reduced by us? Now we only do technology research and development and give up brand development, which is also a living space for domestic cars. "

"Do you know that other car companies have done market research when developing new products? Do they seriously think about the advantages of their products? Don't think the car looks or drives well, it will sell. "

"When we make new cars, we all need to look great, let people have the idea of buying them, drive them better, and make them adorable. And we offer different models according to different requirements of consumers. "

"Is there anything better for domestic car companies than us? Yes, but they didn't use it properly. Take, for example, is that Wolverine finally owned by Yangcheng auto? "

"It's the pension investment fund that is used to invest in the industry of Yangcheng automobile. The side of Yangcheng automobile is close to the port, which is more suitable for import and export trade." Zhang Ruiqiang explained."It doesn't matter, but you should have known about Wallace's reputation in Europe, right? The safest family car, which has been called for many years, has not been challenged by other car companies. "

"Safety is the biggest selling point of Waupaca. This is very important and we envy it. Yangcheng automobile can pay attention to this as a whole. "

Of course, now that Wal Mart is owned by Huaxia automobile company, many technical exchanges are more convenient than before. Bingcheng machinery manufacturing group also has many advanced technologies in the world, so we don't believe that Yangcheng automobile can resist changing.

"The positioning of foreign car companies is very clear. For example, Baoma has always taken the middle and high-end line and never made any economic cars. And Benchi and those sports car brands are the same, their products are one word, expensive! "

"Must their products be several times better than ours? Not at all, but their sales volume is still very good, because they have become the synonym of high-end cars in people's minds, which can make their profits have been very high, and at the same time, more funds can be invested in research and development to maintain the leading technology. "

"It's too detailed, I won't say. The management of those car companies should be able to understand how to do it. I've never planned to monopolize any industry in China. I've set aside living space for domestic brands for all products. "

"Whether they can survive or not depends on their vision, mind and so on, not on my exclusion. There is no pity for the survival of the enterprise. "

"The biggest tragedy of an enterprise is to have a manager who has power, loves to manage affairs and is not very knowledgeable at all. I can't. let the managers of state-owned enterprises come to our Taihua business school to study for a period of time. There are not only experts and professors at home and abroad, but also entrepreneurs such as Zong Qingxian and Liu Chuanzhi to give lectures, to ensure that they won't regret coming. "

After Feng Yu left, Zhang Ruiqiang pondered for a long time. How do you feel that if the entrepreneurs of state-owned enterprises go to Feng Yu's school to study, there will always be a sense of students for Feng Yula?

……