Chapter 302 wolf ambition

In the third week after the C3c polar environment was brought back to China, topgear's program for polar environment was broadcast. This program has set a record in the audience rating of foreign Geely, and the Internet audience rating has exceeded 30 million in just one day. In the network of China alone, the program has been broadcast 16 million times in one day.

For the domestic people, Dongchen automobile represents not only the automobile itself, but also the top automobile manufacturing level in China. It is also the pride of the Chinese people. First, s3c came to Germany and killed all sides. Then, C3c polar area flourished in the native land of the foreign Geely. Even the people who don't know the car and don't love it, they also adore Dongchen 。 The success of s3c is worldwide. At the beginning, the most eye-catching of s3c was not her four-wheel drive system, but her engine technology. However, C3c polar environment raised the passing ability and comprehensiveness of civil SUV to an unimaginable height, which is the real meaning of polar environment.

The media all over the world are amazed. They all think that the auto industry of China has made an unimaginable rapid progress in a short period of time. This kind of rapid progress is not to catch up with the gap between them and the west, but to skip the process of catching up and directly form its leading position in the industry. Because of the auto industry, it is a mirror of industrial manufacturing, Countries that can build cars well have a strong industrial base, such as the United States, Germany and donggood. Therefore, the western media naturally raised Dongchen's success to the position of the international situation. On the one hand, they vigorously criticized the domestic automobile manufacturing industry for its lack of progress, on the other hand, they also re raised the old threat theory of China.

After the broadcast of the program, the only silent one is Dongchen. Dongchen only announced on its official website that the latest four SUVs will be on sale in a month. In addition, the whole Dongchen has no public statement, and has not accepted any media or any form of interview.

Just as the sale of Dongchen C series is getting closer and closer, Toyota Group announced a decision that shocked the world. They reduced the price of all models sold in China by about 10%. This kind of price reduction is a unified price reduction from Toyota to dealers. Toyota forbids any dealers to refuse to implement the price reduction requirements in any form, and forbids any dealers to offer, exchange and purchase The way of upgrading configuration is to conduct curve price reduction. Toyota's price reduction strategy is directly reflected in major dealers. The retail prices of all cars are all lowered overnight.

Toyota's three best-selling cars, corolla, Camry and RAV4, have all been cut by nearly 12%. The market performance is: a Camry with a price of 200000, the latest price only needs 176666.

As the world's highest selling auto brand, Toyota '.

Although the s3c and C3c of Dongchen automobile have fought two beautiful battles one after another, for other automobile manufacturing giants, Dongchen is still not afraid. A car brand with an annual output of 500000 vehicles does not have any impact on the giants in three or five years, even if the product is powerful, so they have not launched the most sincere campaign against Dongchen However, Toyota is so sensitive to reduce the price of C3c shortly after it met the world. Its purpose is not only to keep the market, but also to squeeze its market share to the greatest extent.

A 2.0 naturally aspirated Dongchen S2 costs 218888 yuan, and a 2.5-liter Toyota Camry costs about 250000 yuan. After the price is lowered, the price is about 220000 yuan. S2 has no existing car supply market for a long time, but Camry has a huge stock. Even if there is a rush to buy, they can take it easy, so potential customers of S2 are likely to Because of the wait and price, we turned to Camry.

Shortly after Toyota announced the price reduction, the sales volume of Toyota's full range of models suddenly increased. Just on the first day of the price reduction, the orders sold and reserved are close to the sales data of the whole week of the previous week. If Toyota takes potential customers of Dongchen in this way, then when the output of Zhang Yunfeng rises, it will enter a very awkward situation: the output rises Now, the number of buyers has dropped dramatically!

The vast majority of car consumers buy cars for practical purposes, and the vast majority of consumers will never reinvest in a short period of time. 90% of the car owners in China have only one car, which means that once these users buy other brands of cars, they will not make secondary investment in three or five years, when they are driving Camry, how can Dongchen let them give up Camry and buy S2 that already has a lot of stock?

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While Zhang Yunfeng was actively looking for countermeasures, Liu asked Zhang Yunfeng and Nie Minhui to have an interview in Yanjing. However, Liu didn't disclose the contents of the interview in advance. When Zhang Yunfeng arrived at the interview site, Liu and Nie Minhui had arrived.

Seeing Zhang Yunfeng come in, Nie Minhui said with a smile: "Yunfeng, your Dongchen automobile has a great influence now. Even a giant like Toyota has been forced to reduce its price and sacrifice more than 40% of its profit margin. This is a big blow to them."

Zhang Yunfeng smiled bitterly and said, "aunt Nie, I'm worried about this."

"Comrade Xiao Zhang, Toyota's price reduction means that they have felt the huge pressure brought by Dongchen. The emergence of Dongchen has brought so much influence to the whole industry. That's a good thing!"

Zhang Yunfeng smiled awkwardly and looked at director Liu and said, "director Liu, don't make fun of me. You must have come to me because of this, right? Aunt Nie doesn't work in the automobile industry. She may not be able to see the dangerous situation for a while, but you should be like a mirror in your mind? Otherwise, I won't meet you so soon. "

Director Liu smiled, but Nie Minhui asked in surprise, "Yunfeng, is the situation very dangerous now?"

Zhang Yunfeng nodded and said, "to tell you the truth, aunt Nie, now Toyota just lit the fuse. If this bomb really exploded, it would have a great impact on me."

"Comrade Xiao Zhang, you may as well tell us what you think in your heart?" Liu said with a little surprise in his eyes

Zhang Yunfeng sat opposite the two men and said, "Toyota has cut its price, and the public opinion is in a uproar. Other auto giants can't ignore it. Otherwise, they will not only face the impact of Dongchen, but also the impact of Toyota. The impact of Toyota is more powerful than that of Dongchen."

"Why?" Nie asked curiously

Zhang Yunfeng said: "the impact of Dongchen is from the consciousness, the successive launch of several models and the world wide praise. These are false. I can't convert them into actual productivity in a short period of time, and the impact on the market is not big, but Toyota is not the same. Their annual output is nearly ten million, and if they are overloaded, they have at least 30% of the rising space, In addition to their own reserves, the impact on the market is absolutely choppy. With such a great influence, other car brands can't sit back and ignore it. I believe they will respond soon, and the only response they can do is to follow Toyota's price reduction. "

Said Zhang Yunfeng: "Toyota is too toxic. If the whole industry starts to reduce prices, cash consumers and potential consumers will be completely robbed by them."

"Potential consumers?" Nie Minhui frowned, and seemed to think of some of them. But she has been doing business in steel and other materials, and she doesn't know about the automobile industry, so it's hard to get a clear idea for a while.

Zhang Yunfeng said: "for example, a has always wanted to buy a Mercedes Benz C63, but after the s3c came out, he found that the s3c was more cost-effective than the C63. However, the s3c had to wait for a while, and he felt that the cost-effectiveness of the s3c was worth waiting for several months. But one day, the C63 suddenly reduced the price by two or three hundred thousand, so he would weigh the two cars again, and reduce the price by two or three hundred thousand, It is likely that he will give up Dongchen and choose C63. Once he chooses C63, he will not consider the existing car in the first half of s3c. "

As he said, Zhang Yunfeng added: "whether it's s3c or S1, S2 or S3, Dongchen has snatched users from other brands. If all competitors are cutting prices, then Dongchen's models may lose a large number of cash users. These users will directly transfer to the camp of other brands, and so on. The cash in their hands has been converted into that of other brands Product, how does Dongchen compete with those brands? "

Speaking of this, Zhang Yunfeng paused and said: "as for potential users, this is even more terrible. Many users who are not ready to buy a car in a short period of time will probably choose to sell after the price reduction is popularized. If there are 10 million people planning to buy a car in this period in China, the price reduction will make a large part of the 10 million people directly buy a car It's as if they not only let the students of senior three graduate normally, but also let the students of senior one and senior two graduate ahead of time. The potential users are consumed by them ahead of time. Once Dongchen has enough production capacity, it will find that at that time, the potential users are very few, and even the demand of the whole market will be reduced, and Dongchen is likely to have overcapacity. "

Nie Minhui frowned tighter and said, "if that's the case, I'm afraid that the whole industry will fall into a depression then?"

"That's right." Zhang Yunfeng nodded and said: "the market will be saturated because of price reduction. It will take time for deep potential users to cultivate. The whole industry will fall into a trough. However, the market will be saturated by them. That is to say, they have already sold a large number of products in advance before they enter the trough. Although the profit is lower, there will be some profits, but at this stage, Dongchen will make money because of For lack of production capacity, we can't make any cheap money. After the whole industry reaches the bottom, Dongchen has no cheap money to make. In this way, Dongchen is suffering from losses from beginning to end. "

With a sigh, Nie Minhui said, "I don't think they can stand it