Chapter 303 alliance strategy

Zhang Yunfeng is not only shocked by Toyota's overall price reduction, but also surprised by other auto brands. The psychology of these brands is similar to Zhang Yunfeng's analysis. They are indeed defeated by Dongchen's technology. However, they are not worried about how much impact Dongchen will have on their market. But now, Toyota has made such a move. Then All of a sudden, it brings them great pressure!

In the past, the models that were positioned as competitors of a certain Toyota model directly lost their competitiveness because of the decrease of Toyota's price. For example, Toyota Camry, Volkswagen maiteng, Honda Accord and Buick Regal are competitors of the same level, each with its own market share and potential users. But Camry suddenly reduced its price by more than 30000 yuan, so Other models cannot compete with them at all.

At this moment, General Motors Group and Volkswagen Group are holding an emergency meeting. The center of the meeting is Toyota's price reduction measures, and they can't affect Toyota's own decision at all. Therefore, they can only take their own countermeasures against this measure of Toyota.

What Zhang Yunfeng expected was that after Toyota announced the price reduction, other brands responded one after another. The speed of response was amazing, as if they had already agreed with each other. Meanwhile, a discussion boom broke out among consumers all over the country. On the Internet, the latest vehicle prices and matching preferential policies of various models were exposed everywhere, while the people Among the people, the topic of these days also began to focus on the car.

Families and consumers who didn't plan to buy a car in the past or plan to buy a car in the future have their car buying rhythm directly increased by a large part. Now, they feel that the car price is an opportunity, and they have started to prepare to buy. The most discussed among relatives and friends is which car they like best, how much the price of this car has fallen and when to sell it Appropriate.

At the same time, Zhang Yunfeng and long Xiaoyue walked into the building of the Ministry of Commerce. Today, the Ministry of commerce is going to hold an internal meeting. The theme of the meeting is the cooperation between Dongchen automobile and other state-owned brands.

On this occasion, Zhang Yunfeng still needs long Xiaoyue to come out and support the scene for himself. The post he put up today is no longer the assistant of long Xiaoyue, but the plenipotentiary appointed by long Xiaoyue.

In addition to Zhang Yunfeng and long Xiaoyue, there are five major enterprises of FAW, Erqi, Zhonghai automobile group, Yanjing automobile group and Beifang automobile group. These enterprises are all state-owned enterprises, and their implementation of the above policies is 100%. The reason why private automobile enterprises are not informed to participate is that on the one hand, they have poor compliance. On the other hand, the Ministry of commerce also thinks Feishui does not flow to the outside world. First, we should arm the state-owned brands with the advanced technology of Dongchen automobile. For the private brands, we can put them on the market for the time being.

At this meeting, the Ministry of Commerce issued a red headed document, which will be classified according to its nature. Other companies participating in the meeting are all leaders of the enterprise, and even one assistant is not qualified.

After the head of the Ministry of Commerce made a simple opening speech, he directly handed the matter to Zhang Yunfeng, saying: "for the specific plan, let's let Mr. Zhang, the Plenipotentiary of Dongchen automobile, give you a brief introduction."

Most of the leaders of these enterprises are middle-aged people, and some of them have reached the old age. However, the two people from Dongchen automobile are very young, and long Xiaoyue is only twenty-three or four years old. Zhang Yunfeng looks like the same age as long Xiaoyue because of his formal dress and mature dress. But Rao is not used to them Because of the framework and system of state-owned enterprises, they always have a sense of looking at young people.

Zhang Yunfeng opened the microphone in front of him and said calmly: "you guys, the main reason why we have such a meeting today is that Toyota's previous price reduction behavior has led to the overall price reduction situation in the whole market. Now, you should also suffer from it. For the products produced by your company, you are originally competing The competition is relatively weak. We can only keep our own market by reducing the profit space and keeping the cost performance ratio. Now, after these multinational enterprises start to reduce their prices, their living space will be infinitely compressed. If we let you reduce the price according to their proportion, I think you will not have any profit space, right? "

The top leaders of these enterprises are embarrassed, but they can't be refuted. The fact that their products are uncompetitive is obvious, which stems from their backward technical strength. Zhang Yunfeng is Dongchen's person, whose technical strength is top, so he is qualified to blame any automobile manufacturer in the world.

After Zhang Yunfeng said this, many people beside him also showed their approval. After all, they are very clear about themselves. The product profit is originally small, that is to say, they rely on low profit and high cost performance to fight the market. Now, when others reduce their price, they can't reduce it any more. If they do, they will lose business. At that time, what others sell a car is how much they earn. They sell a car The car is a measure of how much it has lost.

FAW's first hand said helplessly: "now we are in the market of family car, the best brand is FAW Pentium, which was originally produced on the platform of FAW Mazda. Our chassis, engine and technology are all Mazda's, but our price is lower than Mazda's, so we rely on this to guarantee There are more than 100000 sales every year. However, Mazda has begun to make a price reduction strategy, which makes Pentium lose its competitiveness. That is to say, in the days when foreign enterprises began to reduce prices, the sales volume of Pentium is no more than 20 units per day. In this way, we can't even sell 10000 units a year. Now, we are ready to shut down 80% of the productivity, shrink the output Save costs and reduce losses. "

Zhang Yunfeng nodded and said: "I think all domestic brands are facing such an awkward situation. Most of the consumers who bought domestic cars were unable to afford the cars of imported brands or joint-venture brands. Now, they have started to reduce the price by a large margin, which also makes the competitiveness of Chinese brands even worse. In this way, I don't think it will take a year, except Besides the domestic brands that mainly focus on the low-end market, other domestic brands will be beat. "

"That's right." The leader of CNOOC nodded and said: "Rongwei, our own brand, is also facing such a situation, which is very embarrassing. If it goes on like this, the brand will be finished, and CNOOC will only be able to produce joint ventures in the future."

Zhang Yunfeng smiled and said: "that's why the meeting is held today. The Ministry of Commerce didn't explain the main purpose of the meeting to you before when it came to the next document. The reason is that the content to be discussed in the meeting is relatively confidential, so it's not suitable to mention it directly in the document. Now that you are sitting together, I'll make it clear Let's go. "

Speaking of this, Zhang yunfengdun, zhengse said: "in view of the current situation, your own brands will face a difficult choice in a short period of time, which is to continue to sacrifice the already very meagre profits for poor operation, or to shut down most of the production capacity and wait for the change to maintain their own strength, but I can tell you clearly These two roads are not feasible. "

Other people's faces were grim, and Zhang Yunfeng said: "in the face of this situation, the state has two solutions. One is to ban the price reduction of these brands by tough means, so as to protect the viability of state-owned brands. However, this is bound to cause misunderstanding among the public, and it will be a large area of misunderstanding. Therefore, this way is not a last resort, and cannot be used Use it, and even if it is used, it may not have a good effect. I'm afraid it will backfire. "

The second way is to find ways to improve your competitiveness, so that you can stand firm in this torrent of price reduction. Today, I want to talk with you about the second way

The person in charge of FAW asked, "Mr. Zhang, do you mean that Dongchen intends to cooperate with us?"

Zhang Yunfeng nodded and smiled: "if we didn't intend to cooperate, we wouldn't be sitting together today." With that, Zhang Yunfeng paused and said, "now, Dongchen gives you a solution to see if you can accept it."

FAW leader's eyes brightened and blurted out, "please say."

Zhang Yunfeng said with a smile: "well, we suggest that you temporarily shut down at least 70% of the production capacity, so as to reduce the cost and avoid a large amount of cash being occupied by a pile of unsold cars, and the 70% of the production capacity that has been shut down is all used for the OEM production of Dongchen."

"If you have your own engine production line in your hands, you can fully authorize the production line to Dongchen for operation. In return, Dongchen will provide you with your own engine and authorize you to use Dongchen engine on your own model. We guarantee that the engine authorized by Dongchen to you will not be more expensive than the engine of the same level in the market, But in terms of performance, it will increase by at least 15 percent. "

Let everyone here have a look at this sentence, Dongchen's engine? That's good news! If equipped with Dongchen's engine, their fuel economy is incomparable to that of other brands. Although other brands are implementing price reduction sales, if the economy of domestic brands' cars has been greatly improved, it can naturally make up the gap caused by the price reduction of the other side. After all, buying a car is only a temporary effort, but maintaining a car is a continuous expenditure for at least several years If the cost of use and maintenance can be reduced, the latter is more cost-effective.

At this time, the person in charge of Yanjing automobile asked, "isn't there a contradiction in this way? First of all, we need to give 70% of our production capacity to Dongchen for use, and then we have replaced the engine of Dongchen to ensure our competitiveness. In this way, the demand of our own brand will be maintained, and may even rise. If only 30% of our production capacity is left to us, it is difficult for us to meet the market demand. "

Zhang Yunfeng smiled quietly and said: "this is the condition for cooperation. After all, it is impossible for Dongchen to authorize you to use the engine in vain, and it still uses the price no higher than that of other engines of the same displacement level in the market. Dongchen has made a concession, and your company naturally has to make some concessions and sacrifices to cooperate."

Said Zhang Yunfeng: "in fact, you can calculate a sum of account. None of your auto production lines can achieve 100% production capacity. Basically, all production lines are idle production, and the capacity used will not exceed the original production line