Extraordinary Genius

“Market positioning is the ability of a company to create an impressive image of a product based on the position of the competitor's existing product in the market, and the degree to which consumers value a particular characteristic of the product. ”

“For a simple example, when it comes to Pokémon, what comes to mind? ”

Zhang Ruiqiang said without false thought: "Cheap and compact. ”

“Yes, this is where the Pokémon brand is positioned. No matter how many cars Pokémon launch in the future, these two most intuitive impressions will never change. ”

Pokémon produce a small, cheap car, slightly upgraded, so you don't need the Pokémon brand anymore.

Feng Yu explained that, Zhang Ruiqiang also understood. Although he hasn't read MBA, he's also studied economics and all that, and that's pretty much it.

“So, should other car companies' models be different from yours? ”

“Not necessarily, such as Otto, but also cheap and compact market positioning, with Pokémon is an obvious competitive relationship. My storm design, it gave them the same design, didn't it? In the design of the automotive industry, there is no better design in China than the storm design, right? ”

Feng Yu had too many legitimate means to crowd out his domestic competitors, but he didn't hesitate to do so.

“If other automotive enterprises want to compete, they have to bring out the characteristics that make consumers look good, whether it's price, technology, or design, after-sales service, etc. Otherwise, it's better to stagger positioning. ”

Zhang Ruiqiang thought about it. Face to face, it seems that domestic car companies do not have any advantages. Iceland Machinery Manufacturing Group has great advantages in terms of technology, brand, design, after-sales and even price. It is said that it also does better in terms of cost control.

So staggered positioning is looking for markets where Ice City Machinery Manufacturing Group doesn't have obvious advantages, and other automotive companies come to the forefront, which is a good solution.

But sedans, sports cars, SUVs, businesses, etc., Ice City Machinery Manufacturing Group are already involved in hunting, can other car companies only make small bread and other cars?

Seeing Zhang Ruiqiang frown to death, Feng Yu cautioned: “Old Zhang, have you paid attention to the price range of our products? ”

Pricing range?

Zhang Ruiqiang thought about it and suddenly realized that Feng Yu had always given domestic car companies room for survival and development.

Pokémon, for example, have the highest price of no more than 50,000 and the lowest price of no more than 20,000. Of these, two models of 23,000 sell the best, and over 40,000 sell the average. Then the next higher grade is Songjiang Guo Ao Low Distribution, all in the beginning of 100,000 yuan, the Oriental Deer Low Distribution, also in the beginning of 100,000 yuan.

So between 50,000 yuan and 100,000 yuan, that's the living space that Feng Yu reserved for other car companies. Competition for the same price, but it's cheaper to sell, so you can make money.

“You mean the price is staggered? No wonder your car prices are always very different, and there are not as many models out there, which leaves room for other domestic companies. ”

Feng Ruiqiang was pleased to see Zhang Ruiqiang understand his pain. Since the current situation of domestic automobile enterprises, Iceland Machinery Manufacturing Group is a joint venture. If you pay to acquire the factories of other automobile enterprises, you will soon be able to lay out the whole country. The top other automobile enterprises have no living space.

At that time, joint venture cars could not do the Songjiang brand in Huaxia market, let alone domestic cars. Technically, they lagged behind.

If Feng Yu really did that, in the domestic passenger car market, the peak of Iceland Machinery Manufacturing Group would not occupy half, but could occupy at least 78%, and could even gradually erode other brands.

“Just so you know, I've let them go, otherwise I'd have killed all the other car companies at those levels. Tata cars in India, you know, are unique in India. ”

“If I let Iceland Machine Manufacturing Group do that, we'll be the only ones left in the country that have the core automotive business. Did we have commercial vehicle technology before, and are we also leading in the country? If we make commercial cars, do you think we won't make money? ”

“That part of the business, did we shrink it? We are now only doing technology research and development, abandoning brand development, which also gives domestic cars a living space. ”

“Have you ever heard of any market research done by other car companies when developing new products? Have they seriously considered the advantages of their products? Don't think it looks bad or drives well enough to sell it. ”

“When we make a new car, we all have to look great, give people the idea of buying it, drive it better, and make people love it. And we offer different models for different consumer requirements. ”

“Is there anything better for domestic car companies than what we do? Yes, but they didn't use it rationally. Let me give you an example. Wasn't that Wolverine the ultimate Goat City car? ”

“It is the industry used by the Pension Investment Fund to enter the stock of the Yangcheng automobile, which is closer to the port and more suitable for import and export trade.” Zhang Ruiqiang explained.

“None of this matters, but you must have heard of Volvo's fame in Europe, right? The safest home sedan, this slogan has been called for many years and has not been challenged by other car companies. ”

“Security is the biggest selling point. This is very important, and we envy it. Yangcheng automobiles can focus on this as a whole. ”

Of course, now that Wolverine returns to Huaxia, many technology exchanges are certainly much more convenient than before. Ice City Machine Manufacturing Group also has a lot of advanced technology in the world, so I don't believe that the Yangcheng automobile can handle it.

“Foreign cars are well positioned, such as BMW, which has always taken medium- and high-end routes and never made economical sedans. And the clumsiness and the sports car brands, their products are a word, expensive! ”

“How many times more products do they have than our cars? Not at all, but they're still selling very well, because they've become synonymous with high-end cars, which keeps them profitable, and they have more money to invest in R&D and stay technologically advanced. ”

“This is too detailed, I won't say, and the management of those cars should be able to understand what to do. I never intended to monopolize any industry domestically, all products, and I left room for national product cards. ”

“Their survival lies in their eyes, their minds, etc., not in my exclusion. Enterprises are definitely winners and skips, there's nothing pathetic about that. ”

“The biggest sadness of companies is having a manager who has the power, who loves to run things, and who doesn't know how to do it. It is not feasible, let the management of the State Enterprise go to our Taihua Business School for a while, not only domestic and foreign expert professors, but also entrepreneurs such as Zongqing Xian and Liu Zhenzhi to teach, ensure that they will not regret coming. ”

When Feng Yu left, Zhang Ruiqiang thought about it for half a day. How do you feel that if an entrepreneur from the State Enterprise went to Feng Yu's school to study, there would always be a feeling for Feng Yu La's source of life?

……