In the third week after c3c Jiji was brought back to China... the program targeting Jiji was broadcast. The ratings of this program set a record in the UK, and the Internet ratings even dropped in just one day.
It exceeded 30 million within a day. On China’s domestic Internet alone, the program was played 16 million times in one day.
For the domestic people, Dongchen Automobile no longer represents as simple as the car itself. It also represents China's top automobile manufacturing level and is a source of pride for the Chinese people. First, the s3c came to Germany.
After killing everyone, the c3c Jijiang became famous in the UK. Even the people who don't know about cars and don't love cars highly praise Dongchen.
The success of the c3c is worldwide. The most eye-catching thing about the original s3c was not its four-wheel drive system, but its engine technology. However, the c3c has raised the passing ability and comprehensiveness of civilian SUVs to an unimaginable height.
, this is the true meaning of "extreme realm".
The world's media are amazed. They all believe that China's automobile industry has made unimaginable rapid progress in a short period of time. This 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 a new model.
It leads the industry by a large margin. The automobile industry can be regarded as a mirror of industrial manufacturing. Countries that can manufacture automobiles have a very strong industrial base, such as the United States, Germany and Japan. Therefore, Western media will naturally report it.
Dongchen's success has risen to the status of the international situation. On the one hand, it has criticized the domestic automobile manufacturing industry for its lack of ambition. On the other hand, it has also revived the threat of China.
After the show was broadcast, the only person who remained silent was Dongchen himself. Dongchen only announced on its official website that the latest four SUV models would go on sale in a month. Other than that, Dongchen has not made any public announcements.
expressed his position. Moreover, he did not accept any media or any form of interview.
Just as the launch of the Dongchen C series is getting closer, Toyota Group announced a decision that shocked the world. They reduced the prices of all their models sold in China by about 10%. This price reduction is from Toyota to dealers.
Toyota strictly prohibits any dealer from refusing to implement price reduction requirements in any form. It also strictly prohibits any dealer from making curved price reductions in the form of discounts, exchanges, and upgraded configurations. Toyota's price reduction strategy is directly reflected in major dealers.
, the retail prices of all cars were reduced overnight.
Toyota's three best-selling cars, the Corolla, Camry and Rav4 models, have all been reduced by nearly 12%. The market performance is: a Camry priced at 200,000, the latest price is only... As the world's highest-selling car brand
, Toyota's price reduction can be said to have caused an uproar. Media comments all believe that Toyota is worried that Dongchen will have a huge impact on its market, so it takes a preemptive strike to reduce prices to protect the market. However, in Zhang Wenhao's view, Toyota is calling on other car brands.
Play with yourself.
Although Dongchen Automobile's S3C and C3C have fought two good battles in succession, Dongchen is still nothing to fear for other automobile manufacturing giants. A car brand with an annual output of not even 500,000 vehicles,
No matter how powerful the product is, it will not be able to have an impact on the giants within three to five years. Therefore, they have not launched the most careful response policy for Dongchen. However, Toyota is so sensitive when it just met the world at c3c.
Soon after, prices were lowered across the board. The purpose was not only to maintain the market, but more importantly, to squeeze its own market share to the greatest extent.
A 2.0 naturally aspirated Dongchen s2 is priced at 218,888, and a 2.5-liter Toyota Camry was originally priced at around 250,000. After the price was lowered, the price is also around 220,000. There is no existing car supply market for the s2.
, but Camry has a huge number of people in stock. Even if there is a panic buying frenzy, they can handle it calmly. In this way, potential customers of s2 are very likely to switch to Camry and others due to factors such as waiting and price.
Shortly after Toyota announced the price reduction, Toyota's sales of all series of models suddenly increased. On the first day of the price reduction, the orders sold and booked were close to the sales data of the previous week. If Toyota uses Dongchen in this way,
If potential customers are snatched away, when Zhang Wenhao's production increases, he will enter an extremely embarrassing situation: the production volume has increased, but the number of buyers has dropped significantly!
The vast majority of car consumers purchase cars for practical purposes, and the vast majority of consumers will never make repeated investments in the short term. 90% of car owners in China only have one car, which means that once these users
If someone buys a car of another brand, he will basically not make a second investment within three to five years. By then, they will be driving a Camry. How can Dongchen make them give up the Camry and instead buy an existing Camry?
Large quantities of s2 in stock?
Moreover, if Toyota does this, it will definitely affect changes in the entire industry. In other words, other car manufacturers cannot sit back and watch Toyota cut prices. In the short term, they will definitely take action. If the entire industry cuts prices across the board, then Dongchen's
The next step of development may be very difficult.
While Zhang Wenhao was actively looking for countermeasures, Director Liu made an appointment with Zhang Wenhao and Nie Minhui for an interview in Yanjing. However, Director Liu did not disclose the content of this interview in advance. When Zhang Wenhao arrived at the interview location, Director Liu and Nie Minhui had already arrived.
.
Nie Minhui saw Zhang Wenhao coming in and said with a smile: "Wenhao, your Dongchen Automobile's influence is really great now. Even giants like Toyota are under pressure to cut prices across the board, sacrificing more than 40% of their own profits.
The profit margin, this time, will hit them hard."
Zhang Wenhao gave a wry smile and said, "Aunt Nie, I'm worried about this."
Officer Liu on the side asked with a smile: "Comrade Xiao Zhang, Toyota's price reduction means that they have felt the tremendous pressure brought by Dongchen. The emergence of Dongchen has brought such a great influence to the entire industry. This is something
What a good thing!”
Zhang Wenhao smiled awkwardly, looked at Director Liu and said: "Director Liu, please stop joking with me. You came to me because of this thing, right? Aunt Nie is not in the automobile industry, so she may not be able to see it for a while.
You are aware of the dangerous situation now, but your mind must be the same as Ming Jing's, right? Otherwise, you wouldn't have met with me so quickly."
Officer Liu smiled and said nothing, while Nie Minhui on the side asked with a surprised look on his face: "Wen Hao, is the current situation very dangerous?"
Zhang Wenhao nodded and said: "To tell you the truth, Aunt Nie, Toyota has just lit the fuse now. If the bomb really explodes, the impact on me will be great."
Director Liu said with a little surprise in his eyes: "Comrade Xiao Zhang, why don't you tell us what you think?"
Zhang Wenhao sat across from the two people and said: "Toyota has cut prices and public opinion is in an uproar. Other automobile giants cannot sit idly by and ignore it. Otherwise, they will not only have to face the impact of Dongchen, but also the impact of Toyota.
And Toyota's impact is much more powerful than Dongchen's."
Nie Minhui asked curiously: "Why?"
Zhang Wenhao said: "The impact of Dongchen is from the consciousness. The successive launch of several models and widespread praise around the world are all false. I have no ability to transform them into actual productivity in the short term and have an impact on the market."
It's not big, but Toyota is different. Their annual output is nearly 10 million, and if they are overloaded, they have at least 30% room for growth. Coupled with their own ownership, their impact on the market will definitely be like a storm.
With such a huge influence, other car brands cannot sit idly by and believe that they will react soon, and the only reaction they can do is to follow Toyota in lowering prices."
After saying that, Zhang Wenhao added: "Toyota's tactics are too cruel. If the entire industry starts to cut prices, cash consumers and potential consumers will all be robbed by them."
"Potential consumers?" Nie Minhui frowned and seemed to have thought of one of them, but she had always been in the business of steel and other materials and didn't know much about the automobile industry, so it was still difficult to understand for a while.
Clear your mind.
Zhang Wenhao 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, he had to wait for a while for the s3c. He felt that the price-performance ratio of the s3c was worth waiting for.
Months, but one day the price of the c63 suddenly drops by 200,000 to 300,000 yuan, then he will weigh the two cars again, and the price reduction of 200,000 to 300,000 yuan will probably make him give up Dongchen and choose the c63.
, once he chooses c63, he will not consider it if s3c becomes available in the first half of the year."
With that said, Zhang Wenhao added: "Whether it is s3c, or s1, s2, s3 favored users, Dongchen has snatched it from other brands. If all competitors are cutting prices, then Dongchen's models may be
Losing a large number of cash users, these users will directly switch to the camp of other brands. When the cash in their hands has been converted into products of other brands, how can Dongchen compete with those brands? "
Having said this, Zhang Wenhao paused and then said: "As for potential users, this is even more terrifying. Many users who are not planning to buy a car in the short term will probably choose to do so after this price reduction becomes widespread. If domestic
During this period, 10 million people are planning to buy cars, so this price reduction will allow a large part of these 10 million people to buy directly. This is like they not only allow high school seniors to graduate normally, but also allow high school students to graduate normally.
The first and second grade students graduated early, and all the potential users were consumed by them in advance. Once Dongchen has enough production capacity, it will find that there are very few potential users by that time, and even the demand in the entire market will decrease. Dongchen is likely to
There is overcapacity."
Nie Minhui frowned even more and blurted out: "If that's the case, then I'm afraid the entire industry will fall into a trough, right?"
"That's right." Zhang Wenhao nodded and said: "The market is accelerating saturation due to price cuts. Deep potential users still need time to cultivate, and the entire industry will fall into a trough. However, the market is saturated by them, which means that they are entering a trough.
Previously, a large number of products had been sold in advance. Although the profit was lower, it was still profitable. However, at this stage, Dongchen could not make any cheap profits due to insufficient production capacity. After the entire industry entered the bottom,
There is nothing cheap for Dongchen to make, so Dongchen is suffering from the beginning to the end."
Nie Minhui sighed and said: "I thought they couldn't withstand Dongchen's pressure. They could only lower themselves. I didn't expect that there was such a sinister inside story. According to you, they consumed cash users, and then consumed them again."
Potential users, when Dongchen really has high production capacity, will there be a situation like this: in the entire market, those who have the idea of buying a car have already purchased products of other brands, even those who were originally planning to wait for a while before buying them
Consumers have also purchased them in advance.”
Officer Liu on the side nodded and said: "Yes, that's it. This is also the core concern of the Ministry of Commerce and the Ministry of Finance. Their price cuts will accelerate early consumption, and the entire market is like a fish pond. Originally, only fish weighing more than two kilograms were caught.
, but their price reduction will make this mark drop to one and a half kilograms or even lower, while Dongchen’s positioning is higher than the lower limit of two kilograms. By then, there will be no more fish in the fish pond for Dongchen to fish.
When the time comes, Dongchen will either lower the bottom line, or it will struggle and wait for the saturated market to enter a balanced cycle again. Of course, this also depends on how long they want to maintain this price reduction strategy."
Zhang Wenhao sighed and said: "That's why I can't do anything. If the price reduction becomes unified in the entire market, Dongchen will have a hard time. After all, the vast majority of the users we target are ordinary users. After their first purchase,
Within three years, it is rare to make a second investment.”
Officer Liu smiled slightly and said: "This is also the key reason why I want to find you. Your current production capacity is the biggest problem. If you have enough existing cars to directly impact the market, then even if they lower the price, it will be difficult to make up for it.
The gap between their products and Dongchen’s.”
Zhang Wenhao was overjoyed and asked with a smile: "If you say that, Director Liu, does it mean that the higher-ups have already thought of a countermeasure for me?"
Director Liu smiled and said: "We can't think of countermeasures for you, but we can still help with some hardware issues."
As he spoke, Director Liu said: "Several state-owned automobile manufacturing industries are conducting joint venture production with foreign brands. However, the state has always had its own reasons for formulating joint venture production, which is to help state-owned enterprises grow and progress. Now China Overseas Automobile Co., Ltd.
Northern Motor, Yanjing Automobile, FAW, and Second Automobile Works have their own private brand production lines in addition to joint venture production lines. If you are interested, we can imitate the cooperation model with BAIC and Dongfeng."
Zhang Wenhao asked in surprise: "Is this feasible? The production lines I cooperate with BAIC and Dongfeng are military vehicle production lines, and the ones you mentioned are civilian vehicle production lines. If I use their production lines, what will happen to their own brands?
?They won’t sacrifice their own brands to satisfy my competitor, right?”
Director Liu smiled and said: "So, this kind of cooperation is conditional."
"What conditions?"
Officer Liu smiled slightly and said: "First of all, the sales of these state-owned brands have not been very good. Take FAW's Pentium as an example. The annual sales volume is only more than 100,000 units. However, the production capacity of its own production lines far exceeds this number, so
, if they really cooperate, they will not lend you all their production lines, but will lend you part of their excess production capacity. As for the conditions, you also know that the technological level of state-owned brands has always been lower than that of the West, Japan and South Korea.
In terms of technical level, domestic brands have also been seeking breakthroughs, but we are running, and others are also running. It is good to keep up with others, but it is very difficult to catch up. Therefore, the above wants you to authorize the use of Dongchen engines.
It also enhances the competitiveness of state-owned brands to a certain extent."
"Engine?" Zhang Wenhao frowned, knowing that he couldn't agree to this kind of thing casually. After all, engines are one of Dongchen's special skills. If other brands are authorized to use them, wouldn't it be equivalent to the United States selling F22 and others to China?
?
Seeing Zhang Wenhao's hesitant expression, Officer Liu said with a smile: "Don't worry, the leader has also considered what you are thinking about. It is impossible for you to just take out your own things. However, the above has also given you several options.
.”
Zhang Wenhao asked: "What are the options?"
Officer Liu said: "The first is to directly authorize them to use Dongchen's engines; the second is to provide them with the new aluminum alloy used in the engines; if you are not willing to do either of these, you can also let Dongchen
Develop some intermediate products whose performance is slightly inferior to the Dongchen Freedom engine, but slightly higher than the same level of engines on the market, and then authorize them to use it, or authorize them to manufacture it."
Zhang Wenhao nodded lightly and said: "The third one is acceptable, but now my own engine production line is at full capacity. How can I cope with the demand of so many brands? I don't think it's better than this. You shut down their engine production lines completely.
, and then authorized me to use it. While using it, I will be fully responsible for the production of their own brand engines. I guarantee that the performance will be slightly higher than the same level of engines on the market, but the price will be the same as the same level of engines."
Officer Liu looked at Zhang Wenhao and laughed helplessly, and sighed: "Comrade Zhang, your calculation is really shrewd. In this way, you not only borrowed the excess capacity of their production line, but also took away their engine production line.
, it’s like borrowing a chicken to lay an egg!”
Zhang Wenhao also smiled and said: "It doesn't matter if I borrow chickens to lay eggs. The key is that by using their chickens, I can give them better eggs in return, and they don't need to raise the chickens. This is also a good thing for them."
"
Director Liu nodded and said seriously: "Toyota's wolf ambition is to use its position as the leader to lead the entire industry to defeat you, but we will also let them know that at this time, state-owned enterprises will also stick together, no matter what
The Dongchen family will be left to fight alone. When the time comes, it is not just Dongchen who will attack them, but the whole country will gather their strength to launch a fatal blow to them!"
(.).
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