“Market positioning is to create an impressive image of the company based on the position of the competitor's existing products in the market and the importance that consumers attach to certain characteristics of the product.”

"For a simple example, when you talk about the elf, what do you think of?"

Zhang Ruiqiang said without thinking: "Cheap, small."

“Yes, this is the market positioning of the brand of the elf. In the future, no matter how many cars the elf launches, the two most intuitive impressions will never change.”

The elf produces a small, cheap car, a little higher, so you don't need the elf brand.

Feng Yu explained this, Zhang Ruiqiang also understood. Although he has not read any mba, but he has also studied economics, these are still a bit.

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

"Not necessarily, such as Alto, is also a market position such as cheap and small, and it is obviously a competitive relationship with the elves. My wind and rain design, do the same design for them? In the automotive industry design, domestic Isn't it better than the wind and rain design?"

Feng Yu wants to crowd out domestic competitors, and there are too many legitimate means, but he does not bother to do so.

"If other car companies want to compete, then they must take out the characteristics that make consumers shine, or the price, or the technology, or the design, after-sales service, etc. Otherwise, it is better to stagger the positioning. Better."

Zhang Ruiqiang thought for a moment, facing up, 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 in terms of cost control. And do it better.

So staggered positioning is to find a market where the Ice City Machinery Manufacturing Group has no obvious advantage. Other car companies come to attack, which is a good idea.

However, cars, sports cars, suv, business, etc., Bingcheng Machinery Manufacturing Group has been involved, and other car companies can only do small bread and other cars?

Seeing that Zhang Ruiqiang was frowning, Feng Yu reminded: "Lao Zhang, have you paid attention to the pricing range of our products?"

Pricing range?

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

For example, the elf, the highest price is no more than 50,000, the lowest is less than 20,000, of which two or two of the two are best sold, more than 40,000 are sold. Then, the higher grade is the Songjiang Olympics low-grade version, all down the 100,000 yuan, the low version of the Oriental Shenlu, the same is 100,000 blocks.

Then between 50,000 and 100,000, it is the living space that Feng Yu has reserved for other car companies. The same price competition is not, but it can be sold cheaper, and that can make money.

"Do you mean that the price is staggered? No wonder your car pricing is always very different. There are not as many models in the world as it is. This is to leave room for other domestic car companies."

Feng Yu was very pleased to see that Zhang Ruiqiang understood his pains. At the beginning of the current situation of domestic car companies, Bingcheng Machinery Manufacturing Group is a joint venture. If the company purchases the factories of other car companies, it will soon be able to lay out the whole country. The other car companies at the top have no living space.

At that time, the joint venture car did not do the Songjiang brand in the Huaxia market, let alone the domestic car, and the technology was inherently behind.

If Feng Yu really did, in the domestic passenger car market, the peak of the Bingcheng Machinery Manufacturing Group is not half, but can occupy at least 70% or 80%, and even gradually eroded other brands.

"You understand, I have already let them, otherwise the level of other car companies has long been killed by me. India's Tata Motors knows that it is a big one in India."

"If I let the Bingcheng Machinery Manufacturing Group do that, what kind of automobile core enterprise in China will only be left in our family. Before we have the technology of commercial vehicles, is it also leading in China? If we produce commercial vehicles, Do you think we can't make money?"

"That part of the business has been reduced by us? We are only doing technology research and development, giving up brand development, which is also a living space for domestic cars."

“Have you ever understood that other car companies have done market research when developing new products? Have they seriously thought about the advantages of their products? Don’t think that this car looks not bad, or it’s not bad, I can definitely sell it."

“When we are producing a new car, it looks great, people have the idea of ​​buying it, it’s awesome to drive, and it’s so addictive. And we’re launching different models for different consumer requirements.”

"Do you want to say that domestic car companies have better places than we do? Yes, but they are not used properly. For example, is that Wowo, is it finally going to Yangcheng?"

"It is the industry used by pension funds to invest in Yangcheng Motors. Yangcheng Motor is close to the port and is more suitable for import and export trade." Zhang Ruiqiang explained.

"These are not important, but you should also understand that Volvo's reputation in Europe? The safest family car, this slogan has been called for many years and has not been challenged by other car companies."

"Safety is the biggest selling point of Volvo. This is very important and we are very envious. Yangcheng Automobile can pay attention to this as a whole."

Of course, now that Volvo is returning to China, there are many technical exchanges that are more convenient than before. The Ice City Machinery Manufacturing Group also has a number of world-class technologies, and it is not believed that the Yangcheng Automobile can endure it.

"The positioning of foreign car companies is very clear, such as BMW, has always been on the high-end route, never do economic cars. There are also stupid and those sports car brands, their products are a word, expensive!"

“Do you want to say that their products are several times better than ours? There is no such thing, but they still sell very well, because they have become synonymous with high-end cars in people’s minds, which will make their profits have been very high, and there are more More money can be invested in research and development to maintain technology leadership."

"This is too detailed, I will not say it. The management of those car companies should be able to understand how to do it. I have never planned to monopolize any industry in China. All products, I have set aside for domestic brands. The living space."

"Their survival, their vision, mind, etc., is not in my exclusion. The company must be a winner, there is nothing to say."

"The biggest sorrow of the company is that there is a manager who has power, loves management, and is not very knowledgeable. It is not good. Let the managers of state-owned enterprises go to our Taihua Business School for a while, not only experts and professors at home and abroad. There are also entrepreneurs such as Zong Qingxian and Liu Chuanzhi who teach that they will not regret it."

When Feng Yu left, Zhang Ruiqiang pondered for a long time, how do you feel that if the entrepreneurs of state-owned enterprises went to Feng Yu’s school, there would always be a feeling for Feng Yula’s students?

... (to be continued...)