Zhang Ruiqiang knows that the succession of a consortium is much simpler than the succession of a holding company, and management will be easier. He thought Feng Yu was acting like this out of consideration for his family, which was human nature.
But Feng Yu really hasn't thought about it that way. There are many choices for his children's future. No matter what, his children will not be poor. It would be bad to give too much money rashly.
Feng Yu just believes that this kind of investment is more cost-effective, can have better cohesion, and can greatly enhance the company's ability to resist risks.
Since Zhang Ruiqiang does not object, things will be much simpler. Feng Yu can then vigorously develop the banking industry and related businesses. He will become the person that all consortiums can only look up to.
"Feng Yu, I have something to ask you. It's a small matter."
Feng Yu looked sideways at Zhang Ruiqiang, can the thing you asked be a trivial matter
"Look, the large car companies in our country have always wanted to revitalize old brands, but the results have been unsatisfactory."
Feng Yu was a little curious: "Isn't that right? I think many of our own brands are okay. They are well advertised and can be seen a lot on the street. What's the matter, you still want them to surpass Songjiang brand in one fell swoop?"
Songjiang is the well-established leader in domestic sedans. This position cannot be shaken by so many top foreign car companies, let alone these domestic car companies.
Although car companies around the world have been affected this year, with sales and turnover declining, Bingcheng Machinery's automotive business is still growing.
Foreign cars are not selling well, but car sales in the Chinese market are still growing at a spurt. Not only the original brand, but also the newly added Jiebao is also very popular.
Among the world's large car companies, except for Bingcheng Machinery, all other companies, whether they are European, North American or Asian, have experienced a decline in sales, and many brands have even suffered losses.
But Bingcheng Machinery is such a special case. Not only did it not lose money, it also made more money.
Other domestic car companies have also been developing well in recent years. With state support and local focus, coupled with the explosion of the domestic market, why does it seem that Lao Zhang is not doing well
"Don't be ridiculous. If those people can make the company surpass Songjiang Brand, I will directly transfer them to the cloth committee, but they must also have that ability." Zhang Ruiqiang shook his head. If Feng Yu is willing to be an official, OK.
"I mean they spend a lot of money, whether it's advertising or technology research and development, so why are their sales just not improving?"
Feng Yu thought for a while: "Can you give an example?"
There are many aspects that affect product sales, and Feng Yu cannot simply summarize them. But under normal circumstances, if the technology is good and the publicity can keep up, sales should improve. Is there a problem with the service? Or is there something wrong with the promotion
"For example, this Hongqi car was once one of the top car brands in China. Our limousines are all Hongqi cars."
"Later, you also know that the technology was not good, the output was not good, and it gradually declined. Later, FAW formulated a revival plan for it and spent a lot of money. Good technology was used and advertising was not promoted. Why is there no one? Are you willing to buy it?"
Feng Yu also read this question online in his previous life. He spent tens of billions on research and development of new models, but only sold more than 5,000 vehicles a year. There was also a concept car that cost 5 million RMB, but no one cared about it either.
Feng Yu thought for a while and said: "Advertising is also strategic, and it should highlight the characteristics of the product. I haven't watched much TV recently, and I haven't noticed the Hongqi car advertisements, so it's not easy to judge."
"But I know that if the advertising is not done well, even if a lot of money is spent and the advertising intensity is very high, the effect will not be good. The most important thing is that the advertising must be consistent with the actual situation of the product."
Some product advertisements can be a little exaggerated, but for this kind of car advertisement, if you are too exaggerated, it will be false. If you have a shot of running in the desert, then consumers must think that your car can drive in the desert. If you can't, consumers will definitely be very disappointed and feel deceived.
"If the technology is new, it must be good. Mature technology is the most suitable for the market. If you make some technologies that are more gimmick than actual use, and are not even stable enough, then consumers will not buy it."
“Again, the appearance and interior of a product are both important. If the car looks like a cheap car from the outside, even if the interior is luxurious and has outstanding performance, not many people will be willing to buy it. Many people will buy it. The car is just for saving face."
When many people buy a car, the first thing they consider is the brand, and then other aspects. A big brand has prestige!
"The after-sales service of our products must also keep up. We at Songjiang Automobile have 4S stores in almost every county across the country, and our after-sales service is very good. This is something that other brands cannot imitate."
"In the end, I guess it may be a pricing issue. If the pricing is not right, for example, the price is similar to our Songjiang brand, then Hongqi will definitely fail. Even the technology of Hongqi's new cars is not worse than our cars."
Zhang Ruiqiang was very curious: "Then why? The technology is no worse than yours, and it is also an old brand. There are so many advertisements now, why can't it be sold?"
Feng Yu shook his head. The joint pricing is really the same as Songjiang Automobile. So it should be on the same level as the National Olympics
"Old brands? How many people like old brands? How many people have ridden in Hongqi cars? In the past, Hongqi cars could only make them look up to them, but now, leaders have relaxed their standards for purchasing public cars, right? ? It can even be said that our Songjiang Automobile is the first choice, right?"
"The revival of a brand cannot be achieved by relying on some advertisements. For this, you can send people to visit the car factory in Kirilenko to see how they revitalize Volga Auto."
"You can make some retro designs in the appearance, but it must not look too ugly. Moreover, the brand value of Hongqi is so high, and it is fanciful to want to increase the price of the car by relying on the added value of the brand. It should be regarded as A new brand can only play the emotional card."
At this time, the red flag sign was worthless in Feng Yu's opinion. It was given to Feng Yu for free, and Feng Yu didn't want it. Only when the brand awareness is high enough can it have brand added value.
If your brand is already in decline, how can you talk about the added value of your brand? It is better to follow the example of Modu Auto, take the low-priced civilian route, and then gradually increase the grade, or even directly create a new mid-range brand.
Feng Yu finally reminded that FAW must not imitate Bingcheng Machinery and make any concept cars or high-end cars. They cannot do this.
Technology can only create value if it is used in the right place. If used in the wrong place, it becomes a joke.
Every enterprise must find its own way to develop. If you blindly copy other people's experiences, you will never find your own way!
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