EG :: Volume #18

#1736: Similarly many brand Company are different

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The car brand of Bing City Machinery manufacture group are getting more and more, this also made some people have worried. 冰城机械制造集团的汽车品牌越来越多,这也让一些人有了担忧。 They still remember that initially Feng Yu had said that General Motors is the brand are too many, therefore loses money is quite big, when meets the economic crisis, will become such miserable. 他们还记得,当初冯宇说过,同用汽车就是品牌太多,所以亏损才比较大,在遇上经济危机的时候,才会变得这么惨。 Ford car is not this, economic situation not good time, can only close right up against sells the car brand, saves Corporation. 还有富特汽车不也是这样么,经济形势不好的时候,只能靠着出售汽车品牌,来挽救公司。 May have these counter-examples, are the brand of Bing City Machinery manufacture group instead how getting more and more? 可有了这些反例,怎么冰城机械制造集团的品牌反而越来越多呢？ Also the Song River sign, afterward the SUV single row exited, has established the Eastern Divine Deer sign, this but actually nothing. Then has made the little elf, special production small inexpensive car(riage). 原本还有一个松江牌,后来SUV单列出去,成立了东方神鹿牌,这倒没什么。接着又弄了小精灵,专门生产小型廉价车。 Now merged the Jie leopard, concentrates on high-end market and race car market. As the matter stands, didn't attenuate originally the most formidable Song River sign seriously? 现在又并购了婕豹,专注于中高端市场和跑车市场。这样一来,不是严重弱化了原本最强大的松江牌吗？ Also some people said that the Song River sign should also divide again, establishes several child brands, to low-end market, end market and high-end market is separated, the light is the vehicle type does not separate good. 还有人说,松江牌也应该再分一下,成立几个子品牌,面向低端市场、中端市场和高端市场的要分开,光是车型分开不行。 These arguments, fed back Feng Yu here finally. 这些争论,最终反馈到了冯宇这儿。 Li Mingde and Li Dafu think that the brand should not be many, but also some management think that many several have not related, you look at that side Japan and European large-scale car(riage) business, the brand is less than one. 李明德和李大福认为品牌不应该再多了,但是也有一些高管认为多几个没关系,你看岛国和欧洲那边的大型车企,品牌也不是不止一个么。 „Chief Feng, I think that we should establish several child brands, divides our markets in detail, like this is helpful to us seizing each social stratum the market.” “冯总,我认为我们应该多成立几个子品牌,将我们的市场详细划分,这样有助于我们占领各个阶层的市场。” „You look at now the domestic market, various large cart business catch up, they not only have their brand, the joint capital brand, has had the severe blow to our market shares, our percentages are sliding successively.” “你看现在国内市场,各大车企纷纷发力,他们不但有自己的品牌,还有合资品牌,对我们的市场占有率产生了严重冲击,我们的占有率在节节下滑啊。” „If not make deals, perhaps our vehicle market share will break 40%, even breaks 30%.” “如果不做出一些应对,或许我们的乘用车市场占有率会跌破40,甚至跌破30。” „Once after we brand detailed division, by the strong brand superiority and rallying point of our Bing City Machinery manufacture group, the promotion of child brand will definitely not have anything to be difficult, and we can push the different brands in view of the different market hosts, could make the percentage of our vehicle market return over 50% internally!” “一旦我们将品牌详细划分之后,凭借我们冰城机械制造集团的强大品牌优势和号召力,子品牌的推广绝对不会有什么难的,并且我们可以针对不同市场主推不同的品牌,或许能让我们在国内乘用车市场的占有率重新回到50以上！” „Xu hasn't Zong, with using and other lessons of car(riage) business, you studied? The multi- brand management, is easy unable to attend to one thing without losing track of another thing. Let alone we currently had four brands, cannot continue to increase.” The Li Dafu rebuttal said. “徐总,同用等车企的教训,你没有学习吗？多品牌经营,容易顾此失彼。更何况我们现在已经有四个品牌了,不能继续增加。”李大福反驳道。 „President, I do not believe that with using the multi- brands were too many, moreover had many to lose money. However our multi- brands will not lose money, our market shares will also promote, our profits will also promote, this radically is two matters.” “总裁,我不这么认为,同用的多品牌是太多了,而且其中有许多都是亏损的。但是我们的多品牌不会亏损,我们的市场占有率还会提升,我们的利润也会提升,这根本就是两回事。” „You look at virtue audiences Corporation, Japan car(riage) business, is the multi- brand management, their rates of expansion quick? Perhaps crosses for two years, Toyota and virtue audiences were first two of world car volume of production and marketing.” “你看德众公司,还有岛国的车企,也是多品牌经营,他们的扩展速度有多快？或许过两年,疯田和德众就是世界汽车产销量的头两名了。” „Has me also to study other multi- brand management Corporation again, although is not car Corporation, but as world top big Company, there is a place that is worth studying.” “再有我也研究过其他多品牌经营的公司,虽然不是汽车公司,但作为世界顶尖的大企业,也有许多值得我们学习的地方。” „For example Procter &\; Gamble Corporation, world maximum date thing Corporation, the profit margin surpassed 10%, the brands of their, have been over 100, but the sales volume surpassed the One billion brand, several, even many were a kind of product.” “比如宝洁公司,世界最大的日化用品公司,利润率超过10,他们旗下的品牌,超过了100个,而其中销售额超过十亿的品牌,也有十几个,甚至其中许多就是一类产品。” „Can they, why we not? Reason that General Motors the loss, is related with the multi- brand management, but what is more important, they have not carried on the effective union, we do not need to be worried completely, our R &\; D centers, in the same place.” “他们可以,我们为什么不可以？同用汽车之所以亏损,跟多品牌经营有关,但更重要的是,他们没有进行有效的联合,我们完全不需要担心,我们的研发中心,都是在一起的。” Xu Zong now is vice president of Bing City Machinery manufacture group, he knows that the Li Mingde plan will retire next year, Li Dafu will succeed the superior. Then President Corporation this position, but emptied. 徐总现在是冰城机械制造集团的副总裁,他知道李明德打算明年就退休,李大福会成功上位。那么公司总裁这个位置,可就空出来了。 The Corporation vice-president has several, he is in charge of the car service, he must display his ability, quite can take over the position of president by oneself successfully. 公司的副总有好几个,其中他是分管汽车业务的,他要展现出自己的能力,好让自己能够成功接任总裁的位置。 Be responsible for motorcycle, electric car, the agricultural tools and machinery of vice-president, is looking at this position. In this he is youngest, he thinks that he hopes in a big way. 负责摩托车、电动车、农机具等的副总,也都瞄着这个位置呢。这里面他是最年轻的,他认为自己希望最大。 Feng Yu looks that everybody was arguing, has to support Li Dafu, there are to support Xu Zong. Some arguments, have not related, everybody takes the discussion, convinced the opposite party to be good. If who had the idea not saying that leadership was right, Corporation may be dangerous. 冯宇看着大家在争论,有支持李大福的,也有支持徐总的。有争论,没关系,大家拿出来讨论,说服对方就好了。要是谁有想法都不说,领导的话都是对的,公司可就危险了。 „Was good, everybody is peaceful first. Xu Zong meaning, I understood probably. Since Xu Zong with Procter &\; Gamble Corporation example, I also says that my view was good.” “好了,大家先安静一下。徐总的意思,我大概了解了。既然徐总用宝洁公司举例,那我也说一说我的看法好了。” „Cleaning Corporation, in the world most successful date thing Corporation, their brands were less than 100, but was more than 200, close 300, have covered ten categories.” “保洁公司,世界上最成功的日化用品公司,他们的品牌不是100多个,而是200多个,接近300个,涵盖了十个大类。” „Xu Zong believes that such multi- brand Corporation can manage unusual is good, and rapidness that more and more expands, the profit also constantly grows, being worth studying, this I am the approval.” “徐总认为,这么一家多品牌公司都能经营的非常好,且扩张的越来越快,利润也不断增长,值得我们学习,这点我是认可的。” „But Xu Zong also said that Procter &\; Gamble Corporation with our Bing City Machinery manufacture group a little very big difference, they were date, we were the machineries.” “但是徐总也说了,宝洁公司跟我们冰城机械制造集团有一点很大的不同,他们是日化,我们是机械。” „How long is mechanical service life? Possibly one month or how many months did use up? Moreover how much money a car(riage) wants, cheapest little elf, wants more than 10,000?” “机械的使用寿命是多久？可能一个月或者几个月就用完了吗？而且一辆车要多少钱,最便宜的小精灵,也要10000多块吧？” „One bottle of shampoo how much money? One bottle of hand lotion how much money? One bottle of cologne how much money? Toothpaste how much money? Laundry powder, scented soap and other products, many income not high country dwellers, can afford right?” “一瓶洗发水多少钱？一瓶护手霜多少钱？一瓶古龙水多少钱？一管牙膏多少钱？还有洗衣粉、香皂等多种产品,许多收入不高的农村人,也买得起对吧？” „They is a day thing, day melt the thing the core are the daily necessities, every day must use, the consumption is quick. You can buy Head &\; Shoulders today, tomorrow can use Pan Ting, the day after tomorrow can use Piaorou. Perhaps you said that a day cannot use up one bottle, however one month, three months?” “他们是日化用品,日化用品的核心就是日用品,每天都要用,消耗很快。你今天可以买海飞丝,明天可以用潘婷,后天可以用飘柔。或许你说一天用不完一瓶,但是一个月呢,三个月呢？” „But car is different, today opens this, how many tomorrow will open that person to have? You can three days not drive, but you can three days not wash hair, doesn't wash the face to clean the teeth?” “可是汽车不同,今天开这辆,明天开那辆的人能有几个？你可以三天不开车,但是你能三天不洗头,不洗脸刷牙吗？” „This type disappears quickly, does not have analogy with our car. Regarding their brand why these many, but you whether sees, some of their many brands, are purchase.” “这种快消品,跟我们的汽车真的没有类比性。至于说他们品牌为什么这么多,但你们是否看到,他们其中有许多品牌,都是收购来的。” „Also had the date product like Taihua Holding Group, several brands, seized from Procter &\; Gamble and Unilever such world top date Corporation hand. Did they initially enter the China market, what to do brand are approved?” “就像泰华控股集团旗下也有日化产品,有好几个品牌,都是从宝洁、联合利华这样的世界顶尖日化公司手中夺回来的。他们当初进入华夏市场,品牌不受认可怎么办？” „Purchased this national most well-known several date brand, then borrowed this brand to stand firm, this can promote their brands.” “收购这个国家最知名的几个日化品牌,然后借用这个品牌站稳脚跟,这样才能推广他们自己的品牌。” „Like in us domestic was the date product of name brand, perhaps but externally, radically nobody has listened, they had their brand.” “就像一些在我们国内算是名牌的日化产品,但是在国外,恐怕根本就没人听过,他们有自己的品牌。” „However this way, cannot copy, in car Company expands on, General Motors such expands, then Failed. A car big brand, may melt the brand to be much more expensive than day.” “而这个方式,并不能照搬在汽车企业扩张上,同用汽车就是这么扩张的,然后失败了。一个汽车大品牌,可比日化品牌要贵得多。” „Xu Zong, since thinks that side Europe and Japan under the big car(riage) business have many brands, but you have not looked carefully, virtue Zhong and Toyota of their virtue audiences Toyota sign, has to the high-end car(riage) from the low-end car(riage), but names the car(riage) with the different names is the discrimination scale.” “徐总既然认为欧洲和岛国那边大的车企下面有许多品牌,但你没有仔细看过,他们德众的德众牌和疯田的疯田牌等,也是从低端车到高端车都有,只是以不同的名字来命名车系区分档次。” „However a more direct-viewing point, a car(riage) is whether expensive, can look from the exterior design. Compact, many are the economic automobiles, these look like unusual atmospheric car, which had to be cheap?” “而更加直观的一点,一辆车是否贵,从外观设计就能看出来。紧凑型的,多为经济型轿车,那些看起来非常大气的汽车,有哪个便宜了？” Finally Feng Yu gives the final word: „We on these brands, the domestic market, these brands were enough temporarily, the foreign market, will not oppose to continue to purchase others' brand in the future, but wants the quality brand, generally, gives for nothing us not to want!” 最后冯宇一锤定音:“我们暂时就这些品牌吧,国内市场,这些品牌足够了,国外市场,未来不反对继续收购别人的品牌,但都要优质品牌,一般的,白给我们都不要！” ...... ……
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