EG :: Volume #18

#1739: Has been letting them

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„Market position is Company acts according to the position of competitor existing product in market, in view of the attaching great importance to degree of consumer's some characteristics to product, molds this Company to give people the impression profound image.” “市场定位就是企业根据竞争者现有产品在市场中的位置,针对消费者对产品的某种特性的重视程度,塑造出本企业给人印象深刻的形象。” „Cites a simple example, spoke of the little elf, what will you think of?” “举个简单的例子,说到小精灵,你会想到什么？” Zhang Ruiqiang saying without hesitation: „Is cheap and exquisite.” 张瑞强不假思索的说道:“便宜、小巧。” „Right, this is the market position of little elf brand. In the future regardless of the little elf promotes many model of car(riage)s, these two most direct-viewing impressions, absolutely do not change.” “没错,这就是小精灵这个品牌的市场定位。未来无论小精灵推出多少款车,这两个最直观的印象,绝对不会变。” The little elf on the production exquisite and cheap car(riage), the scale raises higher slightly, then did not use little elf brand. 小精灵就生产小巧、便宜的车,稍微档次提高一点,那么就不用小精灵这个品牌了。 A Feng Yu such explanation, Zhang Ruiqiang also understood. Although he has not studied for any mba, but has also studied economic anything, these understand everything right off. 冯宇这么一解释,张瑞强也明白了。虽然他没读过什么mba,但是也学习过经济学什么的,这些还是一点就透。 „The vehicle types of other car(riage) business, should with your distinguish?” “这么说,其他车企的车型,应该跟你们的有所区别？” „Is uncertain, for example Aotuo, similarly is also cheap and exquisite such market position, with the little elf is very evident competitive relations. My Wind & Rain Design Co., made the vehicle type to design to them equally was right? In car industrial design, home has not compared favorably with Wind & Rain Design Co.?” “也不一定,比如奥拓,同样也是便宜与小巧这样的市场定位,跟小精灵是很明显的竞争关系。我的风雨设计,一样给他们做了车型设计对不对？在汽车工业设计方面,国内没有比得上风雨设计的吧？” If Feng Yu wants to push aside the domestic competitor, legitimate method/trick were too many, but he disdains in radically such does. 冯宇要想排挤国内的竞争对手,合法手段都太多了,但是他根本不屑于这么做。 „Other car(riage) business , to compete, then must take to let the consumer at present bright characteristics, or is the price, either is the technology, or is designs, the post-sale service wait / etc. any to be the same, otherwise, should better or staggers the localization be quite good.” “其他车企要想竞争,那么就要拿出来让消费者眼前一亮的特点,或者是价格,或者是技术,又或者是设计、售后服务等等任何一样,否则的话,最好还是错开定位比较好。” Zhang Ruiqiang thinks that facing on, probably domestic car(riage) business truly is not having what superiority, Bing City Machinery manufacture group in the technology, brand and design, post-sale even is price, has very big superiority, it is said in cost control, does is better. 张瑞强想了想,正面对上,好像国内的车企确实没有什么优势,冰城机械制造集团无论是在技术、品牌、设计、售后甚至是价格方面,都有很大优势,据说在成本控制方面,也做的更好。 Then staggers the localization, is seeks for the Bing City Machinery manufacture group not to have the distinct superior market, other car(riage) business come the main attack, this actually good means. 那么错开定位,就是寻找冰城机械制造集团没有明显优势的市场,其他车企来主攻,这倒是一个不错的办法。 But the passenger vehicle, race car, SUV, commerce, the Bing City Machinery manufacture group browsed, other car(riage) business can only make the small bread and so on car(riage)? 可是轿车、跑车、suv、商务等,冰城机械制造集团都已经涉猎了,其他车企难道只能做小面包之类的车？ Saw that Zhang Ruiqiang knits the brows dies painstakingly, Feng Yu reminded: „Old has Zhang, you paid attention to the fixed price range of our product?” 看到张瑞强皱眉苦死,冯宇提醒道:“老张,你关注过我们产品的定价范围吗？” Fixed price range? 定价范围？ Zhang Ruiqiang thinks, is suddenly enlighted, since originally Feng Yu, has given the domestic car(riage) business to keep the space of survival and development. 张瑞强想了想,恍然大悟,原来冯宇一直以来,都给国内的车企留出了生存和发展的空间。 For example the little elf, the price is highest does not have over 50,000, lowest 20,000, 20,000-30,000 two most good of selling, 40,000 general of many selling. Then first year scale is the Song River country Ao Dipei version, entire 100,000 Yuan over, Eastern Divine Deer matches the version lowly, similarly is 100,000 over. 比如小精灵,价格最高也没超过50000,最低的20000不到,其中两三万的两款卖的最好,40000多的卖的一般。然后再高一档次的就是松江国奥低配版,全下来100000元出头,东方神鹿的低配版,同样是100000块出头。 Then 50,000 to 100,000, is Feng Yu to the existing space that other car(riage) business reserve. Similarly the competition of price, but can sell is cheaper, that same can make money. 那么50000块到100000块之间,就是冯宇给其他车企预留出来的生存空间。同样价格的竞争不过,但是可以卖的更便宜一些,那一样可以赚钱啊。 „You were said that in the price staggered? No wonder your car(riage) fixed prices always differ is very big, the design that promotes does not have overseas that many, this is stays behind the existing space to other domestic car(riage) business.” “你是说价格上错开？难怪你们的车定价总是相差的很大,推出的款式也没有国外那么多,这是给国内其他车企留下生存空间呢。” Saw Zhang Ruiqiang to understand his pains, Feng Yu was very gratified. Initially on domestic car(riage) business that present situation, the Bing City Machinery manufacture group is joint capital Company, if disbursed money to purchase other car(riage) business the factory, other car(riage) business that quick can the layout nation, go against did not have the existing space. 看到张瑞强明白了他的苦心,冯宇还是很欣慰的。当初就国内车企那现状,冰城机械制造集团又是合资企业,如果出钱收购其他车企的工厂,很快就能布局全国,顶的其他车企没有生存空间。 At that time the joint capital car(riage) could not do the Song River sign in the China market, do not say the domestic car, technically innate on backwardness one section. 那时候合资车在华夏市场都干不过松江牌呢,更不要说国产车了,技术上先天就落后一截。 If Feng Yu has done , the domestic vehicle market, the Bing City Machinery manufacture group peak does not account for half, but can occupy few 70-80%, even can nibble gradually other brands. 如果冯宇真的那么做了,在国内的乘用车市场,冰城机械制造集团巅峰就不是占据一半,而是能占据最少七八成,甚至可以将其他品牌逐渐蚕食掉。 „You understand well, I have been letting them very much, otherwise on other car(riage) business these levels, was already killed by me. Tata Motors of India knows that in India is one alone big.” “你明白就好,我已经很让着他们了,否则就其他车企那些水平,早就被我干掉了。印度的塔塔汽车知道吧,在印度就是一家独大。” „I, if makes Bing City Machinery make group to do, domestic that anything car core Company, can only remaining our. Before we had the technology of commercial vehicle, internally was in the lead? If we produce the commercial vehicle, you think that we won't be able to make money?” “我要是让冰城机械制造集团那么做,国内那什么汽车核心企业,就只能剩下我们一家。之前我们是不是有商用车的技术,是不是也在国内领先？如果我们生产商用车,你认为我们会赚不到钱？” „Were that some services, reduced by us? We only make the technical research and development now, gave up the brand development, this also to a domestic car existing space.” “那部分业务,被我们缩减了吧？我们现在只做技术研发,放弃了品牌开发,这也是给国产车一个生存空间。” „You understand do not have, other car(riage) business when develop the new product, has done the market survey? Do they have carefully have thought the superiority of product? Do not think that this car(riage) looks like not bad, or opens not to be bad, certainly can sell.” “你了解过没有,其他车企在开发新产品的时候,是否有做过市场调查？他们有认真想过自己产品的优势吗？不要觉得这车看起来不差,或者开起来不差,就一定能卖出去。” „We produce the new car time, must look like very good, making the person have the idea of purchase, opens to be better, making one be unable to put down. Moreover we in view of consumer different requests, launch the different vehicle types.” “我们生产新车的时候,都要看起来很棒,让人有购买的想法,开起来更棒,令人爱不释手。而且我们针对消费者不同的要求,推出不同的车型。” „Must say that the domestic car(riage) business does have compared with a better place that we make? Has, but they not reasonable use. Gives an example, that is fertile and fertile, turned over to Guangzhou car finally?” “要说国内车企有没有比我们做的更好的地方？有,但是他们并没有合理的利用起来。举个例子吧,那个沃而沃,是不是最终归羊城汽车了？” „Is the pension investment fund is used to buy stock the industry of Guangzhou car, that side Guangzhou car approaches the harbor, more suitable import-export trade.” Zhang Ruiqiang answered. “是养老金投资基金用来入股羊城汽车的产业,羊城汽车那边靠近港口,更加适合进出口贸易。”张瑞强解释道。 „These are unimportant, but you should also understand, fertile and fertile in the fame in Europe? The safest car, this slogan was called many years, had not been challenged by other car(riage) business.” “这些都不重要,但是你也应该了解过,沃而沃在欧洲的名气吧？最安全的家用轿车,这个口号叫了很多年,一直没有被其他车企挑战下来。” „Security, is the fertile and fertile biggest selling point. This point, is important, is we envies very much. Guangzhou car, can the whole pay great attention to this point.” “安全性,就是沃而沃最大的卖点。这一点,非常重要,也是我们很羡慕的。羊城汽车,就可以整体注重这一点。” Naturally, now is fertile, but Wo Gui China car(riage) business, many that then many technological exchanges must certainly facilitate compared with before. Some Bing City Machinery manufacture group many world advanced technologies, do not believe that side Guangzhou car to be able to bear do not trade. 当然,现在沃而沃归华夏车企了,那么许多技术交流比之前肯定要方便的多。冰城机械制造集团也有不少世界先进的技术,就不信羊城汽车那边能忍得住不换。 „Overseas car(riage) business localization is clear, for example valuable Ma, has taken the high-end route, never makes anything economic automobile. Spreads with these race car brands stupidly is so, their products is a character, expensive!” “国外的车企定位就非常清晰,比如宝玛,一直走中高端路线,从来不做什么经济型轿车。还有笨驰和那些跑车品牌都是如此,他们的产品就是一个字,贵！” „Can say their products certainly compared with our car(riage) several times? Simply does not have, but their sales volume is still good, because they became in the people mind the synonym of high-end car(riage), this can make their profit very high, simultaneously has many funds to put into the research and development, the preservation technique is in the lead.” “要说他们的产品一定比咱们的车好几倍吗？根本没有,但是他们销量依然非常好,因为他们已经成为人们心目中高端车的代名词,这就能让他们利润一直非常高,同时有更多的资金可以投入研发中,保持技术领先。” „This is too specifically detailed, I did not say that the management of these car(riage) business, should also be able to understand how should do. I have not planned to monopolize any industry internally, all products, I gave the domestic brand to leave the existing space.” “这具体太详细的,我就不说了,那些车企的管理层,应该也能明白该如何做了。我从来没有打算在国内垄断什么产业,所有的产品,我都给国产品牌留出了生存空间。” „They whether to survive, lies in their visions, brains wait / etc., does not lie in my preemption. Company definitely was superior slightly selects, does not have what to feel sorry for this saying.” “他们能否生存下来,在于他们的眼光、头脑等等,不在于我的排挤。企业肯定是优胜略汰,没有什么可怜这一说。” „The Company biggest sorrow, is puissant, loves effectively, superintendent but who also does not know the business. Really is not good, lets state-owned enterprise these superintendents, studies to our Taihua business school some time, not only there is domestic and foreign experts and professors, Zong Qingxian and Liu Chuanzhi such Company teaches and ensure will not regret.” “企业最大的悲哀,就是有一个有权力,爱管事,还根本不太懂行的管理者。实在不行,让国企那些管理者,到我们泰华商学院学习一段时间吧,不但有国内外的专家教授,还有宗庆先、刘传志这样的企业家授课,保证来了不会后悔。” When Feng Yu walked, Zhang Ruiqiang ponders over for quite a while, felt, if makes Company in state-owned enterprise go to Feng Yu that school to study, always one type does draw the feeling of students to Feng Yu? 等冯宇走了,张瑞强琢磨半天,怎么感觉如果让国企的企业家去冯宇那个学校学习,总有一种给冯宇拉生源的感觉呢？ ......( To be continued......) ……(未完待续……)
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