EG :: Volume #19

#1865: The direction made a mistake

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Zhang Ruiqiang knows that inheritance of financial group wants simple many compared with inheritance of holding Corporation, the management also easy.?? 张瑞强知道,财团的继承比控股公司的继承要简单的多,管理也会更加的容易。?? He thinks Feng Yu this, considered for the family member that this is also the way things should be. 他以为冯宇这样,是为了家人考虑,这也是人之常情。 But Feng Yu has not thought, child's future, can have the multiple options, whatever, his child will not be poor, gives too much money rashly, instead is not good. 但冯宇还真没这么想过,孩子的未来,可以有多种选择,无论怎样,他的孩子也不会穷了,贸然给太多的钱,反而还不好呢。 Feng Yu thinks that like this invests cost-effective/worthwhile, can have better cohesive force, can let the anti- risk ability enormous enhancement of Company. 冯宇只是认为这样投资更为划算,可以有更好的凝聚力,能让企业的抗风险能力极大的增强。 Since Zhang Ruiqiang did not oppose, then matter is simpler, Feng Yu turns head to unfold the bank industry extremely relevant operation vigorously, he must become that person who all financial groups can only look up. 既然张瑞强不反对,那么事情就简单多了,冯宇回头就可以大力展银行业极其相关业务,他要成为所有财团都只能仰望的那个人。 „Feng Yu, has a matter to consult with you, small matter.” “冯宇,有件事儿跟你咨询一下,小事儿。” The Feng Yu squint looks at Zhang Ruiqiang, matter that your mouth asked that but can also be the small matter? 冯宇斜眼看着张瑞强,你嘴里问出来的事儿,还能是小事儿？ „You look, our country these large-scale car(riage) business, have wanted to promote the old brand, is the result is not entirely as desired.” “你看啊,咱们国家那些大型车企,一直想要振兴老品牌,可是结果却不尽如人意。” Feng Yu is somewhat curious: „It is not right, many our brands I look, good that the advertisement makes, on the street can also see much, how, but also is thinking helps them cross the Song River sign at one fell swoop?” 冯宇有些好奇:“不对吧,好多咱们自己的品牌我看还可以啊,广告做的不错,街上也能看到不少,怎么着,还想着让他们一举过松江牌啊？” The Song River sign is domestic proper passenger vehicle Boss , this position foreign country that many top car(riage) business are unable to shake, do not say domestic these car(riage) business. 松江牌是国内妥妥的轿车老大,这个位置外国那么多顶尖车企都无法撼动,更不要说国内这些车企了。 Although the car(riage) business of world was affected this year, the sale slides, the turnover slides, however the Bing City Machinery car service, is still in the growth. 虽然今年全球的车企都受到影响,销售下滑,营业额下滑,但是冰城机械的汽车业务,依然处于增长中。 The overseas car(riage) sells is not good, but the car sales volume of China market, may also be in the blowout shape growth. Not only original brand, new Jie leopard, is quite popular. 国外车卖的不好,但是华夏市场的汽车销量,可还处于井喷状增长呢。不只是原有的品牌,新加入的婕豹,也是颇受欢迎。 In the world large-scale car(riage) business, except for Bing City Machinery, what other no matter Europe, North America is Asia, the turnover presented sliding, even many brands also had the loss. 在世界大型车企中,除了冰城机械,其他不管是欧洲的、北美的还是亚洲的,营业额都出现了下滑,甚至好多品牌还出现了亏损。 However Bing City Machinery is such an exceptional case, not only has not owed, gains were more. 但是冰城机械就是这么一个特例,不但没亏,赚的还更多了。 Other domestic car(riage) business the show was also good for these years, the state support, the local key escorts, appearance that in addition exploding of domestic market, sees Old Zhang, seems not quite good? 国内其他车企这几年展也都不错,国家扶持,地方重点保驾护航,加上国内市场的爆,怎么看老张的样子,似乎不太好呢？ „Do not crack a joke, if these people can let Company the Song River sign, I adjust the arrange to entrust directly to them, but they must have that skill to be good.” Zhang Ruiqiang shook the head, if Feng Yu is willing to be an official well. “你就别开玩笑了,那些人要是能让企业过松江牌,我直接给他们调到布委来,可他们也要有那个本事才行。”张瑞强摇了摇头,冯宇要是愿意当官多好啊。 „I meant that they do not have little spend, the advertisement propagandizes, is the technical research, why don't their sales volumes have what improvement?” “我是说他们没少花钱,无论是广告宣传,还是技术研,为什么他们的销量就是没什么起色？” Feng Yu thinks: „Can you give an example?” 冯宇想了想:“你能举个例子吗？” The influence customer is various, Feng Yu is unable to summarize simply. However, the technology is generally good, the propaganda can follow, the sale should show improvement after illness is right, is in the service had problems? Also or propagandizes has the issue? 影响产品销售是多方面的,冯宇也无法简单的概括。但是一般情况下,技术好,宣传跟得上,销售就应该有起色才对,难道是服务上出了问题？又或者说宣传的有问题？ „For example this red flag car, once was also we domestic great passenger vehicle brand, our protocol car(riage)s, were the red flags.” “比如这个红旗汽车吧,曾经也是咱们国内一等一的轿车品牌,咱们的礼宾车,都是红旗的呢。” „Afterward you also know that technology is not good, the output is not good, gradually declined. Afterward FAW has made the revival plan to it, has not spent little, the good technology used, the advertising has not lagged behind, why was nobody is willing to buy?” “后来你也知道,技术不行,产量不行,逐渐没落了。后来一汽对其制定了复兴计划,也没少花钱,好的技术都用上了,广告宣传也没拉下,为什么就是没人愿意买呢？” This issue Feng Yu previous generation online has also looked, consumes tens of billions research the new vehicle types, result one year can sell more than 5000. The construction cost 5 million rmb concept cars, the result similarly is abegging. 这个问题冯宇前世也在网上看过,耗费上百亿研的新车型,结果一年才能卖出去5000多辆。还有造价5000000rmb的概念车,结果同样无人问津。 Feng Yu thinks saying: „Advertising also has strategy, must highlight the product the characteristics. My recent television looks not many, has not noted the advertisement of red-flag car, therefore is not quite good to judge.” 冯宇想了想说道:“广告宣传也是有策略的,要突出产品的特点。我最近电视看得不多,也没注意到红旗车的广告,所以不太好评判。” „But I know, if advertisement has not completed, even if has spent a lot of money, the delivery density is big, effect not., The advertisement must be consistent with the product actual situation importantly.” “但我知道,如果广告没有做好,即使花了很多钱,投放密度非常大,效果也不会好。最重要一点,广告一定要与产品实际情况一致。” The advertisements of some products can exaggerate a point, but this car advertisement, you, if too exaggerates, that was false. On you have in the scene that on the desert runs, the consumer certainly thinks that your this car(riage) can go in the desert, if you cannot, the consumer decide however will be disappointed, moreover there are feeling that to be deceived. 有些产品的广告可以夸张一点,但是这种汽车的广告,你要是太夸张,那就是虚假了。你上面有在沙漠上奔跑的镜头,那消费者就一定认为你这辆车可以在沙漠中行驶,如果你不能,消费者定然会非常失望,而且还有上当受骗的感觉。 „It is not the technology is new, certainly is good, the mature technology, most suits the market. You make laugh uproariously to be bigger than actual use the technology, even insufficiently stabilizes, the consumer will not show respect for somebody's ability.” “还有不是技术新,就一定好,成熟的技术,才是最适合市场的。你弄一些噱头大于实际用途的技术,甚至都不够稳定,那消费者是不会买账的。” „Another appearance and in the decoration is very important, if this car(riage) one looks from outside looks like the inexpensive car(riage), then your interior, even if very luxurious, the performance is very prominent, but will not have many people willing to buy, many people buy the car(riage), what chart is a face.” “再一个产品外观和内饰都很重要,如果这辆车从外面一看就像是廉价车,那么你内部即使很豪华,性能很突出,但也不会有多少人愿意买,许多人买车,图的是个面子。” Many people buy the car(riage), first considers is the brand, is other aspects, the big brand, has the face! 许多人买车,先考虑的就是品牌,然后才是其他方面,大品牌,有面子！ „Product post-sale must be able to follow, our Song River car has the 4s shop in national almost every district, the post-sale service is very proper, this is other brands is unable to imitate.” “产品的售后也一定要跟得上,我们松江汽车在全国几乎每个县都有4s店,售后服务更是非常到位,这也是其他品牌无法模仿的。” „Finally I guessed that possibly is the fixed price issue, if the fixed price has not done well, for example is similar to the price of our Song River sign, then Failed certainly is the red flag, even if red flag new car technology not compared with our car(riage) difference.” “最后我猜测可能是定价问题,定价如果没弄好,比如跟我们松江牌的价格类似,那么失败的一定是红旗,即使红旗新车技术也不比我们的车差。” Zhang Ruiqiang is very curious: „That why? Technology not compared with your difference, is the old brand, now the advertisement does also these many, why on won't sell?” 张瑞强很好奇:“那为什么？技术不比你们的差,也是老品牌,现在广告做的也这么多,为什么就卖不动？” Feng Yu shook the head, gathers the fixed price really to be the same with Song River car, said should with a country mysterious scale? 冯宇摇了摇头,合着定价还真跟松江汽车一样啊,这么说应该是跟国奥一个档次的喽？ „Old brand? Will how many people like old brand? Have how many people ridden red-flag car? Once red-flag car, can only make them look, but now, leadership to Duke ~ has the purchase of car(riage) relaxed the standard? Even can say that our Song River car is first chooses right?” “老品牌？有多少人会喜欢老品牌？有多少人坐过红旗车？曾经的红旗车,是只能让他们仰望的,但是现在呢,领导们对公~车的采购已经放宽了标准吧？甚至可以说,我们松江汽车才是第一选择对吧？” „The revival of brand, does not close right up against some advertisements to handle, this point, you can send for Kirilenko that side car factory visiting, how having a look at them to promote Volga car.” “品牌的复兴,不是靠着一些广告就能搞定的,这一点,你可以派人去基里连科那边的汽车厂参观一下,看看他们是如何振兴伏尔加汽车的。” „Can make externally restores the old design, but cannot certainly look like too ugly. Moreover the brand value of Red Flag Brand much is high, but also wants to close right up against the brand added value to increase the car selling price, that indulged in fantasy. Should regard a new brand it, most plays the dozen of mood signs.” “可以在外观上做出一些复古设计,但是一定不能看起来太难看。而且红旗牌的品牌价值才多高,还想靠着品牌附加值增加汽车售价,那就是异想天开了。应该将其当成一个新品牌,最多打打情怀牌。” This time Red Flag Brand it seems like it is not worth a red cent in Feng Yu, gives for nothing Feng Yu, Feng Yu does not want. The brand is high enough, can have the brand added value. 此时的红旗牌在冯宇看来一文不值,白给冯宇,冯宇都不要。品牌知名度足够高,才能拥有品牌附加值。 Brand that your gone down in the world, what brand added value but also discussed? Might as well study study Shanghai car, takes the low price common people route, then gradually improves the scale, even can establish a new middle-grade brand directly. 你一个已经落魄的品牌,还谈什么品牌附加值？不如学学魔都汽车,就走低价平民路线,然后逐步提高档次,甚至可以直接创立一个新的中档品牌。 Feng Yu also reminded finally, certainly cannot make FAW imitate Bing City Machinery, made any concept car, made the high-end car(riage), this they could not play. 冯宇最后又提醒道,一定不能让一汽模仿冰城机械,弄什么概念车,弄高端车,这个他们玩不来。 The technology only then uses to place, can create the value. If with mistakenly the place, that has become the joke. 技术只有用在对的地方,才能创造价值。要是用错了地方,那就成了笑话。 Each Company show must find own road, copies others' experience constantly, can never take own road! 每个企业展都要找到自己的路,一味的照搬别人的经验,永远走不出自己的路！ ...... 8 ……8
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