EG :: Volume #5

#439: How the car(riage) must sell

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The Song River sign passenger vehicle has researched and developed three vehicle types, six models of car(riage)s, separately obviously country mysterious, Red Star and cross country, and start to try the mass production. Naturally, from the beginning the output does not dare to enhance, the branch factory that two complete first, all vehicle types about in the same place, the monthly output are also less than 1000. 松江牌轿车已经研发出三种车型,六款车,分别明明国奥、红星和越野,并开始尝试量产。当然,一开始产量不敢提高,两个先建成的分厂,所有车型合在一起,月产量也不到1000台。 Domestic several large-scale car makes Company, starts to know that Bing City Machinery Corporation starts the car manufacturing project, especially develops the sedan car with emphasis time, thought that this is a joke. 国内几家大型汽车制造企业,开始知道冰城机械公司上马汽车制造项目,尤其重点开发小轿车的时候,都觉得这是一个笑话。 Your makes the tractor and motorcycle, can make the good sedan car? 你一个造拖拉机和摩托车的,也能制造出好的小轿车？ Must say that motorcycle and tractor, your Bing City Machinery Corporation, possibly is the present domestic apex, from the sales volume from the product quality, Bing City Machinery Corporation, has into the domestic first possibility. 要说摩托车和拖拉机,你冰城机械公司,可能是现在国内顶尖的,无论是从销量还是从产品质量上来看,冰城机械公司,都有成为国内第一的可能。 But passenger vehicle? Let alone domestic car market just emerged, even if were already fiery/popular, had our these many old brand , did the wheel obtain your Song River sign passenger vehicle fire? 但轿车方面？别说国内轿车市场刚刚兴起,就算是已经火爆了,有我们这么多老牌子在呢,轮得到你松江牌轿车火起来吗？ We are use German, US and Japan vanguard technology, imports their production lines, their experts instruct. Does the Song River sign passenger vehicle, what have? 我们都是采用德国、米国和岛国的先进技术,进口他们的生产线,还有他们的专家进行指导。松江牌轿车呢,有什么啊？ What? Did they ask Soviet Union car to make the expert? 什么？他们请了苏联的汽车制造专家？ Quick do not tease, what good car(riage) does Soviet Union have? The Soviet Union car(riage), the noise is big, the design is obsolete, sits not to be uncomfortable. Recently for these years, China did not import the Soviet Union passenger vehicle. It is not right, before is, Soviet Union. 快别逗了,苏联有什么好车吗？苏联的车,噪音大,款式老旧,坐起来也不舒服。最近这几年,华夏都不进口苏联的轿车了。哦,不对,是前苏联。 In this most waits to look at joke, is Ji Sheng the FAW. 这里面最等着看笑话的,就是吉省的一汽。 Bing City Machinery Corporation, has poached many people from their, many can be called is the backbone technical personnel. He still remembers to the present that at that time Bing City Machinery Corporation, drew the banner to look for the scene of person in their factory entrance! 冰城机械公司,从他们那挖走了不少人,好多都可以称得上是技术骨干。他到现在还记得,那时候冰城机械公司,在他们厂门口拉横幅找人的场景！ He is waiting for Bing City Machinery Corporation car to be abegging, then has to the scene that the car manufacturing works sell out. When the time comes he happen to can purchase 1-2 factories, expands the capacity of FAW, um, meanwhile must poach the Bing City Machinery Corporation people, not only the technician and master mechanic, the ordinary worker also wants, making their nobody available! 他在等着冰城机械公司的汽车无人问津,然后不得不将汽车制造工厂卖掉的场景。到时候他正好可以收购一两家工厂,扩大一汽的产能,嗯,同时还要将冰城机械公司的人都挖走,不只是技术员和熟练工,普通工人也要,让他们无人可用！ ...... …… Everybody looks at fades Song River sign car the time, Feng Yu, Fu Guangzheng and the others are self-confident. They tried to harness six models of car(riage)s, the price from the most low-grade retail price 120,000, to the upscaleest retail price 500,000 had, moreover one was the diesel oil all-terrain vehicle, in this market did not have internally. 大家都看衰松江牌汽车的时候,冯宇、付光正等人却自信满满。他们试驾了六款车,价格从最低档零售价120000的,到最高档零售价500000的都有,而且还有一款是柴油越野车,这在国内市场上是没有的。 But how to propagandize, became has actually covered the difficult problem on everybody head. 但如何宣传,却成了罩在大家脑袋上的难题。 The meaning of Fu Guangzheng, in the major media delivery advertisements, must have the Yang Tai advertisement especially, but must ask the star to represent, should better hold an auto show, the scene can make many makes greatly in a big way, the most important point , to promote the brand. 付光正的意思,是在各大媒体投放广告,尤其要有央台的广告,还要请明星代言,最好在办一个车展,场面能弄多大就弄多大,最重要的一点,就是提升品牌知名度。 Now in the person of people, Song River sign, but also stays in the impression of motorcycle , to promote the sedan car rashly, everybody does not dare to sell. After all has the import car and domestic-made joint capital car(riage), these qualities and post-sale have the safeguard, we may anything not have. 现在国人的人之中,松江牌,还停留在摩托车的印象中,贸然推出小轿车,大家不会敢卖。毕竟有进口车和国产合资车,这些质量和售后都有保障,咱们可什么都没有。 Feng Yu makes the person calculate, if establishes a complete post-sale service maintenance point in various provincial capitals, unexpectedly must spend over a hundred million Yuan! Only if he can make that is the same with the 4 S shop of previous generation, through being higher than the charge of current price on market, can guarantee to make money, otherwise must certainly lose money. 冯宇让人计算一下,要是在各省会都建立一个完整的售后服务维修点,居然要花上亿元！除非他能弄得跟前世的4S店一样,通过高出市场价的收费,才能保证赚钱,否则肯定要亏本。 But if no post-sale maintenance point, you will not include the post-sale feeling to others, reduces desire that the customer purchases ~ looks. 但如果没有售后维修点,就会给别人一种你不包售后的感觉,降低顾客购买的欲~望。 Again a little, the car price was too high, these motorcycle business agents, simply do not have the strength, agency factor car, even if a vehicle type only enters two, wants 2 million, but does a shop, how possibly only enter these trolleys? Shop front, seller and other costs, them are very difficult to bear. 再有一点,汽车的价格太高了,那些摩托车代理商,根本没有实力,代理销售汽车,哪怕一款车型只进两台,也要2000000,但一家店,怎么可能只进这几台车？还有店面、销售员等成本在,他们很难负担的起。 These issues, before Feng Yu, has considered, his opinion, is the initial proxy, can provide the car(riage) first to the business agent, the business agent only pays 1 million deposit then. But sale time, the payment for goods must infiltrate the Taihua Trading Corporation account, then Taihua Trading Corporation, ties the funds with these business agents again, this is also the sales model that the later generation many 4 S shops generally use. 这些问题,冯宇之前都考虑过,他的意见,是最初的代理,可以先提供车给代理商,代理商只缴纳1000000的押金即可。但销售的时候,货款要打入泰华贸易公司的账户,然后泰华贸易公司,再跟这些代理商结款,这也是后世很多4S店普遍采用的销售模式。 Each shop, Bing City Machinery Corporation can send servicemen, shop please two, temporarily should be sufficient again. The sedan car of Song River sign, compares anti- makes. 每家店,冰城机械公司可以派驻一位维修人员,店里自己再请两名,暂时应该够用了。松江牌的小轿车,还是比较抗造的。 As the matter stands, has formed the embryonic form of previous generation 4 S shop, the shortcoming has no way to re-steam the fund fast, will make the machinery Corporation pressure very big. Once the dull sale, may cause the funding chain break, is serious, that can only the brave soldier break the wrist, suspended production the car factory completely. 这样一来,就形成了前世4S店的雏形,缺点是没法快速回笼资金,会让机械公司的压力非常大。一旦销售不畅,就有可能引起资金链断裂,再严重一点,那就只能壮士断腕,将汽车厂全部停产了。 Good that but if sells, this can a quicker formation sell internet/network, quicker enhances the sales volume, moreover truly establishes the sales shop to want relaxed many compared with them. 但如果销售的好,这样可以更快的形成销售网络,更快的提高销量,而且也确实比他们自己建立销售门店要轻松的多。 Li Mingde to this on some oppositions, you looked that FAW and SAW their these car make Company, is not makes the shop, oneself sell. You detain the car(riage) to others, what to do if others did run? 1 million deposit, you actually give the opposite party production cost to want 2 million several car(riage)s, this inside risk big? 李明德对这个就有些反对,你看一汽、二汽他们这些汽车制造企业,不都是自己弄门店,自己销售么。你把车押给别人,万一别人跑了怎么办？1000000押金,你却给对方制造成本都要2000000的十几辆车,这里面风险有多大？ Initially Li Mingde opposed Feng Yu tray shop was so big, the home simply did not have that big market, did you make such big layout to do? 当初李明德就反对冯宇盘子铺的这么大,国内根本没有那么大的市场,你弄这么大的布局干什么？ Although now only then two branch factories start to go into production, but other branch factories not also in fast construction? At the beginning of next year, will start to go into production gradually, what to do at the appointed time isn't the waiting for a train sales volume good? 虽然现在只有两个分厂开始投产,但其他分厂不也在快速建设中吗？明年初,也将逐步开始投产,到时候车销量不好怎么办？ Feng Yu smiled, he also has the second market arrangements, that is the seller sells the pattern. 冯宇笑了笑,他还有第二种销售办法,那就是销售员推销模式。 Like the US, visits to sell is one type now very universal sales model, a good seller, one year of income, can be as good as a Company management. But they sell the product, even does not need on -hand merchandise, they will bring back to the factory to look at the product the customer, thus makes the customer decide whether purchases. 就像米国,上门推销是一种现在很普遍的销售模式,一个好的销售员,一年的收入,抵得上一个企业高管。而他们卖产品,甚至不需要现货,他们会将客户带回工厂看产品,从而让客户决定是否购买。 Naturally does not make them go to the ordinary families to sell, but makes them go to the institution unit to sell. 当然不是让他们去普通人家里推销,而是让他们去机关单位推销。 This means said that Fu Guangzheng and Li Mingde approved. Finally Feng Yu decides, employs two methods to achieve one goal, at the same time also gives these motorcycle business agents to continue to act car, fire motor weapon Corporation sales workers, go to various institution units to sell. 这个办法一说出来,付光正和李明德都非常赞同。最终冯宇决定,双管齐下,一边还将汽车交给那些摩托车的代理商继续代理,一边发动机械公司的销售人员,去各机关单位推销。 One year that if the Feng Yu memory right, the China service car will rise suddenly next year, probably even/including Fu ~ place ~ level official/manager, was joined to the private car. Some areas, have the private car including section chiefs! 冯宇记忆力要是没错的话,明年正是华夏公务车暴涨的一年,好像连副~处~级干部,都配上专车了。一些地区,更是连科长都有专车！ The reason that creates this point has, for example this five-year plan, attracting investments became the examination key point, relates to promotion of leadership official/manager \; For example the violent of domestic car output increases, or the violent of joint capital car(riage) output increases, causing the vehicle rental fee to further drop, but the financial revenue increased, more and more officials, thought that should buy for them is joined to the car(riage), improves the treatment wait / etc.. 造成这一点的原因有很多,比如这个五年计划,招商引资成为了考查重点,关系到领导干部的升迁\;比如国产车产量的暴增,或者说合资车产量的暴增,导致车价进一步下降,而财政收入则增加了,越来越多的官员,也觉得应该买给他们配上车,提高待遇等等。 This is Song River sign car, stokes up the fame the good opportunity. It can be said that these six models of car(riage)s, is Feng Yu personally participates in the design, he provides the creativity, Liu Maike they designs specifically. 这可是松江牌汽车,打响名气的好机会。可以说这六款车,都是冯宇亲自参与设计的,他提供创意,刘迈克他们具体设计。 Three types of car(riage)s separately are the traditional sedan car( country mysterious), SUV( cross country) and business automobile( Red Star). 三种车分别是传统的小轿车（国奥）,SUV（越野）和商务车（红星）。 The goal match of sedan car is Santana, the SUV goal match is Cherokee and jeep, the goal of business automobile, then runs quickly with Audi! 小轿车的目标对手是桑塔纳,SUV的目标对手是切诺基和吉普,商务车的目标,则是奔驰和奥迪！ In order to sell, Feng Yu with Fu Guangzheng, starts to look to relate the good official, starts the public relations Government institution, needed to sell to leadership the car(riage) first, following person choice, will consider the Song River sign! 为了销售,冯宇跟付光正,也开始找关系好的官员,开始公关政~府机关,务求将车先卖给领导,下面的人选择的时候,才会考虑松江牌！ The first station, Feng Yu choice is Yang Tai! 第一站,冯宇选择的就是央台！
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