"Market positioning is to create an impressive image of the company based on the position of its competitors' existing products in the market and the degree of importance consumers paying to a certain characteristic of the product."

"To give a simple example, what do you think of when it comes to elves?"

Zhang Ruiqiang said without hesitation: "Cheap, small."

"Yes, this is the market positioning of the Elf brand. No matter how many cars the Elf launches in the future, these two most intuitive impressions will never change."

The Elf produces small and cheap cars, and the grade is slightly improved, so the Elf brand is no longer needed.

After Feng Yu's explanation, Zhang Ruiqiang also understood. Although he had never read any MBA, he had also studied economics and other things, and these were all clear.

"So, the models of other car companies should be different from yours?"

"It's not necessarily true. For example, Alto also has a market positioning of cheap and small, and it has a very obvious competitive relationship with the Elf. My Fengyu design has also made car model designs for them, right? In terms of automobile industry design, there is no one in China that can compare with Fengyu design, right?"

Feng Yu had too many legal means to exclude domestic competitors, but he was not willing to do so.

"If other car companies want to compete, they must show off the characteristics that make consumers' eyes shine, either price, technology, design, after-sales service, etc. Otherwise, it is better to stagger the positioning."

Zhang Ruiqiang thought about it and faced it head-on. It seems that domestic car companies do not have any advantages. Bingcheng Machinery Manufacturing Group has great advantages in terms of technology, brand, design, after-sales service and even price. It is said that it has done better in cost control.

Then the staggered positioning is to find a market where Bingcheng Machinery Manufacturing Group has no obvious advantages, and other car companies will focus on the main attack. This is a good way.

However, cars, sports cars, SUVs, business, etc., Bingcheng Machinery Manufacturing Group have already dabbled in. Can other car companies only make cars such as small bread?

Seeing Zhang Ruiqiang frowning and suffering, Feng Yu reminded: "Lao Zhang, have you been concerned about the pricing range of our products?"

Pricing range?

Zhang Ruiqiang thought about it and suddenly realized that Feng Yu had always left room for domestic car companies to survive and develop.

For example, the price of the Elf is not more than 50,000 yuan, and the lowest is less than 20,000 yuan. Two of the two or three thousand yuan sell the best, while those with more than 40,000 yuan are sold in average. Then the higher-level one is the Songjiang Guoao low-end version, which is all for more than 100,000 yuan, and the low-end version of the Dongfang Shenlu is also for more than 100,000 yuan.

Then between 50,000 and 100,000 yuan is the living space Feng Yu reserved for other car companies. The same price is not competitive, but it can be sold cheaper, so that you can still make money.

"You mean the price is staggered? No wonder your car prices are always very different, and the styles they launch are not as many as foreign countries. This is leaving room for other domestic car companies to survive."

Feng Yu was still very pleased to see Zhang Ruiqiang understand his painstaking efforts. At the beginning, as far as the current situation of domestic auto companies was concerned, Bingcheng Machinery Manufacturing Group was a joint venture. If it paid to acquire factories of other auto companies, it would soon be able to expand across the country, and other auto companies that topped it had no room for survival.

At that time, joint venture cars could not beat Songjiang in the Chinese market, let alone domestic cars, which were inherently behind in technology.

If Feng Yu really did that, in the domestic passenger car market, Bingcheng Machinery Manufacturing Group will not occupy half of the peak, but will occupy at least 70% to 80%, and can even gradually erode other brands.

"Just understand, I've given up on them very much, otherwise I'd been killed by other car companies long ago. India's Tata Automobile knows that it's the dominant player in India."

"If I ask Bingcheng Machinery Manufacturing Group to do that, then the core domestic automobile companies will only be left. Did we have the technology of commercial vehicles before, and were we also leading in China? If we produce commercial vehicles, do you think we will not make money?"

"We have reduced that part of the business? We are only doing technical research and development now and have given up brand development. This is also giving domestic cars a living space."

"Have you known that other car companies have done market research when developing new products? Have they seriously thought about the advantages of their products? Don't think that the car looks good or not bad, and it will definitely be sold."

"When we produce new cars, we must look great, give people the idea of ​​buying, drive better, and be lovely. And we launch different models according to different requirements of consumers."

"If you want to say whether domestic car companies have something better than we do? Yes, but they have not used it reasonably. For example, did that Woerwo eventually belong to Yangcheng Auto?"

"It is a pension investment fund used to invest in Yangcheng Automobile's industry. Yangcheng Automobile is close to the port, which is more suitable for import and export trade." Zhang Ruiqiang explained.

"These are not important, but you should also understand that Woerwo is famous in Europe, right? The safest family car, this slogan has been called for many years, and has not been challenged by other car companies."

"Safety is Woerwo's biggest selling point. This is very important and we envy. Yangcheng Automobile can pay attention to this overall."

Of course, now that Woerwo has become a Chinese car company, many technical exchanges are definitely much more convenient than before. Bingcheng Machinery Manufacturing Group also has many world-class advanced technologies, so I don’t believe that Yangcheng Auto can resist changing them.

"The positioning of foreign car companies is very clear. For example, Baoma has always taken the mid-to-high-end route and never makes any economical cars. There are also Benchi and those sports car brands. Their products are just the same, expensive!"

"Does their products must be several times better than our cars? No, but their sales are still very good because they have become synonymous with high-end cars in people's minds, which will keep their profits very high, and at the same time, there is more funds to invest in R&D and maintain technology leadership."

"This is too detailed, so I won't say it. The management of those car companies should be able to understand how to do it. I have never planned to monopolize any industries in China. For all the products, I have left room for domestic brands to survive."

"Whether they can survive depends on their vision, mind, etc., not on my exclusion. The company must be a win-win situation, and there is no such thing as pity."

"The greatest sorrow of an enterprise is that it has a manager who has power, loves to manage affairs, and does not know much about it at all. If it really doesn't work, let the managers of state-owned enterprises study at our Taihua Business School for a while. Not only are there experts and professors from home and abroad, but also entrepreneurs like Zong Qingxian and Liu Chuanzhi taught, so I will not regret it when I come."

After Feng Yu left, Zhang Ruiqiang thought for a long time, why did he feel that if the state-owned enterprise entrepreneurs went to Feng Yu's school to study, he would always feel like he would give Feng Yu a student?
Chapter completed!