Automotive Black Technology Chapter 493: : Date of sale (please subscribe!)
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When facing competition, companies generally choose one of cost leadership, differentiation or concentration as their main strategy to deal with competition.
Facing Volkswagen, a brand that now seems very likely to develop and seize its own market share, they directly launched their layout while Hongguang was not offline yet.
What is adopted is the cost leadership strategy.
Cost leadership means reducing the costs of all operating links so that you can have a greater advantage over your competitors in terms of profits and product selling prices.
In terms of operations, it means eliminating unnecessary positions in the company, reducing the labor that can be reduced, and saving the expenses that can be saved. And when it comes to the production process, it means further cost reduction of the product, that is, simplified configuration.
As a result, several of its micro-faceted models have undergone production adjustments. And before Hongguang went on the market, it cut prices on existing products.
The price of Daewoo Ober has been reduced from the original price of 65,000 to 72,000 yuan to 59,000 to 66,000 yuan. The price of Daewoo Tongtu has been reduced from the original price of 69,000 to 75,000 yuan to 62,000 to 70,000 yuan.
The prices of Chengjing and Touli models have also been reduced by 4,000 to 5,000 yuan, from the initial 68,000 and 82,000 yuan to 60,000 to 70,000 yuan.
The four micro-facet models after the price reduction have formed a micro-facet lineup ranging from 40,000 to 70,000 yuan, trying to surround Hongguang by relying on its advantages in selling price and number of models.
It was under such undercurrents that Hongguang passed the review of the Ministry of Industry and Information Technology. In Huaicheng and Dongxiang, two larger factories completed commissioning production and entered the mass production stage.
The first batch of Hongguang produced was delivered to Volkswagen 4S stores across the country as soon as possible, becoming the only model on sale in the store.
Although compared with other brands, which often have seven or eight models in one car series, the product scale of Volkswagen 4S stores is slightly thin, this has not affected the sales enthusiasm of dealers.
Why?
Because as one of the first Volkswagen dealers to join, the manufacturer’s policy is really good;
No joining fee!
The decoration requirements are simple and the initial investment is small!
Shipments will be made entirely in accordance with the replenishment orders reported by the dealers themselves, and no inventory will be forced!
In addition to having higher requirements than other manufacturers in terms of service attitude and sales and post-sales, they are simply not too humane.
The manufacturer’s advertisements for Hongguang are also very aggressive;
Carousel broadcasts during prime time and between important events on CTV’s five sports channels, title pages of each portal website, and push notifications from Tencent’s two communication software with large user bases have promoted the Hongguang model in a short period of time.
On the last day of August, Hongguang officially goes on sale!
Netizens who were already hungry and thirsty immediately rushed to the local Volkswagen 4S store. Because the investment time is short, and the Zhengxin Volkswagen brand has only been established for a long time, and it only has one model, many people even go to other places to buy it.
For a time, the sales scene was really hot.
Liuzhou, a small town with a population of only 250,000 and an urban population of less than 150,000
It’s a bit reluctant to call it a fourth-tier city.
It was past noon, but the Dazhong 4S store located on the edge of Liuzhou City was still crowded.
The flower baskets and firecrackers at the door indicate that this 4S store has just opened today.
But there are too many customers!
The flowers on the flower basket have almost been torn out of their petals, and the floor of the shop, which was cleaned spotlessly in the morning, is also covered with debris from firecrackers - all brought in by customers from outside.
Boss Xu Guihua has been opening at 8 o'clock in the morning until now. She is so busy that she can't even drink a sip of water - there are too many customers, not only customers from this city, but some even come here from neighboring cities and counties.
There are not enough salespeople, so she, the boss, has gone to sales in person.
Xu Guihua never dreamed that she could sell so much money on the first day of opening!
Before she divorced her ex-husband, her family was engaged in car sales, and at that time they were selling cars for the Honda brand.
Some time ago, I saw that Volkswagen was recruiting dealers across the country. After Xu Guihua got divorced, she was assigned to a large commercial office in the suburbs and some of her family property. Originally, these conditions were not enough to open a 4S store. But because of Volkswagen's preferential policies, she saw the business opportunity and jumped in ruthlessly.
Now it seems that this bet was the right one!
On the first day of opening today, in just over six hours, sales have already reached two million. According to Zhengxin’s 10% profit margin for each car sold, we would have earned 300,000 yuan this morning!
Feeling that her throat was dry and burning, she finally took a sip of water after sending a customer to the checkout counter to complete the car purchase procedure.
At this juncture, a sales girl rushed to her side and shouted: "Sister Xu! It's not good, it's not good!"
"What's wrong?!" Xu Guihua hadn't swallowed a sip of water yet, and she didn't care that her face was red from being choked, so she asked quickly.
Today is the first day of opening, so be sure not to cause any trouble!
But the "something bad" said by the sales girl does not mean that something went wrong in the store. In fact, even though we are so busy now and we are faced with customers who look like they are holding silk in their mouths, the sales staff still have smiles on their slightly tired faces.
Customers who walk out from here, whether they buy a car or not, leave with satisfaction.
But it is obviously something very urgent that can make a girl anxious: "There are not enough cars!"
Xu Guihua's eyes widened: "How could it be! I have prepared sixty vehicles..." At this point, she slapped her head! Then he stamped his feet in annoyance.
Just now the salesperson at the front desk came over to report to her, happily saying that sales had reached 2 million.
Isn’t this considered forty units?
Just now, five or six more units were sold, and by the afternoon there won’t be enough to sell!
When initially stocking up, Xu Guihua thought that Hongguang only had one powered version with three different configurations, and 20 units of one model would be enough to sell during the opening period. But I didn't expect it. It would be sold out in less than a day!
There is no time to worry about her. Liuzhou is more than 600 kilometers away from the nearest Volkswagen Hongguang production plant in Huaicheng. Even if it is shipped now, it will not be delivered until tomorrow afternoon.
Without any time to think, she hurried to the front desk and shouted to the salesperson: "Hurry! Hurry up and ask for goods from the manufacturer!"
"Received, Sister Xu! How much do you need to make up this time?"
"Fifty for each model...No! One hundred!"
……
Qiong County, a famous poor county in Ho Nan Province.
But in the local Volkswagen 4S store, I don’t feel at all that this is a place where the average annual household income is less than 20,000.
Similar to Xu Guihua, Xu Guangkun, the owner of the Volkswagen 4S store in Qiong County, is still too busy to make money.
Qiong County’s economy is underdeveloped, so land is cheap.
Take Xu Guangkun's store as an example. The rent for a street-facing store of more than 900 square meters is less than 300,000 yuan a year.
Now, the nearly 1,000-square-meter store is packed with people. Xu Guangkun felt that this store was too small for rent.
If I had known that I would be able to earn back the rent on the first day of opening, I would have chosen the one with an area of 2,000 square meters in the west!
One thing that is better than Xu Guihua is that Xu Guangkun has confidence in the public, or in Zhengxin. So when we started stocking up, we stocked 100 units of each model! There are so many cars that even the parking lot behind the 4S store is full!
Xu Guangkun knows how awesome Zhengxin is.
Before, he had sold models owned by Zhengxin. But that was when he was the manager of Guangqi Zhengxin 4S store.
This time I learned that Zhengxin has established a new brand and is recruiting investments nationwide. Xu Guangkun, who had worked for ten years, resigned immediately, took out his savings, and pooled some money with relatives and friends before returning to his hometown and opening his own 4S store.
Unlike other dealers, he is not just optimistic about the Hongguang model, he has more confidence in Zhengxin.
"Uncle Guangkun, you are so awesome! I was thinking about preparing so many goods before, but there must be much more! Looking at the situation now, we will have to replenish the goods in two days of sales!"
This is Xu Xin, the youngest of Xu Guangkun's second brother's family. After graduating from high school, he has been working outside. This time he started doing business, so Xu Guangkun got this boy to work as a salesperson in the store.
My nephew has to help, right?
Seeing the sweat on his nephew's face and the joyful giggle on his face, Xu Guangkun reached out and patted the back of his head, "Silly boy! Will I be able to buy it for two more days to replenish it? It depends on the situation. It will be enough to sell today. Wait until today." The sales volume will be calculated later. Otherwise, the car will have to be on the road for two days, which will delay things! ”
"Hey! Is there anyone who can take me to see the car!"
While the two men were smiling at each other, another customer started shouting anxiously.
Xu Guangkun patted his nephew on the shoulder and said, "Go on, maknae, work hard, and you will be able to marry a wife by the end of the year!"
When Xu Xin heard about marrying a wife, his face turned red, "I'm not in a hurry to marry a wife!"
But if you say no, your body is indeed honest. The extremely eager and rushing steps have betrayed him deeply...