"The fact that China's auto market is as vast as the Pacific Ocean is that all the car companies in the world can come together and live well in each place is really the biggest strange thing I've ever seen in the industry. ”

A senior executive of a multinational auto company who has just been transferred from Europe to China as president said publicly at a meeting shortly after taking office. He looked at the market research report in his hand and found that the sales of all car companies were growing, and there were no losers in the market.

Whether it is North America or Europe, China's auto market has shown a different development path, and it seems that applying foreign experience in China is somewhat unworkable.

The Capital Auto Show ignited the buying enthusiasm of Chinese consumers, and in 2006 the May Day Golden Week, the major car companies have reaped fruitful answers, and the outside of the factory was full of pallet cars waiting to pick up the goods, and people flocked to the 4S store to ask for a car, which made everyone more full of expectations for the Chinese market.

The overproduction of automobiles, which was originally feared, was completely digested by the sudden burst of demand, and the Chinese gradually entered the acceleration mode on the road to the automobile society.

Imported cars dominate the high-end market, joint venture cars occupy the mid-to-high-end market, and domestic cars forage in the low-end market.

The joint venture automobile company firmly held the price range of 150,000 yuan based on the principle of profit first, and had to watch Zhonghua Group turn over the clouds in the low-end market below 150,000 yuan, and the sales volume continued to achieve incredible growth.

A market where there is no loser is destined to be a market that has not yet fully competed, and everyone is frantically devouring market dividends, waiting for the day when overcapacity will come, and the moment of life and death will start bayonet fighting.

Therefore, while enjoying the dividends, it is necessary to seize the opportunity to expand armaments and warfare, enhance oneself and enhance one's strength. In the future, when you compete like a battle royale, as long as you are bigger and stronger than other car companies and run faster, you will survive.

On May Day, Zhonghua Group launched two heavyweight products almost without warning, which once again attracted the attention of the domestic automobile industry.

First of all, the Chinese brand launched a new MPV secretly developed - Zhonghua "Xia"!

The car still adopts the "ripple of water drops" family-style front face, the wide shield grille is connected to the headlight clusters on both sides, and the V-shaped chrome trim extends to the headlights, the overall appearance is very exquisite.

The Zhonghua "Xia" is large enough to rival the Honda Odyssey, offering 5 and 7-seat versions, and the overall style is more inclined to the sedan, in order to reduce costs, it does not use more convenient side sliding doors, but adopts the swing door design of the sedan.

The most eye-catching thing is that the new car is equipped with LED daytime running lights, which is the first new design of a domestic model.

You must know that LED daytime running lights were first used in 2004 on the Audi A8, a million-level luxury car, which gradually triggered a fashion wave in Europe and even the world.

According to statistics from European and American vehicle regulators, cars with their lights on during the day are easier to spot than vehicles that are not, resulting in a 15% increase in safety. Based on this theory, Audi was the first to introduce the concept of daytime running lights and use it in its flagship model.

Zhao Chunlei, the chief designer of the Chinese brand, visited the auto show in Europe all the year round to exchange and study, and felt cool when he saw the LED daytime running lights on the Audi A8 for the first time, and decided to apply it to the independent MPV "Xia".

LED bulb technology is more advanced, but the cost is not as high as imagined, especially in the world factory China can find suitable suppliers to supply, completely breaking the threshold of mass production.

Originally, LED daytime running lights were only equipped on the million-level flagship models of very few brands, but they did not expect to be mixed up by the Zhonghua Group and directly used on the 100,000 yuan model, and instantly walked off the altar and flew into the homes of ordinary people.

Compared with sedans, which belong to the mainstream, SUVs are rising upstarts, and MPV models have been unpopular in the domestic market. The lowest end of the manned MPV is occupied by Huaxia Hongguang with less than 80,000 yuan, while the mid-range with more than 200,000 yuan is dominated by Honda Odyssey and GM GL8, forming a spatial entry point below the 200,000 market.

This Chinese "summer" is aimed at the domestic MPV market of 10-150,000, and the strategic layout is carried out in advance in order to occupy the blank spot in the market. The Pangu 1.8L engine plus MT and CVT transmission are used in the whole car to ensure that the vehicle will not make mistakes in stability.

The price of Zhonghua "Xia" continues to maintain a people-friendly cost-effective strategy, with a total of 6 models from 98,800 to 136,800 yuan on the market, adding a new force to the Chinese brand.

Han Hao knew that the MPV market capacity was effective, so he set a target of 20,000 annual sales for Zhonghua "Xia", which was only a strategic defense product, and did not require it to be able to sell well. However, the market replied to him with a positive reaction, and in just half a month, China "Summer" achieved effective sales of 3,000 vehicles, and the market is still bullish all the way.

The preliminary research is that many consumers need more seats for the family to travel, the Chinese sedan and SUV are not enough for the 5-seat version, the Hongguang MPV is a tool car is not high-grade, the Odyssey and GL8 are too expensive, just the emergence of the Chinese "summer" to fill the demand gap.

Unlike Odyssey and GL8, which focus on business, the Chinese "Summer" has won a good start in the home market. However, the capacity of the MPV market is limited after all, and the "Xia" cannot match the surprise brought by the SUV "Tang" in any case, and the SUV market is born with new magic.

At the same time as the Zhonghua brand announced the new MPV, the Huaxia brand also announced its own new model, a so-called poor version of the "Tang" - SUV Huaxia "Tianshu" was officially released. "Tianshu" represents a new breakthrough for the Huaxia brand to enter the SUV field, and unlike the previous mini cars named after the word "light", such as "Huaxia Hongguang", the SUV series has opened the career of the "Tian" character. In the future, Huaxia SUVs will start with the word "Tian" and form their own naming system, which is different from the dynasty series of Chinese brands.

Huaxia "Tianshu" is a product transplanted from the "Tang" platform, with the internal code name 530 project, also known as the Huaxia 530 model.

The whole vehicle adopts the family-style front face of the "Beacon Great Wall", which makes people know at a glance that it is the work of the Huaxia brand. Compared with the rounded "Tang", the two sides are similar in size, but the external lines of the "Tianshu" tend to be masculine and focus on hard-core SUVs. The body line adopts a "parallel dynamic" design, and a horizontal waistline running through the whole car is parallel to the ground level, which looks smooth and calm from a distance.

In terms of product positioning, the "Tianshu" codenamed 530 was required to be lower than the "Tang", priced in the range of 7-100,000 yuan, and focused on economic SUVs. The Huaxia brand has always been regarded as a representative of tool cars, and its strength is that it is cheap and beautiful, and it is suitable for the vast urban and rural areas and rural areas. Chinese brands, on the other hand, focus on urban positioning, hoping to provide urban consumers with a decent and comfortable travel tool.

The pre-sale price determines the cost of the whole vehicle, and the materials used in Huaxia 530 are lower than those of "Tang", and the interior design is too particular about cost control and is not as delicate and elegant as the other party. In terms of powertrain, it is equipped with a 1.6L engine, a manual transmission, and a low-end CVT transmission, which is obviously inferior to the "Tang". However, the 1.6-liter engine has been specially tuned to perform well in the low-torque area, at least on rural roads. After getting on the high speed, you can feel that the 1.6L engine is not enough, and there is a feeling that the old cow is pulling a big car. According to the survey, such problems will not prevent urban and rural consumers from buying.

Therefore, the comparison between "Tianshu" and "Tang" is like a rough and simple rural young man, and the other is a well-informed urban young man, and there is an obvious difference in positioning.

It is unrealistic to talk about the configuration without the price, and the price of Huaxia 530, that is, "Tianshu", has made many consumers satisfied.

The price of 69,800-98,800 covers 4 models from manual MT to automatic transmission CVT, even if it is the lowest grade of 69,800 "economy" equipped with two airbags and ESP, ABS safety configuration, at least it can be used normally. Of course, this low-end model is not produced much, and the main product is still 84,800 "luxury", equipped with power windows, leather seats, automatic air conditioning, radar, sunroof and other comfortable configurations. If you want to enjoy the automatic transmission, you have to add more than 10,000 yuan, and the top "premium type" with CVT transmission is another main volume model, with more navigation and reversing image functions.

Another enviable feature of the two flagship models is that they are equipped with distinctive LED daytime running lights, which are a high-end feature that distinguishes them from the lower specs.

The sense of grade improved by the daytime running lights has been unanimously recognized by the designers, and after the Chinese "summer" is matched, the Chinese "Tianshu" is also used.

Unlike the Chinese "Xia", the Huaxia 530 "Tianshu" was recognized as the next hot model in the market when it was unveiled internally.

The SUV market continues to be hot, and people's acceptance of SUVs is getting higher and higher, and "Tianshu" will set off a new whirlwind in the vast urban and rural markets.

Since Han Hao announced that the Huaxia brand will set foot in the field of sedans and SUVs, they have cooperated with the main engine factory to start upgrading the dealership stores and moving towards the scale standard of 4S stores.

The 4S store renovation is not less than 5 million capital investment, although Zhonghua Group promises to share 30% of the cost, but this money will be subsidized in the form of rebates after the subsequent models are purchased, so this money needs dealers to find their own ways to raise funds.

It is difficult to rely on the Huaxia brand to make a lot of money dealers, they are optimistic about the development prospects of the Huaxia brand, take out their family funds, ask friends to borrow or borrow from the Zhonghua Group Financial Company, and immediately start the construction of a new 4S store.

Compared with the sale of cars, the profits brought by financial services are one of the sources of the automobile industry chain, and the interest provided by Zhonghua Group Auto Finance Company is slightly lower than that of banks, and the mortgage is convenient and can also rely on credit loans, which makes many 4S shop owners inclined to borrow from the company. Zhonghua Group controls the sales data of each dealer internally, and has a clear understanding of its experience status, which naturally saves the cost of research and audit, and achieves a win-win attitude.

Auto insurance is another big gold mine, and at the suggestion of financial officer Yoon Kyung-hoon, Han Hao is preparing to apply for an insurance license to build a financial company into a new financial giant and enter the field of auto insurance.

In view of the situation that traffic accidents cause many contradictions and disputes, the state has introduced compulsory traffic insurance settings from abroad, and it is mandatory for car owners to pay compulsory traffic insurance before they are allowed to drive on the road. After July 1, 2007 in the coming year, it will be officially promoted nationwide, and according to the calculation that China's car ownership is close to 40 million, this is a large market of tens of billions. If you add in car property insurance, it will be a big gold mine of hundreds of billions.

According to Yin Qingxun's plan, in the future, Zhonghua Group needs to obtain the qualification of a full financial license, collect seven golden signboards of banking, securities, futures, insurance, funds, trust and leasing, and complete the desire to collect seven dragon balls jokingly called by industry insiders, and form a new giant enterprise.

As the largest private enterprise in China, once there are seven dragon balls to protect it, the future status is naturally as stable as Mount Tai.

"Use finance to develop industry, and then rely on industry to develop finance, forming a new pattern of two-legged walking!"

This is the bright prospect that Yin Qingxun and Kim Yangyong looked forward to when they were together, and now it is finally expected to be realized under the leadership of Han Hao, and the Zhonghua Group is once again on the beat of take-off. ()

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