sent Li Shufu away, Han Hao only gave him a promise of priority under the same conditions, after all, he still had to go through the bidding process and try to reduce the price as much as possible. Pen @ fun @ pavilion wWw. ｂｉｑUｇE。 Although he admits that Li Shufu has done a good job in the motorcycle factory, business is business after all, and the car factory has higher technical requirements, so he must choose the best contractor.

Just to enter the automotive industry, just to create a micro-face, Han Hao has already smashed tens of millions. As for the introduction of technology, the purchase of equipment, the salary of poaching people has not been calculated, compared with the motorcycle industry, the automobile is really a large investment and output industry.

In mid-1995, due to the huge sales pressure, the motorcycle industry has changed from a seller's market to a buyer's market, and the domestic motorcycle giants Jialing, Jianjian, Qingqi, etc. began to reduce prices and promotions, ranging from 10% to 15%. This officially announced that the domestic motorcycle market has entered a melee stage, first by some small manufacturers launched a price war spread to the whole industry, the motorcycle market is still growing rapidly, but motorcycle prices began to gradually fall.

There are also competitors in the scooter market where Huaxia factory monopolizes the majority, such as Taiwan's Guangyang and Sanyang, which directly cooperate with domestic manufacturers and begin to be listed in China by assembling imported parts. Although their price is as high as 14,800, they still put some pressure on the Huaxia scooter. In addition, scooter special horizontal engines and CVT transmissions, which were originally in a certain stage of technological monopoly, have also begun to be imitated by other manufacturers. Similar to the Huaxia Princess series of scooters have begun to be launched on the market, and the big cake of scooters has finally attracted many manufacturers.

Unlike motorcycle giants Jialing and Jianjian, which rely on the introduction of technology to digest and take a certain amount of time, other small manufacturers that are also township private enterprises are more flexible, and they have solved technical problems in more than half a year and began to enter the scooter field on a large scale.

Originally, Huaxia brand scooter was an imitation of the Guangyang Halma series, and now other small manufacturers have imitated the products of Huaxia factory.

In the current context of China's lack of attention to intellectual property protection, Huaxia Factory can only suffer a dumb loss.

For the new competitive products in the market, once they are launched, Huaxia Factory will let people buy them back as soon as possible, and disassemble and analyze the competition of opponents.

Their engines, CVT transmissions, etc. are provided by manufacturers in Yuzhou City, and now the engine melee situation in Yuzhou City continues, but there have been several engine companies in the melee bigger and stronger, they all attach importance to technology research and development, and become the new private enterprise motorcycle leader in Yuzhou. For example, Lifan, Loncin, Zongshen and other enterprises, they took advantage of the unique technological environment in Chongqing to poach technical talents from state-owned giants such as Jialing, Jianshe and Wangjiang, and then matched with a complete range of local parts, and soon became a new motorcycle force.

For example, the scooter engines assembled by those small factories are improved from the original 90CC engines in these factories in Chongqing. Although the performance is backward compared with the engine of Huaxia Factory, the low price still brings great trouble to Huaxia Factory.

The Huaxia Factory Princess series is now priced at 9,800 yuan, and the scooter products of these small factories are only sold for 6,800 yuan, which is nearly one-third cheaper than the Huaxia factory. Chinese customers are a group of people who are easily affected by price, so many potential customers who originally planned to buy Huaxia products have bought scooters from small factories due to price factors. Anyway, the appearance is almost the same, and you won't feel much difference when you drive it for the time being, and you won't know until it's good or not.

Therefore, when the products of these small factories first started to be marketed, the products of Huaxia Factory were affected to a certain extent.

Do you need to reduce the price to meet the challenge?

Since the key parts of the vehicle are self-produced, the scooter Huaxia factory has a huge profit, even if it is reduced to 6800 yuan, it can also ensure sufficient profits.

"Now the whole industry is cutting prices, and if we don't cut them, sales may be affected. In particular, the price of some competing products in the market is lower than ours, and if we reduce the price, it can hit the sales of these small factories and squeeze their living space. In this way, we will continue to consolidate our dominant monopoly position by means of price. ”

Zheng Nam was one of the proponents who agreed to the price cut.

"I don't agree with the price reduction, now our products are still selling well in the market, the entire scooter market capacity is still expanding, even if those small brands come in, it is also eating up the incremental share, and our sales can still be maintained at a certain level. Moreover, if there is a price war, the damage to a brand is huge, and it is difficult to raise it once the price goes down. ”

Jian Bing, the market manager, disagrees with the price reduction, he believes that the price reduction is a seven-wound fist, hurting others and hurting himself.

As a result, the final market strategy was handed over to Han Hao, and he made the final decision.

"According to our estimates, the scooter market capacity this year is at least around 1.2 million units. And our annual production is 450,000 units, according to this target calculation of the domestic scooter market can eat our output. But we can't be passive, we have to attack to get more market share. Therefore, we still have to keep the 9800 yuan range, which is related to our brand image. But in terms of models, I decided to replace it with the newly developed 125CC, which will hold the high-end market of 9800 yuan for us. The 100CC is 8800 yuan, and the 90CC is 7800 yuan, stretching our product line. In this way, we have products in the range of 7800-9800 yuan, the low-end can compete with small factories, and the high-end still maintains our image positioning. ”

In the face of the rapidly changing market situation, Han Hao could not respond with the same market strategy, he decided to lengthen his product distribution and respond to the competition through further segmentation.

At the same time, with the help of Piaggio's designers, the imitation Suzuki GS125 model was further refined, and it was named the Huaxia General series. At this time, the Huaxia motorcycle brand has three series of products: princess, prince and general.

The Huaxia General series straddle men's car is mainly faced with male owners, with the price of 125CC at 10,800 yuan and the price of 100CC at 8,800 yuan. It is based on the Suzuki GS125 model, but with some Chinese elements, such as looking back from the front headlights, which looks like an abstract pattern of armor of an ancient Chinese general, which is inspired by the designer from the Mingguang armor often worn by ancient Chinese generals.

Compared with Suzuki Wang, the Huaxia General series has more cultural heritage, and the vehicle appearance tuning is more in line with the aesthetic requirements of the Chinese. It must look beautiful and attractive for the first time, which is Han Hao's requirement for designers.

In addition to product quality, industrial design is also required. The same thing, with different packaging, can be sold at different prices, which is the role of industrial design. The company that best interprets industrial design is Apple in the United States, and Han Hao can't help but learn its essence.

Although the engine and frame are copied from the Suzuki GS125, the shell of the General series has some more intellectual property rights of its own design.

"Who dares to slash immediately, only I am General Huaxia!"

Advertisements with such a theme began to land on CCTV primetime, taking advantage of the effect of the hit broadcast of "Romance of the Three Kingdoms", under the planning of Cheng Kai, Huaxia Motorcycle invited Guan Yu, Zhang Fei, Zhao Yun, and Lu Bu to play the actors in "Romance of the Three Kingdoms".

When other manufacturers will only repeatedly shout the slogan that their products are good, Huaxia Factory has gone higher and more unique in information dissemination. These invisible propaganda will continue to accumulate in the hearts of consumers, thus forming the overall image of Huaxia Factory.

As soon as the advertisement was broadcast, the Huaxia General series of motorcycles immediately attracted many young people who originally scoffed at the Huaxia brand scooters. They thought that Huaxia Factory would only produce products for women, but they didn't expect to launch such a blockbuster personalized men's motorcycle today.

Seeking novelty and difference, they crave to be noticed by others, like to try new things, and share their experience with those around them.

This is a description of the target group given by Cheng Kai according to the product positioning.

This has also been proven by the fact that the flamboyant appearance of the Huaxia General is in line with the young people who love sports, and the middle-aged people do not like this motorcycle that looks very sporty.

Originally, it was a further market segmentation, and Han Hao never thought of killing customers of all ages. Now with the increasingly fierce competition in the motorcycle market, the market segment can survive and live more profits. For example, in the Huaxia General series, there are many young people who are willing to pay for its avant-garde looks. At a time when other straddle men's cars continue to reduce their prices and play the price card, Huaxia General motorcycles have attracted more attention, and the price has been quickly accepted by the market.

At the beginning of the listing, the Huaxia General series of motorcycles once again led the most popular men's car brand of the year, and the image of Suzuki King was a plus in the eyes of Chinese young people.

Compared with the imported motorcycles of 20,000 yuan, Huaxia Wang is not lagging behind, and the price is half cheaper, how can it not be sought after by young people in the market.

In particular, the Huaxia brand has a sales network covering most of China, and dealers can be found in every county in economically developed areas, and the unified retail price has been implemented nationwide, which makes the Huaxia General series quickly launched and sold more than 20,000 units in the same month.

At this time, Han Hao also realized how useful it was for him to establish a sales network covering most of China, and they quickly digested and distributed the products produced in the factory to all parts of the country like capillaries.

After watching CCTV advertisements, you can find dealers at your doorstep to buy your favorite products, which is a very good virtuous cycle system. Han Hao also wants to thank CCTV, which spent more than 30 million yuan to contract the prime time of a whole year, providing a very high-quality publicity platform for Huaxia Factory.

When Han Hao thanked CCTV in his heart, a film crew came to Hushan to find him.