"Huaxia agricultural vehicles, a new partner to get rich!"

The new TV commercial was broadcast in the weather forecast column after the CCTV news broadcast, announcing to the people of the whole country that Huaxia Motorcycle has another family member. Pen "Fun" Pavilion www.biquge.info

As a favorite program of farmers who rely on the sky to eat, the weather forecast belongs to the communication period with a wide audience, and the instantaneous ratings even exceed the news broadcast. Relying on the huge financial resources of Zhonghua Group, the agricultural vehicle made its first appearance in the prime advertising time of CCTV. Usually agricultural vehicles are advertised on the agricultural channel, but now they have suddenly appeared in the hall of elegance.

Every year, Zhonghua Group will put a huge amount of advertising money on CCTV, and its different products can be changed at any time during the fixed advertising period. The location that originally belonged to the light passenger Huaxia scenery in the advertising period is now replaced by Huaxia agricultural vehicles.

The agricultural vehicle market has the saying that those who win the Central Plains win the world, because the current sales are mainly concentrated in the Central Plains, especially Qilu, northern Hebei, and southern Hebei, and then radiate to the three northeastern provinces.

Due to the advanced technology of Huaxia agricultural vehicles, the same price of other manufacturers' vehicles can only pull 0.5 tons, while it can reach 0.8 tons.

Thanks to the full market research in the early stage, Huaxia agricultural vehicles have added a lot of automatic configurations that are convenient for drivers to control, which are completely superior to the original big and coarse on the market in terms of details, and quickly opened up sales channels in non-Central Plains areas.

However, in the Central Plains, especially in Qilu Province, Huaxia agricultural vehicles have encountered strong sniping from other brands.

"Uncle, are you going to buy a farm vehicle? I have a better recommendation, 2,000 yuan cheaper than this store, and you can also participate in the promotional gift package activity with a deposit of 100 yuan to 1,000 yuan." ”

In view of the situation that the distribution of agricultural vehicles in Huaxia passes through Huaxia motorcycle dealerships, the agricultural vehicle enterprise alliance in Qilu Province has carried out special interception activities. At the entrance of the Huaxia dealership, they distributed leaflets, pulled banners, set up tables for publicity, and even took the initiative to talk to customers who came out of the store after seeing agricultural vehicles in the store.

Huaxia motorcycle dealers have always been two-wheeled motorcycles, and now three-wheeled agricultural vehicles are newly launched, and although the profits of single bikes are high, they do not have much incentive to promote. If it weren't for the forced ordering of two-wheeled motorcycles by Huaxia Motorcycle to tie in the sale of three-wheeled agricultural vehicles, many dealers would not have bought and sold them.

Therefore, despite being closely contested by other companies, these dealers did not have enough motivation to fight back, resulting in the delay in opening up the situation of Huaxia agricultural vehicles in the Central Plains.

In a month, the Central Plains, which is a key market for agricultural vehicles, sold less than 3,000 agricultural vehicles in Huaxia. It is not as good as the Jiangnan and Southwest regions, and the sales volume of agricultural vehicles in Huaxia is more than 3,000 units.

In the preliminary market research report, the monthly sales of Huaxia agricultural vehicles in the Central Plains should start at least 10,000 units, and now only less than one-third of the target has been completed.

This greatly surprised Han Hao, before the listing he compared Huaxia agricultural vehicles with mainstream products on the market, whether it was price or performance, the Huaxia brand was slightly better.

Unexpectedly, Huaxia's new products, which have always focused on cost performance, encountered Waterloo this time. If the agricultural vehicle market continues to be like this, then Huaxia agricultural vehicles want to become the first in the industry is a utopia.

Since entering this market with low technology content, according to the strength of Huaxia Motorcycle, of course, it is striving to be the market leader.

The Shifeng farm car has been on the throne for too long, and it's time to change places and blow the wind.

At this time, the information collected in Qilu Province was passed on to Han Hao's desk one after another, and he knew that in order to deal with Huaxia agricultural vehicles, he actually deliberately set up a confrontation alliance, and the leaders were Shi Feng and Juli.

Han Hao's competitive goal has always been a foreign auto giant, but he didn't expect to become a giant opponent in the eyes of other small and medium-sized enterprises in China.

"What do you think of the current situation?"

Called Jian Bing, the director of the Huaxia Motorcycle Marketing Center, this subordinate who has followed him all the way from Han Yao's factory to the present, Han Hao plans to send him over to clean up the situation. In just a few years, Jian Bing has been learning and growing all the way, and he has also obtained an adult college degree by self-study, and has become the marketing director of Huaxia Motorcycle.

Since those who win the Central Plains win the world, then Huaxia Motorcycle will take down this place openly, and then dominate the country.

Han Hao has not wavered in his market expectations for agricultural vehicles.

"There is no problem with our product strength, which has been proven in other regions. As for the Central Plains, the so-called resistance coalition is nothing more than a rabble. As long as we calm down and face our opponents squarely, and treat them the way they do, we should be able to crush their united front. However, as a result, our profits may be affected, after all, marketing expenses will rise significantly, and there will likely be a price war. ”

As a latecomer, Huaxia Agricultural Vehicle's market share was originally zero, and it belonged to the attacking side. Offense is more active than defense, and if Huaxia Farm Vehicles ignore it and only maintain pressure on price, this resistance alliance is expected to fall apart after a while.

Jian Bing is not optimistic about the so-called corporate alliance, and countless examples in history prove that such loose interests will always break up because of the uneven distribution of internal interests.

"Pride makes people backward, humility makes people progress. Regardless of the situation within this so-called alliance, we must respond with 100 percent spirit and not take it lightly. Profits can be temporarily disposed of, but the agricultural vehicle market must be in hand, which is related to the group's strategic layout. I give you full authority and I want to see the results by the end of the year, regardless of the process. ”

For Jian Bing, who didn't talk much, Han Hao had been watching his growth, so he handed over the burden of conquering the Central Plains to him, showing great trust in him.

The agricultural vehicle market is just a small test, and if Zhonghua Group can't even take this, it goes without saying that it will fight against the international auto giants in the future.

Han Hao still has a lot of things to do, so the direct operation of agricultural vehicles will be handed over to Jian Bing.

"From today onwards, the dealer task assessment of the three Central Plains provinces of Qilu, northern Hebei and southern Hebei has added a new rule, which is to implement a one-vote veto system for agricultural vehicles. ”

After getting Han Hao's authorization, Jian Bing flew to Qilu Province and held a three-place dealer conference.

"Dealers who fail to meet the sales target of agricultural vehicles will reduce the quota for picking up cars in the next year, or even cancel the dealership qualifications! ”

As soon as such a penalty condition came out, it immediately caused the following dealers to be amazed. It seems that this time Huaxia Motorcycle is planning to make a ruthless move, and I am afraid that it will not work if I think about it and do it perfunctorily.

"I know that all of you here have made great contributions to the expansion of Huaxia Motorcycle, but now is not the time to lie on the merits. I want you to know that it is Huaxia Motorcycle that has made you, not you who has made Huaxia Motorcycle.

Now, what Huaxia Motorcycle needs is a desperate predator with a bayonet at any time, not a lazy and unenterprising rich soldier. Since we can achieve the first place in the market for two-wheeled motorcycles, we will also be able to create brilliance for three-wheeled agricultural vehicles. ”

If you want to win the battle, you must first unify your understanding, so that dealers can once again glow with motivation to face the competition. The results of agricultural vehicles will be included in the year-end assessment, which will drive dealers to take action at the root of the economy.

In order to boost everyone's morale, the group took out a special marketing expense. If anyone makes it to the top three in sales in their local county, they will receive an additional reward. The amount is increased according to the pattern, and it becomes the first place in the local area with the most prizes. ”

Raise a big stick to threaten, and you have to give candy to lure, and the two-pronged approach can mobilize the enthusiasm of dealers, and Jian Bing has been perfecting this strategy over the years.

There is no problem with the product strength of Huaxia agricultural vehicles, and now it is marketing that is lagging behind, and there is no strong counterattack against the provocateurs. As long as we increase marketing efforts and meet our competitors in close combat, it must be Huaxia Agricultural Vehicle that wins, because it has super product power behind it.

"Huaxia agricultural vehicles, big brands are trustworthy, and now hold group purchase promotions, where you pay 100 yuan for orders, you can get 1,200 yuan cash vouchers. ”

The other party provoked a price war, and Huaxia Motorcycle immediately followed up. Originally, Huaxia Motorcycle entered the market at a low price, and now it follows the battle, and it depends on who can't stand it first.

If others go to their doorstep to grab customers, then Huaxia dealers can also take the initiative to attract potential consumers from competitors.

"Customers who go to Huaxia Motorcycle to test drive agricultural vehicles will receive three catties of eggs and traffic reimbursement, and they will have the opportunity to win 500 yuan for refueling when they place an order on the spot!"

Jian Bing came up with the idea of taking eggs for nothing and reimbursing bus fares, although the cost of conversion is not more than 15 yuan, but it is very popular with potential consumers.

Soon, according to this trick, Huaxia Motorcycle attracted a large number of people to the store for a test drive, and robbed a lot of brand customers such as Shifeng and Juli.

Seeing this scene, there are some examples here, giving the conditions of sending 4 catties of eggs and reimbursing the travel expenses, and began to subsidize the fight in the ring.

The happiest is the old driver who can drive a farm car, here to get 3 catties, there to get 4 catties of eggs, and also harvest two days of travel expenses to go home.

"Are you deliberately provoking trouble?

"The road is facing the sky, go to one side, eat by yourself, and if you lose, you can't learn to scold the street?"

After comparison, the shrewd farmer friend found that it was still more cost-effective to use Huaxia agricultural vehicles, and he would rather give up the 100 yuan deposit to switch to the Huaxia camp. Of course, the 100 yuan deposit is actually the help of Huaxia dealers.

Under such a premise, the morale of the dealer who lost the customer just hit the door.

"Brothers, don't talk nonsense if you can do it!"

"Dare to do it first, everyone the guys, kill and wound me, kill them for me!"

......

The two sides, who have been fighting for a long time and have accumulated a belly of fire, can ignite the entire powder keg under the eruption of a single spark.

"Crackling—"

The dealer camps of the two camps staged a real PK, and fights and brawls often occurred.

If what you see at the level of Han Hao is a cold digital report, then at the forefront of the grassroots is a collection of countless bloody individual cases.

Huaxia Motorcycle fought with agricultural vehicle giants such as Shifeng and Juli, but it hurt other small and medium-sized agricultural vehicle companies. They don't have much resources to attract customers, and second, the price of vehicles has been pushed down all the way and they are almost selling at a loss.

Soon, some agricultural vehicle companies that couldn't stand it withdrew from the anti-alliance front and no longer invested resources to participate in the siege of Huaxia agricultural vehicles.

"Mr. Liu, at the current price, we have already sold one at a loss, and if we continue like this, it will be in vain this year!"

The financial manager of Shifeng agricultural vehicle calculated that in order to cope with Huaxia agricultural vehicle, the company has spent a large amount of cash in a short period of time, and the profit of the vehicle has repeatedly declined in the price war, and it is already in a state of loss.

"What's the panic, we lose our capital, and Huaxia also loses money. If we don't take advantage of this opportunity to drive Huaxia out, we will be cleaned up one by one sooner or later in the future. ”

Now it is difficult to ride a tiger, I thought that Huaxia agricultural vehicles were just a small attempt by Zhonghua Group, and they would take the initiative to shrink and withdraw if they couldn't make money, but they didn't expect the other party to throw a lot of real money in.

Mr. Shifeng decided to grit his teeth and persevere, it had already cost so much, and he was reluctant to give up now.

When the front against the alliance was crumbling, it was not Huaxia Motorcycle that dealt a fatal blow to it, but the old three Shuangli groups within the alliance.

Shuangli Group will cooperate with Huaxia Motorcycle to build an OEM base in Qilu Province, and further cooperation between the two sides in terms of capital will not be ruled out in the future. ”

In just one sentence of news, the shocking news was that the old Sanshuangli Group in the agricultural vehicle market turned against each other and will cooperate with Huaxia Motorcycle to reshuffle the entire market.

As soon as this news came out, the so-called alliance to resist Huaxia agricultural vehicles collapsed, and the strong fortresses were first broken from the inside, not to mention that it was only a temporary community of interests.

The agricultural vehicle market has always been dominated by the two giants Shifeng and Juli, and the sales volume of the old Sanshuangli Group is less than 300,000 units.

I thought that the joint fight against strong new entrants, but I didn't expect that the price war would be uncontrollable once it started, and the price fell by 15-20% in a short period of time, and the agricultural vehicle market fell into a situation of small profits.

The cost of enterprises that cannot be scaled up cannot be reduced, so Shuangli calculated an account and found that no matter what the victory or defeat is, he will fall into a loss situation.

In order to survive, Shuangli took the initiative to choose a road that could continue, and promised to provide Huaxia agricultural vehicles with an OEM production base in Qilu Province, and obtained the opportunity to invest in Chengcheng.

Jian Bing didn't expect that the matter would end here, Huaxia agricultural vehicles were indeed prepared to lose money for a long time in order to capture the Central Plains market, and the current selling price is already dumping at cost price.

It wasn't until Shuangli secretly came to the door that Jian Bing knew that this battle had caused huge lethal and destructive power.

The Qilu provincial government once again intervened in the mediation of the agricultural vehicle market, and this price war verified the ancient adage of killing a thousand enemies and injuring eight hundred. Despite the tragic price, it still could not prevent Huaxia agricultural vehicles from entering this market. Now it seems that Huaxia agricultural vehicles belong to the side that won the battle miserably.

"In order to ensure the healthy, orderly and long-term development of the market, it is not advisable for price wars to disrupt the normal order of the market. It is recommended that everyone collectively restore the 10% increase in selling prices to achieve a benign ecological balance in the market. ”

A 10% price increase would allow the company to return to its normal vitality, and if it continues at today's selling price, bankruptcy would be a foreseeable outcome. The government stepped forward to give the two sides a step, and they no longer fought to the death for a little market share.

On the mediation letter, Jian Bing signed his name and approved the proposal to increase the price. Now the purpose of Huaxia agricultural vehicles to enter the market has been initially achieved, as long as the healthy competition is not afraid of any opponent.

"Alas, the success is in vain, and the work is in vain!"

Mr. Shi Feng sighed in his heart when he signed.

He was haunted by the betrayal of Shuangli Group, if it weren't for the Xiao Wall, maybe it would have been a Huaxia agricultural vehicle that had fallen now.

Until now, he still underestimated Han Hao's determination to enter the agricultural vehicle, and did not understand that for the sake of strategic layout, Zhonghua Group could bear a certain degree of loss. The root cause is that Han Hao can afford to lose, but he can't afford to lose, because the difference in strength is too far.