In the face of competition, enterprises generally choose one of cost leadership, differentiation or centralization as their main strategy to deal with competition. Pen @ fun @ pavilion wWw. ｂｉｑUｇE。 ｉｎｆｏ

In the face of Volkswagen, a brand that now seems to be very likely to develop and seize its own market share, they directly took advantage of Hongguang's failure to go offline and launched a layout.

The adoption is a cost leadership strategy.

Cost leadership means to reduce the cost of all operational links, so that you have a greater advantage over competitors in terms of profit and product price.

In terms of operation, it is to eliminate unnecessary positions in the company, reduce the labor that can be reduced, and save the expenses that can be saved. The implementation of the production link is to further reduce the cost of the product, that is, simple allocation.

As a result, several of its micro-surface models have been subject to production adjustments. And before Hongguang went on the market, the existing products were reduced in price.

Daewoo Oubo has reduced the price from the original 6.5-72,000 yuan to 5.9-66,000 yuan. Daewoo Tongtu has been reduced from the original 6.9-75,000 yuan to 62,000-70,000 yuan.

The price of the two models, Cheng Jing and Tuli, has also been reduced by 4-5,000 yuan, and the price has been reduced from the initial 68,000 and 82,000 yuan to 60,000 or 70,000 yuan.

After the price reduction, the four micro-noodles have formed a micro-facet lineup from 40,000 to 70,000 yuan, trying to rely on the advantages of the price and the number of models to encircle Hongguang.

It is under such an undercurrent that Hongguang passed the audit of the Ministry of Industry and Information Technology. In Huaicheng, Dongxiang's two large-scale factories have entered the mass production stage after completing commissioning production.

The first batch of Hongguang was delivered to Volkswagen 4S stores across the country in the first time, becoming the only model on sale in the store.

Although compared with other brands, the scale of Volkswagen 4S stores is slightly thin compared to the scale of seven or eight models in a car series, but this has not affected the sales enthusiasm of dealers.

Why?

Because as the first batch of dealers joined by Volkswagen, the manufacturer's policy is really good;

No franchise fee!

The decoration requirements are simple, and the initial investment is less!

Ship in full accordance with the replenishment order reported by the dealer himself, and never force inventory!

In addition to the service attitude and sales in the sales of these three links after the requirements are higher than other manufacturers, simply not too humane.

The manufacturer's advertising for Hongguang is also huge;

CTV five sports channel prime-time and important events between the rotation, the title page of each portal, and Tencent's two communication software with a large user base push, the Hongguang model in a short period of time to promote.

On the last day of August, Hongguang officially went on sale!

Netizens who were already hungry and thirsty rushed to the local Volkswagen 4S store for the first time. Because the investment promotion time is short, and the Zhengxin Volkswagen brand is just established and it has only one model, many people even go to other places to buy.

For a time, the sales scene was simply hot.

Liuzhou, a small city with a population of only 250,000 and a population of less than 150,000

It's a bit reluctant to call it a fourth-tier city.

At this time, it was past noon, but the Volkswagen 4S store located on the edge of Liuzhou City was still overcrowded.

The flower basket and firecrackers at the door indicate that this 4S store has just opened today.

But there are so many customers!

The flower baskets had been torn off the petals, and the floors of the spotless shop, which had been cleaned in the morning, were covered with firecracker crumbs – all brought in from outside.

The owner, Xu Guihua, has been open since 8 o'clock in the morning, and she has been so busy that she has not even been able to drink a sip of water -- there are too many customers, not only customers from the city, but some of them even come from neighboring cities and counties.

There are not enough salesmen, and she, the boss, has personally gone into battle.

Xu Guihua never dreamed that she would be able to sell so much money on the first day of opening!

Before divorcing her ex-husband, her family was engaged in car sales, and at that time it was a Honda brand.

Some time ago, when I saw the public recruiting dealers across the country, Xu Guihua was assigned to a large business service on the outskirts of the city after the divorce, and she shared some family property in her hands. Originally, these conditions were far from enough to open a 4S store. But because of the public's preferential policies, she saw the business opportunities and threw herself into it.

Now it seems that this one is the right bet!

Today, on the first day of opening, it only took more than six hours to achieve sales of 2 million. According to the 10% profit margin of each car given by Zhengxin, 300,000 yuan will be paid this morning!

Feeling the heat in her throat, she finally took a sip of water after sending a customer to the cashier to buy a car.

At this juncture, a sales girl ran to her side in a hurry, and shouted: "Sister Xu!

"What's wrong?!" Xu Guihua hadn't swallowed a mouthful of water, so she couldn't care about being choked and her face was flushed, so she hurriedly asked.

Today's first day of opening, don't make any trouble!

But the "no" in the mouth of the sales girl is not that there is something wrong with the store. In fact, even if they are so busy now, they are faced with some silky customers, and the salespeople are still smiling on their slightly tired faces.

Customers who go out from here, whether they buy a car or not, go out with satisfaction.

But it is obvious that it is a very urgent thing to make a girl anxious: "There are not enough cars!"

Xu Guihua's eyes widened: "How come! I have sixty ......" Speaking of this, she patted her head! Then she stomped her foot in annoyance.

Just now, the front desk salesman came to report to her, and happily said that the sales had reached 2 million.

Isn't that forty units?

Just now, five or six more units were sold, and I saw that it would not be enough to sell in the afternoon!

Originally, when stocking, Xu Guihua thought that Hongguang would have a power version, three different configurations, and one reserve of 20 vehicles would be enough to sell during the opening period. But I didn't think about it, it was only less than a day, and it was about to be sold out!

There was no time for her to be annoyed, Liuzhou was more than 600 kilometers away from the nearest Volkswagen Hongguang production plant, Huaicheng, and even if it was shipped now, it would have to be delivered tomorrow afternoon.

She didn't have time to think about it, she hurriedly ran to the front desk and yelled at the salesman: "Hurry!

"Received Sister Xu!How much do you have to make up this time?"

"Fifty per model... No! a hundred!"

……

Qiong County, a well-known poor county in Henan Province.

But in the local Volkswagen 4S store, I don't feel that this is a place with an average annual family income of less than 20,000 yuan.

Similar to Xu Guihua, Xu Guangkun, the owner of the Volkswagen 4S store in Qiongxian County, is still busy with water and rice.

The economy of Qiongxian County is underdeveloped, so the land is cheap.

Take Xu Guangkun's store as an example, the more than 900 square meters of storefront on the street is less than 300,000 yuan a year.

Now, the store of nearly 1,000 square meters is crowded. Xu Guangkun felt that this store was rented smaller.

I knew that I would be able to earn back the rent on the first day of opening, and I had to choose the 2,000-square-meter one 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 opened and stocked up, we had 100 units of each model! So many cars that even the parking lot behind the 4S store was stuffed!

Xu Guangkun knows the awesomeness of Zhengxin.

Previously, he had sold Zhengxin's models. But that was when he was the manager of the Guangqi Zhengxin 4S store.

This time, I learned that Zhengxin had established a new brand and was attracting investment across the country. Xu Guangkun, who had worked for ten years, immediately resigned, took out his savings, and collected some with relatives and friends, before returning to his hometown to open his own 4S store.

Unlike other dealers, he is not only optimistic about Hongguang's model, but also has more confidence in Zhengxin.

"Uncle Guangkun, you are really a god! I was thinking about preparing so many goods before, it must be a lot! Now looking at this posture, we will have to replenish the stock in two more days!"

This is Xu Xin, the eldest son of Xu Guangkun's second brother's family, who has been working outside since graduating from high school, and this time he did his own business, Xu Guangkun got this kid to the store as a salesman.

Your nephew has to help me, doesn't he?

Seeing the sweat on his nephew's face and a happy smirk on his face, Xu Guangkun stretched out his hand and patted the back of his head, "Silly boy! Buy two more days to replenish the stock, can you have time? Otherwise, the car will have to walk for two days on the road, and it will be delayed!"

"Hey, is there anyone who can take me to see the car!"

Just when the two of them were smirking at each other, another customer was waiting for a hurry to shout.

Xu Guangkun patted his nephew on the shoulder, "Go ahead, old man, work hard, you will be able to marry a daughter-in-law at the end of the year!"

As soon as he heard about marrying his daughter-in-law, Xu Xin's face flushed, "I'm not in a hurry to marry my daughter-in-law!"

But the mouth says no, the body is indeed honest. Extraordinarily eager and rushed, he has betrayed him deeply......