Chapter 037: A Coincidental Encounter

Coming out of Xiao Zheng's villa, it was already time to eat. Originally, Xiao Zheng just wanted Xiao Chen to have a meal at his place, but Xiao Zheng himself had already rushed back to the Government Council to preside over a meeting, so there was no point in him staying.

As for Ye Yiling, she went to Xiao Wan, and it's hard to say if she can go back today, but they were just in a hurry to eat, so there was no need for Xiao Chen to contact her at this time. After thinking about it, Xiao Chen called Su Ning.

Su Ning naturally knew that Xiao Chen was going back to Beijing for a meeting, and she actually guessed that Xiao Chen would look for her, but to her surprise, today's conference had just ended, and Xiao Chen was looking for her so quickly, which caught her off guard-she had made an appointment to have dinner with someone today, and the other party was not small, and he was a deputy minister of the Ministry of Industry and Information Technology. But as soon as Xiao Chen told her this, she had to call and push it away, and had to apologize again and again. Originally, she didn't plan to bring out Xiao Chen, but the other party may feel that the deputy minister of the Ministry of Industry and Information Technology, the director is the leader of the automobile sector, and it is too faceless to be released by the boss of an automobile company, and the words immediately sound a little wrong, and even some guns with bāng, Su Ning can't, so she has to say that Xiao Chen, the deputy secretary of Jiangdong, has something to talk about with her. As soon as the deputy minister heard Xiao Chen, he immediately asked which Xiao Chen it was, Su Ning once again affirmed that he was Xiao Chen, the former deputy director of the National Development and Reform Commission, and the minister was flustered for a few seconds, and immediately changed his words, and hurriedly said that this is the case, why didn't Mr. Su say it earlier, misunderstanding and misunderstanding.

Su Ning and Xiao Chen finally made an appointment to go to the Chang'an Club, but who knew that there was another unexpected situation: they met Zhao Fuquan, vice president of Tianchen Automobile, and another person Xiao Chen didn't expect to meet: Shen Yuerong.

Shen Yuerong's development was somewhat unexpected by Xiao Chen, she co-founded a web portal, because several large domestic web portals have been formed, it is not easy for a new web portal to come out, so she herself will also occasionally make a guest appearance as a current affairs writer. Today, she originally made an appointment with Zhao Fuquan to talk about the development prospects of the domestic automobile industry.

Su Ning and Zhao Fuquan didn't expect Shen Yuerong to know Xiao Chen, and they were very surprised. Xiao Chen didn't explain much, only said that Shen Yuerong had helped him a little in the last Xianglin Wo case. Since everyone knew each other, they naturally sat down and talked about it together.

With outsiders present, Su Ning behaved very reservedly, and put her identity very formally, as if everything was official: "Actually, I invited Secretary Xiao out today, mainly to ask him about the trend of car prices in 2006." Since Mr. Zhao and Mr. Shen are also there, I think we might as well deepen it, and discuss this trend to do some simple analysis and review of the automobile price phenomenon in 2005 to predict 2006. ”

Zhao Fuquan and Shen Yuerong naturally have no opinions, Zhao Fuquan wants to hear what Secretary Xiao thinks, while Shen Yuerong is more concerned about what the relationship between Xiao Chen and Su Ning is. It seems as if the two are just ordinary friends, but are they really just ordinary friends?

In fact, the same question also arose in Su Ning's heart. However, Su Ning has been in the shopping mall for many years, and now she is also like a torch, but it can be seen that Shen Yuerong and Xiao Chen have not developed to that point at least.

Since we want to talk about business, according to Chinese practice, of course, Secretary Xiao will come first.

Xiao Chen was also direct and did not hide anything: "The problem of price trend is very difficult to judge, although I don't care about economic matters in Jiangdong, as long as I go back to Beijing, I still often exchange opinions with the CEO of the company, saying when the price of your car will be reduced, and he said that I don't know when it will be reduced." Price reduction is related to many factors, such as changes in market share, cost capacity, and external pressures, and it is difficult to make accurate predictions for price trend judgment. But I feel like there will be new features this year. ”

Shen Yuerong is not as shy as in the past, and took over the topic and said: "Recently, everyone has paid more attention to a topic that FAW-Volkswagen has introduced a new business policy, with a maximum price reduction of 17,000, which has caused a lot of discussions, will there be a domino effect, I think this topic is also worth exploring." I happened to write an article on this topic not long ago. ”

Su Ning smiled slightly and said, "This effect has come out, Kaidi has also decreased, and the Elysée has also followed." Like Dongfeng Citroen, it sent a message yesterday, and there is a message about a comprehensive price reduction. By the way, Mr. Zhao, what do you think about this problem? ”

Although Su Ning is the boss, but in Tianchen, Zhao Fuquan is the person who knows the most about cars, so Su Ning asked Zhao Fuquan's opinion first, Zhao Fuquan sank slightly, and said: "In recent years, price has been the main theme, as a manufacturer, it is also taboo on this topic, although the price has changed in the past two years, but the form of price change has changed." It may be that 2003 and 2004 were the most obvious years of price changes in the Huaxia auto market, and the average price drop in that year was about 10% of the industry. But by 2005, the price change has changed, in 2003, it may be a dial of price reduction, a certain model of a drop, everyone said, who will fall, will fall, last year began the manufacturer's independent price adjustment is more obvious, not to follow the trend of price reduction. The reason why this kind of price reduction does not follow the trend is because each manufacturer still has the strength and strength to follow the trend. Last year, there was a big difference between various manufacturers, some manufacturers had profits to follow, and some manufacturers were not. Last year, the price of the North and South Volkswagen was reduced at the same time, and last year, the price of the East Volkswagen was reduced, and everyone thought that FAW-Volkswagen had changed, but there was no change at the end of last year, and this year FAW had changed, and SAIC had no change. It is not a common and joint change in the past, but it is adjusted according to the manufacturer's own situation. This year, there are characteristics and changes in prices, although the prices have decreased last year, but they are relatively weak. This year, the price adjustment of manufacturers is relatively large, but why is it said that from the perspective of the entire industry, the price fluctuation is not large, because some prices are going down this year, and some are still increasing prices. Now the price has come up and down, and the market performance is relatively rich, so this year I feel that the price of each car and each brand has different fluctuations. ”

Shen Yuerong nodded: "Take what you need." ”

Zhao Fuquan hummed and said: "There is a phenomenon of price reduction this year, although some models have been reduced, consumers can't buy cars. Why? For really low-priced cars, the manufacturer is losing money and is not producing. So if consumers want to buy a car, I'm sorry, you have to make a reservation, and you have to add some money to the reservation to buy a car, and the manufacturer's price control is not as simple as before. ”

Su Ning behaved very generously and humbly in front of Zhao Fuquan, never commanding nonsense, but a little like a student: "Mr. Zhao, I have a question, some of them are already strong and the rest is insufficient, and some are subdivision space, can you say from the perspective of subdivision, which ones have room for price reduction, which ones are not big, or new cars, old cars, you can not mention the name of the brand." ”

Zhao Fuquan smiled: "Take the product as an example, an old product has a product life cycle. Now the manufacturers adjust the price is basically the old model, the reason for adjusting the price of the old product, is that many new products will be listed this year, from the perspective of the manufacturer's own price arrangement, it is inevitable that the price will be more than the old product to free up a certain price space, the old product will be adjusted, there is a reason for this price adjustment. In addition, we also know that any new product comes out, the market performance is better than the old product, the reason why manufacturers now launch so many new products every year, is also because only when the new product is launched, when the market performance is good, the manufacturer has higher and richer profits, from the pricing aspect, there must be a situation to speed up the upgrading of products. As for what I just said about having to be subdivided, everyone is saying that economic cars are almost squeezed, and the interaction of domestic brands should be very weak. Now everyone talks about profiteering, nothing more than the mid-to-high-end cars, the low-end cars are almost there, and now I hope that the mid-to-high-end cars are now profitable, and I hope to adjust. This is with the competition and demand of the market. Now look at the market competition of high-end cars is still better than low-end cars, and this kind of car has its brand value, in addition to the sensitivity of consumers' purchases to price, many people buy this kind of car reflects the brand, so this kind of car is relatively price space, and the price reduction pressure is relatively weak. ”

When Shen Yuerong heard this, she smiled and asked, "Mr. Zhao said it very clearly, Secretary Xiao, what do you think?" ”

Today they took care of the appetite of Zhao Fuquan's returnees and ate Western food, but they still talked about things at the table according to the habits of Chinese people. Xiao Chen just ate an oyster, wiped his mouth with a paper towel after listening to it, and said, "The frequency of price reductions this year may be significantly reduced." In 2002, the price of a car was reduced about once, and in 2002, the price of all cars was reduced in the first quarter. In 2003, it also changed, about a car price drop once, but different, there were several in the first quarter, a few in the second quarter, a few in the third quarter, a few in the fourth season, and the highest frequency in 2004, a car had several price reductions. In 2003, for example, in the first quarter, some models were reduced, and the price was no longer reduced in the second quarter and the third quarter, and in 2004, a car was reduced in the first quarter, and it was reduced in the second quarter, and some prices were reduced up to three times. ”

Shen Yuerong asked with a smile: "I read an article on our website blog, saying that FAW's price cut had an impact on Dongfang Volkswagen, and Dongfang Volkswagen hit Dongfang GM after the price cut in August last year, and began to adjust the price in January. ”

Xiao Chen thought about it slightly and said: "This is my own personal opinion, 2006 will return to the characteristics of 2003 or 2002, a car manufacturer is now more mature and more stable than before, that is, a price reduction." In many ways, it is decided that in terms of strategy, it cannot be so several times a year, and several times a year price reduction led to a rapid decline in the market in 2004, and various manufacturers are like this from the marketing strategy. Another reason for profits, really can't tolerate manufacturers so high frequency and large price cuts, this year's price reductions in the number of significantly reduced, especially the number of a car, now has been the price of the model price reduction is very small, I think if the public want to buy a car, these models at least do not have to wait. ”

Su Ning affirmed Xiao Chen's words: "Secretary Xiao is right, as far as Dongfang General is concerned, I also feel that the marketing strategy of this enterprise is a system, which is very mature and can be adjusted according to the market situation, but it will definitely not reduce prices and be influenced by others." I saw that the auto sector on Mr. Shen's website interviewed Liu Xiaodong last time, their entire market strategy is a system, what changes in prices include how to adjust, as well as changes in product lines, there is a whole set of systems to do, and how to change according to competitors, he said that he is most concerned about himself, not other manufacturers. ”

Xiao Chen nodded: "It used to be this model, and I used to use this model, I think Volkswagen is very strong, and I didn't pay too much attention to it or didn't keep up with the pace, but now Volkswagen is also changing, and the concept is also changing, including this FAW-Volkswagen price cut, which is a new signal for everyone." Volkswagen used to be passive follow-up, that is, being led by others, from this time, Volkswagen has become active, there are several manufacturers, not GM is playing strategy here, others have not coped, now it is possible. In fact, everyone has a way, after all, such a large company in the world will encounter challenges in the future, including in marketing strategies. ”

Shen Yuerong exerted the "gossip" nature of half a reporter and asked: "From 2005 to this year, there is a phenomenon that the public is more concerned about, one is priceless cars, and the other is priceless cars. ”

Xiao Chen smiled and pointed to the oysters in front of him, and motioned for Zhao Fuquan to say first, Zhao Fuquan laughed, and he didn't mind, so he said first: "This phenomenon is the most obvious this year. From 2002 and 2003, we said that the price of the car, we said that Guangben is in demand, there used to be a saying called hunger therapy, consumers book this car, everyone everywhere in the capital to book, in order to book in advance is a price increase. There is a feature this year, not only the price reduction of new cars, the most obvious this year is that many manufacturers may be able to supply the car for three months, but three months ago even the price was not announced, consumers began to book, and there is another kind of price announced, but for a while and a half will not be able to supply the car, consumers began to book, unlike before, before it was produced before it began to book. ”

Shen Yuerong said with a smile at this time: "Chā, like Toyota, the price is not available, but the price is announced for a month or two before getting on the car." ”

Zhao Fuquan nodded in affirmation: "So now it is very special that in the past, the manufacturer only started selling and announcing the car after it was ready, and provided consumers with the car, but now the manufacturer has changed its strategy, my car may not be put into production, and it will be announced, and the dealer will start pre-sale." So today it's clear that it's selling in advance, it's a situation. There is also a situation, we used to think that this is a very popular model, the lowest-end car, now the production of these car manufacturers is very small, but also to take the supply is very tight, consumers are very interested in this car, sorry no car, you also have to book. The latest car to buy reservations, the cheapest, suitable for the common people of the car also have to be booked, now subject to the situation of two end of the reservation, and the mainstream models can be in stock. This year, manufacturers are more obvious in the control of production supply and demand. In the past, we said that the most obvious thing this year is that at the end of last year, the manufacturer did not press the dealers. ”

Su Ning thought about it and said, "This is the result of lean production. In the automobile industry, there has always been a saying called marketing Toyota, what FAW Toyota brings to Huaxia Automobile, is the marketing method, before a car has not been launched, before it is listed, first create public opinion, such as the crown is the most obvious, there is no car, the price is announced first, even if there are only one or two sample cars, provide them to some media, let you go to publicize. As a result, the crown car is coming, so everyone is looking forward to it, because many netizens may have a sense of expectation for this after seeing the introduction through the Internet or magazines and newspapers, and learn about it. Before the car was listed, it was already well-known, and the dealer said that the car could be booked, and many people did not see the sample car, and some had a hot mind, so they said to book it, and then returned. FAW Toyota's marketing model is being learned by various manufacturers, and it is a very good way. ”

Shen Yuerong smiled: "The cars are all on the market, but there is no price." ”

Su Ning seemed to be still thinking about something, and said with a slight sink: "In the past, it was offline and listed, but now the public relations strategy has been completely changed, first Xiangliang, I really don't understand this, now the cars are unveiled, whether it is Dongfang GM, first appreciate the car, what is the concept of this car appreciation?" Some can't even see the car, the Internet has been overwhelmingly promoted, and they have begun to buy a car, and Triumph is obvious. The change in the marketing strategy of this manufacturer, everyone has learned very smartly, and they are all playing this set of things, and there is such a phenomenon. I don't know what Secretary Xiao's point of view is. ”

Xiao Chen smiled: "It's really a marketing strategy of the manufacturer, including a price and no car, this is a typical strategy, it attracts your attention, go to the dealer to see." Jetta has a car of 80,000 yuan, less than 80,000 can be bought, the dealer has such a car I don't know, at least Jetta has such a car, you go to see, because there is a proportion of numbers, go to the dealer to visit and buy a car to the transaction has a similar proportion, if there are more people looking at the car, the natural transaction is large, this is a very typical strategy. All manufacturers, including Gedeon Rich, do not have the lowest price car. It's all a strategy. In addition, it is also a newly introduced set of models, which should be introduced by Toyota, and the car is not in batches, so it is booked first, about three months in advance. ”

Su Ning added: "Even half a year. ”

But Xiao Chen didn't seem to agree very much, he said: "Generally, everyone will not wait for half a year, consumers have a waiting time, and they will not wait beyond this period." Queuing for three months or can't buy a car, you must increase production, otherwise, the user will turn, a turn away, it is not easy, this is a new marketing model, when a family does this, the effect is very good, everyone does this, it is equivalent to not doing the same, who will introduce who will be good. ”

Shen Yuerong thought for a while and said: "There are some subtle differences in the middle, for example, there is no price for a car, and there is no price for a car, where is the difference, there is a price without a car is usually a Japanese car, and there are many typical Toyota cars, it is an order marketing in the implementation of Huaxia, and it may not be intentionally planned This thing has led to such a good result, but this directly contains Toyota's business and production methods and the advantages of global competitiveness, there is self-confidence, I feel that this is self-confidence." But having a car is priceless, it is a temptation, and some manufacturers may not necessarily agree with this point of view, I declare it. See how much attention consumers pay to this car. This kind of subtle difference, Toyota I feel, after the announcement of the basic price can not change, it is still confident, he wants to eat a part of the consumer order, in turn we can say so, there is a car priceless is to let the quality speak first, what is the quality of my car, how is the appearance, how is my configuration, the quality of the first to take the car to see it, experience, I announced a price, if you really like it, you have to buy. Because the way of core competitiveness is ultimately a trade-off between cost and price, Toyota has more self-confidence, there are more priceless European cars, they emphasize quality, from the positive guidance, I first let everyone see the quality of my car. ”

Su Ning seems to have a different opinion on this, and time: "Toyota's pricing range is also too large, from more than 800,000 to more than 400,000, and Dongfang GM has a price range including the new Buick, including Vios, which is like this, and the difference is very big." This is the manufacturer's marketing strategy, and each manufacturer has to test it when it launches a new car. ”

Xiao Chen added: "No matter how wide the range is, there are always one or two cars in the mainstream price range, 80% of the sales are in that one, and the highest-end and lowest-end quantities are relatively small." ”

Su Ning nodded: "Beijing Hyundai listed a new car, there is a price range of 79,800 to 103,200, the new launch of a relatively high-end car, 70,000 cars will be launched in the second half of the year, this is a strategy, FAW Toyota is also doing this." ”

Shen Yuerong also agreed: "This is also a kind of temptation, to see which car is more quantitative, there is autonomy there, otherwise, just order a car, autonomy is very slow, everyone has a fresh impression, Audi A6 just started down, the price is more criticized." ”

Su Ning smiled and nodded: "The difference is very big." ”

Shen Yuerong snorted: "In the first round, there was a lot of criticism, and there were a lot of comments from netizens on our website. ”

Xiao Chen said: "This pricing model, the manufacturer has more initiative, first mention a high model, establish a brand image, manufacturers are reluctant to sell the lowest model, the same car, the price difference is so much, it must be a high price of higher profits, so the profit itself is high, and establish a brand image." Another point, it will also leave room for disguised price reduction, the market is really not good, you can add 79,800 cars, add more than 100,000 configurations to this, and it will become the mainstream to sell this one, I haven't reduced the price yet, and there is no price reduction for the image of the outside world, in fact, a lot of things have been added, all of which are a strategy. ”

Zhao Fuquan has feelings about this, said: "After two or three years of market training, Huaxia manufacturers in the market control, including marketing means, has said that the same day, the grasp of the market, the grasp of the price, including the grasp of the consumer heart, it should be said that there is a great progress, look at the market price changes including price adjustment means, there are many marketing methods and models, including the price adjustment we just said Fukang Elysee price adjustment, this price adjustment does not say price reduction, in a certain time area to give you a promotional price, This may be different from the general price reduction, I reduce it in three months, and after three months, it may maintain this price, or it may be restored, which is also a manufacturer's temptation in marketing. ”

Xiao Chen smiled: "Some are really recovering, restore the price, and launch another promotional price in another period." ”

Zhao Fuquan nodded in agreement: "This car promotion, the price will recover after the time, and then find another car to sell, all of which are being promoted, but selling different products, which is also a marketing method, and now the Chinese people are very smart, this marketing method learns quickly and is used quickly." ”

Shen Yuerong laughed: "Everyone followed suit quickly. ”

Su Ning asked a new question at this time: "I have a question I want to ask, because it is obvious that as long as a new car comes out, as soon as the price is announced, netizens on the Internet are generally scolded, from later practice, it should be said that the pricing is very successful, but netizens are always criticizing it at the beginning, and the price is high." This question is what I just mentioned, such as the manufacturer's control over marketing and price strengthening, why does this happen, is it the netizens' sense of expectation of the car price, and the real situation, and the situation of the company to grasp the market is very different, I don't know how you understand this problem? ”

When asked about the website, Shen Yuerong was the first to answer: "Mr. Su's question is too good." That's exactly what I've been thinking about a lot lately. I just discussed the marketing strategy of a lot of businesses, marketing methods, if you send it out to netizens, I know what the result will be: the impression to netizens is that manufacturers are black-hearted factories, all of them are profit-seeking, and there is no family relationship with consumers, in fact, I think this is wrong. In fact, such things should be encouraged, this is a normal marketing means, or a strategy, from the perspective of consumers, it should be a tolerant mentality, now after all, it is a market economy, any good marketing method, a way that can bring market value, should encourage it, as long as it is said that its ultimate orientation is consumer. In addition, consumers may not like to listen to this kind of mentality, but I think this mentality is not good. Why is it bad? Of course, I've always advocated that the internet is a way for consumers to vent their emotions, but I still say it's not good. This mentality is still hating the big and hating the rich, that is, the mentality of hating the rich, this mentality will be brought up on the Internet when there is a chance in the future, even if netizens scold me, I have to say this. And I hope that netizens will participate in the discussion of this topic. ”

Xiao Chen has some objections to this, he said: "I have a different opinion from you, not entirely for consumers. The reason why consumers always feel that it is high must be there an objective reason, and indeed some models, especially mid-to-high-end cars, have a certain range of higher prices than international ones, with 20% or 30%. Huaxia's labor force is very cheap, it should be said that Huaxia has the conditions to be cheaper than the international market, so that we are still in this process, will not say that tomorrow will drop to this, nor will it mean that it will fall next year, there is a gradual process. Because the information is very smooth now, a car in the United States is in the middle and high end of 20,000 US dollars, and in Huaxia it is 30,000 US dollars, about 25,000 US dollars, and the range will be high. He expects you to be flat or slightly lower than the international market, which is the mentality of ordinary netizens, so I think it is understandable. But everyone thinks he is high, and he doesn't necessarily not want to buy it, because the actual situation in Huaxia can't build a car at that price, maybe five or six years later, it may be possible to build such a car, not only the problem of netizens, but also the actual situation of the country, which has something to do with the mentality of netizens. ”

Shen Yuerong is now very independent in thinking, and she dares to refute Xiao Chen's opinions to a limited extent, she said with a smile: "I have a few words with Secretary Xiao, I think the price of the Chinese market is different from that of foreign countries, this topic is very complicated. I also summarized a paragraph before, I think the price is the way of saying the social and economic life form and life values, the price of the car may be related to the country's industrial policy regulation, such as the current encouragement of survival consumption or sales consumption, and the tilt of the industrial policy, the adjustment of international exchange rates and so on, some say that it is in line with the international market, in fact, it is a myth, that is, absolute integration is impossible. I think netizens also have to accept this reality, that is, Huaxia is the price of Huaxia, and it must not be compared with any country. ”

Zhao Fuquan spoke at this time: "Why do consumers say that the current car price has dropped by 40% or 50% compared with four or five years ago, and the manufacturer says that we have dropped so much, why do netizens still not admit it, and also say that we are expensive, there is indeed a reason." The first reason is that we now have a lot of car sales prices, just now said that netizens buy the same quality car at the same price for the price of our car, now the information is very public, just now Mr. Shen said, Huaxia should have the price of Huaxia, but the Chinese people think that the price of Huaxia is what the price, you should be lower than the world average price, not high. In addition, the income of ordinary people, if you want to compare the income with the price of the car, our car price is higher. Why don't ordinary consumers shout that buying a bicycle is expensive, it doesn't matter, isn't it half a month's salary, not now, buying a car must be a consumer's accumulation for several years to be affordable. You said that the consumption of any car for him is expensive for him, and in terms of his consumption level, this is the fundamental reason. ”

Shen Yuerong still understands this point: "Expectations always go to a high place. ”

Su Ning laughed: "I use" vest "number,I have communicated with netizens on the Internet,First,Netizens have a reference coefficient is home appliances,Now no Chinese people think that the price of home appliances in Huaxia is high,And it's always doing activities It's always falling,The original LCD screen is expensive,Now it's also falling。 Now consumers think that there is not much difference between cars and home appliances, but the consumption level is a little higher and the price is a little more expensive. Why are Huaxia home appliances so much cheaper than abroad, and why can't Huaxia's cars do this. Looking at our own brand cars, everyone looks good, and they are still falling. Although it is hoped that the quality will be improved. In the first two months, the sales volume of Huaxia's own brand cars was 28%, which is a very good phenomenon, and the price of Huaxia cars will definitely fall. The second aspect...... Hehe, Mr. Shen, if what you just said gets out, you will definitely be scolded to death by netizens. ”

Shen Yuerong laughed: Let me state that I am silent on this topic. I don't want the masses to cut me with machetes, but of course I also want the price of cars to drop? I'm not a manufacturer, I'm a consumer, so why should I want it to go up, right? I'm just going to explore it. ”

Su Ning smiled and nodded: "Netizens do have very irrational aspects, and netizens are obviously that everyone on the Internet is a kind of emotional catharsis, and it is either white or black, it is definitely not a truth, we are chatting here now, we don't seek to tell the truth, just understand it." ”

Shen Yuerong said with a smile: "A few days ago, I received a consumer from Jiangdong, I don't know him, he is a teacher, often look at our website, sent an e-mail, said that he wanted to know us, called me, and said that he wanted to buy a car, hoped to buy a little about 40,000 yuan, hoped that the quality was better, and hoped to find a manufacturer to sell to him cheaper." In the second and third cities of China, I really want to buy a car, but it is indeed due to the influence of income, how much is the per capita consumption in China? He saw a lot of good cars, he wanted to buy 70,000 or 80,000 yuan, but he could only take out 40,000 yuan, and asked for 70,000 or 80,000 cars from the standard of 40,000 yuan. ”

Zhao Fuquan said at this time: "Many consumers do not have very high requirements for the price of domestic cars, and we Tianchen are now going down from the middle end, not to mention for the time being." Now from the perspective of efficiency, the profits of many manufacturers of joint venture brands are not so high, but why consumers feel that its price is high, that is, many automobile manufacturers have too high costs, and a large part of this cost is because they have no autonomy. ”

Shen Yuerong nodded: "Technology transfer fee." ”

Zhao Fuquan affirmed her statement, adding: "Technology transfer fees, parts procurement, including many marketing methods, such as 4S store marketing costs. In the first two years, when the automobile market went up, a lot of blind investment increased, which increased the cost of the industry, including the previous enterprises, one is the cost of foreign capital, and the cost of the old state-owned enterprises and society, which has caused many operating costs to be much higher than those of foreign countries. We calculate the average productivity of each person, we used to think that our labor is cheap, should be very low, but to calculate the productivity of others and our productivity, maybe our cost is higher, we really do domestic auto products, more manufacturers themselves in the production cost or to do work. This kind of work is long-term, it is impossible for manufacturers to reduce the cost all at once today, there is a gradual process, now predicting the price of cars in Huaxia always says that the decline is the general trend, of course, it is impossible to make it a day like the previous two years of substantial decline, the previous profits have been pressed, the rest is for the manufacturers to do deep efforts to reduce the cost, to reduce the price, is such a trend. ”

Shen Yuerong suddenly smiled and said: "Let's change the topic, I noticed that there is another phenomenon recently, what 77777,8888,99999, I don't know how Secretary Xiao and Mr. Zhao feel about this strategy?" ”

Under Xiao Chen's signal, Zhao Fuquan said first: "This kind of pricing, it is difficult to say whether it is reasonable or unreasonable, why do you say that my car sells 99999, I can sell 100,000, or I can sell 99998, for the manufacturer's pricing, it may be determined from the so-called good fortune head in the Chinese tradition or from the concept of marketing." It is not necessary to say whether the pricing is reasonable or unreasonable, any pricing is a price space, whether it is to attract the attention of consumers, or from the so-called marketing means, the way to generate pricing. ”

Xiao Chen is more direct: "It's more about attracting attention, and it doesn't have any special meaning." Like 33333, it may be set at 34000 or 33000, taking such a one, not necessarily a foothold. It's just eye-catching. ”

Shen Yuerong said: "I want to say that its positive effect and negative effect, the positive effect must be a profound price, never forget, no one can forget, everyone will not forget." Negative effects, for example, the sales director of Richter said that the sales performance in 2005 was very admirable and very good, but the price just said that both effects were eye-catching, and the second was to reduce people's gold content of his science. Second, the way this price may lead consumers is too eye-catching. Jirui sedan should emphasize a cost-effective price, and when it comes to something, it weakens this effect. He plays a role in weakening your pricing and design...... For example, your value, your value content, technical content, and the effect of market positioning will be weakened. ”

Jirui was created by Xiao Chen, but now it has nothing to do with him, but Xiao Chen still said: "Different strategies may be adopted in different periods, and this period needs to attract attention the most, so I use this method to attract eyeballs, I think it has reached a certain amount, and this year has passed, maybe next year will not use this method, more than a dozen cars will be set at this price, and there is no way to set it again." This strategy is to win by surprise, no one else can do this, and it just so happens that Gedeon has a few cars, which is suitable for this method, and it is successful. I believe that it must be phased, and it is impossible to always use this method. ”

Su Ning said: "I think the pricing of Jirui has also brought Huaxia Automobile to a position, saying that the car has to be discussed to determine one, who will care about this thing when buying a color TV or refrigerator at home, of course, it will be discussed, and it will be bought." Gedeon pricing tells you that the car is just a mass consumer product, and the pricing is within this range. Tell everyone, the car is nothing more, don't think too bizarrely. ”

Zhao Fuquan laughed: "The pricing of the car caters to the habit of catering to the common people Geely to an extreme, all manufacturers are priced either two thousand eight or two thousand six, all are absolutely eight and six, absolutely no four and three, all manufacturers have such a habit when pricing, but Geely is more extreme." Like a license plate nòng a Geely number, you ask for an 8, and he asks for 4 are all 8, the difference is more obvious, and other manufacturers are more subtle. ”

Xiao Chen also smiled: "Other manufacturers can't follow suit, imitation will have no effect, you are also thirty-three thousand three hundred and thirty-three, he is like this, and in the end there is no more." ”

Su Ning said with a smile: "Because Secretary Xiao, you used to be macro, and you just said that the price trend of Huaxia Automobile in 2006 was analyzed, what did you say just now?" ”

Xiao Chen said: "The overall trend is still declining, there is no doubt about this, everyone should not have too high expectations for price reductions." Second, the frequency of price reductions will be reduced, not like in 2004 often continue to reduce prices, 20 The third point is from the manufacturers, there have been some manufacturers in the past, some manufacturers have been in a passive position, this year may change, such as Volkswagen, is the first in action, from passive to active, this is Volkswagen's market share in the past two years has been declining, up to the turning point, indicating the so-called change. ”

Zhao Fuquan then said: "Just said that domestic cars, imported cars have their own characteristics, this year's impact on the price of imported cars is different from domestic cars, this year some imported car prices are rising, there are more reasons for the rise, for example, this year from the landing of the tax on this policy has made the dealer's operating costs rise a lot, as well as including the current exchange rate, and the change in the US dollar exchange rate, affecting the price of Japanese cars, the import price of German cars have a price change." In addition, there are some tariffs that will be adjusted from the last year of this year, and by July, they will immediately reach the final 25% tariff promised by the WTO, and the impact of this tariff on the price of imported cars is basically negligible. Including the implementation of brand sales management measures, the establishment of their own only agency for foreign manufacturers, the strengthening of foreign manufacturers' price and market control, these things may cause the price of imported cars to rise, and the price change trend of domestic cars is not the same. ”

Su Ning was about to speak, Xiao Chen's mobile phone suddenly rang, Xiao Chen took it out and saw that it was Ye Yiling calling.