Three weeks after C3C was brought back to China, Top-Gear's program for Arctic aired, which was the highest in the UK and surpassed 30 million internet viewers in just one day, and was broadcast 16 million times in a single day on the Chinese network alone

For the people in China, Dongchen Automobile represents not only the car itself, but also the top automobile manufacturing level in China, and it is the pride of the Chinese people, first S3C reigns in Germany and kills all sides, and then C3C Extreme Realm shines in the UK, even the people who do not understand cars and do not love cars also respect Dongchen.

The success of C3C is worldwide, the most eye-catching thing about the original S3C is not her four-wheel drive system, but her engine technology, but C3C Extreme Realm has raised the passing ability and comprehensiveness of civil SUVs to an unimaginable height, which is the true meaning of "Extreme Realm".

The world's media are amazed, they all believe that China's automobile industry has formed a unimaginable leaps and bounds in a short period of time, this rapid development is not to catch up with their gap with the West, but to skip the process of catching up, directly formed its big score in the industry, because of the automobile industry, can be regarded as a mirror of industrial manufacturing, can make a good car country, the industrial base is very strong, such as the United States, Germany and Japan, so, Naturally, the Western media elevated Dongchen's success to the status of the international situation, and on the one hand, they vigorously criticized the domestic automobile manufacturing industry. On the other hand, it is also bringing up the old story of the China threat theory.

After the show aired, the only silence was Dongchen itself, which only announced on its official website that the latest four SUVs would go on sale in a month, and there was no public statement in the whole of Dongchen. And he didn't give any kind of media or interviews.

Just as we were getting closer to the launch of the Tungchen C series, Toyota announced a decision that shocked the world by selling all its models in China. The price reduction is about 10%, this price reduction is a unified price reduction from Toyota to the dealer, and Toyota strictly prohibits any dealer from refusing to implement the price reduction request in any form. It is strictly forbidden for any dealer to reduce the price of the curve in the form of discounts, trade-ins and upgrades, and Toyota's price reduction strategy is directly reflected in the major dealers, and the retail prices of all cars are reduced overnight.

Toyota's three best-selling cars, Corolla, Camry and RAV4, have been lowered by nearly 12% across the board, and the market performance is: a Camry priced at 200,000 yuan, the latest price is only 176666.

As the world's highest-selling car brand, Toyota's price cut can be described as an uproar. Media commentators believe that Toyota is worried that Dongchen will have a huge impact on its market, so it preemptively cuts prices to protect the market, but in Zhang Wenhao's view. Toyota is calling on other car brands to play with itself.

Although Dongchen Automobile's S3C and C3C have fought two beautiful battles in succession, for other automobile manufacturing giants, Dongchen is still not afraid, a car brand with an annual output of not even 500,000 units, even if the product is strong, it is impossible to impact the giants within three or five years. Therefore, they have not launched the most heartfelt response policy for Dongchen, but Toyota is so sensitive to the C3C just after meeting the world to reduce the price of all the offline, the purpose of which is not only to keep the market, but also to squeeze its own market share to the greatest extent.

A 2.0 naturally aspirated Dongchen S2, priced at 218888, a 2.5-liter Toyota Camry, the original price is about 250,000, after the price is lowered, the price is also about 220,000, S2 has long been out of the current car supply market, but Camry has a huge holding, even if it sets off a rush to buy, they can also deal with it calmly, so that S2 potential customers are very likely to switch to Camry and the like because of waiting and price factors. …,

Shortly after Toyota announced the price cut, Toyota's sales of a full range of models increased suddenly, just the first day of the price cut, the orders sold and booked out were close to the sales data of the whole week of the previous week, if Toyota snatched away Dongchen's potential customers in this way, then after Zhang Wenhao's production increased, it would enter an extremely embarrassing situation: the output went up, but the buyers dropped greatly!

The vast majority of car consumers buy cars for practical purposes, and the vast majority of consumers will never reinvest in the short term, ninety percent of China's car owners only have one car, which also means that once these users buy other brands of cars, then, within three or five years, he basically will not make a second investment, when the time comes, they drive Camry, how can Dongchen let them give up Camry, and instead buy a large number of S2 in stock?

Moreover, Toyota's doing so will definitely affect the changes in the entire industry, that is to say, other automakers cannot sit idly by and watch Toyota cut prices, in the short term, they will definitely take action, if the entire industry cuts prices across the board, then the next development of Dongchen may be very difficult.

Just when Zhang Wenhao was actively looking for countermeasures, Director Liu asked Zhang Wenhao and Nie Minhui to have an interview in Yanjing, and the content of this interview, Director Liu did not disclose in advance, when Zhang Wenhao arrived at the interview location, Director Liu and Nie Minhui had already arrived.

Nie Minhui saw Zhang Wenhao coming in, and said with a smile: "Wenhao, your Dongchen Motor's influence is really big enough now, even giants like Toyota are forced to cut prices across the board, sacrificing more than 40% of their profit margins, this time, the blow to them is not small." ”

Zhang Wenhao smiled bitterly and said, "Aunt Nie, I'm worried about this." ”

Secretary Liu on the side asked with a smile: "Comrade Xiao Zhang, Toyota's price reduction means that they have felt the huge pressure brought to them by Dongchen, and the appearance of Dongchen has brought such a great influence to the entire industry, which is a good thing!" ”

Zhang Wenhao smiled awkwardly and looked at Director Liu. Said: "Director Liu, don't joke with me, you came to me, presumably because of this incident, right?" Aunt Nie doesn't work in the automobile industry, she may not be able to see the current sinister situation clearly for a while, but you should be like Spiegel in your heart, right? Otherwise, you wouldn't have met me so soon. ”

Secretary Liu smiled silently, and Nie Minhui on the side asked with a surprised face, "Wen Hao." Is the current situation sinister? ”

Zhang Wenhao nodded and said, "I won't tell you, Aunt Nie." Now Toyota has just lit the fuse, and if this bomb does explode, it will have too much impact on me. ”

Director Liu said with a little surprise in his eyes: "Comrade Xiao Zhang." Why don't you tell us what you think? ”

Zhang Wenhao sat opposite the two and said: "Toyota has cut prices, public opinion is in an uproar, and it is impossible for other auto giants to sit idly by, otherwise, they will not only have to face the impact of Dongchen, but also face the impact of Toyota, and the impact of Toyota is much more powerful than the impact of Dongchen." ”

Nie Minhui asked curiously, "Why?" ”

Zhang Wenhao said: "Dongchen's impact is from consciousness. The successive launch of several models and the worldwide acclaim, these are all false, I have no ability to translate into real productivity in the short term, and the impact on the market is not great, but Toyota is different. Their annual output is nearly 10 million, and if they are overloaded, they have at least 30% upside, coupled with their own holdings, the impact on the market is absolutely stormy, such a big influence. It is impossible for other car brands to sit idly by and believe that they will react soon, and the only reaction they can do is to follow Toyota to cut prices. ”…,

Saying that, Zhang Wenhao said: "Toyota's hand is too poisonous, if the entire industry starts to cut prices, cash consumers and potential consumers will be robbed by them." ”

"Potential consumers?" Nie Minhui frowned, and seemed to have thought of one of them, but she has always been in the business of steel and other materials, and she doesn't know much about the automobile industry, so it will be difficult to sort out for a while.

Zhang Wenhao said: "For example, A has always wanted to buy Mercedes-Benz C63, but after S3C came out, he found that S3C is more cost-effective than C63, but, S3C has to wait for a while, he feels that S3C's cost performance is worth waiting for a few months, but, one day C63 price reduction of two or three hundred thousand, then he will re-weigh these two cars, and the price reduction of two or three hundred thousand is likely to make him give up Dongchen and choose C63, once he chooses C63, then, S3C has an existing car in the first half of the year, and he will not consider it. ”

Speaking, Zhang Wenhao said: "Whether it is S3C, or S1, S2, S3 favored users, Dongchen grabbed from other brands, if all competitors are cutting prices, then Dongchen's models may lose a large number of cash users, these users will directly switch to the camp of other brands, and so the cash in their hands has been converted into products of other brands, how can Dongchen compete with those brands?" ”

Speaking of this, Zhang Wenhao paused, and said: "As for potential users, this is even more terrifying, many users who are not ready to buy a car in the short term, after the popularization of this price reduction, they are likely to choose to make a move, if there are 10 million people in China planning to buy a car during this period, then this price reduction, will allow a large part of these 10 million people to buy directly, it is as if they not only let the senior high school students graduate normally, but also let the first and second high school students graduate early, and the potential users are consumed by them in advance, Once Dongchen has sufficient production capacity, it will find that at that time, there are very few potential users, and even the demand of the entire market will decrease, and Dongchen is likely to have overcapacity. ”

Nie Minhui's brows furrowed even tighter, and she blurted out: "Then if that's the case, I'm afraid the entire industry will fall into a trough at that time, right?" ”

"That's right." Zhang Wenhao nodded and said: "The market is saturated at an accelerated pace because of price reductions, and it takes time to cultivate deep potential users, and the entire industry will fall into a trough, but the market is saturated by them, that is, they have sold a large number of products in advance before entering the trough, although the profits are lower, but after all, there is something to earn, but at this stage, Dongchen can't make anything cheap because of insufficient production capacity, and after the entire industry enters the bottom, Dongchen has nothing cheap to make, so that Dongchen has been suffering from beginning to end. ”

Nie Minhui sighed and said, "I thought they couldn't stand Dongchen's pressure. I can only lower my price, I didn't expect there to be such a dangerous insider, according to what you said, they consumed cash users, and consumed potential users, and when Dongchen really has high production capacity, will there be such a situation: the entire market. Those who have the idea of buying a car have already bought products from other brands, and even those consumers who were originally planning to wait for a while before buying have also bought in advance. ”

Officer Liu on the side nodded and said, "That's right, that's it." This is also the core of the Ministry of Commerce and the Ministry of Finance's worries, their price cuts will accelerate early consumption, and the whole market is like a fish pond. Originally, they only caught more than two catties, but their price reduction will make this mark drop to one and a half catties or even lower, and Dongchen's positioning is higher than the bottom limit of two catties, when the time comes, there will be no fish in the fish pond that Dongchen can fish, and then Dongchen will either lower the bottom limit, or, it is struggling, waiting for the saturated market to enter the balance cycle again. Of course, it also depends on how long they want to maintain this price reduction strategy. ”…,

Zhang Wenhao sighed and said: "That's why I'm at a loss, if the price reduction is unified in the entire market, Dongchen will not be happy." After all, the vast majority of the users we target are still ordinary users, and they rarely make a second investment within three years after the first purchase. ”

Director Liu smiled slightly and said, "This is also the key reason why I am looking for you." Your current production capacity is the biggest problem, if you have enough existing cars to directly impact the market, then even if they reduce the price, it will be difficult to make up for the gap between their products and Dongchen. ”

Zhang Wenhao was overjoyed in his heart, and asked with a smile: "Director Liu, you said this, did the above already think of countermeasures for me?" ”

Director Liu said with a smile: "We can't think of countermeasures for you, but we can still help with some hardware." ”

Speaking, Director Liu said: "Several state-owned automobile manufacturing industry, are in joint venture production with foreign brands, but the state has always had its own reasons for joint venture production, that is, to help state-owned enterprises grow and progress, now China Shipping Automobile, North Motor, Yanjing Automobile and FAW, Second Automobile in addition to the joint venture production line, have their own private brand production line, if you are interested, we can follow the cooperation model with BAIC and Dongfeng." ”

Zhang Wenhao was surprised and asked, "Is this feasible?" The production line I cooperate with BAIC and Dongfeng is a military vehicle production line, and those you are talking about are all civilian vehicle production lines, if I use their production line, what about their own brand? They're not going to sacrifice their own brand to be my competitor, right? ”

Director Liu said with a smile: "So, this kind of cooperation is also conditional. ”

"On what terms?"

Director Liu smiled slightly, and said: "First of all, the sales of these state-owned brands have not been very good, take FAW's Besturn, the annual sales volume is only more than 100,000 units, but the production capacity of their own production line is far beyond this number, so if you really cooperate, they will not lend you the production line comprehensively, but lend you their excess production capacity, as for the conditions, you also know that the scientific and technological level of state-owned brands has been lower than the technical level of the West, Japan and South Korea, and domestic brands have also been seeking breakthroughs, but we are running, Others are also running, and it is good to be able to keep up with the speed of others, but it is very difficult to catch up, so the above wants you to authorize the right to use Tungchen engine, and to a certain extent, enhance the competitiveness of state-owned brands. ”

"Engine?" Zhang Wenhao frowned, knowing that this kind of thing can't be agreed to casually, after all, the engine is one of Dongchen's housekeeping skills, if other brands are authorized to use it, wouldn't it be equivalent to the United States selling the F22 to China?

Seeing that Zhang Wenhao's expression was a little hesitant, Director Liu said with a smile: "Don't worry, the leaders also consider what you think, and it is impossible for you to directly take out the things you care about, but the above also gives you several options." ”

Zhang Wenhao asked, "What are the options?" ”

Director Liu said: "First, it is to directly authorize them to use Dongchen's engine; Secondly, you provide them with the new aluminum alloy used in the engine; If you don't want to do both, you can also develop some intermediate products that are slightly inferior to the performance of the Dongchen Freedom Engine and slightly higher than the engines of the same level on the market, and then license them to use, or license them to manufacture. ”

Zhang Wenhao nodded lightly and said, "The third one is acceptable, but now my own engine production line is at full capacity, how can I cope with the needs of so many brands?" I don't think it's better to let their engine production line stop completely, and then authorize me to use it, and I use it at the same time, fully responsible for the production of their own brand engines, I guarantee that the performance is slightly higher than the same level of engines on the market, but the price will be the same as the same level of engines. ”

Director Liu looked at Zhang Wenhao and laughed helplessly, and sighed: "Comrade Xiao Zhang, you are really shrewd in this abacus, in this way, you not only borrowed the excess capacity of their production line, but also robbed their engine production line, and the standard borrowed chicken and laid eggs!" ”

Zhang Wenhao also said with a smile: "It doesn't matter if you borrow chickens to lay eggs, the key is that I use their chickens to give them better eggs in return, and the chickens don't need them to raise, which is also a good thing for them." ”

Director Liu nodded, and said: "Toyota's wolf ambition is to use the position of the leading boss to lead the entire industry to defeat you, but we will also let them know that at this time, state-owned enterprises will also be in a group, and will not let the Dongchen family fight alone. (Your support is my biggest motivation.) )