Throughout the first quarter of 2005, various automobile manufacturers in Huaxia launched several blockbuster new cars.

Some car companies that have not yet launched new cars have also released some plans for this year, and the information on the models that are ready to be launched later has been promoted.

After a little cold winter in 2004......

In fact, the overall car market is also growing in 2004, but the growth rate is not as fast as in previous years, and everyone thinks it is a small winter.

After entering 2005, the confidence of various OEMs has recovered rapidly.

Autohome has the deepest feeling for this.

The number of views on the entire website has increased by 50% compared with the same period, and the advertising of various OEMs is also very positive.

Joint venture car companies have high profit margins and are willing to advertise.

The launch of various new cars of independent brands is also very willing to spend money on promotion.

Anyway, the wool comes out of the sheep.

"Mr. Zhang, BYD wants us to help conduct a survey to see what consumers expect from the pricing of their new SUV models."

"But this time they didn't give an advertorial, and they didn't plan to send a survey link directly to complete this task."

"So I proposed a plan for them, that is, in the form of internal price leaks, we will cooperate with half-truths and half-truths to publish a breaking news report."

"Then let's combine the reactions in the comment area to see what everyone thinks of the price of the revelations."

"Do you think this plan is appropriate?"

Yu Yu has now begun to preside over the day-to-day management of Autohome, and Zhang Fugui is not directly involved in the management of details most of the time.

But like this time, BYD's related articles belong to a bit of special content, so Yu Yu wants to see what Zhang Fugui's attitude is.

After all, the bad thing about this report is that Autohome and BYD are "deceiving" readers.

The so-called internal leaks are completely made up stories.

"Do you think this way of leaking secrets can attract enough attention?"

Zhang Fugui did not directly answer yes or no.

For him, as long as he doesn't break the law, then he can make Autohome more traffic and get more recognition from OEMs and consumers, then things can be done.

"I think it's definitely possible."

"At that time, not only consumers will be very interested, but it is estimated that peers in the industry will also be very interested."

"Maybe this can also provide a new opportunity for other peers to grasp the direction of the market."

"Or maybe it's a whole new way of getting the word out."

"For example, in the future, we can break the news of some 'candid' photos of new models."

"This so-called candid photography is actually a photo provided by the main engine factory."

"But netizens will definitely feel that it is more enjoyable to watch, the sense of expectation will be stronger, and the publicity effect will be better."

Before Yu Yu came to report to Zhang Fugui, he had already considered all aspects of the problem.

So as soon as Zhang Fugui asked casually, he was able to say one, two, three, four.

"In that case, then you should be bold and try."

With Zhang Fugui's words, Autohome soon had various revelations about BYD S6.

……

"Big brother, the price of this BYD S6 is very competitive, almost 10,000 yuan cheaper than the Great Wall H6 and Chery Tiggo of the same level."

"There are a lot of parts from Nanshan Group that are used in this car, and there are also a large number of stamping parts on the body that we produce."

"I think the company can buy a few back as official cars?"

Guo Shufu watched the news on the Internet early in the morning, and naturally saw the news that the BYD S6 on the Autohome was exposed by employees at the sales price.

As a supplier, you must buy some customers' models as official cars.

When the auto market is bad, or when the sales of some models are not ideal, OEMs will also take the initiative to promote models to their suppliers.

In this case, it is better to take the initiative to buy a few cars, and when chatting with the procurement of the main engine factory, there can be one more topic.

"The engine and gearbox of BYD's S6 are provided by Nanshan Group, and many key parts on the car are also produced by Nanshan Group."

"The quality should still be relatively good, and you can indeed buy a few units for use."

"However, at their price, I think it is likely to sell very well, and when the time comes, we will not say that we will enjoy the supplier's preferential car purchase policy, even if we buy normally, we will have to wait for time."

Guo Shuyin also knows the situation of BYD S6.

This model has now been tested for test drives, and there are a lot of related photos and reports on the Internet.

Now the sales price has not been announced.

"This is also true, although BYD's experience in making cars is not as good as others, but many of the key parts they use are produced in Nanshan, which greatly covers up their weaknesses."

"At that time, Great Wall Motors and Chery Motors should feel the pressure."

When Guo Shufu said this, he couldn't help but add, "Why don't we buy two H6 and S6 at that time." ”

"In the future, when people from Great Wall Motors come to our company, they will use H6 to receive them."

"BYD's people came to the scene to confirm, and they used S6 to receive them."

"After all, in addition to Yangcheng Honda, Great Wall Motors and BYD are our two largest customers."

Any parts company, as long as the scale is bigger, the customers will definitely be diversified.

In this case, there are many things to consider in the official reception car.

For example, if you go to entertain people from Mercedes-Benz, but you drive a BMW to pick you up, even if you don't say anything about it, you must be unhappy in your heart.

If there is no problem, I will find some problem for you.

"Look at it."

"Although the price of the S6 may be more favorable, we certainly can't persuade us to buy the S6."

"If you take a comprehensive look at which OEM has the most people in the daily reception, you can buy more models from this company."

Guo Shuyin's current focus is on the hot stamping factory, and he is completely responsible for the purchase of official cars.

"Well, I see."

"When the time comes, all the factory cars next to Great Wall Motors will buy H6."

"We use part of Yangcheng Honda's Odyssey and BYD's S6 or F6 at our headquarters."

As soon as Guo Shufu's words were finished, Guo Shuyin couldn't help but add, "Remember not to use F6 to receive people from Yangcheng Honda." ”

……

"Mr. Wang, this BYD is going to get along with us, obviously the models with similar positioning, but their S6 is ready to sell for 99,800 yuan, which is 10,000 yuan cheaper than us."

"If that's the case, then the S6 will definitely have an impact on our H6."

Great Wall Motors, after Lian Furong and Wang Ying reported the latest marketing measures this month, they couldn't help but talk about other things there.

For Great Wall Motors, the H6 is the model they attach the most importance to this year.

They hope that the H6 will bring Great Wall Motor's development to a new level, so as to lay the foundation for the new SUV models that are being developed in the future.

Great Wall Motors has officially determined that the main goal is to take SUV models as the main goal and take a different direction from other OEMs.

Since this year, all research and development projects related to cars have been stopped.

The two models under development are also two SUVs that are larger and smaller than the H6.

"I have also seen this report, but this is the news that Autohome broke the news by itself, not the official price of BYD."

"Whether it's real and reliable, I think it also needs to be reconsidered."

"However, one thing is certain, and that is that BYD's S6 model does not use any hot stamping parts."

"But our H6 has 12-point hot stamping parts on it, which provides very safe protection for the people in the car."

"In the next step, you should focus on promoting this aspect of things, so that everyone feels that Great Wall Motor's products are better than other manufacturers."

"As long as this impression is fixed in the minds of consumers, even if BYD's model is really 10,000 yuan cheaper than ours at that time, I don't think there is any need to worry."

"Just like Zephyr Honda has not been particularly worried about the models of several of our own brands until now, everyone's target consumers are completely different."

Wang Ying's vision is still very powerful, and he found a breakthrough point at once.

Of course, Cao Yang had also communicated with her before this breakthrough point.

At that time, she still thought that it was because Cao Yang wanted to sell the hot stamping production line of Huaqiang Stamping Factory to Great Wall Motors.

Now it seems that this arrangement is still very good.

After using hot stamping parts, although the cost has risen by more than 1,000 yuan, Great Wall Motors has gained far more than 1,000 yuan.

She thinks that in the next step, the company's large SUV can further expand the number of hot-stamped parts and give consumers a safer impression.

This kind of investment is obviously more cost-effective than adding airbags and the like.

"This is indeed a breakthrough point, and we continue to promote to consumers before other car companies react."

"It just so happened that I heard that the new models of Modu Volkswagen and Chuncheng Volkswagen will also start to use hot-stamped parts."

"When the time comes, several pieces of information will corroborate each other, and consumers will definitely agree with our promotional views."

"It's just this propaganda idea, and there is no problem with using it this year."

"In the future, maybe other car companies will follow suit immediately after seeing our effect."

Lian Furong is also an old man in the automotive industry.

He also knows very well about the means and virtues of his competitors.

This kind of hot stamping parts, Great Wall Motors can use, can't they?

Even Yangcheng Huaqiang Factory will take the initiative to go to various OEMs to promote it.

"When everyone sees the results of us, it will be at least in the second half of this year."

"Even if they want to follow suit, it will take time."

"The hot stamping production line should only be available to two companies in China, Benteler and Yangcheng Huaqiang Factory."

"As for the production efficiency, if you don't plan in advance, you just want to use it, and the production capacity is also easy to have problems."

Wang Ying is not worried about the opponent following suit.

In the automotive industry, as long as one thing is good, other manufacturers will definitely follow suit.

If you worry about this, you won't be able to live that day.

"That's the same, I also asked Wei from the purchasing department to help me find out more about it to see if Yangcheng Huaqiang Factory has any plans to build a new hot stamping production line in other places."

"As long as you grasp their movements in time, it is easy to know the use of hot stamping parts from other OEMs."

Lian Furong, as the head of the sales department, is very interested in the news of competitors' equipment configurations.

This affects some of their promotional strategies.

"Well, it's up to you."

"Anyway, with the help of the use of hot stamping parts, we can establish the impression of high safety of our Great Wall Motors, and this thing must be regarded as the key publicity content of the sales department."

"Even on various forums, you can arrange people to popularize this knowledge to everyone."

With Wang Ying's instructions, Lian Furong soon had further action.

On Autohome, there are also some more "hard" advertorials immediately.

"Xiaolin, you study these articles of Autohome, and their type of articles seem to be very popular with some people during this time."

Although NetEase Auto Channel relies on the section of "Lady as a Car Model", the traffic has been increasing.

But the increase is obviously not as good as that of Autohome.

The car channel is just one of the projects in NetEase's various channels, and it is impossible to put the resources of the whole company in this field.

But the car home is different, and many attempts can be bold.

"Editor-in-Chief Fang, these so-called hard-core articles, ordinary consumers may not be able to understand them, if we publish a large number of articles like this, it should have a bad impact on traffic, right?"

Lin Jiayan just glanced at the articles that Fang Dawen said, and knew what was going on.

After all, as the main competitor, Lin Jiayan also contributes to Autohome every day I don't know how many views.

"You're right, ordinary consumers definitely can't understand this kind of article."

"For example, the text in this article 'The Significant Impact of Hot Stamping Technology on Automobile Safety', what austenite, martensite, what ferrite and the like, even ordinary people in the automotive industry may not be able to understand."

"But you don't think that this kind of incomprehensible content can sometimes give people a very different feeling."

"I can't understand it, but I just think it's amazing."

"It's also good for improving the professionalism of our channel."

"In addition, don't you find that this so-called hardcore advertorial should be liked by a group of OEMs?"

"No matter what the effect is, as long as the OEM likes it, they are willing to give money, and this is enough for us."

Fang Dawen's vision of the problem is obviously better than Lin Jiayan.

The articles on Autohome, which are normal news reports and which are advertorials, he can see at a glance.

Don't look at the hot stamping article, which is very professional, it seems to be a popular science article.

However, it mentioned that Great Wall Motor's H6 cabin used a large number of hot-stamping parts, and even installed the hat of the first hot-stamping vehicle in China on the H6.

This obviously has a strong advertorial nature.

If Great Wall Motors hadn't given Autohome advertising money, he wouldn't have believed it.

Even a few days ago, when the price of BYD Auto's S6 was revealed, he felt a little different.

"Then maybe we need to recruit a few more editors born in science and engineering, otherwise it may be difficult for everyone to understand a lot of professional vocabulary."

"It's a bit embarrassing to get it wrong."

Lin Jiayan felt Fang Dawen's determination, but she didn't argue about anything.

If the leader thinks it's good, then do it.

Why are you arguing so much?

"You don't have to worry, these articles can be changed on the basis of the materials provided by the OEMs."

"The bar isn't that high."

Fang Dawen will not easily agree to add people.

Being able to do the same performance at a lower cost isn't that his achievement?

(End of chapter)