Rebirth 99 to become a car giant.

Chapter 184 The boss fights with the second child, the third, fourth and fifth are finished.

In China's equipment market, the most high-end ones are often dominated by European, American and Japanese giants.

Whether it is the machine tool industry, the medical device industry, or experimental equipment, they all conform to this pattern.

In the sub-tier market, it is often Korean or Wanwan manufacturers that rely on lower costs than giants and higher technology and quality than domestic manufacturers to drink up this soup.

Only the leftover scraps go to China's equipment manufacturers.

But in the stamping equipment industry, this situation was broken due to the emergence of Nanshan.

Throughout the first quarter, Schuler received almost no orders.

As a result, Lucas was naturally anxious.

He tried his best to persuade the headquarters to accept short-term price reductions.

As a result, the stamping equipment industry has become even more volatile.

Although the price of Schuler is not lower than that of Nanshan and Jier, it has dropped a lot compared to the previous price.

Currently, for the same 300-ton TDM press, Schuler’s price is already lower than that of Hyundai Wia and Wanwan Jinfeng.

Manufacturers who originally wanted to buy Hyundai Awia or Wanwan Jinfeng immediately took advantage of this opportunity to place an order with Schuler.

After all, although the price of Schuler is still about [-]% higher than that of Nanshan and Jier, many customers still feel that buying Schuler equipment is more reassuring considering the premium of the brand.

"Lucas, from the past April, our sales have recovered rapidly and have even exceeded the level of the same period last year."

"It's just that although these equipment are sold, we still make a loss, which is more troublesome."

Xu Dacheng's current mood can be described as ice and fire.

On the one hand, manufacturers proactively contact us every now and then to purchase Schuler presses.

On the other hand, when he saw the report shared by the finance department, his heart dropped.

If this continues, Schuler China will definitely have negative profits this year.

Although the turnover will be good by then, the bonuses will definitely not be optimistic.

“Preserve the market first, and then think about preserving profit margins.”

"Otherwise we won't have any future."

"With this opportunity, the headquarters can also further accelerate the pace of localization of our factories in China."

"I don't believe that with Schuler's hundreds of years of technology accumulation, after complete localization, it can still beat Jier and Nanshan."

It has to be said that European and American companies sometimes do much better than Japanese companies and Korean companies in terms of localization.

People are either unwilling to make it domestically or not. Once they judge that this kind of equipment can be made domestically, they will do their best to promote localization.

Obviously, most of Schuler's presses are now being considered for localization in China.

After all, according to the assessment of Schuler headquarters, China has mastered most of the press technology, and it has no other meaning except to give up the market to Chinese manufacturers.

"For small-tonnage presses, especially TDM presses, even after we localize them, it will be difficult to surpass local Chinese companies in price."

"Many of the manufacturers who purchase this equipment are small manufacturers, and they are very price sensitive."

"Unless the headquarters agrees to localize products such as 3000-ton TRF presses or 1000-ton PRG presses, I think it will not be that significant in improving the competitiveness of our products."

Xu Dacheng and Lucas are now grasshoppers on a rope.

So speaking is relatively direct.

This can be regarded as an advantage of European and American companies compared with Japanese and Korean companies.

The hierarchy between superiors and subordinates is not so strict. Most of the time, people below can speak out boldly if they have any ideas.

You won’t get scolded and then suppressed.

"We have already specially reported to the headquarters that Nanshan's 3000-ton multi-station press won the first prize of the China Science and Technology Progress Award."

"Now the 3000-ton multi-station press they supplied to Yangcheng Aipak has been installed. People from Aida even visited it and briefly shared some information with us."

"In this case, I believe the headquarters will soon agree to localize the 3000-ton press."

"At that time, even if our localization costs are still a little higher than Nanshan's, we can still grab market share together."

Lucas has never thought of making the cost of the press lower than that of Chinese manufacturers.

This is impossible.

He just wants Schuler's presses not to be too expensive than Chinese manufacturers.

Others sell it for 200 million, but you sell it for 300 million. It may be a bit difficult to sell it.

If someone sells it for 200 million and you sell it for 220 million, then you basically have a half chance.

Especially when facing European, American and other foreign customers, Schuler's brand awareness and reliability are much higher than those of Nanshan and Jier.

Many people are willing to accept a small price difference.

This difference in brand power really takes a certain amount of time to make up for.

Just like when everyone goes to buy a car, in 2002, you could sell an Accord for 30 yuan. Domestic independent brand models of the same size and equipment must be priced at least 15 yuan to sell well.

But by 2023, the price difference between BYD's Han DMI and Honda's Accord PHEV will only be [-] to [-], not to mention twice the price. Many people are willing to choose BYD.

This is the result of the continuous improvement of brand power.

However, if everyone has the same price, then consumers will most likely choose the Accord PHEV.

This also shows from another dimension that the improvement of brand power is not something that can be achieved overnight.

As for comparing brand power with luxury brands like Mercedes-Benz and BMW, it is even more difficult.

"What you said makes sense."

"It's best for us to convince the headquarters as soon as possible."

"Once the headquarters relents, we can start to reduce the price of large-tonnage presses, and start a price war with Nanshan and Jier in this field."

"I heard that Korea Hyundai Kia Motors, after establishing Xifeng Yueda Kia with Xifeng Group last year, is planning to establish Didu Hyundai Motor Co., Ltd. again with Didu Automobile Group this year."

"Obviously, everyone is optimistic about China's automobile market."

"At that time, whether it is the stamping workshop of the main engine factory or various stamping manufacturers, they will need to introduce a lot of stamping equipment."

"This is a very important opportunity for us."

"If we can seize this opportunity, not to mention crushing Nanshan and Ji'er under our feet, at least we can still have an equal share in the Chinese market."

Xu Dacheng no longer dares to underestimate domestic manufacturers such as Nanshan and Jier.

He also knew that Schuler could no longer suppress the opponent in all aspects.

Now his requirements are very low, that is, Schuler must continue to grow in China and continuously expand its turnover.

As long as you can do this, it's acceptable.

"Well, let's take action first while other manufacturers haven't fully reacted yet."

"When you communicate with people from Aida in the future, remember not to say everything."

“We were partners in the past, but we may be competitors in the future.”

"They are even opponents in the same situation as us. Sometimes they pose a greater threat to us than Nanshan and Ji Er."

Partners are sometimes meant to be abandoned.

Originally, Schuler and Aida were the main competitors in the international market.

Before, it was just to deal with Nanshan together, so they joined forces on the Chinese side.

Seeing that there was no point in joining forces with Aida to deal with Nanshan, Lucas immediately began to change his strategy.

After all, from now on, in addition to competing for the market with Nanshan and Jiji, Schuler must also find ways to steal share from Aida.

As for whether this will make Aida's life difficult, that's none of his business.

"Indeed, Aida's situation is very similar to ours. In the future competition, their harm to us will continue to increase."

"The best thing is to prevent all these competitors from being wiped out. In this way, if there are Nanshan, Jier and our Schuler in the entire Chinese market, competition can still be controlled within an acceptable range for everyone."

"I believe Nanshan and Jier don't want to keep fighting price wars. Everyone wants to make money."

When Xu Dacheng said this, Lucas couldn't help but nodded.

It is not unacceptable to coexist with Nanshan and Jier in the Huaxia Market.

As for the past attitude of looking down on Chinese equipment manufacturers, it has long since disappeared.

……

Hyundai Wia Huaxia Branch.

Sales Director Park Taijian came to General Manager Pei Zhengqing's office with some worry.

Taking advantage of the opportunity of Korean companies to significantly enter the Chinese market, Hyundai Wia has also developed rapidly in recent years.

Although the press is also imported from Goryeo, due to the geographical location, the delivery schedule will not lag much behind that of domestic products.

More importantly, the price of Hyundai Wia's press is a notch lower than the internationally mainstream Schuler and Aida.

Although compared with Huaxia equipment manufacturers, they are still more expensive.

However, considering that they are foreign brands and imported products, many manufacturers are still willing to consider choosing Hyundai Wia equipment.

This is especially true for Korean companies.

"Mr. Pei, just now the head of the purchasing department of Xifeng Yueda Kia told me that the press price quoted by Schuler to them was [-]% lower than ours."

"Although they still want to support us, Xifeng Yueda Kia is a joint venture after all, and they also have to consider the opinions of other shareholders."

"When we faced Shangji Er Machine Tool Factory before, although the other party's price was lower than ours, we could do some tricks on the technical parameters and other aspects, and there was still a high probability of getting an order."

"But now Schuler has also quoted a low price. Even if they want to help us, there is nothing they can do."

When Park Taijian said this, Pei Zhengqing immediately frowned.

The duck that reached its mouth actually flew away?

This is definitely no small matter.

"We are an affiliated company of Hyundai Motor. Instead of buying our equipment, they choose to buy Schuler presses?"

"Aren't they afraid that we will go to the headquarters to complain against them?"

Pei Zhengqing's first reaction was disbelief.

Then I felt that I had to go to shareholders to complain.

However, Park Taijian's words poured cold water on him.

"Mr. Pei, Schuler's presses currently surpass us in all technical parameters. Their SPM is 2 times/minute more than ours."

“The key is that their prices are lower than ours.”

"The brand power of Schuler presses is not something we can match."

"Even in this case, the other party told us that if we can lower the price to a price lower than Schuler, even if it is only 5% lower, they can continue to give us this order."

"But if our price is still 25% higher than theirs, then there is no chance anyway."

Park Taijian is still very clear about the profit margin of his own products.

As imported equipment, in order to open up the market in China, their own quotations are not particularly high.

Basically, each press retains less than 20% of the profit.

The price quoted to Xifeng Yueda Kia only had a profit margin of 15%.

Now it is simply impossible to reduce the price by another 25%.

How could Hyundai Wia engage in loss-making business?

"Schule's prices have always been higher than ours, so why are their quotes so low this time?"

Pei Zhengqing felt suffocated in his heart and could not vent it.

If Chinese equipment manufacturers offer low prices, he can do it right away.

Schuler in Germany did the same thing, but he didn't understand.

Are you trying to kill yourself?

"If the other party just wants to get orders from car companies, then it would be a bit unacceptable for us to lose the order. After all, we can make up for it by getting a large number of orders from other stamping manufacturers."

"I'm afraid this is just the beginning."

Park Tae Kin's mouth is like a crow's mouth.

For the next month, he received news of missing orders almost every week.

Even for some orders that have already been signed, the other party has to cancel the cooperation at the risk of paying liquidated damages.

As a result, the originally prosperous Hyundai Wia Huaxia Branch immediately fell into crisis.

Market share is declining at a rate that is visible to the naked eye.

And the one with a fate similar to that of Hyundai Wia is Wanwan Jinfeng.

Although it is well-known internationally, Wanwan Jinfeng is not very high.

However, in the 90s, many Wanwan investment companies used Jinfeng's equipment in large quantities, resulting in their relatively high reputation in the southeastern coastal provinces.

Many times, some manufacturers choose to buy Jinfeng products because they cannot afford imported products such as Schuler and Aida, and they look down on other domestic equipment manufacturers.

After all, emotionally, everyone is a Chinese manufacturer and can accept it.

But judging from the price and quality of the products, they are better than other domestic manufacturers.

Of course, these are all relative.

Seeing that equipment manufacturers like Hyundai Wia, which has a slightly higher positioning than Jinfeng, cannot survive.

Jin Feng's life naturally became sad immediately.

Originally, Nanshan Lianhe Ji Er was wrestling with the boss, Schuler, and everyone was watching the fun.

I even thought about whether I could take advantage of this opportunity to expand the market.

Unexpectedly, the boss and the second child fought, and the third, fourth and fifth were finished.