Rebirth 99 to become a car giant.

Chapter 288 The right to speak in the car world

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

Some car companies that have not yet launched new cars have also released some plans for this year and publicized information about models that will be launched later.

After the cold winter of 2004...

In fact, the overall automobile market was also growing in 2004, but the growth rate was not as fast as in previous years. Everyone thought it was a little cold winter.

After entering 2005, the confidence of various OEMs quickly recovered.

Autohome has the deepest feelings about this.

The number of views on the entire website has increased by 50% compared to the same period, and various OEMs are also very active in advertising.

Joint venture car companies have high profit margins and are willing to invest in advertising.

When various new cars of independent brands are launched, they are also very willing to spend money to promote them.

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 did not send a soft article, and they did not intend to complete this task by directly sending a survey link."

"So I proposed a plan to them, which was to use an internal price leak method, and we would publish a breaking news report with half-truths and half-falsehoods."

“Then let’s combine the reactions in the comment area to see what everyone thinks of the price of the news.”

"Do you think this plan is appropriate?"

Yu Yu has now begun to take charge of the daily management of Autohome, while Zhang Fugui does not directly participate in detailed management most of the time.

But this time, BYD-related articles were a bit special, so Yu Yu wanted to see what Zhang Fugui's attitude was.

After all, this report, to put it mildly, is that Autohome and BYD are "deceiving" readers.

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

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

Zhang Fugui did not directly answer whether it was possible or not.

For him, as long as it doesn't break the law, it can increase Autohome's traffic and gain more recognition from OEMs and consumers, then things can be done.

"I think it's definitely possible."

"Not only will consumers be very interested, but colleagues in the industry will also be very interested."

“Maybe this can also provide other peers with a new opportunity to grasp the market direction.”

“Or a whole new way to promote it.”

"For example, from now on we can reveal some 'candid' photos of new car models every now and then."

"These so-called candid photos are actually photos provided by the OEM."

"But netizens will definitely find it more enjoyable to watch, the anticipation 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 if Zhang Fugui asked casually, he could tell one, two, three, four.

"If that's the case, then go ahead and try it boldly."

With Zhang Fugui's words, various breaking news about BYD S6 soon appeared on Autohome.

……

"Brother, the price of this BYD S6 is very competitive. It is almost 6 yuan cheaper than the Great Wall H1 and Chery Tiggo of the same level."

"This car uses many parts from Nanshan Group, and there are also a large number of stamping parts on the body produced by us."

"I think the company can buy a few of them and use them as official vehicles at that time?"

Guo Shufu was watching the news online early in the morning, and naturally saw the news on Autohome that the sales price of BYD S6 was exposed by employees.

As a supplier, you definitely need to purchase some customer models as official vehicles.

When the auto market is not good, 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, so that you can have another topic when chatting with the purchaser of the OEM.

"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 be relatively good, and you can indeed buy a few and use them."

"However, at their price, I think they are likely to sell very well. By then, let alone enjoying the supplier's preferential car purchase policy, we will have to wait for normal purchases."

Guo Shuyin also knows the situation of BYD S6.

This model has now been tested and tested, and there are many related photos and reports on the Internet.

The only difference now is that the sales price has not been announced.

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

"Great Wall Motors and Chery Automobile will probably feel the pressure by then."

When Guo Shufu said this, he couldn't help but add, "How about we buy two units of H6 and S6 by then."

"From now on, when people from Great Wall Motors come to our company, they will use H6 to receive them."

"BYD people came to confirm on site and used S6 to receive them."

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

As long as any parts company grows in scale, its customers will definitely diversify.

In this case, there are many things to consider when it comes to official reception vehicles.

For example, if you go to entertain people from a Mercedes-Benz, but you drive a BMW to pick them up, they will definitely feel unhappy even if they don't say anything about it.

If there is no problem in the first place, I will find some problems for you.

"Look at it."

"Although the price of S6 may be more favorable, we certainly cannot be persuaded to buy S6."

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

Guo Shuyin's current focus is on the hot stamping factory, and the purchase of official cars is completely left to his younger brother.

"oh, I understand now."

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

"Our headquarters uses some of Yangcheng Honda's Odyssey and BYD's S6 or F6."

Just after Guo Shufu finished speaking, Guo Shuyin couldn't help but add, "Remember to try not to use F6 to receive people from Yangcheng Honda."

……

"Mr. Wang, BYD is trying to make things difficult for us. Although their models have similar positioning, their S6 is going to be sold starting at 9.98 yuan, which is 1 yuan cheaper than ours."

"If this is the case, then the S6 will definitely have an impact on our H6."

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

For Great Wall Motors, H6 is their most important model this year.

They hope that the H6 can bring Great Wall Motors' development to a new level, thereby laying the foundation for the new SUV models being developed in the future.

Great Wall Motors has officially determined internally that it will focus on SUV models and take a path that is different from other OEMs.

Starting this year, all car-related research and development projects have been stopped.

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

"I have also seen this report, but this is news revealed by Autohome itself, not BYD's official selling price."

"Whether it is authentic or reliable, I think it needs to be reconsidered."

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

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

"Next step, you should focus on promoting this aspect to make everyone feel that Great Wall Motors' products are better than other manufacturers."

"As long as this impression is fixed in consumers' minds, even if BYD's models are really 1 yuan cheaper than ours, I don't think there's anything to worry about."

"Just like Xifeng Honda has not been particularly worried about our several self-owned brand models until now, our target consumers are completely different."

Wang Ying's vision is still very good, and he found the breakthrough point immediately.

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

At that time, she wondered if 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 increased by about a thousand yuan, Great Wall Motor gained far more than more than 1000 yuan.

She feels that the next step for the company's large SUVs can be to further expand the use of hot stamping parts and give consumers a safer impression.

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

"This is indeed a breakthrough point. Before other car companies have reacted, we will continue to promote it to consumers."

"I just heard that the new models of Modu Volkswagen and Spring City Volkswagen will also start to use hot stamping parts."

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

"It's just this promotional idea, there is no problem in using it this year."

"In the future, other car companies may immediately follow suit after seeing our results."

Lian Furong can be regarded as an old man in the automobile industry.

He also has a very good understanding of his competitors' methods and morals.

Great Wall Motors can use this kind of hot stamped parts, but can't they?

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

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

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

"There should be only two companies in China that have hot stamping production lines: Benteler and Yangcheng Huaqiang Factory."

"In terms of production efficiency, if there is no advance planning, even if you want to use it, it is easy to have problems with production capacity."

Wang Ying is not worried about his opponents 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 will not be able to live your life.

"That's true. Later, I asked Wei from the purchasing department to help me find out more and see if the Yangcheng Huaqiang Factory has any plans to build a new hot stamping production line elsewhere. "

“As long as we keep track of their movements in time, it’s easy to know the usage of hot stamped parts from other OEMs.”

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

This will affect some of their promotional strategies.

"Well, you decide the details yourself."

"Anyway, the use of hot stamped parts can establish the impression of Great Wall Motors' high safety. This matter must be regarded as a key promotional content of the sales department."

"Even on various forums, people can be arranged to spread knowledge in this area to everyone."

Following Wang Ying's instruction, Lian Furong quickly took further action.

On Autohome, there were also some more "hard" soft articles immediately.

"Xiao Lin, please study these articles from Autohome. These types of articles seem to be very popular among some people during this period."

Although the NetEase Auto Channel protects the "ladies as car models" section, its traffic has been increasing.

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

The car channel is just a project among NetEase's various channels, and it is impossible to devote all the company's resources to this field.

But Renjia Autohome is different. You can boldly try many things.

"Editor Fang, ordinary consumers may not understand these so-called hard-core articles. If we publish a large number of articles like this, it will have a bad impact on traffic, right?"

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

After all, as the main competitor, Lin Jiayan also contributes countless views to Autohome every day.

"You are right, ordinary consumers will definitely not be able to understand this kind of article."

"For example, the text in this article, 'The Significant Impact of Hot Stamping Technology on Automobile Safety,' contains information about austenite, martensite, ferrite, etc. Even the average person in the automobile industry may not understand Can understand."

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

"That kind of thing, even though I can't understand it, I just think it's awesome."

"It is also very beneficial to improve the professionalism of our channel."

"In addition, don't you find that this so-called hard-core soft article should be liked by a group of OEMs?"

"No matter how effective it is, as long as the OEM likes it, they are willing to pay, and that is enough for us."

Fang Dawen's perspective on problems is obviously better than Lin Jiayan's.

He could tell at a glance which articles on Autohome were normal news reports and which ones were soft articles.

Although the article on hot stamping looks very professional, it seems to be a popular science article.

But it was mentioned that Great Wall Motors H6 uses a large number of hot stamping parts in the cabin, and even put the hat of China's first hot stamping vehicle on the H6.

This obviously has a strong soft-text nature.

If Great Wall Motors had not provided advertising fees to Autohome, he would never believe it even to death.

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

"Then we may need to recruit a few more editors with science and engineering backgrounds. Otherwise, there will be a lot of professional vocabulary and it may be difficult for everyone to understand."

"It would be a bit embarrassing if I made a mistake then."

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

If the leader thinks it’s good, then go ahead and do it.

Why are you arguing so much?

"Don't worry, these articles can be modified based on the materials provided by the OEM."

"The bar is not that high."

Fang Dawen would not easily agree to join.

Being able to achieve the same performance with less cost, isn't this his achievement?