Rebirth 99 to become a car giant.

Chapter 719 A new fierce battle begins with the Three Treasures of Diaosi

The auto market in 2011 was not very prosperous.

So after entering 2012, all car companies are working hard and want to work hard.

Otherwise, new factories that are put into operation one after another will bring pressure on excess production capacity.

Over the past many years, most car companies have not felt this pressure.

Now suddenly having to face this situation, many people are not used to it.

The best way at this time is to increase sales and absorb excess production capacity.

Therefore, after the Spring Festival, various car companies began to prepare for an increase in sales throughout the year.

If Changan MINI has fired the first shot at China's auto market in 2012, and Xingchen G9 has fired the second shot, then Modu GM is obviously preparing to take the third shot.

2012年2月15日，雪佛兰旗下全新中型轿车迈锐宝正式在华夏市场上市，此次上市的包括2.0L、2.4L两个排量5款车型，价格在17-23万元。

Su Huasheng naturally knew that Austin had high expectations for Malibu.

Later, they positioned their competitors as Toyota Camry and Honda Accord, hoping to resist these two models from conquering the market in North America.

"There is still a gap between its brand influence and that of Toyota and Honda."

Modu GM successfully became the number one winner in China's auto market last year. Austin originally counted on Malibu to contribute an additional 20 annual sales to Modu GM after it was launched this year.

But now everyone's brand power is actually about the same, and it's hard to say who is better than the other.

The market performance is so bad now, and he is also very worried.

However, it has been on the market for more than half a month, and the performance of Malibu is a bit bleak.

Austin was a little reluctant.

GM itself has the Buick brand, which has always been marketed as having a higher positioning than Toyota and other brands.

Although he didn't want to be like this, Austin really couldn't think of a better way.

The current pricing of the Malibu is basically very close to that of the Camry and Accord. This was Chevrolet's purpose of letting the Malibu compete with these two cars.

"Austin, although we don't want to admit it ourselves, in the minds of most people in China, Chevrolet is just a brand similar to Hyundai Motors or even Kia Motors."

As a result, it performed so poorly after it went public. It's no wonder that Austin is in a good mood.

Staying first is something that must be done.

How can he explain this to the headquarters?

"This is actually easy to understand. It's like many models of Chery and Geely. Their configurations are no worse than ours, but their prices are much lower than ours to sell them."

The sales department cannot shoulder this responsibility.

Chevrolet's internal positioning within General Motors is lower than Buick's. From this perspective, it seems normal that Chevrolet's brand influence is lower than Toyota's.

Compare the Malibu with models from Chery and Geely?

"Why don't Chinese consumers recognize it?"

"But since the launch of our Malibu, the terminal sales have been less than 2000 units, and there is no upward growth momentum at all."

Even if Su Huasheng and others had raised objections, it was of no use.

The first-generation Malibu was launched by Chevrolet in 1964, targeting the sports car market at that time.

"But the performance of our products in all aspects is no worse than that of Camry, and some equipment is even better."

The current sales volume is only a fraction of that of the Camry.

"Does your sales department have any ideas about this situation?"

Austin stared at Su Huasheng with an unkind expression.

"According to your opinion, Malibu can only have a future by lowering its price?"

"Even if there are two identical cars, one with a Chevrolet logo and the other with a Toyota logo, if the price is not discounted by more than 20,000 yuan, most people will still choose to buy Toyota products."

The car was very popular from the start, with sales reaching 20 in the first year.

In the United States, although Malibu's sales are unable to surpass these two competitors most of the time, the overall performance has actually been good, and it has basically achieved this goal.

This year it was introduced to China for sales for the first time, and Modu General Motors naturally positioned it in this way.

Every subsequent generation update has been relatively successful.

His first car was a Malibu, but Chinese consumers thought the Malibu was inferior to the Camry.

It is the top variant of the Chevrolet range, combining sporty design with a high level of standard equipment.

In this way, Zimodu General Motors can hit the high target of 130 million this year.

"Su, in February, whether it's Toyota's Camry, Honda's Accord, or Nissan's Teana, all sales exceeded 2 units."

So taking this opportunity, Su Huasheng said the most straightforward words directly.

General Motors regained its No. 1 position in the global market last year. If it loses its position this year, it will definitely need to analyze and confirm where it is holding it back.

Malibu has a relatively special status in Chevrolet's system.

When Su Huasheng said this, Austin's face became even more ugly.

At least that's how it is in China.

"The Malibu is not bad in terms of size, space or various configurations, and its appearance is still in line with the perceptions of most consumers today."

"So as long as the price can drop by tens of thousands of yuan, it can still be sold."

Su Huasheng gave a rather certain answer.

In China, as long as the price is low enough, there is no car that cannot be sold.

In this regard, Su Huasheng is still very confident.

If it doesn't sell, the price isn't low enough.

"Ten thousand dollars?"

Austin's eyes widened, "If the price is reduced by tens of thousands, wouldn't the company not be able to make money on this car?"

For Austin, he wants sales, but he also wants to make money.

If you lose money to earn money, although it can be used as a last resort, it is definitely not the best choice.

"We can lower the starting price, starting at 14.99, and then lower the price for the highest configuration, so as to attract consumers to buy our Malibu."

“Then we’ll see what the next step should be based on market performance.”

Su Huasheng saw that Austin seemed to be willing to compromise, so he gave a specific price reduction plan.

He must also hope that the sales of Malibu will increase, so that the performance of the sales department will be good at the end of the year.

As for making money, this indicator ranks second for the sales department.

"Since you think this is appropriate, then lower the price."

"But the monthly sales volume after the price reduction must reach more than 1 units, otherwise I will hold the sales department accountable."

Austin stared at Su Huasheng with a bad tone.

This made the latter feel a lot of pressure.

Less than a month after it went on the market, prices started to drop.

Although the price reduction does not necessarily need to be directly announced through official announcements at the beginning, the news will definitely spread in the industry in the end.

……

Before the launch of Malibu, Sonata and Kia K5 were the most cost-effective models among mid- to high-end sedans among joint venture car companies.

Especially after Chery Automobile and Nanshan Automobile Group led a group of independent brand car companies to encircle Korean car companies last year, Hyundai Motor specifically adjusted the prices of several key models in order to maintain its presence in the Chinese market.

Among them, the new Sonata and K5, which were just launched last year, are important models that support Hyundai Motor's business in China from a complete collapse.

Relying on these cars, Didu Hyundai barely maintained a monthly sales level of about 3 units, and Yueda Kia also maintained a sales level of about units.

Although it seems that Hyundai Motor still has monthly sales of about 5 in China, this is actually the level after cutting it in half.

According to historical data from the same period, in 2012, Hyundai sold 86 vehicles in China and Yueda Kia sold 48.

Now being able to do half of it is considered good.

Now that Malibu has received a big price cut less than a month after it went on the market, sales naturally increased significantly immediately.

Correspondingly, Hyundai's Sonata and Kia's K5 fell sharply immediately.

"Mr. Jin, we have basically figured out the reason. The sales of Sonata are declining rapidly. The main reason is that the price of Chevrolet Malibu has been reduced."

"Their price reduction is not just a little bit, it's almost 3 yuan."

"As a result, the Sonata's price/performance ratio suddenly becomes not that high."

Li Jingtai reported to Jin Chenglin in a very depressed mood.

He only came to China last year to serve as the head of the sales department of Imperial Hyundai. It can be said that he has not enjoyed the dividends of Imperial Hyundai's rapid development.

Instead, I came back when I was at my lowest point, and I still haven't come back.

Seeing that sales were on the rise thanks to the Sonata, which was just launched last year, it quickly encountered new resistance.

Facing the attack of China's independent brand car companies, relying on the appeal of the Hyundai brand, although the sales of Hyundai have dropped sharply, they have not completely collapsed.

But now that Malibu is counterattacking again, the situation is different.

After all, although Chevrolet's brand influence is not as good as Buick, it is not worse than Hyundai.

It can be said that Imperial Capital Hyundai has become a sandwich biscuit.

Downward, China's independent brands are rising, and they have little room to continue to decline.

going up?

Ha ha!

Think more!

“Didn’t Malibu just go on the market in February?”

"It's not even a month since the big price cuts started?"

"Are they afraid of completely ruining the brand?"

Jin Chenglin was also speechless.

This kind of price reduction begins as soon as it is launched, which is very rare in the Chinese auto market.

It's even harder to see in joint venture car companies.

In most cases, the discount range for models in the first year on the market is within 1 yuan.

A price reduction of 3 yuan is usually only done before a new model is launched to clear the inventory of old cars.

As a result, less than a month after it was launched, Modu General Motors has begun to expand its strategy.

How does this leave competitors to survive?

If you want to die, don't drag everyone with you.

"General Motors is probably under a lot of pressure to maintain its No. 1 position in the world this year, so General Motors is placing great emphasis on sales this year."

"Although Malibu probably won't make any money after all this trouble, the Buick brand can still make money."

"Overall, the return rate of Shanghai General Motors should be much better than that of American General Motors. They are not afraid of not being able to make a difference."

"Judging from the current situation, after the price reduction of Malibu, sales immediately increased."

When Li Jingtai said this, Jin Chenglin's face became even more ugly.

<divclass="contentadv">Why can the sales of Malibu increase?

That must be because it has taken share from the Sonata and Kia K5.

The market for mid- to high-end sedans is relatively fixed, or relatively stable.

Accord, Camry, and Teana rushed to the front, followed by models of the same class from General Motors and Volkswagen.

Then Sonata and K5 took a sip of soup.

Now that Malibu comes out, they don’t even give them soup anymore!

If Teitu Hyundai does nothing, Jin Chenglin estimates that Sonata sales in March will plummet to less than 3 units.

Even less.

Because consumers who buy Sonata will generally go to several other 4S stores with models of the same level to take a look.

Chevrolet sales will definitely do some guidance by then.

And consumers are not blind. How can they buy a more expensive car then?

Why would those consumers look at the Sonata instead of buying a Camry? Isn't it because they want to get a cheaper price?

Now that there are cheaper options, need we say more about the results?

"In addition to lowering prices, do we have any other options?"

Jin Chenglin was a little unwilling.

Sonata's profits are not high to begin with. If prices continue to be reduced, there will really be no money left.

However, Li Jingtai answered his question with silence.

At this time, Jin Chenglin naturally knew what the answer was.

"Then lower the price!"

"We maintain the same price as Malibu. As long as they follow the price reduction, we will follow suit."

"Anyway, we can't be outdone by them because of the price issue."

Jin Chenglin gritted his teeth and finally chose the guaranteed sales volume.

After all, sales were already so ugly. If it continued to decline, he didn't know how to explain it to the headquarters.

After all, there were still some reasons that could be cited last year, but the reasons now are no longer tenable.

The price of the Sonata has been reduced, and Yueda Kia has naturally also lowered the price of the K5.

Of course, this effect is also immediate.

Although the sales volume has not directly returned to the peak period, it can be regarded as a recovery of 80%.

The remaining 20% ​​was basically eaten by Malibu.

However, there is a sudden big price cut, and many people who have just bought a car must be very unhappy.

Su Huasheng at Chevrolet was not a free man, so he naturally had to arrange for someone to make good use of this matter.

Therefore, it is normal for many Sonata and K5 owners to go to 4S stores to cause trouble, or to express dissatisfaction on the Internet.

This has had some impact on the Sonata and K5.

The struggle between these three models can be regarded as a relatively eye-catching event in the Chinese auto market in March.

"Editor-in-Chief, I saw a post on the forum yesterday saying that the Chevrolet Malibu, Hyundai Sonata and Kia K5 are the three treasures of losers."

"I think this topic should be quite interesting. How about publishing a few separate articles to discuss this topic?"

Lin Jiayan came to Fang Dawen with great interest and reported on the focus of this week's topic selection.

Those who work in the media must be able to cause trouble.

Otherwise, if there is no topic, the reading volume of the article will not increase.

After all, when people come to watch the news, the point is to see something “new”.

If you don’t do gimmicks and have the same content every day, who would be interested?

"Three Treasures of Diaosi", once this word is put on the title, it will obviously attract many people's clicks.

As long as it gets clicks, it's a good article.

"I also noticed the competition between their three models."

"Speaking of which, these three cars are still very new. They have been on the market for less than a year, and the Malibu has not been full for a month."

"It turned out to be like this. It's really interesting."

As the editor-in-chief of NetEase Auto Channel, Fang Dawen is naturally very interested in news in the automotive industry.

He basically knows when each OEM launches new models and what interesting things happen in the industry.

This time is no exception.

"Yes, the more this is the case, the more troublesome it is."

"If this gimmick works well, we can do a few more in the future, which will also be very beneficial to increasing the influence of our website in the automotive industry."

"Last year, the automobile market was not so prosperous. This year, all OEMs have increased their advertising."

"If we want to get more advertising share, we definitely need to think of some ways."

As a media, it is difficult for advertising revenue to continue to rise unless something is done.

Both Lin Jiayan and Fang Dawen are very clear about this.

Although the name of a marketing gimmick like "Three Treasures of Diaosi" is not good-sounding, everyone from Chevrolet to Hyundai would be happy to see it come to fruition.

After all, in publicity work, the biggest fear is not that the reputation is not very good, but that there is no topic.

"Then let's use the 'Three Treasures of Diaosi' as a test to see if we can create more gimmicks."

"You can even test the waters on the forum in advance, and then communicate with the marketing staff of the corresponding OEM to see what the other party's reaction is."

Fang Dawen directly gave Lin Jiayan such an instruction, and Lin Jiayan's work would be easy.

She is taking Shang Fang's sword to "blackmail" the OEM.

……

Among China's professional automotive media, Autohome is the well-deserved leader.

However, Autohome will not completely ignore the development of other competitors.

After all, in the field of publicity, you are the boss today, but something different may happen in a few days.

As long as people create a few exclusive hot news, they can increase traffic in a short period of time.

And if this kind of hot news can continue, its influence will rise rapidly.

The decline of one media and the rise of another often happen inadvertently.

"He Ling, the topic of 'Three Treasures of Diaosi' has been very popular these days. NetEase Auto seems to be trying to cause trouble."

"You have to keep an eye on it."

Yu Yu vaguely sensed some new publicity methods from NetEase Auto.

Although it is impossible to easily surpass Autohome with these means, there is no sign of this.

"I have also seen that in addition to 'Diaosi Sanbao', there are also other label words appearing in NetEase Auto's forum."

"I feel like the other party wants to use this thing to make a fuss."

He Ling's vision is naturally not bad.

Every day after going to work, she would first pay attention to what is the hottest news at the moment.

The sudden rise of the three diaosi treasures will naturally attract her attention.

"This method seems to work well. We can consider learning from it."

"For example, make a king of the desert, a king of off-road, or three off-road treasures and other words to market it well."

"Even if it doesn't have a very good effect, at least it can disrupt the pace of NetEase Auto's publicity."

Yu Yu cracked NetEase Auto's offensive with a simple imitation.

Anyway, I didn't plagiarize. Even if you know that I'm trying to hack, there's nothing you can do about it.

"This plan is good. It just so happens that the Xingchen Motors G9 will be launched this year. It is currently very popular. We can come up with a few terms around the G9, and maybe it will bring unexpected surprises."

The biggest purpose of Autohome's existence is to serve Nanshan Automobile Group.

Although this positioning has never been written in any document, it has always been engraved in He Ling's mind.

Whatever she does, she always thinks of this purpose.

This is also an important reason why she can sit firmly in her current position.

Naturally, Yu Yu had no objection to He Ling's proposal.

Soon, all kinds of terms were flying all over the Internet.

And this situation will naturally make some netizens become numb, and the effect is not necessarily very good.

But at least the popularity of NetEase Auto’s “Three Treasures of Diaosi” has been largely wiped out.

This made Lin Jiayan very angry.

But it was useless for her to be angry.

What they use is an upright conspiracy.

If you want to resist, that's no problem.

……

"Mr. Cao, the various gimmicks created by Autohome and NetEase Auto Channel have a pretty good effect on promoting the models."

"The popularity of our G9 has become much higher these days."

"I think several brands under Nanshan Automobile Group can discuss some 'hats' internally, and then let Autohome promote and hype these hot words."

"In the future, when everyone gets used to it, whenever they think of this type of car, they will think of our corresponding model."

As a marketing master, Zeng Tingting naturally knows how to combine changes in the field of publicity to benefit Nanshan Automobile Group.

"Labeling" has both good and bad qualities.

If someone gives you a bad label, it may affect you for many years to come.

But on the other hand, as long as you make good use of it and have a good hat, you can really enjoy countless benefits.

For example, whether it was "ABB" or "BBA", Mercedes-Benz, BMW and Audi enjoyed countless dividends.

This label has saved each of them at least more than 100 million in advertising fees.

"Okay, but don't push it out in one go. That won't be very effective."

"Then we will give priority to models with relatively large sales volume, and then slowly expand to all models later."

"Then the point of view we choose must be persuasive. If everyone doesn't agree with it at all, it is meaningless."

Naturally, Cao Yang had no reason to object to Zeng Tingting's proposal.

A label is really important.

Otherwise, there is no sense of existence.

This is very detrimental to improving visibility.