Rebirth 99 to become a car giant

In the 1960s and 1970s, many restaurants had slogans such as "It is strictly forbidden to beat customers," "Never beat customers without reason!", "It is strictly forbidden to scold or scold customers!" which are difficult for people to understand today.

At that time, restaurant waiters were definitely very good, but they were not comparable to today's waiters.

However, although stores no longer have such slogans, it does not mean that such things do not exist anymore.

In the past two days, a video of less than 4 minutes has been popular on the Internet, and the number of views soared to more than 1 million within a few days.

The title of this video is extremely eye-catching - "Toyota owner was beaten violently while defending his rights at a 4S store, had his hands tied and was thrown to the side of the road."

The video comes from the Urban Channel of Zhongyuan TV Station.

Normal people know that there must be a story and a reason behind a video like this.

But given that the auto market is very hot and many 4S store sales managers have a rude attitude, this video immediately caused dissatisfaction among many people.

Many people share their unpleasant experiences of buying cars on the Internet.

This has led to the popularity of Toyota's "bundling door" remaining high.

Regarding this situation, Toyota did not think about how to deal with it at first. Instead, some domestic competitors began to take action.

"Mr. Wang, the market share of Japanese car companies has been declining this year, while the market share of China's own brands is rising."

"But everyone's share has reached a certain bottleneck, and it has become a bit difficult to further improve."

"Toyota is now trying to kill itself, and the 4S store actually treats customers like this."

"I think this matter can be properly guided to arouse everyone's dissatisfaction with Toyota, thereby suppressing the share of Japanese car companies."

Wu Huabing has been studying some classic marketing cases in the automobile market over the years, especially some cases related to Nanshan Group, which have been studied and studied over and over again.

BYD is not that small now, and it encounters a lot of weird things every year.

This also forces Wu Hua Cake to have more flexible market response methods, otherwise it will not be able to survive in this market.

Accordingly, how to seize the opportunity of competitors' mistakes and expand their market share is naturally something Wu Hua Cake is good at.

Obviously, Wu Huabing feels that this time Toyota's "bundling door" is a good opportunity.

This year, Toyota itself has caused dissatisfaction among many people due to various recalls and its double-standard behavior towards American consumers and Chinese consumers.

Now that something like this has happened again, with a little guidance, Toyota's reputation can definitely be greatly reduced.

Wang Fu is naturally aware of this.

"Of course, we can make good use of it, but this matter should not just be us BYD rushing out. Chery, Geely, Great Wall, Changan and other car companies are also beneficiaries."

"You can find a way to communicate with people in these companies and see if everyone can take action together."

"It's more effective this way. Even if the news leaks out, it won't make us very passive."

"When Toyota knows about it, even if it wants revenge, it won't know how to start."

When Wang Fu said this, Wu Huabing immediately knew what he should do.

There are some things that don’t need to be explained thoroughly by the boss, just hit the mark.

Wu Huabing was able to realize this opportunity, and people from other car companies were no exception.

So soon, there were more and more news on the Internet about Toyota’s “bundling door”.

Even the local consumer association has taken a stand.

At this time, Toyota began to become nervous.

"Pony, are things clear?"

"Is it the 4S store's problem or the consumer's problem?"

The circles under Mulinsen's eyes were a little dark. The Toyota "binding door" matter was fermenting very quickly in the past few days.

Before anyone in the Yangcheng Toyota Sales Department fully understood the situation, the matter was already out of control.

In 2010, the response speed of many joint venture car companies was still relatively slow.

Especially when facing problems in the market, formal conclusions often need to be reported, discussed, and reported again.

If no one was behind this matter, maybe it wouldn't be a big problem if it were handled this way.

But this time the situation is obviously different.

Several independent brands have taken joint actions, and even some other car companies have also taken action. Together they deal with Toyota, which wants to become the number one car in the world. The situation will immediately change.

"Minister, the situation is basically clarified. The cause of this incident is that a consumer purchased a Highlander, but the feedback was that the brakes could not brake. Regarding this matter, there should be many unhappy moments between the 4S store and the consumer. exchanges, it finally became what it is now.”

Ma Hongjian was also speechless about such a weird thing.

I was shot while lying down.

"There is nothing wrong with the Highlander's brakes. Even the so-called 'brake door' on the American side is a compromise after several years of work."

"This consumer is making trouble because the brakes can't be braked. Is he deliberately looking for trouble?"

As the "brake door" that has troubled Toyota for several years, Mulinsen must have heard about it.

Even the sales departments of Spring City Toyota and Yangcheng Toyota in China are very concerned about the impact of this incident on their sales.

Overall, Toyota's market in China is still growing, but the growth rate is not as good as others.

So when it comes to impact, it actually has an impact.

"We think so ourselves, but some car owners may not think so."

"So from time to time, some car owners go to 4S stores to complain and want to exchange or return their cars, but they are basically appeased by the store."

"This time the other party insists on returning the car, and also wants to make up for the loss in purchase tax, insurance, etc., and even wants to get subsidies for the interest on the purchase price. The store will definitely not be satisfied with this situation."

Ma Hongjian must be looking at this issue from Toyota's perspective.

I feel that consumers are being unreasonable.

But some things are obviously not what he thinks they are.

Mulinsen saw this relatively clearly.

"Find a way to reconcile the store with this consumer. As long as the other party shuts up, any conditions can be easily negotiated."

"The store will advance the money first, and then we will repay this part of the cost to them through sales funds."

Mulinsen wanted to calm down the situation as soon as possible.

As for the truth of the matter, sometimes it is no longer so important.

Once this matter continues to ferment, it will definitely not be a good thing for Toyota's sales in China.

"Well, then I'll make arrangements. As long as the conditions are met, everything should be easy!"

Soon, Ma Hongjian began to take action.

However, what made him very depressed was that just when he was working hard to reach an agreement with the other party in the store, something happened to a 4S store in Gan Province.

Although this time it is not Yangcheng Toyota, but the 4S store of Spring City Toyota.

But consumers don't care so much. They only know that Toyota sales have such a bad attitude towards people!

"If you don't buy it, get out! What do you call a car worth 100,000 yuan!"

Although this video is less than two minutes long, the salesman’s arrogant attitude immediately made the video a hot search.

After such a video was exposed, it was bound to cause an uproar. For a time, "Toyota" was accused by thousands of people. Under the pressure of public opinion, the Toyota 4S store involved, which caused public outrage, quickly issued an apology statement for the incident and expressed its condolences to the employees involved and the employees involved. Management dealt with it.

However, the heat of the matter did not subside so quickly.

"Mr. Miyazaki, this matter is actually very simple. Consumers want to buy the car in full, while 4S stores want customers to get loans."

Chen Wenzhan, the vice president of Spring City Toyota, is in charge of sales. At this time, he naturally has to explain the situation to Toyota's boss, Himasa Miyazaki.

Otherwise, Toyota would not be able to make an accurate judgment.

"Why are store clerks so rude to customers who pay full price?"

As the general manager, Himasa Miyazaki does not have a special understanding of the front-line sales situation.

"The main reason is that 4S stores can get more profits and rebates when buying a car with a loan, while buying a car with full payment is relatively less."

"Under this kind of business policy, many 4S store dealers and employees don't care about the brand, service standards, or customer needs. They just pounce on a 'sheep' when they catch it."

"This time there must be some problems with the management of the store. We will convene each dealer to conduct special training to prevent this from happening again."

Routines and traps such as high fees, inefficient services, opaque prices, forced bundling, and false propaganda are commonplace and have inevitably caused consumer dissatisfaction and distrust for a long time.

This is why the complaint of "being tricked by a 4S store" has become an "enduring" hot topic on various platforms.

The incident itself has little to do with whether it is Japanese, German, domestic or joint venture, but it has triggered questions and thoughts about the distribution model of the automobile industry.

The Toyota just hit the muzzle of the gun.

And if Toyota is in trouble, other car companies will not show mercy to you because you are taking the blame for the entire industry.

As the leader of the world's automobile industry, General Motors and their joint venture in China, General Motors, are ready to take this opportunity to develop Toyota Motor.

"Austin, judging from the current situation, Toyota is most likely to replace General Motors as the world's highest-selling car company."

"However, Toyota's market position in China still does not match its global position."

"In the next step, they will invest in multiple SUV models and thoroughly implement the 'sister car' strategy between Spring City Toyota and Yangcheng Toyota, aiming to achieve sales of 2 million units in China."

"So I think we should take advantage of this opportunity to let the advertisers and media we work with push us behind the scenes to completely ruin Toyota's reputation in China, so that Toyota's sales in China cannot grow, but instead decline."

Su Huasheng, the deputy director of GM's sales department in Shanghai, has no feelings for Toyota.

For him, Toyota has only one concept, that is, competitors.

Since the beginning of the year, Toyota has caused great controversy because of its different treatment of Chinese consumers and American consumers.

Large-scale recalls have also affected Toyota's brand reputation.

Nowadays, there are a series of "binding scandals" and various scandals. If Toyota is not nailed to the pillar of shame at this time, what are you waiting for?

"Are you sure that this matter will affect Toyota's sales in China?"

Austin naturally does not want Toyota to surpass General Motors.

No one within General Motors wants to be surpassed.

Now that he heard Su Huasheng say there was a way to cheat Toyota, he was naturally very interested.

However, he also knew that if he used some tricks, it would somewhat break the rules of the industry.

After all, you can deal with Toyota today, and other car companies will deal with you tomorrow.

In the past, everyone tried their best to avoid such things from happening.

However, the situation is beginning to change now.

Therefore, as long as he is sure to hold back Toyota, Austin agrees to Su Huasheng's plan.

"Since the 'Bundling Gate', this matter has become very popular. There should be some other car companies taking action, not even a certain car company."

"Japanese car companies have the highest market share in China. Whether it is us or China's own brands, they are definitely dissatisfied with this situation."

"Now we all work together to improve the reputation of the Japanese group, and then we all use our own abilities to seize the vacated market."

When Su Huasheng said this, Austin naturally had no objection and quickly agreed to various actions of the Magic City General Sales Department.

At the same time, as the general manager of Volkswagen China, Fondel is also arranging tasks to get relevant personnel to take action to nail Toyota to the pillar of shame.

General Motors, Volkswagen, and Toyota Motor, these three car companies will most likely be the main competitors of the auto industry leader in the future.

General Motors knows to take advantage of this opportunity to engage in Toyota, and Volkswagen will naturally not give up the opportunity.

Soon, Toyota Motor became the target of public criticism in China's public opinion circles.

Various past scandals have been brought up to resurface, and car owners in some 4S stores even started holding banners in protest.

Suddenly, the situation was very lively.

"Mr. Cao, the hottest thing in the automobile industry yesterday was related to Toyota. According to the information I learned from Sales Department Director Zeng and Autohome, this time the Toyota incident is so lively, there should be something behind it. Many OEMs are adding fuel to the fire."

Early in the morning, Cao Yang came to the office as usual.

Mi Ying, who arrived at the company early, had already prepared relevant reporting itinerary and other contents.

As the focus of public opinion circles, it is impossible not to mention Toyota Motor.

"Toyota has been involved in various disputes since it took away the world's number one bicycle sales position from General Motors in 2008."

"Now General Motors and Volkswagen are following closely behind, making it a three-legged alliance."

"At the beginning of last year, Toyota took the lead in recalling 2.3 million vehicles in North America due to accelerator pedal problems."

"Subsequently, Toyota got deeper and deeper into the recall scandal, and successively carried out recalls in China, Europe and other countries and regions. Last year, the total number of recalled vehicles reached 10 million."

"Toyota, which has always prided itself on quality and safety, has fallen into an unprecedented crisis."

"Many competitors will naturally not give up this 'once-in-a-lifetime' opportunity and continue to seize Toyota's market."

"After Toyota held on to the top spot with a slight advantage of 30,000 units last year, it will become even more difficult for Toyota to retain the top spot in global sales this year."

"General Motors, once on the verge of bankruptcy, made a strong recovery in 2010."

"At this time they will definitely stand up and deal with Toyota."

"Of course, China's own brands such as BYD, Chery, and Geely are definitely behind this."

"In recent years, the reputation of independent brands has continued to rise, and their brand influence has also increased. The brand premiums of joint venture car companies are not that high."

"If they want to continue to increase their market share, they need to seize the market from joint venture car companies. Otherwise, the cake is so big and it is impossible to continue to grow at a high speed without limit."

Mi Ying made a serious analysis.

Her views are quite reasonable.

In any industry, the number one company will inevitably face challenges from other competitors.

Toyota is no exception.

"The brand power of the Japanese and Korean brands in the Chinese market is not that high. If independent brands want to seize the market, the best way is to seize it from them."

"Then there are car companies such as Ford, General Motors and Volkswagen."

"This scene seems to be getting more and more exciting."

Cao Yang hadn't thought about doing anything against Toyota Motors alone before, but so many companies were doing things behind their backs. Taking this opportunity to rub Toyota Motors on the ground didn't seem like a bad thing?

After all, Nanshan Group also owns Nanshan Hongqi. If this brand wants to continue to develop, it must also seize the market with joint venture car companies such as Spring City Toyota and Yangcheng Toyota.

Taking advantage of Toyota's troubles to suppress the sales of Japanese car companies will only bring benefits to Nanshan Group, but no disadvantages.

Anyway, Nanshan Group supplies very few parts to Japanese cars.

"Mr. Cao, now that so many car companies have failed, can we also give a proper push behind them?"

"For example, Autohome can focus on reporting relevant news, and Weibo can also recommend more relevant information to users."

"While Toyota is weak, completely ruining its reputation in China will have a direct impact on their sales."

Mi Ying put forward her proposal very directly.

After following Cao Yang for these years, her abilities and vision in all aspects are not bad.

Toyota Motor and Nanshan Group are not dealing with each other, and she knows this very well.

Even Toyota's Aisin is the main competitor of Nanshan Transmission.

Denso is also the main competitor of Nanshan Auto Parts.

Almost none of Toyota Motor's products directly use parts from Nanshan Group.

Therefore, reducing Toyota's sales will have no direct impact on Nanshan Group.

On the contrary, because the sales of Toyota cars have declined and the sales of other brands have increased, Nanshan Group's turnover will increase in disguise.

It can be said that dealing with Toyota Motor is a politically correct thing for Nanshan Group.

"Okay, let each business department cooperate to promote it."

"It is difficult for us to influence Toyota's global sales, but in China, we can still make Toyota go downhill."

Following this conversation between Cao Yang and Mi Ying, various articles and public opinions criticizing Toyota Motor became even more enthusiastic.

Every Toyota 4S store can almost be described as empty.

"Brother, I'm going to turn one of Yangcheng Toyota's 4S stores into a Shanghai GM store."

"In the past week, that Toyota store didn't sell a single car, and there weren't even a few customers who came to the store."

"Although this situation may be temporary, I think Toyota will have a very difficult time in the Chinese market for a long time to come."

Guo Shufu is responsible for Huaqiang Group's automobile dealership business.

Naturally, we can directly obtain the performance of each OEM from the market.

The Toyota Motor incident has caused a lot of turmoil, and it has now had a very big impact on sales.

He has good vision and has already begun to consider adjusting the layout.

"Is the impact of this matter that big?"

Guo Shuyin naturally heard about what happened during this period, but for him, the key point is to do a good job in the hot stamping business.

So I don't have anything special to worry about.

Now I heard that my younger brother proposed to close a Yangcheng Toyota 4S store and sell GM vehicles instead.

This situation is definitely different.

"Brother, the impact of this matter is greater than you think."

"This time, there is obviously a feeling of being pushed down by everyone."

"Toyota was the leader in the global auto market last year, and there are a lot of car companies that want to watch it suffer."

"Whether they are independent brand car companies or international auto giants such as General Motors, Volkswagen, and Ford, they are probably the driving forces behind this incident."

"Nanshan Group has always been at odds with Toyota Motor. Under such circumstances, why should we continue to keep Yangcheng Toyota's 4S store?"

When Guo Shufu said this, Guo Shuyin was not too entangled.

When it comes to dealer business, he trusts his brother's judgment.

In particular, Nanshan Group and Toyota Motor did not deal with this matter, allowing him to fully support Guo Shufu's change plan.

"If you think it's feasible, just go ahead and do it. I won't care about that much."

"However, you must pay attention to the business of Future Auto, Xingchen Motors, and Jaguar Land Rover."

"Once there is any disturbance, please report it to Nanshan Group in a timely manner."

After the two brothers reached an agreement, the relevant arrangements naturally started to take action.

The closure of the Toyota 4S store owned by Huaqiang Group seems to have opened Pandora's box.

Later, other Toyota 4S stores appeared one after another to withdraw from the network. For Toyota, this situation is obviously beyond expectations.