Rebirth 99 to become a car giant

The special promotion of Xingchen G9 is definitely not something that can be done in a day or two, nor can all the plans be thrown out together and ignored.

Rather, there is a step-by-step process.

Zeng Tingting first arranged for people to throw out the definition of Xingchen G9 as a "street car" in the Middle East in China and the Middle East.

Chinese consumers pay little attention to the American and Japanese car markets, let alone the Middle East market.

So now someone tells everyone that the Xingchen G9 has become a "street car" in the Middle East. This impression is definitely different from what everyone imagined.

The more different it is, the more effective it will be in publicity.

Otherwise, how can it be called news?

"I really didn't expect that people in the Middle East have very special tastes in buying cars. They actually like cars like the Xingchen G9."

In a hotel in Oman, Xingchen Automobile held a unique event.

Some members of the mainstream media in China's automobile industry were invited to participate in the test drive of the "Star G9 - King of the Desert" here.

Similar events are held several times a year by each OEM.

This is propaganda and a way to "bribe" the media.

Otherwise, why would those international automobile giants invite a large number of Chinese media to visit their headquarters every year?

Are there really so many things worth visiting?

It’s not a day for everyone to enjoy public travel, delicious food, and easy-to-get food in disguise.

"This situation is indeed something we have not paid much attention to before. The Middle East's love for hard-core off-road vehicles is something that domestic consumers cannot understand."

"Actually, if you think about it seriously, it doesn't make any sense at all."

"When driving in the desert, there are often no roads."

"In this case, it is not a real off-road vehicle. There is no way to play the role of the vehicle here."

Fang Dawen and Lin Jiayan came to the event with Xingchen Motors this time.

By the way, I experienced the feeling of driving the Star G9 in the desert.

The "street car" of the Middle East and the king of the desert. Although this title was marketed by Xingchen Motors itself, it really lives up to its name.

Lin Jiayan even personally took several photos of the G9 rushing through the dunes and kicking up a lot of sand.

I feel like these photos can be exhibited in exhibitions.

"I just asked someone to investigate and found out that Toyota's Land Cruiser can actually sell hundreds of thousands of units a year in the Middle East."

"Nissan's Patrol is also performing very well in the market here. It was even the sales champion in the United Arab Emirates last month."

"The sales of Patrol in various countries in the Middle East exceeded 100,000 units last year, which completely subverted everyone's perception."

Lin Jiayan was very emotional, feeling a bit like a frog in the well.

It seems that I will have to travel overseas more often in the future.

Otherwise, if we always look at these issues from the perspective of the domestic market, our final view may be wrong.

"I always thought that Patrol was developed by Nissan for the American market, and that market is the largest market for Patrol."

"I didn't expect that the situation was not like this."

Fang Dawen looked at the Xingchen G9 and other competing models displayed in the test drive area outside, and felt in his heart that this trip to Oman was the right one.

In the future, we have to find ways to get various car companies to engage in more overseas activities.

Otherwise, he would not want to go to any of the famous tourist cities in the country.

Take Xina City in Caiyun Province, where many car companies hold new car launch events or test drive events every day.

Fang Dawen has been to all the scenic spots, big and small.

He is even more familiar with the various scenic spots than the locals.

"Whether it's Patrol or Land Cruiser, Nissan and Toyota were indeed initially developing models for the American market, but the place where they shine is in the Middle East."

"In the past, when domestic independent brand car companies exported, they always targeted polar bears, South America and other places, and were not loyal enough to the Middle East."

"Only Xingchen Automobile breaks the rules and starts to focus on the market in this region."

Lin Jiayan has some understanding of the export paths that various domestic car companies have opened in recent years.

She even took a trip to Polar Bear some time ago to attend the completion ceremony of a local assembly plant of Chery Automobile.

“Consumers here in the Middle East are more concerned about car quality than elsewhere, and people cannot accept the situation where the car breaks down in the desert.”

"In addition, the anti-corrosion and high-temperature requirements for chassis in desert areas are also higher. It is estimated that many independent brands have simply retreated."

It has to be said that Fang Dawen has a very accurate grasp of the ideas of various domestic independent brand car companies.

These companies want to make money in overseas markets, but they have no confidence in some places where the market requirements are more demanding.

I am worried that my money has been spent, but the sales volume has not increased.

Relatively speaking, in places such as Polar Bear and South America, consumers care more about the cost-effectiveness of cars.

A certain degree of quality problems can still be tolerated.

"On the way from the airport to the hotel, I saw several Xingchen G9s."

"Although this exposure cannot be compared with Toyota's Land Cruiser, it is not even comparable to Nissan's Patrol. It is obviously too early to call it a 'street car'."

"However, everyone can see the hot sales of G9 in the Middle East."

"Compared to other Chinese independent brands, Xingchen G9 is a street car in the Middle East, so there is no problem."

Since Fang Dawen came to participate in Xingchen Automobile's activities, he must publish some articles in a direction that is beneficial to the promotion of Xingchen Automobile.

Otherwise, the OEMs would spend a lot of manpower and material resources to entertain the media, but in the end they would end up writing articles that would discredit themselves.

Then no car company will be willing to invite media like this in the future.

This is certainly not what the media wants to see.

After all, various automotive media essentially rely on various OEMs to survive.

More than 90% of their advertising revenue is generated by various OEMs. .

If the relationship with the OEMs is completely severed, then they will lose 90% of the market.

A media like that is destined to not survive.

After all, in today's society, if a media does not have money, it is unrealistic to develop and grow.

"Xingchen Automobile's marketing activities are always ahead of other manufacturers."

"This time is no exception. It is indeed worthy of our publicity."

Lin Jiayan naturally agreed with Fang Dawen's statement.

Xingchen Automobile has the highest proportion of export sales among all Chinese car companies.

At the same time, the other party's overseas marketing activities are also the best.

During this period, the publicity stunts of "Desert King" and "Middle East Street Car" attracted a lot of traffic to Xingchen G9.

In the end, these publicity will definitely have an impact on the sales of G9 in China.

…

These actions of Xingchen Motors are naturally noticed by various domestic car companies.

In particular, various automotive media soon began to intensively report on the Xingchen G9 "street car" in the Middle East, which attracted a lot of attention.

This makes other Chinese independent brands that have been paying attention to the news of Xingchen Automobile also feel itchy.

"Mr. Wang, the company's main products now are urban SUVs, and the proportion of pickup trucks has dropped to less than 20%."

"I think it is necessary to re-open a market segment so that our sales can reach a new level."

Lian Furong came to Wang Ying's office, obviously having an idea to report to her.

Great Wall Motors, under the leadership of General Manager Wang Ying, has been developing very rapidly these years.

Now it is already in the first echelon of domestic independent brands.

The reputation of Great Wall Motor's SUV models is greater in China than that of Geely, Chery and other car companies.

As the head of the sales department, Lian Furong naturally hopes to further increase sales.

“Which market segment do you have your eye on?”

Wang Ying put down the pen in his hand, stood up and invited Lian Furong to sit on the sofa next to him.

Naturally, there was a secretary nearby who helped to pour a cup of tea.

"Hardcore off-road vehicle!"

“I feel like this market is an undervalued market.”

"In China, few car companies have set their sights on this market in the past few years, and related products are basically imported."

"Among them, Toyota Land Cruiser, Prado, Nissan Patrol and Mercedes-Benz Grand G are the most famous."

"However, since the launch of Xingchen Motors' G series of hard-core off-road vehicles, the market has undergone great changes."

"Last month, the global sales of the Star G series exceeded 20,000 units. Looking at this momentum, it will soon exceed 30,000 units."

When Lian Furong said this, Wang Ying immediately understood what he wanted to say.

After all, Wang Ying is not an old man who doesn't watch the news.

"The Star G9 has been very popular among various media these days, promoting the title of the 'street car' in the Middle East."

"I heard that their sales are very good in the Middle East. Is this news accurate?"

Wang Ying is obviously quite interested in the choice of Xingchen Automobile.

Now Lian Furong has officially proposed to herself to enter the hard-core off-road vehicle market. If she is not interested at all, it must be a lie.

"it is true."

"The sales volume of Xingchen G9 in the Middle East is higher than that in China. This should exceed everyone's expectations."

"However, the claim that they are 'street cars' is probably a bit exaggerated. The current number of cars in existence is not enough to support the claim of 'street cars'."

"Of course, as a publicity stunt, the word 'street car' should let more Chinese consumers know the influence of Xingchen G9 in the Middle East."

Since Lian Furong was coming to report the situation to Wang Ying, he naturally did some research.

Otherwise, it would be too embarrassing if you don’t know anything when the time comes.

The higher you reach a certain level, and the people at the lowest level often regard face as a very important thing.

Sometimes they even give up some face for the sake of face.

"There should be three models in the big G series of Xingchen Motors. Currently, only the G9 is selling well in the Middle East?"

In the past year, Xingchen Motors' big G series has been a relatively popular model in the domestic luxury car market.

Wang Ying naturally also learned about it.

"The sales of G7 and G8 are actually quite good. At least I think they have exceeded Xingchen Motors' own expectations."

"It's just that compared to the dazzling performance of G9, it's relatively not that outstanding."

"However, I think that after G9 becomes popular in the Middle East, it will drive the sales of G9, G8, and G7 in China, allowing Xingchen Motors to reap the biggest dividends from hard-core off-road vehicles."

Lian Furong gave his own judgment with certainty.

After all, the price of G9 in China is still a little too high. Many people want to buy it but cannot afford it.

Relatively speaking, G7 is much friendlier.

As long as people with a small fortune can buy it, it should still be very popular in some remote areas where there is a demand for hard-core off-road vehicles.

In addition, among professional off-road circles, G7 and G8 should also be relatively popular.

"The hard-core off-road vehicle industry is actually not particularly big. If the monthly sales volume cannot reach more than 5,000 units, it is not worthy of our dedicated research and development."

"After all, the chassis of this model is completely different from other models."

Wang Ying also quickly gave his own judgment.

Lian Furong's proposals are quite constructive, but if these proposals are to be fully implemented, the most important thing is to look at market analysis.

After all, as the general manager of Great Wall Motors, Wang Ying must be thinking about the company's profits.

"Indeed, this market is still being explored."

"It is precisely because of this that neither Chery, Geely, nor BYD have corresponding models."

"There are very few hard-core off-road vehicles on the market that cost less than 300,000 yuan."

"I believe there must be a group of consumers who want to buy hard-core off-road vehicles, but their budgets are not that high."

"We only need to produce a hard-core off-road vehicle that is about the same size as the H6 but priced at around 200,000 yuan. By then, the monthly sales volume will reach 5,000 units. I think it will not be a big problem."

Lian Furong once again put forward his specific suggestions.

Obviously, he has done an in-depth analysis of the hardcore off-road vehicle market.

"Generally hard-core SUVs have relatively strong demand for engine power. The engine we developed ourselves should not be able to meet this requirement, right?"

Wang Ying was also a little moved and began to consider the problems faced by Great Wall Motors in developing hard-core off-road vehicles.

"This is actually easier to solve. We can buy the more mature 2.0T and 3.0T engines from Nanshan Engine. By then, these two engines will form high and low power configurations, and coupled with the 8AT automatic transmission, we can definitely provide consumers with various Same choice.”

As for the current Nanshan engine, as long as the money is in place, any engine can be sold.

Not to mention 2.0T and 3.0T, even W12 and even W16 engines are within the scope of external sales.

Of course, the premise is that you can afford the price.

"Since your sales department feels that the hard-core off-road vehicle market has great potential, then we should carefully plan a new model and discuss it formally within the company."

After thinking for a moment, Wang Ying finally agreed to Lian Furong's proposal.

Great Wall Motors has developed to this point and indeed needs to find a new breakthrough point.

Previously, Wang Ying was debating whether to enter the car market. After all, the size of this market is very huge.

But now Lian Furong has provided a new choice, and she feels that this choice is safer in the short term.

After all, urban SUVs have a premium compared to sedans, and hardcore off-road vehicles have a premium compared to urban SUVs.

This means that hard-core off-road vehicles of the same level can be sold more expensively.

This leaves everyone with a relatively good profit margin.

Great Wall Motors can think of building a hard-core off-road vehicle, so BYD, which is right next to Yangcheng, naturally won't pretend that it didn't see anything.

Within BYD, Liang Chuanqing, who is in charge of research and development, and Wu Huabing, who is in charge of car sales, came to Wang Fu's office to report to him BYD's latest model planning information.

As a company that aspires to become China's top car company, they are definitely not content with their current results.

"Establish a new warship series and produce three hard-core off-road vehicles?"

After listening to the reports from Liang Chuanqing and Wu Huabing, Wang Fu felt a little tangled.

He naturally knew why his subordinates proposed entering the hardcore off-road vehicle market at this time.

After all, whether it is Autohome, NetEase Auto, or Bitauto and other media, they are all reporting that the Xingchen G9 has become a "street car" in the Middle East.

Wang Fu could not remain indifferent.

"Yes, our previous brand positioning was slightly low. Creating a new warship series can effectively circumvent the previous brand positioning and allow everyone to increase their budget for purchasing BYD models."

"And our warship series can directly compete with Toyota's Land Cruiser to develop a model called Land Cruiser, which can attract the attention of previous Toyota Land Cruiser fans."

"Then we will develop a hard-core off-road vehicle of the same level as the Prado and an off-road vehicle similar to the Mitsubishi Pajero."

"We have already thought of the names. In addition to the land cruiser, the others can be destroyers and frigates."

"At that time, each model will contribute 80,000 to 100,000 sales a year, and the three cars can contribute more than 200,000 sales, contributing to the company's early achievement of its million-dollar goal."

Wu Huabian has done a lot of preparation work for today's report.

He even arranged for marketing personnel to conduct a series of relevant surveys and conducted preliminary communication with the R\u0026D department to confirm the feasibility of these plans and the schedule required to develop new models.

Therefore, he could give rational reasons for Wang Fu's questions.

"This is a good idea, but would it be too aggressive to launch three models at once?"

"The market for hard-core off-road vehicles is still relatively small after all."

Wang Fu has no objection to building hardcore off-road vehicles.

But he didn't want to take too big a step, as that would be too risky.

"Mr. Wang, actually our R\u0026D department considers it this way."

At this time, it was naturally the turn of Liang Chuanqing, the person in charge of research and development, to stand up and express his views.

"If three models are developed at the same time, we can actually use the same style of appearance, and use the same parts for the chassis and most electronic components."

"Even the style of the interior can be kept similar, reducing development costs to the greatest extent."

"Xingchen Motors' big G series follows this design route, and it is relatively successful so far."

Liang Chuanqing and Wu Huabing had discussed design-related topics before.

Now he naturally talks eloquently and can tell one, two or three things.

"Having more children makes fighting easier. Chery Automobile can become the sales champion of China's independent brands by following this route."

"Our current models are still not enough, we can add some more..."

Seeing that Liang Chuanqing seemed to have considered all the relevant issues, Wang Fu did not dwell on it anymore.

“Since everyone thinks that hardcore off-road vehicles can be developed, let’s formally establish a project to develop them.”

"However, the schedules of the three models can be appropriately spaced. If there are any changes, we can stop the loss in time."

For the automotive industry, mold opening instructions are a very important time node.

Before this date, all long-term molds, fixtures, and inspection tools have not been invested, and the sunk costs are relatively not that high.

But once this point passes and you stop the project, the funds that have been invested will be completely different.

For any model, the cost of molds, fixtures and inspection tools can exceed 500 million, or even go straight to 1 billion.

If the development costs of some parts are included, this figure will double.

That’s why it is said that the automobile industry is actually a capital- and technology-intensive industry.

Don’t enter the automobile industry easily if you don’t have any money in your account.

In later generations, many new energy car companies burned a lot of money, but in the end they still failed to get up.

…

Great Wall and BYD have both begun to enter the field of hard-core off-road vehicles, and Chery is also ready to do so, and is preparing related preparations internally.

And this information is more or less publicized to the outside world or disclosed inadvertently.

Therefore, various automotive media have been reporting on this situation during this period.

Yu Yu also specially sorted out the relevant information and reported it to Cao Yang.

"So many car companies are interested in the hard-core off-road vehicle market?"

Cao Yang looked at the list handed over by Yu Yu and was quite speechless.

The Chinese automobile market has undergone considerable changes in this generation. The SUV market has exploded ahead of schedule, and the market space for hard-core off-road vehicles has also expanded a lot.

But overall, this is still a relatively niche car market.

Now, so many domestic competitors have emerged at once, which makes people feel a bit speechless.

Although these self-owned brand hard-core off-road vehicles, strictly speaking, are not competitors of Xingchen Motors.

But this situation has brought great excitement to people, and I feel that the craze of hard-core off-road vehicles has really come.

By then, if car companies such as BMW, Mercedes-Benz and Porsche also take a fancy to this market and increase investment in this area, then the pressure on Xingchen Automobile will come.

"Yes, although not all of these news have been confirmed, the reliability is still relatively high."

"I estimate that they will also take some internal actions soon, and Nanshan Automobile Group should also receive news by then."

Yu Yu replied firmly.