Rebirth 99 to become a car giant

"Mr. Cao, Nanshan Hongqi officially exceeded 500,000 sales yesterday, and this sales volume is terminal sales, not starting data."

On December 30, 2012, Zhu Zhengfeng called Cao Yang early in the morning.

Nanshan Hongqi only sold more than 300,000 yuan last year. This year, without much change in the overall auto market, it can reach 500,000 sales by leaps and bounds, which is definitely a very good result.

Even among mainstream car companies, this increase should rank first.

In particular, Zhu Zhengfeng specifically emphasized that this data is terminal sales, not dispatch data.

Every December, in order to hit annual goals or make their results less ugly, many car companies will frantically sell cars to 4S stores.

Anyway, for them, as long as the car is sold to the 4S store, the money from the sale of the car will be credited to their account, and the car is considered sold.

So sometimes you will see a very strange data, that is, the sales volume of a certain car is relatively stable from January to November, never exceeding 20,000 units, but in December it soars to 30,000 or even 40,000 units. vehicle.

The most exaggerated thing is that a certain car company directly sold a model with a monthly sales of more than 10,000 yuan to more than 60,000 yuan in December.

It is simply speechless.

"Having reached the 500,000-vehicle mark, Nanshan Hongqi is completely on the right track."

"Thanks to Mr. Zhu for running the official car project last year, otherwise Nanshan Hongqi would not have been able to break through the 500,000 mark."

Zhu Zhengfeng must have contributed to this achievement, so Cao Yang was not stingy in praising him at all.

"Official cars are only one aspect. The most important thing is that Mr. Cao led everyone to encircle and suppress the Japanese car companies, freeing up a lot of space for the upward development of Nanshan Hongqi."

"This year, whether it is Spring City Toyota or Yangcheng Toyota, or Xifeng Honda and Yangcheng Honda, sales have dropped by double digits."

"We at Nanshan Hongqi have received the best wave of dividends."

In order to quickly increase the sales of Nanshan Hongqi, Zhu Zhengfeng and Cao Yang made great efforts last year.

Judging from the current situation, the results are still very good.

"Toyota now treats American consumers and Chinese consumers differently. We take this opportunity to beat the loser, completely knock Toyota off the altar, and further compress the living space of Japanese car companies."

"In the future, except for a small number of die-hard fans of Japanese car companies, we will have to win over other new consumers."

Cao Yang feels that with the development of China's independent brands, it has the strength to take action against international automobile giants.

Nearly ten years have passed since the early self-owned brand models using Nanshan engines and Nanshan gearboxes.

Countless cases have proven that Nanshan engine and Nanshan gearbox products are no worse than those produced by international giants.

The reputation of independent brands has now been completely improved.

Although it cannot be completely equated with joint venture brands, the gap between them is already very small.

The most obvious thing is that the prices of Nanshan Hongqi's products are very close to the prices of similar products from Toyota and Honda.

At this price, sales can continue to grow. This year, Spring City Hongqi's sales are even higher than those of Japanese car companies such as Xifeng Honda and Yangcheng Honda.

The meaning behind this is extraordinary.

"Mr. Cao, Nanshan Hongqi's goal this year is to break into the top 10 sales rankings. The best thing is to directly break through the 700,000 mark, leaving Japanese and Korean car companies behind in one fell swoop."

"In the next three years, we will strive to achieve the sales target of 1 million vehicles."

Zhu Zhengfeng is also full of confidence now. As long as Nanshan Hongqi achieves the sales target of 1 million vehicles, then Zhu Zhengfeng will definitely be a hero of Spring City Automobile Group and will leave a mark in history.

After all, according to the information currently available, Chery Automobile, which ranks second, will not be able to achieve its sales target of 1 million units so far this year.

Whether it can be realized next year is still a question.

As for car companies such as Geely, BYD and Great Wall, they have also encountered similar problems to Chery Automobile, that is, sales growth has dropped significantly.

Although overall sales are still increasing, the increase is already in single digits.

"We will launch two new models next year. As long as we can further reduce the living space of Japanese car companies and other joint venture car companies, it is entirely possible for Nanshan Hongqi's sales to exceed 700,000 units."

"By then, let alone the top 10, it will be possible to even enter the top five."

Cao Yang is now very motivated to suppress joint venture car companies.

Regardless of whether it is North and South Volkswagen, North and South Toyota, or Morton General Motors and Changan Ford, after all, they are not the ones closest to Nanshan Automobile Group.

China's auto market should be left to China's independent brand car companies.

Other brands can just barely fill the special hobbies of individual special consumers.

"I will check with the people at Spring City Toyota later to see if there are any weak points in Toyota cars. Then I will arrange for people to follow the promotion on the Internet and completely reduce its reputation."

Zhu Zhengfeng's move was quite cruel.

After all, among Toyota's two domestic joint ventures, one is a joint venture with Spring City Automobile Group.

However, he worked hard for the development of Nanshan Hongqi.

Of course, he is very successful at Spring City Toyota, not to mention Honda, Nissan, Mazda, Hyundai, Kia and other car companies.

Throughout 2013, life for joint venture car companies was destined to be difficult.

Soon, Nanshan Hongqi’s official Weibo directly announced that the company had exceeded its sales target of 500,000 vehicles ahead of schedule.

Then on the Internet, a further public opinion offensive was launched to boycott Japanese car companies.

"People treat you with double standards, why do you still want to show your warm face to someone else's cold butt?"

"It is said that Japanese cars are fuel-efficient. Haven't you noticed that the fuel consumption of many models of independent brands is even lower than that of Japanese cars?"

"With stronger power, higher configuration, and lower price, I don't understand why people still buy joint venture cars. Are they paying IQ tax?"

"Wake up, it's already 2012, and the era when independent brand car companies can't do it has long passed."

"As long as the engine is produced by Nanshan Engine, everyone can buy it boldly."

"I have driven my BYD F3 for so many years, and there has never been any problem with the engine or gearbox."

"We have been driving our Changan CS75 for several years, and apart from normal maintenance, there have been no problems!"

"Everyone has discovered that the quality level of engines and gearboxes of independent brands has exceeded that of joint ventures."

…

Various discussions have led to more independent brands actively participating in it.

At this time, there is no need for Nanshan Automobile Group to stand up and organize everyone to take action. Anyone who is not stupid will know that they must follow the trend at this time.

After all, if everyone brings joint venture car companies back to their hometowns, the market space will be greater.

Otherwise, we have to bargain with each other.

Of course, in the face of price reduction promotions spearheaded by Toyota Motor, no one, whether Nanshan Hongqi or Chery Geely, is afraid at all.

The profit margins of various models are now much better than ten years ago, and there is much more room for price cuts.

Let’s fight with bayonets!

2013 is destined to be full of bloodshed even before it arrives!

…

"Mr. Cao, we have received several soft articles today. Basically, they are related promotional articles from various car companies based on 2012 sales data."

On the last day of 2012, before Cao Yang got off work, Yu Yu came to him in person to report to him.

Autohome is the well-deserved leading website in the domestic automobile industry. If any car company wants to promote its products, it must not bypass Autohome.

Otherwise, this would be deliberately offending Autohome.

Those who work in the media are not completely fair and righteous as everyone imagines.

People also want to have enough food.

"So, without having to wait a few days, we can probably know the sales of each car company this year now, right?"

Although we will definitely know the sales data of various car companies in a few days.

But being able to know the results in advance is definitely a different feeling.

"Yes, the number one brand is still Magic General Motors, but their sales volume is only 1.19 million, with only a few points of growth."

"This is the data even after the Chevrolet and Cadillac brands have added several new models. Otherwise, they are estimated to have negative growth."

Last year, Modu General achieved hundreds of thousands more than the second-place finisher, so Cao Yang was not surprised that it could continue to defend its title this year.

The sales summary from January to November shows that Modu General won the championship.

"General Motors still has a very solid foundation, and its product reputation is not bad. It is estimated that their sales will be stable in a short period of time."

"Even with the launch of various new models, sales can grow slightly."

Cao Yang will definitely take action against Modu General in the future, but at this stage, he has crushed the soft persimmons, which is obviously more cost-effective.

"Indeed, Modu GM ranks first in sales, Modu Volkswagen continues to rank second among joint venture car companies, Spring City Volkswagen ranks third among joint ventures, and Xifeng Nissan, which ranked fourth among joint ventures last year, is expected to fall out of the top 10 this year."

"By then, among the top 10, only three will be joint venture car companies, and the rest will be independent brands."

When Yu Yu said this, he also felt sad.

This kind of grand occasion was something I couldn’t even imagine before.

"There is one more independent brand car company in this year's TOP10 list than last year?"

Cao Yang asked in surprise, he didn't expect this day to come so soon.

"Mr. Cao, have you forgotten our own Xingchen car?"

"Although the final sales volume has not been released yet, Minister Zeng should have a preliminary version of the data. There should be no problem with Xingchen Motors' sales exceeding 800,000 units this year."

"After the big G series was launched, it was very successful."

"Nowadays, let alone the top 10, even the top five are stable."

"After all, the third-placed Volkswagen has not yet exceeded 900,000 units in sales."

Obviously, when Autohome calculates sales this year, it plans to include the global sales of Xingchen Motors.

The sales data of Chery Automobile, Geely Automobile and other car companies also include exports.

There is no reason why Xingchen Automobile should not include it.

Previously, even if the number of exported units was included, it wouldn't make it into the TOP10, so it didn't matter.

This year is different. Xingchen Motors’ global sales exceeded 800,000 units, and it is safe to enter the TOP10.

But if we only count domestic sales, it will only be about half, and it will definitely not be in the TOP10.

"What does the entire TOP list look like?"

"Modu General Motors, Chery Automobile, Modu Volkswagen, Xingchen Automobile, Changan Automobile, BYD Automobile, Spring City Volkswagen, Geely Automobile, Great Wall Motors, and Yangcheng Trumpchi."

"There is a high probability that this is the ranking."

"According to current estimated data, the market share of independent brands has exceeded 50% and is heading towards 60%."

"Even if independent brands continue to maintain rapid growth this year, Spring City Volkswagen may fall out of the TOP10, leaving independent brands to occupy 8 positions."

Yu Yu is now full of confidence in China's independent brand car companies.

After all, the quality reputation of various car companies has improved, the appearance is good-looking, and the price is competitive, there is no reason why they cannot sell well.

For consumers, few are willing to spend less while ensuring quality and experience.

After all, most of today's cars still cost hundreds of thousands to get off the ground.

Even the launch prices of mid- to high-end cars generally reach more than 200,000 yuan.

In 2012, this amount was definitely not small.

After all, the purchasing power of RMB at this time is still very strong.

"Then this New Year's Day holiday is expected to be lively."

"The sales of several Japanese car companies are so bleak. Even if they are calculated by brand, they may not be able to enter the TOP10 list. This is a huge blow to them."

"Taking advantage of their declining market share and declining influence, let their sales shrink further. From now on, we can just maintain the sales situation of a company with sales of more than 300,000 yuan."

Cao Yang knew that it would be difficult to completely kill Toyota, Honda and other car companies.

After all, if people can survive in the world, the corresponding products must be somewhat competitive.

China's car market is so big, and even cars like Fiat are bought in China, so it's not surprising that models from Toyota, Honda, and Nissan are chosen.

As long as the overall sales volume of Japanese car companies is controlled within 2 million, Cao Yang thinks it is acceptable for the time being.

To suppress them further would take too much effort and is a bit unworthy.

It’s better to attack Volkswagen and General Motors then.

"Many independent brands also have this aspect, and some of their soft articles are also related to this aspect of content."

"I will personally deploy it so that the various accounts maintained by the company can fully exert their power."

"We strive to further reduce the overall sales volume of Japanese car companies by a higher level in 2013, so that their brands and those of Korean car companies can become niche brands."

The things that the boss cares about the most are the things that Yu Yu values ​​​​the most.

Autohome itself has no special prejudice against various car companies. As long as they are willing to advertise, they are all good friends.

However, the background of Autohome dictates that they need to consider the opinions of Nanshan Automobile Group and Cao Yang.

Many car companies are well aware of this situation.

In the next few days, the situation was similar to what Cao Yang predicted.

Various independent brands actively released their December sales and 2012 full-year sales data on January 1st.

The relevant articles are all written in a colorful way, obviously prepared in advance.

As soon as the full-year data comes out, it can be updated directly and officially released to the public.

As Changan Automobile, which performed best among independent brands this year, General Manager Yi Jia personally called Cao Yang to express his gratitude.

"Mr. Cao, this time Changan Automobile's sales volume can enter the TOP5, thanks to the contribution of Changan MINI, otherwise we would probably be at the bottom of the TOP10."

Yi Jia has always hoped to lead Changan Automobile into the TOP5 rankings, but he has been working hard for so many years without success.

Now, thanks to the hot sales of Changan MINI, this goal has finally been achieved.

One can imagine how good his mood was.

Compared with Spring City Automobile Group and Xifeng Cycling Group, Changan Automobile's performance is definitely outstanding.

Even if the performance of their joint ventures, such as Changan Ford and Changan Suzuki, is not as good as that of Spring City Volkswagen and Spring City Toyota, it will not affect the improvement of Changan Automobile's status among central enterprises.

"This is mainly the result of the efforts of Mr. Yi and all the employees of Changan Automobile. My contribution is basically negligible."

At this time, there is naturally no need to compete with others for credit.

When you reach Cao Yang's status and status, you can get a lot of credit without grabbing it.

Not to mention anything else, the outstanding performance of Xingchen Automobile alone can refresh everyone's understanding.

For a luxury brand to sell more than 800,000 vehicles, it is definitely a very impressive number.

You know, the global sales of BMW and Mercedes-Benz are only about 2 million units, and the gap between Xingchen Automobile and them is already very small.

The most important thing is that the average sales price of Xingchen Motors is higher than that of Mercedes-Benz and BMW, which is a very remarkable achievement.

So regardless of sales volume, if we look at sales, Xingchen Motors is almost equal to BMW and Mercedes-Benz.

This is definitely a miracle for the Chinese automobile industry.

"Xingchen Automobile is also very good this year. It jumped directly into fourth place."

"According to this development pace, it is very possible to pull down Volkswagen and even Chery Automobile next year."

Yi Jia naturally wanted to mention Xingchen Automobile to Cao Yang. After all, the fourth place in sales was indeed very impressive.

If future car sales are also added, Xingchen Automobile will directly become the second place.

If you add the sales of Jaguar Land Rover, it goes without saying that the first place belongs to Nanshan Automobile Group.

Anyone who sees this data cannot help but admire it.

"Our Xingchen Motors has now entered a bottleneck period. The next step is to further break through the 1 million mark. It will probably take several years to accumulate."

"Unless some models can have unexpectedly good results overseas."

This is the time to be humble.

Xingchen Motors will not have any brand-new models next year, only some updated models or models with special configurations.

In this case, it is indeed difficult to increase sales.

However, Xingchen Automobile is sold globally, and it is entirely possible to continue to maintain double-digit growth next year.

Going forward, it will gradually become difficult to achieve rapid growth.

"I think Xingchen Automobile will be the first domestic independent brand car company to break through the annual sales of 1 million vehicles."

"When the time comes, it will be best to remove all joint venture car companies from the top 10 rankings."

"Like Nanshan Hongqi, I think it is fully capable of reaching the top 10 position."

"In the future, Jaguar Land Rover will be able to break into the top 10 if it is used alone."

"Based on the sales volume of Modu General Motors, it will be difficult for us to directly remove it from the top 10 in a short period of time."

Yi Jia naturally saw the rapid growth performance of Nanshan Hongqi.

However, the positioning of Nanshan Hongqi is different from that of Changan Automobile, and the competitive relationship between them is not that strong.

So his mentality is relatively good.

"I hope this day comes as soon as possible."

"Our Chinese automobile industry has developed from small to large."

“The next step is to continue to grow bigger and stronger.”

Cao Yang chatted with Yi Jia for a while, and there were several missed calls in his hand.

Yin Chuan from Chery Automobile and Li Su from Geely Automobile were both calling him.

It seems that everyone attaches great importance to the 2012 car sales rankings.

Cao Yang replied to them one by one in the order of missed calls.

This exchange lasted most of the day.

Of course, it passed in an atmosphere of joy.

However, some people from car companies have more complicated feelings.

"Mr. Zhang, although Yangcheng Trumpchi has barely maintained its position in the top 10, its sales growth is limited compared to last year."

"Yangcheng Aian's data is basically the same as last year, with only a slight increase."

"However, the sales of Yangcheng Toyota and Yangcheng Honda have declined significantly, and they are almost unable to maintain the threshold of 300,000 annual sales."

"This is because the entire group's financial report last year was ugly. The stock price has already fallen a lot before the official financial report was released."

Zeng Guangda came to Zhang Jiaqi's office with a notebook and discussed what to do next.

Although the scale of the domestic automobile market is large, the share of Yangcheng Automobile Group has not only not increased, but has declined.

This was something neither of them had thought of this time last year.

"Japanese car companies now feel like they are losing their momentum. We have to find ways to vigorously develop our own brands."

Zhang Jiaqi did not dare to go upstream.

Public opinion on the entire Internet is very unfavorable to Japanese car companies. It's not like he doesn't know the factors behind this.

In this case, he can only be an ostrich.

"Competition among self-owned brand models is also fierce, and the problem of model homogeneity is also serious."

"Although we have invested a lot of research and development resources to develop our own engines, we want to widen the gap with everyone."

"But what's embarrassing is that the sales of models equipped with our own engines are generally not very good, and there are more after-sales complaints."

Zeng Guangda said a little depressed.

Zeng Guangda also agreed with this route when he wanted to develop his own engine technology.

The only thing that is fortunate now is that they did not fully use their own engines to replace Nanshan engine products.

Otherwise, it is estimated that Yangcheng Trumpchi's sales will directly decline, let alone increase.

"Competition in the auto market will definitely become more intense in the future. There is no problem for us to choose the path of developing our own engines."

"But for the time being, we will maintain the 50:50 ratio and do not use our own engines for all models."

Zhang Jiaqi didn't dare to be so radical, lest the backlash would be too severe and he would be depressed.

In fact, he already regretted it deep down in his heart.

If I had known earlier, I would have learned from Changan Automobile. All passenger cars buy engines from Nanshan Engine, and I only study engines for micro cars.

But such words must be buried deep in my heart and are not suitable to be spoken out.

Even if the path I chose was wrong, I couldn't admit it and had to go on.