Chapter 409: One plus one, is it actually greater than two?
Europe is the second largest global automotive market after the United States.
If BMW Automobile Group wants to become a world-class car company, it is impossible for it to give up the European market.
Otherwise, the North American market will be handed over to General Motors to operate, and the European market will give up, and it will be difficult to enter the Japanese and Korean markets for various reasons. There will be no markets in Africa, the Middle East, Southeast Asia and other places alone. The method supports BMW Auto Group to become an international automobile giant.
So with General Motors introducing Land Rover G and Land Rover X series models to the European market, it is likely to have a serious impact on BMW Auto Group's European strategy. Jiang Hui and Chen Chenxing flew together, personally Go to Europe and see how to deal with this situation.
"Master, judging from the collection and sorting of our European branch, General Motors' strategy seems to be quite successful."
"The sales of Land Rover G-Series and X-Series models in Europe in the first month , estimated to have exceeded 5,000 vehicles. "
"And there are many orders that need to wait for delivery next month because there is no inventory, otherwise it is possible that sales exceed 10,000 vehicles." br>"So from the perspective of production, this is also good news for our company."
Chen Chenxing had previously communicated with Jiang Hui about General Motors selling Land Rover G and X series models in Europe. At that time, I decided to wait and see first.
However, seeing that General Motors seemed to sell its car very well, Jiang Hui decided to come and take a look in person.
Can Land Rover Automobile get the popularity of General Motors and increase the sales of Land Rover G and X?
At least let everyone know that there is a new brand like Land Rover on the market selling.
When other new models are launched in the future, there is no need to start over. "Did we find ourselves a dealer, and have only sold hundreds of Land Rover G-Series and X-Series in the past month?"
Land Rover took its two models to Europe earlier for sale, but its results were not particularly ideal.
European consumers are quite cautious about a brand-new brand of models.
In addition, Land Rover does not advertise on a large scale, so the effect is not satisfactory. "Yes, the current monthly sales have not exceeded 1,000 vehicles, but overall, the weekly data is increasing month-on-month."
Those who do sales must start from There are good explanations found in various data.
At the dealer conference of various automobile companies in later generations, there must be many firsts in the report.
If the sales volume in the first month is not the highest in the country, it can be divided into the first in the SUV market.
If it is not yet, it can be said to be the number one in the medium and large SUV market.
If you still don’t have the chance to become the first, then you will further divide it into the first place in the medium and large SUV market with a price of more than 300,000 yuan.
If this doesn't work, then we can subdue it. Anyway, we can definitely find a few firsts.
"GM is able to increase sales of Buick G and Chevrolet X in such a short time, which shows that our two products are still very attractive."
"But our own popularity is too low , the brand recognition is still relatively low. "
"Since that's the case, let's communicate with dealers and let them promote the difference between the Land Rover G series and the Buick G series."
"You can even ask the media to report on the differences between these two cars, so that everyone knows that there is no difference between them except for the logo."
GM sells these two in Europe The car has not been communicated with BMW Automobile Group.
Since this is the case, if you take advantage of others' popularity, you will not feel guilty.
Besides, one plus one does not necessarily equal two, but may also be greater than two.
"These things may require the cooperation of dealers."
"The most important thing to get them to cooperate is to be profitable."
"Our sales The price is similar to General Motors, so there is no need to lower the price, otherwise it will become vicious competition."
"In this case, you can only reduce the wholesale price for dealers and expand their profits."
Chen Chenxing is now an experienced salesperson and soon gave his own plan.
For Land Rover at this stage, any means can be used as long as it does not lose money.
After all, it is more important to gain market reputation, not to mention that there is the effect of export and foreign exchange earnings behind it. "Okay, then follow the plan you mentioned to mobilize the enthusiasm of the dealer."
"Then go to the magazines and media and make appropriate advertisements."
"We must run the European branch well."
For the Chinese companies in this era , it is actually very difficult and stressful to expand the markets of developed countries such as Europe and North America.
If you want to recruit a local employee, your salary will definitely not be worse than your peers.
But at this time the gap between China's wage level and Europe was very huge.
People with the same position only have a basic salary of less than 100 yuan in China, but they can go to more than 1,000 US dollars in Germany.
These dozens of times the gap brings a huge impact on people.
Especially, it is impossible for the branch to have people arranged by the headquarters.
How to formulate salary and benefits for these people is also a very test of people.
"The competitiveness of Land Rover G Series and X Series is strong enough, and sales will definitely be continuously improved."
Chen Chenxing knew that the next time was the time to test his abilities.
Soon, the Buick G-Series and Chevrolet X-Series prototypes appeared simultaneously in the exhibition halls of various Land Rover dealers.
Almost every dealer purchased these two cars and placed them there for comparison.
After all, no matter how much you say, it is not as convincing as the real car coming in front of you.
At the same time, the subjective initiative of these dealers was also mobilized.
In order to hype the popularity, some dealers directly contacted sales staff from companies such as Volkswagen, PSA, Renault, and Toyota.
Let them "treat" GM together.
The automobile market is relatively fixed. If others eat more, you will eat less.
Some people stand up, and all car companies are naturally happy to push behind the scenes.
So in less than a week, the topics of plagiarism involving GM's Buick G Series and Chevrolet X Series have become popular topics in many parts of Europe.
Some people are very clear about the relationship between GM and Land Rover, but they deliberately don’t know it, so it’s easy to hype and plagiarize topics.
After all, ordinary consumers will believe that one of them is plagiarizing the other party when they see these two cars that look exactly the same.
The media now reports that more people believe that GM has copied.
Of course, General Motors will definitely not take the blame.
The people immediately came out to refute the rumors, saying that the two cars did not copy, but were developed and produced and sold in cooperation with China's BMW Automobile Group.
But in this way, although the plagiarism hat was taken off, it was equivalent to letting everyone know the names of BMW Auto Group and Land Rover.
The purpose that Land Rover Auto dealers want to achieve is basically achieved.
"Chen, our store sold 34 Land Rover G-Series Off-Road Vehicles and 12 Land Rover X-Series Pickups in the past week."
"According to this pace, we will sell it in the next month. There is no problem with 200 Land Rover. "
As the only Land Rover auto dealer owner in Munich, Francis's business is not small.
In addition to selling Land Rover, his store also sells products from several brands such as Saab Auto and Volvo Auto.
He was originally attracted by the appearance of Land Rover's products, and coupled with the excellent performance of these two cars in the American market, he cooperated with Land Rover and prepared to make a try.
Now it seems that I have succeeded.
The sales volume of more than 200 vehicles per month is very considerable.
The risks he needs to take are very small.
"Francis, we currently have only eight dealers in Germany. If you are interested, you can expand your business in other states."
Chen Chenxing is also in a good mood.
Land Rover's sales in Europe were less than 1,000 vehicles a month.
It's completely different now. Several markets that have entered, such as Germany, France, and England, have already exceeded 1,000 units in one week.
At this pace, it is not a big problem to exceed 5,000 vehicles per month.
This is still the data when the markets of various countries are not fully developed.
If you work hard, it is not impossible to sell 10,000 vehicles a month. "I'll go and check out tomorrow to see where I open a new store."
It's a fool if I have money but don't make money.
Francis saw the future of Land Rover and was naturally willing to make money.
"In addition to the Land Rover brand, our BMW Auto Group also has products from the Mercedes-Benz brand and BMW brand."
"In the future, new models will continue to be introduced to the market."
"Our company's The person in charge is the most powerful automobile designer in China and has a high status in the global automobile design industry. "
"Every car he designed is very classic."
"The new products we launch in the future will definitely not be worse than the two we are now."
Although Francis has planned to expand his cooperation with Land Rover, Chen Chenxing is still preparing to draw some pie for the other party.
Otherwise, his enthusiasm might not be so high.
Who knows how long this inspection will take?
…
When Land Rover was excited, GM was a little nervous inside.
"Edward, how about it?"
"Have our sales in Europe affected?"
As soon as the storm occurred in Europe, Murphy received relevant reports.
Although the storm subsided quickly, it also made General Motors be fooled by the newspaper for several days. "It's strange to say that the sales of Buick G and Chevrolet X have declined in the past two or three days when the public opinion storms are fierce. Now the daily data is better than before."
< br>
"I guess the sales of Buick G Series alone in Europe will exceed 10,000 units."
Edward's answer made Murphy feel relieved.
No matter what the reason is, as long as the end result is good, everything will be fine.
"Where is Land Rover? How are they selling in Europe?"
Since he has not been affected too much, Murphy has the heart to pay attention to the situation on Land Rover. .
"Sales have increased, and the increase is quite large."
"Conservatively estimated that their sales in Europe increased from less than 1,000 to more than 3,000 units in a month."
"But with We still have no way to compare." After Edward said this, Murphy couldn't help but mutter, "After trying this, will our sales increase in both companies?"
Although I think this result is a bit incredible, since Edward has reported this way, it means that the result is like this.
"Yes, through so many media reports and discussions by relevant personnel, the popularity of Buick G-Series and Chevrolet X-Series has increased a lot in the European market."
"The appearance of these two cars is enough to make people feel better." Amazing, our GM brand influence is supported there. "
"So many consumers are willing to choose them." "
Edward naturally also analyzed the situation in advance The reason for the change.
Thinking about it, this is more reasonable.
"This situation is a bit surprising."
"It seems that you should think of more solutions in the future. As long as it can increase its popularity and have a good impact on sales, even if it is a bit negative news, it will not It must not be accepted."
After Murphy said this, Edward understood some of the focus of the next stage of publicity.
As long as sales rise, everything is easy to say.
No mistakes, one poem, one post, one content, one in 6, one book, one bar, one read!
On the other hand, everything you say is wrong.
…
"Old Li, we have reported to recruit people, you can implement it quickly."
"The factory will start to directly transfer Land Tiger next month The production of G increased to 28,000 vehicles, and the production of Land Rover X increased to 22,000 vehicles. "
"Our assembly workshop must work three shifts to barely meet production needs."
Chang Hongjian is the director of the assembly workshop, and this period is full of happiness and worries.
The new factory was only officially mass-produced this year, but the production capacity was already overloaded before a year had passed.
It's been a month now, and except for occasionally stopping to repair the equipment, I'm working all the time.
Of course, the company's money is in place, but no one has any objections.
After all, the income of working in BMW Auto Group for a year is more than that of workers in other inland cities for several years.
As long as you are not an apprentice, even an ordinary worker, the annual salary and bonuses have combined more than 2,000 yuan.
In 1986, this was definitely the top treatment.
Even in Shenzhen, where the salary level is generally one or two times higher than that in other places, this income is the best.
After all, ordinary workers in other places earn only three to five hundred yuan a year.
The annual income of more than 2,000 yuan is no longer a difference of one or two times higher.
"Director Chang, don't worry, I have cooperated with several technical schools in Yangcheng, and they will arrange a group of people to come soon."
"Then our training center will immediately expand the scale of recruitment. , fully meet the needs of each workshop. "
Li Xuewen has been very busy during this period.
Recruit people, recruit people again!
The BMW Automobile Group is developing too fast and the talent gap is huge.
On the one hand, we need to dig some technicians from other peers.
On the other hand, there are not enough workers at the production site.
Workers certainly cannot rely on digging. Most of the time they recruit young people who take risks to make money from Shenzhen.
Of course, since this year, Li Xuewen has found a better way to directly cooperate with some technical schools.
He even communicated with Shenzhen City, hoping that several technical schools could be established in the city to provide high-quality workers for factories in their jurisdiction.
This requirement has also been adopted, and new technical schools will start enrolling students starting next year.
At the same time, the district also specially assisted BMW Automobile Group in building a very large talent training center to provide training opportunities for newcomers.
There are at least a few hundred people studying in this talent training center every day.
After completing the training, it will be arranged to each workshop. "That's what you said. At that time, there are not enough people, so I will squat in your office every day."
After hearing Li Xuewen's words, Chang Hongjian breathed a sigh of relief.
If the manpower is in place in time, everything can be maintained.
Otherwise, it will affect export and foreign exchange earnings at that time, it will be a pity.
Fortunately, when the new factory was built, Jiang Hui Qiankun made arbitrary decision and directly built the largest production factory in China for Land Rover Automobile.
At the same time, the land of the new factory has also started three-way and one leveling work in advance, and construction can be put into use at any time.
...
"Brother, Land Rover Automobile has adjusted its production plan again, and its production will increase significantly next month."
"The production capacity of some of our parts is already very tight. .”
Guo Shengbin was also very busy at this time.
Official manufacturers increase production, and suppliers naturally need to increase production.
Any link that fails to link will eventually affect the improvement of production capacity.
"We must not lose the chain if we should work overtime, and we should recruit people if we should recruit people."
"Then we have prepared the imported stamping machine before, so we must speed up the speed."
"If you continue to increase production in the future, don't be in short supply."
Guo Shengqiang now lives directly in the factory most of his time, watching the production of various parts himself.
Yonghua Stamping Factory has supplied Land Rover Automobile with a lot of small brackets and stamping parts. Whether it can take off in the future depends on whether it can keep up with the development pace of Land Rover Automobile. "We need to consider outsourcing the production of some brackets with relatively simple processes to other manufacturers for a period of time." "Otherwise, I am worried that if an accident occurs, it will really affect the supply."
Guo Shengbin expressed his thoughts.
External production will increase costs.
And there are certain quality risks.
This is definitely not the situation they want to see, nor even the situation Land Rover wants to see.
However, as a temporary countermeasure, this is the only way.
"You can go to the outsourced factory to watch it yourself, and make sure that the parts are produced with quality and quantity."
Guo Shengqiang naturally knew the current situation, so he could only do so Enhance management to ensure that the parts do not have any problems.
As for some cost increases, there is nothing we can do about it.
…
"Leader, I found out from Land Rover that their production plans for next month have increased significantly."
"Only Land Rover's two models will be planned to produce 50,000 vehicles next month. "
"Ninety percent of these models are used for export."
"At that time, Land Rover's monthly export foreign exchange earnings will exceed US$400 million, or even reach US$500 million."
Yao Yiming is now increasingly understanding why his leaders attach so much importance to BMW Auto Group .
There is no more powerful factory in China.
In just a few years, we have won the current situation from scratch.
This is something Yao Yiming dared not think about before.
"Are you talking about the overall production of BMW Auto Group reaching 50,000 vehicles, or is the production of two Land Rover cars reaching 50,000 vehicles?"
Although Yao Yiming has actually made it clear, Liu Tianwu feels it is a bit It was not true, I couldn't help asking again.
The monthly production of Mercedes-Benz sedan has stabilized at over 10,000.
The output of BMW's Light is also at the same level.
If Land Rover has 50,000 vehicles, then the entire group will have more than 70,000 vehicles.
This is really exaggerating.
In the past few years, the output of all automobile factories in China combined was only hundreds of thousands of vehicles a year.
Now BMW Automobile Group has the opportunity to reach 700,000 to 800,000 vehicles, and will even hit the 1 million vehicles in the future.
He felt like he was on a Rocket, with a bright future.
"The production of the two cars, Land Rover G-Series and Land Rover X-Series, reached 50,000 units per month."
"The monthly production of the entire BMW Automobile Group exceeded 70,000 vehicles."
"They are busy recruiting people every day, and the production line is full of three shifts."
"The other side of the dock is to take The personnel responsible for the ship loading of the export have to work overtime. "
Yao Yiming's words of affirmation made Liu Tianwu smile.
He will prepare to report this good news to the city later.
The achievements of Shenzhen City Special Administrative Region this year will definitely blind everyone’s eyes.
The speed of Shenzhen City has become a veritable miracle. "I remember that the Land Rover factory designed production capacity was 240,000 vehicles?" "Under normal circumstances, isn't it a level of 20,000 vehicles per month?" >
After being happy, Liu Tianwu thought of a question.
How did Land Rover complete the production of 50,000 vehicles per month? "Leader, you have a good memory." "Their planned production capacity is indeed only 240,000 vehicles, but that is a normal weekend holiday, and the production line is also based on the situation of two shifts. .”
“It is now a production state that is almost endless throughout the month from the beginning to the end of the month, and the production rhythm is also adjusted to the fastest production. ”
“This Production should be unsustainable, occasionally January is OK, but equipment may have problems if it continues in the long run.”
"I estimate that in the next step, they should adjust the production capacity of some Land Rover Automobile to the first factory, so that the production capacity of the two factories will be slightly balanced."
Yao Yiming was very glad that the information he inquired was comprehensive enough, otherwise he would have been better off. I really can't answer Liu Tianwu's question.
"The first factory itself is in full production state and often works overtime."
"I think the construction of their third factory should take action."
< br>"I will go to Director Jiang to talk to you in a few days."
(This chapter ends)