Marketing Law hunger to expose lies 10 car manufacturers – car manufacturers, Marketing – Automotive industry-hc360 HC Network
First, to maintain bottom line, set the industry benchmark price
Typical case: Accord Price is affected by supply and demand
, is not entirely dependent on a car who cut prices, and competitors responses. No competitors or opponents are not strong, you cut prices; rivals in price cuts, you do not cut prices, simply to deceive ourselves.
21 century, the wide sweep instinct to Accord B-class car market in China, the price has remained strong, it is because no decent opponents car.
Second, increase hunger Marketing
Case: Golf 6
No manufacturers will produce less deliberately stupid, unless the mind is sick.
" Hunger Marketing "Is a myth, the source of this myth is that Chinese people are always willing to believe the conspiracy theory. In fact, the source of the problem is simply because the manufacturer no capacity available.
Capacity constraints, generally for two reasons:
First, the total mode of production, the total capacity is fixed. Therefore, the manufacturers of the scheduling, is a balanced game. The total number of vehicles needs to be sacrificed;
Second, some of the core parts supply is not on. Some can not force the supplier and, some card providers deliberately you. Particularly those who master the core technology of a strong supplier.
Golf 6 was listed in 2009, a total of about 5,000 units. So hot in the car market, the FAW – the public is very frustrating.
Third, own brand
Typical case: MG
At least in the current China, this is a joke. Especially for joint ventures, the development also copied most of the drawings at this level.
So-called self-developed car, is that three categories:
First, the senior. Foreign shareholders led by the R & D or R & D, design, or outsourcing to large foreign companies, and then get hold of their own brand. This is mainly seen in the joint venture;
Second intermediate. Acquisition of some foreign technology or platform and put their own brand. This is mainly seen in the domestic large Car Group.
Third, and most end. Started by scrap dealers, be their own "R & D," but always run away copy suspicion. This is mainly seen in a private car manufacturers.
4, refused to follow the trend of expansion
Case: Guangzhou Honda
Expansion may not be true, but said he "refused to follow suit", it seems very hypocritical.
As the market broke out in 2009, the existing production capacity largely depleted. New capacity to be expanded, tens of billions of dollars, but also a relatively long period. In addition, due to the particularity of automotive logistics, but also to the site search. Auto manufacturers caution that is a natural thing, especially for the Japanese manufacturers pay attention to economic operators.
5, price cut back
Case: Sonata
Price cut is only one reason is that cars do not sell, no matter what kind of coat dressed. Olympics worth mentioning X anniversary celebration plant matter whether to XX user worth mentioning.
In fact, the real price cuts initiated by manufacturers to the number of small, after all this stuff a beating, decision-making process is surprisingly slow. Most of the time, the site offers, lower prices of information, but the gunmen were constantly in the same old stuff, just to attract set-off.
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