Chapter 1736: The same is true for multi-brand companies.

The number of car brands in the Bingcheng Machinery Manufacturing Group is increasing, which has caused some people to worry.
They still remember that Feng Yu said that the same car is too many brands, so the loss is relatively large, in the event of an economic crisis, it will become so miserable.
Isn't that the same for Fu Te cars? When the economic situation is not good, you can only save the company by selling car brands.
With these counterexamples, how do the brands of Bingcheng Machinery Manufacturing Group become more and more?
There was originally a Songjiang card. Later, the SUV was listed and the Oriental Shenlu brand was established. This is nothing. Then I made the elf, specializing in the production of small cheap cars.
Now it has acquired the Leopard, focusing on the mid- to high-end market and the sports car market. In this way, isn't it seriously weakening the original strongest Songjiang card?
Others said that Songjiang should also be divided into several sub-brands, which should be separated from the low-end market, the mid-end market and the high-end market.
These arguments were finally fed back to Feng Yu.
Li Mingde and Li Dafu believe that the brand should not be much more, but there are some executives who think that it is okay to have more than a few. You look at the big car companies in the island countries and Europe, and the brand is not more than one.

Feng, I think we should set up a few sub-brands to divide our market in detail, which will help us to occupy the market of all classes.

"You see the domestic market, the major car companies have made efforts, they not only have their own brands, but also joint venture brands, which have a serious impact on our market share, our share is declining."
"If we don't make some response, perhaps our passenger car market share will fall below 40%, or even fall below 30%."

Once we divide the brand in detail, with the strong brand advantage and appeal of our Ice City Machinery Manufacturing Group, the promotion of sub-brands will definitely not be difficult, and we can promote different brands for different markets, perhaps Our share of the domestic passenger car market has returned to more than 50%!"
"Xu Zong, the lesson of the same car companies, do you have to learn? Multi-brand management, it is easy to lose sight of this. Not to mention we have four brands now, can not continue to increase." Li Dafu retorted.
"President, I don't think so. There are too many multi-brands in use, and many of them are losing money. But our multi-brands will not lose money, our market share will increase, and our profits will also Ascension, this is basically two things."
"You see Dezhong company, as well as the car companies in the island country, are also multi-brand operations, how fast is their expansion? Perhaps two years later, Madian and Dezhong are the top two in the world of car production and sales."

I have also studied other multi-brand companies, although not car companies, but as the world’s top big companies, there are many places worth learning.


For example, Procter & Gamble, the world’s largest daily chemical company, has a profit margin of more than 10%. They have more than one hundred brands, and there are more than a dozen or even many of them with sales exceeding one billion. It is a type of product."
"They can, why can't we? The loss of the same car is related to multi-brand management, but more importantly, they have not carried out effective alliances. We don't need to worry at all. Our R&D centers are all together. of."
Mr. Xu is now the vice president of Bingcheng Machinery Manufacturing Group. He knows that Li Mingde plans to retire next year and Li Dafu will succeed in his position. Then the position of the company president can be vacant.
There are several vice presidents of the company. Among them, he is in charge of the automobile business. He has to show his ability so that he can successfully take over the position of the president.
The vice president responsible for motorcycles, electric vehicles, agricultural machinery, etc., also aimed at this position. He is the youngest inside, and he thinks he wants the biggest.
Feng Yu watched everyone arguing, there is support for Li Dafu, and there is support for General Xu. It’s arguing, it’s okay, everyone will come up with a discussion and convince the other party. If anyone has an idea, the leadership is right, and the company is in danger.
"Well, everyone will quiet first. I mean, I understand. Since Xu always used the example of Procter & Gamble, I also said that my opinion is good."

Procter & Gamble, the world's most successful daily chemical company, has more than one hundred brands, but more than two hundred, nearly three hundred, covering ten categories.


Xu always believes that such a multi-brand company can operate very well, and its expansion is getting faster and faster, and its profits are growing. It is worth learning. I am recognized.


But Xu also said that P&G is a little different from our Bingcheng Machinery Manufacturing Group. They are daily, we are machinery.


How long is the service life of the machine? Can it be used up in a month or a few months? And how much does a car cost, and the cheapest elf, more than 10,000?

"How much is a bottle of shampoo? How much is a bottle of hand cream? How much is a bottle of cologne? How much is a tube of toothpaste? There are also a variety of products such as washing powder, soap, and many rural people who are not earning high income. Can you afford it?"
"They are daily chemical products. The core of daily chemical products is daily necessities, which are used every day. It is very fast. You can buy Head & Shoulders today, you can use Pantene tomorrow, you can use Rejoice the day after tomorrow. Maybe you can use one bottle a day. But one month, three months?"
"But the car is different. Open this car today. How many people can drive that car tomorrow? You can't drive for three days, but can you not wash your hair for three days, don't wash your face?"
"This kind of FMCG is really not analogous to our car. As for why they have so many brands, but you see, many of them are acquired."

Just like the Taihua Holding Group, there are also daily chemical products. There are several brands, which are taken back from the world’s top daily chemical companies such as Procter & Gamble and Unilever. When they entered the Chinese market, the brand was not recognized. ?"

Acquisition of the most well-known Japanese brands in this country, and then borrow this brand to establish a foothold, in order to promote their own brand.


It’s like some Japanese products that are famous brands in our country, but in foreign countries, I’m afraid no one has ever heard of them. They have their own brands.

"And this method can't be copied in the expansion of auto companies. The same car is so expanded and then failed. A big car brand is much more expensive than a daily brand."
"Since President Xu thinks that there are many brands under the big car companies in Europe and the island countries, but you have not read them carefully, their Dezhong's Dezhong brand and Madian's crazy field cards are also from low-end cars to high-end cars. Yes, just name the car by different names."
"And more intuitively, whether a car is expensive or not can be seen from the design. Compact, mostly economical cars, which ones look very cheap, which one is cheaper?"
Finally, Feng Yuyi hammered the sound: "We are temporarily on these brands, the domestic market, these brands are enough, foreign markets, the future does not object to continue to acquire other people's brands, but must have quality brands, in general, white do not want us!"
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