The "configuration game" in the automotive industry

The price of the hatchback fit has just been announced, and many people in the industry are talking about it, and think that this price is not the style of Guangzhou Honda. A media friend, out of good intentions, suggested to Zeng Qinghong, deputy general manager of Guangzhou Honda: “Why don’t you push a hatchback with a small configuration and a price of only 80,000 yuan?” This is a brilliant idea. As long as the introduction of such a hatchback fit, Guangzhou Honda can not bear the notoriety of selling high prices. A clearer approach is to not introduce this car at all, just to declare such a car to go abroad, such as sports corolla Jin Rui debut Hainan Mazda recruit 4S dealers back to photography competitions, win prizes! NPC Fuzhong net school enrollment Zhongguo consumers want to buy, they tell them that they have not yet arrived, but in fact can never be goods. This is actually not my invention. Vios did this. Imagine that when Vios was just listed, the price spanned 125,000 yuan to 195,000 yuan. Various configurations were complicated. A look at the price list, I believe all people will be in the cloud. In the fog, the 125,000 Vios models have not been produced for a year! By deploying the game to implement its own pricing strategy, this seems to have become the current practice in the Chinese auto market. The Vios is only an extreme point. More manufacturers use the configuration as a tool for price reduction. On the one hand, they announce price cuts. On the other hand, they secretly reduce their configuration. Unclear consumers think that they have really benefited. Recently, there was an economical sedan. After several rounds of price cuts, the sales volume was always unsatisfactory. The manufacturers then came up with tricks to reduce the allocation. The original car price of more than 100,000 yuan dropped by nearly 5,000 yuan. Found that the electric window is gone, the CD is gone, and the cup rack is gone... Who knows that today's consumers are getting more and more sophisticated, and at a glance they see through the tricks of manufacturers. The good news is to find this discovery on the Internet. In order to spread, this originally very classic car is only a way out of slow sales. Some people may say that in foreign countries, consumers buy basically a light car, buy a CD, radio, and leather seat after buying it, so the same model, with up to hundreds of optional parts for buying Home selection, this is also an important reason why foreign car prices do not have a “national uniform price”. However, do Chinese consumers accept this "DIY approach"? The answer is no, it does not matter if you don’t believe you look at the failure of the GOL car. GOL was originally sold in Brazil without air conditioners and radios. However, after the arrival of China, Chinese consumers could not accept the fact that cars did not have air conditioners and radios. Some people even called GOL "naked cars." Now that the GOL has changed its course, it is difficult to completely eliminate the bad influences. Return to the question at the beginning of the article: "Why not reduce the configuration of Fit?" Zeng Qinghong's answer is very simple - afraid of consumers feel trouble: too many different models of the configuration, consumers have no choice but a model configuration too Less, after the consumers buy back, they must install themselves, adding endless troubles. Although this idea runs counter to the trend of the world, it is the most suitable practice for China's national conditions. (Text/Sao Qing)

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