Automotive Black Technology Chapter 274: ：Everyone wants to bite the fat meat
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In Hiroshima, in a small conference room of Mazda Motor Corporation, a conversation between only two people was taking place.
One day ago, Mazda China General Manager Mori Yoshimoto suddenly returned to China. After spending a night with his family, Convenience asked to see Taro Matsuda, the director of the Overseas Business Department, this morning.
At this time, a slideshow about Audi TT was playing on the screen in the conference room.
The rise of Mazda as a company is quite interesting.
The history of this company can be traced back to 1920. But don't get me wrong, they weren't making cars in 1920.
So, what does this company do?
Making wine sealing corks!
Mazda is just a transliteration, just like the Japanese pronunciation of Toshiba is Toxihachi. Its original name was Matsuda Toyo Cork Industry Co., Ltd. It was not until 1931 that Matsuda, that is, Mazda, officially entered the automobile manufacturing industry starting from the production of three-wheeled trucks.
Three-wheeled trucks sound a bit fancy... In fact, this business is also very prosperous in China...
It’s just that we Chinese call this kind of transportation Sanbengzi.
So you see, how honest we are...
Because of Japan's defeat after World War II, local industries were hit by thousands of tons of U.S. imperialism. Even Hiroshima, where Mazda's headquarters is located, was hit by a mushroom bomb. Therefore, it was not until 1958 that Mazda officially entered the production of small four-wheel trucks.
It was not until 1960, after the successful launch of the R360COUPE, a lightweight sedan, that Mazda truly became a comprehensive automobile manufacturer.
The real opportunity for the company to take off came from the Familia series of cars they designed and produced in 1963.
After accumulating enough reputation through this series of cars, Mazda's family car export strategy has won a huge victory. In total, Mazda exported nearly a million cars to the United States during the 1970s, and countless more were exported in bulk.
When the company was at its best, Indonesia, Portugal, eight more, Iran, the Philippines, Pakistan, Thailand, Kenya and other small countries were their loyal users.
Speaking of this company’s marketing philosophy, it’s quite interesting.
In Mazda’s brand DNA, the concept of “zoom, zoom” is an important part.
What do these two words mean?
Translated into Chinese, it is "Didi Menmener".
That's right, it's the onomatopoeia we made when we were playing with toy cars when we were kids.
The intrinsic meaning of zoom is to produce cars that bring drivers the same fun and enjoyment of life as they did in childhood. Going a step further, it means creating a car that everyone can afford and that is worth buying.
This is quite similar to the old Ford's slogan of "creating a car that everyone can afford" that Li Fanyu used at that time.
During the most glorious stage of development, Mazda has always adhered to this concept.
But...I am afraid of buts in everything.
After being awesome, Mazda did not take the right path.
After ZoomZoom, they proposed more than N product concepts. Including "fashion", "creativity", "dynamism", "excellent design", "superior functionality", "responsive control and power" and so on...
Up to now, these concepts are all mixed together, and it is no longer clear which one is the most important.
As for the Mazda cars currently on the market, apart from the rotary engine that seems to never become mainstream, all that remains are old technologies that will never be updated, and various exaggerated exterior designs.
Compared to fellow competitors Toyota and Honda, Mazda entered the Chinese market slightly later. Up to now, there is only one core concept left in the promotion of our products in the Chinese market - our home-made cars are good-looking!
Then...the so-called good looks are still in their own eyes.
I don’t know who gave them the pride and self-confidence,
……
After reading the slides, Matsuda Taro sat at the head of the conference room and listened carefully to Mori Yoshimoto's analysis and explanation.
“For the Zhengxin TT model, I believe that the key to its great success is to capture the psychology of young women in the current market! Moreover, it especially captures the shopping psychology of professional lovers!
This car can only be called average in terms of performance. Like the X-power they launched before, it cannot be called a sports car in terms of power!
I think it is completely different from the RX series sports cars designed and produced by our company! The key factor for its success comes from the appearance design that is as beautiful and fashionable as our Mazda!
But its price of 450,000 yuan has certain advantages over the RX-X, the most powerful sports car we sell in China!
So I think that if we can launch a car with a pleasing appearance and a slightly low price that can meet the spending power of China's high-income class, we can capture this market. Please consider this, Minister! ”
After Maori Yoshimoto finished speaking, he stood upright and bowed deeply.
Matsuda Taro stroked his thick gold-rimmed eyes on the bridge of his nose and smiled disdainfully.
"Maori-kun, you mean that the model of Zhengxin is launched for Chinese female professional lovers?"
Maoli raised his head and smiled, "Exactly!"
"It's really interesting. If the market in this area is as huge as you said, then the number of professional lovers in China is really quite large!"
Matsuda put his arms on the table, with an unspeakable amusement in his eyes.
"I heard you say before that there is no Kabukicho in China. I was still wondering how those poor men would use to vent their excess energy. Now it seems that they have different methods , haha! ”
"There is a saying in China that there are policies from above and countermeasures from below...I didn't understand it very well at first. But after living in China for nearly four years, I think this sentence is so insightful!"
Hearing this novel statement described by Maori, Matsuda gave a slight sigh. Then he understood and responded with a burst of laughter.
After the joke was over, he returned to business. A reply was given to the gross profit proposal.
"Maori-kun, now that you have seen the huge profits hidden here... Based on my understanding of you, you must have your own ideas and plans when you return home this time, right?"
Maori Yoshimoto nodded heavily, "Hi! The minister really understands me!"
"Please tell me!"
After receiving Taro Matsuda's inquiry, Mori Yoshimoto immediately revealed his plan.
"As far as I know, in addition to us, there are several car companies preparing to conduct research and development for this market. If we want to win the first place, we must start immediately and do our best to seize the opportunity!"
Matsuda Taro frowned and said: "But Mori-kun... At present, the company's two models for the SUV market, as well as two compact models and a sports car are under development. In such a high-density project progress I’m afraid I won’t be able to gain an advantage in terms of time.”
Maori Yoshimoto did not appear discouraged by this situation. He crossed his hands in front of his waist and said confidently to Matsuda: "Minister, that's why I came to the headquarters in person. Regarding the issue of cars for women, I have already planned the market. Without pursuing power but pursuing appearance, we can completely improve the existing, mature mass-produced small cars and add the appearance of a sports car. In this way, we can greatly improve it! Reduce development time and cost! ”
"Mass-produced small cars? Maori-kun, the only small car we are currently producing is the RV-3! If I remember correctly... the RV-3 is only equipped with a 1.6L displacement engine. ”
Yoshimoto Mori smiled slightly, "It doesn't matter, Minister Matsuda, the power of the TT is only at that level. As long as the appearance is beautiful and the price is right, weak power will not be a stumbling block for us!"
Matsuda was stunned for a moment, then laughed loudly: "Mouri-kun, you are worthy of being a graduate of Mubai, the most powerful design school in Japan! In that case, let's go ahead and do it! I'll leave the internal communication to you I, as you said, we have to race against time. After all, those professional lovers in China are very hungry..." (To be continued.)