Mu Yang's words made Yin Mingshan fall into deep thought, thinking about Mu Yang's words.

And Mu Yang felt that Lifan's senior management must also know about Lifan Company's problems.

But I don’t dare to mention it to my boss because I’m afraid that my boss will be angry or fired. One more thing is worse than one less thing. If you stick to the status quo, you won’t get paid.

No matter which country you are in, men love cars and face. The logo and brand name of a car are actually a man’s face.

Even if Lifan Company produces a high-end car with a low price, many people still dislike Lifan’s car logo and brand name.

That's right, at least five out of ten people are disgusted.

But in Yin Mingshan's eyes, older generation entrepreneurs like them feel that brand is their vitality. If they change the brand, it will feel like changing their blood will kill them.

Maybe Yin Mingshan hasn't realized that the Lifan brand and car logo are just a mole on the customer's eyelids. It's better not to have them. It's so embarrassing to say it.

His son loves luxury cars. Maybe his son is aware of this problem and has proposed this issue to his father. He is just an older generation who does not want to change and has a stubborn mind:

What I think is the most important thing is not worth a penny in front of customers, and they will also dislike it.

Of course, the above is just Mu Yang's unilateral speculation.

But Mu Yang feels that this is really possible:

Li Auto was smart and created a Lynk & Co brand, Lynk & Co 01 became a big hit:

But if you keep the same configuration and the car is named Juli] 1, and the car logo uses Juli, it is estimated that sales will be poor.

Xingyue is very popular, but if Rudai changes the car logo, Mu Yang believes that it will become even more popular:

It can be said that car logos and brand names have a great influence.

It's okay if it's ordinary, but you can't just hear this name and think it's LW, it reminds people of cheapness:

Yin Mingshan looked at Mu Yang's eyes and saw that Mu Yang had a calm expression and was drinking tea without any trouble.

"Mr. Mu, I think both are important. If the general direction is wrong, it will be in vain; of course, ideas can change destiny."

Mu Yang nodded and said, "Mr. Yin, I suggest you do a customer survey. I believe customers are very discerning.

Since customers are consumers, you can listen more to their opinions. Customers don’t care about your face. They can say whatever they want and tell the truth. On the contrary, your subordinates will most likely please you.

Not necessarily telling the truth.

My opinions only represent my personal views and do not represent Lifan's customers."

"It makes sense, but we don't pay attention to this aspect. So, may I ask Mr. Mu, if you were a customer, how would you make a choice?"

Seeing that Mu Yang really wanted to hear his opinion, he seemed uneasy if he didn't get it. He sighed and said, "Mr. Yin, if you want to buy a 5350, change the car label to Li and change the car name."

become

At the same price, will Yu buy it?"

Cheng Li shook his head directly and smiled: "Yes, you will buy the Mercedes-Benz 5350 mainly for business use."

"I'm sure the original price of the 5350 was 1 million yuan. If I exchange it for Li Shufu, how much does he think it's worth? Will the customer pay for it?"

"Eight or seven hundred thousand."

"Does this mean the car logo and brand must be changed to a new one?"

"Maybe 700,000 to 800,000." Cheng Li replied after thinking for a while, and he also came to his senses, "You understand what you mean, Mr. Mu, the problem of Lifan Automobile, the car logo and brand is not a small issue:

It's like a new one."

Before he finished speaking, Cheng Li sighed: "Actually, you have realized that problem a long time ago and want to make the car better. Of course, you have been imitating others, but your technical level is sufficient. 5

Able to compete in the high-end market:"

"That's what I mean. Car logos and brands only make customers more accepting. Next, it depends on the appearance of the car, and then the quality and cost performance. For a few people, the appearance is definitely acceptable. From then on, it depends on the appearance of the car.

It depends on the quality and configuration. How many customers who buy cars really know about cars? We can only judge by first impression and choose according to the niche," Mu Yang analyzed, "Of course, you represent the niche.

,[

When you buy a car, the first impression is really not based on the quality and brand. The seventh is the appearance, and the eighth is the price and configuration."

"Is price the most important? Should we target customer groups first?"

"That's the truth. However, as long as the car is good and has a little click, customers will still pay the bill. The positioning is 70,000, 100,000, 170,000, 700,000, 800,000. In your country, the domestic brand Bayi

If there is a ceiling, then we must first accept the concept of 800,000 domestic cars." Mu Yang said, "Every price range has different consumer groups. Investigate the configuration of competing cars.

These are all the previous things. You think, the appearance, the car logo and the brand are all in the eyes of customers. All the previous things are in vain."

Cheng Li nodded frequently. In fact, this was the first time I heard such a point of view. My son also said that, but I didn’t have my own obsession. I thought my son knew about cars.

But I overlooked one thing. My son, who bought such a small car, is also a consumer and represents the voice of many customers.

Mu Yang's words are very unconvincing. Xinghai Group's Hummer EV is not a representative of success.

Did Mu Yang directly tell me about Lifan’s car logo, brand and car’s ugliness? He said it very euphemistically, and it didn’t leave me any face.

It really convinced me that Zhongren was not that powerful back then.

Cheng Li looked at Mu Yang gratefully and asked: "Thank you, Mr. Mu, are you interested in investing in Lifan? As long as it is a controlling stake, you can agree to him on any terms, or as long as Mr. Mu is in Lifan

As a leader, I will give you more guidance every year, and you will receive 10% of the shares for free."

When Mu Yang heard this, he was not surprised at all, but he shook his head: "Thank you, Mr. Yin, you have so little energy, and you are still worried about the things at hand."

Before Cheng Li finished listening to Mu Yang's words, he smiled to himself: "That's presumptuous."

Mu Yang put up his hands to express his concern and knew that I was eager to seek medical treatment.

But to be honest, I gave Mu Yang the shares for free. Mu Yang wanted it all. To be honest, I don’t think I dislike it.

Mu Yang did not talk about other things, such as being optimistic about new energy vehicles in the future. He only talked about car logos and brands.

Cheng Li wanted to go up, but saw that no one knocked on the door. Mu Yang opened the door and it was Yin Mingshan.

"Oh, Mr. Yin is there too," Bo Guhe said not surprised, "They can continue chatting, you can come back later."

"Mr. Li, you haven't finished talking yet." Bo Guhe felt that he had not run out of answers, but I was a little confused. He glanced at Mu Yang and said, "Thank you, Mr. Mu. You have gained very little, and I don't have time to visit again."

.

"You're welcome," Mu Yang took the initiative to shake hands with me. Cheng Li shook his hands and left Mu Yang's bedroom.

Yin Mingshan listened to the conversation between the two and thought about it briefly, guessing what the two of us talked about.

Seeing Cheng Li before leaving, Lao Guhecai said with a smile: "At that time, he must have had a rest, so I came to chat with him and drink tea. Isn't it a delay?"

"What do you have to do? I just wanted to chat with him and drink tea." Mu Yang smiled and asked me to get rid of the mirage.

Lao Guhe sat forward and said, "Mr. Yin seems to have nothing to do, please ask him."

The matter with Chengli is a private matter, but Mu Yang also wants to put it out there and say that it is a matter of quality: "Talk is about asking, not communicating with each other."

"bluff, you think I want him to invest in Lifan."

"His ripples are pretty accurate, but that's not the case."

"It's still like investing in your profit group."

Mu Yang knew that Yin Mingshan was joking, so he smiled bitterly and said: "You don't have so much time to do all the things in your company, so you agreed,"

Yin Mingshan patted his calf and said with a smile: "Haha, isn't it? If it were you, you wouldn't be too lazy to invest. Xinghai Group's positioning is the same. If you don't have the funds and energy, you'd better invest in downstream companies and

If the industry chain is made smaller and more complete, the profits will be less."

Before finishing speaking, he asked: "What happened today is true, right?"

"What is he referring to?"

"The financing is more than 20 billion yuan."

"It's true. If he wants to join or withdraw, you don't have any objections. You welcome him, but he will definitely accept the price."

"Tell me about it," Bo Guhe asked. I dared to guarantee it that time.

Mu Yang did not directly answer Lao Guhe's question. Instead, he first told me about the current situation of lithium batteries. Only because the other party did not understand it did he know that Xinghai New Energy Technology Company was worth very little.

The financing is much less, and the current valuation is much less. Mu Yang has asked the team of the investment company, but there is no estimate yet.

Xinghai Group is a technological shareholder of Xinghai New Energy Technology Company, and the researchers belong to the new energy technology company. People here know that the technology actually comes from Mu Yang himself, and Mu Yang is the core.

However, the financing is much less, and the technical shareholding is fixed at 15%, which will always be diluted.

The cost of Xinghai Group's battery pack is 40 yuan/kWh, and the selling price is 150 yuan/kWh. The high-end Hummer Ev version has 16 kWh:

70,000 battery packs are pre-sold, with a maximum gross margin of 8.8 billion yuan.

Of course, as new energy vehicles become more popular and battery competitors increase and decrease, battery prices will continue to fall.

According to a few years ago, the new energy market share was getting lower and lower, accounting for only 20%, with annual sales of 10 million vehicles.

Muyang estimates that when the market share reaches 20% in 2016, the price of lithium batteries may drop to 100 yuan/kWh, or even higher. Based on the average kWh capacity of each vehicle, so

The global lithium battery market size cannot reach the level of 700 billion yuan.

As long as Xinghai New Energy Technology Company accounts for one-eighth of the turnover of nearly 200 billion yuan, it will be a problem for the market value to reach 1 trillion yuan.

However, Xinghai Group's lithium battery technology currently has little advantage, occupying only one-eighth of the market share, profit margins are also lower, and its market value far exceeds that of the Ningde era of later generations.
To be continued...