Automotive Black Technology Chapter 466: : Being too low-key is not a good thing for a company (please subscribe!)
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With such a research and development task set at once, the research and development team will be busy for a while. The current sales situation of F150 is very good. According to the report compiled by PCM retail terminal, the sales volume has been more than 3,000 units for one consecutive week.
So the current top priority of the company is production management tasks. Ensure that the three factories can do a good job in quality control while ensuring sales demand. In China, Zhengxin already has a complete production inspection system, but the three factories in the United States have only been established for a short time. Although Zhengxin's technical engineers are supervising the factory, Li Fanyu still feels a little unsure.
At the Nutter Factory, the workshop echoed with the "stab, tack, tack" of the welding robot and the rumble of the mechanical crane.
Due to the current huge production volume of the F150V6 version, there is not even a place for Li Fanyu to stay in the workshop at this time.
No matter where he stood, he felt like he was in the way...
However, in this busy scene, someone still discovered Li Fanyu.
When he saw a quality inspection engineer from Zhengxin arriving, he quickly put down his work and went to greet him.
"Director Li, are you here?"
Li Fanyu nodded, "Well, are you okay?"
"Fortunately, these workers are quite good. They have good skills and are willing to work hard. Boss, you are really good at selecting them."
Faced with his flattery, Li Fanyu was simply baffled.
How come you are so good?
These people are all recommended by the trade union...
At this moment, a two-meter-tall black man wearing work clothes came over. When he saw Li Fanyu, he took off his hat, bowed slightly and said: "Boss, welcome to the Nat Factory!"
Li Fanyu looked at the **** man in front of him who took off his hat to salute him, and nodded slightly.
Before he asked the man about his position, the black man said with gratitude: "Boss, although it is very abrupt to say this, thank you! Thank you for providing us with a job so that we will not be taken over by the bank. Walking from house to street.”
Li Fanyu is over 1.70 meters tall but less than 1.8 meters tall. Even if the **** man lowers his head slightly, he is still much taller than him.
Li Fanyu knew about the situation of these workers. When the company was expanding production capacity, Detroit workers and associations came to visit them. Talk to the company about whether workers who are on the verge of bankruptcy or already living on welfare benefits should be given priority in hiring.
These people are black people who migrated from various places during Detroit's prosperity.
As the auto industry withered, unemployment in Detroit cost tens of thousands of people their jobs. Although the United States has always said that discrimination should be eliminated, it is undeniable that even if they are the same skilled workers, white people still find jobs better than black people.
Li Fanyu is not that narrow-minded, so when the union came to him to recommend workers, he did not refuse because 80% of the recommended workers were black.
What Li Fanyu didn't know was that these workers had been rejected many times by other manufacturing companies in Detroit before.
Now they have found jobs again, and because of the large number of production tasks, the wages of these black workers in the Nat factory are not low, and some people even earn more than before when they were not unemployed.
Thus, the employees of Nat Factory are grateful to Li Fanyu; without jobs, no income, and facing reminders from banks, they have been struggling in the quagmire of darkness for too long.
Faced with such gratitude, Li Fanyu habitually wanted to reach out and pat the man on the shoulder to express his comfort. But when I stretched out my hand, I realized - Ma Dan’s height is a flaw!
He patted the man's arm wittily, "No need to thank me specifically, I am happy to provide you with a job. I hope you can work hard and use diligence to improve your predicament. By the way, your name is What name?"
"Just call me LeBron, sir. I am very honored to be promoted to the production supervisor of the Nutt factory by Mr. Culber. At the same time, I am also the head of the factory union."
Unlike in China, in ordinary factories in the United States, workers will spontaneously form organizations. Firstly, it is to better improve the working and living conditions of workers, and secondly, it is to unite and strive for greater benefits for workers. If a factory owner gets into a fight with a labor union, it will definitely be a headache.
And with Li Fanyu’s random act of kindness when these workers were in crisis, it was probably too late for these workers to be grateful.
During the chat, Li Fanyu learned that in order to meet the huge demand for the F150V6 version in the market, the workers at the Nat factory would voluntarily work overtime every day. In the United States, where the eight-hour working day is an iron law, this is something that can make the boss cry.
Li Fanyu did not expect that his unintentional kindness won the support of the workers.
When I first considered hiring these workers, I thought more that black people were stronger and could work...
After inspecting three factories in one day, Li Fanyu finally felt confident.
At present, everything in the company is on the right track. As long as this state is maintained, he will be satisfied.
But Mason, who was holding back his ambition to succeed, didn't think so.
After Li Fanyu returned to the company, Mason brought a plan and handed it into his hands.
"So, you want me to invest in the movie?"
Li Fanyu looked at the planning book in his hand dumbfounded, raised his head and made a question mark face.
"That's right, boss! Our pickup truck model seems to have been successful now. But in a recent survey, we learned that many customers only know the F150 but don't know Zhengxin. Boss, don't you think this is a very good idea? Big problem? ”
Li Fanyu frowned slightly, "Is there a hair problem? Isn't this normal?"
"Of course it's not normal! Brand, brand! Our models are successful, but the brand awareness has not increased accordingly! What does this mean? It means that we are still relying on one model for support in a fundamental sense. We are still in a The nouveau riche stage of recruitment! With all due respect, stupid, as an entrepreneur with such a large amount of assets, your marketing methods both at home and abroad are really too low-key!”
Li Fanyu wants to cry...
I don’t know how many people in China criticize me and Zhengxin for their excessive marketing. Now that I have arrived in the United States, some people actually say that I am low-key?
Brother Mason, you understand me!
I am actually that firefly in the dark night. Although I have the ability to illuminate an area, I don’t want to become a bright spot in this endless darkness and tightly fold my wings! I just want to hide my brilliance from the admirers lurking in the darkness!
Yes, I am a low-key and beautiful man with connotation!
Ahem...well that's not the point.
Li Fanyu calmed down and said, "Then what do you mean by not being low-key?"
Mason put his hands on his desk and said with a heroic look: "Brand awareness! Boss, I have carefully studied your development trajectory over the past year. I found an interesting thing, do you want to Listen?"
"Don't show off, tell the truth!"
"Look, whether you are planning to step on Rysfast's advertisement, whether you are using a Mini to participate in a drift competition, or whether you are operating an A8 to become a courtesy car for the Chinese government, you all have great ambitions. It's obviously purposeful. To put it bluntly, you do all these things for the purpose of marketing new off-line models! But you have repeatedly ignored the management of the Zhengxin brand.
When I communicated with domestic companies, I didn’t find that you had any marketing methods for the Zhengxin brand. So you see, even though Zhengxin operates so well at home, it doesn't work well when it goes abroad. Models such as the CC2CC6 that have achieved success in China now even need to rely on the F150 discount on a new car to drive sales. This is the most typical manifestation of people’s lack of understanding of the Zhengxin brand! ”
Hold the grass!
Li Fanyu slapped his face.
It’s true what you said, brother!
It is undeniable that all the marketing Li Fanyu has done so far has been for upcoming models.
This kind of approach can be called pragmatic at best. To put it worse, the layout is too small.
For Mason, who has been involved in the U.S. auto industry for many years, this is simply intolerable.
If nothing else, let’s take Toyota as an example.
Toyota invests nearly US$300 million in brand marketing in the North American market every year. The biggest move was in 2002, when he invested nearly 200 million US dollars to sponsor the Houston Sports Authority and built and completed the Toyota Center, the most luxurious stadium in the United States at the time!
Oh, it is the home court of the NBA team Houston Rockets.
There are countless other advertisements in film and television, entertainment, sports, and technology.
These things may seem like a waste of money, but they play a huge role in establishing the brand's image in the minds of consumers.
This can be seen from Toyota's return on investment.
Even Mason's old club, the sports car brand Lotus, which has changed hands many times, once had its own F1 team in order to establish its brand image.
You know, raising an F1 team is not cheap.
Research and development, car production, engine budget, driver salary, car testing, event expenses, travel and accommodation, etc. are all put together in a mess, and it is impossible to make 200 million US dollars a year.
That's it, it has to be the standard of a second- or third-rate team.
What about righteous faith?
From the establishment of the company to the present, if the advertising investment for all its models before and after they are rolled off the production line is included in the brand operation, it will definitely not reach 50 million US dollars.
The batch of A8s given to the Ministry of Foreign Affairs was Li Fanyu’s biggest achievement.
However, this is the biggest undertaking. The cost of fifty A8s is only more than 50 million yuan.
Through these comparisons, Mason was not wrong when he said that Li Fanyu was low-key.