Rebirth 99 to become a car giant.

The emergence of NS9155 can be said to have intensified the internal competition among China's new energy vehicles.

Just after Qiantu Motors officially announced that it would be the first automaker to equip its cars with the NS9155 chip, other automakers such as Future Motors also announced that one of their cars would be equipped with the NS9155.

For a while, the popularity of NS9155 was off the charts.

Even some people who know nothing about chips have more or less heard something about them.

And for China's automobile industry, this volume is just the beginning.

Because the market share of domestic brands has risen to a relatively high level.

Whether it is Nanshan Hongqi or Changan Automobile, or other car companies such as Chery, Geely, Great Wall and BYD, they all hope to achieve a sales leap in 2015.

For the sales department of a car company, the simplest and most brutal way to increase sales is to lower prices.

As long as the price is reduced low enough, sales will definitely increase.

However, this has greatly increased the competitive pressure in the entire industry.

In particular, the cost pressure on the purchasing departments of various automobile companies is higher than in previous years.

"Mr. Liu, our sales department received a courier this morning. The contents are very special."

At Bosch, Sales Manager Ren Cai came into the office of Sales Director Liu Zhenbo with a strange look on his face, and placed a package in front of him.

Although Liu Zhenbo and Ren Cai are old partners, they have a very good relationship.

However, this kind of thing of directly bringing a courier over has never happened before.

Liu Zhenbo opened the express box out of curiosity, but was suddenly shocked!

His first reaction was to think about whether he had offended anyone recently.

"Mr. Liu, here is a kitchen knife and a special price reduction contact letter. It was sent to us by Geely's purchasing courier."

"They asked us for a special 10% price reduction, but we said we could only reduce the price by 1%."

Ren Cai noticed Liu Zhenbo's shock and quickly explained what was going on.

It would be bad if this caused any misunderstanding.

"A 10% price reduction is not something we can do, but it is something that any mainstream parts manufacturer cannot do, right?"

Liu Zhenbo's face darkened and he picked up the kitchen knife from the box speechlessly.

It’s not light in weight, it really is a real kitchen knife!

This isn't the way you bargain, is it?

Although it is known that the Chinese automobile market is becoming more and more competitive, the competitive environment faced by Bosch is also becoming increasingly harsh.

In particular, Bosch's main customers before were various joint venture car companies such as Volkswagen, Mercedes-Benz and BMW. Now the sales of China's own brands are increasing rapidly.

This is also an important reason why Bosch's life has become more difficult.

Although Bosch has some market share in the independent brand market, it is certainly not as good as Nanshan Auto Parts.

"Yes, I have communicated with the other party many times before."

"If we follow this price reduction, we will lose money."

"But they said our profits last year were higher than theirs, so we have room to lower prices."

"The two sides have been unable to reach a common opinion, and then this express delivery happened."

Ren Cai was also a little speechless after explaining.

Although some car companies have announced very high price reduction targets in previous years, there are even customers who have targets higher than 10%.

However, the final result of the negotiation is often just a slight price reduction, which is far from the target.

In the middle, the two sides are mostly arguing with each other, and the other party’s high goals are also a means of wrangling.

It was totally unexpected that a kitchen knife would be delivered by express like what happened today.

"Let alone a kitchen knife, even if they deliver an axe, we won't be able to lower the price."

"Of course, we shouldn't be so blunt and refuse directly."

"Didn't you agree to a 1% price reduction before? Then just reply with 1.5% now."

"Anyway, according to the budget we made before the New Year, we will only reduce their prices by 2% this year. Now we will release another 0.5%, which can be regarded as a way for them to step down."

"If they have the guts, they can also ask Nanshan Auto Parts to reduce the price by 10%."

Liu Zhenbo gave his own solution speechlessly.

He also wanted to overturn the table, but he knew that if he did so in the Chinese market, the end result would be a lose-lose situation for both sides.

Even some other customers may be more wary of Bosch.

This will definitely be very detrimental to their future development.

……

"Mr. Yu, I just heard that Geely Automobile mailed a kitchen knife and a price reduction letter to Bosch, hoping that the other party can cooperate to reduce the price by 10% this year."

"I think we can organize a special topic around this topic. I think many people in the industry will be very interested."

He Ling has been at Autohome for so many years that she has acquaintances in every OEM and has very good relationships with many leading auto parts giants.

Therefore, she was able to learn a lot of news in the industry in advance.

For example, the matter with Bosch this time was revealed to her by the other party's sales manager.

Then He Ling asked someone from Geely, and the other party confirmed the authenticity of the news.

In this case, this topic is naturally worth discussing.

Those who work in the news industry need to highlight the "new" and the "strange".

This matter should still be a hot topic considering that China's automobile industry has ranked first in global sales for many years in a row.

"The market competition is so fierce this year that it seems to have affected parts suppliers."

As the general manager of Autohome, Yu Yu is naturally very clear about the changes in China's automobile industry in recent years.

Especially in the past two years, with the increase in the market share of domestic brands and the sales of some domestic brands beginning to stagnate or even decline, competition in the industry has become more intense.

The most direct reaction is that after consumers go to 4S stores, they find that the discounts for various models have increased.

Some car models that previously required a surcharge now have discounts.

This change can be said to be very fast.

For example, Toyota's Highlander used to have no discounts, but now there are discounts of more than 10,000 yuan per vehicle.

In this case, it is inevitable that the cost pressure on the OEM side will increase.

After all, the extra price reductions given to consumers are taken from other people’s profits.

"Yes, even foreign auto parts giants like Bosch have already felt such great cost pressure, so other auto parts manufacturers are naturally even more so."

"These OEMs have generally been accustomed to bullying the weak and fearing the strong in the past, and eventually chose to give up on some manufacturers that they couldn't handle."