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观致陷入本土“围城”:郭谦欲开放平台降成本

来源: 南方日报网络版     时间: 2019年05月21日 09:40:42
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(与)(同)(为)(股)(东)(方)(的)(量)(子)(集)(团)(沟)(通)(,一)(个)(可)(行)(的)(方)(案)(是)(:未)(来)(观)(致)(将)(与)(奇)(瑞)(共)(用)(平)(台)(,由)(双)(方)(销)(量)(来)(保)(证)(奇)(瑞)(产)(品)(的)(进)(一)(步)(提)(升)(和)(观)(致)(成)(本)(的)(降)(低)(。  前)(期)(以)(国)(际)(团)(队)(高)(成)(本)(打)(造)(的)(观)(致)(汽)(车)(,在)(中)(国)(市)(场)(遭)(遇)(了)(水)(土)(不)(服)(。盖)(世)(汽)(车)(网)(的)(数)(据)(分)(析)(系)(统)(显)(示)(,2014年)(1月)(至)(5月)(,观)(致)(汽)(车)(的)(销)(量)(分)(别)(为)(100辆)(、350辆)(、440辆)(、600辆)(、641辆)(,这)(与)(观)(致)(汽)(车)(董)(事)(长)(郭)(谦)(此)(前)(声)(称)(的)(,观)(致)(3要)(在)(上)(市)(一)(年)(左)(右)(销)(售)(3万)(到)(5万)(辆)(的)(目)(标)(相)(去)(甚)(远)(。  一)(个)(以)(国)(际)(品)(牌)(自)(居)(的)(汽)(车)(企)(业)(却)(交)(出)(如)(此)(惨)(淡)(的)(销)(量)(成)(绩)(,原)(因)(何)(在)(?成)(本)(高)(,是)(消)(费)(者)(徘)(徊)(在)(门)(外)(的)(重)(要)(因)(素)(之)(一)(。观)(致)(提)(出)(的)(是)(大)(众)(的)(品)(质)(现)(代)(的)(价)(格)(,然)(而)(在)(没)(有)(规)(模)(效)(应)(的)(前)(提)(下)(,要)(与)(国)(际)(化)(大)(集)(团)(竞)(争)(做)(到)(质)(优)(价)(廉)(是)(很)(难)(的)(,而)(开)(放)(平)(台)(,能)(解)(决)(这)(个)(问)(题)(。  观)(致)(面)(临)(的)(问)(题)(也)(不)(仅)(仅)(是)(成)(本)(的)(问)(题)(,作)(为)(一)(个)(新)(品)(牌)(,观)(致)(至)(今)(没)(有)(树)(立)(起)(自)(己)(独)(特)(的)(品)(牌)(形)(象)(,这)(个)(由)(国)(际)(化)(团)(队)(打)(造)(的)(自)(主)(品)(牌)(,想)(以)(“挑)(战)(者)(”身)(份)(逆)(袭)(的)(企)(业)(,仍)(然)(面)(临)(很)(大)(的)(挑)(战)(。  做)(到)(了)(大)(众)(质)(量)(却)(做)(不)(到)(现)(代)(价)(格)(  “又)(高)(了)(!”6月)(24日)(,观)(致)(3五)(门)(版)(以)(11.99-17.19万)(元)(的)(价)(格)(上)(市)(,观)(致)(的)(员)(工)(发)(出)(如)(此)(感)(叹)(。显)(然)(,他)(们)(不)(愿)(意)(再)(看)(到)(观)(致)(叫)(好)(不)(叫)(座)(了)(。  《21世)(纪)(经)(济)(报)(道)(》联)(合)(盖)(世)(汽)(车)(网)(对)(2672个)(汽)(车)(业)(内)(人)(士)(进)(行)(的)(调)(查)(结)(果)(显)(示)(,25%的)(被)(调)(查)(者)(认)(为)(观)(致)(市)(场)(定)(位)(过)(高)(。  按)(照)(郭)(谦)(的)(想)(法)(,观)(致)(切)(入)(市)(场)(要)(兼)(具)(大)(众)(的)(品)(质)(现)(代)(的)(价)(格)(。观)(致)(汇)(聚)(了)(一)(批)(全)(球)(最)(顶)(尖)(企)(业)(的)(设)(计)(和)(市)(场)(人)(才)(,其)(管)(理)(层)(可)(谓)(是)(一)(个)(国)(际)(化)(的)(大)(纵)(队)(,20余)(位)(总)(监)(以)(上)(的)(高)(管)(都)(是)(通)(过)(猎)(头)(定)(向)(挖)(掘)(。  这)(样)(一)(支)(团)(队)(打)(造)(成)(大)(众)(的)(品)(质)(并)(非)(难)(事)(,但)(实)(现)(现)(代)(的)(价)(格)(几)(乎)(不)(可)(能)(。郭)(谦)(在)(汇)(聚)(这)(样)(一)(个)(团)(队)(的)(同)(时)(,付)(出)(的)(成)(本)(非)(常)(高)(。观)(致)(管)(理)(团)(队)(的)(工)(资)(水)(平)(高)(于)(业)(内)(平)(均)(水)(平)(,而)(为)(了)(打)(造)(全)(新)(的)(平)(台)(,观)(致)(前)(期)(的)(研)(发)(投)(资)(已)(超)(过)(100亿)(元)(人)(民)(币)(。  而)(这)(些)(顶)(尖)(的)(人)(才)(,对)(观)(致)(提)(出)(的)(产)(品)(方)(案)(也)(是)(按)(照)(国)(际)(品)(牌)(的)(惯)(例)(去)(打)(造)(,观)(致)(95%的)(供)(应)(商)(都)(是)(世)(界)(顶)(级)(供)(应)(商)(公)(司)(,包)(括)(麦)(格)(纳)(斯)(太)(尔)(、天)(合)(、大)(陆)(、博)(世)(和)(法)(雷)(奥)(等)(。而)(汽)(车)(行)(业)(,规)(模)(是)(决)(定)(汽)(车)(成)(本)(的)(重)(要)(因)(素)(,合)(资)(品)(牌)(近)(年)(来)(在)(产)(品)(价)(格)(上)(不)(断)(下)(探)(,很)(重)(要)(的)(原)(因)(是)(其)(在)(国)(内)(市)(场)(的)(销)(量)(大)(幅)(提)(升)(,供)(应)(商)(零)(部)(件)(价)(格)(也)(大)(幅)(缩)(减)(。加)(上)(合)(资)(企)(业)(的)(研)(发)(由)(其)(全)(球)(分)(担)(,分)(摊)(到)(中)(国)(市)(场)(也)(只)(是)(一)(小)(部)(分)(而)(已)(。相)(比)(之)(下)(,观)(致)(在)(没)(有)(量)(的)(基)(础)(上)(,怎)(么)(可)(能)(做)(到)(大)(众)(的)(品)(质)(同)(时)(实)(现)(现)(代)(的)(价)(格)(呢)(?  矛)(盾)(中)(的)(“逆)(袭)(”  从)(创)(业)(初)(期)(开)(始)(,郭)(谦)(喜)(欢)(将)(观)(致)(比)(喻)(为)(苹)(果)(。苹)(果)(在)(进)(入)(手)(机)(行)(业)(时)(,市)(场)(已)(是)(一)(片)(红)(海)(,不)(过)(苹)(果)(凭)(借)(着)(产)(品)(的)(创)(新)(和)(绝)(无)(仅)(有)(的)(用)(户)(体)(验)(,成)(为)(高)(端)(手)(机)(行)(业)(的)(领)(导)(者)(,将)(“土)(豪)(”和)(“\L丝)(”统)(统)(征)(服)(。  郭)(谦)(希)(望)(将)(观)(致)(打)(造)(成)(汽)(车)(行)(业)(的)(“苹)(果)(”,也)(开)(创)(了)(全)(新)(的)(研)(发)(模)(式)(。观)(致)(前)(期)(的)(研)(发)(模)(式)(和)(营)(销)(都)(给)(人)(以)(耳)(目)(一)(新)(的)(感)(觉)(。观)(致)(上)(市)(前)(直)(接)(把)(目)(标)(瞄)(准)(全)(球)(市)(场)(,首)(款)(量)(产)(车)(获)(得)(了)(欧)(洲)(碰)(撞)(测)(试)(五)(星)(成)(绩)(。  就)(在)(大)(家)(都)(感)(觉)(汽)(车)(界)(的)(“苹)(果)(”就)(要)(来)(了)(,一)(家)(与)(众)(不)(同)(的)(汽)(车)(界)(的)(“挑)(战)(者)(”就)(要)(来)(了)(时)(,观)(致)(却)(渐)(渐)(远)(离)(了)(初)(心)(。观)(致)(前)(期)(从)(品)(牌)(上)(给)(人)(一)(种)(“不)(走)(寻)(常)(路)(”逆)(袭)(的)(形)(象)(。但)(观)(致)(上)(市)(的)(第)(一)(款)(车)(观)(致)(3,却)(做)(成)(了)(一)(款)(中)(规)(中)(矩)(的)(车)(。  此)(外)(,在)(渠)(道)(上)(,观)(致)(也)(开)(始)(回)(归)(传)(统)(。与)(苹)(果)(和)(特)(斯)(拉)(等)(创)(新)(企)(业)(选)(择)(了)(特)(立)(独)(行)(的)(销)(售)(模)(式)(不)(同)(,观)(致)(却)(在)(一)(家)(一)(家)(地)(建)(渠)(道)(,以)(至)(于)(这)(家)(创)(新)(型)(企)(业)(再)(度)(遭)(遇)(传)(统)(的)(挑)(战)(。  虽)(然)(在)(6月)(24日)(,观)(致)(3五)(门)(版)(车)(型)(上)(市)(会)(现)(场)(,郭)(谦)(继)(续)(他)(的)(乐)(观)(—观)(致)(汽)(车)(正)(加)(速)(布)(局)(经)(销)(商)(网)(络)(,预)(计)(到)(今)(年)(年)(底)(前)(,观)(致)(汽)(车)(的)(经)(销)(商)(数)(量)(可)(以)(达)(到)(100家)(。但)(是)(即)(便)(是)(100家)(,与)(主)(流)(的)(汽)(车)(企)(业)(相)(比)(仍)(然)(是)(非)(常)(少)(的)(,而)(目)(前)(观)(致)(汽)(车)(的)(品)(牌)(知)(名)(度)(还)(不)(高)(,产)(品)(线)(也)(不)(完)(备)(,现)(在)(开)(建)(观)(致)(4S点)(成)(本)(很)(高)(,风)(险)(较)(大)(。  除)(了)(产)(品)(和)(渠)(道)(,在)(营)(销)(思)(路)(上)(,观)(致)(也)(开)(始)(陷)(入)(传)(统)(。以)(色)(列)(集)(团)(是)(以)(色)(列)(最)(大)(的)(私)(人)(公)(司)(之)(一)(,但)(在)(国)(内)(知)(其)(者)(甚)(少)(。与)(任)(何)(一)(家)(汽)(车)(企)(业)(一)(样)(,观)(致)(最)(近)(的)(各)(种)(宣)(传)(中)(,开)(始)(溯)(源)(,讲)(述)(以)(色)(列)(量)(子)(集)(团)(的)(历)(史)(。  观)(致)(最)(大)(的)(问)(题)(是)(没)(有)(坚)(持)(初)(心)(,观)(致)(想)(做)(一)(家)(与)(众)(不)(同)(的)(企)(业)(,但)(走)(着)(走)(着)(就)(陷)(入)(了)(传)(统)(,然)(而)(靠)(创)(新)(风)(格)(逆)(袭)(的)(苹)(果)(和)(特)(斯)(拉)(不)(是)(这)(样)(的)(,他)(们)(从)(来)(不)(谈)(渊)(源)(,只)(谈)(颠)(覆)(。  共)(享)(平)(台)(可)(能)(是)(突)(破)(点)(  目)(前)(观)(致)(在)(效)(益)(和)(时)(间)(的)(赛)(跑)(中)(挣)(扎)(,如)(果)(实)(现)(与)(奇)(瑞)(共)(享)(平)(台)(,观)(致)(起)(码)(能)(立)(刻)(解)(决)(成)(本)(的)(问)(题)(。几)(星)(期)(前)(,特)(斯)(拉)(CEOMusk特)(斯)(拉)(允)(许)(业)(界)(的)(任)(何)(人)(分)(享)(专)(利)(权)(,而)(其)(真)(实)(的)(意)(图)(,就)(是)(要)(解)(决)(电)(动)(车)(电)(池)(和)(零)(部)(件)(过)(高)(的)(问)(题)(,通)(过)(更)(多)(企)(业)(的)(使)(用)(而)(分)(摊)(成)(本)(,而)(同)(时)(,自)(己)(也)(能)(在)(这)(场)(分)(享)(中)(,进)(一)(步)(提)(升)(品)(牌)(和)(奠)(定)(一)(个)(行)(业)(领)(导)(者)(的)(品)(牌)(形)(象)(。  郭)(谦)(同)(时)(担)(任)(奇)(瑞)(的)(常)(务)(副)(总)(经)(理)(,如)(果)(观)(致)(能)(分)(享)(平)(台)(给)(奇)(瑞)(,对)(于)(转)(型)(中)(的)(奇)(瑞)(也)(是)(非)(常)(有)(益)(的)(。奇)(瑞)(目)(前)(已)(经)(推)(出)(了)(二)(代)(产)(品)(,目)(前)(包)(括)(艾)(瑞)(泽)(在)(内)(的)(三)(款)(新)(产)(品)(,已)(经)(占)(到)(了)(销)(量)(的)(68%。  如)(同)(李)(书)(福)(收)(购)(VOLVO,尹)(同)(跃)(对)(观)(致)(,同)(样)(怀)(揣)(着)(自)(主)(品)(牌)(顶)(破)(利)(润)(和)(品)(牌)(天)(花)(板)(的)(梦)(想)(。如)(果)(在)(技)(术)(来)(源)(上)(能)(与)(观)(致)(有)(共)(通)(之)(处)(,起)(码)(对)(提)(升)(奇)(瑞)(品)(牌)(,将)(起)(到)(立)(竿)(见)(影)(的)(效)(果)(。(编)(辑)(徐)(锋)(何)(芳)()  作)(者)(:俞)(凌)(琳)(点)(击)(进)(入)(【股)(友)(会)(】参)(与)(讨)(论)(
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