However, car navigation is not on the verge of collapse as some people fear. At the turning point of the development of this industry, many manufacturers who have stepped on the right point can go against the trend.
For example, Ou Hua Navigation, a veteran company that has also experienced ups and downs, has achieved sales growth for three consecutive years since it returned to the market on 20 15, ahead of most companies in the industry. It is understood that even in the off-season month of 20 17, the sales volume of Ou Hua Navigation has doubled compared with the same period of last year, and the monthly shipment volume is close to 40,000 units.
In such a harsh market environment, how did Ou Hua Navigation achieve the growth against the market and lead the sales for three consecutive years?
Perhaps, people in the industry who have been paying attention to Ou Hua in recent years should be able to see some clues. Here, Bian Xiao also tries to sum up three measures to make the European Airlines grow against the market.
First of all, grab the "low gross profit" of market reform.
With the rise of ever-changing car machines, the production threshold is lowered, and nearly 300 enterprises only make two products (9-inch and 10-inch large screen). It is conceivable that the market competition is fierce and the homogenization of products is becoming more and more serious. "Price" has become a widely used competitive means.
Aside from the "poaching" and "malicious money" of killing 1000 and paying 800, there is nothing wrong with the low price itself!
Because of the fierce competition in the current market, the increasingly rational consumption of car owners, coupled with the squeeze of mobile navigation and front-mounted cars with screens, the rear loading market has lost fertile ground for profiteering, and the price reduction has become the general trend.
This is also in line with the consumption trend of the big environment. Cheap things are more popular in the market. The representative of the new retail industry, Mingteyoupin, created a classic case of annual sales exceeding 10 billion with a low gross profit of 10, which taught bosses a good lesson-instead of increasing inventory with high gross profit, it is better to realize small profits but quick turnover with low gross profit.
"Low gross profit" has become one of the characteristics of current market changes.
Since 20 15, focusing on the ever-changing car machines, under the premise of ensuring the quality and satisfying the survival and development of its system, the supply price of Ou Hua Huili car machines has always been lower than that of most manufacturers in the industry, following the trend to win the "low gross profit" market change, which has also become one of the reasons for its sales growth.
Second, the scale of the enterprise is reduced and the operational efficiency is doubled.
The price of products is closely related to the benefits of enterprises. The same materials, the same technology and different enterprise efficiency will form the strength of pricing power of other products.
In this regard, a few years ago, Ou Hua began to subtract from the scale of the enterprise, leaving his office building in Shenzhen Phoenix Building idle and returning to Dongguan Industrial Park; Close Dalian R&D Center; Stay away from mountains; Center d
The number of personnel has also dropped from more than 400 before to more than 100 now; At the management level, eliminate the excessive communication levels in the past and realize the flattening of management; We also bought two SMT mounting lines, and changed the outsourcing manufacturing of PCB to self-production, which can better control the product quality and cost.
According to reports, through such layoffs and manufacturing upgrades, the efficiency of enterprises in Ou Hua has improved at least four times.
For many companies in the industry that only do scale subtraction, Ou Huaming is rarely one step ahead of others.
Xiaomei's flexibility enables Ouhua to cope with the unpredictable industry market and has a stronger voice in the balance between price and profit.
Third, concentrate on making explosions.
Why Lei Jun can make Xiaomi mobile phone well, and why Dong Mingzhu's energy makes Gree mobile phone difficult to deliver? The reason is simple-Lei Jun concentrated on making this product from the beginning, but Dong Mingzhu still has concerns about Gree Air.
This mapping to the car navigation industry is the same. Whether it is a special car or a 4G car, it is difficult to meet R &；; D and stocking, and second, not getting along with others.
Instead of being distracted by these aspects of trial and error, it is better to concentrate on coordinating upstream and downstream resources, and create an "explosive" ever-changing car machine that can solve the pain point of "difficult stocking, high cost and high risk" and meet the easy-to-install demand of terminal consumption. It came clean and tidy.
Moreover, this stable product system occupies a leading position in the market, and it can also achieve rapid copy and paste when the 4G era of cars and machines really comes.
Summary: Before 20 15, the company experienced a painful experience, which brought about the "efficiency" after slimming, the "determination" of reducing product lines and choosing a variety of cars on 20 15, and the "sizing up the situation" ability cultivated in the history of the industry in the past 20 years. After the market changes in 20 15, Ou Hua continued for three consecutive years.
Million car purchase subsidy