Do you still remember the Universiade car advertisement that hit the giant snake, I guess I have seen this clip before every post, and when I changed the channel, I encountered this thrilling picture, and I thought it was a Hollywood blockbuster, but I didn't expect to know that it was an advertisement after watching it, in addition to hitting the giant snake, Universiade also found Cecilia Cheung to shoot a group of motorcycle advertisements, there was no thrilling bloody picture, only handsome and amazing, the end is still a classic galloping world, Universiade motorcycle.
There is no doubt that the promotion effect of these advertisements is very successful, impressive, and also helped Dayun Automobile to achieve good sales performance in the field of commercial vehicles, but you may not believe it, the current Dayun Automobile not only makes heavy trucks and motorcycles, but also plays with new energy, not the kind of new energy trucks, but real new energy passenger cars.
Recently, a new power brand called Yuanhang has emerged, the car logo looks like Bentley, there are SUVs and sedans in several models, the key is also to position the luxury brand, the sale is not cheap, **30 to 600,000, after verification, this is the new energy brand under Dayun Automobile. Is the motorcycle not selling? Or is the heavy truck not fragrant? Why did Universiade think of building new energy passenger cars? Where did you get the courage to dare to set three and a half million **?
In this issue, we will take this topic to fully understand how the car brand Dayun went from motorcycles to trucks, and why it suddenly suppressed new energy passenger cars. Although Universiade's heavy trucks are the most well-known, heavy trucks are not their business, but motorcycles, as a private enterprise, the story behind this has to start from the founder of Universiade, Yuan Qinshan. Yuan Qinshan was born in 1968 in rural Yuncheng, Shanxi Province, and is similar to the childhood story of most entrepreneurs. At the age of 17, Yuanqinshan dropped out of school, carrying a basket to sell old vinegar, soy sauce eggs and other small commodities, did not make money for a period of time, and bought chicken seedlings from the chicken farm, rode a bicycle to sell in ten miles and eight villages, the road was not good in that era, Yuanqingshan was tired enough to ride a bicycle every day, whenever he saw a motorcycle whistling by, he was very envious, and imagined that he could have one.
But at that time, a local Jialing motorcycle was five or six thousand, and the import was tens of thousands of yuan, and he only had envy, until the end of the year, Yuan Qingshan's eldest cousin who worked in Guangzhou, rode a motorcycle home for the New Year, looking at his cousin's motorcycle, he was shocked and asked, cousin, what fortune did you make, how can you afford such an expensive car, my cousin replied calmly, this car is not expensive in Guangzhou, but we sell it expensive, and Yuanqing Mountain, who has been selling small commodities for a few years, instantly realized that this is called the price difference.
If you go to Guangzhou to sell motorcycles to Yuncheng, wouldn't it be a fortune, just after the New Year in 1987, Yuanqinshan borrowed 3,000 yuan, followed his cousin south to Guangzhou, after arriving in Guangzhou, he found that the motorcycles here are indeed cheap, and finally took away a domestic Jialing 70 motorcycle with a ** of 2,000 yuan, but how to transport the car back to Yuncheng 2,000 kilometers away is a problem, if you find a train consignment, the cost is too high, Yuanqinshan this kid is also a reckless man decided to go north directly, ride home.
Across the lofty mountains in northern Guangdong, the stretching Hengshan Mountains, the broad Yangtze River, the rolling Yellow River, all the way steep and rushing, lasted 6 days and 5 nights, it finally arrived in Yuncheng. It turns out that the greater the risk, the greater the return, this motorcycle was bought on the 3rd day of Yuncheng for 3500 **. 1,000 yuan of net profits, in contrast, at that time, the average person's monthly salary was only a few dozen yuan, in the face of this attractive profit, Yuanqinshan rested for a few days, and then started the first, second, and third time, in less than a year, he earned 10,000 yuan, and then later, Yuanqinshan realized that a person's strength is limited, so he brought a few fellows to do it together.
In those days, the road was inconvenient, and the various landforms along the way were particularly dangerous, but whenever there was bad weather, there would be a danger to life, after a few round-trips, half of the team was unwilling to do it, and Yuanqinshan could only take a few brothers who persevered, and it was several years to do it. In 1991, Yuanqinshan, who had earned 500,000 yuan, was tired of running around and decided to stop it, he opened a motorcycle retail store on Jiefang North Road in Yuncheng, relying on contacts and the market vacuum period of that year, and successfully became the sales of many motorcycle brands at home and abroad in Yuncheng.
A year later, he earned 2 million, he can earn so much, in fact, not only by selling motorcycles, but by relying on motorcycles to carry out other businesses, such as motorcycle transportation of wooden boxes strong and resistant to falling, some people like to ** boxes used to store or carry materials, Yuanqinshan found business opportunities, by the way to start a business of selling boxes. There is also the return trip to the provincial motorcycle buyer to drive empty, the cost is relatively high, he started the logistics business by the way, undertake some logistics on the delivery route, and make a lot of money by freight.
By 1997, Yuanqinshan established Shanxi Yuncheng Industrial and Commercial Tongda Economic and Trade Company, business throughout Shanxi, is also the largest motorcycle dealer in Shanxi Province, with an annual revenue of up to 2 billion, but soon the crisis came, at the end of the 90s, the deepening of reform and opening up, so that more and more foreign capital entered, the motorcycle industry competition was fierce, many brands started a first-class war, and there were more and more dealers around the country, especially in 98 years, the entire motorcycle industry faced a cold winter, and the profits of Yuanqinshan Tongda Company decreased by forty percent. Aware of the crisis, Yuan Qinshan believes that selling motorcycles is not good, and he must produce his own to have the right to speak.
But he sells motorcycles, he doesn't have this ability at all, but fate is unpredictable, when Yuanqinshan is still worried, a company called Beiyi came to the door, hoping that he can cooperate with Beiyi, Beiyi's full name Luoyang Beifang Yichu Motorcycle *** was founded by Yichu Investment Company, a subsidiary of Thailand CP Group, and North Enterprise Group, a subsidiary of China Ordnance Equipment Group. In the cold winter of 1998, Beiyi company was also in trouble, its ocean motorcycle business loss, in 1999, Yuanqinshan and Beiyi's shareholder CP Group reached a cooperation, in Guangzhou joint venture to establish Guangzhou Dayang motorcycle, he served as the general manager.
In order to dispel the concerns of all parties and coordinate the cooperation of all parties, Yuanqinshan made a number of military orders and made many promises, one of which said about sales, Dayang motorcycle sales were less than 500,000 units, and the price reduction of accessories was returned in full, and then he began to operate the plan, such as the introduction of Honda's production equipment, through the previous contacts, the Dayang motorcycle dealers were expanded to 500 a year, and then it was violently advertised, and the international superstar Gong Li was also invited. In an instant, Dayang motorcycles became popular all over the country, with sales reaching 520,000 units, reaching the military order he had set at the beginning.
In the past few years of cooperation with Dayang Motorcycle, Yuanqinshan figured out the production and manufacturing of motorcycles, so in 2004 he also founded his own brand Universiade Motorcycle, Guangzhou Dayang Motorcycle was also renamed Guangzhou Dayun Locomotive*** and then it was the same routine as the operation of Dayang Motorcycle, vigorously expanding dealers and advertising, but this time he chose Cecilia Cheung as the spokesperson, the advertising words are still the original taste, the world, Universiade Motorcycle! Universiade motorcycles quickly became brilliant under the operation of Yuanqin Mountain, selling well overseas, with annual export sales of more than 2 billion. In 2008, it also became the exclusive motorcycle dealer of the Beijing Olympic Games and the Paralympic Games.
As early as 2004, he began to prepare the business of manufacturing heavy trucks, investing 2 billion in Yuncheng to establish the first phase of Dayun Automobile Manufacturing covers an area of 1,500 acres, with a target output value of 15 billion, but his decision has long been denied within the group, for two reasons, one is that he has the ability to make four wheels for two wheels, in addition, the domestic heavy truck market has long been occupied by Sinotruk, FAW Jiefang, Shaanxi Automobile and other giants, And the sales volume is low, the market is narrow, and it is difficult to have a way to live. However, Yuanqinshan does not agree, he believes that the country is in a stage of great development, the demand for heavy trucks will only increase, Universiade heavy trucks did encounter a lot of problems before they were put into production, lack of supporting industries, lack of talents, lack of technology, fortunately in Shanxi Province leaders gave a lot of support, Yuanqinshan is also more flexible, using the year many car brands are accustomed to take the doctrine.
In 2009, the first heavy truck of Universiade left the factory, here is not irony, to be honest, this car is basically a plagiarism of the assembled engine, chassis, axles are used by others, the most intuitive is the cab, using Volvo old FM design, basically can not see the difference, but this does not prevent its success, Weichai engine, plus fast transmission, these mainstream configurations have no shortcomings, and continue to play a talent to create explosive advertising, this time did not invite any stars, Instead, it took 3 million to work with the special effects team to create a classic clip of hitting the tongue, and the advertising words are still the original taste, which is popular all over the world, and Dayun Automobile. And then smashed 1500 million huge expenses, so that the advertising on the first TV station and Guangdong, Shanxi, Shaanxi, Henan and other more than ten health roads, high-density all-weather circulation**, just over a year, the world's Universiade heavy truck is a household name, but also attracted many excellent dealers across the country to join.
More importantly, the timing of the release of the first car was too accurate, because in 2008, the country introduced a 4 trillion investment plan, since 2009, a large number of infrastructure projects have been launched in China, heavy trucks and passenger cars are not the same, at that time, the domestic technical level is average, a heavy truck will be eliminated for about three years of high-intensity work, such a large-scale infrastructure project in China, the demand for heavy trucks is sky-high, not to mention that Shanxi is a large coal province, large-scale infrastructure demand for energy has increased greatly, The growing road transportation of coal has made Dayun heavy trucks sell very well. As a result, in the first year, the Universiade plan of 10,000 units of production can not keep up with the market demand, the second year immediately adjusted to 50,000 output, and then Universiade successively launched a variety of heavy trucks, tractors, dump trucks, trucks, etc., with the help of the export advantages of motorcycle business, and the heavy trucks have been exported to Algeria, Iran, Ecuador, Egypt, Brazil and other countries after the competition, Universiade acquired Sichuan Galaxy Automobile Group *** to form Dayun Automobile Group *** the following year in Hubei ** established Hubei Dayun Automobile *** A three-legged truck industry layout has been formed, and the business of heavy trucks, medium trucks and light trucks has also been successfully deployed.
Universiade in 2010 to 2015 is more brilliant, but the ranking and market share is not very high, has been by Sinotruk, FAW Jiefang, Shaanxi Automobile and other truck giants firmly suppressed, and Universiade's truck to take doctrine is also more obvious, such as M8 series, used for a long time Volvo FM front design, truck N6 and Dongfeng Tianjin series has a high degree of similarity, back to the current truck market giant concentration is getting higher and higher, Universiade such a second-tier brand is difficult to surpass, For example, the sales of heavy trucks hovered in six or seven all year round, and there was a big gap with the top five, taking the data from January to October 2023 as an example, the fifth place Foton sold 7680,000 units, even if the sales of the sixth-place Universiade increased significantly, it was only 2About 20,000 units. In general, the strength of Dayun trucks must be there, and the sales volume is also decent, but it is almost impossible to go further, as for the Dayun motorcycle business has become a small transparent, based on the above we can see that the main business of Dayun in the field of automobiles is either stagnant or gradually falling behind, to put it bluntly, it is the end, and changes must be made.
And what is the current automobile market outlet, there is no doubt that it is new energy, and Universiade must want to enter. We can see from the entrepreneurial experience of Yuanqin Mountain that his entrepreneurial journey is too smooth, every change is accurate to the times, I believe that in the eyes of Yuanqin Mountain may have a little bit of historical confidant for the meaning, now continue to suppress the new outlet is the same, of course, there is another point, new energy passenger vehicles are every province and even every city, want to have the sunrise industry, for the industrial transformation is difficult, the economic development of Shanxi Province is relatively backward, I am afraid that the local ** is also sparing no effort to promote and support the transformation of the Universiade, So we saw Dayun's new energy passenger car business.
Universiade's passenger cars actually developed very early, as early as May 2020, when the domestic new energy was still dancing with demons, Universiade officially launched Yuanzhi M1, Yuehu and other models, there is nothing to say about these two, the design is general, the configuration is average, the positioning is even more general, it is purely a conservative test product, the sales volume is also average, for example, in the past year, the sales volume of Yuanzhi M1 is only a few hundred units, and the sales of cheap cars Yuehu are OK, and recently it can also sell more than 1,000 close to 2,000 units, But overall, it's too far behind the mainstream brands.
After testing the water in advance, these two cars have basically been scrapped, and it is not appropriate to continue, not to mention that the domestic new energy has BYD, the volume king, the competition in the low-end models is too fierce, and Universiade has to rush high if it wants to continue, so the Yuanhang brand came out, Yuanhang was born at the 2022 Chengdu Auto Show, and the world's first four models, including Yuanhang Y6, Yuanhang Y7 two luxury cars, Yuanhang H8, Yuanhang H9 two luxury SUVs, both are C plus grade, with a pricing range of 30 to 600,000, This car does have a high-end feeling, but the car has not yet been built, and four luxury cars have been released in a high-profile manner, with various promotional pictures, the more you look at it, the more you look at the taste of Evergrande's ppt car, of course, people are not ppt cars, and they have been pre-sold at the recent Guangzhou Auto Show.
The car itself is actually not picky, Bosch's electronic and electrical architecture, integrated intelligent chassis integration technology, advanced driver assistance systems, Benteler's anti-corrosion all-aluminum alloy chassis, Huawei's vehicle domain controller, integrated thermal management technology, ** gateway intelligent steering system, Ali Zebra's intelligent cockpit, and this year's must-have 800-volt high-voltage battery, over 1,000 kilometers of battery life, 8155 car machine chips and so on.
But ah, this car has almost no own things, and deeply implements the founder's spirit of takingism, and Evergrande's buy, buy, buy and buy car is too similar, if you don't have your own technology, purely rely on buying, it will inevitably fall into homogeneous competition, no nirvana to take what to rush to the high-end, when it comes to high-end brand recognition is also the key, Dayun a second-tier brand that makes motorcycles and trucks, and how to make the middle class trust, whether a product is high-end, the right to decide is not the brand, but the consumer, Here is a bold guess, after the voyage is listed, will it reproduce the classic advertising model of the Universiade again, soaring into the sky, not to mention how the car sells, and it is not bad to leave the whole living material.
Don't joke about being serious, the premise of selling cars is that there are sales channels, 4S stores, supermarket experience stores, at least to spread out, otherwise people can't find it if they want to buy it, but there are few offline stores of the Yuanhang brand, there are only nine provinces in the country, and there is basically one in the provincial capital, many large provinces such as Hubei and Henan do not have one, and even Shanghai has no stores. Realistically speaking, the competition in the new energy market is too fierce, there are giants like BYD, and a large number of traditional oil car manufacturers, and there are new forces such as Wei Xiaoli, which is thriving, and now Huawei and Xiaomi, the two major spoilers, are also bound to occupy the high ground, so what do you do to fight Universiade? Who can you beat? In the end, a hundred flowers bloom in spring.
The new brand must lack advantages in the early stage, but as long as you are willing to invest and not give up, there are opportunities in the future, and the automobile market also needs to continue to have fresh blood inflow, so as to maintain vitality, let consumers benefit, and carry forward the domestic car, in addition, there is such a sentence in Yuncheng locally, Dayun Automobile is Yuncheng Dayun Automobile, Yuncheng is the Yuncheng of Universiade Automobile, it can be seen that Universiade Automobile is a pivotal position for Yuncheng or Shanxi Province, and I also wish Dayun Automobile to take on the important task of helping Shanxi industrial upgrading in the future, leading Shanxi to occupy a place in the new energy wave.