Multiple car dealers adjust sub-brand sales strategy
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Earlier media reports said that Geely will cancel the existing Emgrand, England and Global Hawk 3 sub-brands, using the parent brand GEELY to achieve the return of Geely brand. But a few days ago, Geely Public Relations said that the above three sub-brands will not be cancelled. However, it is understood that in Geely, the merger of the three sub-brands into one big brand has never been interrupted.
It is reported that Shanghai Automotive, Chery Automobile and other brands have carried out resource integration. Industry insiders analyzed that in the face of the rapid changes in the automotive market, China's self-owned brand cars responded to changes in the market by integrating resources and actively adjusting, which is also a sign of the growth of independent brands.
Industry: Recent popular cancel sub-brand <br> <br> media reports said Geely will cancel the existing Dorsett, England and Global Hawk 3 sub-brands, with GEELY the parent brand to achieve brand Geely return.
The relevant person in charge of the Geely Automobile Zhongshan Star Times flagship store said that the current manufacturers already have relevant plans, and the merger of the three sub-brands will help auto manufacturers better integrate resources and create more competitive products.
"Now manufacturers have already planned for the cancellation of the existing three sub-brands of Emgrand, England and Global Hawk to achieve the return of Geely brand. The return of the brand will help auto manufacturers better integrate resources and create more competitive Products.†Zhu Hong, general manager of Geely’s Zhongshan Star Times flagship store, said that now Geely has three sub-brands, each sub-brand has several models, Geely’s models all add up to 17 models, and the products are mainly concentrated in the compact There is a serious overlap and homogenization of cars, price ranges and product quality.
Zhu Hong said that the three sub-brands will return to Geely, the mother brand, and the products will definitely be further sorted and adjusted to reduce inventory. It is beneficial for distributors to carry out product sales in a more targeted manner. It is also conducive to the promotion of Geely brand and increase brand recognition and popularity.
Local: more car makers to adjust the sub-brand marketing strategy <br> <br> It is understood that, in addition to Geely Automobile, Chery Automobile also suspended three original brand, all products under the Chery return to the parent brand. At the off-line ceremony of FAW Group’s own brand of 1 million vehicles, Pentium’s original “1†word mark and the Pentium B70 with an eagle mark were officially unveiled.
FAW insiders said that in addition to the Pentium in the future, including Tianjin FAW Xiali, FAW Jilin and FAW Jiefang own brands will all use Eagle.
Geely Automobile's Zhongshan Star Times flagship store was very special when it was building a store. It was the first large-scale flagship store in China that incorporated the three sub-brands of Geely Auto, Global Hawk, Emgrand, and England. The original intention of the store was to pass the flagship store. In the form of a good integration of Geely's resources, to reverse the Geely Automobile's relatively low market share in the Zhongshan market.
Zhu Hong said that Geely Automobile's three brands have returned to the parent brand. Regardless of product adjustments and reasonable distribution of resources, Star Times flagship store has had very successful experience. Since the era of Geelystar operated three brands, there have been three. Years of experience will also lead the Geely brand in the region's leading position.
Compared with the new brand identity of the car brand, Zhongshan Fu Mao as the first batch of SAIC Roewe MG double brand operating pioneer, after operating for 5 years, has now carried out sub-brand sales, the establishment of Roewe and MG special 4S shop, become Shanghai Auto Another milestone in brand development strategy.
Wei Pengfei, deputy general manager of Zhongshan Fumao Automobile Group, told reporters that Shanghai Automotive initially chose Zhongshan Fumao to become a dual-brand authorized store, and it was also optimistic about the inclusiveness of the foreign culture of Zhongshan City. After years of development, Shanghai Automotive Rongwei and the MG In terms of customer retention, as well as the brand level, there has been a great improvement. In the model area, a number of competitive models have also been introduced, which fully meets the requirements for single-brand operation.
Therefore, this year Shanghai Auto proposed that Roewe and the MG should implement a single-brand strategy. “Putting Roewe and the MG to implement a single-brand strategy is also a good thing for car dealers. It allows distributors to face consumer and market preferences, and single brands can take more targeted changes.†Wei Pengfei said that with the large changes in the automotive industry in the past few years, the adjustment will certainly not meet the needs of the market.
View: the president of the development of the automotive market inevitable outcome <br> <br> Zhongshan Automobile Dealers Association, Wu Hao said that for the product line is not long car brands, the use of existing resources or resources integration and dual-brand net sales It is indeed a wise move. Brand operation, whether it is on-grid sales or on-grid sales, is an inevitable result of the development of the automotive market.
Wu Hao believes that China's auto industry started relatively late, and most imported brands and joint venture brands have decades or even hundreds of years of history, and both their technology and cultural heritage have to lead. China’s automobile industry has also achieved rapid development in recent years, and various technologies have also been greatly improved. Some of the technologies even take a leading position in the automotive industry.
Wu Hao said that in the development process of automotive brands, mature automobile brands have had many experiences and cases of joint ventures, acquisitions, and annexations. They have a very well-established system in the development of the development of automotive brands. Therefore, in the future, the development of automotive brands is a relatively stable development.
Why does the integration of the sub-brands of the car brand mainly reflect on the independent brands? Wu Hao said that some of the self-owned brands are state-owned enterprises and some are private enterprises. They respond to changes in the automotive market and formulate new goals through timely adjustments.
"This is also a sign of the growth of the automotive brand. I believe that through constant adjustment, the automobile brand will develop better in the future and will be more conducive to the progress of the Chinese automotive industry," Wu Hao concluded.