The undetermined king of the independent brand is still not showing
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The current self-owned brand automobile industry is crowded with fierce fights and strangles. You can sing and beat me on the stage. Every leader has two or three years, and every year there are independent dark horses.
Throughout the development track of independent branded companies, before 2011, Chery was the undisputed champion of sales. In 2008, Chery Automobile ranked 5th in the national passenger vehicle sales list with 356,000 vehicles, and it was the 10th consecutive year in which it sold its own brand. the first. By 2010, Chery’s global sales volume reached 682,000 units, an increase of 36.3% year-on-year, and completed 97.4% of the annual target sales volume. It ranked first in domestic self-owned brand passenger vehicle sales for ten consecutive years.
However, since 2011, the situation has changed. In 2011, Chery declined rapidly and became the industry's tenth. Its position in the self-owned brand area was difficult to shake, and was surpassed by BYD in the same year. BYD led Chery’s nearly 20,000 vehicles with nearly 420,000 vehicles. In 2012, the situation was even more shocking to the industry. Great Wall Motor sold 630,000 vehicles in 2012, surpassing the traditional three-strong Chery, Geely, and BYD to win the championship of own-brand sales for the first time and successfully joined the top eight of the automotive industry. The largest "dark horse" in China's auto market.
This year, after the Great Wall Motor Co., the "black horse" was reproduced in its own-brand auto company. In the first seven months of this year, Changan Automobile (Weibo) sold 175,400 cars with a growth rate of 46.1%, making it the highest growth rate among the top ten companies in its own brand. In particular, Yidong, CS35, Zhishang XT and other products, through excellent product appearance design, make the entire industry and the market shine. Let's see more people who have independent products with their own products. They can not help but sigh that the independent products have finally made remarkable progress in the shape.
As the market situation changes, so does the sales volume of companies. Just as the Chinese and Korean cars in the world structure can rapidly rise and the Japanese cars may experience decline, the current situation of China's own brands is still changing.
And analyze the previous successful experience of the independent brand and the lessons of failure. Corporate strategy is the key to the success of a product. In fact, the current brand awareness of self-owned brands is basically the same. In recent years, the changes in the ranking of independent brands have mainly been product-level strategies. When the product becomes a market, the product fails and the market loses.
For example, Chery has failed to create a successful model under the Wei Lin and Rui Hao brands, resulting in high-end transformation failure, followed by serious injury; on the contrary, in recent years, from the unknown or behind the rankings, they have transformed into the top ranks of their own brands, and each has succeeded. The product strategy is precisely that the company concentrates on improving the level of research and development, creates a product that meets the brand's high cost-effectiveness and market demand, and has been selling such models as the Haval H6, Yat moving, Emgrand EC7, and BYD Speedy.
The Changan Automobile's progress in products is the best example. Chang’an’s strategic initiative is to establish a wholly-owned independent research and development center in the United Kingdom, Italy, the United States, Japan, and other places before 1978. Currently, Chang’an’s automaker’s leadership has led to a large portion of the average level of independent product design. The products are designed in the Chang'an Italian R&D center and the Chinese and foreign design aesthetic standards have achieved an excellent fusion.
However, it is clear that whether Geely, BYD, or the Great Wall or Changan, if they still rely on the success of a single product or a few products to obtain a temporary top ranking, this kind of top ranking cannot be too long. This is also the biggest difference between self-owned brand companies and foreign large companies: product strategy planning of multinational car companies is done for ten years or more. In other words, for autonomous vehicle companies, it is necessary to have a scientific and rational vision for product strategic planning and have a long-term perspective, and strive to produce classic products every year.
Although the Geely EC7 is hot, EC8 has not yet formed a climate; the foundation of the 600,000 Great Wall is mainly realized by SUVs, and its proportion of sedan products is not large. These problems are also an important opportunity for other companies to catch up and rewrite the pattern of independent brands.
So who is the final winner of the self-owned brand, in fact, it is still too early. The enterprises that can “laugh to the end†and become real winners are bound to be enterprises with system competitiveness, just like Shanghai GM, Shanghai Volkswagen and other joint ventures, relying on the competitiveness of the company’s system to make every new product available. A certain degree of success. In addition, the company’s products should also be a full range of products. For example, Chang’an Automobile has been able to achieve such a high growth rate this year, relying on the growth of the entire A00-to-B-series, and has achieved a successful early stage. The car is undergoing a full range of layouts.
Chang'an Automobile's sales increase this year is actually at an early stage. Several foreign design centers that invested several years ago and research institutes of Chang'an headquarters are continuously developing new products. This is a research and development system that has been built; long-term and scientific product strategic planning has been done for SUVs, cars, MPVs, and other categories. This is even better than Great Wall Motors focusing on the SUV field. This is a product strategic planning system; and several thousand acres of land, such as automobile test sites built on huge amounts of funds, reflect the temporary nature of the Chang'an high-level executives who are not rigidly attached to the current autonomous headquarters. Losses do not hesitate to pay much attention to the long-term corporate strategic planning. From these perspectives, Changan Automobile will continue to erupt in the next few years.
In addition, we have to mention Guanzhi car. From the very beginning, this company has been moving forward with R&D, gathering global R&D experts and investing heavily in building its own branded companies. Perhaps it has been in the early period of the "European quality" image, in the independent brand enterprise territory, ignored him. But in the past two days, I personally heard someone ask QO Chairman Guo Qian: “Where is the brand?†Guo Qian calmly replied: “Chinese brand.†At that moment, I immediately realized that The brand pattern is really far from being formed. Who can say with certainty that SAIC Motor's Roewe must be the top-end brand in its own brand? It is hard to say that in the near future, it will be surpassed by the concept or other independent brands.