Autonomous cars promote internationalization strategy Product quality is the key

In recent years, the pressure for the survival and development of automakers of their own brands has continuously increased. The initiative to internationalize products and services is undoubtedly an effective way to ease the pressure of domestic competition. More importantly, internationalization is the only way for the long-term survival and development of the company. To achieve sustainable development goals, companies must have the ability to continue cost control and product innovation. The former needs scale, and the latter needs the financial strength brought by scale. To increase the scale, we must have a larger downstream market and more upstream resources to support. In other words, we must base ourselves on the international market and use international resources to scale up on a bigger stage. Therefore, self-owned brand auto companies must take the internationalization route to achieve successful and long-term and stable development.

In practice, how do self-branded companies implement practical internationalization strategies? The author believes that it is important to do the following three aspects.

First, do a good job of channel construction. Experience has shown that the success of multinational marketing of cars often plays a key role. In order to occupy foreign markets, self-owned brands must strive to integrate operations, after-sales services, and spare parts, and use high-quality services to eliminate customer concerns about the use of their products. This inevitably requires that they work hard in the distribution channels.

In general, there are three common distribution channels for entering the international automobile market. The first is the joint venture with the target country's sales channels, and the use of partnership channels for sales; the second is relying on the target country's independent dealers, the two is the contract sales relationship; the third is the establishment of the manufacturer's sole proprietorship direct sales Division. Although the first type can save costs and reach the goal of using the other party's channels to quickly enter the target market, there is a certain degree of difficulty in the selection and control of partners. The second advantage is that it can save investment in channel construction. The disadvantages are weak control over channel sales, poor feedback from market and consumers, and uncertain channel efficiency. The third type of investment in channel construction is larger than the former two, but once successful, the benefits are also large.

Which kind of channel to enter the international market is more suitable for the current Chinese auto companies? This depends on the specific circumstances of each company. For the relatively weak self-owned brand auto companies, due to the limitations of their own strength, they can not establish their own sales system and after-sales service system in the target market, and choosing local agents is a wise move. In an emerging development market, it is desirable to choose a sales force and an influential agent to build a factory, and then use the partner's sales network to sell products and perform after-sales services. For a stronger company, from the perspective of long-term development, a third approach should be chosen.

Second, special emphasis on after-sales service. Automotive marketing services are divided into pre-sales, sales and after-sales services. Among them, after-sales service is the key and difficult point for multinational marketing of independent brand auto companies. The degree of perfection of after-sales service system will largely determine the market performance of products. Therefore, while emphasizing the superior quality of automotive products, we must strengthen after-sales services to ensure that our services are leading. Through the provision of warranty for customers, the establishment of customer files, follow-up services, etc., as well as technical consulting, technical training, maintenance and repair service network, information feedback, customer complaints service and other aspects, the company's service concept deep into the daily business activities Go and make sure that wherever the car is sold, the service will follow.

Third, improving product quality is a top priority. Poor quality has caused many auto companies to suffer tremendous blows at the time of export. These hardships have cost the company several years and huge amounts of money. Take Hyundai Motors Korea as an example. Although the company had achieved sales of 270,000 units in the third year after entering the US market at a much lower price than competing models, the quality of modern cars at that time was not yet comparable to that of US consumers. The cars that have been used in the same way are also not acceptable to customers, resulting in a fall to less than 90,000 vehicles in the middle of 1990. Modern errors at the time consisted in the belief that cheap prices could make up for the lack of quality. In fact, consumers' perception of the low quality of Hyundai vehicles has led to doubts about its development in the US market. To make up for this, the company spent a considerable amount of time thereafter. Therefore, in order to adapt to the driving environment and consumer demand in Europe and the United States, independent brand companies also have to spend a lot of effort on vehicle performance and product reliability.