Chinese Auto Brands--A Topic That Cannot Be Said
After years of continuous and rapid development, China's auto industry has entered a period of strategic transformation, and "Chinese auto brand" has become one of the topics that cannot but be said. What is the future of China’s auto industry? What should Chinese auto brands do in the end? Maybe no one can give an exact answer.
For several years, the industry once regarded small-scale automobile manufacturers such as Chery, Geely, and Great Wall Motor as the symbol of the rise of independent power in the Chinese auto industry. Indeed, after several years of development, the number of self-owned brand cars has continued to grow, and in 2005 China’s
The total number of self-owned brands reached 850,000 units, an increase of 5.6 times over the 150,000 units in 1997, with an average annual increase of 23%. We are delighted to see that independent brands such as Chery and Geely have already squeezed into the top five of the top ten groups in China. However, under the background of an average annual increase of 25.3% in China's total market volume, the market share of self-owned brands in 2005 was actually lower than in 1997, and the statistics in 2006 showed that the Japanese and Korean cars occupy the market. The rate is as high as 36.6%, which clearly shows that the stars that have really emerged in the Chinese market in the past few years are the brands of Japan and South Korea, and most of the Chinese independent brands are still fiercely fighting in the low-end market.
In China, if it is necessary to say that independent brand enterprises can start from high-end cars at the outset, they may only have two historically long FAW and SAIC. Although some media once pointedly pointed out that FAW is facing a difficult "post-joint venture era," it cannot be denied that "red flag" is a banner in China's own brand.
As the largest passenger car company in China, SAIC Motors, which is a joint venture between Shanghai General Motors and Shanghai Volkswagen, is a key moment in the emergence of a new turning point in China's auto industry. Its independent brand development strategy has naturally attracted attention. . Through joint ventures and cooperation, SAIC has accumulated mature technology, market and customer service experience. Its market share in the passenger vehicle segment has always topped the list, and it has also been criticized for lack of major actions in the “own brandâ€. In this regard, SAIC chose silence. Recently, SAIC Motor Manufacturing Co., Ltd. (hereinafter referred to as "SAIC Motor") core leadership team debut in Shanghai, set off in the industry and the media a lot of trouble. Following Shanghai Volkswagen and Shanghai GM, SAIC Motor became the third vehicle manufacturer of SAIC Motor Corporation. At this point, SAIC Motor’s “troika†situation was formally established. In the case of SAIC, this is the best response to the sharp criticisms of the past.
In fact, the status of the “boss†in the domestic passenger car market has not been able to meet this car company with a broad view of the international market. “Independent brands should first be international brands. They must develop internationally and integrate international resources to develop independently and eventually go international.†Chen Hong, president of Shanghai Automotive Group Co., Ltd. (hereinafter referred to as “Shangqiâ€), pointed out that SAIC developed its own brand. The starting point.
On the road of self-owned brands, there are many types of business development. After more than 20 years of joint ventures and cooperation, SAIC has chosen a differentiated road - making full use of both domestic and international markets and resources, and surpassing the primary stage of simple imitative development. Go directly to secondary innovation and integrated innovation. Apart from the automotive industry, the same is true for other industries. There are no absolute correctness and mistakes in different development methods. The key is to combine the company's own resources and environment and find a model that best suits its own development.
Under the background of economic globalization and the development of regional integration, it has been impossible for "ethnic" and "world" to be completely separated. First of all, based on the domestic market, after sitting firmly in the domestic passenger car market, SAIC began to actively seek its overseas cooperation and development. In December 2004, SAIC acquired all of Rover's intellectual property rights, all patents involving Rover 25, 75 and the full range of engines, and related drawings and data. This acquisition was referred to by the industry as "the beginning of the maturity of overseas mergers and acquisitions by Chinese companies." Jia Xinguang, chief consultant of China Automotive Industry Consulting Co., Ltd., commented that SAIC chose a “smart roadâ€; in addition, SAIC also selected Ricardo, a veteran British car design company, as its most technologically advanced technology. The strength of strategic partners, thereby helping to enhance the strength of automotive R & D. SAIC is a brand-new development model based on the domestic market and actively seeking international resources. It is indeed worthwhile for those companies that are determined to be independent brands.
In SAIC's view, the development of independent brands requires the support of many forces, including state-owned enterprises, private enterprises, and foreign-funded enterprises and joint ventures. As SAIC's two partners, and the two biggest players in the international automotive market, Germany Volkswagen and U.S. General Motors, they not only expressed their understanding of SAIC's differentiated development of its own brand, but also signaled its involvement in the future. As China's auto industry enters a new strategic transition period, the three carriages of Shanghai GM, Shanghai Volkswagen and SAIC Motor will become the best model for SAIC to combine its own advantages in resources and embark on a differentiated development path.
When SAC was criticized, SAIC did not hurry to launch its own branded projects; the development of its own auto brands in China continued to linger in the low-end market. When SACs began to question whether they really needed to develop their own brands, SAIC did not And flinch. SAIC Motor and its well-built, low-profile preparation of the third carriage, SAIC Motor, are using its actual actions to show that SAICers have always been on the path of development that best suits SAIC.
View related topics: independent brands, where to go?
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