The Road of the Auto Industry's Brand Transformation

In recent years, the automotive industry has made new progress in developing its own brand awareness. The development of independent brands is not for the purpose of building image projects, it is not an expedient measure, but a strategic need for the sustainable development of China's auto industry and a century-long project for the development of the auto industry. Independent brands and independent research and development are intangible assets and represent the core strength of enterprise development, which is the core task of the auto industry.

The automotive industry has long since developed into a global industry. The market has become one, funds have flowed globally, talents have come from all regions, and resources have been used globally. Therefore, our automobile independent brands will rise from the concept of “nation” to the height of the “world”, be in line with the world, be upgraded continuously, and eventually develop into a global brand and integrate into the tide of globalization.

In the early stage of the development of self-owned brands of automobiles, most enterprises began with counterfeiting and reverse development. They quickly occupied the market with relatively low costs and low investment, and then gradually rolled up and gradually upgraded their brands and products. However, this primitive and cumulative development approach has not adapted to the new situation. The current market competition has shifted from price competition to brand, technology, and service competition. It is difficult to obtain sustainable development for low-cost sales, and it is difficult to increase brand power. The consumer's spending power and consumer experience have been greatly improved. Personality requirements have become stronger and stronger. As products have become more and more critical, and quality requirements have become higher and higher, independent brand products must be started from a higher level from the beginning. GAC has proposed six "world-class" standards in the promotion of Chuanyu, including world-class technology, world-class quality, world-class management, world-class supply chain, world-class service, and world-class network. Only cars that meet world-class standards are required. Independent brands can become world-class brands.

Since the strategic transformation goal was proposed in 2007, Geely has not only successfully built the three major sub-brands of Global Hawk, Emgrand, and England, but also completed the 2015 Geely model product strategic planning on the technical system. At the Guangzhou Auto Show at the end of 2010, Geely Group announced that its strategic transformation has basically completed its first phase. It plans to achieve the goal of turning Geely into an “influential brand” by 2012; and to build Geely before 2015. Become a "competitive brand."

Yin Tongyue believes: “In the past, we still pursued the scale of the enterprise, the pursuit of speed, the pursuit of industry rankings, but companies can not expand indefinitely. To do business is a bit like the old monk to practice, to repair Germany. Often said that the small victory by virtue of wisdom, It is also true that companies will win by virtue of success.” In September 2008, Chery's strategic transformation of A3 was officially launched. Chery began to shift from pursuing the speed of development to the pursuit of quality and management.

Earlier this year, Chery’s leaders revealed that Chery is doing a plan internally, aiming at establishing a complete product development system for companies of the same size in the world for several years. For example, for hardware equipment used by foreign companies to support the development of 1 million-level products, Chery has been in place for a period of time, making Chery's hardware means comparable to foreign companies. Yin Tongyue disclosed that “there is a product that will be unveiled at the Beijing Auto Show next year. It is a product based on Chinese people and foreigners who work as mentors in China. The process is the whole process. I’m full of Quantum’s project. Expectation, full of confidence, but also full of pride, because this concept was one that we came up with at the time."

This gives us some hope.