How to become a world brand for self-owned brand cars

The independent brands urgently need to clearly define the early stage of the joint venture of China's auto industry enterprises. The technical blockade of foreign companies is very strict. Chinese engineers cannot modify drawings at all, and only have the power to interpret drawings when they are localized. At the beginning of this century, several big auto companies groups evaluated the product R&D of domestic-funded companies such as Chery, Geely, Great Wall, etc., in a “noisy manner”. After the country's innovative social strategy was established in 2003, it was found that the auto industry's independent innovation was the worst in all sectors of the national economy. Therefore, independent innovation has become the main task of the auto industry. The products independently developed at that time were called as independent brand products. The joint ventures of such products were unwilling to produce, so they could only be produced by domestic-funded enterprises, also known as self-owned brand enterprises, which promoted the research and development and market development of domestic companies of passenger vehicles. Many engineers and “sea return” experts with no use in joint ventures have entered the R&D department of domestic companies, and through their own efforts, they have introduced many cars that are in line with China’s national conditions, making their own brands not only stand still in the domestic market. It defeated the "guardians" of comparative economics and became the main force for the export of vehicles. The rapid development of self-owned brand enterprises has led to rapid development of China's auto innovation level and R&D level, and has initially implemented the country’s innovation strategy in the automotive industry.

It can be seen that self-branded companies and independent branded products are interconnected, but the name is not very rigorous. At that time, we all know that domestic companies and their R&D products have used autonomy from three to four years ago in national documents. The word brand, but the country has not given its own brand definition, which allows some people to use their own definition to gain advantage, such as ensuring that the future of the own brand has a preferential policy, the joint venture can also get. In particular, after an “authority” center has defined its own brand, the taste has changed. The joint venture can improve its old products and change its trademark to become an "own brand." The members of the Association have repeatedly asked the secretariat: The definition of the “authority” center for independent brands reminds joint ventures that they can significantly reduce their “own branded products” and save sales, suppress the development of domestic-funded enterprises, and at the same time use foreign brands to protect profits. Is this way of defining the country recognized? The Secretariat can only answer: "We must wait for the conclusion of the new automobile industry policy before we can draw conclusions!" The CLUCC believes that in this case, the formulation of self-owned brands should be clearly defined, and at least domestic brands should be called differently. The joint venture's own brand and the proper formulation of the country's policy when it is put in place can really promote the overall strength of the Chinese auto industry.

There are already many joint ventures in the Chinese auto industry. However, the existing policies have lower barriers to entry into the auto industry and have little effect on multinational auto oligarchs with trillions of assets. Instead, they limit many domestic-funded enterprises that are growing and need policy support. Some people recently argued that: At present, the operating mechanism of state-owned enterprises is very poor. Once a foreigner of a joint venture exits, the company will die because it has no development capability. In fact, this reason is untenable. First of all, foreign companies will not withdraw from China in ten years except for those with poor business performance. Secondly, ten years from now, China will transform from a big automobile country to a powerful automobile country. Its vehicle R&D capability can basically be synchronized with the world. After South Korea’s automobile industry withdrew from the country, the company not only did not disappear, but the development accelerated. Thirdly, over the past 30 years of reform and opening up, state-owned enterprises have undergone earth-shaking changes. Ten years later, Chinese state-owned enterprises will all become listed companies, and the operating mechanism will be greatly improved. State-owned enterprises cannot be negated with the same view. Fourthly, large state-owned enterprises are engaged in independent brands. The main R&D forces are concentrated on self-owned brand passenger car companies. Even if foreign companies actually withdraw, the original joint venture’s R&D capability will be transferred to the autonomous part through internal deployment. R&D capabilities may instead be strengthened.

Recently, a joint venture climax has also been created in the commercial vehicle sector, and many of the overseas auto oligarchs that produce passenger cars have not yet entered China. They are also waiting for opportunities to enter the Chinese auto market through joint ventures. In the face of increasingly fierce market competition, the state must give clear support to policies to promote domestic brands to grow as soon as possible. The main contents of the “12th Five-Year Plan” of the national automobile industry have now come out. It clearly states that: In 2015, the domestic market share of self-owned brand passenger vehicles exceeded 50%, of which the domestic brand market share of self-owned brand cars exceeded 40%. It can be seen that the country has indeed made a great determination to develop its own brand. Therefore, the author believes that self-owned brand cars can't be used to make up for it. The independent brands need to be clearly defined.

Internally-owned independent brands need a fair and tolerant environment In the past, various policies of the central government were very beneficial to joint-venture brands. Since this year, the taxes and fees of independent-brand enterprises have been the same as those of joint ventures, and the country has never had any taxes on its own brands. Obvious support. In regard to the automobile market policy, many are still detrimental to independent brands. Such as the newly introduced tax law, discounted to 2 liters car! I really do not know what the displacement of a small-displacement car should be? It is not easy for independent brands to develop rapidly in such adversity. After years of hard work, the number of self-owned brand passenger vehicles has not only grown rapidly in terms of volume, but has also increased in market share.

For such performance, some domestic media have turned a blind eye. Reports of vilifying domestic-funded auto products are commonplace, and few articles have reported on the rapid progress in the technology and quality of self-owned brand products! Some are even naked attacks. Self-owned brands need to redouble their efforts to develop in such an environment. As the state encourages the purchase and use of small-displacement cars, it is still an empty slogan and has not been implemented. Therefore, the small-displacement automotive market dominated by self-owned brand vehicles has been shrinking in recent years. The achievements of independent brands in recent years are exactly the same. Efforts to improve results.

Some people are still commenting that the development of self-owned brands to mid-to-high-class cars (Class B cars) is inconsequential. In fact, in recent years, the market share of the main brands in high-class limousines has also been rapidly expanding. This is also a result of many detours and continuous absorption. Lessons mature. The earliest B-Class sedan was the Brilliance Jinbei’s Chinese sedan, which was designed by a foreign design company and designed with a world-renowned chassis assembly. Later, many manufacturers used imitation methods or mainly imitation methods to design a mid-level sedan. However, it is difficult to grasp all the know-how and the product level has not been recognized by the market. In recent years, large-scale automobile enterprise groups have adopted a full set of imported technologies, developed and innovated on the basis of digestion and absorption, and achieved very good results. After the FAW Group improved the design of the MA6, it jointly produced the Pentium sedan with the MA-6, and the market sales have been rising since it was put into operation. SAIC Group introduced a full set of Rover technologies, and Roewe's market response after improved design and production is also good. Recently, he has tested the Guangqi Chuanqi [Review Photo Forum], which is the latest model developed by GAC on the introduction of Alfa Romeo technology. Chuanxi made all-round improvements and enhancements to the original platform. In the engine area alone, 500 technology improvements were made. It can be said that the overall level of Chuanqi is far higher than that of the original platform. Its handling and stability performance is very prominent. Especially, high-speed noise and vibration are very small. After understanding, it is known that the engine is improved from double-balanced shafts. The key role.

The successful rise of self-owned brands of SAIC, GAC and other enterprise groups has provided a brand-new idea for independent brand building. It is based on the new achievements of the global automotive industry, and stands on the shoulders of giants to integrate global advantageous resources with a broader vision. More stringent requirements get breakthrough development. Take Guangzhou Automobile as an example. In cooperation with Peugeot in 1985, GAC arranged a large number of technical personnel to study automobile design and manufacturing in France, and accumulated a complete understanding of the modern automobile industry system. Later, GAC cooperated with Honda and Toyota. This period was the most mature period in Japan's manufacturing and the most intense global expansion. This group of people mastered the essence of lean production and mastered the latest global automotive technology and details. Reached a new height. Therefore, Chuanqi is aiming at world-class technology and quality. From the praise of the guests participating in the Guangzhou Asian Games, GAC's own brand development strategy has apparently achieved success.

In fact, at present, China has become the world's largest auto market. In the face of increasingly fierce market competition, it is no longer desirable for independent brand companies to maintain their original development model. Only by drawing on the achievements of the latest international auto industry and continuing to work in the higher direction, can we bring The auto industry is really strong. Of course, twists and turns are inevitable in this process. Therefore, government policies provide real support for domestically owned brands, and it is particularly important for all sectors of society, especially the media, to provide a just and tolerant environment.

Increasing exports is an important means for development. During the “12th Five-Year Plan” period, the state will implement the import promotion strategy for electromechanical products. Imported vehicles will continue to accelerate and further squeeze the market of domestic-funded enterprises. In particular, the growth rate of the domestic auto market this year is very low, and independent brands need to accelerate development. Increasing exports is an important means. At present, 80% of auto parts and components for joint venture auto parts are in the country, which promotes the overall level of the domestic auto supporting industry. Coupled with the huge investment in R&D, technology, and quality of domestic-funded auto companies, the quality and technology of domestic-owned brands have improved substantially each year, but the brand image has been improving very slowly. Foreign-funded enterprises are reluctant to let the joint venture brand products produced in China export and seize the international market of their wholly-owned auto companies, which creates an opportunity for the export of self-owned brand enterprises. As a result, independent brand companies can use their high-volume exports to quickly increase their brand image while upgrading. In turn, they can further promote their development in the domestic market.

In addition, in addition to accelerating the development of the international market, in addition to improving the brand effect, the international market itself is also very impressive. The Federation of Travel Unions estimates that the growth rate of passenger vehicle exports will exceed 40% this year, and during the “Twelfth Five-Year Plan” period, it is estimated that China’s passenger vehicle exports can exceed 1 million, of which at least 800,000 are autonomous Brand products. Independent brand enterprises also accepted many lessons in the past to explore the international market. Last year, China’s auto exports resumed faster. Now it seems that the pace of self-owned brand vehicles in exploring the international market will further accelerate, and thus truly make world-class companies and brands. (National General Motor Vehicle Market Information Association Secretary General Rao Da)