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At the 2014 Beijing International Auto Show held here, despite the fact that many of China’s self-owned brand vehicles have released a number of new energy vehicles, with a large amount of gold, many joint-brand car booths are even hotter, and more consumers focus their attention on these exhibitions. Booth.
Beijing Auto Show is a microcosm of the current auto market. According to the statistics from the China Association of Automobile Manufacturers, both the self-owned brand passenger cars and the self-owned brand cars showed negative growth in the first quarter, and their market share also dropped significantly. Among them, the sales of self-owned brand sedan were 715,000, which was a decrease of 17.7% over the same period of last year and accounted for 22.95% of the total sales of sedan. In particular, from the auto market in March, the market share of self-owned brand passenger cars continued to decline since September of last year.
Wu Changfu, a professor at the Guanghua School of Management at Peking University, expressed concern about this. He introduced a book he had read: "The Road of Foreign China." "More than 70% of vehicles running on China's roads are brand cars of multinational companies or global companies. The market share of self-owned brand automobiles has been steadily declining for some time in the past, and the fast-growing Chinese car market has been dominated by joint venture brand cars," he said. .
The decline in the share of self-owned brands has also attracted the attention of the automotive industry. Dong Yang, executive deputy chairman and secretary-general of the China Automobile Association, pointed out that before the independent brands and joint venture brands “walked each wayâ€, after 2008, China’s subsidy for 1.6 liters and below displacement passenger cars was increased, and foreign auto companies Also increased the investment in small-displacement, small-size and low-cost side.
“However, due to the rapid development of the automobile market in 2009-2010, it covered up the problem of insufficient competitiveness of Chinese brand cars. The slowdown in the growth of the auto market in recent years has exposed this problem. The competition of foreign brands has shown itself. Behind the force, it is still working hard and investing, so the overall situation is not optimistic.†Dong Yang pointed out.
Indeed, for a long time, self-owned brands have occupied the low-end auto market with low prices, and the mid- to high-end market has basically been able to satisfy the appetite of foreign auto makers. However, with the sinking of China's auto consumption market, foreign automakers and their own brands have entered a real “junkâ€. Coupled with the policy advantage is no longer other factors, seriously squeezing the market space of independent brands.
At present, despite the continuous strategic transformation of self-owned brand cars, the new products are not connected. At the same time, measures such as restrictions on purchases and shakes in major cities have kept the willingness of consumers to choose their own brands.
Experts also pointed out that as the markets of first-tier cities such as Beijing, Shanghai, and Guangzhou have become saturated, China’s auto consumption market has gradually shifted to second-tier and third-tier cities and inland regions. Although these regions have limited spending power, the market potential is still huge. Need to do this market.
However, as far as customers are concerned, China’s self-owned brand cars are considered to be rising stars in the world’s auto market. Faced with the unfavorable factors such as late technology start-up and lack of manufacturing experience, China’s self-owned brand cars have not retreated. In particular, in respect of energy-saving cars and new energy vehicles, many domestic independent brands have continuously launched new models with high gold content, hoping to “share a share†in the next round of market competition.
At this auto show, new energy vehicles released by self-owned brand cars also attracted the attention of exhibitors. BYD has released the new hybrid SUV model "Tang", which takes only 4.9 seconds to accelerate 100 kilometers. It redefines car standards in terms of performance, safety and fuel consumption. It is expected to be listed this year. FAW released the first mass-produced new energy vehicle and fully demonstrated its mature technology strength in energy conservation, environmental protection and new energy technologies.
"In addition to scientific and technological innovation, Chinese auto companies must reflect on this issue, and must refrain from impetuousness, and pay close attention to quality." Li Feng, president of Beijing Automotive Co., Ltd. pointed out: "The enlightenment of Korean cars from latecomers to the Chinese auto industry, modern Kia The successful experience of the company is quality management, and we must move our customers with product quality that exceeds our customers' expectations."
“It is undeniable that the current market clearly reveals the weak overall competitiveness of Chinese brand cars. This situation will continue for some time.†Dong Yang pointed out that the government should further support the development of independent brands in terms of procurement and funding development. . Second, the current domestic auto market has too many brands and the competition is very bad. It is necessary to strengthen the merger and reorganization of the automobile industry and strengthen the cooperation and cooperation among independent brands.
Experts pointed out that the difficulties faced by self-owned brand cars are temporary, and it takes a process to implement the strategic transformation and realize the upgrading of products. At present, independent brands have entered a period of in-depth adjustment. As these car companies complete the strategic transformation, product quality and technology increase, market competitiveness will also increase. In the long run, the potential of the auto market in China is still very large, and auto brands still have more room and opportunities for development.
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