How to shorten the gap between independent brands and multinational brands?

In September, the production and sales of automobiles were booming. The sales volume of passenger cars was 1,169,800, a 16% increase from the previous month. In the first nine months of this year, China’s automobile sales reached a cumulative total of 13,138,400 vehicles, a year-on-year increase of more than 35%, and it still maintained rapid growth. Behind this high growth, however, is the continuous decline in the market share of independent brands, from 34.72% in January to 28.21% in September, more than half the market share decreased by nearly 1/4, a staggering decline.

It is not that the self-owned brands have stepped back, but the joint venture brands have strengthened the offensive: luxury cars do not have their own brands, and the mid-to-high-end market strictly prevents the self-owned brands from seeing the hope of success. Now even the low-end markets of the independent brands have not let go of their own brands. . Although the self-owned brands are guarding the tens of millions of automobile markets at their doorsteps, the situation is precarious. What should our own brands do? Where is the spring of self-owned brand?

Why the independent brands can not beat the joint venture brand, the key is to enter the automotive industry for a short time, there is still a gap between technology and brand. Then, how can independent brands achieve technological leapfrogging and how can they change their brand image?

First of all, we must be good at digesting and absorbing advanced global technology. At the beginning of Geely's acquisition of Volvo, many people questioned that it was Wang Baoqiang who married Liu Yifei. The door was not right.

However, the fact that Geely acquired Volvo shows that this is a win-win deal, although it cannot be described as a “natural match”.

But at least it is "flying." For Volvo, the most important thing is that he has finally begun to make profits, and Li Shufu also said that he must let him return to the forefront of the global luxury car list. For Geely, the gains are even greater. Geely can now be said to stand on the shoulders of giants to build their own brand. Compared with other independent brands, Geely will take a lot less corners.

Of course, there is only one Volvo, so good luck to Geely, China's other independent brands will be difficult to find.

However, Geely's acquisition of Volvo still set an example and demonstration for China's own-brand car companies. Cooperation with mature brands will quickly increase the technical strength of independent brands and help independent brands achieve technological leapfrogging. For example, cooperation with Jaguar and Land Rover are Good choice.

However, we want cooperation instead of joint ventures. The lessons of history have been profound enough. FAW, Dongfeng, SAIC, and BAIC are not indulging in the slightest amount of money and superficial scenery brought about by the joint venture, and they put the priority of “changing technology”. Left behind.

What China lacks now is not capital but technology. Therefore, independent brands urgently need to cooperate with multinational brands to achieve technological leapfrogging. Of course, in the course of cooperation, the Chinese must have the right to speak and must stand upright and do everything possible to absorb and absorb the technical expertise of multinational brands. Otherwise, they can only eat the residual cold out of foreign charities, so that the Chinese automobile market can More than one investment company, that's it.

Second, it is necessary to attract excellent automotive talent from around the world. The development of China’s automobile industry requires that a group of “bandits” alone cannot work hard. It is necessary to absorb a large number of overseas returnees who have mastered core technologies who have worked in multinational corporations. . The only way to build a car behind closed doors is to pick up some cracked dates and only use the length of the public to use it for my own sake.

Third, we must strive to enhance the brand image The brand image of self-owned brand cars has been scarred by an unlimited price war. Many people think of their own brands as the first words of low price and low quality.

Therefore, it is not necessary for independent brands to rush to launch so-called mid-to-high-end brands. The image of low-end brands has not changed and how mid- to high-end brands may be accepted by consumers.

To improve quality, improve services, and enhance brand image is the top priority for independent brands. If the brand image is upgraded, even if the models are still concentrated in the low-end market, independent brands will not be easily beaten by the joint venture brand. If there is no brand, the self-owned brand will become a high-rise building built on the beach. When the joint venture brand cuts its price, if it is suppressed, it is very likely that it will be defeated.

Promoting brand image is not about relying on you to launch a mid-to-high-end brand. If consumers do not buy it, your mid- to high-end brand can only be reduced to another low-end brand.

In addition to this, the government must also say that it must do what it can to support its own brands.

The overall industrial level of South Korea is far from the developed countries such as Europe and the United States. However, the electronics industry and the automotive industry have already formed a catch-up trend. Both Samsung and Hyundai have grown into global famous brands. The primary reason is that South Korea has used strong national sentiments for cars. And the electronics industry has formed a strong protection, and South Korean officials basically do not ride foreign brands of cars. South Korea also established the National Brand Committee to protect Korean brands and increase their brand influence.

However, the government of our country is reducing the score for its own brand. The government has always emphasized that it is necessary to support the development of self-owned brand cars and it is very good to revitalize the national automobile industry in China. However, when it comes to implementation, it is always better to say nothing. Looking ahead, government officials seldom use their own-brand cars. Even the head of the SASAC is Audi. The practice of officials is tantamount to declaring to the people that the grade of the self-owned brand car is too low to ride.

As a result, independent brands are discriminated against in the market.

Therefore, if you want to enhance the image of your own brand and defeat the pinch of a multinational brand, it is first and foremost that government officials must take the lead in riding their own brand cars.

If the government can vigorously support its own brand, if the people of the Yellow Emperor can work together to support their own brands, if the independent brand car companies can be more pragmatic, more intelligent, with the support of the tens of millions of cars at the front door, the spring of independent brands will be very strong. Coming soon.