Only by realizing the “transitional transformation from opportunistic growth to capacity-based international developmentâ€, autonomous car companies can survive in a new round of more intense market competition, with a market share of 12 consecutive declines, and a monthly market in five years. The share of the car market has fallen below 20% in a single month. The sales volume and profit of many independent car companies have both declined. In the face of the sales volume, which has ranked first in the world for six consecutive years and continues to expand, the Chinese independent brand passenger car The answer for 2014 is indeed awkward.
“In 2015, the market share of self-owned brand vehicles may decline.†Dong Yang, executive vice president and secretary general of China Association of Automobile Manufacturers, had a long silence at the car information conference held at the beginning of the year and made this response.
The sales data for the first quarter seems to support Dong Yang’s point of view: although the overall market share of self-owned brand passenger cars increased to 43.21% in the first quarter, this was mainly due to the explosive growth of SUVs (sports multi-purpose passenger vehicles). (Upper-year growth of 108.3%), and the market share of the car, which is the absolute main force of the passenger car market and the most competitive of the car companies, fell by 0.5 percentage points to 22.9%, and there is still no sign of recovery.
Moreover, at the 2015 China Auto Forum and Shanghai Auto Show held in Shanghai last week, the relevant person in charge of a number of independent auto companies also admitted that the current market competition is extremely fierce and the company is under tremendous pressure.
“Joint venture car companies are investing in the market to seize new sales growth points in the future.†Industry insiders told the “Weiwang†News Weekly reporter that the cold market of self-owned brands is largely due to the fact that joint venture car companies have deepened their own auto companies. "Hinterland market". In addition, China's "consumer consumption level upgrade, comprehensive use costs, urban purchase restrictions" and other factors have also adversely affected the self-owned brand cars.
Many experts interviewed by this magazine agree with this, but think that these factors are more external performance. In the opinion of experts, the market share of self-owned brand passenger cars has dropped from 45.60% in 2010 to 38.44% in 2014. “The deeper reason is that in the face of huge market temptation, autonomous auto companies existed in the market. Speculation, and did not really do the basic work."
But from another perspective, the cold weather in the market also provides an opportunity for independent car companies to think calmly and make strategic adjustments. In fact, many independent car companies have realized that they need to gradually abandon the traditional "extensive" development ideas.
"The speculative psychology does not turn"
According to data from JD Power Asia Pacific, the world's leading car evaluation agency, the gap between the new car quality (IQS) PP100 (number of problems per 100 new cars) and international brands has narrowed from 139 in 2007 to 36 in 2014. The gap between the two is shrinking.
“The quality of self-owned brand cars has improved significantly, but the overall still lags behind joint ventures and imported cars.†Zhao Fuquan, dean of the Institute of Automotive Industry and Technology Strategy of Tsinghua University, told the reporter of “Weiwang†News Weekly that consumers are paying attention to the current situation. Quality comparison, not how much progress has been made, and “what is behind the quality level, what about the quality and brand of the carâ€.
Why are self-owned brands still lagging behind after years of development? Zhao Fuquan believes that this is related to the relatively late start of China's auto industry, but more importantly, "some auto companies have had market speculation before, and there are deviations in development ideas."
Since the beginning of the new century, with the rapid development of China's economy, the Chinese auto market has also entered a rapid growth period. From 2000 to 2010, the annual growth rate of China's auto market reached an average of 24%, becoming the world's largest auto country. Especially with the promotion of the country's policy of encouraging cars to go to the countryside and small-displacement vehicles, the annual growth rate of China's auto market sales in 2009 has reached an astonishing 46.1%, showing a "blowout" trend.
"The market pressure is not big enough, 'the radish is not washed,' as long as the car is built, there will be people to buy, and the car company will have the opportunity. Opportunists only look at the eyes, and there is no long-term strategic vision." Zhao Fuquan believes that the independent car enterprises It is not that the importance of product quality is not recognized. It is only in the face of expanding market demand and relaxed competition environment. Autonomous car companies have not recognized the core competitiveness of enterprises from the depths of their souls. The core competitiveness of the automobile is to "recognize the talents seriously, do the quality in a down-to-earth manner, and do a good job in designing and verifying each component."
In this regard, Cheng Xiaodong, chief automobile analyst of the Price Monitoring Center of the National Development and Reform Commission, deeply agreed. "It is to quickly establish a marketing system to seize market share with low-price competition, or risk the possibility of sacrificing market opportunities, focus on improving product quality and core competitiveness, and long-term development strategy." In Cheng Xiaodong's view, facing the market The temptation, when the independent car companies really choose the latter is not much.
From "selling cars like selling cabbage" to "Jeddah, Santana is about 50 yuan / kg, I predict that these cars will drop to 20 yuan / kg after 8 years", and then to "be the first in the country in 2015, In 2025, it achieved the world's first." At that time, many independent brand car companies were optimistic about the future market.
And now "the wolf is coming." With the slowdown of China's auto market expansion, the sinking of joint-venture auto products, and the escalation of consumer demand, the traditional development ideas of independent auto companies have been unsustainable. This also proves that “not paying attention to product quality, simple price competition may win short-term market, but it will not bring real long-term development to the enterpriseâ€.
"The speculative psychology does not turn." Zhao Fuquan police awoke, if there is no essential change in the development of ideas, even if the independent brand can be warmed up for a while, it is difficult to reverse the big downturn.
According to the prediction given by the China Association of Automobile Manufacturers at the beginning of this year, the sales volume of passenger cars in China this year was around 21.25 million, an increase of 8%.
"According to the economic operation in the first quarter and the production and sales of China's auto industry, we believe that it will be lower than this expectation." Dong Yang said at the 2015 China Auto Forum that the slowdown in mass growth means that the competition in the auto market will More intense.
Zhu Huarong, president of Changan Automobile, believes that the next decade will still be the golden decade of the Chinese auto market, but unlike the past, the new decade “needs to be shuffled and has fun and happinessâ€.
Therefore, Cheng Xiaodong believes that autonomous car companies must “overcome the sorrowful mood, strictly control the quality of products, and continuously improve the service concept.†Independent car companies can only achieve “transitional transformation from opportunistic growth to capacity-based international developmentâ€. Only in the new round of more intense market competition can we survive and gain greater market development space.
Our reporter learned from the 2015 Shanghai Auto Show and the China Auto Forum that major auto brands have realized that they need to change their previous development ideas. For example, Huang Huaqiong, assistant general manager of Chery Automobile Co., Ltd. and general manager of marketing company, said frankly to the reporter. "The richness of the market is now far more than that of the past. In the face of fierce market competition, the competition between cars and enterprises is strength and technology. And customer experience."
Geely Automobile Group Director Yang Xueliang said frankly that Geely Automobile had planned more products before, and now Geely is in a transition from quantity to quality. "In the new product planning, we must pay attention to quality products and produce fists with sales. product".
"If we are poor, we can't develop R&D. We must invest in R&D when we are hungry." Zhu Huarong stressed that only by doing a good job in research and development, independent brands can achieve catch-up of joint venture brands.
“Autonomous car companies should not only focus on R&D, but also pay attention to cooperation between enterprises.†Zhao Fuquan believes that, especially for private car companies with relatively small volume in China, the R&D investment conference will bring funds to enterprises. Pressure, so car companies to cooperate in research and development, "holding the group to warm" is a good strategy. In addition, enterprises must make great efforts in management, talent cultivation, and component system construction.
According to Li Xianjun, director of the Automotive Development Research Center of Tsinghua University, since the automobile industry is a strategic pillar industry, a complex industry, and in some sense, it also involves national industrial security, its importance is self-evident. Therefore, the government The role is indispensable.
"Several key technologies of the automobile industry, the country really should be well planned." Li Xianjun suggested that the common technology and key technologies of the automobile industry can be led by the state, and major enterprises and scientific research institutions should concentrate on participating to make breakthroughs.
"But the government should not intervene too much in the market and care for its own brands too much. Otherwise, its own brand will always be like a child without weaning, and can't really thrive." Cheng Xiaodong added that the development of self-owned brands is inseparable from the government's encouragement and Support, the government must also focus on providing an excellent market environment and policy orientation for independent brand vehicles to improve their independent development capabilities.
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