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“We can't catch up with the joint venture brand within ten years.†Talking about the development of independent brands under the new normal, Zhu Huarong, president of Changan Automobile, is particularly frank. “Despite the remarkable sales performance of self-owned brands this year, the main models of growth and In the field of low-end MPVs and SUVs, the real mid- to high-end car sector is declining.†Zhu Huarong bluntly said that growth is gratifying, but the worry is that the growth point is not profitable.
According to data released by China Association of Automobile Manufacturers, in the first eight months of this year, the sales volume of self-owned brand passenger cars was 5.327 million, up 12.2% year-on-year, accounting for 41% of total passenger car sales, up 3.5 percentage points over the same period of the previous year. .
But another slightly special curve is that in the off-season of the year, July, August and August, the market share curve of independent brands is almost in a downward trend. In addition, from A0 level to MPV, SUV, joint venture brands and independent brands almost all have price differences. At the A0 level alone, the spread between Chinese brands and joint venture brands is as high as 57%. Almost all of these data point to the same problem: the ability of independent brands to withstand risks is insufficient, and competitiveness is still very limited.
Previously, “the market for Chinese brands is generally concentrated in China. If we look at the global market, the sales gap between us and the world-class brand single model is more than ten times. So, who has low cost and who has faster research and development. ,it goes without saying."
The development of self-owned brands still requires a large amount of R&D investment, and Changan Automobile invests 5% of its sales revenue each year in the research and development of its own brands, and its emphasis on R&D lies in the forefront of its own brands. In the cold wave of the auto market this year, Changan Automobile has completed the 84.0% sales target set at the beginning of the year as of August. According to this development, Changan will reach the full-year target ahead of schedule.
But even if R&D investment is at the forefront of independent brands, Zhu Huarong still feels the lack of research and development. “Every year, the investment in R&D of international first-class companies is roughly 60 billion to 80 billion yuan, and the annual investment in research and development of Changan is up to 8 billion. This gap in competition exists.â€
In this real environment, independent brands are aware of the key role of strengthening alliances. At this stage, this kind of alliance includes not only the unity of independent brands to achieve common "hematopoietic", but also the combination of external forces to absorb the nutrition of foreign partners to achieve "transfusion".
“In terms of internal coordination, Chinese brand car companies must unite and build the overall competitive advantage of Chinese brands by strengthening mutual cooperation and resource sharing. By deepening external cooperation in external collaboration, utilizing and integrating global superior resources to enhance the core capabilities of Chinese brands. And international competitiveness.†Liu Weidong, deputy general manager of Dongfeng Motor, stressed that “for 18 domestic Chinese brand car companies, collaborative development is undoubtedly one of our most important strategic choices in the future.†This view is recognized by Zhu Huarong. "Strengthening the alliance will help independent brands improve their ability to withstand risks."
In the external cooperation, the establishment of a strategic alliance with PSA and Volvo has played a positive role in the development of Dongfeng's independent business. Of course, Dongfeng is not a case in terms of achieving external development through external forces. BAIC has also achieved further growth in its cooperation with Daimler, and this cooperation is currently being pushed into the deep water area. "Daimler has recently agreed to carry a powertrain including the engine on BAIC's own branded products." Although Xu Heyi, chairman of BAIC Group, did not disclose the time node for implementation, the cooperation between BAIC and Daimler will undoubtedly have The progress of the update. This will provide assistance for the further high-end of Beiqi Yubao.
The intuitive benefits of Beiqi’s leveraged Daimler’s and self-reliance are reflected in the recent mid-term performance of Beijing Automotive. The data shows that BAIC's own brand and Beijing Benz two modules have achieved a total sales volume of 251,500 vehicles. Among them, the income of self-owned brands increased by 22.1% from 597.20 million yuan in the first half of 2014 to 729.09 million yuan in the same period of 2015. The growth momentum was mainly due to the increase in the sales ratio of Sic Bo X65 and Sic Bo D50. In addition, Beijing Benz's revenue increased by 52.6% from 191.5670 million in the first half of 2014 to 29.231.4 million in the same period of 2015. The increase was mainly due to the significant increase of 59.8% in Beijing Benz sales.
In addition, in the process of realizing the growth of independent brands, going out of the country and realizing development is also the goal. Zhu Huarong bluntly must accelerate overseas construction and advancement, and must build a world-class auto company. “The automotive industry is a global competition. We only account for a quarter of the world's market, and 3/4 of the market is outside China.†Beijing Automotive Executive Vice President Li Jikai also holds a similar view, “Future Beijing Automotive Or on the basis of expanding production scale in China, using the advantages of low cost and mature technology to expand and carry out vehicle sales overseas.†According to Li Jikai, the focus of Beijing Auto in the next five years will also focus on overseas markets, special regions and The new energy field is under development.
It is undeniable that the growth of self-owned brands against the trend is at least a positive signal, and it is still a bright spot worthy of recognition in the overall car market. And for the development of independent brands should also give more tolerance and time, after all, the development of independent brands really entered.
· Independent brands' contrarian growth is mixed