Auto market continues to cool its own brand adjustment strategy to slow down the new car

Adjustments continue. Recently, the China Association of Automobile Manufacturers released data, from January to June 2012, China's self-owned brand car sales of 1,423,300, a year-on-year decrease of 6.78%, the occupancy rate decreased by 3.6% over the same period last year. For self-owned brands, the “double-digit growth” or even “three-digit growth” that was once easily accomplished has now become an impossible task.

As the auto market continues to suffer from cold, competition is unprecedentedly fierce. How can we survive and develop? In the past week, the reporter has interviewed the person in charge of the major domestic auto brands. Look at how they responded in this unprecedented auto season.

Solution 1: Save 4 staff members and squeeze a standard room. “It used to cost money to do a good job. Now you have to spend as little money as you can to do as much as you can.” Last week, an independent brand was established in the west of Hangzhou City. Field test drive meeting. Xiao Wang of the company's marketing department flew to Hangzhou one day ahead of schedule and spent a long time in the urban area. Finally, a standard room was set up at the hotel near the event venue. Four big men squeezed in two beds for three days.

"In order to save money for the company." Xiao Wang told reporters that before doing activities, whether it is the company or the dealer, the first emphasis on "effect." There are fewer budgets today and the effect is the same. "If you can save, you only need to spend on business trips. Fast flights and red-eye flights, which were not common in the past, are now commonplace."

For self-owned brands, "throttling" is not limited to this. In mid-July, another self-owned brand in the Zhejiang area will make two new cars for the same period. "Now than in the beginning, two games will be held together, and the price/performance ratio will obviously be higher." The brand's staff personally told reporters that this alone saved the company more than 50,000 yuan.

Not only the 4S stores and the region, even the manufacturers who have been spending money on them have become “saving”. According to report, in the first half of this year, major car makers generally slowed down the speed with which new models were put on the market. According to statistics from the China Passenger Car Market Information Association, in the first half of 2012, only 17 new models were launched on the independent brands. In the same period of last year, more than 40 new models were listed; a well-known self-owned brand car company in China cut down the R&D plan for the original 130 new models, leaving only 30 more. The person in charge of the car company told reporters that temporarily reducing the number of new vehicles does not mean that companies have no incentive for development. “From the R&D to the promotion of the new car, there is no need for huge investment. In the past, we pushed new cars too often and too often, and the results were not satisfactory. Now, concentrating resources on doing well with existing vehicles will be beneficial to the long-term development of the company. ”

Countermeasure 2: The open source SUV has increased its sales price, and exports have doubled. Although the sales performance in the first half of the year is not good, there are still bright spots on the “results cards” of independent brands. The most important of these is the SUV model.

Looking at a set of data released by the China Automobile Association in recent days - in the first half of 2012, the top ten SUVs in terms of sales volume were: Great Wall Hover, Shanghai Volkswagen Tiguan, Dongfeng Honda CRV, Dongfeng Nissan Qawg, FAW Toyota RAV4, Chery Tiggo. , BYD S6, FAW Audi Q5, Beijing Hyundai IX35 and GAC Toyota Highlander, SUV sales in the top ten, there are three models for their own brands, the Great Wall Hover is unexpectedly defeated the top Tiguan, become the first half of 2012 SUV Top sales.

In addition, the price of SUVs remains strong compared with other models. According to report, the Great Wall Haval H6, BYD S6, and Geely Global Hawk GX7 on the Hangzhou market have all recently been sold for a fare increase. In the past, the price increase and configuration have been patents for imported vehicles and joint venture vehicles. The analysis of the industry, the SUV's heat, to a certain extent, maintained the profit rate of the independent brand car companies.

Another “open source” move of self-owned brands is export. Although the performance in the domestic market is not satisfactory, in overseas markets, their performance is remarkable. According to official Chery Automobile data, in the first half of 2012, Chery’s exports had reached 92,500 vehicles, a year-on-year increase of 28.8%, of which exports in May and June each exceeded 20,000 units; during the same period, Great Wall Motor exported a total of 47,700 units. Vehicles, up 40% year-on-year; Geely's export growth is faster. The total export volume in the first six months of the year increased by more than 210% year-on-year, far ahead of the average growth rate of the industry, becoming a dark horse for Chinese auto brands entering overseas markets.

According to Jin Yibo, Assistant to General Manager of Chery Automobile, sales of over 20,000 units a month in overseas markets not only laid a solid foundation for Chery’s goal of overcoming its annual export sales volume, but also marked a new stage in Chery’s overseas market. . Great Wall Motor News Director Shang Yugui stated that Great Wall Motor’s main exporting countries include Russia, Australia, Algeria and Chile. Great Wall has perfected its after-sales service system in overseas markets and invested in the construction of its own service network. For example, it has established a spare parts center in Russia, set up service hotlines, service vehicles, etc., and also dispatched teams to carry out sales standard management.

Countermeasures 3: Improve the quality of the product to change the image of low quality and quality In the past, quality has always been the “top of Achilles” in the auto brand. "Low prices and poor quality. If you can not reverse the impression in the minds of consumers, then the independent brand can not continue to develop." Chery Automobile related persons in an interview with reporters.

For many independent brands, "improving quality" is an important means for them to break through. On July 5, the China Automotive Technology and Research Center released the results of the second batch of C-NCAP car safety crash tests released this year. The Geely Global Hawk GX7 received a “super five-star” rating of 50.3 points. This is also the first time that the self-owned brand model has received the C-NCAP super five-star rating. In addition to the Geely GX7, in the first half of this year, the Great Wall Haval H6 and Zotye Z300 models also received “five-star” evaluations in the C-NCAP crash test, and the “brand blowout” appeared in the safety certification of the self-owned brand models.

According to Liu Jinliang, vice president of Geely and general manager of the sales company, in addition to continuing to take advantage of safety, Geely will also produce multiple "tech trump cards" in the second half of the year - including the SC7 equipped with a 6AT gearbox, equipped with autonomous engines. And equipped with 6AT/6MT new Emgrand EC8, and equipped with 2.4L engine and 6AT gearbox Global Hawk GX7 and so on.

In the first half of this year, BYD issued a promise of "4 years or 100,000 kilometers" long warranty. This long-term warranty policy covers all models of BYD's models. Almost all parts and components enjoy a 4 year or 100,000 km warranty - no matter how much time or kilometers have passed the vast majority of joint venture brands, the import luxury has been achieved. Brand level. "To achieve a leap in sales volume, we must insist on improving quality. BYD's efforts in quality construction continue." said Hou Yan, general manager of BYD Auto Sales Co., Ltd.

“This year is an important strategic adjustment year for self-owned branded car companies. Although sales volume is generally affected, it also gives companies time to think and adjust. This year, Zotye fully started the 32367 project, namely, the three major categories of SUVs, cars, and MPVs. We will build a full spectrum of products for Zhongtai Daxie and cover the A0, A, B and C markets in a three-dimensional way. We believe that as long as we continue to practice the concept of quality cars and quality-winning cars, our own brands will certainly be able to get out of the trough.” Wu Jianzhong said.

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