"Shanghai," "Beijing," and "Red Flag"... After entering 2012, these well-known brands of domestic cars, which had been deterred for a long time in the middle of the last century, became famous and disappeared for many years, have re-entered the eyes of consumers.
In the announcement of “Vehicle Production Enterprises and Products (No. 233 Batches)†issued by the Ministry of Industry and Information Technology in January this year, SAIC Motor’s “Shanghai†brand sedan and BAIC Group’s “Beijing†brand car were impressively listed, plus the previous restart. "Red Flag" brand cars, three old car brands took to the market, swept away the market's haze, and injected a new trend into the self-owned brand car market.
Exploring Independent Brands to Cultivate New Roads For the Chinese people, the Shanghai brand and the Hongqi brand are not just simple self-owned brands. The two brands bear many emotions of the Chinese people. In the 70s of the last century when their products were most influential, " "North Red Flag, South Shanghai" is the pride of national car brands.
Taking the "Shanghai" card as an example, people born before the 1970s and 1980s will certainly have a certain memory of the "Shanghai" and "Red Flag" brand cars. In the era of China, a "Shanghai" The status of a branded car is no less than that of the current Mercedes-Benz and BMW.
The resumption of production of the "Shanghai" brand can awaken the memory of many old and middle-aged people. “This will be a good marketing start for SAIC,†said Zheng Xinan, deputy director of the China Brand Research Center of the University of Economics and Business of China. SAIC must first arouse people’s attention to their own brands in the market. In order to win the recognition of consumers and capital markets, it will enter the fast lane of development.
Remanufacturing old brands in the past with new technologies and new standards is a common practice in the international automobile industry. Using the legacy and influence of the old brands to realize the revival of independent brands has undoubtedly provided a new idea for the rise of independent brands.
Zhao Hongda said: "SAIC wants to revive the old Shanghai brand. It shows that there is room for market development for this brand. With such an expectation, we can confidently launch this brand. This is a good thing for the entire national car brand. ."
The development of independent brands and independent technologies is the core of China’s industrial development. In the past, we “changed the market for technology†and considered not enough brand issues. This time the old brand “returned from rivers and lakes†was of great significance in fostering high-end brands for national cars.
Zheng Xinan told reporters that the resumption of production of old brand cars is a powerful boost to technology, products, designs, and engine performance.
Car commentator Jia Xinguang said that government procurement is not about sales, but demonstration effects. The choice of official vehicles for the government has a certain role in modelling for the general public, which is conducive to increasing consumer trust in independent brands. Take FAW-Volkswagen Audi as an example. Official car sales account for only about 10% of its total sales. However, the demonstration effect of official cars has drastically boosted sales in the private and commercial car markets.
The launch of the Shanghai brand car may be a new beginning.
Brand breakthroughs are poised to emerge. The latest statistics released by the National Passenger Vehicle Market Information Association show that in 2011, the domestic wholesale and retail of self-owned brand passenger cars fell by 4.2% year-on-year; and the wholesale and retail of joint venture passenger cars increased over the previous year. 10.6%. “In 2010, there were only 5 negative sales growth of independent brand manufacturers across the country. By 2011, it had sharply increased to 14 companies, which was more than half of the number of independent brand manufacturers.†Rao Da, Secretary-General of the National Passenger Car Market Information Federation, is not worried To say that the independent brand auto companies must seek new breakthroughs!
The collective return of the "car brands" of the three major autos is undoubtedly the expectation of market breakthrough. Zhao Hongda, secretary-general of the Brand Management Professional Committee of the China Market Society, said in an interview with reporters that at present, both the market and the technology are preparing conditions for the resumption of the production of old-brand cars.
As far as the market is concerned, in the past few years, driven by policy stimulus and consumption upgrades, China has become the world’s largest auto market, and its own-brand sedan has also experienced rapid development. In 2011, the sales of self-owned brand cars were 2006. 3 times of the year. Experts in the automobile industry pointed out that after many years of development and experience, China’s own-brand cars have gradually been recognized by consumers and the market has begun to shift from chasing foreign brands to accrediting a number of independent brands with quality and taste.
In terms of technology, in these years, through joint ventures or the introduction of foreign advanced technologies, the technological level of China's automobile industry has risen to a new level. Major advances have been made in the powertrain and related technologies and automotive safety related technologies. This laid a solid foundation for our country to build its own brand cars.
At the same time, the policy support for self-owned brand cars is also very strong. In 2009, the “Auto Industry Adjustment and Revitalization Plan†clearly stated that from this year onwards, all levels of governments and public institutions equipped or updated official vehicles, the proportion of self-owned brand cars should not be less than 50%. In February of this year, the Ministry of Industry and Information Technology released the “2012 Catalogue of Selected Vehicles for Official Vehicles of Party and Government Officials (Draft for Soliciting Opinions)â€. The selection models for official vehicles include 412 models of 25 vehicles, and all of them are domestic vehicles. .
Zhao Hongda said that the models covered in the Catalogue are self-owned brand products, which shows that the current independent brands have been recognized by the country in terms of research and development capabilities, manufacturing capabilities, quality control capabilities, and service capabilities. "This is an unprecedented positive news for self-owned brand cars."
The Road to Recovery has long played a key role in national emotion cards, targeting government procurement. The road to revival of these old brands has been accompanied by various questions from the outset.
For the “Shanghai†brand sedan, the Ministry of Industry and Information Technology released a new car catalog display, which has the same model code as the model code of the new Roewe. Therefore, some people are worried that the "Shanghai" brand car will only undergo some appearance changes on the basis of the Roewe car, and there will be no technological innovation. "How these two brands are separated, how to achieve differentiated marketing, is indeed a problem." Zheng Xinan said.
There is also a question of how the brand is positioned. For example, now the main force of the automobile consumer market is after the 1980s. If the “Shanghai†brand car is positioned as an image, the follow-up market expansion of the “Shanghai†brand car may bring certain difficulties.
With all these, can traditional brands that have disappeared for many years achieve technical breakthroughs and win a place in the fierce market? It can be foreseen that if the self-owned brand vehicles do not have excellent technical quality and product planning, even if they temporarily enter the market, it is very likely to be a flash in the pan.
Therefore, there is still a long way to go before the revival of the old brand to the renaissance. “The construction and operation of a brand is a systematic project involving all aspects of research and development, production, sales and after-sales service. Each link determines the success or failure of the 'Shanghai' brand remanufacturing.†Zhao Hongda said, “Therefore, creating truly autonomous Shanghai brand car is bound to enhance its own brand competitiveness by improving independent technology research and development capabilities, ensuring product quality, improving cost-effectiveness, and fostering customer loyalty. This is the basis for long-term brand building.â€
In terms of R&D, it is necessary to focus on the market as a precursor, form a good innovation and R&D mechanism, learn from, learn from, integrate advanced technologies at home and abroad, master more core technologies, and form its own core competitiveness on the basis of existing technology accumulation.
In terms of production, we must ensure product safety and comfort on the basis of quality and cost reduction through full staff, quality management throughout the entire process, and cost management. This is the core value of the brand.
In terms of sales, product pricing should reflect brand value based on quality and social responsibility. At the same time, it uses a variety of means of communication to increase consumer awareness of self-owned brands, build emotional ties with customers, and increase consumer brand loyalty. In addition, we must also have an international perspective and upgrade our own brands in the process of internationalization.
In short, the road to rejuvenation of old brands has only just begun. If Shanghai Brand and Hongqi Brand can use SAIC and FAW resources, identify gaps in the market, define product positioning, and follow market rules to achieve brand rejuvenation is not impossible. After all, we still hope that these brands with strong memories of the times will really be born again, as an opportunity to make China truly become a car power.
In the announcement of “Vehicle Production Enterprises and Products (No. 233 Batches)†issued by the Ministry of Industry and Information Technology in January this year, SAIC Motor’s “Shanghai†brand sedan and BAIC Group’s “Beijing†brand car were impressively listed, plus the previous restart. "Red Flag" brand cars, three old car brands took to the market, swept away the market's haze, and injected a new trend into the self-owned brand car market.
Exploring Independent Brands to Cultivate New Roads For the Chinese people, the Shanghai brand and the Hongqi brand are not just simple self-owned brands. The two brands bear many emotions of the Chinese people. In the 70s of the last century when their products were most influential, " "North Red Flag, South Shanghai" is the pride of national car brands.
Taking the "Shanghai" card as an example, people born before the 1970s and 1980s will certainly have a certain memory of the "Shanghai" and "Red Flag" brand cars. In the era of China, a "Shanghai" The status of a branded car is no less than that of the current Mercedes-Benz and BMW.
The resumption of production of the "Shanghai" brand can awaken the memory of many old and middle-aged people. “This will be a good marketing start for SAIC,†said Zheng Xinan, deputy director of the China Brand Research Center of the University of Economics and Business of China. SAIC must first arouse people’s attention to their own brands in the market. In order to win the recognition of consumers and capital markets, it will enter the fast lane of development.
Remanufacturing old brands in the past with new technologies and new standards is a common practice in the international automobile industry. Using the legacy and influence of the old brands to realize the revival of independent brands has undoubtedly provided a new idea for the rise of independent brands.
Zhao Hongda said: "SAIC wants to revive the old Shanghai brand. It shows that there is room for market development for this brand. With such an expectation, we can confidently launch this brand. This is a good thing for the entire national car brand. ."
The development of independent brands and independent technologies is the core of China’s industrial development. In the past, we “changed the market for technology†and considered not enough brand issues. This time the old brand “returned from rivers and lakes†was of great significance in fostering high-end brands for national cars.
Zheng Xinan told reporters that the resumption of production of old brand cars is a powerful boost to technology, products, designs, and engine performance.
Car commentator Jia Xinguang said that government procurement is not about sales, but demonstration effects. The choice of official vehicles for the government has a certain role in modelling for the general public, which is conducive to increasing consumer trust in independent brands. Take FAW-Volkswagen Audi as an example. Official car sales account for only about 10% of its total sales. However, the demonstration effect of official cars has drastically boosted sales in the private and commercial car markets.
The launch of the Shanghai brand car may be a new beginning.
Brand breakthroughs are poised to emerge. The latest statistics released by the National Passenger Vehicle Market Information Association show that in 2011, the domestic wholesale and retail of self-owned brand passenger cars fell by 4.2% year-on-year; and the wholesale and retail of joint venture passenger cars increased over the previous year. 10.6%. “In 2010, there were only 5 negative sales growth of independent brand manufacturers across the country. By 2011, it had sharply increased to 14 companies, which was more than half of the number of independent brand manufacturers.†Rao Da, Secretary-General of the National Passenger Car Market Information Federation, is not worried To say that the independent brand auto companies must seek new breakthroughs!
The collective return of the "car brands" of the three major autos is undoubtedly the expectation of market breakthrough. Zhao Hongda, secretary-general of the Brand Management Professional Committee of the China Market Society, said in an interview with reporters that at present, both the market and the technology are preparing conditions for the resumption of the production of old-brand cars.
As far as the market is concerned, in the past few years, driven by policy stimulus and consumption upgrades, China has become the world’s largest auto market, and its own-brand sedan has also experienced rapid development. In 2011, the sales of self-owned brand cars were 2006. 3 times of the year. Experts in the automobile industry pointed out that after many years of development and experience, China’s own-brand cars have gradually been recognized by consumers and the market has begun to shift from chasing foreign brands to accrediting a number of independent brands with quality and taste.
In terms of technology, in these years, through joint ventures or the introduction of foreign advanced technologies, the technological level of China's automobile industry has risen to a new level. Major advances have been made in the powertrain and related technologies and automotive safety related technologies. This laid a solid foundation for our country to build its own brand cars.
At the same time, the policy support for self-owned brand cars is also very strong. In 2009, the “Auto Industry Adjustment and Revitalization Plan†clearly stated that from this year onwards, all levels of governments and public institutions equipped or updated official vehicles, the proportion of self-owned brand cars should not be less than 50%. In February of this year, the Ministry of Industry and Information Technology released the “2012 Catalogue of Selected Vehicles for Official Vehicles of Party and Government Officials (Draft for Soliciting Opinions)â€. The selection models for official vehicles include 412 models of 25 vehicles, and all of them are domestic vehicles. .
Zhao Hongda said that the models covered in the Catalogue are self-owned brand products, which shows that the current independent brands have been recognized by the country in terms of research and development capabilities, manufacturing capabilities, quality control capabilities, and service capabilities. "This is an unprecedented positive news for self-owned brand cars."
The Road to Recovery has long played a key role in national emotion cards, targeting government procurement. The road to revival of these old brands has been accompanied by various questions from the outset.
For the “Shanghai†brand sedan, the Ministry of Industry and Information Technology released a new car catalog display, which has the same model code as the model code of the new Roewe. Therefore, some people are worried that the "Shanghai" brand car will only undergo some appearance changes on the basis of the Roewe car, and there will be no technological innovation. "How these two brands are separated, how to achieve differentiated marketing, is indeed a problem." Zheng Xinan said.
There is also a question of how the brand is positioned. For example, now the main force of the automobile consumer market is after the 1980s. If the “Shanghai†brand car is positioned as an image, the follow-up market expansion of the “Shanghai†brand car may bring certain difficulties.
With all these, can traditional brands that have disappeared for many years achieve technical breakthroughs and win a place in the fierce market? It can be foreseen that if the self-owned brand vehicles do not have excellent technical quality and product planning, even if they temporarily enter the market, it is very likely to be a flash in the pan.
Therefore, there is still a long way to go before the revival of the old brand to the renaissance. “The construction and operation of a brand is a systematic project involving all aspects of research and development, production, sales and after-sales service. Each link determines the success or failure of the 'Shanghai' brand remanufacturing.†Zhao Hongda said, “Therefore, creating truly autonomous Shanghai brand car is bound to enhance its own brand competitiveness by improving independent technology research and development capabilities, ensuring product quality, improving cost-effectiveness, and fostering customer loyalty. This is the basis for long-term brand building.â€
In terms of R&D, it is necessary to focus on the market as a precursor, form a good innovation and R&D mechanism, learn from, learn from, integrate advanced technologies at home and abroad, master more core technologies, and form its own core competitiveness on the basis of existing technology accumulation.
In terms of production, we must ensure product safety and comfort on the basis of quality and cost reduction through full staff, quality management throughout the entire process, and cost management. This is the core value of the brand.
In terms of sales, product pricing should reflect brand value based on quality and social responsibility. At the same time, it uses a variety of means of communication to increase consumer awareness of self-owned brands, build emotional ties with customers, and increase consumer brand loyalty. In addition, we must also have an international perspective and upgrade our own brands in the process of internationalization.
In short, the road to rejuvenation of old brands has only just begun. If Shanghai Brand and Hongqi Brand can use SAIC and FAW resources, identify gaps in the market, define product positioning, and follow market rules to achieve brand rejuvenation is not impossible. After all, we still hope that these brands with strong memories of the times will really be born again, as an opportunity to make China truly become a car power.
Ring Joint Gasket,Metal Ring Gasket,Flange Gasket,Metal O Ring Washer
Weisike Sealing Co., Ltd. , http://www.wzgasket.com