Independent brand pressures joint venture autonomy

According to the latest data from the CLUCC, from January to November of 2012, narrowly-owned passenger Cars sold a total of 3.5649 million autonomous brands, which accounted for 29.7% of the industry. The accumulative sales volume of the joint venture's own brands was only 130,100, which only accounted for 1.1% of the industry's share. Concerns about joint ventures threatening self-owned brands are not broken. On the contrary, independent brands have shown a tendency to overwhelm joint ventures.

At present, the sales of several joint-venture and independent products have generally performed in general. There is still a large gap between the total amount and the increase in the number of self-owned brands. Judging from the sales volume, Geely, Great Wall, and Chery’s own-brand brands have sold over 10,000 yuan each month, while some of their joint-venture brands have hovered around 1,000 units. From the perspective of increase, Dongfeng Fengshen achieved a year-on-year increase of 126.94 from January to November. %, ranking first among all car manufacturers. If the joint venture's own products cannot solve the problem of sales within a short period of time, it is believed that this gap will increase with the continuous development of independent brands.

The increase in sales volume reflects the continuous enhancement of the hard power of independent brands, and after years of development, the recognition of self-owned brand consumers has also increased. FAW, Dongfeng, SAIC's three national team launched the Pentium B50, Dongfeng Fengshen A60, Roewe 350 and other strength models, known as their own brand "national top three", highly favored by consumers. Relatively speaking, the joint venture's own brand entered late, and has not yet been fully tested by time and market. Consumers still have doubts about their product quality and after-sales service, often taking a wait-and-see attitude.

At the same time, the independent identity of the joint venture in the positioning of the brand, its position in the corporate strategy, and the rampant marketing model have become the biggest dilemmas faced by its brand development. First of all, consumers buy the joint venture's products, the most important thing is the brand, and the joint venture independent models in this area does not have an advantage. From the perspective of corporate strategy, based on profitability considerations, the joint venture company will inevitably put more effort on the operation of the joint venture brand. It is difficult for the joint venture to obtain more support for R&D technology and marketing. In addition, the joint venture's own marketing model is very different from the joint venture's marketing model. Compared with local independent brands, joint venture companies do not have much advantage in operating their own business.

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