I still remember that when the 12-year-old company fell last year, the domestic independent brand camp was a pessimistic mood. The voices of all parties calling for the revitalization of the national automobile industry were endless, and the feeling of life and death was at a juncture. However, with the arrival of the peak season of the automobile market at the end of last year, the self-owned brands have shown some signs of recovery. Especially at the beginning of this year, under the strong influence of the SUV, the market share of the independent brands has even rebounded. He Zhisheng. From the recent announcement of the 2015 annual targets of major auto companies, most of their own brands have shown relative confidence compared to joint venture brands.
However, if we study it carefully, we will find that for the whole brand as a whole, there is a certain regularity in the time of worry or joy, that is, most of the worry is in the off-season and in the peak season. The reason is that the off-season fights for the service, the peak season is the product, and those independent brands that perform relatively well in the off-season or in the peak season obviously have a relatively strong overall competitiveness. Therefore, I believe that the above-mentioned ones and ones are reflecting that the current overall competitiveness of China's own brand camp is still insufficient. That is, although the products have made great progress compared with the past, the service level is obviously not fully in place. In the increasingly competitive automotive market, products and services are clearly the two key factors that independent brands cannot ignore.
Judging from the performance and initiatives of independent brands in the SUV market, the dividends brought by the outbreak of the blue ocean market, new products are the basis for boosting sales.
In the past 2014, the contribution of many independent brands has come from the SUV market, which has experienced explosive growth in recent years, and the dependence of independent brands on the SUV market is more obvious in this year's annual target. It is said that the Great Wall Motor, which focuses on the SUV market in two or three years, need not say more. The Changan Automobile (microblogging) that has risen in the past two years is also hot with the CS35 and CS75, and at the same time, it has once again increased the SUV's drama in its goal this year. Coincidentally, Jianghuai Automobile, which has achieved high growth through the launch of SUV products such as the Ruifeng S3, will also launch the second-generation Ruifeng S5 strategic model in its annual plan announced this year. The product is powered by a 1.5TGDI turbine. The supercharged in-cylinder direct injection engine and the 6-speed DCT dual clutch transmission further enhance product competitiveness, and its intent to achieve the annual goal in the SUV market is also evident.
Objectively speaking, I agree with the product strategy of the self-branded SUV market, although I am worried that as many car companies launch new products into the SUV market, the market segment is shifting from the blue ocean market to the Red Sea market. Dependence is not conducive to the overall long-term development. But I also believe that on the one hand, the current consumer's enthusiasm for the purchase of SUV is still high; on the other hand, compared to the current SUV market in the car market, the volume is not large, in the next two to three years, the market is still There may be room for growth. Therefore, when the SUV market has not really turned into the Red Sea market, the independent brand has increased the product layout of the SUV market to grab the dividend from the blue ocean market, and the achievement of the annual sales target can be said to be no problem.
In addition to the SUV market, the MPV market to be developed is undoubtedly a quasi-blue ocean market. SAIC-GM-Wuling's Hongguang series and Baojun 730 are allowing industry insiders to see new opportunities in the domestic MPV market. The long-lasting MPV market volume and pattern are changing. In terms of independent brands, it is reported that on March 18th, Jianghuai Automobile's first small MPV Ruifeng M3 will be launched soon. With many years of experience in the MPV market, JAC should also have a breakthrough opportunity.
From the perspective of the practice of independent brands in the service field, the concept of user orientation is strengthening, and service will be a new growth point to boost sales.
It should be said that the promotion of sales by raising the level of service is a commonplace. In recent years, although the service level has improved, it has not changed much. The reason is that many car companies have realized that in the long run, upgrading services will have a greater effect on improving their sales, reputation, and brand. However, given the urgency of market competition, they can only focus on New products that can be quickly and quickly obtained.
However, I believe that when the market competition reaches a certain stage, the car companies will have to put the work of upgrading the service level to a position that needs more attention. Judging from the current situation, it is not too late to talk about improving service levels. First, although the self-owned brand car enterprises are weak in service, the development of more than ten years has accumulated a certain foundation for the self-owned brands in services, such as Changan Automobile “Friends of Companionâ€, Geely Automobile’s Care Service, and Jianghuai Automobile’s “ Service brands such as a family are recognized by users. Second, after experiencing the user-oriented Internet thinking for a year, both consumers and car companies pay more attention to the user-oriented thinking. Obviously, high-quality service is an effective way to reflect the user-oriented thinking; from the user's point of view The effect of the service upgrade will also be more obvious. For example, Jianghuai Automobile put forward the four major service commitments of initiative, professionalism, integrity and satisfaction last year. This year, the business concept of “Customer Service, Service Car Sales†was taken as the pillar of this year’s sales target. The high sales volume of Jianghuai Automobile Ruifeng S3 clearly confirms the positive effect of service upgrade on sales increase.
In the new year, for the self-owned brand auto industry, it is obviously no longer important to worry or be happy. On the contrary, it is necessary to earn a breakthrough. As can be seen from the plans announced by various car companies, new products will emerge in an endless stream, but as mentioned earlier, I hope that self-owned car companies can also increase their investment in improving service levels, regardless of whether they are consumers or car companies. In terms of both, it will be a win-win move.
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