The latest statistics should cause the industry's attention. According to statistics from the Ministry of Public Security, according to statistics, of the 87 brand-new or replacement domestic passenger vehicles that were listed at the end of August last year, only 28 sales exceeded the average sales volume of domestic passenger vehicles. It should be pointed out that, on the one hand, the sales concentration of domestic mainstream manufacturers and mainstream models is quite high; on the other hand, there are many brands in the domestic market and the models are complex; therefore, the average sales volume of domestically-made passenger vehicles will not be very high. This data should be able to show that the new car in the domestic market has a serious surplus.
"The excess of new models" is not my invention. Zheng Zixian, general manager of Guangwu Automobile Trade Co., Ltd., said that with the keen sense of the dealer's market, he said "a surplus of new cars in the Chinese market" several years ago.
At one time, in the past, the rapid growth of the market, pushing the new car is a time-tested manufacturers a trick, but the change in the soup, the design of relying on cottage, the technology is no innovation after the so-called new car more and more, the "new car effect" began to fail Because these new cars do not meet the market demand for consumer upgrades. If the market segment itself is small or not at all, or if the product lacks attractiveness, there will be no real innovation in design or technology. Some manufacturers even embroidered a pattern on the seat backrest even if it was a new car, or even a bumper would be a small change. This kind of so-called new car listing has become a kind of marketing behavior, rather than a real product upgrade in order to better meet consumer demand.
Every time when it comes to monthly sales, there is a strong sense of emotion: The number of poorly-selling models is as much as that! Why are these models developed? Why not stop production soon! For many companies, pushing more new models has not only brought no incremental sales, but has become a huge burden. In the past, the “new car effect†that was tried and tested has become the “new car trapâ€. This phenomenon is particularly prominent in local brands. Some local brands did not have any major breakthroughs in their core technologies. However, new cars emerged in an endless stream. In a few years, the product line was extremely lengthy. It was also divided into brands and sub-networks. However, the poorly-built waste-traffic vehicles have accumulated more and more, which not only caused a huge waste of resources, but also caused a huge burden on the company, and also caused serious damage to the brand image. Local brands have fallen into a crisis of double sales and share declines this year. This should be an important reason.
In fact, not only local brands, the entire industry should focus on creating quality. Take a look at the practice of the top three US auto giants in the financial crisis not long ago. It was nothing more than three things: cut brands, cut models, and shut down factories. The weak domestic auto companies, instead of diverting their energy and resources to many garbage models, it is better to concentrate their efforts on doing a small number of fine models, gradually forming their own brand style in design, and continuing to innovate technologically, accumulating even further.
However, I am not optimistic about this. Because technology R&D talents still do not get their due status in the domestic auto industry. Not long ago, a friend left a message on the Internet: “The sorrow of those who engage in technology in China—the state-owned enterprises do not pay attention; they can make money with a monopoly position; foreign companies do not delegate their power; core capabilities cannot be given to outsiders; private enterprises do not invest, and cottages do not invest. "Easy." Similarly, a few years ago another friend of a car manufacturer engaged in technical work also said. A friend of the joint venture depot who once engaged in technology and later switched to the market half-jokingly said: "In the joint venture, the highest level of technology is to master the Office software, especially the PPT."
"The excess of new models" is not my invention. Zheng Zixian, general manager of Guangwu Automobile Trade Co., Ltd., said that with the keen sense of the dealer's market, he said "a surplus of new cars in the Chinese market" several years ago.
At one time, in the past, the rapid growth of the market, pushing the new car is a time-tested manufacturers a trick, but the change in the soup, the design of relying on cottage, the technology is no innovation after the so-called new car more and more, the "new car effect" began to fail Because these new cars do not meet the market demand for consumer upgrades. If the market segment itself is small or not at all, or if the product lacks attractiveness, there will be no real innovation in design or technology. Some manufacturers even embroidered a pattern on the seat backrest even if it was a new car, or even a bumper would be a small change. This kind of so-called new car listing has become a kind of marketing behavior, rather than a real product upgrade in order to better meet consumer demand.
Every time when it comes to monthly sales, there is a strong sense of emotion: The number of poorly-selling models is as much as that! Why are these models developed? Why not stop production soon! For many companies, pushing more new models has not only brought no incremental sales, but has become a huge burden. In the past, the “new car effect†that was tried and tested has become the “new car trapâ€. This phenomenon is particularly prominent in local brands. Some local brands did not have any major breakthroughs in their core technologies. However, new cars emerged in an endless stream. In a few years, the product line was extremely lengthy. It was also divided into brands and sub-networks. However, the poorly-built waste-traffic vehicles have accumulated more and more, which not only caused a huge waste of resources, but also caused a huge burden on the company, and also caused serious damage to the brand image. Local brands have fallen into a crisis of double sales and share declines this year. This should be an important reason.
In fact, not only local brands, the entire industry should focus on creating quality. Take a look at the practice of the top three US auto giants in the financial crisis not long ago. It was nothing more than three things: cut brands, cut models, and shut down factories. The weak domestic auto companies, instead of diverting their energy and resources to many garbage models, it is better to concentrate their efforts on doing a small number of fine models, gradually forming their own brand style in design, and continuing to innovate technologically, accumulating even further.
However, I am not optimistic about this. Because technology R&D talents still do not get their due status in the domestic auto industry. Not long ago, a friend left a message on the Internet: “The sorrow of those who engage in technology in China—the state-owned enterprises do not pay attention; they can make money with a monopoly position; foreign companies do not delegate their power; core capabilities cannot be given to outsiders; private enterprises do not invest, and cottages do not invest. "Easy." Similarly, a few years ago another friend of a car manufacturer engaged in technical work also said. A friend of the joint venture depot who once engaged in technology and later switched to the market half-jokingly said: "In the joint venture, the highest level of technology is to master the Office software, especially the PPT."
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