In the face of realistic competition, self-owned brands are more at the publicity and conceptual level. However, it is far from enough to regard it as a “point of view†– when will independent brands become selling points?
The two most recent car news stories are about the Oriental Sons and China: First, "cars with independent intellectual property rights have become the first-ever "special car" for the "two sessions" in the country. That is, 600 Chery "sons of the East" has become the work of the "two sessions" this year. Special-purpose vehicles, followed by "China's own-brand medium-to-high-end business sedan tailored to the elites seeking for success"
The new Chinese car is listed.
This is a seemingly irrelevant event that took place between a pair of competitors. What happened was that they had a common key word: their own brands. In the company's publicity, independent brands have again been sculpted into the biggest news headlines, just as these products were first reviewed by consumers. However, to this day, it is far from enough to consider the self-owned brand as a “spotâ€.
Aspects and selling points
Different from the propaganda campaign, in the market competition, Chery and China all bypassed the “own brand†aspect.
Chery’s slogan is “to build a quality sedan that Chinese people can afford.†Its biggest selling point is its low price. For example, the 2.4-liter “Eastern Son†sells for only 166,600 yuan, setting a domestic equivalent displacement car. The lowest price, claiming that "a very shocking price will reshape the new benchmark for the cost-effectiveness of China's B-class sedan"; and "Chery. Cowin" is equipped with a 1.6-liter 16-valve that won the "World's Top 10 Best Engines in 2002". High-power engine, which has been equipped with BMW MINI COOPER sports car and Chrysler PT Cruiser and other top models in the world, with MINI "Heart" of the "Cowin" only sold 112,800 yuan. The low-cost killer made Chery a blockbuster, and the Oriental Sons sold 7,581 vehicles within six months.
The 34,000 Chinese cars that have already been sold are no longer repetitively listed. They are designed to sell from the hands of famous teachers and have beautiful appearance and appearance. They have used the occasion of the launch of New China to create new interiors, new controls, and new ones. "Quality" is a new selling point. Although BMW is "willing to emphasize manufacturing in China," Brilliance, a joint venture with BMW, has found a "heavyweight" selling point for China: "The new Chinese sedan has been tested with the BMW sedan at the paint line and the main decoration line, and the quality system has been tested. In other areas, we have achieved a common line. New China has fully adopted BMW's quality control system and has made a qualitative leap in quality. The current New China has a strong European heritage in terms of handling and safety.†“Although it is a China's own brand products, but the Chinese car as early as the late 1990s, hired European authorities to undergo the most formal and most stringent R & D process in the world.
Want to let the consumer willingly pull out the money, perhaps "European descent", "BMW engine" and other words are more persuasive, in the face of real competition, the independent brand is still more at the advertising and conceptual level.
Because there are not enough excellent products to support, the competitiveness of independent brands in the eyes of the public has also stopped at the price level: According to a research team of the “China Industry Competitiveness Study†undertaken by Peking University, the respondents believe that the self-owned brand cars and joint venture vehicles The most important weight of imported cars is high allocation and low prices, followed by local advantages and high-tech use.
Today, the share of “individual brand†products in the domestic market is less than 10%. Compared with the mature technologies and rich products owned by internationally renowned brands, China’s own brand cars are still at the initial stage. Although Chery and China represent different ways of exploring their own brands, it is not at all urgent that the joint ventures with strong financial strength and leading technologies remain silent when it is imperative to subordulate “impossorism†and “imitationismâ€. The problem is, more importantly, what happened after "taking" and "imitation." If we cannot absorb nutrition from the process of "taking" and "imitation," and support the continued development of independent brands, the duplication and repetition of dubbing and imitation will enter the abyss of a vicious circle. The development environment of independent brands will be even worse.
NBC puzzle
I believe that many people have seen the "Fancy Dress" cars Geely and Xiali hung in front of Toyota's "Tautou" logo, to the auto parts market, a variety of car labels dazzling, to the car standard replacement parts "vest" It's easy.
The logo “face change†focuses on two types of vehicles. One is the domestically developed economical sedan, such as Geely, Xiali, etc. The front face of Geely Ulead has a bit like Ben, and it is natural for someone to change it. Mercedes-Benz car logo. The other is the introduction of domestic models that do not use the original vehicle logos, such as Xiali 2000 and Weizi from Tianjin FAW.
Most of the replaced brands are our own brands.
The gap between self-owned brand cars and well-known international brands does not need much to say. The small vanity of the bid changers is also self-evident. Therefore, the starting point for rebranding is actually some kind of distrust and dissatisfaction with independent brands.
A small car sign expresses the connotation of the company and enriches the overall experience between consumers and products. Therefore, whether the party’s logo is used in the joint venture product or whether the name of the company using the Chinese character logo is often a sensitive topic in joint venture negotiations. Many foreign companies want to use a globally unified name and appearance, and are reluctant to use Chinese characters, while some Chinese companies hope that Chinese-made cars can use Chinese characters to mark "sources."
In sales, the power of the logo is even more subtle.
A company has introduced a Korean multi-function vehicle, which provides two types of products for the manufacturer's logo and the Korean original logo. The service can be said to be considerate. The fate of the three brothers from Japan's Toyota NBC platform, Vios, Vivit, and Jaco, is the most confusing version of the car's story. The Vios with Toyota logo is marked with pure Toyota bloodlines, while Yakuo and Yaris can only be promoted with "Toyota Tech, FAW-U-Cheng". Vios has been selling well since the release of the production line, and the economical cars have lowered their prices. In addition to offering a small discount on the first anniversary of the listing, it is said that there is only a stable price stability; and when Vizi and Yakuo replaced Xia Li’s flower model, it was still difficult to get the favor of the market after the FAW vehicle standard set off. : In the launch of less than a year, VISTA had to make two significant price cuts, with a drop of 19%! Informed people said: If VISTA hangs the Toyota logo, it will certainly turn over. As a result, there was an rumor of the "rebranding" of Vizi. Although it failed to come true, the brand's lethality has already begun.
The confusion caused by the NBC platform may also indicate deeper concerns: "Made in China" has not yet received full consumer acceptance, and it is still a long way to go before the more fragile "self-owned brands."
View related topics: independent brands, where to go?
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