"The slowdown in China's branded car growth is due to the fact that the main reasons for this are the lack of social and consumer demand, in addition to the technological gap between Chinese brands and foreign brands, structural adjustments in their products, restrictions on limited purchases in some big cities, and low prices for foreign brands. The understanding of Chinese brand cars lacks the atmosphere of buying and using Chinese brands.†At the high-level seminar on Chinese brand automobile promotion held by the China Association of Automobile Manufacturers (hereinafter referred to as the China Automobile Industry Association) on September 25, executive vice president of the China Automobile Industry Association. The president and secretary-general Dong Yang made a summary.
Indeed, from the perspective of materialist philosophy, the development of things is the result of the joint action of internal and external causes. Internal factors are the basis for the development of things. External factors are the conditions for the development of things. Internal and external factors can be transformed into each other under certain conditions.
As for the Chinese brands of passenger vehicles that have fallen on the overall situation, on the one hand, we must strive to do a good job in product layout and quality, reserve key technologies, and reduce the technological strength gap with foreign brands. This is an internal cause; on the other hand, it needs to be The whole society forms a kind of tolerant and innovative environment. It uses the atmosphere of the development of Chinese brands to guide consumers through the media to form an objective assessment of Chinese brand cars and to provide healthy external factors for the development of Chinese brands.
Especially when China's brand passenger cars are undergoing “quality barriers,†such external support is particularly valuable.
Dong Xiuhui, Vice Minister of Marketing Management Department of China FAW Group, told reporters that at present, the entire Chinese brand passenger vehicle has passed the “threshold†of quality and reliability. In the level of refinement of industrial design and production, in terms of product charm, product premium ability There are still lacks.
“We have found that Chinese users have low brand loyalty. The data shows that only 9.9% of customers stay on the Chinese brands at the time of redemption and purchase, which means that we will have serious shortcomings in our development. This depends on companies. To solve the gap in product quality and commodity power, we must guide the entire society to create a consumer environment that is conducive to the development of Chinese brands, not only in cars, said Dong Xiuhui.
Zhu Xiangjun, executive director of public relations of SAIC Group, believes that under the condition of continuous development of new technologies, there will be a greater gap between joint ventures and autonomy, and it will be normal for China's brand growth to slow down. “We should not oppose the development of joint venture brands and Chinese brands. We should learn from the joint venture companies and learn from them the fine research and understanding of market segments and users' pain points."
For forming a consumer environment conducive to Chinese brands, Zhu Xiangjun proposes a breakthrough in emotional development to gradually establish confidence in Chinese brands. “We do not evade the imperfections of Chinese brands in the dissemination, but at the same time we show that we strive for products. The process of emotionally fighting for users and conveying a sense of confidence."
Li Chunrong, general manager of Dongfeng Passenger Vehicles, believes that the current setbacks faced by Chinese brands have also appeared in the development process of European and American Japanese and Korean automobile brands. “What is important is that we must be good at finding the root causes of problems from this phenomenon. , work hard to solve problems, increase sales, and enhance the brand."
Li Chunrong more than once advocated that in support of the development of Chinese brand cars, there must be regulations and systems. He said: “Our leading cadres at all levels of government, especially party members and leading cadres, should take the lead in promoting righteousness and buying Chinese self-owned brand cars. Leading cadres at or above the county level and their families can purchase cars of their own brands, which will greatly help the development of China's auto brands."
Zhao Wei, Vice Minister of Brand Management of Beijing Automotive Group, stressed that Chinese brands are not as pessimistic as they are supposed to be, and in the final analysis they must return to the essence of the market. "From an external point of view, the government must strengthen the guidance of consumers and support Chinese brand cars. It must not only guide the procurement of official vehicles, but also give Chinese brand cars opportunities in large-scale meetings and events."
Taking Beijing Automotive Group as an example, it has become the highest-level special sponsor for the 2014 APEC meeting. Its own-brand passenger cars and commercial vehicles will become official vehicles for the 2014 APEC meeting; in addition, Guangzhou Automobile Chuanqi GA5 and GS5 will also become China — The ASEAN Expo only designated official vehicles, while the Dongfeng Fengshen A30 became the official designated car of the Wuhan Tennis Open. "This is the stage for establishing a Chinese brand image. By participating in these large-scale events, we can break the stereotyped image of Chinese brand cars and allow consumers to re-understand and trust Chinese brand cars." Zhao Wei said. In addition, in addition to government-level support, non-governmental organizations are also indispensable for the vocalization of Chinese brands and collective vocalization among Chinese brands. Zhao Ying, Director of the Industrial Development Office of the Institute of Industrial Economics of the Chinese Academy of Social Sciences, pointed out: "With auto associations, experts, media, and the Chinese brand companies themselves, we must unite and cooperate to make a collective voice in the areas of communication and sales for Chinese brands. We know that there are many competitions among Chinese brands, but at a crucial moment we must unite and cooperate to find some points in the competition.†Yang Xueliang, director of public relations at Geely Holding Group strongly supports this view, he believes that between Chinese brand cars We must not "kill each other," let alone fight from abroad, "Geely will stick to this point and never attack any Chinese brand."
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