Beijing, April 1st, reporter Tong Na reported that on March 26th, the article “The Three Major Companies Cannot Oppose the Public” published by the newspaper “Automobile World” published a wide range of attention from all walks of life. Uninterruptedly, newspaper stations all over the country have received phone calls and text messages. After the website was reprinted, there were nearly 1,200 online reviews, and readers praised it as “a rare good article”.

After China's auto market has been continuously blowout for the last two years, China has become the fourth largest manufacturing country and the third largest automobile market in the world. However, behind this triumphant victory, the lack of self-owned brands of local companies cannot but be said to be a pity. The dispute over self-owned brands with “rich content, difficult practice, and strategic importance” is undoubtedly the hottest topic in the Chinese auto industry. However, in response to questions from all parties, the three major automobile groups that are supposed to bear heavy responsibilities are Selected collective aphasia. In the article, the author sighed: "The flag of China's auto brand has to rely on small businesses that are discriminated against by the automobile industry policy. Isn't the public supposed to say 'no' to you?"

After reading this article, some readers said: “In the 2003 list of the 100 most valuable brands in the world, the Chinese automobile list is not known. We can absorb funds, talent and the latest scientific research results, which can be gradually digested, but we cannot To endure loneliness, it is even more important not to enjoy the status quo in enjoying the fun of banknotes. The auto industry has become a giant without bones that is cherished by all. If a giant has no bones, then it is useless to be large."

Some readers put forward: "Indeed, China's auto market is very big, but it carries too much flashiness. It is dominated by the local, and the opportunity to create a brand exists at any time. In almost every industry, new brands will be created every few years. However, the big factories that occupy the most resources and interests of the country, several large factories that we once placed great hope on, have created what is called a good brand? If the car needs culture and time accumulation, why does the Korean brand quickly Rise?"

Some readers pointed out sharply: "Last year, Volkswagen earned 80% of the profits of the entire group in the Chinese market, which is less than 10% of the world's sales. Not long ago, it was reported that 'FAW Hongqi sedan sales increased by 65%'. A closer look, the original This is because of the increase in sales of foreign brands M6 assembled by FAW Red Flag sedan."

Some readers also questioned: "Why does the Chinese automobile industry not have its own Haier, Lenovo? Why isn't Zhang Ruimin, Liu Chuanzhi, Li Dongsheng? Why is the auto market hot, but Geely and Chery are still developing slowly?"

“Without a brand, the number of cars built is the brilliance of others.” An old leader of FAW Jun Zhaojie accepted an interview with this reporter Cheng Yuan last year, which prompted the newspaper to “accelerate and develop its own brand series” that began on February 9 this year. “Reports” published more than 20 reports and articles from companies, industries, and theoretical circles in the form of dialogues, discussions, and commentaries. Compared to home appliances and communications industries, there are also shortcomings in the lack of core technologies and insufficient capacity for independent development. At present, the situation in which the awareness of independent brands in the Chinese auto industry is abnormally fierce is particularly severe. The industry has started to worry about the growing difficulty of Chinese autos creating their own brands, and it is likely that they missed the best time to create their own brands.

Lu Zheng, director of the Institute of Industrial Economics of the Chinese Academy of Social Sciences, put forward this point of view and pointed out that the trend of production centralization is not only reflected in the concentration of production capacity and scale, but also that this concentration is based on brand. Practice has proved that companies that have been widely recognized by consumers are likely to become stronger and bigger. The world's top ten famous automobile manufacturers have concentrated on 75% of the global automobile production. Li Yiping, a professor of economics at Renmin University of China, believes that nurturing and developing self-owned brands is a natural historical process. The emergence of independent brands requires a certain institutional environment. Now, it is time to cultivate independent brands. When talking about this issue, Li Jingsheng, director of the China Automotive Industry Institute for Economic and Technical Information, bluntly stated: “Understanding the characteristics and laws of industrial development and not developing a development strategy, large-scale, over-limitation of opening to the outside world, and joint ventures Benefits, the result must be to allow companies to lose the enthusiasm of creating their own brands. Therefore, it should be said that strengthening industrial research and establishing a clear industrial route is an immediate task.”


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