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On November 21st, the Research Group on the Survival Environment of National Automobile Brands of China Automotive News released the latest research report on the survival environment of national automotive brands in Guangzhou. The report believes that the next few years will be the last chance for the development of national brands. The government, industry, and companies can no longer miss the opportunity.
The report pointed out that at present, China's national car brands, whether they are macroscopic or microscopic, are not as good as joint ventures, and the threat they face is greater than the opportunity. At present, the top ten threats faced by national car brands are as follows: increasingly stringent standards and regulations, and the trend of being manipulated and utilized by multinational companies; multinational car companies use joint venture brand networks to directly dump foreign brands at low prices; joint venture brands are accelerating into the low-end market. Market segments, competing with national brands in the same market segments; technical barriers and technical blockades of multinational companies and parts and components companies in key component areas; multinational corporations restraining national brands from exporting overseas through legitimate and improper measures in foreign markets The ongoing price war reduces corporate profit margins, weakens the future competitiveness of national brands; the impact of foreign culture on consumer behavior; irresponsible media misleads and misleads the national brands; some companies give up their own development , independent innovation and independent brands.
In this context, the report eventually formed 13 basic conclusions such as "The core of globalization of the auto industry is the brand" and "China's auto market provides the world's largest market resources and market opportunities for national brand cars". He pointed out that at the last critical moment, governments, industries, and enterprises must seize this opportunity. At the same time, the report also provided opinions and suggestions to the government and industry management departments, auto companies, media, and consumers.
The person in charge of the research group stated that at present, the development of China's national automobile brands has attracted attention from various quarters, and they have accumulated a lot of experience and lessons in the promotion of business performance and progress in the international market. The research group hopes to clarify the ideas for the future development of the national automobile industry through research and propose ideas for how to cultivate national brands. Although the situation is grim, but national brands can do as long as they want to, and will make a big difference.
Xu Gang, chairman of Shanghai Maple Auto, said at the meeting, “This report is both a pressure and a motivating force for us. In the future, companies will comprehensively study the report and make a profound comparison with this report to adjust the corporate strategy.â€
According to the person in charge of the research group, the investigation work of this report was launched in July this year. Through in-depth investigations by relevant companies and agencies, the macro-environment of China's national brand automotive companies (natural environment, economic environment, policy, legal environment, and technology) Environmental, social and cultural environment, and automotive use environment, and micro-environment (supporting system, research and development, marketing network, market conditions, auto consumption groups, and brand promotion, etc.) were analyzed and researched, and lasted nearly five months. After reviewing relevant internal reports and databases, based on detailed verification and verification of the source of data and accuracy of data, the opportunities, opportunities, threats, and competitions for Chinese national auto brands were achieved through years of experience of participating researchers. The opponent made a detailed analysis and discussion.
It is reported that this report will be submitted to relevant national decision-making and research institutions. (Liu Liu)