by Professional editor working for
frbiz.
China’s auto commerce has skilled 10 years in the fast development of the future, in 2009 the worldwide economic urgent position strike the “winter.” How to deal with the urgent position conveyed about by the influence of the market? Generally acquiesced that the industry: alterations in the automobile commerce is a winter fire. However, the alterations and changes in the spindle or the soul what is it? This is a difficulty that should not be evaded.
There is no question that alterations in the first location, because the worldwide natural environment has changed. Under usual attenuating components, the economic urgent position to extend for not less than two years, the United States has a 30% fall in genuine land parcel, the liability urgent position will lead to the U.S. finances into contradictory development in the automobile commerce is a more grave recession in the genuine finances, one of the industry.
Own brand is the soul of the Chinese automotive industry
The face of such grave global habitat, China’s auto industry currently do? The writer believes that China’s automobile industry the matter of the brief term, but long-term difficulties. The pivotal lies in whether China’s auto industry can not obtain their possess marks beneath the guidance of future market space.
China’s economy have been clues of warmer. Efforts of the interior federal, China’s financial confidence index did not decrease importantly, a great figure of fresh finances the Government has started to illustrate power. According to authoritative global institutions predict that China shall be the first out of recession in the shade of a great rural economy. Chinese Academy of Social Sciences Department of Economics, freshly held an internal conference on the scene that China’s economy shall slowly stabilize during the first half of 2009, the sudden growth in the second half into the track. Additional basis for the interior bank in the intense monetary and credit developments in the scale at the same time, it may be necessary to prevent a fresh around of inflation. Paul’s eight per cent growth objective appears to constantly be able to achieve. The burden is that short-term funds growth stimulus is based on structural contradictions in the price of further boost and, hence, the future skill to achieve sustainable growth has become a problem.
China’s car was the growth of servant demand-led model. The plight of the U.S. auto industry fundamentally does not constitute branches of our rural and the impact of engine cars, whether GM is actually plugged down, and even thought we could produce the market space. The servant market since 2002 annually to one million of the rate of growth in 2008 has been approaching ten million. This is China’s industrialization and urbanization process, the inevitable result, as shortly as the per capita revenue arrived 3,000 U.S. dollars, the car is an inevitable option for the consumer, into the family car is a continuous wave of consumption. This time the wave has just started in China, shall extend for a lengthy time. January 14, 2009 embraced via the automobile industry and the revitalization of the metal industry is planning a main positive, beneath regular circumstances, China’s auto industry and motionless perpetuate a growth rate of 15%.
The new vehicle will be the next aim of power
In the long term, China’s auto industry, health and sustainable development are faced with many difficulties. Including product structure, technological innovation, industrial organization, independent brand and overall competitiveness, will require the leading brands in their own, through changes and adjustments to improve gradually, to adapt to a more brutal competition in the market.
First of all, the lack to alter their possess marks beneath the guidance of engineering strategy. Over the years, China’s auto market is dominated via Europe and the United States, Japan and Korea brands. Made merely in the low-end marks have a sure allocation of the market. This is the servant automobile factories have a guide relationship between R & D capability. China’s auto industry has invariably been along the “market for technology” through the queue more than twenty years, it must be said has been the growth of automotive engineering and the world is obtaining lower and lower the gap. However, spearheading engineering and core engineering is motionless primarily rely on the introduction of a partnership, self-developed engineering in the car engineering is motionless very low sinker of possession. Must be soberly aware that, as a result of servant and foreign automotive engineering automotive engineering to lessen the interval importantly, through joint ventures and engineering spill-over impressions was importantly decreased. Domestic automobile factories have to alter engineering strategy. From the past to introduce technology-based and self-adjusted to the introduction of R & D strategy of screwing identical importance to technological progress. Only boost the R & D exertions, boost finance, boost the introduction and cultivation of talents in their possess marks beneath the guidance of the independent intellectual property rights have become superior in command to sweeten their core competitiveness.
With the advent of the economic crisis, the International Energy exacerbate the contradiction between supply and demand and to upgrade environmental protection, clean energy development by the formation of new industries will become cyclical and prosperity of the next round of the starting point and support points. New energy vehicle will play a leading role in industry. In the development of clean energy vehicles, the domestic and foreign manufacturers are basically in the same starting line. A new round of competition is not only a brand-led strategy of technology leadership struggle is also a dispute over technical standards.
Secondly, the need to increase their own brands under the guidance of the industrial concentration and integration. China’s automotive industry through the low concentration of well-known, both the vehicle or parts, of the highly fragmented industrial organization is unique in the world, which is local protectionism and even past the local-based development strategies are directly related. The economic crisis brought about by the difficulties of the operation of the focus to the automotive industry, industrial restructuring and M & A provided a good opportunity. National introduced the revitalization program for the automotive industry with special emphasis on supporting the development of independent brands, and hopes that its own brand of mergers and reorganization, and enhance the national brand of industrial concentration, market their own brands to improve competitiveness. Large Automotive Group should take this opportunity to expand, not only to the horizontal extension, but also further upward vertical extension of the lower reaches, not only to expand the acquisition of spare parts, mainly to the extension of the modern automobile service industry.
Third, the need for a clear emblem positioning. Today’s auto market, merchandise presentation, characteristics and purposes, the distinction is getting lesser and lesser, which directed to dissimilarities in the emblem will have a distinct charisma. In general, the positioning of China’s auto emblems in most low-end market. This is a alternative of advancing from truth, after all, China’s own emblems from the reliability of components and constituents to vehicle security and solace, contrasted with the worldwide high-end emblems still have a certain gap. Brand positioning of the red flag from the Prime Minister of an endorsement to the township of vehicle, dropping all the way down, but in detail is a choice. In detail, we can not be higher under situation of mechanical support to construct high-end automotive brands. Light, flexible, fuel-efficient, environmentally amicable emblem of little displacement may be more in line with China’s market demand. In the revitalization of the summarize of the automobile commerce, following 1.6 liters displacement, where the most of commonplace people’s utilisation should be more suited. China’s auto market and the pyramid-type structure, as well as China’s auto market place of its own emblem sufficient space left. We should first specifically identified that only with adequate mechanical accumulation and accumulation of buyer heritage after the vehicle, China’s own emblems to the market at a somewhat high-end get access to to the advantage.
Can not pursue “like driving a BMW, sitting as the Mercedes-Benz”
In addition, China’s automotive industry need to give their own brands strong cultural. China’s auto brands in the market weak competitiveness, not only because of the lack of adequate technical support, but also because of the lack of a profound cultural. On the car brands, only consumers of a brand value of the aspirations and cultural connotation of the concept of full recognition, the brand can get in the market value of the brand should be. For example, the German car brand that, for the 1-second response to the brand as follows: Mercedes - Benz: the quality and reputation; BMW: a sense of movement and “the best driving car,” the sense of superiority; Audi: Technical victory. China’s own brand of foreign experts in commissioning the design requirements “like driving a BMW, sitting as the Mercedes-Benz.” The appearance of the actual developed a similar feeling. However, marketing does not seem to have a real experience for such brand recognition, mainly on the technical details of dealing with minor defects are always constant, so the price has dropped lower and lower end of the civilians. In addition to the technical difficult to achieve the perfect degree of high-end brands, the lack of cultural elements into the brand is also one of the main causes of failure. As a branding expert, I certainly hope that China will be able to produce vehicles like the British Rolls-Royce, or Rongwei, as with MG aristocratic culture of the brand origin, but, because of our own technology, we can not the car brand in China in ancient times under the chair of the cultural background?
Although the Chinese have preferred three-box car that is subject to the impact of ancient sedan chair, but brands must also be a cultural advance with the times, and it contains should be of traditional Chinese culture of harmony, moderation, modesty, the atmosphere, but also should inject more elements of modern fashion, there are ample modern and personality, to really get the target consumer groups agree. Therefore, the casting culture, leading the fashion, show personality, has become the car brand to be concerned about the competitiveness of the elements.
