Joint venture brands touch the bottom line of its own brand-sensitive
Shanghai GM announced the new Sail listed in January 2010. Time flies, changing auto market, return is no longer the new Sail Past “100,000 yuan Jia Jiao,” Benchmarking, turned 60 thousand yuan to bring its own brand positioning to a new question mark. New Sail is just the beginning, at 10 yuan, or more precisely, the market of 6 million Jia Jiao, will usher in more joint-venture brand models. Joint venture with the independent war, will close at 60,000 yuan to start.
Joint venture enterprises such coveted car cheap auto market
January-October 2009 car segment up the situation
According to latest figures by the Federation, from January to October 2009, cumulative sales of 5,876,000 cars, 10 million or less car market accounted for nearly 47% of the market, car market segment is the first market among the well-deserved. 100,000 yuan the following year’s car market this year, growth was slightly Johnson 15-20 million 10-15 million and the two market segments, but a large base and a significant absolute amount of any one car company should not ignore market.
From January to July 2009 before the car on the brand growth of 15 provinces
2009, the fast-growing auto market in China there are two main factors: First, the revitalization of the national car of the measures planned to stimulate and guide car consumption, the second largest consumer market potential ability to be released (central, west and north-east market more significant contribution to high growth). Central, western and northeastern regions of high-growth auto market, to prove the car to 345 consumers in the market depth, while the growth capacity of these markets will benefit 100 thousand yuan will be the first release of these economic models (for the first time car buyers access to markets).
When the Chinese auto market has become the world’s markets, China’s high growth potential car just wake up, even if there’s a lot of traffic and energy restrictions, no one can stop the average family car has the right to trot. National Automobile revitalization plan has clear incentives to small displacement car to the countryside policies to promote the show a strong spending power of rural car market. Can be expected 100,000 yuan the following auto market, auto market growth in the future will play an increasingly important role.
Base and huge market potential space for development to 60,000 yuan joint venture brands to enter the economic model provides a basis. There is no absolute guarantee of the number of joint venture brands to enter the 60,000 yuan of economic automobile market will more or less by the cost of test and constraints. Shanghai GM with the new Sail into the 60,000 yuan market, by brand to obtain sufficiently large market capacity, market capacity, fan-site by the cost of deficit. Touched 60,000 yuan of Jia Jiao market-sensitive bottom line, not only is a joint venture Shanghai GM can. The public has clearly been re-distribution market in AO, but also have the Jetta quickly adjust the basis of positioning. With the market capacity of the full release, those who venture to encroach more and more brands.
Own brand of pressure how to deal with joint venture brands
5 60,000 yuan own brand sales performance in October
Today has been non-Yesterday, in a limited time, independent brands have ashes once. New Sail came, the inherent advantages of its own brand market, will face the possibility of pattern has changed. The face of all this change will come, independent brands have enough confidence in the fight. First of all, do not simply re-use against low-cost, low-cost advantage now seems to have lost, but also more brand disadvantage. Enhancement of quality and service is its own brand in the economical car market response to joint venture the two most effective methods of brand. Own brands in the economical car market is not a lack of brand awareness, and slightly lacking is quality, reputation and service satisfaction. Response to a growing number of joint venture brands, independent brands need to append these two fast short board. Second, we must give full play to their strengths and down the channel depth capabilities. Own brands and joint venture brands with different prices determined by different customer groups and independent brand in the Midwest and 345 market position with first-mover advantage. Can play its own brand and market channels enhance the 345 marketing, sales promotion by means of differentiated services and integrated approach to ensure competitive advantage. Again, FAW, SAIC, Dongfeng these own brand camp leader, should speed up the overall layout of products in the automobile market structure, particularly in the economical car market to speed up product development capacity, the formation of the Group of advantages to consolidate its own brand in the economy type automobile market position now.
When people come to feel that their effort was still guilty of shallow, facing into the 60,000 yuan joint venture brands market their own brands should be grateful to the development of competition finally paste, and the strong competition can make themselves more powerful in competition, rapid repair his short board, so their ability to enter a new level synthesis. Independent and joint venture brands strong words are no longer rare, face a new Sail into the 60,000 yuan market, there is no need to panic too much. In the mid-size car market, the Pentium series of FAW, SAIC’s Roewe 550 series, in the mid-size car competition with the joint venture brand have its own achievements and breakthroughs. Automobile market in the 100,000 yuan, F3 beyond the Jetta became the first, grew up in Long An Yuexiang into 10 000 Club, Chery A3, Geely’s Imperial breakthrough in upward shift. Independent and joint ventures of a war, back no scariest aspect. Those who have weak that the own brand, even if guilty of no joint venture brands, is also facing many challenges.
Joint venture brands to enter the 60,000 yuan Jia Jiao market, this incident reinforces the brand to own two clear signals: first, stick to low-end market is not a way to enrich the fundamental extension product is sustainable development; Second, changes in competition mode aside cheap line, integrated brand, quality, service, deep-seated competitive advantage. Own brands to the so-called market share quickly from that to get out of the first ring, not from the quantity to the quality to change. Independent and joint ventures close to war sooner or later, but only in a market segment all. The early war years, to better than late.
Competition in the burning alive, and is beautiful Phoenix … …
(Sina auto blog Copyright Rights Reserved)
admin, January 11th 2011
Comment week car: golf when out of the ivory tower
-3 Month spectacular automobile market, Toyota’s crisis event, the rapid development of China’s automobile, is a rare and a sharp warning! Auto power behind the power crisis, car, cars behind the power crisis in international tests, are placed in China’s auto face unavoidable issues. Financial crisis coastal economic structure has become a consensus, Toyota-crisis changes in China’s automobile industrial structure needed.
- Toyota put aside the serious topic, the Chinese automobile market ushered in several new vehicles to market. Golf GTI people like, but just not into the homes of ordinary people. Golf brand in a period of time in the Chinese automobile market, will survive in the ivory tower. To change the listing of C-RV models can hold up future Shanghai Volkswagen, a New View of the impact, let’s wait and see.
Keywords
Event
Commentary
New car listing
The new C-RV market growth with no increase
The new CR-V to increase with increase of the strategy is not listed, close it behind for the sales of RAV4 case of crisis, the gap is to seize the opportunity to expand a good time. Council in February by the latest data show that C-RV Sales 5900, due in March new products and updating of old products to reduce inventory, CR-V may be under the day in March to scale new high in sales volume. CR-V in next month’s sales goal is to break 15,000.
Toyota experience in the global crisis, natural enemies and Honda or Xuqing Xing many times their own boutique strategy. CR-V’s hunger can be also non-effective marketing move, when the market environment changes gradually emerged as the strongest opponents when, CR-V’s increase marketing might also turn into a crisis from consumer psychology.
East of the CR-V from strong sales gained a strong psychological, well aware of the vulnerable Rui Si platinum sales psychology than feeling vulnerable. Why not take the same attitude to the other consumers make their consumption intimate journey into the well-being of the elections?
New car listing
Shanghai Volkswagen-made version of passers-by view of the market
When the Japanese and Korean models popular in the SUV market when the public has been silent in the SUV market. Shanghai-made version of the way the public view will break the silence. Toyota RAV4 crisis to seize the remaining useful market space, combined with its reasonable positioning strategy, Shanghai Volkswagen to flex its muscles in the SUV market when the products and solve new and old cars slow to switch.
RAV4 in the crisis do not want silence, do not want passers-by view of reproduction of the new duopoly market times, it is most unfair to the consumer. View Listing way to break the monopoly of Japanese SUV market era oligarchs, must also increase sales of morbid psychology to break. More and more attention to the brand and strengthen market forces SUV, full competition stage is near.
New car listing
Golf GTI domestic market
Golf GTI will be held on March 7 for the first time in the domestic market, 23 million, cheap prices will make ordinary people believe that it is heterogeneous, allow consumers to buy GTI accused person is full of crazy. Then high prices will not stop the high-fan favorite on the GTI. Golf’s China strategy further and further high, the higher the more lonely, golf will always be missed and civilians. Golf people love you love obsession, golf hate you crazy people who resented.
After the listing of the new Golf 6 is limited in capacity son Akira, market sales have been hovering in the 2500 performance, this method does not help hungry marketing golf 6 new post-sales. 10-15 million new Golf hatchback car market is also full of nobles, far from the civilian to squeeze into the 4000 sale of the club. Golf GTI brand to complete the listing into the ivory tower, but also more high-golf fans pay homage to Heart fear it.
New car listing
Fully operational the new Jetta
The new Jetta fully operational, fully upgraded from the inside out. When the F3, Excelle, Yue move beyond the customary Jetta, the car could not help but sigh God really have to Get the lead out Jetta, redesigned Jetta is just an extension of the life cycle may not be winning again. In the flourishing Chinese automobile market, a 10-million of any new car, the club can easily move the door units. Santana and Jetta public sacrifice excessive overdraft 100,000 yuan for the whole automobile market.
The general public in China as in the Jetta and Santana also defeated Jetta and Santana. The public launch of the Mai Tang, Hao Rui, speed Teng, Octavia, Sunny, and none of the new Bora automobile market for 10 yuan. Jetta and Santana out of the public eager to leave the heavy shadow, in the Jetta and Santana has not been major changes in the above paragraph and the introduction of new alternative strategies. Unconsciously mass automobile market in the 100,000 yuan and incremental sales have been lagging behind competing products. Public policy is only a step mid-size car, ignoring the huge 34 Market Economy under the automobile market!
Enterprise Development
Toyota recalls
Toyota after a crisis marked decline in terminal sales in China, the new Crown 20,000 yuan a substantial discount promotions. Value for the only run of the Toyota, on the former is not permitted! Toyota have to dig for some time withstood the pressure before the line, hit enter after the Toyota to increase access (Toyota in China, without any effective measures to implement), the current view are still unknown. Toyota is such a terrible crisis, the Chinese enterprises is not the horror of the car? ? On the international market, underwent to think twice!
Toyota cars may despise the United States, Europe, Toyota car you can despise, regardless of their motive is, we are not eligible to despise Toyota cars in China. Chinese car who can not be said to have surpassed Toyota ringing. We have to do is learn from the Toyota case, the lack of access to its own progress. Chinese car if you do not bud, and effectively improve their product quality and performance levels, and perhaps tomorrow is today as tragically Toyota.
“We mistake as a learning opportunity, an error occurs, we do not blame individuals, but to take corrective action, and widely disseminated within the organization learn from each experience, the knowledge. Learning is a continuous, throughout the company process, all levels of team members can share their knowledge. “raging in the Toyota when the global crisis, review the” Toyota model “in this case, the learning ability of autonomous vehicles other meaningful culture.
Enterprise Development
The rapid development of BYD leapfrog
BYD in China in 2009 to store thousands of channels of thousands of rapid expansion mode, F3 bicycle sales and overall growth are set to the miraculous speed, but also to achieve the 2010 BYD amazing leapfrog development . When the peer review are to find an alternative vision the development of BYD’s crazy man, when Geely, Chery has just quick word from the word changes to the stability of the time, BYD with “faster,” hiding the “risk.”
BYD Auto Show in Geneva, creating a new brand with Mercedes-Benz, and Klein co-Jin Le electric vehicles. BYD from last year with Warren Buffett to world-class events such as link, trying to move to enhance brand image. leapfrog BYD rapid development has become the fulcrum of the best brands, and leapfrog development are customer satisfaction is the real basis for the continuation of the brand. BYD approach simple and crude and is deviated from the customers, BYD satisfaction to customers far faster market growth. When the Toyota when the crisis spread worldwide, BYD should examine their own good. BYD should be glad that its main sales market in China, but not in the U.S. market.
Enterprise Development
BMW to speed up the rate of expansion in China
At the recent opening of the Geneva Motor Show, BMW X1, chairman confirmed that the production in China. BMW from the second plant project began last year, means that the development of the new BMW in China’s strategic adjustment, X1 will be made after more BMW vehicles to join the Chinese market. BMW’s brand building in China and cultural activities, but also a subtle redefinition of the BMW brand.
Audi in the luxury brand should not go on this one dominant, discordant situation that sooner or later be broken. In the luxury car market development in addition to trot BMW, Mercedes, Volvo, General Motors brand also a lack of targeted growth initiatives and change dominant. For the fast-growing Chinese automobile market, any time a car brand to be “into focus on the aperture.” In the luxury car market, the brand needs to re-examine the strategy of the Chinese market.
Enterprise Development
25% of the mass growth of the U.S. market
Toyota fell during the crisis, the general public to become the world’s first, seems within reach. The nightmare of the U.S. market, Volkswagen said on March 2, in February U.S. sales of VW brand cars rose more than 25% rate. Rapid growth is not only popular, but also including the United States local brands. This rate of growth more or less correlate with the Toyota event. Any business in the U.S. market with high growth gold content should be diminished!
Audi brand in the U.S. market is not without major setbacks, rapid growth in the U.S. market seems to be a curse. In the shadow of trade protection in the United States who do not have absolute security, the globalization of today do not want a car brand’s success is marching a failed car brand forward.
Industry Perspective
Went to 315
8,000,000 Toyota and GM recall of 1 million the amount of days, activists in 315 days is a “terrible” signal. Rapid development of the auto market automobile rapid increase in the proportion of complaints, how many cars during the 315 companies pinched a sweat. 3.15 2010, the automotive industry, is really a big challenge.
Is there a feeling: After entering in March, various business services in a timely manner, and service attitude better, even beyond the normal service rules to allow consumers the illusion of warmth in my heart there. Little Swan Washing Machine does not solve the problem for six months yesterday, give me 30 minutes to solve. Such speculation and cramming people despise.
315 is the business head of Damolisi the sword? If so would be too sad! 315 seems very close but in reality every day, far, far from the bone marrow in-depth business and consumers!
Industry Perspective
Beijing Auto Show breeze work
Beijing auto show is full of a seller’s market, just not worry about booth booths can not sell fear. The work of each of the Beijing Auto Show breeze feels stifled, limited area of less than support for the rapidly growing Chinese automobile enterprises. April 23-5, 2, Beijing International Auto Show will be staged grand. Work intensely to carry out the current exhibition, each company has still not clear stand, the company officials responsible for determining the CCPIT visited booth. It is reported that the work arrangement is expected to stand out clearly the results next week, in a limited time and a half months to design exhibition program is really hard the car business. Beijing Auto Show should be the world’s most cattle show it?
Industry Perspective
Two traffic control
Beijing traffic controls during the two sessions! In fact, traffic congestion is not a case of Beijing and other cities, with quick access to family cars, traffic congestion in the country’s big cities almost full copy up. Car is not only blocking the road has been blocked to the cell block to the door.
Behind the rapid development of China’s automobile, energy, pollution, transport, security and other supporting facilities of the package, the current can not match. Chinese society, how to solve the high-growth vehicle traffic harmony, the current measures do not benefit. Increase parking fees, high license fees, environmental fees are income restrictions on the behavior of consumer rights, transport department should seriously consider the car out human consumption times of high traffic harmonious package. Automotive far into the homes of ordinary people, if not synchronized development of related facilities, the rapid development of automobile market again ten years and cars to enter ordinary families, must be a pseudo-proposition!
Industry Perspective
Automobile market better than in 2010
January 2010 auto market to scale new production and marketing of new high late spring after Chinese New Year is also a fact that the phenomenon of the automobile market with the economic development Diancha gradually. 2009 auto market was difficult to get a car phenomenon is relieved around the automobile market is flooded with more and more clear cut prices up. Car companies should make tough fight in 2010, preparations, or the end of the sales of full planning will fall through.
The auto market is not bad in 2010 where, of course, be in trouble. 2010 saw the company disclosed the number of sales plan, even greater than the predicted industry growth of 15-20%, 50% increase in fear to be exceeded. Enterprise will bring high production, supply and sales targets high pressure system, which indicates that the 2010 auto market price war would be imminent.
(Sina auto blog Copyright Rights Reserved)
admin, December 27th 2010
Comment week car: the new Golf can newborn?
Keywords
Event
Comments
New car listing
New Regal 1.6T
The new Regal 1.6T manual, priced 199,900 yuan. After two years of painful sting V, Shanghai GM, particularly high profile this year. The new Regal, new LaCrosse, Ke Luzi out series of new products listed, never left the mainstream of consumer attention. When the new Regal monthly sales have stabilized in 7000 when, 1.6T of the new Regal came into being. To campaign for the new Regal is known for, 1.6T powered matching differential can be quite well matched by national policies 1.6T can also enjoy a 5% purchase tax policy. Shanghai GM, a move that can stabilize and improve the new Regal 20 million or less of the market.
The price of the new Regal 1.6T does not seem to some people predicted low of 17 millions of dollars, on the contrary, higher than the number of 2.0L, which truth and reason do not have to say. Sina collar with popular languages such a comment about Regal 1.6T pricing: Who says small-displacement certainly cheaper price? Do not see my ass on with high-tech “T”. Regal 1.6T> 2.0L, Super Proton 1.4T> 1.6L. “T” into the car aristocratic identity, as “V” sign has become an alternative collar.
New car listing
The new sixth-generation Golf
The new Golf 6 is stepping up the speed to market, the recent review of the history of golf, golf car owners travel in Europe and a series of public relations and customer communication activities are being carried out intense. This important but controversial in China, the world’s cars, carried out over the years for the first time such a large force of promotional activities. FAW VW to do so, you can let students do?
Golf in the Chinese market, and never a lack of brand support, but also no shortage of excellent technology, Volkswagen has done all currently does not seem to grasp the fundamental consumer expectations and concerns. How the new Golf out of the ivory white tower, such as People First Fox and Sega is not as practical. Another point is the channel capacity, no shortage of FAW-Volkswagen dealer strengths and capabilities, whether to sell golf to find the feeling is questionable?
New car listing
The new 2010 models listed Elysee
The new 2010 models listed Elysee September 1, three for sale at 73,800 yuan, 82,800 yuan, 84,800 yuan. The new system adds all Elysee electronic code anti-theft system, reversing radar and traffic automatically locked, and brushed metal with a new stylish interior and advanced integrated pattern throttle EAP technology. Dongfeng Peugeot Citroen Automobile move to enhance the competitiveness of the new Elysee, in the dynamic and Excelle Yuet discount promotions end, the move is expected to stop Elysee continuous downward trend.
When Beverly delisting, except for Sega, the Dongfeng Peugeot Citroen Automobile seem to have lost its soul. 100 000 auto market faces fixed and the new Excelle Yuet substantial growth, Elysee has been marking time. When the successive three months continued to decline, the Dongfeng Peugeot Citroen Automobile introduced by matching only the 2010 new models Elysee, good opportunity lost in vain. Dongfeng Peugeot Citroen Automobile’s product planning has been a fatal problem, which also reflects the two sides in the Sino-French cooperation in disharmony.
Comments with a collar of the language of the current strategy of Dongfeng Peugeot Citroen Automobile: the wolf and the rabbit competition: rabbit escaped, the wolf has failed. Why rabbit wins the cunning wolf? Rabbit said, in order to survive I must escape. Why lose the wolf? Wolf said that in addition to rabbits, I can still eat chicken. Shopping can be so competitive! Dongfeng Peugeot Citroen Automobile is a rabbit or a wolf?
Market Promotion
Gold 9 silver 10 merchandise Promotions
Mazda 3, the highest terminal market new Excelle Offer 2 million or above, in this market better circumstances, more than 15% of the terminal is rare promotional efforts. September is more variety of new car focus, gold 9 silver 10 typical emerging market characteristics. New car market and a substantial discount to promote incremental grasp the terminal will become an important market characteristics from September to October. Promotion of market concentration in this process, the proposed rational consumer choice models. Has Chibidaigou to the end of December or in January next year, not rational choice.
2009 new Audi A4L discontinued models, 2010 models to the new Audi A4L store sales. New Audi A4-1.8T pricing was not enough too, with models increase with the launch of the annual occasion, the new Audi A4L even further up 4 million! Comments with a collar, then: Audi Alto cost = cost, not spending money with Alto Audi, BMW and Mercedes because the bear with the situation in China has been to blame!
Industry policy
Thorough investigation of drunken driving for three months
The costs of automobile era: car accidents has increased! This country, carried out the remediation activities, thorough investigation of drink driving! Remediation carried out two weeks after the remarkable results, all kinds of accidents because of alcohol while driving a significant reduction (more than 30,000 traffic accidents in August from the country, down 12%). Another aspect is also worth special attention: First, Zhejiang, Jiangsu, Shanghai, Beijing checked were among the top; Second, individuals with alcohol and hangover drug tester out of stock. Unprecedented national regulation efforts, relevant responsible person said that the current efforts are not sustained overload, the next stage of how to maintain the results, it is worth pondering … …
Comments with a collar, then: those individuals who purchase alcohol tester is the purpose? Luck and to avoid psychological still does trouble? Beijing, Shanghai and major cities in the civil service was to intercede how drinking and driving do? How to fundamentally eliminate the privileged class drunk driving? Positive and negative is always a pair of twins, for the safety of you and others: Please remember not to drink driving, driving do not drink. To you and the safety of others, please remind your family and friends: drinking and driving, driving do not drink.
(Sina auto blog Copyright Rights Reserved)
admin, December 10th 2010
Geely M & Volvo – I look at the
October 28th unlucky with Volvo’s “scandal” has been updated progress. With regard to specific acquisition programs, acquisition bonus and other key sources of the problem, there is no concrete breakthrough. Geely and the Volvo is more of a grasp than ever before, the final outcome of the present who have no way to determine. Geely Volvo merger events, the industry has given more good advice. According to Li Shufu, Geely’s relevant commitments, I believe that Geely Daoshi a possible acquisition of Volvo thing. Geely acquisition from the United Kingdom and Australia DSI manganin two incidents, one can see Mr. Li on overseas acquisitions of other companies in different detached mind. Transcendent mind is the acquisition of Volvo Geely key to the success.
The acquisition of overseas Chinese auto brands, the industry’s first impression is to enhance the image of China’s low-end automobile brand, and one is unable to digest car. The author believes that such considerations have become narrow-minded some of it. M & A overseas Chinese auto brands, not what someone else can control. But through close contact with overseas acquisitions mature technologies and experiences, learn from others by the number of mergers and acquisitions can be useful things, by learning can reduce the time and the growth of small number of detours to go.
Overseas acquisition is not to control and digestion, not to move to where the assets of others, but how much you can learn. If this is the mentality of holding on to learn and improve overseas purchase, we will open-minded lot. Mr. Li’s promise: If the ultimate success of acquisition of Volvo, Volvo’s current facilities, research centers, trade unions agreements and dealer network will be preserved, while Volvo will take to further enhance this important auto market in China, the sales network and procurement channels. Volvo will be the future of an independent management team, headquarters will remain based in Gothenburg, Sweden.
Commitment to transcendent mind behind Mr. Li reflects a learner’s humble attitude, Geely winter swimming after the transition is sort of a small breakthrough for the automotive industry if the big breakthrough for the small. Through the acquisition of learning other people’s position, and the acquisition of control of other people is completely different results. 2 billion U.S. dollars of the study is too costly it? Has occurred, the ongoing acquisition of overseas Chinese auto brands incident, both successful and unsuccessful cases. Business mergers and acquisitions of large, sometimes it is difficult to calculate the profits figures, more hidden benefits, including technology and management.
Geely has been left since the acquisition of Volvo, it wishes to use it more broad minded.
(Sina auto blog Copyright Rights Reserved)
admin, December 1st 2010
