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[ 2012-1-11 20:07:00 | By: lucyekmh ] |
In the past two years,shanghai escort, China has jumped to the rocket-like speed for the world's third largest auto market, whether it is static system, signs of over-investment at the same time, multinational companies with production models in the completion of the layout, proceed to consolidate the international brand image, to play down or even eliminate Chinese brands in the international automobile has a highly sophisticated background, whether the waiver from China There are striving to become the world's factory brand, which has become the country's new auto industry policy adjustments before the topic of heated debate, but the industry is also beleaguered situation, trying to explore China's own brand-building way.
World competition
1. Ford, Daimler Chrysler, Toyota, Volkswagen, Renault Nissan. 95% of the amount of the small living space in the depot constantly shrinking. the total global automotive industry, the competitive situation is multinational corporations dominate the market, will not reproduce the early automobile industry, ; of course, alternative professional manufacturers can still survive in the cracks, such as sports car manufacturer Porsche in merger hidden behind the strong will, not only to split the regional market, the expansion of market segments, it is more efficient than the merger and expansion .
2. But since 1998, Decker was established, the from the once powerful Cadillac and Lincoln who roar Chi Guo; Japanese manufacturers in the field of hard farming profitable SUV; even once low quality, inexpensive cars are known for the implementation of modern engineering value chain, while the invasion of the U.S. market Japanese automakers mm main force, they also put up the Stars and Stripes after the garden.
3.
brand competition, international local production of foreign companies increased the penetration of foreign brands and local brands decline, consumers do not re-tinted glasses and look at foreign brand of patriotism, but with their own feelings and pocketbook voting. the face of aging consumers loyal patriotism, GM worried, help popular Tiger Woods selling Buick Rendezvous, in order to compete with Nissan, Toyota, Honda and other manufacturers in the hands of dynamic SUV. In Japan, the face of the young and affluent middle class Lexus in North America to make contributions to the decay of the territory to recover gradually.
short, 9-like intertwined intertwined forces, is the current status of the global automotive market. This competitive situation, but also with China's further opening of markets in the country market vigorously staged.
Chinese competition
1. ; (Geely, and so many the equity of the game. ; also
models currently dominate the Chinese market doctrine in the initialization of the market, consumers are the first of ten seventy-eight car, which likely to be higher than other markets, while in mature markets, consumers' past experience is the implementation of consumer purchasing decisions is one important factor in this market, the temptation, since the enterprise is bound to profit for the real purpose, better and more economical program's goal is results, mostly reflected in the introduction of models National Bureau of Statistics report said: to the market, especially cars, new car product development and launch of an important part of largely controlled by foreign investors, China's auto companies have become multinational client's risk.
multinational corporations not only interested in cars and they co-operation from a single model to the full range of cooperation, from the tentative to integrate into brand equity and brand, it is the soft underbelly of Chinese enterprises, multinational group of magic. GM the layout of the brand in China has basically taken shape: high-end Cadillac, Buick and mid-range in the high-end composition of the pyramid of Chevrolet car line layout .2002 September, PSA Peugeot launched, Citroen dual-brand strategy, and Dongfeng well-built nearly three years of include Regal, Sail, Excelle, GL8 four sub-brand In 1998, Shanghai GM and Guangzhou Honda, the first in the country established a brand 4S stores, professional distribution network in the building, but also build customer brand loyalty. < br> In short, virtual fire and pain intertwined with domestic brands steadily retreating, advancing step by step the international brand, is the current status of China's automobile market.
brand after all, is a threshold
caused the lack of the main Chinese market Chinese brands, China This brand has been severely marginalized situation, both the planned economy of the historical factors, the main thing is the reality of market factors: R & D, management,beijing escort, promotion are not as good as people, as well as state-owned enterprises must pay the price. survival of the fittest is the market economy essential characteristics, The key is, can afford, and advanced technology.
even stripping its own brand equity reasons. Now for the moment ignore the benefits the construction of its own brand, or even give up the brand, the consequences, 3 to 5 years shall discover.
brand is the long-term competitive advantage and the most valuable intangible assets It added value to enhance the cutting edge, market competition is the homogenization of the ultimate weapon from the consumer's perspective in mind, the brand means that the market control over the current Chinese market, the consumer behavior of spontaneous change into a major manufacturer emblem conscious for standard movement: Lioncel into Mitsubishi, Toyota Yaris replaced, replace the Nissan Fengshen hh However, losing the brand, it means loss of current and future market control.
the Lord from the market angle of view, the brand covers the whole chain. in order to sales network and after-sales service.
Moreover, the market more and more skilled can not help but to refute, not have their own R & D capabilities, no intellectual property rights models, build brand equity is completely empty phrase, but only after all the brand positioning of the eyes of consumers, brand is rooted in the models, but a mature brand and detached in the model. Moreover, the brand is not a short-term marketing tool to build brand equity, not a day we can not wait until they have a vehicle R & D capabilities, until the consumer's shopping list listed only international brand, it thought to create their own brand.
the introduction of models, we can plan ahead, which will first see the current composition of the assets of international brands, to see the car is not the only automotive brand elements, to abandon from the bottom of the traditional ideas, to take non-core technology catch-up strategy for the Chinese automotive market completely open to good preparation.
China Brand Strategy
1.
competition pattern of Chinese brands in Chinese market general characteristics of the pattern of Chinese brands is marginalized by the international brand, but the brand at all levels of camp, but also reflected: the three groups to take on the task of China Group brand, unmatched by other manufacturers, but to focus resources on the introduction of models on hand to make the brand stronger in the group division of the brand, the brand is stronger than its own joint venture Division Division brands and own brands and cars brand segment has not been fully integrated; other groups with factory strength, more single The department does not have the synergy effect of the brand, its own brand cars and cars mainly in middle and low market brand, brand cultivation is insufficient, and the introduction of vehicles department brand and the brand is stronger than our brand.
2. China brand competition form
the Chinese automotive market structure and international brands contrast, an inverted pyramid: the more high-end market, the more we gathered a number of strong international brands, the more low-end market, the more life and life to see the new tender face. And KD and imported luxury brand is popular, Santana, Jetta, Citroen and a few other cars firmly occupy the mid-range market, but added low-end mini-car market, low profits, as KD production and imports can not get the price advantage, which is very international brands less, this is the biggest new domestic brands create living space.
3. China's competitive strategy
brand camp brand theory first emphasized the integration of resources, followed by that co-operation. strong own brand group brands and joint venture sector, cars and can not independently support the domestic brands, Although the idea of ??a reasonable, if only to pay attention to nurturing brand cars and cars brand, untimely overstating Group brand, is bound to bound to the high-end enterprise market, according to brand camp theory, one by one analysis of Road, proposed to build Chinese brands of ten specific tactics, the first six segments focus on enhancing our brand and brand image, brand after four overstating cars and cars brand:
(1) reorganize the brand camp brand factions draw While multinational corporations involved in all areas of automobile production, but the construction of passenger cars and commercial vehicles on the channel, outreach, service and other aspects have different requirements, brand sales role are quite different,beijing massage, so a few large groups will be passenger cars and commercial vehicles, , to prevent the foster consumer brand awareness.
(2) a unified brand image, brand gather together in the integration of brand image has become a huge obstacle, for which it adopted a series of measures, including sessions on a unified image of the exhibition show, not like before the major brand China is particularly acute in government support and the development of competition, the three Group's acquisition of a number of local groups and the depot, but not in time for its effective integration, this will not help the two sides at all levels of brand building, but it will also reduce the The two sides of the brand image.
(3) extra leverage, our brand spare the article is a joint venture parties under contract to a certain extent, shared brand equity, but the Chinese-controlled joint venture company to establish a division of the brand in the real of multinational corporations on brand equity has become, but also strongly dilute the Chinese multinational background, for example, although BMW made collinear with the Chinese production, but its market to promote the Chinese side strongly dilute the brand more than a decade of Nanjing Yuejin and Iveco brand thin nurture, joint venture to make use of the brand division of Group brand, and to launch its own brand cars and cars brand, rather than self-deprecating as the rapidly increase its strength in the three major groups dominated the domestic market competition, while a number of auto parts group, household appliances group, private enterprises, listed companies competing reached the middle and low car market, although they know little about the car market, but it has their full right to speak, and understand how to set off the most brutal price competition,no less than love other people, even if lack of funds, but also through private finance, stock market and bank loans to ease; even if the country does not support the policy, the market is still beckoning them; even The symptoms of the test of the depot's capital strength, but also to test its technical strength of the absolute ruler in Europe of all the famous brands in the course of its development through professional competitions to win their market position after the start of World War II as Honda, rely on TT races and F1 Competition success, and the motor vehicle into the world market; but also to deprive the recent Toyota and Honda brands among professional racing association, to snatch the young gradually lose market Geely F1 car has come out, not on how the quality, the brand has been the head start.
(6) to participate in large-scale auto show, concept cars introduced every session of the International Motor Show, the competition for media attention and visitors is the major manufacturers concept cars, just like the dazzling fashion show as they demonstrate the strength of manufacturers and models of the design capacity to grasp the trend, but also for the brand at all levels of insertion of a new camp elements. Hafei. dream, Chang'an. Joice already one step ahead.
(7) improve the cars layout, the introduction of next class cars such as this article stated in part IV, to conquer the world rely on a single model is an idiot, full and complete cars market segmentation is a necessary requirement for R & D strength, an important benchmark. GM to revive one of the measures Regal brand, is expanding 9-3,9-5 platform six models. Chery now has four platforms 10 balance models. Geely in the introduction of high, medium and low four cars after , sports car the layout of the brand's efforts.
(8) derivative model cars, explore the potential depth. former domestic light passenger IVECO temporary decline of the first one of the reasons is that models, and started his automobile took over the Brilliance Jinbei, in the old Toyota. segmentation of sea lions on the basis of nearly three models, just a few years on the light-off quickly become the boss.
(9 ) main low-end market, force high-end models. Hafei the example of a low-end brand, while Fiat Fiat mini-car in mass production, but also has the luxury car brand Lancia and most renowned of the three major European sports car brands: Ferrari, Alfa Romeo and Maserati. In addition, the micro-car is not only fuel-efficient and inexpensive means. Smart and Mini are the same mini-car, but it is well-known high-end mini-car brand recently launched mid-range models, Dikaigaozou While the former is more risky, but they get a larger room for development. Buick type the new century, cut into the Chinese market, middle and low Buick introduced immediately. Sail the main family car market. Brilliance China is also taking the vast number of.
brand after all, is a threshold in the entire North American market a Xiaosha weather, while steel giants in China has become a beacon out of the woods. sober view of China's automobile industry the passion and confusion, in a triumph sound, we should
Chinese auto industry in 2004 panorama
new adhere to three guiding and domestic alternative. 50% of the shares than the bottom line and insist on the approval system in the vehicle manufacturing industry; vehicle features Automotive Industry Policy in 1994 Chapter management approach,
We believe that the new policy will have far-reaching impact in the long term, will play played against , started in the automobile consumption (especially 2002), to be 3m4 years to release the finished vehicle demand in China alone this after a few years to maintain the growth rate of 20% m30%. As for the needs of industry segments in recent years, we view is that the different change: will benefit from the continued rise in private car, cars, light passenger in the MPV, SUV needs of the most exuberant; benefit from the accelerated process of urbanization and highway construction and other factors, vans demand in passenger and cargo demand in the context of structural adjustment shrinking.
as 2004, according to our model, combined with the views of industry experts, we expect: auto demand is still strong growth, but due to the small base effect of the loss, by speed will slow to 23%; car, light truck, light-off of the MPV and SUV, 15 tons of heavy trucks will be driving growth in demand for cars in 2004 a major force.
new capacity is concentrated in three areas < br> In recent years, new capacity in the field of cars mainly from multinational joint ventures, according to incomplete statistics, we expect the major joint venture in early 2006, the total capacity will reach 5.015 million.
recent years,shanghai massage, heavy trucks in the field of production growth was mainly concentrated in the increase the supply, both the original edge companies such as Yutong Bus, Suzhou Jinlong, also outside the capital, such as making home appliances Guangdong Midea, Greencool, and Hunan Sany Heavy Industry Group, Shanghai Fuxing Industrial Group, Jiangsu Yancheng Zhongda Group, the dawn of shares and other enterprises.
According to the NDRC's latest survey, over the next five years in the automotive vehicle's planned investment of 200 billion yuan, newly increased production capacity of more than 600 million, to total 2007 production capacity will reach 11 million -1200 million, far more than expected demand of 700 million units and our guess is that if it will balance production and sales, manufacturing capacity utilization is about 78% from the current 64% back low (1998, China's automobile production capacity utilization rate has reached close to 60% was low). Our concern is that a substantial adjustment in the experience of the supply structure (new capacity flock to cars, heavy trucks, large passenger), the 2007 return to low utilization of production capacity, whether with a different meaning with the last? that the structural excess supply from the previous evolution of the total surplus?
We believe that the future of serious excess manufacturing capacity, not just unfounded. then How to resolve the remaining capacity? expand exports? China's ability to become the world's In 2004, the Beijing Automotive DaimlerChrysler, Toyota, are expected to be granted the establishment of Guangzhou, when two car market will add considerable strength of the competitors.
but for the principle of sound, the supply of cars in 2004, forecast to do, we production of these two companies when calculating Zanan zero.
in Table 3, plus the number of gray left column, for we are told of the major producers in 2004 the number of scheduling, right, for our estimates of the number of (assumed to be known manufacturers scheduling scheduling the average growth rate of 40%) in the summary of the numbers, we concluded that the major manufacturers in accordance with the current scheduling plan, if fully realized, the supply of cars in 2004 will increase 42 percent, still the main supply for the multinational joint ventures.
on known vendor scheduling, except two based on a larger base in 2004, scheduling is still strong growth firms are: Dongfeng Peugeot Citroen Automobile (37%), Shanghai GM (57%), Tianjin Toyota (70%), Guangzhou Honda (105%), Beiqi modern ( 136%), Chery (65%).
far as we know, the public is relatively conservative scheduling with a large base, the higher the inventory last year, and Germany do not agree to sacrifice price for market-related, but both What, because of the continuous influx of market entrants, the mass market will inevitably fall, and further drag on the European system of enterprise's market position.
car prices will fall
We believe that the prices of Power comes from: lower import tariffs; import quota increase; domestic producers to increase market share for the . the long-term trend, the absolute upper hand down power.
inventory control
still limited information channels, we can not get the history of the cumulative inventory, new inventory this year we tried to describe the problem. Looking at all the car inventories, We found that 80% of cars in stock. car inventory in 2003 has undergone a qualitative change: from negative to positive stock inventory in the prior year's 6m11 months, stocks rise very fast, so we are very worried; but in December after the stock number came out, we are pleased to find that the month inventory decreased rapidly, resulting in total new stock only 47,000. according to our demand for cars in 2004, supply forecasts, inventory of 112,000 cars next year , still within the margin of safety, that sales of inventory control in two months, this result gives us great comfort.
still high short-term profits
our 14 key domestic auto companies as small samples, indicating that China's auto industry in recent years, revenue, cost, profit trends:
with the world auto industry is different from the average annual decline in car prices in the context of 10%, but in the past four years, China maintained a higher gross interest rates, for three main reasons: 1, car industry, the history of the state caused by the high protection; 2, the Chinese foreign auto car costs without accounting for the cost of a higher proportion of technological development; 3, the automotive industry with significant economies of scale in production characteristics mmm cycle costs can rise rapidly decreased in most of the domestic car companies from 20 000 200 000 towards the process, the rate of decline, especially cycling costs significantly.
the past four years of data show that the basic auto industry revenue growth greater than the sales growth; As the auto industry features significant economies of scale, resulting in a decline cycle costs are basically consistent with the price drop, resulting in gross profit margin remained at a high of more than 20%, sales revenue, cost, rate of change is consistent; Similarly, the scale the cost of cycling three significant role in sharing, much larger than the auto industry profits increase revenue growth, while a larger profit margin increased.
we expect, in the car's current consumption is not fully released before the auto industry's profit trend should be consistent with the previous year. This conclusion, our profit growth for next year's auto industry is very optimistic about the auto industry profits in 2004 is expected to increase more than 23%.
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