In recent years, Chinese auto companies have improved their overall R&D capabilities, internationalization level and market competitiveness, and have certain technological and market advantages in terms of new energy and intelligence. With the continuous introduction of new technologies and upgraded products, the market competition of independent brands has entered a new stage.
Production and sales continue to grow
The annual Chengdu Motor Show is being held. As the four A-class auto show in China, which is the same as Beijing, Shanghai and Guangzhou, the Chengdu Auto Show is not only a large-scale “automobile supermarket†where auto dealers are desperately selling cars, but the self-owned brands have also played new tricks at the Chengdu Auto Show.
Some early-prepared car companies have come up with their own new models to impress buyers. For example, JAC Ruifeng has brought products with new power systems, and Haima has also launched the upgraded S5 Young Youth Edition. And manufacturers like BYD who did not introduce new models directly shouted the slogan of the official 20,000.
As a start-up auto brand, Han Teng Motors unveiled the new SUV X5 at the Chengdu Auto Show, and opened online and offline pre-sales in Sichuan and Chongqing.
BAIC Group brought all its own brand products such as BJ40, BJ80 off-road vehicles, new Sic Bo D50, SUV models Changhe Q25, Q35 and MPV models M70 to the scene. In the field of new energy vehicles, BAIC also exhibited products with various cruising ranges of 200 km, 300 km and 400 km.
Of course, more automakers have set their sights on the future and began to embrace the Internet.
On the day of the opening of the Chengdu car, Qoros launched the Model Young SUV product. It is reported that the Model YoungSUV is equipped with the Guanzhi Yiyun 3.0 system, which can share all the information to the mobile terminal, PC terminal and vehicle terminal through a cloud platform. In addition, Qoros also officially signed the “5G Intelligent Networked Automotive Strategic Cooperation Agreement†with China Mobile Internet of Things Co., Ltd. to jointly develop the next generation intelligent networked car.
The performance at the Chengdu Auto Show is a silhouette of the continuous development of independent brands in recent years.
According to the latest statistics released by China Association of Automobile Manufacturers, in the first seven months of this year, the sales of self-owned brand passenger cars exceeded 5.6 million, an increase of nearly 5% year-on-year, accounting for 43.5% of the total sales of passenger vehicles, which was higher than the same period of the previous year. 1.1 percentage points. Among them, in addition to the continued rise in SUV products, the sales of cars with poor sales have exceeded 1.2 million units, an increase of 1.2% year-on-year, accounting for 19.5% of total car sales, an increase of 0.8 percentage points over the same period of the previous year.
At the same time, the production and sales of self-owned brand new energy vehicles have also achieved rapid growth, and more and more products and operating models have been introduced. Data show that in the first seven months of this year, the production and sales of new energy vehicles completed 272,000 and 251,000, respectively, an increase of 26.2% and 21.5% over the same period of the previous year.
The industry believes that the formulation of policies such as industry access rules and power battery specifications has delineated the market boundary of new energy from various angles. At the same time, market-oriented development is promoting new energy vehicles to the market to benefit, which further promotes the development of self-owned brand new energy vehicles.
Market competition enters a new stage
In the face of new market demand, independent brands have begun to upgrade their technology and accelerate product upgrades.
Recently, Beijing Automotive's second plant in Zhuzhou entered the trial production stage, preparing for the full mass production of the new Sic Bo D50.
According to reports, the new Sic Bo D50 is a new model jointly developed by Beijing Automotive Design Center and Italian Design Center. Compared with the first generation products, the new Sic Bo D50 has significantly improved in terms of shape, performance, safety and intelligence.
As the Beiqi Zhuzhou No. 2 Plant carrying the new Sic Bo D50 production task, it has achieved high intelligence in the four major processes of stamping, painting, welding and final assembly. At the same time, under the support of strong technology, Beiqi Zhuzhou No. 2 Factory also realized personalized customization and flexible production for the first time: using big data, cloud computing and industrial Ethernet technology, BAIC Zhuzhou No. 2 Factory built a C2B interactive platform for consumers. You can directly understand all aspects of the product from order to delivery.
Xu Heyi, chairman of BAIC Group, said that in the future, BAIC will also make breakthroughs in terms of intelligence, automation and networking.
In addition to BAIC, Geely, Great Wall, Changan, GAC, SAIC, Chery and other independent brand car companies have also launched their own replacement products, product quality and brand positioning began to go to high-end, and Guanzhi, Geely, and Great Wall WEY The representative of it.
Xu Changming, deputy director of the National Information Center, said that the continuous improvement in research and development, technology, and technology has improved the market competitiveness of independent brand products. At present, self-owned brand products have basically developed R&D capabilities, which not only provide products that meet consumer needs, but also effectively control costs, speed up development, and derive a variety of products.
Liao Xionghui, vice president of Hanting Motors Co., believes that with the improvement of technology and quality, independent brand automobile products have bid farewell to the era of low-quality and low-cost to occupy the market, and entered a new development stage of responding to the market with quality and performance.
Significant level of differentiation
At the same time as product quality has improved, the hierarchical differentiation between independent brands has begun to emerge.
According to statistics from the China Association of Automobile Manufacturers, in the first seven months of this year, the top ten group sales of automobile sales totaled more than 13.5 million units, an increase of 4.3% over the same period of the previous year, which was 0.2 percentage points higher than the industry growth rate.
This shows that the concentration of Chinese auto companies has become higher and higher.
Some time ago, the official selling prices of a number of self-owned brand models were successively lowered, ranging from several thousand yuan to tens of thousands of yuan. In the past, many models have a certain preferential margin in the market sales terminal, but the official officially drastically lowered the price and the phenomenon is rare. It is worth noting that in the recent downgrade of the official price, not only the mid-range cars with higher positioning, but also a number of small SUVs and compact cars with high market popularity.
With the rapid expansion of the market share of several major brands, the level of independent brand car companies is diverging. Under the background of the overall market growth slowdown, some independent brands maintained a strong growth trend. Cui Dongshu, secretary general of the National Federation of the Federation, said that the differentiation of independent brands in the first half of the year has intensified, and this differentiation is more determined by the brand's own product power.
According to industry insiders, in the next five years, the competition of independent brands will become more intense. Once the market structure is formed, there may be only a few companies left.
An Qingheng, director of the China Automotive Industry Advisory Committee, said that the current market structure of independent brands has not yet fully formed, so scale is not the only decisive factor. For smaller brands, if they have advanced development capabilities and can transform them into models that meet market demand, they can still find opportunities in the fierce market competition.
Liao Xionghui also believes that "it is the way for independent brand cars to take the basic skills, do a good job, and build a good car that consumers love."
However, in the long run, independent brands will inevitably show a situation in which the concentration is improved and the disadvantaged enterprises are eliminated. Although it is not yet possible to draw conclusions about the fate of a certain brand, it is certain that the company's development capabilities, product strength and brand power will be the key to coping with the market's survival of the fittest.
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