How independent brands can break the "new embarrassment"
Yang Zhongyang
"The Chinese people look down on the old problem of self-owned brands and need to change it. We are not opposed to ordinary people buying joint venture brands, but before buying, we hope to have a look in the store, open them, and compare them."
Recently, BYD Chairman Wang Chuanfu’s "Tucao" has caused a lot of controversy.
Some people say that Wang Chuanfu's remarks are actually kidnapping with patriotism.
Some people also said that the reason for not choosing independent brands is actually feared by some domestically-produced cars. As long as the quality is good, the people don't worry about buying them.
Others believe that this is actually a "new embarrassment" caused by the out-of-synchronization of self-owned brand technology, quality and brand progress.
Under the guidance of the national independent innovation strategy, the progress of independent brand cars in recent years is visible to the naked eye.
Whether it is leading auto companies with independent brands such as Geely, Great Wall, and Changan, or new car manufacturers such as "Wei Xiaoli", their product strength and marketing power have all achieved a significant increase.
According to data from the China Automobile Association, in the first five months of this year, the market share of self-owned brand passenger vehicles rose from 37.1% last year to 41.6%, an increase of 4.5 percentage points year-on-year, which can explain the problem.
Industry insiders believe that during the "14th Five-Year Plan" period, the market share of self-owned brand passenger cars is more than half, and there is no suspense.
The problem is that despite the obvious progress of independent brands and the continuous expansion of market share, the brand power of most independent brands has not been improved simultaneously.
The main manifestation is that compared with joint venture brands, in the minds of consumers, the image of independent brands is not good enough, the reputation is not high enough, and even the phenomenon of "cheap, low-end" negative value brands is still more prominent.
For example, for products of the same level and configuration, the price of a self-owned brand car is much lower than that of a joint venture brand.
This phenomenon requires us to pay enough attention, because the automobile is an industry known for its brand. Without brand empowerment, the product will not have the ability to premium, and it will not be possible to talk about high-quality development, let alone to form a global competitiveness.
Brand building is a process that must be experienced, and no one can surpass it.
If we say that the growth of self-owned brands has gone through three stages, first to make products, and then to make good products, then now it is the stage of making good products into brands.
However, it should be pointed out that making a brand is more complicated and difficult than making a product and making a good product. Especially in the context of the world's strong auto brands gathering in the Chinese market and occupying a dominant position, independent brands want to break this The "new embarrassment" is both slow and impatient, and requires a lot of effort in many aspects.
First, we must strengthen key core technology innovation.
Behind the brand is the key core technology.
Only brands that control the key core technologies of the industry can their products be competitive in the market and achieve better and lasting development.
There are many examples of this in the automotive industry. For example, Japan’s Toyota used the research and development and control of key core technologies such as engine electronic injection system, automatic transmission, hybrid power, etc., to create products that lead competitors, and then it is in the process of moving to the international stage. China gradually changed its low-end product image.
Second, we must improve product quality and service quality.
The foundation of a brand is product quality.
Automobiles are not only complicated in design and production, and in a changeable environment, but they are also closely related to human life and safety. It cannot be overemphasized.
As part of after-sales maintenance experience and value enhancement, service quality is also very important.
I remember a famous saying in the automotive industry: "The first car was sold by sales staff, and the second and third cars were sold by after-sales service personnel." It is not hard to imagine that consumers have after-sales service for a bulk commodity of automobiles. How much quality cares.
In addition, we must create a unique and attractive brand culture.
The formation and promotion of a brand cannot be separated from the injection of cultural elements and the nourishment of cultural power.
The higher the cultural content of a brand, the higher its grade and added value.
In a sense, the brand itself is a kind of culture, is a component of social culture, and promotes the development of social culture.
Therefore, in the current building of independent automobile brands, we must attach great importance to the role of culture, and lead and enhance brand power with cultural confidence.
Yang Zhongyang