· Independent brand breakthrough: products, services are the core

According to data released by the China Association of Automobile Manufacturers recently, in July, the market share of self-owned brand passenger cars and cars fell to 34.55% and 17.65%, respectively, lower than the same period last year. The market share of the self-owned brand sedan fell below 20%, setting a record low since 2009, facing unprecedented challenges and pressures. On August 12th, at the 2014 China Auto Brand Marketing Summit hosted by Phoenix Motors, the guests including the car brands representatives, industry scholars and marketing experts from China's major auto brands expressed their opinions and explored the breakthrough path for Chinese independent brands. There is still an opportunity behind the crisis Dickens's famous saying "This is the best era, and the worst era". This sentence is used to describe the status quo of China's own brands. Under pressure and challenge, it is an unprecedented development opportunity. Zhu Huarong, secretary of the party committee and vice president of Changan Automobile (000625, shares), pointed out that China's own brand is born in a very good era, has been accompanied by the rapid growth of China's auto industry, through the development of nearly ten years, regardless of research and development, investment or basic research Has laid a solid foundation, a considerable part of product quality and service satisfaction even exceed the joint venture. Zhu Huarong elaborated on the sales data of Changan Automobile in the first half of this year. According to reports, from January to July this year, the national automobile sales of 3.3 million vehicles, of which Changan Automobile sales of 1.49 million, an increase of 26%, Changan's own brand car sales reached 735,800, accounting for 55.8%, of which independent brands The sales volume of passenger cars reached 441,000 vehicles, a year-on-year increase of 56%, ranking first in the industry. The overall operation status of Changan Automobile and the operation status of its own brands have been greatly improved. Jiang Aiqun, spokesperson of Changan Automobile and director of the brand public relations department, said that over the years, Chinese brands have grown from scratch, from small to large, and their progress is very obvious. Despite the recent decline in the 10-month market share, the total is actually increasing. In the face of the slowdown in growth, the entire self-owned brands are working hard and are undergoing scientific and rational adjustments. In the future development, the competition in the automotive field will inevitably become more intense, and the competition is just the driving force for the continuous growth of China's own brands. Zeng Yehui, deputy general manager of GAC Gio Sales Co., said that it is not necessarily a good thing to never catch a cold. The challenges and challenges facing China's own brands can make their own brands develop more stable, more serious and more solid in the future. Xu Changming, director of the Information Resource Development Department of the National Information Center, believes that China's own brands will have broad market development prospects, and there may be 6 or 7 independent brands to break through. First of all, China's domestic market will continue to develop at an average annual rate of 10% in the next decade. Secondly, from the perspective of the international market, the automobile export situation in recent years is very good. Third, after nearly a decade of development of China's independent brands, It has already had a competitive advantage in research and development, talents, and capital. Breakthrough Core: Products and Services When it comes to how Chinese auto brands break out, almost all the speakers talked about products and services. Zhu Huarong believes that the main reason why consumers do not buy their own brands is that the products cannot be used. The core of the core of Chinese automobile brands is to create classic products and enhance product strength. The so-called product is a comprehensive evaluation of a number of factors and a number of indicators. Product differentiation strategy is particularly important. Only by finding accurate product positioning, market awareness and high-quality products will be recognized by users. Xu Changming believes that product upgrades must follow a gradual approach and cannot blindly sprint high-end products. Huang Huaqiong, assistant general manager of Chery Automobile and general manager of marketing company, believes that improving service capabilities on the basis of providing good product quality is the core of independent brands. Innovative marketing model to build brand reputation In addition to products and services as the core, another consensus reached by the guests is that Chinese car brands also need innovative marketing models. In the past few years, China's auto market has developed rapidly, and the auto marketing approach has shifted from the initial single-market marketing to compound marketing. Zhang Hongzhong, an associate professor of brand management at Beijing Normal University, pointed out that the low-end stereotypes of consumers' brands on Chinese brands have hindered their understanding of the characteristics of independent brand technology and cost-effective advantages. In particular, it is necessary to reflect that the advertising and public relations marketing systems used by independent brands are dominated by foreign brand logic. Under this logic, it is impossible to create a high-quality brand image. Xu Jin, vice president of Phoenix New Media, believes that the current marketing has moved from a single hard-wide marketing, simple information or brand advocacy to a people-oriented, consumer interaction and fission, playing the role of participants and collaborators. How to let Chinese consumers gradually build a goodwill, trust and even a brand use habit of China's own brands, and take pride in driving their own brands is the current Chinese independent brands in the marketing promotion, brand construction must work hard. Fortunately, independent brands that have been seeking innovation breakouts seem to have smelled this breath. GAC Gonow proposed a response to “innovation, consolidation, borrowing, sinking, appealing”. According to Zeng Yehui, GAC Gonow has launched a 7-day unreasonable service and free lifetime maintenance service. Since the unrequited car-free activity last 7 days last year, only a few consumers have retired.

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