AutoBeta(AutoBeta.net)05/22 Report--

In the past two decades, with the rapid development of domestic brands, more and more consumers have chosen independent brand models, and the market share has reached a new high. However, with the dual impact of the declining car market and the epidemic, the proportion of independent brands has declined significantly. Zhu Huarong, a deputy to the National people's Congress and president of Changan Automobile, said a few days ago that he advocated public figures to give priority to buying domestic cars.

According to the China Automobile Association, sales of self-branded passenger cars in China in April were 532000, down 9.4% from the same period last year, and the market share was only 34.6%. Although it is only 2.6% lower than the same period last year, this has become the lowest monthly level since July 2014. compared with 39.2% market share in 2019, there are signs of a big decline.

In this regard, Zhu Huarong, deputy to the National people's Congress and president of Changan Automobile, believes that there is a big gap between the brand power of Chinese brands and joint venture brands, and there is an urgent need to quickly improve the brand strength of Chinese brands.

This is also true according to the performance of domestic independent brands in the past decade, with a peak of 45.6% in 2010, which declined in the following years and rebounded from 38.44% in 2014. It remained above 40% from 2015 to 2018 and began to fall below 40% in 2019.

According to the performance of this set of data, the current decline in market share is not caused by poor independent brands. after all, the market share of domestic independent brands has exceeded 40% in previous years, which means that in the automobile market in previous years, domestic independent brands already have a certain strength to compete head-on with the current mainstream multinational car companies, and can still maintain a high market share in that environment. It shows that domestic brands have reached the level recognized by consumers.

However, when the domestic market achieved sales growth in the last year in 2017, sales declined for two consecutive years compared with the same period last year, leading to obvious changes in the domestic auto market, and independent brands continued to decline in 2019. Joint venture brands have achieved rapid growth, especially German and Japanese brands, both of which have reached more than 20%. In addition, under the impact of this year's epidemic, the market share of independent brands has shrunk to 34.6%, which can be said to have changed quite obviously.

Therefore, Zhu Huarong suggested: advocate leading cadres, public servants and public figures to give priority to the use and purchase of Chinese brand cars; show more Chinese automobile brand image at the level of large-scale events or state behavior; and heavyweight media guidance, help Chinese automobile brands to improve, improve the network management mechanism, and jointly shape the public opinion environment of the industry.

As for the changes in the data, it is also easy to understand why Zhu Huarong put forward such a suggestion. With the gradual increase in the level of domestic consumption, consumers' pursuit of automobile consumption is also gradually expanding. It is already obvious that luxury brands have often stepped out of the trend of growth in the past two years. At the same time, with the trend that the domestic automobile market has moved from a fast-growing market to a stock market, it also shows that consumption upgrading is intensifying, which also makes the sales of domestic brands other than high-end brands declining. And since the impact of the epidemic this year, consumers who are not affected by the epidemic are mostly consumers who can resist risks, so it is inevitable to choose high-end brands.

In this regard, the call can also enable domestic brands to achieve growth in the domestic market position, so as to improve consumers' views on independent brands.

Of course, after the rapid popularization of the market, independent brands have developed in the direction of high quality, but compared with the reputation of multinational car companies, it still takes time to precipitate. After all, compared with multinational car companies, the development time of independent brands is still relatively short. And in the view of netizens, market consumption should still be fair competition, not moral kidnapping, in order to achieve rational consumption. This can also enable independent brands to maintain the pursuit of "not to be left behind" to achieve quality improvement.

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