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When the domestic automobile market enters the environment of stock competition, the brand of automobile enterprises also appears obvious differentiation. Experiencing the trend of "low before high" throughout 2020, it further threatens the survival status of weak brands. From the perspective of industry pattern, the concentration of the market is constantly increasing.

A few days ago, the China Association of Automobile Manufacturers released the latest issue of the "passenger car market share" report, China's January passenger car market trend of various car brands has also been officially confirmed. From the comparison of the market share of each major vehicle series, it can be seen that the sales volume of Chinese brand passenger cars is still the highest, and the market share has also increased significantly. The joint venture brands, whether German or Japanese, have all declined, while the French brands are almost "declining".

According to the data of China Automobile Association, in January, the production and sales of automobiles in the domestic automobile market completed 2.388 million and 2.503 million respectively, with a year-on-year growth of 34.6% and 29.5% respectively and a month-on-month decrease of 15.9% and 11.6% respectively. Although it achieved a substantial year-on-year growth, it failed to continue the strong trend in December, mainly due to the insufficient supply of automobile chips affecting the production rhythm of automobile enterprises.

Independent brand growth

In terms of self-owned brand passenger cars, the sales volume of self-owned brand passenger cars in January totaled 867,000, an increase of 42.6% year-on-year, which was significantly higher than the industry level. It accounted for 42.4% of total passenger car sales, up 4.7 percentage points year-on-year.

This is mainly reflected in the same period last year January is the Spring Festival holiday, coupled with the impact of the epidemic situation, the base level is relatively low, so that the overall growth of independent automobile enterprises, and the head model growth trend is more obvious. Among them, Chang 'an Automobile, Great Wall Automobile, BYD and Geely Automobile and other brands, after a number of products launched, get better market response, so that the brand to achieve double growth, further push up the market share of independent brands.

Specifically speaking, Chang 'an rose 96.7% year-on-year in January, which is the automobile enterprise with the largest growth range in the whole list. At the same time, it also surpassed Geely and ranked first among independent automobile enterprises. Thanks to Chang' an CS75 family, the retail sales volume of Chang 'an CS75 reached 41600 vehicles; and Great Wall Motor increased by 73% year-on-year. Haval, Great Wall pickup truck, Euler and WEY four brands not only ushered in the opening, the newly launched products such as big dog, first love, tank 300 and other "models have become" online red "revealed explosive models; and BYD Han models in the new energy market continues to climb.

In this environment, Geely Automobile, which has always been its own head, has slipped to the third place. Compared with Chang 'an and Great Wall, Geely's growth rate has obviously slowed down. This is also the first time in recent years that Chang' an has surpassed Geely Automobile and become a brand-new monthly sales champion, which has virtually given Geely a lot of pressure.

In contrast, although SAIC, FAW, Dongfeng and GAC have increased, they only maintain stable or below market level performance. Among them, SAIC Group benefited from SAIC Wuling Hongguang MINI and Wuling Kaijie and other new models, supporting a certain growth, but still lost the market. Backward brands, such as Zhongtai Automobile, Lifan Automobile, Beiqi Magic Speed, Cheetah Automobile, Changhe Automobile, etc., are in business difficulties, sales volume has dropped sharply or even stopped production, struggling on the edge of life and death elimination.

This also shows that more than 100 independent automobile enterprises owned by China have been marginalized by the market and entered the moment of survival in the process of moving from the incremental era to the road of high-quality development. At the same time, it has accelerated the merger and reorganization of China's automobile industry, while the epidemic accelerated the elimination of independent automobile enterprises.

German system overtakes Japanese system again

German Japanese benefited from the continued market heat, maintaining a relatively stable market share in January, reflecting the strong position of the head mainstream brand, but declined year-on-year. This is also because German brands led by Volkswagen suffered a significant decline in production and sales due to insufficient supply of automobile chips in China in January this year.

Since the end of last year, the production lines of some models of FAW-Volkswagen and SAIC-Volkswagen, two joint ventures of Volkswagen, have been discontinued. Although Volkswagen said the impact of the shutdown due to chips was small, recently Stephan Wollenstein, CEO of Volkswagen Group China, said the company lost tens of thousands of sales in China last December due to a global shortage of chip supply affecting its production, and the chip shortage remains unresolved, as it did in January.

It's not just Volkswagen brands, but some car companies, including Ford, Toyota and Nissan, have said they were forced to cut domestic production in December because of a chip shortage, which is one of the reasons for the decline in joint venture brands.

In this environment, Japanese brands once again exceeded German brands. Data show that German brands accounted for 22% in January, while Japanese brands accounted for 22.3%, significantly higher than German brands. It is worth noting that this is German brand after October last year, lower than Japanese brand again, this also reflects the current Japanese brand advantage is more and more obvious, has realized and German brand competition.

However, German brands led by BBA still maintain an obvious growth trend. With the expansion of domestic demand for high-end exchange, the market share of German luxury brands in China will continue to increase.

Korean brand "depression"

Now in China's legal brand, or has come to the point of "life hanging on the line". According to the report of China Automobile Association, the market share of French brands in China in January was only 0.3%, which has remained less than 1% for two consecutive years. This is undoubtedly a heavy blow to French brands.

Although the French brand has repeatedly stressed that it will not withdraw from the Chinese market, PSA Group and FCA Group merged to form a new company before, and promised to re-examine the layout of the Chinese market, but from the current performance point of view, it is really difficult for the French brand to realize the increase of market share.

From the analysis of market share of each department, we can also predict the market trend of each brand. Under the market environment of stock competition, brand differentiation is more obvious. German and Japanese brands still have growth momentum, but they are affected by certain market factors at present. From the industry pattern, the concentration of the market is constantly improving, and weak brands are facing elimination.

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