AutoBeta(AutoBeta.net)07/04 Report--

According to the market share data of major categories of brands released by the Federation of passengers, the cumulative sales of Chinese automobile brands from January to May were 3.1678 million, with a market share of 37.9%, while the cumulative sales of mainstream joint venture brands were 3.968 million, with a market share of 47.4%. In terms of specific departments, the market share of German, Japanese and Korean systems all declined in the first five months of this year, reaching 25.1%, 22.9% and 2.9% respectively. In contrast, independent brands had a market share of 37.9% in the first five months, an increase of 2.1% compared with 2020.

The decline of mainstream joint ventures is obviously in sharp contrast to the growth of independent brands, reflecting that independent brands are constantly eroding the market of joint venture brands and have a certain say in the domestic automobile market. However, recently, Zhu Huarong, chairman of Changan Automobile, said when talking about his own brand, that the brand strength of his own brand is not good, and the biggest challenge is the joint venture brand.

When talking about the dispute over sales, Chairman Zhu said that the challenge for Chinese brands is still joint venture brands, with a price difference of 30% or even 40% for the same type of products, so brand transformation is also a very difficult problem. It's not about who sells first and who sells second.

Earlier, Wang Chuanfu, chairman of BYD, said, "I think the old habit of Chinese people looking down on independent brands should be changed, because we have really changed now, and we have no objection. People buy joint venture brands." but before buying, I hope to have a look at the store of the independent brand, open it, and compare it again. We are working hard and changing. We hope that domestic consumers will take a closer look at our own brands and drive more of our cars. " Wang Chuanfu said that Chinese brands have achieved comprehensive transcendence at the technical level, whether it is styling technology, or the core technology of new energy vehicles such as batteries, motors and electric controls, as well as intelligent technologies such as intelligent Internet connection and intelligent cockpit. it has surpassed the technical level of the joint venture brand and led the development of new energy vehicles around the world.

On the surface, Chinese independent brands do grow rapidly and have the ability to compete with many joint venture brands, but in essence, the fact that Chinese independent brands outperform joint venture brands is not due to product strength or brand strength. From the market point of view, the reason why consumers are willing to choose independent brands is mainly because the price is low. In the same level of products, the price of joint venture brands is higher than that of independent brands, but many consumers pay for the high price of joint venture brands. Because in many people's subconscious, expensive must have expensive value. In this context, many independent brands begin to transform and develop high-end products, with richer configurations and higher prices, but consumers do not recognize the high-end image of their own brands, so they still choose joint venture brands.

At present, the competition in the domestic automobile market is very fierce, and efforts must be made in order to gain a foothold in the fierce competition, but at present, independent brands are also very concerned about the ranking of sales. It is really not necessary who is the first and who is the second. As Zhu Huarong said, the rival of independent brands is the joint venture brand, but itself.

The competitiveness of Chinese brand new energy products is being strengthened, and its share in the domestic market is increasing, but at the same time, it is also faced with the problem that brand recognition is lower than that of joint venture brands and consumer concept has not completely changed. Continuous technological innovation is needed to change consumers' perception of Chinese automobile brands. Of course, independent brands want to be recognized by consumers, not only in technology, but also in brands, services and other aspects, to get rid of consumers' inherent concept of independent brands.

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