The high growth rate of 30% in the SUV market has made automakers rush. Last week, including SAIC Ruijue, Beiqi Sic Bo X65, Zhengzhou Nissan, Dongfeng Fengdu MX6 and GAC Toyota Highlander, several SUVs entered the market, of which the majority of their own brands. At this point, domestic mainstream independent brands have been deployed in the SUV market.
When the joint venture brand wins the market, most of the independent brands such as BYD, Chery and Changan also get a share. Among them, the Great Wall is far ahead, and its Haval H6 ranks first in the SUV sales with a monthly sales of 30,000 units. In the terminal market, many independent brands have increased their prices at the initial stage of listing, and the price has been firm for a long time. Obviously, in the fierce competition of the SUV market, independent brands have already gained a place.
While applauding for our own brands, we need to be wary of how our own brands can avoid the ruin of the market. From the current situation, the joint venture independent brand enjoys a 30% high growth market dividend at the same time. The joint venture brand has a high price in the A-grade SUV market, and the independent brand has not encountered the pressure of the joint venture brand price similar to the A-class sedan market. The SUV market is only a microcosm of the Chinese auto market, and long-term high-speed growth is not sustainable. After the growth slows down, the market dividends will withdraw, and where will the independent brands go? The author believes that independent brands must compete with the joint venture brand to fight the courtesy, and must do the following.
First of all, in the case of rapid market development, seize the market growth point and form differential competition. Different vendors have different opinions based on different pre-judgments to the market. SAIC believes that miniaturization and high performance are breakthroughs, and BAIC believes that turbocharging is a market growth point. In this regard, Changan’s fashion route and the quality route of the Great Wall have achieved certain results and are worth learning from other independent brands.
Second, lead the market consumption, not to follow the market. Self-owned brands should pay attention to the preliminary research and forward-looking technical research, and predict the future consumption of the automobile market in advance, and strive to be the market leader.
At the same time, and at the same time, the most important thing is to strengthen R&D and get rid of the low level of imitation. R&D capability is a common shortcoming of independent brands, forming its own core competitiveness in key areas, and thus it is possible to highlight the long-term fierce competition.
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