Although the development of self-owned brands is facing problems, however, in the eyes of Chinese autos who have gone through a 30-year joint venture, although there are many unfavorable factors, some may even become more serious, the development of self-owned brands is still relatively Good opportunity.
In the eyes of Xu Changming, director of the Information Resource Development Department of the National Information Center, the domestic auto market still has a period of rapid growth of over 10 years. There is still about 10% growth rate in China for about 10 years, which provides a very good market opportunity for the development of independent brands.
Opportunities are still there. What should we do?
Clearly define the independent strategy and evaluation system “What is the way to change the situation of self-owned brands? First, we need our government, auto companies, relevant financial business research, media and all sectors to work together in a concerted effort.†Former chairman and general manager of China National Automotive Industry Corporation Li Gang is an old car man who has grown up with the Chinese auto industry for 60 years. To say that, it should be the result of his observation and practice in his 60-year career.
According to his understanding, the development of self-owned brands is first and foremost driven by the government. However, where should the government's driving force be? What should be its focus? Li Gang believes that, in short, reforming the current system of more than a dozen departments to implement management of the automotive industry; It clearly defines the automobile's goal of transforming the structure of the national economy, promoting domestic demand, and expanding exports. The reform of government functions will follow the direction of the company's development. It will also optimize the operating environment of independent innovation companies and introduce appropriate supporting policies, such as dredging local governments. The separation of vested interests between ownership systems promotes cooperation, mergers and acquisitions among enterprises, and promotes cooperative alliances between entire vehicles and parts and components companies.
Rong Huikang, former deputy chief engineer of China FAW Group and former deputy secretary-general of China Automobile Industry Association, is a veteran of the automotive industry in China as well as Li Gang. He believes that the joint venture between South Korea and Japan was only 13 years in history. After 13 years, Korea’s own brand went up. Why? This is a reflection of the autonomous thinking from the central government to the local government, from the government to the company, and technical personnel. In Rong Huikang's eyes, autonomous thinking is not that simple. It should be from the central government to the local government, technical personnel, and enterprises must implement this independent thinking. How do independent thoughts come from? Or in the government, the government has a great responsibility.
For today's Autobots and Wang Delong, assistant president of Anhui Jianghuai Automobile Group Co., Ltd., the preconditions for strengthening independent brands should be more specific, innovating and improving the automotive certification and standard system, and establishing a domestic independent evaluation system. Automotive products must undergo a variety of rigorous tests and certifications in order to better improve quality and shorten the gap between products and strong automobile products. This is an important way to promote the development of independent brands.
What are the basic skills that companies should have to build their own brands with positive development capabilities?
In Li Gang's view, self-owned brands should have strong positive development capabilities and should have sufficient funds for development; there should be an accurate strategy for selecting and developing models for entering the market; establishing a complete, comprehensive, efficient, and high-quality management system. Why, in the enterprise, this is a matter of thousands of people. It should be everyone's responsibility and should not be able to cause problems at a certain point in a person.
In the understanding of Lian Gang, vice president of China Chang'an Auto Group Co., Ltd., the answer to how local Chinese companies break through is to use their joint ventures to earn their own profits, and to establish their own core competencies is actually the ability to independently innovate. Create classic products of Chinese brands and improve the control of the industry.
Similar to Chang'an, Chery completed almost all of the target transformation path measures and basic work in 2010. Liu Zhijia, assistant to the general manager of Chery Automobile Co., Ltd., introduced that at this time, the company proposed a formal transition. Its main goal is independent innovation to system innovation. In order to make a comprehensive change, we must create a company with international processes and an international management and development process system. The products we must do must be based on this system.
What kind of car do we want to build? Liu Zhijia believes that it is not a car that can make affordable people. It should be a made car. It can be a car that can compete with a joint venture. You have to have a profit at a price. If you sell cars to countries in the world, if you can't sell them to countries in the world, your brand can only be a small brand or a general brand. Only by becoming a world brand, can a Chinese car be bigger and stronger, and China’s Car dreams can only be realized. China's car safety can be guaranteed.
Among a large number of independent brand manufacturers, Geely may be considered as an alien because it has a digestive reflection on the successful acquisition and acquisition of Volvo. Zhang Aiqun, senior vice president of Zhejiang Geely Holding Group Co., Ltd., frankly stated that Geely’s successful overseas acquisition has realized the ability to systematically learn the successful operation of internationally successful international auto companies, making full use of global capital, global technology, global talent, and global markets. Resources have helped Geely to improve on a complete system of technology research and development, quality management, supply chain management, brand building and after-sales service.
Not open around the government support and procurement <br> <br> government procurement practices, purchasing and consumption patterns are a strong demonstration of the whole society, guiding and stimulating role. Liu Yali, president of the “Government Procurement Informationâ€, observes the association between self-owned brands and government purchases. Liu Yali believes that due to the public nature of funding sources and the public nature of the use of purchased products, government procurement should have some rules, and some procedures embody policy-oriented and policy functions. When purchasing a car, you should buy your own brand. This is a guiding role.
In the concept of Li Gang, the old automaker, the government should justly face the friends at home and abroad and implement government procurement for independent brands. "The United States has a government law. The government wants to buy American goods. Why can't China engage in a law to buy Chinese goods?" Li Gang thinks this is reasonable and legal.
In fact, it is a common practice for all countries to support their own independent brands. It is not inconsistent with the WTO and government procurement agreements. In the United States, Germany, South Korea, Japan, and other developed countries, the use of domestic cars by government departments and government officials, including the country’s president, prime minister, and government officials, is used by developing countries such as India. If your company can use its own funds to purchase luxury brands, individuals can also purchase luxury brands. However, because of the public nature of funds, due to the public nature of the use, the government should purchase its own brand.
What is gratifying is that the news of the Minister of Foreign Affairs in the first half of this year passing the red flag H7 sent a positive signal to the government procurement of independent brands.
But there are also people who are not so happy. A high-level person from GAC introduced that the company is doing the demonstration operation of energy-saving and new energy vehicles, 200 energy-saving new energy vehicles are put out, 100 are used internally by the company, and 100 are used by the government. The government actually has such a voice. Isn't it just for us to experiment?