The high-end market is the hometown of domestic auto brands.
Over the past few years, domestic car companies such as Chery, Geely, BYD, Chang'an, and Hafei have been on the road to high-end brand development.
In recent days, Chery’s Ruiqi brand dealers have retreated frequently. This undoubtedly shows that Chery’s high-end road suffered a staged failure. Here, we can't help but ask how the domestic high-end road of independent brands should proceed.
The start of the game has a bleak ending. "The G5 car in our shop can offer a discount of around 20,000 yuan. After digesting this batch of stocks, our shop will not be a Ruiqi brand." A Ruiqi 4S shop sales consultant in Shanghai made the author Expression. This is the second distributor in Shanghai who has seen the Ruiqi brand in the last month.
In fact, this situation is not unique to Shanghai. According to incomplete statistics, in July, there were more than a dozen dealers of Ruijing who had gone offline. This scene is inevitably somewhat sad.
8 minutes 56 seconds 81, this is two years ago Ruiqi G5 Challenge Germany's Nurburgring track results. As a high-end brand of Chery, Rui Wei became the first person to show its own technology on the international brand. This is a very good walk. It is also very "tuned." The performance of the G5 also inspired the people of the country. We also believe that Rui Qi’s market path has reason to go well. At the subsequent Beijing Auto Show (microblogging), the endorsement of Mr. Messi, the world's footballer, made Ruiqi brand earn the "eyeball." As far as marketing is concerned, Ruiqi brand is still quite successful in its initial stage. However, the problems have followed, too high pricing, incomplete after-sales service, and lack of high-end brand power, making the Ruiqi brand's market sales very bleak. Ruiqi brand dealers, after a year of paralysis, finally decided to withdraw from the net. This also equates to the announcement of the staged failure of Chery’s high-end road.
Companies such as BYD, Great Wall, and Hafei are also full of confidence and passion for entering the high-end market, but the same road goes hard.
The current situation of “closed doors†is worrying. On the road to high-end impact, domestic car companies such as Chery, BYD, and Chang’an and Hafei have adopted completely independent R&D models and “closed doors†to make their current situation worrying.
When the independent brands are creating high-end brands, there is an enthusiasm but no long-term planning and long-term patience is a major cause. The author once participated in the debut and test of Chery's G5 at the Nürburgring in October 2009. At that time, the performance of G5 turned the eyes of many domestic media, and the brand awareness of Ruiqi was once soaring. Chery Automobile set the goal of selling 50,000 G5 cars in 2010. Due to the relatively weak brand, G5 sales have been sluggish. Chery’s sales of Chery’s products were subsequently launched by Raychem’s low-end, low-emission vehicles M1 and X1. Although sales have risen in the short-term, brand influence has declined rapidly. The "drinking and thirst-quenching" approach made Rui Qi's mid-to-high end road go harder and harder.
Technology, or technology! The lack of technology allows the self-owned brand to be less emboldened. At present, the mainstream model of the joint venture brand, the powertrain has basically completed the upgrade of turbocharged and dual clutch transmissions. Real-time navigation, adaptive cruise system, downhill assist system, lane departure warning system, etc. are also equipped one after another. On the other hand, there is still no "one stroke" technology for self-owned brands. The focus of publicity has always been on the comfort of navigation, leather seats, etc. BYD's S8 convertible sports car even reported that it was impossible to close the roof. How could such quality make consumers irritated?
In addition, consumers who purchase mid-to-high-class cars are pursuing the taste of life and want to get extra services beyond car purchases, such as participating in golf tournaments organized by enterprises. In this regard, Chery and BYD, who have long fought in second-tier and third-tier cities, have not yet had a good marketing strategy.
“Taking on theism†has little success When Shanghai’s autos and Geely’s automakers chose to “take the doctrine†when some of their own brands were hitting the mid-to-high end market with a “closed door†approach, they went faster and faster on this road.
Shanghai Automotive acquired the British Rover brand in September 2006 and established a European R&D center. After that, Shanghai Automotive's Roewe (Weibo) and MG (microblogging) brand products were created by European teams. Through the acquisition of mature technology, Shanghai Automotive has taken the road of integrating independent innovation. At the end of 2006, SAIC Motors launched the first self-owned high-end car Roewe 750. Due to its “loyalty to the originalâ€, the 750 was old-fashioned and did not gain market acclaim. Shanghai Automotive then conducted extensive research on the Chinese market, followed by the launch of the second self-owned branded Roewe 550, which was well received by the industry and the market.
In addition, Shanghai Automotive's marketing also has its own characteristics. For example, the cool running competition and design competition for the MG brand attracted many young consumers. In terms of sales volume, SAIC Motor started from more than 10,000 vehicles in 2008, 90,000 vehicles in 2009, and 160,000 vehicles last year. The development momentum is very good, and it is expected to exceed 200,000 vehicles this year. Shanghai Automotive, which already has a place in the mid-size car market, has a promising future. In 2009, BAIC Group also obtained certain technical advantages through the acquisition of several models of the Saab brand. In the future, Beiqi’s own brand passenger cars will introduce more than 20 new models on the 9 platforms.
Geely Automobile, which used to be a self-owned brand, is now moving faster. Last year, Geely Automobile took Volvo's branded technology together, completing a giant jump on the shoulders of giants. In this acquisition battle, the brand image of Geely Group has also been greatly improved. At this time, Geely Automobile said that "the future will launch Imperial high-end models," sounds quite emboldened.
The technology brand must first go to other hills and can attack jade. The experience of multinational car companies in upgrading their brands and impacting mid-to-high-end markets may give us some reference.
Technological advancement is one of the paths for many international high-end brands to succeed.
Any car brand building requires long-term accumulation. Toyota Motor Corporation introduced the first-generation Corolla in 1966. It did not launch Camry until 1983. During this period, it experienced nearly 20 years of accumulated technology and experience before it completed the successful leap from A-Class to B-Class. In the same year, Toyota’s high-end brand, Lexus, was formally established, but it wasn’t until 1999 that Lexus was able to stand in the North American market and become a luxury brand that is synonymous with Mercedes-Benz’s BMW. For more than ten years, technology accumulation is Toyota's most accomplished thing.
During the period, apart from continuing the research and development of new technologies, Toyota also established several testing grounds for the collection and research of basic data, including collision tests and materials engineering, and set up an independent research company for consumption. Habit to study. In the seventies of last century, Toyota had already begun the study of vehicle collisions. It is precisely because of this series of solid foundations that Toyota is able to play a role in the development of follow-up models, and has unique insights on the needs of high-end users.
Honda and its subsidiaries, Yingge, Nissan and Infiniti, their development paths are similar to those of Toyota.
There may be a way out for the brand first. GM's high-end brand Cadillac is a good example. Although Cadillac's Polaris series engines have outstanding performance, they are also regarded as the top ten engines in the world, but this is not for everyone to talk about. People's understanding of Cadillac comes more from its President No. 1 - American President's car. In addition, Cadillac always likes to push its own products to the screen. In the American blockbusters of the 1990s, you can always see its majestic majesty. It is with a lot of upfront preparation that Cadillac can quickly establish a high-end brand image in the local market when it advances to markets outside the United States.
Over the past few years, domestic car companies such as Chery, Geely, BYD, Chang'an, and Hafei have been on the road to high-end brand development.
In recent days, Chery’s Ruiqi brand dealers have retreated frequently. This undoubtedly shows that Chery’s high-end road suffered a staged failure. Here, we can't help but ask how the domestic high-end road of independent brands should proceed.
The start of the game has a bleak ending. "The G5 car in our shop can offer a discount of around 20,000 yuan. After digesting this batch of stocks, our shop will not be a Ruiqi brand." A Ruiqi 4S shop sales consultant in Shanghai made the author Expression. This is the second distributor in Shanghai who has seen the Ruiqi brand in the last month.
In fact, this situation is not unique to Shanghai. According to incomplete statistics, in July, there were more than a dozen dealers of Ruijing who had gone offline. This scene is inevitably somewhat sad.
8 minutes 56 seconds 81, this is two years ago Ruiqi G5 Challenge Germany's Nurburgring track results. As a high-end brand of Chery, Rui Wei became the first person to show its own technology on the international brand. This is a very good walk. It is also very "tuned." The performance of the G5 also inspired the people of the country. We also believe that Rui Qi’s market path has reason to go well. At the subsequent Beijing Auto Show (microblogging), the endorsement of Mr. Messi, the world's footballer, made Ruiqi brand earn the "eyeball." As far as marketing is concerned, Ruiqi brand is still quite successful in its initial stage. However, the problems have followed, too high pricing, incomplete after-sales service, and lack of high-end brand power, making the Ruiqi brand's market sales very bleak. Ruiqi brand dealers, after a year of paralysis, finally decided to withdraw from the net. This also equates to the announcement of the staged failure of Chery’s high-end road.
Companies such as BYD, Great Wall, and Hafei are also full of confidence and passion for entering the high-end market, but the same road goes hard.
The current situation of “closed doors†is worrying. On the road to high-end impact, domestic car companies such as Chery, BYD, and Chang’an and Hafei have adopted completely independent R&D models and “closed doors†to make their current situation worrying.
When the independent brands are creating high-end brands, there is an enthusiasm but no long-term planning and long-term patience is a major cause. The author once participated in the debut and test of Chery's G5 at the Nürburgring in October 2009. At that time, the performance of G5 turned the eyes of many domestic media, and the brand awareness of Ruiqi was once soaring. Chery Automobile set the goal of selling 50,000 G5 cars in 2010. Due to the relatively weak brand, G5 sales have been sluggish. Chery’s sales of Chery’s products were subsequently launched by Raychem’s low-end, low-emission vehicles M1 and X1. Although sales have risen in the short-term, brand influence has declined rapidly. The "drinking and thirst-quenching" approach made Rui Qi's mid-to-high end road go harder and harder.
Technology, or technology! The lack of technology allows the self-owned brand to be less emboldened. At present, the mainstream model of the joint venture brand, the powertrain has basically completed the upgrade of turbocharged and dual clutch transmissions. Real-time navigation, adaptive cruise system, downhill assist system, lane departure warning system, etc. are also equipped one after another. On the other hand, there is still no "one stroke" technology for self-owned brands. The focus of publicity has always been on the comfort of navigation, leather seats, etc. BYD's S8 convertible sports car even reported that it was impossible to close the roof. How could such quality make consumers irritated?
In addition, consumers who purchase mid-to-high-class cars are pursuing the taste of life and want to get extra services beyond car purchases, such as participating in golf tournaments organized by enterprises. In this regard, Chery and BYD, who have long fought in second-tier and third-tier cities, have not yet had a good marketing strategy.
“Taking on theism†has little success When Shanghai’s autos and Geely’s automakers chose to “take the doctrine†when some of their own brands were hitting the mid-to-high end market with a “closed door†approach, they went faster and faster on this road.
Shanghai Automotive acquired the British Rover brand in September 2006 and established a European R&D center. After that, Shanghai Automotive's Roewe (Weibo) and MG (microblogging) brand products were created by European teams. Through the acquisition of mature technology, Shanghai Automotive has taken the road of integrating independent innovation. At the end of 2006, SAIC Motors launched the first self-owned high-end car Roewe 750. Due to its “loyalty to the originalâ€, the 750 was old-fashioned and did not gain market acclaim. Shanghai Automotive then conducted extensive research on the Chinese market, followed by the launch of the second self-owned branded Roewe 550, which was well received by the industry and the market.
In addition, Shanghai Automotive's marketing also has its own characteristics. For example, the cool running competition and design competition for the MG brand attracted many young consumers. In terms of sales volume, SAIC Motor started from more than 10,000 vehicles in 2008, 90,000 vehicles in 2009, and 160,000 vehicles last year. The development momentum is very good, and it is expected to exceed 200,000 vehicles this year. Shanghai Automotive, which already has a place in the mid-size car market, has a promising future. In 2009, BAIC Group also obtained certain technical advantages through the acquisition of several models of the Saab brand. In the future, Beiqi’s own brand passenger cars will introduce more than 20 new models on the 9 platforms.
Geely Automobile, which used to be a self-owned brand, is now moving faster. Last year, Geely Automobile took Volvo's branded technology together, completing a giant jump on the shoulders of giants. In this acquisition battle, the brand image of Geely Group has also been greatly improved. At this time, Geely Automobile said that "the future will launch Imperial high-end models," sounds quite emboldened.
The technology brand must first go to other hills and can attack jade. The experience of multinational car companies in upgrading their brands and impacting mid-to-high-end markets may give us some reference.
Technological advancement is one of the paths for many international high-end brands to succeed.
Any car brand building requires long-term accumulation. Toyota Motor Corporation introduced the first-generation Corolla in 1966. It did not launch Camry until 1983. During this period, it experienced nearly 20 years of accumulated technology and experience before it completed the successful leap from A-Class to B-Class. In the same year, Toyota’s high-end brand, Lexus, was formally established, but it wasn’t until 1999 that Lexus was able to stand in the North American market and become a luxury brand that is synonymous with Mercedes-Benz’s BMW. For more than ten years, technology accumulation is Toyota's most accomplished thing.
During the period, apart from continuing the research and development of new technologies, Toyota also established several testing grounds for the collection and research of basic data, including collision tests and materials engineering, and set up an independent research company for consumption. Habit to study. In the seventies of last century, Toyota had already begun the study of vehicle collisions. It is precisely because of this series of solid foundations that Toyota is able to play a role in the development of follow-up models, and has unique insights on the needs of high-end users.
Honda and its subsidiaries, Yingge, Nissan and Infiniti, their development paths are similar to those of Toyota.
There may be a way out for the brand first. GM's high-end brand Cadillac is a good example. Although Cadillac's Polaris series engines have outstanding performance, they are also regarded as the top ten engines in the world, but this is not for everyone to talk about. People's understanding of Cadillac comes more from its President No. 1 - American President's car. In addition, Cadillac always likes to push its own products to the screen. In the American blockbusters of the 1990s, you can always see its majestic majesty. It is with a lot of upfront preparation that Cadillac can quickly establish a high-end brand image in the local market when it advances to markets outside the United States.
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