Why did the self-owned brand not benefit from more Japanese decline?

The market situation of Japanese cars brings room for the development of self-owned brands. However, according to sales data, sales volume of self-owned brands only increased by 7.5% year-on-year in September, which is lower than the sales of German, American, Korean and French cars. Why does the self-owned brand not benefit more from the Japanese decline? It is crucial that the main market coincides with less space.

Judging from the market segments in which the main vehicles are located, Japanese cars are mainly concentrated in the mid-to-high-end market segment. Hot models include the Accord, Camry, Highlander, Teana, Hacker, Qijun, Reiz, and Corolla. In the B-class, SUV and high-end A-class car market, the price range is between 100,000 and 300,000 yuan. The main market for self-owned brands is precisely within 100,000 yuan, and there is not much room for overlap with Japanese cars.

It is not difficult to understand why the U.S. and the Germans have become the biggest "winners." All along, the American and German cars have become more and more intensive in the mid-level and mid-to-high level, especially in the mid-level car market. Volkswagen has included Sagitar, Golf 6, New Bora, New Jetta, New Long Yat, POLO and Octavia etc. Models, and GM also has Excelle, Hideo and Cruze and other models, has become the A-class car market has no shaken two strong pattern. In contrast, in the mid-to-high-end car market, due to pressure from the traditional “Japanese Sanjie”, whether it is Regal, LaCrosse, Mairubao, or the new Magotan, the new Passat and Hao Rui, etc., have all been constrained. The decline in Japanese cars is equivalent to freeing up enough space for these models. This is a major reason for the growth of models in the United States, Germany, South Korea, and France.

How independent brands break through the "ceiling" of the high-end industry has always been a hot topic in the industry. This year, due to the ever-declining market share of independent brands and the increasingly difficult existence, people's attention to the high-end forces of independent brands has dropped sharply, and they have turned to more urgent "survival." From the independent high-end to the survival crisis, under the circumstances of the overall economic downturn and increasing pressure from the auto industry, the status quo of some independent brands is indeed worrying.

However, we must see that there is no way to change the fate of self-owned brands at the low end of the dwelling. With the launch of new Sail, New Jetta, New Santana, and New Elysee models, the low-end market must also be subject to joint venture brands. Bigger impact. Moreover, the cost and price advantages of self-owned brands are no longer obvious. Under such circumstances, it is possible to stand firm in the competition only if we have the courage to make efforts at the high end and continue to increase our own brand price and product strength. Blindly shrinking is a dead end.

Great Wall, Geely, SAIC, and Brilliance are independent brands that have performed relatively well on the market this year. These self-owned brand companies have one thing in common, that is, to the high end. Among them, the Great Wall Haver has a place in the SUV more than 100,000 yuan, in the market segment long-term sales championship position; Geely emgrand EC7's monthly average sales of more than 10,000, in the process of high-end power down the ground, steady and steady After SAIC Roewe 950 was launched, it was also recognized by both the industry and the market, and its sales volume was gradually increasing. And Brilliance backed BMW's "big tree", H530 and V5 also sold well, becoming a bright spot for this year's own brand.

As Yu Bingmin, chairman of Brilliance Group, said, “Jingshui” cannot possibly behave as “river water”. The key is that “well water” has committed “river water”, and can “River Water” have enough brand power and product power to win? Consumer trust and willingness to pay for it?