Fu Hui: Independent Development of Three Models Changan Choice Original

The brand is becoming a turning point for Chinese local autos.

On October 31, 2010, Changan Automobile released a new brand strategy. According to its announcement, Changan Automobile has made new plans for corporate brands, mainstream passenger vehicle brands, commercial vehicle brands, and public welfare brands. This is another Chinese local car manufacturer to sort out the brand.

In terms of time, from the 1990s to the present, the market participation of Chinese automakers has focused on products. After more than a decade of competition, Chinese domestic automakers have begun to restructure the brand, which gradually returns to the core of market competition. As management master Tom Peters said, the brand is the essence of competition. Only brands can establish real competition rules. Changle Automobile Chairman Xu Liuping said at the brand strategy launching ceremony: "The new brand strategy is a precise embodiment of Changan's 'technological innovation, caring for the eternal' corporate brand core values."

As an important role for China's domestic vehicle manufacturers, Changan Automobile has achieved important expansion through the consolidation of resources in the near future. The Hafei and Changhe vehicles were incorporated into the Chang'an system, and a joint venture with the French symbol Citroen was realized. In addition, Changan Automobile also established joint ventures with Suzuki and Ford. This status quo determines that it must have new plans for the brand. The new brand strategy puts its own brand in a prominent position. It can be said that this is the beginning of the transformation of the entire Changan Automobile business philosophy.

The competition in China's auto market has made Chinese automakers face increasing pressure. Since June 2010, although the sales volume of the entire market has continued to increase substantially, the competitive environment of independent brands has undergone tremendous changes. The increasing number of joint-venture products at the level has entered the consumer sector, squeezing the market space of independent brands, and the importance of the brand to Chinese domestic automakers has leapt to the table in a cruel manner.

To become a competitive vehicle manufacturer, you must have enough competitive brands. This is also an important part of China's auto industry to achieve industrial upgrading. Chinese manufacturing has helped China's auto companies establish influence in the world, but the gold content is too low, and the shortcomings are increasingly evident. The emergence of Chinese brands can not be delayed.

Compared with the development history of GM, Ford, Volkswagen, Toyota and other multinational auto manufacturers, they have all experienced the transition from products to brands. During the period, products and brands were kept in line with market demand, while others were gradually eliminated from the market. Since its inception, the number of companies and brands that have been eliminated worldwide has exceeded 6,000.

Xu Liuping also has a clear understanding of this: “The brand is the soul of the company, the bearing and expression of the company’s core values, and the bridge between the company and the consumers.” Based on this, in 2009, Changan Automobile proposed to create a “world class "Automobile company" plan. This vision makes Changan Automobile must reorganize its brand. "The core value of the Changan brand is the eternal innovation and love of technology, and the new brand strategy is also a sign of Chang'an's corporate strategic blueprint for the future."

In specific market segments, Chinese domestic vehicle manufacturers have become an important force in the market of 100,000 yuan or less. Changan Automobile has achieved a certain market share through products targeting segmented markets. However, in the market above this level, Chinese domestic vehicle manufacturers rarely win. This kind of situation brings about diversification of thinking about Chinese auto brands.

There are roughly three modes for the development of China's own brands, one is the imitation mode that some companies are still practicing, one is the integration mode, and the other is the original mode of the local community. Which model is the most competitive still needs time to test. More importantly, every company should choose its own model. In this process, Changan Automobile chose the third mode. Matching this choice, Changan Automobile has simultaneously launched a new brand strategy plan.

Changan Automobile, which is the first camp of its own brand, has released the “T138” leading development strategy. It plans to achieve the target of 3 million, 4.5 million and 6 million vehicles for production and sales in 2012, 2015 and 2020, respectively. For such plans, Xu Liuping and Changan Automobile's judgment is that an important path for the successful development of the automotive industry is to develop along the path of low cost, good quality, and stylish trinity. "Who can do these three things well, it can become a new giant in the automotive industry."

In the formation of the new brand strategy, Changan Automobile will carry out product layout in the high-end products of its own brand. According to the information released by the vehicle manufacturer, its high-end products that surpass the current level will be launched in 2011. As for what its B-level and above products are, Changan Automobile did not disclose it.

However, it is certain that Chinese domestic OEMs represented by Changan are starting a new round of trials. They not only put the brand at a considerable height, but also have a clearer product plan. This can be seen as an independent brand. New opportunity.