In China, the world's largest auto market that exceeds 30 million in annual sales, it is a basic requirement to enter sales A class and break 10 million. However, under the more realistic conditions of porridge, it is possible to stand out among hundreds of car companies, but the number of car companies that have sold “ten million clubs†is not much.
Looking at the car companies that have achieved this achievement, they all have their own "internal skills." In order to achieve this achievement, what efforts have they made and what opportunities have been seized? Who is the VVIP member in this club? We may wish to analyze it in detail.
Fresh meat: Honda
On June 4th, Honda Motor officially released terminal sales data in China in May. Although under the influence of “throttle acceleratorâ€, Honda sales still did not recover in May, but with 99,263 units contributed in May, Honda finally Successfully achieved sales of millions of cars in China. This achievement is significant for Honda. It is not only the best proof of the strong competitiveness in the Chinese market, but also represents that in the "Japan's top three", Honda has become the first brand with a sales volume of over 10 million in China.
For Honda, such achievements first come from its two joint ventures in China - Dongfeng Honda and Guangzhou Automobile Honda has been as outstanding performance of the market. In terms of product layout, both have their own characteristics. The earlier set-up of Guangqi Honda's products was biased towards a balanced distribution. Accord, Fit, and other models maintained monthly sales of 10,000 yuan per month, and their product lines were also growing in the 20 years of growth. , cars, SUVs, MPV have representative models.
In contrast, the product line of Dongfeng Honda, which was born later, appeared to have a slightly “partial divisionâ€. Shenke Civic and CR-V took up the major sales results. However, Dongfeng Honda's Civic and other models have inherited the Honda technology, which is a "mighty root", and it is enough to make Guangqi Honda envious of the market competitiveness and product strength.
On the other hand, the radical technological breakthrough of Honda Motors has also become a big tag for madness in the Chinese market. Compared to Toyota and Nissan’s relatively conservative product development, Honda’s leading edge in engine technology has always been unmatched, and it has unique advantages in terms of safety.
Eastern unbeaten: Volkswagen
After talking about the latest members of the 10 million clubs, we naturally have to review the first member to open this map - Volkswagen. The difference is that Honda’s tens of millions of vehicles are jointly completed by Guangqi Honda and Dongfeng Honda. The two joint ventures of Shanghai Volkswagen and FAW-Volkswagen have already completed sales of 10 million vehicles in 2013 and 2014 respectively. Achievements. At present, the total sales volume of Volkswagen in China is already close to 35 million vehicles, leaving the second place behind and becoming the overwhelming seller of sales in the Chinese market.
The public’s success in China cannot bypass its forward-looking market strategy. In the 1970s, the foundation of China’s auto industry was still in an embarrassing situation. All international brands such as Toyota, Honda, and General Motors were passively watching the Chinese market. When they refused to join the joint venture, the public took Santana, the birth car of God, from the sky and successfully seized market opportunities. It also caused the Chinese people to have a deep feeling that they could not replace.
Since then, in the 1980s when the reform and opening up had just begun, the public took the lead in introducing the luxury brand Audi into China, becoming China's first domestic luxury brand, and it also logically helped the Volkswagen brand to create a high-end image.
After entering the Chinese market, Volkswagen has become more “generous†than other foreign brands in terms of technology, product output, and talent development. SAIC Volkswagen and FAW-Volkswagen have all exported a large amount of technology and talent to other modules of their respective companies. It can be said that it has supported the development of China's auto industry. It also made it more difficult to replace in the Chinese market.
In the channel construction, Volkswagen has accumulated an unparalleled advantage. VW has not only the most extensive and mature dealer network in China, but also has the most mature training system and the most abundant sales experience for Chinese distributors following the growth of the masses. Under such double advantages, VW's sales have naturally risen.
Speed ​​Racer: General
In December 2014, SAIC Motor’s sole joint venture company in China, SAIC General Motors, and FAW Volkswagen announced that they had entered into a sales hall of 10 million vehicles at the same time. The difference is that for GM, the time to reach this sales target has been shortened by 15 years.
On June 16, 1997, Shanghai GM was formally established. Four days before its establishment, the Pan Asia Technical Center jointly invested by Shanghai General Motors Group was also established in Shanghai. The landing of this technology center marks the GM's policy of insisting on localized R&D from the very beginning of its establishment. It also allows it to capture the needs of the compact family car market in the Chinese market at the beginning of the new century with a price of RMB 100,000. The level Chevrolet Sail fully opened the market and achieved the first round of overtaking.
The second major opportunity for GM in China occurred around 2008. When the financial crisis led to the near-bankruptcy of the US general headquarters, the firmness of the Chinese market made GM fully realize the importance of this fertile land. Since then, GM's attention to the Chinese market has climbed to a new height, not only greatly accelerating the delivery of the latest products, but also on the other hand, the demand of Chinese consumers has also begun to affect the direction of GM’s global product development.
Who is the next?
Despite adding just one general, brands that have accumulated sales of more than 10 million yuan in the Chinese market can still be counted with only one hand. However, with the rapid expansion of the domestic market in recent years, many brands have already stood at the door of this club, only a step away.
The first is the other two key players in Japanese car companies - Toyota and Nissan. At the end of 2017, Nissan’s largest segment in China, Dongfeng Nissan, announced a high-profile announcement of 9 million in total production and sales in China. Based on its sales of 1,129,000 last year, Dongfeng Nissan is expected to achieve this goal easily within this year.
Compared with global sales, Toyota's performance in the Chinese market is somewhat weak. However, this year it has entered the 9 million mark. In the third quarter of last year, FAW Toyota announced that its 6 millionth vehicle will be off the assembly line. According to rough projections, GAC Toyota's cumulative sales have already exceeded 3.2 million. Therefore, this year, Toyota is also expected to join the “ten million clubâ€.
As a representative of the Korean car, Hyundai also holds a number plate for entering the club. In September 2017, Beijing Hyundai, the only joint venture company in China, announced the release of the 9 millionth vehicle. Under the strong sales rebound in the first five months of this year, Beijing Hyundai took a stand at the internal swearing convention. If the sales order for the next 950,000 units can be reached within the year, then Hyundai will also move smoothly into the 10 million sales level.
For the self-owned brand that is still in its infancy, the goal of tens of millions of cars is still far away. In the second half of 2017, Chery Motors announced in a high profile that it was the first independent brand to exceed 6 million vehicles. Geely, who came from behind, also looked at the 6 million mark. Although there is still a big gap between the current and joint-venture brands, from the perspective of the growth trend in recent years, it is not unreasonable to expect independent brands to perform beyond the drama in the future.
After some inventorying, we can see that the development of the car companies in the ten million-dollar sales club in the Chinese market has its own advantages, but all of them have the strength and efforts of the C-bit. As highlighted by Li Shufu, president of Geely Group, among the industries in the automotive industry, opportunism will never succeed. In the more severe market competition in the future, whether it is an independent brand or a joint venture brand, if you want to get a “pass†of 10 million or even higher areas, you may be inspired.
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