Supporting independent brands needs to be open

In the same way to make up for the previous fault, what happens? Self-owned brand still can not get rid of the original appearance.

The days of own brands are good or bad? Certainly hard.

This can be seen from the policies introduced in various places. In the past two months, several major automobile manufacturing bases in the country, such as Chongqing, Changchun and Guangzhou, have all introduced relevant support policies. The so-called children crying poor, as local parents, naturally want to help relief.

Among them, the Chongqing Municipality started the car to the countryside, and the farmers within the jurisdiction purchased the Chang'an brand microfacets with a displacement of 1.6 liters or less. The subsidies are based on the sales price of 6% of the purchased cars, and the maximum per vehicle subsidies is not more than 3,000 yuan. Changchun City encourages the public to purchase FAW Group’s own-brand vehicles and implements “Huimin” subsidy for FAW Group’s own-brand passenger cars produced and sold in Changchun. The subsidy standard is RMB 3,500 to RMB 7,000 per vehicle. The city of Guangzhou chose to make a fuss about government procurement, requiring that official cars, commercial vehicles, and off-road vehicles must purchase 9 models of the city’s car brands, with a ceiling price of 260,000 yuan. For units of more than two units, the proportion of Guangzhou Automobile "Chuanyu" cars purchased shall not be less than 60%.

In the short term, it is understandable that local governments have introduced policies to support their own brands and help independent brands tide over difficulties. This policy is reasonable. After all, most of the auto industry is a local pillar industry and has a close connection with local taxes and employment.

However, from the point of view of support, can we only introduce such a simple form of subsidy?

In fact, the self-owned brands have taken the lead in starting to decline sharply since the market adjustment last year. Today, there are no signs of falling. This can be seen from the data of the China Automobile Association. In the first seven months of this year, the number of self-owned brand passenger cars sold was 3.5643 million, which was lower than the overall growth rate of passenger cars by 6.4 percentage points; it accounted for 40.8% of the total passenger car sales, and the market share was down 2.6 percentage points from the same period of last year.

However, the simple market support of local governments does more harm than good. If we look at the entire market, the mode of subsidy that local governments participate in will cut the national market one by one, resulting in the development of independent brands in their respective fields. It is difficult to achieve survival of the fittest. And judging from the effect of policy support, previous experience has taught us that it is difficult to fundamentally solve the problem. Now, the status of self-owned brands is, to a certain extent, somewhat of the stimulus that the state has introduced from 2009 to 2010. The negative effect of automobile consumption policy. In the same way to make up for the previous fault, what happens? Self-owned brand still can not get rid of the original appearance.

Here, it does not mean that independent brands can not help, allowing them to directly talk with the joint venture brand in the market; but means that the way of help must be open in the long run, and help the car companies to do their work in terms of technology and research and development. , improve product competitiveness. Only if the product is competitive in the market can consumers be pleased to accept it.

In the long run, self-owned brands need policy support, need a systematic support, and fundamentally solve the technical gap, but by no means such a simple stimulus policy, such as analgesics, after a short period of time after the restoration Normal, it is difficult to fundamentally solve the problem.