March 28, 2024

·The new Chinese brand has to rely on product strength under the new normal

Recently, President Xi Jinping, with 15 Chinese companies such as Alibaba, Lenovo and Haier, visited the United States and opened the “upstream channel” for Chinese brand enterprises to enter the international market. This also marks the continuous improvement of the strength of Chinese brand enterprises, and Chinese brands are gradually gaining worldwide recognition.
It is well known that Chinese auto companies have entered a new normal. In 2015, the "two sessions" emphasized that China's economy has entered a new normal state, and the Chinese economy has entered a stage of low-speed growth. The market performance of the auto industry, one of the pillar industries of China's economy, confirms this year. According to statistics, the sales of new cars in the first eight months of this year are actually unprecedented zero growth. Although everyone is psychologically prepared for the fluctuations in the auto market, the actual market performance is still surprising.
However, judging from the development of the mature automobile market and the development stage of the Chinese automobile market, such a new normal may be an excellent opportunity for Chinese brand car companies to cultivate “internal strength”.
There has been such a joke in the industry: "When the market is good, the car companies are busy making cars; when the market is not good, the car companies are busy with the whole person." In my opinion, this sentence can only be regarded as a ridicule. Objectively speaking, when the market is good, the car companies must build a good car, but when the market is not good or enters the new normal, in fact, the car companies have more opportunities and should make the car better. To be professional, car companies should pay attention to product strength at all times. Because, for Chinese brand auto companies, only by insisting on product strength as the core factor for the survival, development and growth of enterprises and brands can they be in a leading position in the fierce market competition. Whoever wants to ignore or even lose this core factor, who will suffer.
It is undeniable that in recent years, Chinese brand auto companies have indeed improved a lot in terms of product strength, but this progress has not formed a common pace for the Chinese brand camp, and the resulting market performance is also very different. On the military parade held on September 3, we can see the red flag car as a review car, the Beijing (BJ) 40 off-road vehicle as a salute tractor and other models of new energy vehicles, commercial vehicles and military vehicles. A lot of Chinese brand cars, but from the perspective of ordinary Chinese consumers, we found that the same is a parade vehicle, compared with Beijing (BJ) 40 "grounded gas" products, the red flag car is "feeling" full.
The core of such a situation is actually at the product level. For the Hongqi sedan, because the product strength is insufficient to support its brand power, the high price of the red flag sedan in the private car consumer market in China always seems to be “high and low”; (BJ) 40's product power and brand power balance reflects the reasonable market price, which is acceptable and acceptable to ordinary consumers, which may be the key to its popularity in the Chinese off-road market. Let's go.
Chinese brand car companies need to improve product strength. As far as the development of China's auto industry is concerned, how to improve product strength and let consumers intuitively feel the improvement of product power is the most important issue for Chinese brand car companies.
For example, many Chinese brand auto companies like to talk about military quality. It should be said that relying on the background of military enterprises in the past, insisting on the quality of military products to do the whole vehicle products, this is naturally a good thing, and can also gain market recognition, such as Changan Automobile (microblogging) and Beijing Auto in recent years, in their respective efforts The market segments have achieved good market performance. However, for modern auto companies, product strength does not simply refer to product quality, but also requires meeting market demand. Therefore, only relying on the system construction of the enterprise, the automobile enterprise can have the ability to find the market demand and the ability to realize the product.
In terms of consumer perception of product strength, I believe that on the one hand, consumers should be able to fully experience the product, that is, through a series of experiential marketing, let consumers through the visual and tactile static experience and through the driving dynamics Experience, to feel the product strength; on the other hand, to show the product power to consumers through some events, such as Changan Automobile's Yuexiang V7, CS35 and CS75 and other market segments to compete in the 2015 China Mass Production Performance Competition, Another example is Beijing Automobile (BJ) 40, which once again competed in the Alashan Cross-Country Hero Contest. The products can only win the trust of consumers if they show the good stability and reliability of the products in the tough events. For the average consumer, the event is undoubtedly the most convincing marketing card.
It is reported that at this year's Alashan Cross-Country Heroes Conference, Beijing Auto will also bring BJ212, BAIC Warriors, Parade Beijing (BJ) 40 and newly developed Beijing (BJ) 40L and Beijing (BJ) 80C and other family products on the same stage. To show the inheritance and innovation of its product power to the off-road people. It should be said that for the current Chinese brands, it is the best way to improve the product strength of time-for-space.
It is believed that as Chinese autos go international, the relevant policies, regulations and standards of the Chinese auto industry will also become higher and higher. Chinese brand car companies must seize the favorable opportunity of the new economic normal to realize the transformation of "Chinese products" to "Chinese brands."

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