How To Win The Second Half Of The Second Half For The Independent Brand Of "Life Hanging On The Front Line"?

From Great Wall Motor's haver dog and tank 300 to Geely's "CMA super matrix" and BYD's brand-new fuel power brand "Xiaoyun", the three private automobile enterprises whose sales in the first half of 2020 dropped by two digits compared with the same period of the same period last year. Starting from the Chengdu auto show which opened on July 24, the three private automobile enterprises started the counterattack in the second half of 2020 in an all-round way.

Throughout China's auto market in the first half of 2020, China's independent brands survive in the predicament, and the differentiation is intensifying.

According to the data of China Automobile Industry Association, in the first half of this year, the sales volume of self owned brand passenger cars dropped by 29% to 2.854 million units, and the market share fell to 36.3%, which has broken the "red line" of 40% and reached a new low in the past decade.

In the first half of this year, even if the sales volume of "Menggu Geely" in the first half of 2020 is only 141%, compared with the first half of 2020, the sales volume of "Menggu" automobile fell by only 1.41% compared with that in the first half of 2020.

Similarly, BYD, which vigorously promotes the new energy strategy, also encountered Waterloo in the first half of the year, with a cumulative sales volume of 158600 vehicles, a year-on-year decrease of 30.45%, among which the sales of new energy vehicles have decreased year-on-year.

In the face of the fact that the sales volume of 400000 vehicles in the first half of the year decreased by 19.95%, Wei Jianjun, who has been in charge of the Great Wall for 30 years, also expressed the feeling that his life is hanging on the line.

"There's no way out. If we have no ability to subvert ourselves, we must be subverted by others. " On July 20, Wei Jianjun, chairman of Great Wall Motors, pointed out at the technical conference of Great Wall Motors that the crisis follows closely.

Facing the "red line of 40% market share" in the first half of the year, Wei Jianjun's reflection also sounded the alarm for China's independent brand automobile enterprises.

In the face of the ever-changing market structure and more fierce competition in the second half, Great Wall Motors announced its transformation to a global technology company; Geely, led by Li Shufu, continued its global layout; and BYD sought new growth space with a more open strategy.

Opening the curtain of technological transformation

It is undeniable that from north to south, great wall led by Wei Jianjun, Geely led by Li Shufu and BYD led by Wang Chuanfu represent the most vivid strength of China's private automobile enterprises, and also affect the direction and future of China's independent brand cars to a certain extent.

Under the joint effect of multiple factors, transformation has become the common choice of the three enterprises facing the second half of 2020 and future competition.

Geely's four leading brands, namely, Geely's "smart body" and "Geely's four major safety modules", will be upgraded to "smart model" and "smart model" in Chengdu.

It is understood that there are nearly 20 models under the CMA framework, covering Geely, Volvo, Jixing and Lingke brands.

"After the completion of the architecture, it is equivalent to laying a good foundation. R & D only needs to carry out modular combination according to the demand and adjust the corresponding data appropriately. This is also the key to Geely's launch of a variety of different styles in a short period of time. " On July 24, Lin Jie, vice president of Geely Automobile Group and general manager of Lingke Automobile Sales Co., Ltd., said in an interview with 21st century economic reporter that another advantage of CMA structure is that it takes into account multi energy power, supports fuel, light hybrid, hybrid, plug-in hybrid, and even can be a pure electric vehicle.

Coincidentally, Great Wall Motor also announced its official transformation to a global technology company on July 20, and simultaneously released three technology platforms, namely "lemon", "tank" and "coffee intelligence", covering the whole industrial chain of automobile R & D, design, production and automobile life.

BYD, which regards itself as the "leader of new energy vehicles", also released its brand-new fuel power brand "Xiaoyun" and the first 1.5ti high-power powertrain during the auto show to ensure its stable development in the fuel vehicle market in the process of comprehensive transformation to new energy.

In addition, according to BYD's open strategy, in addition to batteries and semiconductors, more open business segments will also provide BYD with new space for scale growth.

Besides the technological transformation, the more open globalization route is also the common choice of Geely and great wall.

"From the experience of multinational automobile brands such as Toyota and Volkswagen, if this platform is a global platform, it can adapt to a lot of laws and regulations, at the same time, it can be compatible with and meet the requirements of regulations and certification of safety, pedestrian collision and emission in many countries, and with the layout of global production bases, the development and operation costs of the platform can be greatly shared." Previously, Wen Fei, deputy general manager of Great Wall Motors Sales Company, pointed out that "facing competition and going global is a greater ambition or goal of great wall."

Geely has already built Lingke into a global high-end brand. This year, link 01 will be listed in Europe and become a real Chinese automobile brand going to Europe.

Start the brand upward "protracted war"

As a matter of fact, with the increase of automobile stock, it has become the trend of automobile consumption in China. Therefore, brand upward has become an inevitable demand for the long-term development of Geely, great wall and BYD.

On July 24, Lingke announced the pre-sale price of its fifth model, Lingke 06, at the Chengdu auto show, expanding its product lineup and fully opening up competition with first-line foreign brands.

On July 12, BYD Han, the benchmark of Tesla Model 3, was officially launched. The first new car equipped with BYD's "blade battery" opened the road to high-end of the traditional independent new energy brand at the price of nearly 220000 yuan after subsidy.

However, the high-end market is destined to be a "narrow and difficult" track for independent brands. In order to break through in adversity, whether it is leader, geometry or wey, they will face a long-term war with heavy responsibilities and a long way to go.

According to public data, in the first half of this year, the cumulative sales volume of wey brand was 26639, down 43.18% from 46884 in the same period of 2019.

This also means that if the sales volume of wey in the second half of this year can not recover in time, then wey will gradually move away from the high-end market.

Although the overall car market was affected by the epidemic situation in the first half of this year, Lingke still launched two new products, 05 and 06, with a sales volume of 54763 units, a slight decrease of 2% compared with the sales volume of 55877 units in the first half of 2019.

However, the situation of Geely's other high-end new energy brand is hardly optimistic.

According to the data, on April 11, 2019, geometry automobile officially launched its first model, geometry a, with "the best electric vehicle in the eastern hemisphere" pointing at Tesla Model 3. At this year's Guangdong Hong Kong Macao Grand Bay auto show, geometric C, the second model of geometric automobile, was first unveiled.

"Anything that fails to achieve the expected goal must be the result of the superposition of multiple problems." On July 24, Feng Qingfeng, vice president of Geely Automobile Group, said frankly in an interview with reporters, "it's not that there are any problems with the products, it's that the fit between the products and the consumer groups may not be so good."

Whether it is wey, linker or geometry, its market performance in the first half of the year has also become the epitome of the difficult transformation of China's independent brands in high-end. However, we can't pessimistically believe that the road to high-end Chinese brands is a "phased failure".

In the adjustment stage of automobile market, brand and marketing is the common choice for Chinese brands to go high-end in the stock age.

In Feng Qingfeng's view, how to communicate with users in a deeper level will be the key to reshape geometric brand tonality.

In this year's Chengdu auto show, Lingke directly put customers in the C position of the booth.

"From the perspective of product strength and brand building, the disadvantage of link is that it is young, but its advantage is also young."

In Lin Jie's view, "cars and people are interlinked. Youth represents the future and also represents the trend. Every main engine factory is worried about losing the future, so they are in pursuit of youth. The main characteristics of youth are individuation and diversification. Nowadays, the channels for young people to receive information are more diversified, and they are open-minded, refuse to be conservative and conform to the crowd, and will not blindly pursue big brands, but choose according to their own values and preferences, which also gives Lingke an opportunity. "

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