Joint venture Autonomy in disputes Diversification of brand development model

Time flies, the once-new things in the automotive world are now more and more mainstream. In the twinkling of an eye, it has been more than five years since China’s first joint-venture self-owned brand was announced. Today, the joint venture’s own brand has been flourishing and muddy. There are less than 1,000 monthly sales of Siming, and Baojun, who sells over 10,000 units a month.

From the Guangzhou Automobile Honda concept that was born in 2008, the SAIC-GM-Wuling Baojun that came out in 2010, to Dongfeng Nissan Kaichen and Dongfeng Honda Siming that appeared in 2012, to Shanghai Volkswagen Tianyue, FAW that has already been released and the product has not yet been released. - Volkswagen Carrier, FAW Toyota Lands, Beijing Hyundai Shouwang, Dongfeng Yueda Kia Chinatown, and even luxury brands BMW and Mercedes-Benz are also planning to launch joint ventures with their respective partners in China. Joint venture autonomy is showing different growth patterns and diversified development models.

Any new thing will always cause such discussion and controversy at the beginning of its birth, especially in the rapid development stage, the ascendant domestic automobile market. For so long, the questioning voice of “joint venture independent brand” has never been interrupted. However, some joint-venture brands represented by Baojun and Qichen are entering a sound development stage. The two brands have two different voices: “China's auto independent research and development innovation model” and “old wine replacement bottle, to meet government policies”. In the upcoming development of 2013, both of them have achieved brilliant sales performance and will introduce more new products in 2014.

Obviously, the autonomy of the joint venture has already been partially graded, and they have also exerted fierce attacks on Chery, Geely, Great Wall and other independent brands. It also makes the joint-venture brands that want to attack the entry-level family sedan market have to be jealous and belong to joint ventures. The new era has come.

Two happy families

From the perspective of the four major joint-venture brands that have already been put into production and sales, the Qichen family has performed brilliantly. Baojun, which has been alone, has exceeded the market holding of 200,000 units. The first idea of ​​eating crabs is lagging behind. Siming sold under the label “Honda” is also weak in growth.

Bao Jun maintained a hot status. Since Baojun Le Chi was just a direct rename after the original Chevrolet Leche changed its name, it cannot be considered a genuine new family of Baojun family. It can be said that Baojun has been relying on the Baojun 630 to compete in the world. The Baojun brand's overall sales in 2012 were 110,000. In 2013, Baojun Automobile developed steadily and sold several times in a single month. Baojun sold 10028 new cars in September and sold more than 8,000 vehicles in October. In November, it sold 10,466 units, showing a good momentum of growth. At present, the overall sales volume of the Baojun brand has exceeded 200,000 units, and it has successfully entered the mainstream camp of domestic passenger vehicles as a “joint joint autonomous representative”.

Kai Chen currently has three models, the D50, R50, and R50X, which were launched in April 2012, September 2012, and October 2013 respectively. Although the youngest, Qichen is the most abundant and sales vehicle in the current joint venture. The fastest growing brand. Starting from October of this year, Qichen bid farewell to the enthusiasm outside the 10,000-unit clubhouse. It sold over 10,000 yuan for two consecutive months. The sales in November and November were 11,403 units and 12,352 units respectively. For 91.7 thousand, this year sales are expected to exceed 100,000 units.

Compared with the prosperous of Baojun and Qichen, the market performance of Concept S1 and Siming this year can be described as “dismal”. Like Baojun, the concept is also a world of cars. Concept S1 sales have been tepid since its listing in April 2011. After the new concept S1 was launched in May this year, it failed to recover the situation. In addition to the sales of the next month, it rushed to 2800. Vehicles, after all the way down, sales in November this year as low as 317, cumulative sales from January to November this year, only 13,200.

Siming's sales are also declining. Siming went public in April 2012. In November this year, the sales volume was 863, which was a 38.4% year-on-year decline. In the first 11 months of this year, it sold only 14,200 units. The idea and Siming, which are joint ventures of the Honda Group, can be described as “brothers”.

To fill seven cars

Although the nature must be a joint venture, because of the joint venture status of the parent company SAIC-GM-Wuling, in fact, Baojun people want to distinguish Baojun from other joint ventures. "Baojun should be considered as a brand new passenger vehicle for us. Brand”, December 23, SAIC GM Wuling Public Relations said.

Behind this sentence is the fundamental difference between Baojun and other joint ventures. The products of SAIC-GM-Wuling are mainly micro-cars and commercial vehicles, while the Baojun brand is a brand new passenger car. This is also the difference between Baojun and Kai Chen, Siming, and the concept. Because these brands are originally owned by passenger vehicles such as Dongfeng Nissan, Dongfeng Honda, and Guangzhou Automobile Honda, they have different levels and positioning. In other words, Baojun Motor Co., Ltd., which was born in a commercial vehicle "chicken nest", has to work harder than others to achieve "Flying Phoenix" in the domestic competitive passenger car market.

SAIC-GM-Wuling has always been a company that pays attention to stability and stability. Otherwise, it will not win low-key "China's single-brand automobile sales champion" for many years. Perhaps it is a continuation of this operating style. Baojun has only 630 models for more than two years. At the beginning of the listing of Baojun 630 in August 2011, Shenyang General Motors Wuling General Manager set a three-year "brand promotion period."

Although SAIC-GM-Wuling has always emphasized that Baojun should have new ideas different from those of commercial vehicles before it, there is a kind of heritage that does not mean change. In fact, from the development of SAIC-GM-Wuling, we can see the future of Baojun. The data shows that since the joint venture in 2002, sales of SAIC-GM-Wuling have been developing by leaps and bounds, but the leap-forward development is mainly based on how to tap user needs and continue to manufacture high-quality products. Perhaps SAIC-GM-Wuling also wanted to copy this development model to Baojun, which is to use three years or even longer to do a good job in the basic work, to strengthen the foundation of brand and reputation, and then achieve rapid development.

Everything is now moving toward Shenyang's "original dream." After more than two years of development, the overall sales volume of the Baojun brand has exceeded 200,000, and the Baojun 630 also has 150,000 customer retentions. The first step is basically successful; by 2014, Baojun will be 3rd anniversary and enter the intensive product launch period. Wait until 2015, before the first batch of more than 100,000 customers Baojun car driving to more than 100,000 kilometers (BaoJun engine and transmission warranty period is 5 years or 100,000 kilometers), Po Chun brand reputation has also formed, natural sales Water will become a success.

“In fact, Shen (Shenyang) is planning very well. According to his plan, another year of operation next year, sales will be much better by 2015. By 2017, Baojun showroom will be filled with seven cars.” Talking about the future The development of SAIC-GM-Wuling insiders expressed their confidence in the reporter.

During this three-year promotion period, Shenyang has not missed any opportunity. In addition to relying on Baojun 630 to promote its brand, and Baojun Lechi guaranteeing the profitability of its distributors, Wuling Hongguang S, a small-sized MPV that has just been listed, has also approved the settlement of Baojun. In the shop, a reporter from the International Finance News surveyed the market and found that in Baojun 4S shop in Beijing, Wuling Hongguang S can achieve monthly sales of hundreds of cars without advertising investment. This move is not only a further guarantee for the profitability of dealers, but also for the Baojun MPV trial market to be launched next year. "A considerable number of customers are also looking for small MPVs that can be used in homes."

Who can expect, low-key Po Chun, every step has its considerations, careful and solid.

Why is the outside world questioning why

Low-key, such as Po Chun, can only bear to look around the cold words. However, as everyone knows, the background and positioning of Baojun's birth is destined to be a difficult road.

According to Baojun dealers, “Wuling's loyalty to the Wuling brand is still very high, but even so, it is impossible to turn this part of customers into Po Chun’s customers, because the demand is completely different, so it is necessary to dig the Po Chun brand. New customers.” This kind of excavation will be very laborious. This is also the reason why Bao Jun’s road to success will be more difficult than Qi Chen and his ideas.

Compared with Qichen, Dongfeng Nissan is a passenger car “big coffee”. Because of its higher price/performance ratio, Qichen can attract more low-end and middle-end consumer groups and make up Dongfeng Nissan’s gap in this one. To put it plainly, people who are skeptical and talented can directly buy Kai Chen.

During the visit, the reporter discovered that Kai Chen’s dealerships were divided into two types. One was an independent store. The front door was still written “Dongfeng Nissan Kai Chen” and the other was a separate building next to the Dongfeng Nissan dealership. The smaller Qichen shop. Either way, the big sign of Qichen’s external world is Dongfeng Nissan. According to a Beijing-based Qichen distributor, “If you build a store next to Dongfeng Nissan, the customer’s store-to-store rate will be higher, because Dongfeng Nissan has a relatively large base effect.”

There is no new car for two years. I am afraid it is one of the main reasons why Bao Jun is questioned by the outside world. However, next year, Baojun will break these doubts and will launch three models of the Baojun hatchback, Baojun MPV, and Baojun 630 annual refitting models, which will increase the overall market competitiveness of the Baojun brand. In addition, with the mature experience of Wuling expedition overseas accumulation, next year Baojun 630 will also appear in overseas markets as Chevrolet. In the future, Baojun Motor will gradually establish a complete product system covering the A-level, A0-level, A00-level, MPV, and SUV markets.

Compared to Qichen, which has a strong brand of joint-venture car companies behind it, Baojun's marketing investment is like a crop. Under such circumstances, it is still possible to achieve sales growth of Kai Chen Kai Chen, which had to make people think of once again these Wuling Hongguang models, but also for many years of quietly cultivated to achieve outstanding sales performance.

Perhaps, pragmatic low-key, steady and steady, Baojun is the best heritage of SAIC-GM-Wuling.

Unspeakable pain

One of the embarrassment of the joint venture's own brand is whether it is a surname "joint venture" or a surname "autonomy." The reason why public opinion is that the joint venture's own brand is only covered by its own skin, because most of the models of the joint venture's own brand use the old platform or the old model of the joint venture, instead of developing a brand new platform and technology. Baojun 630 is from the old Buick Excelle. Qichen is based on the previous generation of Dongfeng Nissan. The concept S1 is based on Guangqi Honda Sidi, which has been discontinued for a long time. Siming is almost the same as the Dongfeng Honda Civic.

As a result, the joint venture has also become a shortcut for joint ventures to create distribution networks. The current concept and Siming are still attached to the joint venture dealerships. Only Baojun and Qichen have a separate distribution network for the brand. However, because it is completely different from its commercial vehicle system, only Bao Jun has realized a truly independent distribution network.

Another inexplicable pain in the joint venture's own brand is that when the brand's models overlap with the target market of the “parent model” of the joint venture, the joint venture’s own brand is often subject to significant fluctuations and impacts due to its weak brand power. Take the Baojun 630 as an example. Although the Baojun 630 is from the General Motors Buick Excelle, the old Excelle is equipped with a 1.6L engine, and Baojun is equipped with a more fuel-efficient 1.5LDV VT engine. After the improvement, the cost is reduced. Second, it is more in line with the positioning of the middle and low-end home car products. Facts have proved that Bao Chun 1.5LDVVT engine is very successful, so that the new Excelle listed in February this year also used the Po Chun this engine.

This is of course an indication of the counterattack of the Baojun brand, but it is precisely because of this that the price of Excelle has fallen and it has seized some of the market share of Baojun 630. In March 2013, Buick Excelle sold a new high of nearly 30,000 units in a single month, while the Po Chun 630 dropped to 6,700 units. The same configuration, similar prices, one is already a joint venture brand with 1.8 million car owners, and one is an independent brand that is still in the ascendant and unknown, and their outcome can be imagined. This is also Baojun's "unspeakable pain."

It is such a painful and anxious way forward that the outstanding joint-venture brands represented by Baojun and Qichen are vague due to their own positioning, and their competitive goals are also chaotic. They are not let off by their own brands and joint venture brands. All of them are Killed objects.

After the ebb tide, only those brands that have always insisted on independent innovation and independent development can win this fierce competition. Only companies that constantly listen to market demands can become consumers' reliable partners.

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