Huge whirlpool vehicle low-cost strategies

Recently, chatting with friends to the car, suddenly comes into the automotive industry Wuliangye Group on the question of how many people this may feel "whole body the alcohol" also reminds me of the waveguide are also plot the automotive industry. When these similar Wuliangye, Bird and other production car, the car is destined to walk low-cost strategy.

However, liquor and cars one way or another, there is always a matter of less discomfort. Like-called "faith-based" AUX Bajiao Shen in the car after the territory, but that is a bit down-Huyou to consumers, but also depriving the 520 such as the Lifan motorcycle to car inbreeding face The Year must be a bit more tolerable.

From a brand marketing perspective, the phased introduction of the different brands of products, gradually overstating its image may well be a strategy. But once that when we originally started the brand a marginal, we can imagine how the upgrade process will be slow and difficult.

The fact is that this way, Geely car suddenly produced a 30-million from the model certainly few people buy, or the production of "Alto" car companies produce "Passat", "Audi" or similar, that everyone would find it difficult to accept; the other hand, if it is producing "Audi" and to produce, "Alto", we definitely have to accept, expect to find good products, brands are certainly higher than downward moving upward step by step should be easier.

Low-cost strategy is such a huge whirlpool, once fallen into this vortex, the think up really is not easy. Low-cost strategy to achieve a true premise must be a huge scale, so as to profit in the meager profits under the premise of sufficient volume. It is of concern is China's auto industry has neither the formation of scale advantages, profit margins also continued to decrease, China Association of Automobile Manufacturers statistics show that at present the mainstream in the domestic auto companies, the profit margins of more than 10% of the very few, most enterprises The profit margin is only about 5%.

Price war in the morass of the enterprise must not struggling so much money into research and development, high-end product differentiation must be obvious, others come out, Zaiqu imitation, they do not sell on price, and end up in the low-end brands the brink.

80% of automotive technology at this stage lies in the hands of foreign brands, especially in areas of core technologies such as high-end engine is almost blank of domestic enterprises, such as engines, transmissions, suspension systems, braking systems, these key components can not self-sufficient self-sufficiency. In fact, in the fierce market environment, foreign parts manufacturers often price, technology, supply and so a "timely" manner Kabo Zi, so that the domestic automobile enterprises are unable to display their fists.

Cost advantages seem automotive products is China's largest international competitiveness, but in practice this advantage is weakening. Automotive is a global industry, a car parts may come from many countries, where auto makers are even more low cost and where to transfer, I believe that sooner rather than later, the domestic auto companies such as Geely, Chery have the price advantage will not be complex exists, that time, if do not want to be defeated in an enterprise, to form a market ability is more important than the formation of production capacity, market capacity, including products, brands and services.

"Chinese enterprises in the automotive market, is needed before a true competitor to overcome some obstacles. "His statement is GM CEO Wagoner said. I am afraid that the biggest obstacle is how to allow consumers to believe that China's automobile is not only inexpensive, but also impeccable in terms of quality and ultimately the formation of a real influential brand.

Therefore, the domestic auto companies and their endless price cuts, not as good as a change in thinking, the money spent on improving the inherent quality and user reputation, on a step by step up to the brand do so, when the Japanese cars is high-quality low-priced line, the use of the growth in demand for expansion, occupy the international market has gradually formed a number of its own brand, which should also be the only way for Chinese enterprises.

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