Self-owned brand: domestic exports greatly reduced exports eye-catching

In the first half of 2012, in the auto market's micro-growth environment, its own brand suffered heavy losses. According to data from the China Association of Automobile Manufacturers, from January to June, the sales of self-owned brand passenger cars were 3.511 million, which was a year-on-year decrease of 0.2%, accounting for 41.4% of the sales of passenger cars, and the occupancy rate was down 3% year-on-year. The performance of self-owned brand cars was even worse, with sales of 1,423,300 units, a year-on-year decrease of 6.8%, and a market share of 27.2%, a year-on-year decrease of 3.6%.

The data shows that among the representative self-owned brands, only the Great Wall and Geely achieved a 0.5% micro-growth, BYD cars fell 28.8% year-on-year, and Chery declined 11.2% year-on-year. The macroeconomic downturn and the apparent consumption escalation in the auto market are the two major reasons for the self-owned brands to suffer heavy losses. The ones that have suffered the most are entry-level models.

The successive restrictions imposed by first-tier cities have added to their own brands, which not only led to a significant decrease in sales volume but also drastically reduced the number of dealers. It is understood that many independent brand dealers in Beijing have abandoned the business model of 4S stores and changed to multi-brand "car supermarkets." People in the industry are worried: In the long run, independent brands may be collectively evacuated from the “north to wide”. A similar situation has taken place in Chengdu. For example, a brand's 4S shop in Chengdu has been reduced from three to one. According to the shop’s related personnel, sales of 600 units in the past month have been reduced to more than 300 units per month, a decrease of nearly 50%, and even some 200 months in individual months, inventory levels have reached more than 1,000 units. Compared with other 4S stores, this deposit-to-sale ratio (the ratio of inventory to monthly sales) is not the largest.

The sales of self-owned brands in the domestic market have fallen, but there have been frequent successes in overseas markets. It is understood that the export sales of Chery Automobile exceeded 20,000 units in May and June, and cumulative exports reached 91,605 in the first half of this year, which is expected to achieve an annual export sales target of 170,000 units in advance. The total export volume of Geely Automobile in the first half of the year increased by more than 210% compared with the same period of last year. Great Wall, Haima and other independent brands also performed well.

The connection experts' own brands continue to slump and half of the brands can't survive the connecting guests: Dong Yang, Secretary General of China Association of Automobile Manufacturers According to statistics, the market share of self-owned brands dropped from over 50% in 2010 to about 40%, and the market for passenger cars The share has fallen below 30%. The decline in passenger cars was even more pronounced. In the first half of the year, sales of self-owned brand cars were 1,423,300, a year-on-year decrease of 6.8%, accounting for 27.2% of the total sales of cars, and the occupancy rate decreased by 3.6 percentage points year-on-year. Dong Yang believes that the performance of self-owned brands continues to be sluggish, and it will be difficult to change in the second half of the year or even in the next two or three years. Half of the independent brands may not be able to survive.

The connected CEOs increased 4.2% year-on-year and confident to complete the full-year target. Connected guests: Geely deputy general manager Huang Haitao In the first half of the year, the decline in self-owned brand cars was even more pronounced. The sales of sedan cars were 1,423,300, a year-on-year decrease of 6.8%. Most of the automakers sold cars. There was even negative growth, but there were exceptions. Great Wall, Geely and other vehicles rose against the trend.

Huang Haitao introduced that in 2012, Geely Automobile expects to have an overall sales target of 460,000 units. From the current perspective, Geely Automobile's sales performance in the first half of the year is very good. Among them, the total sales volume in June was 34,495 units, which was an increase of 16.2% over the same period of last year and an increase of approximately 5.1% from the previous period. From January to June, the total sales volume was 222,390 units, which was an increase of 4.2% over the same period of last year and completed 48.3% of the annual sales target.

“We are confident that we will achieve our sales target for the whole year.” For the second half of the year, Huang Haitao said that with Geely’s three vertical vertical marketing structures, including the former Emgrand, Global Hawk, and England, it has been adjusted to three North, Central and South A regional marketing division structure, together with the launch of new vehicles such as the Global Hawks GC7 and GX7, the British SC3 and SC6, will increase the market share of Geely Automobile.

Memorabilia bus reform alone cites independent brand event review:

On February 24th, the Ministry of Industry and Information Technology released the solicitation of comments on the “2012 Catalogue of Selected Vehicles for Official Vehicles of the Party and Government Organs” to the public. The models included in the list included 412 models of 25 companies, not only restricting displacement. Moreover, all-in-one models are self-owned brands, which has triggered intense attention from all walks of life.

Reporter Comments:

It is not enough to rely on policy protection alone. Independent brands still have to develop their internal strength and rely on strength to win the market.