FAW: Full-line layout to meet challenges
FAW Group ranked No. 3 in sales in 2012. Although FAW Group did not publish the sales and profitability of each business segment last year, it produced production and sales data from FAW Xiali and FAW Cars, two listed companies for passenger cars under FAW Group. Looking at the sales of passenger cars of its own brand under the FAW Group last year was about 300,000. Although sales of self-owned branded passenger vehicles are higher than that of SAIC Motor, its own-brand passenger vehicles under the China FAW Group include brands such as Hongqi, Pentium, Oulang, Jilin Automobile, Tianjin FAW and FAW Huali. Bicycle profits are not optimistic, especially profits. The higher Hongqi brand is still in the channel construction period, and it is difficult to turn it into real profits. Low-end brands such as Oulang and Senya have lower profitability.
Comments: Autonomy has always been the biggest plate for FAW, especially after the release of Oulang and the re-emergence of the Red Flag, FAW's autonomous passenger car has formed a situation of full-line layout. But so far it has not entered the harvest stage. According to FAW Group's plan, 2013 will be a critical year. The Hongqi brand will be officially open to the general consumer market this year. At the same time, Hongqi’s high-end SUV models will also be launched. The Hongqi brand will have a good historical opportunity this year – bus procurement. While compressing the total amount, it will obviously tilt to the independent brand.
FAW Group has already established a majestic goal to revitalize its own brand. According to FAW Group's “Twelfth Five-Year Planâ€, by 2015, FAW Group’s production and sales target will be 4 million, of which the sales target of independent brands will be 2 million. To achieve this goal, FAW Group must also make more efforts.
Changan: Brand Breakthrough Wins Results
As an independent brand has always occupied the mainstream of Chang'an, the autonomy on the one hand is the backbone of sales, on the one hand, the future development is still mainly dependent on independent brands. In 2012, Changan’s own-brand cars sold a total of 230,000 vehicles, an increase of 12%, which was far higher than the average increase of 3% for domestic self-owned brand cars. Among them, the sales of Yat-Lok listed in the end of March last year exceeded 40,000 units. After listing, Yuexiang V3, V5 and CS35 were in short supply. One of the most notable features is Yi Yi. Not long ago, in an authoritative appraisal in the industry, Yat moved to win the "2012 Compact Passenger Car" award. It also became the 20th professional award that the model has received in six months since its launch. In addition, Changan New Energy Automobile Co., Ltd. has sold more than 2,800 vehicles in total, which is the “widest region, most industry, and largest volume†of domestic new energy vehicle demonstration operations.
Comments: Chang'an's own high-end breakthrough is based on its own strong research and development capabilities. It is understood that at present, Chang'an Automobile has more than 300 patents, with an average of 3 patents a day; 16 billion yuan in scientific research and the establishment of 14 international advanced laboratories; successively in Turin, Italy, Yokohama, Japan, and Nottingham, UK. Detroit set up an R&D center, which constitutes a global R&D structure for five countries and nine regions. Under this system, more high-end products will surely be born. According to the planning of Changan Automobile, by 2020, the production and sales volume of Changan Automobile will reach 6 million, of which 60% to 70% will be self-owned brands and will be built into World-class automotive companies.
SAIC: Self-accepted harvest period
As the “boss†of SAIC Motor Group, SAIC Group has made breakthroughs after its own brand has been polished for several years. Recently, Shanghai Automobile Group Co., Ltd. Passenger Car Company released data that its sales volume reached 200017 units in 2012, an increase of 23.5 year-on-year. %. What is even more noteworthy is that the annual sales volume of 200,000 vehicles is an average bicycle cost of RMB 112,000, which means that under normal circumstances, the curse of “RMB 100,000†for self-owned brand passenger cars is also used by SAIC Motor. The car broke. SAIC Motor's annual sales volume for this year took five and a half years, and the compound annual growth rate reached 59.3%. SAIC Passenger Vehicle achieved the fastest record and highest gold content in the development history of its own brand.
Comments: The reason why SAIC Motor has achieved such results, there are some reasons behind it worth learning and playing. First of all, in the route selection, SAIC chose overseas acquisitions. At that time, this was undoubtedly an innovative move, and it was a success for its brand. Second, SAIC Passenger Vehicles broke through the mid-to-high end directly in positioning and selection. , bypassing the development bottleneck of independent brands, of course, this process is not easy; Third, in the aspect of product marketing, SAIC passenger vehicles are mainly digital and intelligent, and in the service standards to align with the joint venture brand, all of which will eventually Received consumer recognition. However, after Roewe has already occupied a place in the market, the future development of MG is even more worthy of attention. As a once-renowned international brand, how to revive the glory and drive the export business of SAIC Passenger Vehicle will continue to test SAIC Motor's Use the car's vision and wisdom.
Dongfeng: "unexpected" high growth
Compared with the downturn of most self-owned brands, Dongfeng Passenger Vehicle is in an abnormal state. Recently, Liu Yuchun, deputy general manager of Dongfeng Passenger Vehicles, announced at the 2013 marketing annual meeting that Dongfeng Fengshen’s sales exceeded 60,000 units in 2012, exceeding the amount set at the beginning of the year. The 50,000-unit sales mission successfully achieved double sales, and at the same time announced that Dongfeng Fengshen's 2013 sales target was 100,000 units, maintaining its momentum of multiplication. Regarding this achievement, people in the industry expressed some surprises, and even the insiders of the Dongfeng Passenger Vehicle expressed that they did not think that the Aeolus would be such a "fire." It is understood that Dongfeng Fengshen's entire line of products not only wins favor among domestic consumers, but also goes abroad and is sought after by overseas users. In August, S30 exported 4,000 Venezuela pieces in a single place, which was in short supply in the local market, and even appeared to queue up.
Comments: It is understood that Fengshen achieved such rapid progress, and its roots lie in the strong support of Dongfeng Group. At the end of 2011, Dongfeng released its own brand "Dry" D300 plan, which will invest 30 billion yuan in the development of its own-brand passenger vehicle business. As the core unit of Dongfeng's own brand business, Dongfeng Fengshen has obtained Dongfeng Group's technical, financial, and manpower support.
At the same time, Fengshen’s own products and quality assurance have won the trust of consumers. However, at present, Dongfeng Fengshen's entire line of products is located in the price range of 6-14 million yuan. If we want to continue to achieve high growth and long-term development, brand breakthrough will be a barrier that cannot be bypassed. It is understood that in 2013, Fengshen will launch two new products. Whether it can make a difference at the brand level will be its biggest highlight in 2013.
Guangzhou Automobile: The main SUV breaks the bottleneck
In 2012, Guangqi Chuan sold a total of 33,000 vehicles, an increase of 94% year-on-year, far exceeding the average increase of 7.1% in the same period of the market. Among them, in December 2012, Guangzhou Automobile sold 6,000 units in the month and reached 33,000 units in the year, which was a year-on-year increase. The Chuanqi GS5 continued to increase by 30% from the previous quarter, making it the first self-branded medium-sized urban SUV to achieve sustained growth in the top ten camps of mid to high-end SUVs. Experts in the industry believe that in the era of “micro-growth†in car sales, Guangzhou Auto Transmission Co., Ltd. has achieved such excellent sales performance, inseparable with high-quality models and precise market positioning. Since the GS5 was launched, sales volume has continued to climb. In the fourth quarter of 2012, it increased by a month-on-month ratio of 30%, repeatedly hitting a record high sales volume, surpassing the 5,000 mark in December, and ranks among the mainstream hot mid-to-high end SUVs.
Comments: Guangqi Chuanqi just met with a Beijing purchase limit, the independent brand will fall to the bottom, its market performance has been tepid, in 2012 the SUV model GS5 has become a breakthrough in its brand. In the current situation where the SUV segment is hot, independent brands have become a good choice to enter this field. The Great Wall, which has performed well in 2012, was widely recognized by consumers for its performance in the SUV market. It is understood that in 2013, the Great Wall will also launch high-end SUV models and continue to break through the brand. Facts have proved that this is a successful route. Guangqi Chuanxiong has also chosen to break through this area, which has opened up new space for its brand and laid the brand foundation for Guangqi Chuanxiong.
BAIC: Gradually stepping out of the startup period
In 2012, for Beijing Auto's autonomous passenger car, it was the first year and the starting point. On March 19 last year, Beijing Automotive's E-Series was launched. By the end of the year, the E-series had sold a total of 2,008 vehicles. Among them, since June 2012, monthly sales of the E-series have been stable at more than 2,000 units, and the quarter-on-quarter growth was 18% and 48% respectively. In the war ended at the end of the year, it also achieved a “double jumpâ€. The sales volume of the terminal exceeded 3,000 and 4,000 consecutively, laying the leading position in the A0 class vehicle market. As a new independent brand, Beijing Automobiles E Series successfully persisted in its annual sales missions in the event that the cold weather counteracted the A0-class auto market. In the industry, “Beiqi Speed†has been created with “rapid sales growth, fast channel construction, and fast reputation buildingâ€.
Comments: 2012 is not a good year for independent brands, of which the A0-class car is more frustrating. According to statistics, from January to November 2012, the sales of self-owned brand A0 sedan fell 8.7% year-on-year, and the market share decreased by 3.8 percentage points year-on-year. In such a market environment, Beijing Automotive E-Series has grown in a contrarian direction, which not only allowed Beijing Automotive to deliver outstanding answers in the first year of the self-owned brand sedan market, but also laid a solid foundation for the overall promotion of Beiqi Group's own brand strategy. Foundation. In the future, new products based on BAIC's acquisition of Saab technology will be launched one after another. With the reputation and service policies established by the E series, young Beijing auto brands will quickly emerge from the startup phase and gradually enter the mainstream of the segmented market.
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