The topic of FAW Group has always been a hot spot in domestic autos. As the eldest son of the Republic Auto, which is in charge of more than 300 billion yuan in assets, FAW's every move has an important impact on Chinese cars. To this end, the reporter recently interviewed the related leaders of FAW Group on some hot topics. - Companies want to be their own brands. There is no reporter who just wants to do it for others: Is the overall market in the first quarter not so good? FAW Group leaders: The overall situation of China’s autos is still good, but the base number is large, the growth rate is not as fast as last year, and this year it also faces dramatic price shocks. The destabilizing factors in the auto market have increased compared to last year. However, under the background of high growth in the previous year and a growth rate of 100% last year, the overall growth rate of this year is still good, and the living environment of the market has not been imagined as bad. The sales of trucks are good this year, and the liberation has increased by 18.8%. We are full of confidence in the development of the first truck brand in China. Reporter: How do you view the current price cuts of many manufacturers' cars? FAW Group leaders: The price of cars will become lower and lower as competition increases. Each company has its own development space, each has its own marketing strategy, and the price strategy is one of them. This is a normal situation. As long as it is a marketing strategy that can meet consumer demand and promote the development of the company, it can be used. Reporter: Shanghai Volkswagen stated that Sang 3000 does not belong to the German public but belongs to a joint venture company. So how did FAW-Volkswagen continue the Jetta brand? FAW Group leaders: Jetta experienced the first and second improvements. In the future, FAW-Volkswagen will gradually strengthen its own research and development capabilities, and there will be FAW-Volkswagen's proprietary products. Enterprises want to own their own brand, this is the fundamental development of the company's true, without this basis, the other is likely to be doing for others. Therefore, FAW-Volkswagen will certainly strive to develop its own core competitive products. -China's future car market is mainly the following A-class market reporter: Now the FAW-Volkswagen product line Audi A4 is the first class B car, but from the price, the assembly is very advanced, followed by Polaris, FAW has Did not consider the mid-range car? Is there a car with 20-35 million or so? FAW Group leader: In fact, you said that the price of the car now we have already, such as Audi 1.8 should be the price. Now from the first car as a whole, there are basically all kinds of cars, from Xiali to Audi. Moreover, the crown that will be put into production is also taking the route of high-end car. If we must say the gap, I think that the Passat model of this grade, really belongs to this series of models, now the first car is still relatively lacking, we will make efforts in this regard. Reporter: How is Golf selling now? FAW Group leader: From my personal point of view, golf is also the driver's car, because it is indeed comfortable to open, it can meet the living needs of urban white-collar workers. In Europe, from the president to the general public, golf is played. Recently, golf sales have been increasing, and 1.6L has been out of stock in many parts of the country. Reporter: Why wasn't it really good at the time, is it related to marketing strategy? FAW Group leaders: There are two reasons: First, the launch time, FAW - Volkswagen has just launched, the European market will have a golf A5, but the golf A5 does not have much improvement, the price is also higher than the A4 a large grade; Second, in addition to Some returnees from overseas have purchased because of their understanding of golf, and most consumers do not know enough about this hatchback championship. However, we have been very confident in golf. The Volkswagen brand cars are to be spread by word of mouth. The best example is Jetta. Reporter: Why didn't FAW-Volkswagen produce 5th generation golf and chose to produce 4 generations? Why not produce 5 generations directly? FAW Group leaders: FAW-Volkswagen decided to produce the fourth-generation golf, which is a long-term demonstration. First of all, after analysis, we found that Golf A5 did not use too many new technologies on the premise of a much higher cost. This may not be the car that Chinese consumers need. Secondly, the A4 platform for golf is more mature, and now the fact proves that Golf A4 is famous for its reputation. The European market is still better than the A5. There are also many factors such as delivery time and environment. In short, we make such a decision based on the needs of consumers. - The first car dreams to want to do its own brand reporter: We talked about the brand in the previous paragraph. Is it necessary for China to develop its own brand? Can you grow? FAW Group leaders: Now that China's relatively large joint venture car companies, most of them are studying localized brands accordingly. Even the localized brands that are produced locally by foreign car companies are based on the user's point of view, starting from the user's adaptability. Also, with the independent brands, foreign products and Chinese names, a brand can truly be recognized by users and must have a corresponding market share and genuine connotation with Chinese characteristics. As for whether China needs to develop its own brand and whether it can grow, the attitude of the first car has always been positive. Reporter: I have been very confused about this issue. FAW Group leaders: For the development of independent brands, in fact, most of China's auto companies are in action, and some companies began to plan, but some companies have been doing for a long time, such as the first car. No company does not want to have its own brand, any company wants to have its own things, but to solve the problem of how to develop. The development of self-owned brands in the first car was also started from the introduction. Liberation was introduced from the Soviet Union, but no one will deny it as a Chinese car brand. Therefore, I think there are many ways for companies to develop their own brands, and the first car is to do everything possible, try hard, and use uninterrupted scale accumulation to support a good development space for an independent brand. In the words of Yan Yanfeng, the general manager, is to live with loneliness for 20 years. Reporter: It is easy for people to place higher expectations on FAW's position and fame. FAW Group leaders: From the perspective of the Chinese market, existing consumers have not yet formed sufficient brand dependence, because there is no certain accumulation. A country is open for protection. Although it produces other people's products, it still wants its own heart. In the world's major automobile manufacturers, their own brand development has many unique opportunities and characteristics. For example, people in Japan and South Korea have a unique national sentiment for their products; while the world’s leading companies in the United States and Europe have a hundred years of history in automobile manufacturing. For the entire Chinese auto industry, it is only through solid accumulation that we must develop truly brand with international competitiveness and strong vitality. The first car dreams to want to do a good national brand. (Author: Zhang Yaodong)
FAW Group Leaders' Voice: Dreaming to Do a National Brand
The topic of FAW Group has always been a hot spot in domestic autos. As the eldest son of the Republic Auto, which is in charge of more than 300 billion yuan in assets, FAW's every move has an important impact on Chinese cars. To this end, the reporter recently interviewed the related leaders of FAW Group on some hot topics. - Companies want to be their own brands. There is no reporter who just wants to do it for others: Is the overall market in the first quarter not so good? FAW Group leaders: The overall situation of China’s autos is still good, but the base number is large, the growth rate is not as fast as last year, and this year it also faces dramatic price shocks. The destabilizing factors in the auto market have increased compared to last year. However, under the background of high growth in the previous year and a growth rate of 100% last year, the overall growth rate of this year is still good, and the living environment of the market has not been imagined as bad. The sales of trucks are good this year, and the liberation has increased by 18.8%. We are full of confidence in the development of the first truck brand in China. Reporter: How do you view the current price cuts of many manufacturers' cars? FAW Group leaders: The price of cars will become lower and lower as competition increases. Each company has its own development space, each has its own marketing strategy, and the price strategy is one of them. This is a normal situation. As long as it is a marketing strategy that can meet consumer demand and promote the development of the company, it can be used. Reporter: Shanghai Volkswagen stated that Sang 3000 does not belong to the German public but belongs to a joint venture company. So how did FAW-Volkswagen continue the Jetta brand? FAW Group leaders: Jetta experienced the first and second improvements. In the future, FAW-Volkswagen will gradually strengthen its own research and development capabilities, and there will be FAW-Volkswagen's proprietary products. Enterprises want to own their own brand, this is the fundamental development of the company's true, without this basis, the other is likely to be doing for others. Therefore, FAW-Volkswagen will certainly strive to develop its own core competitive products. -China's future car market is mainly the following A-class market reporter: Now the FAW-Volkswagen product line Audi A4 is the first class B car, but from the price, the assembly is very advanced, followed by Polaris, FAW has Did not consider the mid-range car? Is there a car with 20-35 million or so? FAW Group leader: In fact, you said that the price of the car now we have already, such as Audi 1.8 should be the price. Now from the first car as a whole, there are basically all kinds of cars, from Xiali to Audi. Moreover, the crown that will be put into production is also taking the route of high-end car. If we must say the gap, I think that the Passat model of this grade, really belongs to this series of models, now the first car is still relatively lacking, we will make efforts in this regard. Reporter: How is Golf selling now? FAW Group leader: From my personal point of view, golf is also the driver's car, because it is indeed comfortable to open, it can meet the living needs of urban white-collar workers. In Europe, from the president to the general public, golf is played. Recently, golf sales have been increasing, and 1.6L has been out of stock in many parts of the country. Reporter: Why wasn't it really good at the time, is it related to marketing strategy? FAW Group leaders: There are two reasons: First, the launch time, FAW - Volkswagen has just launched, the European market will have a golf A5, but the golf A5 does not have much improvement, the price is also higher than the A4 a large grade; Second, in addition to Some returnees from overseas have purchased because of their understanding of golf, and most consumers do not know enough about this hatchback championship. However, we have been very confident in golf. The Volkswagen brand cars are to be spread by word of mouth. The best example is Jetta. Reporter: Why didn't FAW-Volkswagen produce 5th generation golf and chose to produce 4 generations? Why not produce 5 generations directly? FAW Group leaders: FAW-Volkswagen decided to produce the fourth-generation golf, which is a long-term demonstration. First of all, after analysis, we found that Golf A5 did not use too many new technologies on the premise of a much higher cost. This may not be the car that Chinese consumers need. Secondly, the A4 platform for golf is more mature, and now the fact proves that Golf A4 is famous for its reputation. The European market is still better than the A5. There are also many factors such as delivery time and environment. In short, we make such a decision based on the needs of consumers. - The first car dreams to want to do its own brand reporter: We talked about the brand in the previous paragraph. Is it necessary for China to develop its own brand? Can you grow? FAW Group leaders: Now that China's relatively large joint venture car companies, most of them are studying localized brands accordingly. Even the localized brands that are produced locally by foreign car companies are based on the user's point of view, starting from the user's adaptability. Also, with the independent brands, foreign products and Chinese names, a brand can truly be recognized by users and must have a corresponding market share and genuine connotation with Chinese characteristics. As for whether China needs to develop its own brand and whether it can grow, the attitude of the first car has always been positive. Reporter: I have been very confused about this issue. FAW Group leaders: For the development of independent brands, in fact, most of China's auto companies are in action, and some companies began to plan, but some companies have been doing for a long time, such as the first car. No company does not want to have its own brand, any company wants to have its own things, but to solve the problem of how to develop. The development of self-owned brands in the first car was also started from the introduction. Liberation was introduced from the Soviet Union, but no one will deny it as a Chinese car brand. Therefore, I think there are many ways for companies to develop their own brands, and the first car is to do everything possible, try hard, and use uninterrupted scale accumulation to support a good development space for an independent brand. In the words of Yan Yanfeng, the general manager, is to live with loneliness for 20 years. Reporter: It is easy for people to place higher expectations on FAW's position and fame. FAW Group leaders: From the perspective of the Chinese market, existing consumers have not yet formed sufficient brand dependence, because there is no certain accumulation. A country is open for protection. Although it produces other people's products, it still wants its own heart. In the world's major automobile manufacturers, their own brand development has many unique opportunities and characteristics. For example, people in Japan and South Korea have a unique national sentiment for their products; while the world’s leading companies in the United States and Europe have a hundred years of history in automobile manufacturing. For the entire Chinese auto industry, it is only through solid accumulation that we must develop truly brand with international competitiveness and strong vitality. The first car dreams to want to do a good national brand. (Author: Zhang Yaodong)