When will the self-owned brand become the real protagonist?


The Beijing auto show with a new record of scale has already ended, but there is a serious problem. Chinese consumers' pursuit and enthusiasm for transnational brands is far more than their own brands, making the independent brands that should become the protagonists look more like a foil.

During the Beijing Auto Show this year, Forbes magazine published a commentary on "Beijing Auto Show 2014: Success may come Thai may come" to describe the situation of independent brands. The commentary stated that “in China, foreign brand cars have become more attractive to consumers than local brands”. At the same time, the "New York Times" and "Financial Times" also expressed their views that China's own brands are facing a crisis.

Although the opinion of foreign media does not fully reflect the status quo of independent brands, it is unavoidable that independent brands continue to be challenged by foreign media. Due to the lack of brand power, the current market performance of independent brands in the transition period is not good-looking. According to statistics, since September last year, the market share of China's branded passenger vehicles continued to decline. In the first quarter of this year, the share of Chinese brand passenger cars fell by 4.5 percentage points compared with the same period of last year, and the share of Chinese brand cars was higher than the same period of last year. Decreased by 6.2%.

Wang Xia, president of the China Council for the Promotion of International Trade Motors, once said that "Beijing Auto Show has become the main stage for independent brands." However, from the current point of view, independent brands are not the protagonists on the stage. The number of visitors in front of independent brand booths is far behind the E4 and E5 galleries that are gathered in luxury cars.

However, we should also see that at this year's auto show, Dongfeng, Beijing Automotive, SAIC, Geely, Chery, BYD, and Great Wall have more booths than many multinational car companies. Of the 118 global launches and Asian launches, more than half were self-owned brands. Independent brands participating in the exhibition include not only concept cars, medium and high-end vehicles, but also pure electric vehicles and plug-in hybrid vehicles. Regardless of the overall strength of the product or the richness of the product line, independent brands have demonstrated to some extent the ability to compete against the joint venture brand.

It is worth noting that various foreign media have also mentioned the progress of China's own brands in the report, which itself has also increased the attention of independent brands. It is expected that after the closing of the Beijing Auto Show, a large number of new models of self-owned brands debuted in the market will enter the market one after another and the overall market competitiveness of self-owned brand cars will be improved. I hope that the next Beijing auto show will not only be the main stage for independent brands, but also hope that the independent brands will become the protagonists on their own stage.


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