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Last week, at the raging Guangzhou Auto Show, relevant agencies released a report titled “Study on the Survival Environment of National Automobile Brandsâ€. This report analyzed in detail the micro-environment of national automobile brands, including supporting systems, research and development, and marketing networks. .
The most noticeable of these is that the report points out that the current ten national automobile brands are facing threats, that is, increasingly stringent standards and regulations, and the trend of being manipulated by multinational corporations; multinational automobile companies use the joint venture brand network to directly lower prices. Dumping of foreign brands; joint venture brands are accelerating their entry into low-end market segments and competing with national brands in the same market segment; technical barriers and technological blockades of multinational companies and parts and components companies in the key component sectors; and multinational companies passing through foreign markets. Legitimate and improper measures to curb the export of national brands to overseas; continued price war, reduced corporate profitability, weakened the future competitiveness of national brands; influence of foreign culture on consumer behavior; not responsible for the national brand of media The wrong reports and misguided; national brands themselves give up independent development, independent innovation and independent brands.
This threat is bound to make many national brands lament the "difficulties of the world." Looking at the current domestic national brands, people can not help but think of Chinese films. Nowadays, many domestic movies adopt the “go first, come back again†strategy and hold the international award to win the domestic box office. At present, in the fiercely competitive domestic market, many national brands have “goed outâ€: BYD “walked†to Russia, and Chery “walked†to Central and South Asia... In the face of the world’s largest market, national brands have incessantly Going far away, this has made them even more helpless.
In fact, the threat of foreign brands has always existed, and this existence is also normal. Compared with the history of foreign automobile giants for nearly one hundred years, as a national brand of juniors, it is naturally impossible to compete with them. After all, apprentices are apprentices. It takes time to think of blue and blue. You can't face reality, but you can't change reality. Not long ago, when formulating standards for hybrid vehicles, the relevant departments adopted Toyota's standards, and many people had raised objections. However, if you think about it, Toyota is the world’s most successful manufacturer and sales company of hybrid vehicles. It has considerable authority in hybrid vehicles. If you do not even have such ready-made experience, you should not “close the door†and lose out. Only yourself.
The threat is not terrible. It is important to face it squarely. But for expectations, it's important to be mindset. In the "Eleventh Five-Year Plan" not long ago, the state placed ardent expectations on national brands and pointed out that it must vigorously support the development of independent brands. For this high hope, all ethnic brand enterprises must of course try to find satisfactory answers. However, “the greater the expectation, the greater the disappointmentâ€, just like those children who are given high expectations by parents, and finally some children are often destroyed in that expectation. But this does not mean that there is no expectation, there is no future without hope! It's just the key to getting it right. In the end there are always winners, and their winning secret is the "mindset." For the strong, expectation is a stress, not a burden.
National brands are our Chinese “children†and we all hope it will have a bright future. As the national brand itself, there are still many efforts to be made in internal and external work. Recalling the words of the former Chinese football coach Milo, "Attitude is everything," and it is given to national brands that are struggling.
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