The policy favors the rapid development of independent brands in the next 5 years

Recently, the "12th Five-Year Plan" of the automotive industry announced that one of the goals is to increase the domestic share of self-owned brands. In 2015, the domestic market share of self-owned brand passenger vehicles exceeded 50%, of which the domestic share of autonomous cars exceeded 40%; in 2015, large-scale automobile enterprises should have the ability to develop independent product platforms that are close to the world's advanced level. Obviously, in the next five years, independent brands will usher in rapid development, and a fight for market share will be inevitable.

Change self-development mode

The “Twelfth Five-Year Plan” for the development of independent brands has once again given enterprises strong support for the development of independent brands. Especially for joint ventures that plan or have released their own brands, the self-owned brand will be the main development branch of the company in the next five years, and the share of sales of autonomous models must be increased in the future.

However, it is worthwhile for the joint venture to note that the “12th Five-Year Plan” puts forward higher requirements for joint ventures to develop their own brands. The plan points out that large-scale automobile enterprises should have independent product platform development capabilities that are close to the world's advanced level. According to the previous development model, many joint ventures developed autonomously, often using the “best use” approach, and the old platform that will soon be replaced will be put into its own brand. For example, it is guessed that the first A0 class car of Guangzhou Automobile Concept brand is from the SDI platform that has been discontinued. Transformed into autonomous products in order to let the product sink, occupy the lower end of the market, and compete with the independent brand occupying this market. Obviously, the "12th Five-Year Plan" will stifle the previous model. Only by establishing a truly independent brand, can a joint venture be at the top of the value chain, and it can also take the Chinese auto manufacturing industry up one step.

Traditional Autonomy "Adversary"

Under the favorable conditions of independent development policies, the auto market competition is considered by the industry to enter the "Three Kingdoms era." In addition to the independent brands represented by the joint venture companies, the self-owned brands of FAW, SAIC, Dongfeng, Beiqi, etc., and traditional independent brands such as Chery, Geely, BYD, etc. will launch a three-party war.

Recently, major automobile groups have announced military orders for their "12th Five-Year Plan." FAW Group announced that during the “Twelfth Five-Year Plan” period, the number of autonomous models will exceed 50%, and the Pentium B90 will be listed. The HQE sedan will also be on the market during the National Day Parade 60th Military Parade; SAIC Motor’s Roewe and MG brands New car planning has also taken shape. By 2015, new energy fuel vehicles will occupy 20% of the market. In 2015, BAIC will strive to enter the top 15 in the world's automotive industry and enter the top 500 in the world. GAC Group’s main target for listing is also to develop its own brands. The first mid- to high-level car dealers are already serving the Asian Games.

Faced with the unique advantages of several major automobile groups and the dominance of joint ventures' own brands, traditional independent brands have encountered an unprecedented development bottleneck. In the first nine months of this year, Chery, BYD, and other independent brands have not performed satisfactorily. How to awaken the potential of market development and increase product competitiveness. The traditional independent brands already have a market foundation, but face three issues in technology research and development, marketing strategies, and even management. mouth. To become bigger and stronger, the next five years are the key.

â–  reporter observation

Independent development should be measured

According to the plan, the momentum for China's autos to vigorously develop during the “12th Five-Year Plan” period is overwhelming. For the development of heavy-duty independent brands, the recall of nearly 1 million domestic joint ventures in the third quarter has caused people to draw attention. There are also lessons and experiences that can be learned. The recall of many days was seen by many people in the industry as the result of "over-development" and "ignoring quality." In fact, the national automobile industry that has been flourishing in the past few years has always been embarrassing in the downstream. No recall does not mean that there is no problem. Chinese enterprises must do their best in the expansion process. Blind investment brings about uncontrollable risks. In the “12th Five-Year Plan” period, large-scale development needs to pay attention to “health”.