“too tired, really tired.
” “how long has it been since you rested?” I have been working for a month in a row.
“it’s all the same.
” At the moment, the Chinese auto market has a lot of volume, perhaps only those who are in it understand it.
A conversation at the beginning of the article comes from a friend of mine and a mainframe factory.
If in the past 2023, the whole industry not only competed, but also gave people a certain opportunity to adjust, then in 2024, an ongoing round of bayonet fights made people feel so suffocated that there was almost no room for mistakes.
It is precisely against this background that recently, in many public occasions, there might as well be car bosses, or media teachers, standing in a variety of dimensions, complaining about the deteriorating situation again and again, and calling again and again not to overdo it.
But ask yourself, is it useful? Personally, the answer is no.
Especially when the tide of electrification becomes more and more intense, the old order is overthrown and the new rules are being reshaped, China’s auto market is bound to roll in, and it will be a more violent “special volume” until the pattern is divided.
In this process, complaining every day does not play any role, and it is even possible that, as written in the title of the article, it becomes the existence of the card table first.
And car companies that really try to make a difference and stay until the final game should first learn to “shut up” and speak with concrete actions.
As for the following content, I will focus on joint venture brands and independent brands respectively, and talk about my two discoveries and thoughts based on the “inner volume”.
Good products are the root, not apocryphal, when the joke that “in the past there was no money to buy BBA, now there is no money to buy BBA”, when North and South Volkswagen had to lower their arrogant heads in order to maintain decent sales, when Toyota’s new generation Camry dual engine was launched soon, it dropped to 149800 yuan for sale, when you can even buy a Land Rover for 200000 yuan and even find Shenxing.
I have to sigh that the Chinese car market has changed and the joint venture brand has collapsed.
Homeopathy, I can’t help thinking of a judgment repeatedly mentioned: “in this barrage of bullets, the first in jeopardy is the legal system that does not accept soil and water, followed by the Korean system and the American system, which adhere to the line of performance-to-price ratio, and then the Japanese system, which focuses on low economic consumption, will run into big trouble.
because of the existence of BBA and the public, the German system has the thickest blood, but it is still far from the courage it was then.
” As a result, looking at the market data as of May, the total share of joint venture brands in China’s auto market has shrunk to only about 45%, and there is a trend to continue to decline.
So, why can’t they fight? In fact, the reason is not difficult to understand.
Once in the era of traditional fuel vehicles, the joint venture brand has the absolute say and pricing power, completely lying in comfort to make money.
The so-called offensive of independent brands is more like “tickling” and can not cause too much waves.
Can enter the era of smart electric cars, as retail new energy penetration approaches the 50% mark in May, joint venture brands suddenly find that “corner overtaking” is no longer a slogan, and independent brands are rising much faster than expected.
the latter are attacking the hinterland they hold in a decadent way.
From the car market, to the SUV market, and then to the MPV market, the previously proud “profit cow” has been helplessly pulled down the altar.
Of course, looking deeper, the comprehensive ability of independent brands is getting stronger and stronger, which is the most essential reason for this situation.
Last week, we deeply tested the hot standard version of “Internet Celebrity role” Xiaomi SU7 and the new Honda Accord Phev premium version that the company just bought.
The official price of the former one is 215900 yuan, and the official price of the latter is 238800 yuan.
Guess what? Regardless of chassis texture, power reserve, intelligent experience and comfort configuration, we firmly believe that Xiaomi SU7 Standard Edition has done a better job.
When you see this, some readers will surely think that I am deliberately stepping on a handful of them.
In this regard, I do not want to refute anything, but also please have the opportunity to experience it for yourself.
At that time, I believe many people will understand that feeling.
At present, in terms of many mainstream subdivided models, independent brands have achieved multi-dimensional transcendence for joint venture brands, which is the result of no dispute.
In short, in the Chinese auto market, please bear in mind: “A good product is the root.
” As long as it is strong enough, consumers will certainly pay for it.
You should blame yourself for the collapse of the joint venture brand.
, do a math problem, “come to the table first!” You’re just an audience now! Instead of improving yourself, why don’t you pull others? ” This year, in sharp contrast to the same plight of joint venture brands, the relationship between independent brands is more like “tension”.
The ferocious comments at the beginning of this paragraph came from the account “Xiao Di KuaiBao” on Weibo.
What is very subtle is that at noon on the same day, Li Yunfei, general manager of BYD Brand and Public Relations, has just posted a post on moments.
Recently, we have received reminders from many parties that a car company is using black public relations means to belittle, trample and maliciously slander our brand and products.
We are now soliciting effective clues and evidence of black public relations from the vast number of netizens and people from all walks of life, including, but not limited to, chat records, audio and video recordings, e-mails, contracts, payment, and other information.
as long as we can clearly point to the relevant individuals, black public relations advertising companies or relevant car companies, we will report them to the relevant departments of public security and economic investigation.
” The above-mentioned continuous output full of information can not help but arouse people’s imagination.
And who is the protagonist of BYD’s attack? I believe that onlookers who are in the front line have their own answers, so the article will not make a specific roll call.
As a bystander, what I want to say is: “because the pattern of China’s car market is undergoing earth-shaking changes, if you want to wear a crown, you must bear its weight, the tit-for-tat confrontation between independent brands will be common.
” In order to get a bigger cake and snatch more dividends, there is no peace with the friendly years, only overtly and secretly.
Just this week, according to Bloomberg, Chinese brands continue to create milestones, with sales in the global market surpassing those of American brands for the first time last year.
Specifically, according to the statistics of relevant research institutions, independent brands represented by BYD sold a total of 13.
4 million new cars, successfully surpassing 11.
9 million American brands represented by Ford and Chevrolet.
Although Japanese brands maintain an absolute lead by virtue of the performance of selling a total of 23.
6 million new cars, but we have every reason to believe that our own brands will continue to catch up at an extremely fast pace.
Further split the above data and do a simple arithmetic problem.
In 2023, among the 11.
9 million new cars owned by American brands, 5.
3 million will be sold locally, 1.
5 million will be sold in China, 0.
9 million will be sold in Europe, and 4.
2 million will be sold in other countries around the world.
In 2023, among the 23.
6 million new cars owned by Japanese brands, 4.
6 million will be sold locally, 3.
6 million will be sold in China, 1.
8 million will be sold in Europe, 2 million will be sold in India, 2 million will be sold in other Asian countries, and 4 million will be sold in the Americas and other southern hemispheres.
Looking back at the 13.
4 million new cars owned by self-owned brands, 10 million were sold locally and 3.
4 million were sold overseas.
We want to surpass Japanese brands and win the global sales crown.
Putting aside the constraints of geographical factors, how to capture as much of the share of American, Japanese, including German brands in the Chinese market as possible, as well as their share in some European countries, Southeast Asian countries, including South American countries, is the really important thing.
It is roughly estimated that the sales of Chinese self-owned brands at home should increase by at least about 5 million vehicles, and the sales of overseas brands should increase by at least about 5 million vehicles.
Because of this, while rolling inward, expanding outward cannot fall.
After all, only in this way can the hard-won overtaking in corners and the crazy rolling in the Chinese auto market be more effective and meaningful.
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