Why is it so difficult for Chinese auto companies to build high end brands?

Another reason why it is difficult for Chinese automakers to build high-end brands is the general lack of strategic focus and overall vision. Take Qoros as an example, obviously a good end wants to build a luxury car brand, because the sales volume can't rise in a short period of time, and suddenly panics, and engages in price reduction activities. The ultimate purpose of branding is to create brand equity, and the core of brand equity is core values.

Only when the core values govern all marketing activities can we continue to add points to the brand equity, and finally achieve brand premium and become a high-end brand. Price reduction** is doing sales, but not branding. For the sake of short-term sales and market returns, it is impossible to achieve a brand. ‍‍

The history of other people's cars has a history of hundreds of years, how many years does China have? Building a car is based on the accumulation of technology. For example, in the past, pickup trucks in our country were not recognized, but now Great Wall pickup trucks are very popular abroad.

In addition, it is the prejudice of the Chinese people, we have always believed that the quality of Chinese cars does not believe, does not recognize the reactive car, and rejects it in the heart, so what is the high-end. ‍‍

Mainly because of technical problems, foreign technology is more mature than China's. Most people also trust foreign cars.

The core value of the enterprise is not prominent, and the publicity and promotion are not in place. BMW's driving pleasure, Volvo's safety, and Mercedes-Benz's luxury are all high-end brands that take their core values to the extreme; However, domestic automakers do not promote their core values to consumers, or consumers do not recognize the core values of domestic manufacturers. Therefore, it will lead to the "luxury car brand" launched by domestic manufacturers to be applauded or not, and the car owners cannot sell it, and the later operation will not be able to keep up, resulting in a vicious circle. ‍‍

China's car companies lack "high-end" genes, and the fundamental reason why it is difficult for Chinese high-end car brands to break through is not that China cannot make cars with first-class design and technology, but the lack of genes of China's high-end car brands. The brand gene is essentially the core value of the brand, and the genetic difference between humans and gorillas is less than 1%, but the gap between the two is worlds apart, which is the fundamental reason why it is difficult for China to build a high-end brand. ‍‍

I think it's because of the technical reasons, the engine technology of foreign manufacturers has been studied for several generations, and many domestic ones have only been developed after the introduction; And the technology introduced can be said to be the technology that others no longer use, and it itself lags behind others; And the self-developed engine, the Chinese people have no confidence in it. In addition, there are many supporting facilities that have not kept up: such as new materials, production processes, etc. ‍‍

China's industry is gradually moving into high-end products, after all, foreign companies have a history of decades, or a hundred years of manufacturing. China is slowly catching up. Late start. ‍‍

The main reason is that he started late and lost at the starting line, which is the most important, and some patents have been discovered by others.

Because everyone feels that imported cars are good and domestic feels too embarrassing, domestic companies do not build high-end cars.

Don't think about the high-end! It's already good to build a few ordinary brands that can sell as well as Toyota and Volkswagen! Chinese cars started too late, the technology is not mature, and most Chinese people do not recognize it! I would never consider buying a domestic brand car.

I don't think a luxury brand can be built in a year or two. Accumulated little by little, let's say that domestic production has been improving. So it's better to be patient. ‍‍

Without more than ten years and twenty years of technical precipitation, even a mid-range brand can't be built!

This requires a process, after all, the development time of China's automobile industry is very short.

Why does the car have to build a high-end brand?

Bian Xiao also deeply agrees with your question, really not to mention looking at the whole world. I am afraid that the car brands in the domestic market alone will be counted for a while and a half. After all, if nothing else, the number of independent car brands alone is already extremely large.

Not only are there many brands, but there are complex acquisition relationships between them. But it seems a bit of an exaggeration to say that they are complex. After all, if you look closely, it is not difficult to find that the current pattern of car brands is still very clear.

Automobiles in the world are broadly divided into several major sectors, including the United States, Germany, Japan, France, South Korea, the United Kingdom, and Italy. Of course, domestic independent brands are indispensable. After all, in the domestic market, independent brands still occupy a large base. There are many factions and many brands.

But there are only a few at the top of the list, such as Volkswagen, General Motors, Ford, Toyota, Mercedes-Benz, BMW, Fiat, Hyundai and so on. Among them, Volkswagen is the most complicated, because it holds the top sports cars of brands such as Bugatti, Lamborgy Verconi and Porsche, as well as Bentley and Audi, which have a more luxurious business image. It can be said that Volkswagen is the largest of all brands at the moment, which is why maybe all the cars in the world will be Volkswagen in the future.

After all, the family has strong capital, and the brand accumulated over the years cannot be infringed upon at will. Of course, this is just a joke with a pre-emptive half. With my own brand, maybe one day Volkswagen will become my own brand as well?

Global car brands are like a big net, it's really disorganized, but when you find clues to talk about Shanqing, you will find that everything is clear. As for why there is a group that controls many well-known brands, it is not only because it is a strategic acquisition and merger, one is willing to buy and the other is willing to sell, so there are so many big cars and the sea.

Millions of car purchase subsidies.

<> What is the current situation facing the development of domestic auto brands? Let me explain it from the following aspects:

First of all, many auto brands have not taken advantage of diversified new ** platforms, and their publicity targets are scattered. In terms of communication channels, the traditional brand promotion role of the platform is being replaced by the new network platform, and the traditional platform has a limited communication scope, and it is difficult to break through the constraints of the signal transmission line of the traditional platform to expand more potential customers; In terms of display methods, although domestic automakers have their own brand new car launches, corporate annual meetings and auto shows every year to attract attention, there is a lack of other novel display methods to further attract attention. Not only that, the traditional advertising can only be based on the time period (such as the first time of TV), occupation (such as newspapers in various industries, etc.), and the publicity target is too broad to classify and profile customers, so as to carry out targeted advertising for specific target groups.

Secondly, there is a lack of offline activities, and user interaction and experience are weak. Domestic automobile brand propaganda always falls into the misunderstanding of only doing propaganda to do publicity, and ignores people's satisfaction of the soul and the pursuit of spirit, from the advertising content can be glimpsed one or two: propaganda only promotes the function and appearance of the car itself, and the user experience is not considered at all.

This kind of propaganda method is not effective because of the lack of interaction and experience between publicity and offline activities, and the monotonous method.

Finally, there is a lack of brand connotation and a lack of big IP that meets the quality of the brand. Brand connotation is the soul of an enterprise, should take precedence over the development of the product itself, for example, the brand connotation of Mercedes-Benz is "Mercedes-Benz original, in one line" reflects the individual needs of the product and the accumulation of historical heritage. However, few domestic brands have a brand spirit or advertising slogan that can be well-known and familiar, and even many good domestic car brands have been forgotten by enterprises in the long river of time in order to cater to the market.

The situation before us is reform. Now new energy vehicles are particularly popular, so domestic cars must step up the research and development of new energy vehicles, and must achieve green travel.

There are many dilemmas, because there is no way to guarantee the brand quality of domestic cars, so cars will be affected by Japanese cars or German cars.

It can represent the rise of domestic cars, but there is still a certain gap between our technology and foreign brands in one aspect.

Nowadays, the number of automobiles is increasing, especially the automotive industry is one of the hottest industries at present. After all, with the development of the economy, everyone's living standards have also improved. Therefore, the demand for automobiles is increasing, which has directly led to an increase in the number of cars sold by many car sales companies in the world compared with previous years.

In fact, for a long time, China's automobile market has been monopolized by foreign brands. This also directly leads to the living space of China's independent car brands has been greatly affected, so it is necessary to develop their own independent car brands belonging to Chinese. The state attaches great importance to this aspect, and gives a lot of financial support to relevant automobile research and manufacturing enterprises.

With the development of science and technology, China's independent automobile brands have also moved to the point of high-end. It is also further narrowing the gap with Western European and American countries, but on the road to high-end, it will inevitably be full of many difficulties. China's automobile manufacturing companies must also invest more money and technology to overcome technical difficulties in related aspects.

Although there are currently a large number of independent car brands in China, and the number of sales is also increasing year by year. However, it is undeniable that there is still a certain gap between China's independent car brands and European and American countries in some aspects. In this regard, we should face up to the gap, and we can actively learn or invest in research and development of more advanced technologies.

Especially in terms of engines, it has always been our shortcoming. The engine is the soul of a car, and the quality of a car has a lot to do with the engine. After all, China's starting time in this area is lagging behind that of European and American countries, so it is inevitable that there will be some gaps.

But the most important thing is that we should find a way to overcome the difficulties, and the most important thing is to narrow the gap between the two sides. <>

With the national policy to vigorously encourage independent innovation, to make up our minds to overcome the difficulties of pinching the neck of the grinding technique controlled by others, to create their own core technology, China's independent brand to lead the domestic car to high-end pickpocketing, to a certain extent, does show the rise of domestic cars.

I don't think the world is praised, because it's just that the price is high, and a lot of performance only looks like it has improved, but in fact, it has not changed the soup but not the medicine, and it has not yet become a high-end car.

BYD, a company that feels down-to-earth and enterprising.

In my heart, the Harvard brand will get better and better, because Harvard's models are well designed and sold well, and recently Great Wall plans to separate Harvard.

I think in my mind, the BYD brand will develop better and better, I have to say that BYD is developing very fast, and it is also developing very well.

In my mind, the brand of Hongqi will develop better and better, because Hongqi represents China.

To make the quality to the extreme, become a "hot model", a small number of independent brand car companies already have this strength, we are pleased to see the successful exploration of supply-side reform. However, to truly realize the high-end of Chinese brands, it depends on the group breakthrough, and it also depends on the continuous high quality and hot sales of two or even three generations of products. Improving quality is only the first step in narrowing the gap between Chinese and foreign brand cars.

First of all, the cross-level competition strategy has achieved Geely, GAC and other "god cars". That is, compared with international brands, either the same **, the model is two levels larger; Either the same size and **, the configuration process is two levels higher. At present, although the cross-level strategy is more feasible, there is no technology transfer fee, and the investment management is more budget-conscious, but the cost is limited after all, and if there is no return on the R&D investment of the huge leakage, what will be done in the future?

International brands raise the level and press the first, will consumers still choose you?

Secondly, the upgrading of parts and components has become an important part of this round of quality improvement. According to reports, almost all of the parts of a certain "god car" are made of Bosch and other Fortune 500 companies, and more than 60 local small companies that have worked hard for many years are forced to go out. Although most of the international first-class companies have built factories in China, the development of the local parts industry cannot be developed, which not only means that the core technology is controlled by others, but also the cost advantage of Chinese trademark brand passenger cars will be gradually lost.

Finally, there is no end to the quest for services, manufacturing details and precise processes. Compared with international brands, Chinese brand passenger cars are closer to the market. After the key training, the enthusiasm and dedication of the marketing service personnel are beyond doubt.

However, there is still a big gap between service awareness, detail control and process refinement compared with international brands. It is difficult to say that consumers' experience of quality is perfect, which will pose a huge challenge to Chinese brand passenger cars.