·Overseas expansion steps to accelerate independent exports

In the past two years, as China's auto market has returned to stability and the market structure has become more stable, many independent brand manufacturers have turned their attention to overseas markets while developing domestic business.
According to the latest statistics, from January to September this year, SAIC Datong's overseas market sales volume was 3,083 units, surpassing its annual overseas market performance in 2013 and 2014, becoming the world's first wide-body light passenger market coverage and the number one sales volume. s brand. In addition to SAIC Chase, this year's independent brand export business of Chery Automobile, Changan Automobile and Jianghuai Automobile is also in a positive position.
Although factors such as increased competition in export trade and unstable market environment have caused a great impact on China's automobile export business, China's independent brand car companies are still actively developing overseas business, which not only helps ease the growth of the domestic market. The slowing down pressure is also beneficial to the long-term development of independent brands. Shi Jianhua, deputy secretary-general of the Automobile Industry Association, said: "To build strength in the country and to follow the market demand in the international market, this is the path for China to become a car power."
Taking advantage of the “price-performance ratio” In line with the domestic situation, at present, the overseas competitive advantages of independent brands are mainly concentrated on cost performance. For example, the development status of the above-mentioned Vodafone in the New Zealand market, “low-priced quality” is becoming synonymous with China’s own brand, and the auto industry, like other industries, is achieving a leap from “Made in China” to “Quality in China”. .
"At present, SAIC Chase's competitive advantage in New Zealand is mainly concentrated in the cost-effective sector. Whether it is the price or after-sales maintenance, SAIC Chase models allow consumers to enjoy reliable quality while significantly reducing the cost of car purchase and use." A New Zealand distribution The person in charge of commercial sales said. The local car owners’ representatives agreed with this view: “In the past, when other brands were used, not only the price was high, but also the after-sales maintenance cost was very high. SAIC Chase provided us with another option.”
With the advantage of cost performance, it has only been listed in New Zealand for more than a year. SAIC Chase has occupied 15% of the market share of wide-body light passengers and entered the top three in the market. It currently has 20 sales and service outlets in New Zealand, and its business covers the whole country. According to insiders of SAIC Chase, the wide-body light passenger V80 and MPV G10 have been launched in the New Zealand market, followed by the G10 diesel version, as well as pickup and SUV models.
“From January to September this year, SAIC Datong achieved a total of 24,896 vehicle sales, an increase of 84% year-on-year. Among them, sales volume in overseas market reached 3,083 units, an increase of 171% year-on-year, far exceeding the annual overseas market performance in 2013 and 2014. Exported to nearly 40 countries," SAIC Chase insiders said, "The optimal price/performance ratio has become the unique label of SAIC Chase in the overseas wide-body light passenger market."
In fact, the rapid expansion in overseas markets will not only help the short-term sales growth, but also play an active role in the long-term development of SAIC. According to SAIC Chase's plan, overseas sales will account for 20% to 30% of overall sales in 2020.
However, in the current low base, the export increment of SAIC Chase has little impact on the overall export business of China's own brands. China's auto export business is still affected by multiple factors and still shows a significant downward trend. How to achieve in the overseas business sector The break is one of the major issues facing the Chinese automotive industry.
In view of the overall economic downturn, the overall economic downturn is affected by the overall economic downturn. According to the statistics of the China Association of Automobile Manufacturers, the automobile market in China was in poor condition from January to September this year. The production and sales of passenger cars were 14.6603 million and 14.547 million, up 1.49% year-on-year. 2.75%; commercial vehicle production and sales of 2,485,300 units and 2,508,700 units, down 12.48% and 11.83% year-on-year. Among them, the export volume of passenger vehicles from January to September was 323,200, down 17.5% from the same period of the previous year; the export of commercial vehicles was 230,400, down 15.1% from the same period of the previous year.
At the same time, however, self-owned brand cars are showing their competitiveness against the market in China: From January to September, Chinese brand passenger cars sold a total of 5,500,300 units, an increase of 11.71% year-on-year, accounting for 40.90% of the total sales of passenger cars. The share increased by 3.28 percentage points over the same period of the previous year.
This unbalanced development at home and abroad confirms the widely accepted view in the industry that independent brands have largely broken through the bottleneck of brand power and product strength, and their strength has gradually increased. When domestic business is stable and rising, overseas business There is still a lot of room for growth.
Shi Jianhua said: "At present, the external reasons for the obstruction of China's automobile overseas export business are unstable export policies, appreciation of the RMB exchange rate, etc., while internal reasons are problems such as unacceptable soil, unfavorable strategic layout and insufficient brand power."
As it says, the factors that cause China's automobile exports to be poor are multiple. However, if the objective reasons cannot be changed, only the reasons and solutions can be found from oneself to alleviate the current urgent needs.
In this regard, SAIC Chase chose to offer “price-performance” cards in developed countries, while Chery Automobile boosted sales by establishing factories overseas in the event of major market policy changes, although this approach has caused its export figures to fall. However, in terms of overall sales volume and cost control, Chery's long-term development in overseas is not small; Changan Automobile, which is also aggressively attacking the export business sector, is planning to build a KD plant overseas. This strategic move will help. Further reducing the price of vehicles will help Changan's competitiveness in overseas markets.
"To become a car powerhouse, China must face both domestic and foreign markets. Only by ensuring a 20% increase in overseas sales under the premise of ensuring steady growth in domestic sales can we prove that our brand is truly on the road to internationalization. In order to achieve a broken business, China's automobile export business must change its export mode. In addition to establishing a sound export system, it should also change its export mode, break through the single export mode of vehicle export, make cars according to local conditions, and provide services according to local conditions. Improve business capability and product quality, so that the independent brand export business has hope." A senior industry analyst pointed out.

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