Chinese Auto Brands Analysis
China’s such a big country the current economic status is to enter the world as early as seven. China’s auto industry produced 4.4 million motor vehicles in 2003 who has become the world’s fourth largest car producer. But China has not a worldrenowned automotive brand at all which is not match the economic status today. None of our car brands is a worldwide brand even the worst of our brands in the domestic influence is so limited the current domestic auto market is further being swallowed by foreign car manufacturers. Here mainly analysis the current status of the own brand and how to create a big global brands.
Some scholars believe that the brand can be sustained much longer than the company’s specific products they recognized that brand is a more longterm company’s principal assets. Therefore when our country is making famous in the automotive brand we should look at the world and we should have the global automotive brand Daizo strategic vision and courage.
20 years ago the idea that was to use the domestic market to exchange for advanced technology so that China’s national automotive industry to catch up with international advanced level. After 20 years China has finally produced the world’s third largest automobile market the number of National Automobile selfmade business has grown up from more than 10 to over 120 auto industry become one of the important industry for stimulating national economic development. China’s own brand car did not move toward the world only but also lost most of the domestic market. China Steam brand has fallen into a “marginalized” “deChina” dilemma!.
Look from the latest Chinese automobile and worldrenowned automobile brand value rankings In 2004 the top three of Chinese automobile brand value is: monoxide 28.978 billion yuan SAIC 18.389 billion yuan Dongfeng 8945000000 yuan . the top three of Worldrenowned automobile brand value: Toyota 22.67 billion U.S. dollars Mercedes 21.33 billion U.S. dollars BMW 15.886 billion U.S. dollars. We can see that the Chinese auto brand value is far below the worldrenowned brand through the comparison above theres a difference of disparity. Therefore there is still a long way to go for creating China’s own brand car world.
The disadvantaged of own brand has attracted wide attention but most concern is the intellectual property rights with Chinese trademarks not the concerns and thinking for brand value. this is an important reason for China’s auto enterprises to ignored or even give up their own brands. At present the introduction of CIS corporate identity system is not few but the introduction of BIS brand identity Strategy is extremely scarce.
But unfortunately like Chery Geely Great Wall these emerging domestic car companieswhile they are creating their own brands they profoundly awareness the importance of brand strategy. Because it is original they can create a new brand freely which is favorable conditions that stateowned conglomerates and joint ventures do not have. However they also face their own problems the product is too new yet to be market and customer testing. If people quickly forgotten as yolio and qiyun such products dont they understand the brand? If the product does not exist for a long time value it is not brand strategy.
But now many manufacturers are also feeling somewhat helpless when they insist on support of selfdeveloped ownbrand. Selfdevelopment is currently facing some of the biggest problem: First there are not much support from states policies; the second: It is now many companies did not dare to talk about selfdevelopment but not a lack of sense of responsibility the reasons also due to appraisal system and accounting system. Third at present China’s consumer culture consumer psychology and consumer concept have malformations for example many consumers do not want to see Chinese characters on cars it is necessary to know that the characters in the land of China is not a shame.
In short it should not be so anxious in the development of own national brand of motor vehicles. This requires the generation or even the next generation efforts. Although own wellknown brands still has a long way to go I believe China will have an even number of worldclass wellknown car brands in the near future.
About the writer: There are dreams in order to go further:http://www.chrome168.com
Related posts:
