Export Qualifications Improve Independent Overseas Markets

Since the beginning of this year, when market share has been declining, and most self-owned branded car companies have experienced difficulties, the responsible person of the relevant state department has recently indicated to the outside world that next year or through policy adjustments, it will regulate the order of China’s auto exports. Some insiders believe that this policy adjustment is bound to have many companies lose their export credentials because they cannot meet the requirements of the New Deal. This is undoubtedly a severe challenge for self-owned brand companies that hope to change their sales difficulties with exports, and even trigger a major reshuffle of the auto industry.

The overseas market for autonomous auto makers is still hard to be optimistic. The automakers have achieved good results in exports in recent years. For example, Geely Automobile has established CKD production lines in Russia, Ukraine, etc. As of the first half of this year, Geely exported nearly 13,400 vehicles, an increase of 115% year-on-year; Great Wall Motors is also in Russia, Iran, Egypt, Senegal, the Philippines and other countries and localities. The partner established the KD assembly plant and currently has 12 overseas KD assembly plants. In July this year, Chery’s wholly-owned Brazil plant was officially started...

However, we cannot help but ask: is the competitiveness of Chinese car companies in overseas markets really so optimistic? What is the reputation of our products? How high is the right to speak in overseas markets? Just as we are complacent with the significant growth in sales figures, one rarely mentioned fact is that, with China becoming the world’s largest auto market, the proportion of auto exports to auto production ranks the last in the world. The remarks made by Liu Jinliang, general manager of Zhejiang Geely Holding Group Automobile Sales Co., Ltd., may give inspiration to the overseas expansion of independent car companies. He said that independent brands should adopt a steady and solid step-by-step strategy and tactics for marketing, using professional marketing. After entering the market, the team left a good reputation and then occupied a market.

Mainstream self-owned brands will benefit from it In recent years, with the increase in the strength of self-owned car brands, its sales in the domestic market have been rising. Some auto companies with independent research and development capabilities have begun to look to overseas markets, and export sales have been increasing year by year. According to the statistics from the China Association of Automobile Manufacturers, in October this year, although the automaker's exports fell back from the previous month, it has grown by nearly 40% year-on-year. From January to October this year, the export of automobiles increased by 249,300 units over the same period of last year, while the domestic autos increased by 462,200 units overall, and the export increase accounted for 54% of the total.

Will the increase in auto export qualifications really affect the overseas market sales of auto makers? Not! According to statistics, as of 2010, there are more than 370 automakers with auto export licenses. Of these exporters, less than 50 are exported each year, and the annual export amount is less than US$500,000. , about half of the proportion. The author believes that increasing the threshold for automobile export qualification will only cause some small car companies to lose opportunities. For some powerful autonomous car enterprises, the relevant state departments strengthen the regulation of automobile export order, which just can promote the survival of the fittest and the industry. From an angle, it is a protection for mainstream self-owned brand car companies.

Threshold improvement and long-term development It can be seen that the increase in auto export qualification may cause some auto makers to lose overseas market space in the short term, but in the long run, this visionary approach is worthy of recognition. Only by further raising the threshold can the self-owned brand car companies improve their internal strength, strengthen the strength of independent research and development, and create more and better products. The current domestic reputation of independent brands is still not entirely convincing, and presumably the foreigners are not so foolproof. Perhaps many foreigners now buy Chinese self-owned brand cars because of their low prices. When the quality of their own brand cars is truly enough to make people famous, it is time for Chinese car companies to show their value.

Today, hundreds of domestic vehicle companies coexist, and they are uneven. This not only results in a large amount of waste of resources and waste of production capacity, but it is also not conducive to the development of the Chinese automobile industry. No wonder some experts say that improving export qualifications can accelerate the merger and reorganization of auto companies and optimize exporters. The author believes that in order for the autonomous vehicle enterprises to achieve long-term development in the improvement of the export qualifications, relevant departments should explore the establishment of specific and reasonable implementation standards, so as to better protect the interests of mainstream car companies and better promote the industry reshuffle. .