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Brand continuation is a great success
I wonder if you noticed a phenomenon. The more cars that KD parts are assembled on the market this year, the higher the voice of people talking about self-development will be. The faster a new car “sold with the world†will be introduced, the more people Longing for.
Talking about the autonomous development of automobiles, national brands, naturally, Hafei, Zhonghua, Chery and Geely must be mentioned, but the most talked about is still the Hongqi. Although the former is still relatively immature, people are indispensable for approval and praise. When talking about the red flag, it is indignant. It seems that the domestic brands did not engage in it. All of them gave the red flag a fallacy.
Recently, when the leaders of FAW Car Company discussed the issue, they found that they had reached the point of view. They thought that there were many people talking about the red flag because of the many people who care about it; it was because of the special plot of the red flag that it was a special plot. For brands, it is the most precious resource and the driving force for development. In terms of business sense, it also shows that there is indeed a red flag user group, which is the basis for the survival of the red flag. Therefore, FAW has the responsibility to erect this brand to meet market needs. As long as the brand continues, it is a great success, and eventually it is possible to coexist in the city with internationally renowned brands. The community also believes that only FAW has the most ability in this area.
In today's world economic integration, multinational companies compete to get the most competitive brands to China's production. In the automobile market that is the most talked about in terms of scale, does Hongqi still have room for survival?
In this regard, the leadership of FAW Car also has other insights. They asked reporters to look at the development of international car companies. There are huge multinational corporations and small pocket companies. Everyone can survive. Some small companies live in a moist environment, such as Porsche, but Chrysler has been merged. Because the auto market is subdivided. It is said that Europe is now unified in terms of currency and cars can easily cross the border. However, no brand has occupied the entire market because people in different countries have different preferences and the boundaries are very clear. The market segmentation has diversified the demand for automobiles. And people's love for their own brand is not something that can easily be wiped out. Even if the company is merged, its location, the brand is still the mainstream, VOLVO, NISSAN, Chrysler and so are all good examples. As long as the market is well positioned to find a unique market segment, as an independent brand, Hongqi will survive for a long time.
Really lead will choose you
It is fair to say that FAW is working hardest on the self-development of cars. Since the founding of the sedan company in 1997, Hongqi has developed 3 series and more than a dozen models, and every time it launches a model, it has many improvements and improvements. Therefore, the value of the Hongqi brand also increases year by year, reaching 4.8 billion yuan last year. , ranking first in the Chinese car.
However, the red flag is indeed a problem that confuses people. Everyone says that national brands are very important. To insist that everyone is proud of the red flag, the market performance is far from satisfactory. In 1996, the Red Flag formed a capacity of 30,000 vehicles, but sold only 12,000 vehicles. In the case of blowouts in the automotive market last year, only 26,000 vehicles were sold. For Hongqi, it is impossible to avoid being criticized, and even less pressure from the market. In these years, they engaged in “going down the altar,†“department-level car,†and “class-level car.†The purpose was to solve the market problem. Although the C-class car was sold as a B-class car, the effect was not very significant.
When it comes to these issues, Comrades of FAW Car said that this can't be blamed on people. If we make a car that is leading level and equal the quality of international brand names, why do people not choose? In the past, it was required that users buy red flags, start from the political concept, and ah, national cars, national ambitions, etc. You are a government official and you should sit on a red flag. You can't impose your will on the user for a long time and do what the user can accept. If the red flag can achieve the same quality as the brand name, the price is competitive, and users will naturally choose the red flag. Therefore, we must first solve their own problems. Only by solving your own problems, market opportunities belong to you.
For many years we have been thinking that FAW has done a lot of work for Dry Red and it has suffered a lot. Why is the Red Flag up and down? The comrades of FAW Car Rethinked that in the past, the understanding of development was biased, and it was thought that everything had to be done on its own. In fact, large international companies are also looking for other people to develop. There is only a contract, and everyone is not public. In 1997, FAW bought off the platform of the Audi 100 and took over the development of the Xiaohongqi. However, Audi did not sell it to the engine and also interfered with the supply of gearboxes. In addition, the supporting system did not guarantee the original standard, and there was a gap between quality and Audi. Besides, even if it is done as it is, there is still a problem of product decline. Later, he also hoped to develop the red flag on the Audi A6 platform. Due to too many additional conditions, he had to give up.
The red flag must have a good platform
It seems that to survive, Hongqi must be market-oriented, choose a good platform, and manufacturing technology must be world-class.
The turnaround came from the cooperation with Mazda last year.
Mazda is famous for producing sporty cars. It was once brilliant in history. Due to investing heavily in building the world's most advanced guard house, coupled with the bursting of the Japanese bubble economy, Mazda was in trouble. More importantly, it is willing to support FAW development and hopes that FAW Cars will become bigger and stronger. Unlike some big companies, they are afraid that you will become bigger and compete with him. They will prevent you and card you everywhere. In addition, the two companies have already established a foundation for cooperation in Hainan, and things will soon begin.
Wang Dianming, General Manager of FAW Car Sales Co., told reporters that the cooperation between FAW Car and Mazda is a strategic cooperation. Ma 6 is a brand new product developed by Mazda in the 21st century. The technology is advanced, and the cost performance is outstanding. We must do it well. Let consumers understand the Mazda brand. After the Mazda 6's listing, sales continued to climb, and it had to increase the planned output three times. In just five months, the sales volume exceeded 10,000.
The introduction of the Mazda 6 first made FAW Cars enjoy a substantial market share, which is a prerequisite for a company to survive. At the same time, it also improved the supporting environment of Hongqi. In the past, as a single product, the red flag was not in bulk, and the parts factories that were matched with it were tiring. It was necessary to reduce the cost. The future prospects are still not clear, and it is inevitable that sometimes the accessories will be ignored. quality. The introduction of the Mazda 6 makes it possible for the parts factory to see the development of the vehicle and is willing to invest in this area. In the past year, the simultaneous operation of the two brands has greatly changed the situation of Hongqi in market competition. Whether it is market influence, technical level, or economic efficiency, it is a strong support for the Red Flag, which will make the next development of Hongqi a higher one. starting point.
The deputy chief of the FAW Group, Andu Wu, is very sure of this approach, figuratively compared to "first help others with their children and then raise their children." Compare the imported products to others and bring them to the children. After you have your own family, raise your children. The problem now is that many of our companies only want to bring children to others instead of raising their own children. Therefore, for FAW Cars, introducing Mazda and taking the road of international cooperation will ultimately require the development of a high-quality red flag sedan to complete a "thrilling hop."
With the good cooperation relationship with Mazda and the development foundation accumulated by FAW Group for many years, it has the capability of joint development with foreign companies and has also formed a complete and broad development system. Zhang Lei, general manager of FAW Car Company, is very confident about this.