· Emerging traditional brands aim at high-growth market, Han Teng LeTV has a chance?

According to data from the China Automobile Association, the sales volume of the first seven months was 14.689 million, an increase of only 1.7%. According to the micro-growth, the auto industry is not a good return on investment, but it is precisely the auto industry that has sprung up like new auto brands this year. The emerging traditional auto brands are Baowo, Han Teng, Sway, and emerging new energy sources. The car brands include LeTV Supercar, Weilai Auto, Harmony Auto and Nevs.

The "Securities Daily" reporter noted that the emerging traditional car brands are all without exceptions. The first models launched are SUV models. The new products of the emerging new energy vehicles are all pure electric vehicles. Both avoid the falling commercial and traditional sedan markets. In the face of the Chinese auto market with more than 120 auto companies, is it necessary to create so many auto brands? Are there opportunities for them?

"We have neglected the marketization and free competition of the automobile industry. The competition of enterprises has a process of eating small fish and eating fast fish, and fast fish eating slow fish." Cheng Yuan, a veteran of the automotive industry, is following the new trend of new thinking and new hopes. The China Automotive Development Trends Forum stated that anyone can come in at any time and that any industry will have an opportunity.

It is well known that the United States is the second largest automobile consumer market after China. After more than 100 years of survival and the fittest, there are only three major companies - General Motors, Ford Motor and Fiat Chrysler. The US auto market is now China's future. Changhua Automobile (000625, stock bar) president Zhu Huarong publicly stated that there are 20 or 30 Chinese brand auto companies, and certainly will not maintain such a situation in the future. According to mature market experience, it may only be possible in the end. There are two or three companies left; Dong Yang, executive vice president and secretary general of the China Automobile Association, believes that at least half of local brands will disappear in the next five years.

Who will stay in the future, who will withdraw? Zhang Wenkui, deputy director of the Enterprise Research Institute of the Development Research Center of the State Council, believes that new entrants must have the qualities of integration, application and promotion in order to win in the future competition. Zhao Ying, a researcher at the Institute of Industrial Economics of the Chinese Academy of Social Sciences, said that the new entry must be based on the inherent laws of the automobile industry and its own characteristics, and it is not only from a new angle that it wants to subvert the industry.

Only world class will not be eliminated

From the current point of view, although the Chinese auto market has entered the new normal of “micro-growth”, the most severe stage of brand elimination is still coming, but with the disappearance of market dividends, the failure of price wars, and the banner of “supply side” After cleaning up the steel, coal, cement and other major industries and then turning to the automotive industry, the knockout is inevitable.

Even so, it can not suppress the brand new brand, the product of multi-brand strategy such as Han Teng, Sway, Bao Wo or the resurrection of the resurrection brand in China. An unnamed auto industry analyst believes that the state should restrict state-owned car companies to blindly new projects and new brands, while private car companies create new brands to spend their own money, the state can regulate management, but can not limit their entry into the automotive industry. .

Gong Daxing, chairman of Brilliance Xinyuan Chongqing Automobile Co., Ltd. believes that 360,000 babies are born every day in the world, and new consumers are constantly being born. Their needs have undergone serious changes, so it is very simple to have a new brand. Not taking the straight line depends on the mouse, because we have a very large number of post-90s consumer groups, so we need to seduce them with new brands."

Li Xueming, general manager of Handeng Auto Co., Ltd. believes that there are many phenomena in the automobile industry that big fish eat small fish and big fish eat big fish, but there are also some phenomena of fast fish eating slow fish. “As a new enterprise, the advantage of latecomer is our opportunity. We stand on the shoulders of giants, starting from a high starting point, standing tall and looking far, we have a better acceptance of new technologies and new thinking."

Whether it is the Swans of Brilliance Xinyuan or the Han Teng, the first models launched without exception are SUVs. "Securities Daily" reporter noted that many people in the industry have said that the future SUV will also be like a car, facing the joint venture brand, today's Chinese brand in the car market will be revived in the SUV market.

Zhu Huarong once told reporters that in the current SUV and MPV fields where China is dominant, when the competition reaches a certain level, the same scene of the sedan may appear. “Once the industry has experienced slower growth or fierce competition, the competitiveness of Chinese brands will drop rapidly”.

He believes that only the world-class will not be eliminated, only China's first-class will be eliminated, "continuously do a good job in products and services, and consistent with world-class brands, and even achieve partial transcendence." I would like to ask, can new domestic auto brands be done?

The automotive world needs change and disruption

In addition to the traditional car companies to build new car brands, the most controversial topic at the moment is undoubtedly "Internet companies can subvert the traditional car companies?". Wang Chuanfu, chairman of BYD, said earlier that the automobile belongs to the traditional manufacturing industry. The Internet does not have the conditions to subvert it. "The Internet cannot change its own hardware and equipment. How to change the equipment of the car? As for how the Internet makes cars, it is all joke."

Liu Jie, vice president of LeTV, believes that every subversion and change will take a long time to pave the way, and often it will cover itself, but it will always change the whole world between you inadvertently, "We think The world needs more than just a brand new car brand, but also a revolutionary and disruptive one."

"At present, LeTV has tried and laid out various aspects in the four aspects of electrification, intelligence, internet, socialization, etc. LeTV Eco has formed an excellent team of more than 1,000 people in Beijing, Shanghai, Deqing, and Silicon Valley, USA. "Los Angeles, Nevada, and Munich in Germany have formed a global industrial chain layout at this level," Liu Jie said.

In this regard, Zhang Wenkui said that the future success of the new car companies are likely to have Apple's genes, Apple companies do the iPhone, the original research and development capabilities for a long time is not very long, but its integration, application and promotion capabilities are It is very strong. "I think the new auto company may be a company with Apple's genes in the future."

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