"Localización" Cuando hay a largo y corto plazo con el fin de evitar preocupaciones no ser demasiado apresurada
Last month, the Guangzhou Automobile Fiat Chrysler Motor Sales Co. was established (hereinafter "the Guangzhou Automobile Fick"), and announced it will launch its first free national models of JEEP light in the year. Industry sources say that the establishment of the Guangzhou Automobile Fick largely precisely to promote the location of JEEP.
In fact, the location is too late JEEP by as early as 1989, the first car Audi 100 sedan has been off the assembly line at FAW next 20 years, BMW, Toyota, Jaguar and Land Rover, Infiniti and other number of foreign brands have begun to aggressively pursue location, long ago, Acura also claimed to achieve localization in 2016.
The change in location is caused by the most direct and cheaper prices, helping companies to seize the market, consolidate participation and sustainable development. At the same time we must admit that the location is not tested by time, with the global slowdown in market development China's auto tricks, it is a joint venture between the two parties, and domestic production are not something hasty .
Luxury car made in China has become the trend
Bring domestic prices down, so that Chinese consumers feel the luxury car is no longer "high cool"
Data show that the first half of this year, China imported a total of 523,000 vehicles, down 23.3 percent, dealers imported cars delivered to customers totaled 460,000, down 21.5 percent, is already "WTO" China appears imported car market for the first time imports and sales of both lower situation. According to the analysis, in addition to the economic slowdown amphitheater environmental impact of China were part of the successful selection of imported models imported drop in domestic auto sales is mainly due to the impact.
A variety of luxury that is made in China
In conclusion the Chinese market early localization process Toyota, Volkswagen and other populist brand sales in the Chinese market constantly renewed and escalating consumer market, nearly two years of domestic luxury brand has become the trend.
By location early success in the Chinese market, the three major luxury brands Audi, BMW and Mercedes seem to have become the reference point for the location of the luxury brand, occupying 78% market share of luxury cars China. And followed by Jaguar Land Rover, Infiniti, Volvo and other brands of luxury second floor they have begun groping forward, but the results were mixed location. It was a little surprised that even Bentley, Porsche, Ferrari and other ultra-luxury brands continue to spread to the location of the messages.
Spacious floor
Put aside the location of the pros and cons, only corporate behavior brings effect, localization bring prices down, so that Chinese consumers feel the luxury car is no longer synonymous with "high cool", and He became tips of fingers of the family car, which for the luxury brand to seize the market has laid a good mass base. But from another point of view, the location is the luxury brand to seize market policies "that" should be taken. Deputy Secretary General of National Passenger Car Market Information Co Choi Dong-tree said, the Japanese car exposed to international trade complex factors, but American cars as Cadillac, are all great "voracious" movement and must satisfy future domestic consumption and lower control costs. So the location is to expand China imported car market inevitable.
Lots of other good local production
Localization is expanding production capacity, accelerate car prices market response speed
More than a label
Car prices have to seize the domestic market on the label, high localization rate has become one of the criteria to measure models. For example, last in the list of the new Corolla year, the localization rate of 89%, and is equipped with 8-speed S-CVT in Changshu, in 2013, Audi has just announced its 3 models of localization rate of 60% The future of a figure will reach 85% and, in addition, Shanghai Volkswagen Lavida localization rate of 95%, Beijing Hyundai Yue up 91%.
Scale-led growth
The data show that, by 2014, 10 major luxury brands, Lexus addition, the nine brands have reached or will reach the country.
With its expansion, although increasingly competitive, but market demand has not yet reached saturation, and the mark of the domestic production line of luxury is still available as one of the strategies of its favorable position in this market.
It is known that the luxury brand, for example, after its location on the one hand, can reduce production costs, avoid import taxes and logistics costs, lower prices for consumers, compared with final sales Cars imported motorcycles not too little profit, but the scale of sales puts profits lead to higher global sales; by contrast, domestic production may expand production capacity, accelerate car prices speed market responsiveness.
In general, choose the model location for the most hot models, made after the consumer easy to accept, but also to consolidate market share. The data show that after localization Volvo S40, S60 and other models, last year, sales in China grew 32.8 percent; Cadillac XTS after location, sales in recent years in China rose 47.0 percent, the new Shanghai plant will be its exclusive domestic factory; DS5 comes after domestic luxury brand last year, an increase of 559.0%.
Which concerns "win-win" fixed quality
After the performance of the market and the consumer experience national feelings, is the most authoritative standard
Car prices as the location of glory, the industry believes that the location of the market is a minimum commitment and sincerity, consumers get cheaper prices favorite car, the prices of foreign cars location seems a mutually beneficial advantages and no Disadvantages things. Although the location of foreign brands, to some extent, accelerate the development of the Chinese auto industry, but also to improve the market competitiveness of foreign brands it has brought opportunities, but this seemingly mutually beneficial when things are not they hear discordant voices.
Origin and quality together?
Changan Ford Escape incident "off-axis" has not yet subsided, Beijing Benz beginning of this year due to engine compartment seal recall some of the E-Class sedan, although the case is irrelevant, but let consumers began doubt, the location of the car What quality can be comparable with the original imported cars also means lower prices jianpei.
In this regard, insiders, the general location of production for a change he said, but did not make a difference in quality, there is no necessary link between the quality and origin of both.
When large-scale localization of the big brands in the domestic process of Lexus, Subaru and other brands, but has not been settled. Lexus official recently said in response, Lexus is the most necessary "location brand" rather than national. This Lexus general manager of China Yangtze product Tetsuya said, if only to reduce prices and national, to provide the user a bad product experience, this is not what they want. These statements on the other side also noted the possible troubleshooting.
"National" word is only the beginning
In fact, foreign brands, especially luxury brands, once the location of quality problems, the impact of the luxury brand image is very large. In addition, the price level will also affect the ability to scale quickly.
From the current situation, I had to admit that the quality of some of the decline in domestic production in advanced stage presence. Some experts said the production companies is unified global production standards, but because the company will be purchased locally, although it is in accordance with unified standards to carry out, but if problems can also occur Quality support auto plants for materials.
A corporate executives have said that domestic manufacturing with international brands, as evidenced by the formation of the location problem should not exist, but the concerns and differences in the technical inspection and other issues of some companies, the location After there are many problems. Therefore, the key location later, according to the sentiments of market performance and consumer experience, this is the most authoritative standard.
In short, the localization process, the need to address not only the quality problems, is done in the process of tracking product launches, joint venture partners in the collision and other issues must be addressed. In addition, the product, brand and marketing strategy in particular and other factors that also have an impact nationwide.
