From the "new model" to "joint autonomy" is still strong?

Compared with the previous two years, when the growth rate was as high as 30% to 40%, the Chinese automobile market could be regarded as a “depression year” in 2011. Nevertheless, the competition among car companies has only increased. According to the Gasgoo.com survey, nearly 80% of the experts predict that the high growth of the auto market is difficult to exceed five years. Under this background, various auto companies have adjusted and pushed new ones, and the autonomy of joint ventures and channel integration have become the keywords of the moment.

It is reported that the Dongfeng Nissan self-owned brand - Qi Chen production car is expected to debut at the Guangzhou Auto Show this year, the first car will also be officially started sales in the first half of next year. For this joint-venture independent brand, Dongfeng Nissan launched the “Latest Mode” of “Exclusive Channel Service Common Network”, which indicates that its “Double Brand Road” has been officially launched.

For Dongfeng Nissan's "Special Channel Service Network" model implemented by Kai Chen, automotive expert Wu Congjian of Deloitte Consulting Co., Ltd. affirmed that: "Dongfeng Nissan has clearly separated the target audience of Kai Chen and Nissan, and can not only accurately locate consumer groups, but also Avoid competing with each other."

However, Zhang Zhiyong, a senior analyst in the automotive industry, believes that “if the sales volume in Qichen’s market has not reached a certain scale, Dongfeng Nissan will not be able to build a dedicated store for itself. If we insist on doing so, it will only bring a great deal to Qichen’s dealers. Big pressure, because the start of sales of any new product market will take some time."

In addition to the attention of the "exclusive channel service public network" model, Kai Chen's "joint venture autonomy" has also caused widespread discussion in the industry.

At the same time, FAW-Volkswagen Carrier, Shanghai Volkswagen Tianyue and other joint-venture brands will also be unveiled at the Guangzhou Auto Show next month, and another source said that FAW-Toyota, Changan Ford and Changan Mazda will also compete to launch their own joint venture brands. .

As for the rumors that FAW Toyota will launch its own joint venture brand, the author calls Ma Chunping, director of Public Relations Department of FAW Toyota. According to her, “At present, FAW Toyota has no plans to launch a joint venture, and it will not be decided whether it will be decided later.”

Is "joint autonomy" the ultimate goal for enterprises to work harder, or is it merely a matter of form and going through the motions? For joint ventures, what value does the joint venture bring about? For these issues, Zhang Zhiyong believes that "joint autonomy" is the "crisis" of many joint ventures, and there are many ingredients for doing forms and going through the motions. He analyzed that “these companies almost unanimously chose pure electric vehicles as the starting point, so the real purpose of this joint venture is not for the market” but it is undeniable that “joint autonomy” will have great development prospects for joint ventures. It is very favorable. “China’s current auto market is three-dimensional and wave-like. Everyone’s needs are different. Under this circumstance, the joint venture has developed a more mature and even outdated technology application into a new brand, and its technology research and development costs are relatively low. The low price and the origin of the joint venture brand will undoubtedly attract consumers in some lower end markets."