Independent high-end brands have no overall crisis

Some time ago, some of Beijing Ruiqi 4S shops withdrew from the sales network, which triggered the industry’s deep thinking on the actual difficulties of independent high-end brands. Some people believe that the current high-end brands of auto makers still lag behind. It is true that home-grown independent brands are mostly weak when they are expanding to mid-to-high end, but this does not mean that the future is bleak. Adopting appropriate pricing strategies and prudent network strategies, there is hope for independent auto makers to expand to mid-to-high end.

Good price/performance ratio is good. "The brand of Ruiqi is bleak. Some stores in Beijing really want to withdraw from the net." Last week, a person in charge of a Chery brand dealer in Beijing introduced the Ruiqi M1 and X1 which were priced between 40,000 and 60,000 yuan. Someone asked inquiries, but the G5 with a price of 1.56 million yuan was basically left out. The high price is naturally the main reason.

At present, the price ceiling for domestic self-owned brand cars is concentrated at 100,000 to 120,000 yuan, and there are few 150,000 yuan. There is basically no precedent for listing. The reporter learned from the market last week that because of the lack of sales, Jianghuai Bentley (priced from RMB 88,800 to RMB 147,700) has not sold in Beijing for over a year.

“The manufacturer’s promotion of this flagship car is low, and its advertising budget is low, so that its recognition has been difficult to improve. It is also the first sedan of JAC. The manufacturer’s manufacturing experience is insufficient, making it more general in quality and less fuel efficient. As a result, sales in Beijing have been very low, and dealers are reluctant to purchase,” said one dealer who previously operated the Jianghuai brand.

The same is true of BYD. The high-profiled M6 has a relatively high price. At present, there are not many distributors in Beijing who are willing to purchase goods. “The seller can't sell it,” said a person in charge of a BYD dealer. While the same emphasis on grade L3 although the top with no more than 100,000 yuan, but because of cost-effective than F6, currently have to sell through substantial discounts, "but still very poor sales," said the person in charge of the dealer said.

The brand influence needs to be strengthened. The development of self-owned brands to mid-to-high-end is not an unsuccessful example. Geely's emgrand has a good performance. At present, there is no news that Dihao dealers have withdrawn from the network. The reporter learned from the market last week that last year Beijing's three Emgrand 4S stores had sales of more than 100 vehicles per month. “Although this year’s emperor’s decline was very strong, it was mainly due to Beijing's limited licensing policy. In the foreign second and third tier cities, the performance of the emperor was still worth recognizing. The emperor’s sales in Tianjin 4S shop still had more than 100 vehicles per month, slightly smaller than last year. Promotion," said a person in charge of Beijing's Imperial 4S shop market.

In fact, the Ruiqi brand has also made some achievements. Ruiqi M1 has sales of 34,000 vehicles per month. “The G5 is mainly a product whose appearance is too individual and the price is too high. Consumers are still not willing to spend 167,000 yuan at present. Yuan went to buy a brand model of its own, "said a person in charge of Dihao dealers.

A Jianghuai dealership salesman said that the current brand influence and after-sales service standards are not enough to fully support a mid-to-high-end brand. Consumers need a process for the acceptance of independent high-end cars, and their brand influence will increase. It is also a long-term project.

The subdivision network should not be divided into brands. For the plight of the Ruiqi brand, a person in charge of Chery dealers believes that the short product line and the large span are important reasons. The Ruiqi brand has been launched for more than two years, and so far only M1, X1 and G5 models have been available in the network. This year's limit-limit policy has led to a sharp decline in sales of its M1 and X1 mini-vehicles. The G5 itself is very gloomy, which makes the Ruiqi dealer crisis even more apparent. At present, Chery Networks is divided into three parts. The first echelon is the mid-to-high-end Ruiqi and Weilin. The second echelon is the traditional Qiyun network and Chery network. The third echelon is the Kairui microcar, although the car between the two networks of Qiyun and Chery is Sources will be interoperable, but there are strict restrictions between Ruiqi and Chery brands, and Ruiqi brand stores are completely prohibited from selling Chery cars.

Also from the entry-level to the mid-level car, but BYD has taken the form of a sub-brand regardless of the network, and the positioning of the three sales network models is somewhat different, but it is not completely separated. Such as A1 network sales F3, F6, S6, A2 network sales F0, L3, A3 network sales G3 and M6. Although the A2 network, which focuses on selling mini-vehicles F0, has faced great impact, some dealers have given up their authorization or closed doors, but their number of outlets is small and there are many customers. Most dealers can also maintain for a period of time. A BYD A1 network distribution Business executives said.

However, the A4 network that BYD planned to use as a medium-high-end car was also put on hold. “In Beijing, it is certainly difficult. It is reported that A4 will be a new energy vehicle in the future. However, this is too far away. Now the manufacturers put all the vehicles originally planned for the A4 network into the existing 3 networks to sell.” BYD A3 network dealer responsible person said.

- Observing the reasonable price is the key In addition to BYD, Geely, Chery's original self-owned brands, there is another branch in the domestic independent brand area, namely Pentium, Roewe and Chuan, which have their own joint venture or group background, most of them. Directly positioning high-end. At present, these brand dealers in Beijing can maintain normal operations. However, pragmatic pricing strategies remain key.

"Roewe 350 and 550 are selling well, but the 750 is still difficult to sell, although its configuration has exceeded many joint-venture B-class cars, but spend 200,000 yuan consumers are still more willing to buy joint venture models," said a Beijing-based Roewe sales staff . Guangqi Chuanxi brand has just entered the market, but many dealers believe that its price is high, "adding two or three million can buy the Accord."

Compared to the 200,000 yuan price of the Roewe 750, the Pentium B70, which initially entered the market at a relatively high price, has gradually lowered the price to the range of joint-venture A-class models. The price of more than 120,000 yuan has made its price/performance ratio prominent.