How to break the self-owned brand from the emperor

In 2012, the sales of passenger vehicles across the country exceeded the 15 million mark for the first time, and a total of 6.485 million self-owned brand passenger cars were sold, representing a year-on-year increase of 6.1%, which was lower than the overall increase in passenger car sales. Market share did not increase, but declined from 2011. The 42.23% year-on-year dropped slightly to 41.85%, a drop of 0.4%. In the domestic market where domestic brands are generally sluggish, Geely Emgrand has risen against the market, and Emgrand EC7 sales have reached 146,600 units, an increase of 52.5%, and became the only Chinese brand in the top ten passenger car sales in December last year. Model.

In recent years, independent brands such as Geely, Great Wall, BYD, Chery, SAIC, GAC and so on have made great strides in technological development, product quality, and brand promotion. However, they have not achieved a breakthrough in market share, and they have even failed to achieve a breakthrough. Has shrunk. Di Hao's successful experience may be worth learning from other independent brands.

Dihao's progress is mainly due to abandoning its original brand "low quality and low price" strategy and winning the market with high quality products and services. According to the “China Auto Brand Satisfaction After-Sales Service Index of 2012” published by China’s well-known third-party market research organization—Lianxin Tianxia International Market Research Co., Ltd. (hereinafter referred to as “Lianxin International”), Emgrand has its own brand with 849 points. First place, far ahead of other independent brands, a difference of 14 points from Shanghai Volkswagen, which is the first joint venture brand, and the gap between the two sides is further narrowing.

It is reported that since 2005, Allianz International has been focusing on satisfaction surveys in the Chinese automotive market. The “China Auto Brand Satisfaction Survey” regularly published every year includes the new vehicle quality satisfaction index, sales service satisfaction index, and after-sales service satisfaction index. The 11 sub-items, such as the Manufacturer Relations Index, have integrated automotive products, sales, and services, and have become one of the most credible automotive market surveys in the country. The after-sales service satisfaction index, as an important factor in the survey of China's auto brand satisfaction, can more fully reflect the true level of auto makers' services.

China's auto market has already passed the era of low-price competition. With the increase in car use coverage and the rich experience of car use, consumers will pay more attention to service quality while focusing on factors such as product quality, safety, configuration, and appearance. . The only way to optimize customer perception is to achieve refined services. In recent years, Emgrand has continued to deepen the service concept of “caring for subtleties” in recent years. The high-quality experience has not only increased the impression of auto brands in the minds of consumers, but also greatly increased the premium ability of auto brands. In 2013, self-owned brands faced trials of joint ventures, recall laws, automobile sub-contracts, and energy saving and emission reduction. There are no markets solely relying on price advantages, and Emgrand's experience tells us that optimizing services and increasing customer satisfaction are expected to become autonomous. Breaking point for brand break.