In October this year, the market share of self-owned brand passenger vehicles bottomed out, ending the "12 consecutive declines" and the media cheered. However, if you look at the graph, you will find that your own brand does not really get out of the mud.
From the perspective of the whole year, the market share curve of self-owned brands is V-shaped, that is, the two heads are high and low. In January 2012, the market share was 42.1%, which was 43.3% in February and the lowest in August, at 36.7%. It will rise month by month and 47.1% in December. In January 2013, it was 43.3%, in July it was 35.2%, in December it was 42.8%; in March 2014 it was 39.3%, the lowest in July was 34.6%, and in November it was 40.9%, which did not exceed the level at the end of last year. Therefore, it is still not certain that the self-owned brand has been running from time to time, and the situation is still very serious.
There are many reasons for the decline in the market share of self-owned brands. Objectively speaking, it is mainly the price of joint-venture brand products, which oppresses the living space of independent brands. However, as Mao Zedong said: “External causes are the conditions for change, internal factors are the fundamentals of change”, and more importantly, independent brands themselves. The reasons for the strategic mistakes, such as emphasizing the quantity, "the children have a lot of good fights", emphasizing "price advantage" and "price-performance advantage", but the quality has not been able to go up. Zhao Fuquan, dean of the Institute of Automotive Industry and Technology Strategy of Tsinghua University, believes that price advantage is not a real cost advantage, and sacrificing quality and profit is unsustainable competition. In the past, the quality of some independent brand enterprises was relatively poor, mainly because the quality consciousness was extremely weak, the R&D investment was low, the cost was insufficient, the verification was insufficient, and the quality management was in the form.
It is gratifying to note that many independent brand companies have begun to reflect on the guiding ideology and corporate development strategy and have begun to have a new understanding. In a forum, Yin Ruiyue, chairman of Chery Automobile, said that he had said three sentences in different periods of Chery's development: In 1997, he said that Chery's core concept is "making a good car that ordinary people can afford". The children fight well and create a golden decade for the development of their own brands. In 2010, Chery’s sales would rather fall out of the top ten, and strategic transformation should be carried out. Independent brands began to explore new directions. In 2013, it was said that three years The strategic transformation of Chery has achieved a leap from quantitative change to qualitative change, and it is not only the product quality that has been upgraded. Chery has learned to “return to the original point to build a car”.
Yin Tongyue said: "In the past, although we always hang "quality is the life of the enterprise", but we have not turned into practical actions; now we know that quality is the core of the brand, if the quality is not good, then we will not talk about it. The brand is made up. The improvement of quality must rely on the system and process. This kind of understanding is the main work we have done in the four years of implementing the adjustment strategy. “Yin Tongyue introduced: “This year our sales structure has changed a lot, the past sales are by car. Cheap cars are the mainstays. Nowadays, the cars with higher prices are the main ones. The average price of bicycles last year was less than 60,000 yuan, and now it is 86,000 yuan. The operation status of the enterprises is much better."
If the leaders of independent brand enterprises can have such a clear understanding, and indeed increase investment in research and development, so that the products of their own brands will be strong and strong, and they will be able to truly win the favor of consumers, completely reverse the market share. The passive situation of falling rates. Brand is a market resource, old brands rely on the reputation of historical accumulation, new brands can only rely on quality and service reputation, the origin of the so-called car is the return to the purpose of consumer satisfaction.

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