Survey: China's auto market impression in 2010 four key words

China's auto market sales of new cars ranked top of the world for two consecutive years show that in the end market continues to stimulate and drive, the Chinese auto industry is undergoing a new round of baptism, and began a journey of self-mutualization.

According to currently released data, in 2010 China's auto market once again broken sales of 18 million units and continued to lead the global market after 2009. In 2010, when the European and American markets were still in a period of difficult recovery, the Chinese auto market continued to enjoy 2009 glory with an increase of 32%, which was a great success for all countries. However, apart from the buoyant market, some automobile society diseases have begun to plague the market and even the entire industry. To this end, in the aftertaste of China's auto market in 2010 has made amazing progress, at the same time, there will be some austere astringency.

In order to better reconstruct the "China's auto market impression in 2010", Gasgoo.com's first industry survey in 2011 (No. 111, investigation time is January 4, 2011 to January 10, 2011) The form was unfolded and attracted a total of 3,174 industry participants. According to the results of the polls, the four key words “joint autonomy”, “new energy”, “blocking Beijing”, and “18 million vehicles” were considered by the industry to reflect the overall impression of the Chinese auto market in 2010.

★In 2010, the image of the auto market key words “joint autonomy”

- 17% of the voting rate

The joint venture's concept of promoting its own brand reached its first climax in 2010. In addition to SAIC-GM-Wuling "Baojun", Dongfeng Nissan "Kaichen" and the earlier "Guangdong Honda Automobile" concept, FAW-Volkswagen, Changan Ford, Beijing Hyundai and GAC Toyota joint ventures have revealed on different occasions. Push the wish of own brand. As a result, a series of intense discussions around the joint ventures to promote their own brands has basically taken place throughout the year, and “joint autonomy” has also been considered by the industry as the keyword that best represents the overall impression of the Chinese auto market in 2010 with the highest number of votes.

Differing from cognitive habits, the self-owned brand we used to refer to is mainly the most representative of the Chinese mainland, with Chery, BYD, and Geely as the main autonomous camps. And in this traditional self-owned brand camp, except for a few state-owned enterprises such as Chery and Brilliance, most of them are private enterprises, such as Geely Automobile, which completed 100% annexation of Volvo, and BYD Automobile, which has made significant progress in the automotive field since starting with batteries. In addition, there are Great Wall Motors, Lifan Motors, Zhongtai Motors, etc., which are privately-owned capital-controlled vehicle companies. Although most of these companies have been involved in the automotive industry for nearly a decade or so, they have been given the most autonomy because of their relatively "pure" and "independent" technologies and brands.

In terms of general definition, "individual brands" mainly refer to the independent development of local Chinese companies, and they have complete independent intellectual property rights for the brands and have exclusive rights to the trademarks. However, there are more opinions in the industry that, in addition to the company's incorporation in China, it has exclusive rights to trademarks, and it must also possess core independent research and development technology to have an effective continuation capacity for brand development and to be able to dominate the brand's future development. At the same time, it can independently control and make decisions on the economic benefits generated by the brand. At this point, the self-owned brand launched by the joint venture company, despite the fact that the company itself controls a certain amount of the right to speak, because the core technology is still owned by the foreign party, it is very difficult for the Chinese party to have full ownership of the brand development.

We believe that the launch of self-owned brands by joint ventures is a historical product of the specific development era of China's domestic auto market. It is more to cater to the government's supportive policy for the development of self-owned brands at the current stage, and it is also used as a way to explore lower-end markets. An over-strength strategy is relatively thin for the overall support of the joint venture.

In general, for the Chinese government, it does not exclude joint ventures from launching their own brands. Because from the perspective of the development of the entire automotive industry, the birth of any independent brand development model is a meaningful attempt for the transformation of China's local automotive industry from "big to strong." However, we suggest that joint ventures should carefully study before launching their own brands, combine their own strategic plans, and fully consider the unique culture of the Chinese market and changes in consumer demand, because of the continuing maturity of the Chinese automobile consumer market, consumer acceptance of the brand Is constantly enhanced, simple "shell replacement" and "rebranding" market public relations means, or will be nothing.

★ "New Energy" Keywords in the 2010 Auto Market Impression

- Turnout rate 14%

With the imminent threat of environmental pollution and energy crisis, “new energy” has become an important topic for intense discussion in many industries in 2010. In the automotive industry, the emergence of new energy vehicles has also made “new energy” one of the keywords that 14% of the industry’s people can best represent the overall impression of the Chinese auto market in 2010.

Although the new energy vehicle has not yet achieved a clear breakthrough in 2010, it has attracted the attention of the industry due to its special mission. In this year, the government has further strengthened its determination to develop new energy vehicles, especially electric vehicles. On August 18, 2010, the "Central Enterprise Electric Vehicle Industry Alliance" led by the State Council's SASAC was established in Beijing. The main task of the alliance is to “integrate the resources of the central enterprise, establish an open technology platform to promote the overall development of the electric vehicle industry, unify industry technical standards, jointly develop new technologies, new products, new solutions, new models of electric vehicles, share technological achievements, and promote The popularization of electric vehicles and the development of the market will improve the overall technical level and global competitiveness of the domestic electric vehicle industry."

Since the start-up time of the Chinese traditional auto industry was more than a half century after the development history of the world auto industry, it is very difficult for local manufacturers to surpass the market in the traditional fuel auto industry. In comparison, even though electric vehicles were invented by humans earlier than fuel-powered cars, it has been nearly 30 to 40 years since the history of the world was valued and effectively developed. For Chinese domestic manufacturers, the performance and quality of electric vehicles are not entirely at a disadvantage compared with their competitors. On the other hand, under the government's financial subsidies and low-cost traditional advantages, Chinese domestic manufacturers can have more room to launch electric vehicles suitable for different consumer segments. The potential advantages of low-cost competition are also expected to be in the electric vehicle market. Be fully tapped.

According to our preliminary statistics on the “EV Strategic Plan” for vehicle manufacturers in China that have electric car development projects in China and foreign companies that have launched electric car programs for the Chinese market, it is expected that by 2012, it will More than 30 models of electric vehicles will be listed in the Chinese market (including imported models), which will usher in the highest density of electric vehicles in the world. In the eyes of the industry, Chinese domestic manufacturers are pushing the industrialization of electric vehicles with unprecedented actions. The formation of electric vehicle alliances at different levels shows that from the central government to the local government, organizations and enterprises have become more systematic, and the synergy effect of the combination of production, education and research has taken shape. However, while optimistic expectations are expected in the market, local manufacturers still have to face a great market test in the face of the surging momentum of auto giants from Europe, the United States, Japan and other countries.

★ "18 million vehicles" keywords in the image of the auto market in 2010

- Turnout rate 14%

"18 million vehicles," a figure that did not dare to reach for the Chinese auto market two years ago, was successfully crossed in 2010. Not only has the Chinese auto market once again led the global market, but it has also broken through the highest record of annual sales in the US market, further consolidating the global auto market NO. 1 market position. Therefore, "18 million vehicles" deservedly to be regarded by the industry as one of the keywords that best reflected the overall impression of the Chinese auto market in 2010. The voting rate accounted for 14%.

However, in addition to the joy, a series of negative problems brought about by the high growth of the market also prompted us to look more calmly at the current market performance. Based on our previous industry survey and offline interviews with a number of experts, we found that the vast majority of people in the industry do not fully recognize that the Chinese market is currently being overstimulated by policies that result in an “elevated” growth rate. And as early as the beginning of 2010, the industry began to make every effort to call for the suspension of related automobile policies. (The purchase tax is reduced, the autos go to the countryside, and the old-for-new incentive policy is currently withdrawn), so that market development can get back on track.

We also believe that the rapid growth of the market, similar to that of the past two years, is unsustainable and unreasonable, both from the perspective of economics and sociology, because it will have a major impact on the social ecosystem. This is evidenced by the growing problems of traffic congestion, tight energy supply, and pressure on environmental protection. We hope that after the market scale of “18 million vehicles” has been reached, the Chinese automobile market has entered a more scientific and more market-friendly development track since 2011.

★In 2010, the keyword of the auto market is “Beijing Governance Blocking”

- Turnout rate 13%

At the end of 2010, the Beijing Municipal Government announced the "Opinions on Further Promoting the Development of the Capital Communications Science and Strengthening the Work of Relieving Traffic Congestion," and implemented comprehensive measures to control traffic congestion, and adopted a shake number restriction to control the total amount of automobiles. increase. As a result of a series of automobile social conditions (such as urban haze weather caused by exhaust emissions, unrelenting traffic congestion, and continuous traffic accidents) brought about by the continuous increase in the total number of automobiles, the first-tier cities have gradually become popular. It is considered by the industry that it has a general effect of imitation. At the same time, the policy is closely related to the market and ordinary consumers, which has caused the industry to pay close attention and extensive discussion in society. In this investigation, “Beijing Governance Blocking” was also selected by 13% of the people as one of the keywords of the overall impression of the Chinese auto market in 2010.

In previous industry surveys, we also mentioned that currently in the first-tier cities in China, traffic jams and environmental problems caused by automobile exhaust emissions are headaches that plague the local government. For example, the Shenzhen traffic police department also declared in December last year that the total number of motor vehicles in the city has exceeded 1.7 million, and the automobile density has ranked first in the country. According to the calculation of the existing roads, the limit of Shenzhen's car ownership is about 2.1 million. Therefore, even if the future number of motor vehicles in Shenzhen increases by a relatively low level of 10% a year, the road network carrying capacity will also be in a state of severe overload in 2 to 3 years. At the same time, the relevant person in charge of the Guangzhou Municipal Communications Committee publicly acknowledged that according to current trends, if no measures are taken, the average speed of the city during the late peak hour of 2013 will be reduced to 17.8 km/h (Adults Walking speed is about 6 to 8 km/h), exceeding the warning line of international city traffic jams by 20 km/h. In view of this situation, the representative cities of Guangzhou and Shenzhen, under the pressure of public opinion and the appeal of the public, are not absent from the possibility of emulating Beijing's policy of restricting purchase restrictions.

However, all parties concerned expressed that the mainstream view of the industry did not agree that Beijing's policy of restricting purchase restrictions is a very appropriate measure. Similar to the shakedown policy adopted by the Beijing Municipal Government, Shanghai began implementing the private car license auction system in the mid-1990s to control the excessive growth of private cars. It has been around for 15 years, but now it is The traffic congestion in the morning and evening peaks is equally worrying. Moreover, this “punitive” restriction policy not only fails to fundamentally control the rapid increase in the ownership of private cars, but also breeds a gray industrial chain that deals with foreign agents on behalf of licensees and on behalf of the field.

Under the background that the rigid purchase demand for automobiles is difficult to suppress, we believe that even though it is a cliché to increase the promotion of environmental protection concepts and reduce the frequency of car use, we believe that with the short-term improvement of the traffic environment and the overall improvement of the quality of car owners, this The impact of this propaganda will probably be seriously underestimated.

Of course, in the “2010 China Auto Market Impression” mentioned in this report, the four major keywords were selected for high votes. “Recall”, “expansion of production”, “uplifting car”, and “luxury car” are also included. Get a certain percentage of people's approval. This shows that for a very large market with an approximate capacity of 20 million vehicles, it has the characteristics of multiple contradictions in itself. If the small-displacement cars are selling well, the luxury car market is also in full swing. The government subsidy promotion also increases the price of cars at the same time. As new car sales continue to climb, the number of recalls and recalls also increases, and so on. As the Chinese market continues to develop in the next few years, we believe that this paradoxical characteristic will also accompany the entire market for a long period of time. As a professional automotive information provider, Gasgoo.com will also devote all its efforts to the entire market in depth. Observe the industry and market, and bring more exciting automotive information and perspectives to the industry.