·Tianjin FAW faces the risk of delisting

On May 28th, Tianjin FAW released a new brand “Junpai”, and its first urban SUV Junpai D60 was released simultaneously. At this point, Tianjin FAW has three major brands including Xiali, Weizhi and Chunpai. The new brand Chunpai has formed a multi-brand urban development strategy with Xiali and Weizhi brands. New brand new positioning, can you cast a new starting point for Tianjin FAW?

Xiali, entering the most difficult period in history

For a long time, Xiali has supported Tianjin FAW. The rise and fall of Xiali’s honor and disgrace is directly related to the rise and fall of Tianjin FAW. Xiali not only became the main force of domestic taxis in the late 1980s, but also opened up the awareness of private cars. At that time, having a bright red Xiali became the dream of countless people. Since the first Xiali off the assembly line in 1986, Xiali, who once had a great time, has been with us for more than 20 years.

After the glory of the 1990s, the domestic automobile market after 2000 has undergone tremendous changes: As China successfully joined the World Trade Organization, the impact of car companies from home and abroad is even stronger. With the changes in the market environment, especially the increasing demand for consumers to buy cars, the once popular A0-class family car market began to slam on the brakes, sales and market share fell. The focus of the focus on the A0-class family car Xiali, the impact is most obvious. The lack of force on the product line and the mistakes in grasping the situation made Xiali miss the golden age of the mid-level car and SUV booming. The pride of the past has become the shortcoming of FAW's strongest autonomy. In China, many private independent brands are also growing. Xiali's aura has gradually disappeared under the “internal and external troubles” and has become an “inability to squat” of Tianjin FAW.

At present, it has entered the most difficult period in the history of Xiali brand: According to the announcement of the listing of FAW Xiali, the sales volume of FAW Xiali in the first four months of 2014 was 29,432 units, which was 46% lower than the 54148 units last year, accounting for 80% of the sales of Tianjin FAW. Then it fell by 43% year-on-year. In the past year, Tianjin FAW sales fell by nearly 30% year-on-year, resulting in a huge loss of 480 million in Tianjin FAW in 2013, and the profit fell by 1503.44%. Experts predict that if the loss situation continues again next year, Tianjin FAW will directly face the risk of delisting.

The results of the Chunpai are flat, and it is difficult to save the grass.

Where is the future of Xiali? At the time of the eyebrows, Tian Qiao, the general manager of Tianjin FAW Xiali Automobile Co., Ltd., launched the third son of Tianjin FAW, “Junpai”, and looked forward to the new brand's listing to inject fresh blood into the company. According to the official statement of Tianjin FAW: The reason for launching the new brand is “with the vigorous development of the Chinese economy, in order to better adapt and meet the needs of the majority of users for automobile consumption”.

However, in fact, the launch of Chunpai only increased the strength of Tianjin FAW in terms of brand.

As Tiantian said, to meet the needs of automobile consumption, Junpai products will cover 3 sub-brands of A0-class SUV, A-class and A-class SUV. According to the product planning of Tianjin FAW, in the future, under the Tianjin FAW brand, it will build three sub-brands of Xiali, Weizhi and Chunpai. Xiali mainly attacked the market of 30,000-50,000 yuan, Weizhi mainly attacked the market of 50,000-70,000 yuan, and the brand-new brand of the new brand mainly attacked the market of 70,000-120,000 yuan.

Although Tianjin FAW has already divided the products of its brands, and tries to avoid the consequences of unclear product positioning between sub-brands, the brand of “Junpai” is difficult to get strong support from Tianjin FAW. Innate, the advantage of the Xiali brand has disappeared. The day after tomorrow, the domestic A-class car market is smashing a piece of smoke. In the same level, competitors with similar price positioning, such as Changan CS35, Chery Tiggo 3 and Peugeot 2008, not only have the possessive and word-of-mouth advantages, but also maintain their strong sustainable development capabilities. Jun faction, relying on what is the emergence of the army?

Product quality. At present, there are many brands in China's auto market, and the competition is fierce. The input cost of new brands is increasing, and the success rate is getting smaller and smaller. The Chunpai D60 uses the Weizhi NBC platform to upgrade, using the same NBC platform of FAW Toyota Vios, its handling performance can be closer to European cars. The 1.5-displacement model is equipped with the "Tianjin FAW self-developed engine" - international VVT technology, the fuel consumption of about 6.4L per 100 kilometers is not outstanding.

At the time of the break, Tianjin FAW strived to get rid of the difficulties, and it still needed the FAW Group to give substantial support in terms of capital, research and development, and technology. Junpai, it is difficult to become the only life-saving grass of Tianjin FAW. (

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