It is not easy for independent brands to go to sea, so it is king to enhance product strength and expand export volume.

The development of domestic independent brands is extremely difficult. In the past, independent brands could only obtain technology from overseas car companies at high prices to meet their own development needs. But after this arduous development, independent brands have accumulated technology and funds. In recent years, independent brands have invested heavily in research and development, and gradually got rid of the technical restrictions of overseas car companies.

Nowadays, independent brands are not satisfied with the development in the domestic market, and are slowly deploying overseas. The data shows that from June 5438 to August this year, self-owned brand cars exported 5 1.9 million vehicles, down 2 1.0% year-on-year. This shows that it is not easy for independent brands to go to sea, not just to buy factories and build production bases. Then, how to internationalize independent brands and occupy a place in the international arena is an urgent task for independent brands.

Accelerate to the sea

Great Wall Motor is definitely one of the successful China automobile companies. After the first wholly foreign-owned manufacturing plant was built in Russia last year, Great Wall Motor recently went to another city.

It is reported that Great Wall Motor has officially signed an equity acquisition agreement with General Motors in Bangkok, Thailand. According to the agreement, GM Thailand Luoyongfu Automobile Factory and Powertrain Factory will all be handed over to Great Wall Motor on June 5438+065438+ 10.

Before the acquisition of GM plant, Great Wall Motor's Tula plant in Russia officially signed a special investment contract with the Ministry of Industry and Trade of the Russian Federation, which is another layout of Great Wall Motor in Russia after investing 500 million US dollars to build Tula plant in Russia.

Great Wall Motor actively deployed overseas markets. Sun Guang, deputy general manager of Great Wall Motor International Department, also said at the auto show that the goal of Great Wall Motor this year is to export 70,000 vehicles, and about 7% of its sales now come from overseas.

In addition to the Great Wall, major independent brands are eager to go out to sea and set their sights on the international market. Buying a factory and building a production base have become the main ways of overseas distribution of independent brands.

In fact, there are precedents for China car companies to explore the Indian market. 20 17 China Zhejiang Geely Holding Group signed a final agreement with Malaysian DRB-HICOM Group in Kuala Lumpur on 23rd to acquire 49.9% shares of Proton and 5 1% shares of luxury sports car brand Lotus. 20 19, 12, Yi Cartoon Technology, which Geely Automobile strategically invested, signed a tripartite technology joint venture agreement with Proton Automobile and ALTEL Malaysia. In addition, Geely Automobile has also established a joint venture with Daimler to jointly operate and promote the transformation of the smart brand on a global scale, and is committed to building smart into the world's leading high-end electric smart car brand.

In 20 17, SAIC invested RMB 3.275 billion to acquire and transform GM's HALOL plant in Gujarat, India, and enter the Indian market. 2065438+June 2009, SAIC launched the first model Hector in the Indian market, and achieved good order and delivery data.

Ren Wanfu explained why independent brands actively deploy overseas markets, because in the troika that drives the economy, exports rank first. For independent car companies, they are not limited to becoming domestic leading enterprises, but also want to develop internationally as multinational groups. With the development of global economy, enterprises are urged to look abroad more.

The export volume needs to be strengthened

According to the statistics of China Automobile Industry Association, the top ten export enterprises in 20 19 were SAIC, Chery, BAIC, Jianghuai, Dongfeng, Changan, Daqing Volvo, Great Wall, FAW and Brilliance, with a total export of 837,800 vehicles, accounting for more than 80% of the total export volume. The data shows that in 20 19, China exported 10 12000 vehicles, down1.0% year-on-year; The export value was US$ 6,543.8+06.045 billion, a year-on-year increase of 3.28%. Among them, 728,900 passenger cars were exported, down 3.55% year-on-year, and the export value was 9.603 billion US dollars, down1.22% year-on-year; The export of commercial vehicles was 283 1 10,000 vehicles, up 6.23% year-on-year, and the export value was 6.442 billion US dollars, up 1.82% year-on-year.

The high-end of independent brands lays the foundation for "going out to sea"

Independent brands did not conduct in-depth research on overseas markets before going to sea, which led to weak foundation and encountered many difficulties. In addition, there is a big gap between independent brand products and international mainstream brand products, especially traditional fuel vehicles. Therefore, although independent brands have been working hard to "go out to sea", it has not been smooth sailing.

Judging from the high-end trend of independent brands in recent years, car companies are not only upgrading their positioning, competing for domestic market share, but also preparing for "going out to sea".

High-end brands are the main force point of independent brands in recent years. So far, many independent brands have launched their own high-end products. For example, WEY launched by Great Wall Motor, Starway launched by Chery Automobile and Link launched by Geely Automobile. In addition, Dongfeng Motor also released a brand-new high-end brand "Lan Tu", and SAIC Roewe launched a "double standard strategy". All its high-end new energy pure electric vehicles will adopt the new R standard.

Say at the end

High-end brands mean that the premium ability of brands is stronger, which means that enterprises can get greater benefits, so that car companies can get better development. As far as the current situation is concerned, it is not realistic for independent brands to go to Europe and America, because the product quality has not kept up with the international mainstream. At present, we can only open the automobile market in neighboring countries and gradually expand to the European and American markets.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.