At present, China's auto market has entered a period of rapid development. In the face of opportunities, more and more domestic brands have begun to exert their power and achieved remarkable results. According to the data just released by the China Automobile Association, in September, the car companies whose sales in the Chinese market increased by more than 50% were Great Wall, Geely and Changan, both of which were Chinese domestic brands. Among them, the Great Wall’s main model, the Haval H6, sold 53,300 vehicles in the month, an increase of 74.49%. "Forbes" website also published a comment recently, saying that Chinese-made cars are gradually catching up with foreign brands. Chinese car buyers have realized that Chinese self-owned brand cars are not only comparable in quality to international famous cars, but also more affordable in terms of price.
The increase in sales shows that people’s recognition of China’s autonomous car brands has increased, but this “quantity†growth is still far from “quality†changes. An indisputable fact is that in recent years, the products listed by China's self-owned brand car companies have been exhausted, but not many household names are known. The dominant factor that drives users to buy Chinese brand cars is still the price-performance ratio rather than the brand effect.
So what is the lack of Chinese auto brands relative to foreign brands?
The lack of unique personality is probably a major factor hindering the growth of Chinese auto brands. When consumers talk about a certain car, they will involuntarily think of its distinctive brand image and outstanding features of the model. However, Chinese brand cars rarely have a refreshing appearance in core technology and industrial design. At the same time, in the Chinese market, there are still a large number of products of the foreign car brands in the Shanzhai, relying on similar design and low-cost strategy, some models will get sales in the short term, but will not be remembered and recognized by consumers, and ultimately only Can be short-lived.
The lack of comprehensive strength is also a major shortcoming for Chinese auto brands. The long-term competition is a combination of deep comprehensive strength and resource integration capabilities. This includes "hard power" such as technological innovation and quality control, as well as "soft power" such as brand building and after-sales services. In these two areas, China-made car brands obviously have a long way to go.
The brand reflects the emotional value of consumers to some extent. When a brand's image in the minds of consumers is higher than other brands, consumers will be willing to pay for this image. In most people's subconscious mind, Chinese car brands are not "advanced" by themselves, regardless of their sales volume. This has caused the long-term downturn in the recognition of Chinese brand cars and is also the crux of the "quantification" of domestic car "quantification".
Today, the Chinese automotive market is quietly nurturing change. With the upgrading of consumption, more and more owners have high hopes for mid-to-high-end brands, and even many luxury brands quickly “fly into the homes of ordinary peopleâ€. This puts forward new requirements for domestic auto brands – to get rid of past low-end impressions, climb overhills, and move toward high-end markets.
However, relative to foreign brands and joint-venture brands, domestic auto brands have started late and have a weak foundation. They lack a mature manufacturing system and a solid market foundation. Most domestic high-end and high-end cars also fall into the dilemma of not buying the market. In this context, it is the “three-in-one†warm-up in the low-end market, or the courage to hold a strong man's broken wrist. It has created a new path for innovation and accumulation of strength and has become a choice for Chinese auto companies. In the face of this choice, we expect that the latter will pick up the flag of the Chinese automotive industry in the future and lead the Chinese car brand from "quantification" to "quality change."
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