· Consumer preferences are destined to have a difficult period for their own brands

In the 1990 research report, marketer Hall and Brown pointed out that before consumers take purchases, they have established tastes and preferences, and only a very small number of consumers will temporarily create them. Impulsive purchase. On the whole, even if the consumer's purchase is unplanned and unpredictable, it will still be affected by the tastes and preferences of the heart.
Therefore, even if foreign brands sigh that Chinese consumers' loyalty is too low, in fact, due to the historical sense of foreign brands and the early cultivation and arrangement in the Chinese market, the preferences of Chinese consumers are undoubtedly biased towards foreign investment. The situation of self-owned brands has never been good, and the market has been in a relatively unfair state for many years. Moreover, this state is hard to change in a short time.
Because of this preference, it is also objective in the mind of the media. Moreover, even if the media can recognize this, it is customary to follow this preference.
Self-owned brands have long been in an unfair situation, which is neither a day nor a change in a short period of time.
In the past few days, because Chery retired from a dealer in Beijing, everyone was interested and ridiculed. Reminiscent of the experience of previous BYD and Geely, people can only sigh more, this unfair situation is still going on, and the day of the self-owned brand is still far away.
So what should I do with my own brand? Do you want to admit defeat, as some people have said, anyway, the global economic integration, China auto has no independent brand relationship? Still not convinced, do not relax, do not relax, continue to work hard?
Of course the latter. The history of China's automobile development has always been a history of self-imposed brand adversity. This spirit of struggle has made it possible for today's independent brands to have a three-point world. There is no reason to give up and it is even more impossible to give up development.
Not giving up is definitely a choice that everyone agrees with, and everyone has made choices with practical actions. However, there is a particularity about how to do this, not what the Chinese culture says: killing pigs has its own methods, beheading the beheading, and licking the ass. This is a modern large-scale industrial production, which is to compete in the world, and the methods and methods must be exquisite.
At the beginning of the self-owned brand, it was all the grass-roots team. Even if it was a big state-owned enterprise, it would make a micro-car truck, and the car could not be touched. It's also very simple, like a rural girl, who always only makes big pots of rice. You let her enter the villa courtyard to make exquisite private dishes. Can she do it? The situation alone is scared. If you look at the complete tools of the German kitchen, Mom, the road will not go. Therefore, the old people of Dongfeng Company lamented that the construction of trucks was at the level of primary school students, and the construction of cars was the level of college students. In fact, it was not so terrible, but it was suddenly ruined. Therefore, at that time, the independent brand can only be beaten and beaten, and the most simple Xiali Fukang is removed and copied. The joints are all pointed in size and uneven. You said that if you don't copy it, is it possible? Then simply give up everything and worship the Japanese, French and German gods. Therefore, the earliest plagiarism is also a kind of struggle, the performance of not accepting the loss in a special starting situation.
However, just as Chery’s boss Yin Tongyao said at the Ai 7 conference last year: We have built a car for 20 years, and now we know how to build a car, and we will build a car. This method of reverse plagiarism is not sustainable. After the initial stage, the enterprise will do this again, the market will not agree, consumers will not buy it, and brand growth needs positive and own things.
Therefore, positive development becomes inevitable.
Turning from reverse to positive is a process. Although this process varies from factory to manufacturer, the length and speed are different. However, it is unquestionable to move forward.
It's just this process, it's not easy to get slower. Too fast, the manufacturer can not afford to say, the high-rise building starts from the ground, there is no foundation, it will only be a castle in the air; on the other floor, the market and consumers still have a reaction time. The current situation is that you are facing the opposite direction, consumers do not care, what he wants is only the price/performance ratio, and his consumer preference determines that the self-owned brand is synonymous with cheap. Although in the course of use, this preference will change due to the actual performance of the product, thus agreeing with the independent brand, but this process will be very long, and the cost of the R&D and manufacturing that the manufacturer is investing in is higher than that of the foreign brand. Many, and within a certain period of time, have not been recognized, can not recover the cost.
This process is very painful. Changan and Chery can best understand the ups and downs. Changan's Science and Technology Festival has been held for three times. During the event last year, Changan Automobile (microblogging) concentrated on their research and development achievements in the security field. The safe collision test of Yidong was impressive. This year's Carnival, Changan Auto Show results from safety performance to include power verification, chassis verification, extreme environmental adaptation and other aspects, from a multi-angle show Changan Automobile's achievements in research and development. At the news communication meeting after the meeting, the relevant leaders said: Changan Automobile's annual investment in technology research and development accounted for more than 5% of sales revenue, and built a national-level collision safety and NVH key laboratory. At the same time, Changan Automobile established its own global R&D system in Turin, Italy, Nottingham, United Kingdom, Detroit, Yokohama, Japan, Chongqing, Shanghai, and Beijing, China. It can be said that it is the constant pursuit of technology research and development that has created Changan Automobile's outstanding performance in the market. In fact, the proportion of self-owned brand market has declined this year, and Changan has turned against the market. So, what is the sales volume of Changan market in previous years? Everyone knows in their hearts: It is Changan’s long-term investment that has been made today, and before, Chang’an’s own suffering knew. It’s just that Changan has not changed its policy easily, but has always been positive, so it has confidence and achievements today.
As for Chery, now is the first few years of Chang'an. I understand that I am doing the right thing. If I persist, there will be gains. However, the market has a lag period, and my investment cannot be immediately reflected in sales. Moreover, just as a reporter asked how to evaluate the decline in sales of other independent brands, Zhu Huarong said: These independent brands are in an adjustment period, and it is normal for the market to temporarily not cooperate. In fact, everyone should see that since Chery hit the flag to be developed, the iconic models that have been launched since then, such as Arrizo 7, Land Rover 5, have been recognized by the industry. Whether it's shape or internal, whether it's an engine or a chassis, it's a new generation of products under the rigorous monitoring of the process of R&D. The sales of Chery SUV models climbed rapidly. The total sales volume of Tiggo 3 and Tiggo 5 reached 14,753 units (including exports) in May, exceeding 50% of the total sales this month, further optimizing Chery's product sales structure. The improvement of product power has enabled Chery to obtain strong support in the SUV market, which is the embodiment of product quality reshaping and upgrading under the positive system. The transformation has gained market recognition and Chery is on the right path. The China Automobile Association released the sales data of domestic car companies in May. Among them, Chery Automobile's domestic sales in May was 22,074 units, a year-on-year increase of 15.7%. At the same time, Chery Automobile also entered the top ten of China's brand automobile enterprise group with the total sales volume from January to May.
All of this clearly shows that Chery's product structure has been further optimized, and the rise of the SUV series (including exports of 14,753 vehicles) has had an impact on the domestic SUV market structure (the Great Wall share has been declining). The reverse development model has come to an end, and the positive development model has already shown its strength. It is the only way out for Chinese auto brands.
Although the positive development will increase the cost of bicycles, Changan's similar products are also at a higher price than their own brands, but now they are not recognized? Chery is now recognized in the market. As for the dealers retiring the net, it was not a big deal. No one who does not make money will do it, only long-term and short-term, most of the dealers are loans to pick up the car, the huge financial cost, several hundred homes are not a big deal. Why are few dealers retiring from the Internet in ABB? Because bicycles have high profits, because consumers prefer to make their products worthwhile, even if the engine oil is broken, even if the engine camshaft bolts are asphalt, they are toxic. However, these consumers are paying a price for their preferences. As long as the self-owned brands whose brand influence is lagging behind, they will win the market and win consumers.
At that time, consumer preferences will reverse. Luxury cars are overdrafting their brand power, while their own brands are accumulating their brand power.

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