According to the 2014 China New Car Quality Research Report released by JD Power Asia Pacific, the average new car quality of self-owned brands in 2014 was 131 PP100, which was 24 PP100 reduction compared with 2013 (155 PP100). International brands decreased from 104 PP100 in 2013 to 95 PP100 in 2014. Steel Pipe Bending Machine,Tube Bending Machine,Pipe Bending Machine,Bending Machine GUANGDONG CHITTAK INTELLIGENT EQUIPMENT CO.,LTD , https://www.ctkcutting.com
In terms of new car quality, independent brands are further narrowing the gap with international brands. This trend has been going on for four years since 2011 and has shrunk to 36 PP100 this year. According to the current growth rate, JD Power expects that by 2018, Chinese independent brands will match international brands in terms of new car quality.
According to the general rule, the improvement of quality is accompanied by the increase in sales volume. However, from the market performance of China's own independent brands in the previous 12 consecutive declines, such a rule does not seem to be confirmed. Accordingly, Sohu Auto interviewed Mei Songlin, vice president and managing director of JD Power Asia Pacific, to interpret the reasons behind the 12 consecutive companies and their future space.
Quality improvement and share falling and falling: It is very important to do things well at one time. The quality of the autonomy and the increase of market share are not synchronized. Mei Songlin explained that the quality evaluation of vehicles is divided into three dimensions, namely initial quality, reliability quality and charm. quality. The quality of the new car released this time is the initial quality, which refers to the quality of the car within six months. As the vehicle is used longer and longer, the quality of the reliability will be checked by the consumer. And the quality of charm means that the product not only does not have quality problems, but also allows consumers to like it. In the quality evaluation of vehicles, the other two indicators are also very important. At present, although the self-owned brands have greatly improved in the initial quality, there is still a big gap between the remaining two aspects compared with the joint venture brands and international brands, and there is a long way to go.
In addition, quality is divided into real quality and imaginative quality, and there are often delays and gaps between the two. Mei Songlin pointed out that although the true quality of self-owned brands is improving, the quality of imagination in the minds of consumers has not kept up, and it takes a long time to change the impression. “This is terrible because potential consumers only buy with your product. So it’s important to get things done the first time.â€
Loyalty is the bottom of the world: the outlook is worrying but it is a normal autonomy, not only the decline in market share. According to a recent survey, nearly 75% of car owners plan to change brands when changing cars. This proportion is the highest among the world's major auto markets, with domestic brands loyalty of only 17%. At the same time, JD Power's research data also shows that the intent of the self-owned brand potential users is falling all the way, falling from 25% to 17% in five years or so. "This is terrible. The development of the brand depends on the future space. From the current point of view, it is very worrying." Mei Songlin commented on this.
However, he also said that the low level of loyalty of independent brands at this stage is normal. “78% of Chinese consumers are buying cars for the first time. Consumers who buy the first car don’t know enough about the brand. In this case, it’s hard to be loyal to the brand. Just like if there are four restaurants around us, We usually eat all four, and then fix it to one or two."
As mentioned above, according to the current growth rate, by 2018, independent brands are expected to match international brands in terms of new car quality. In contrast, in terms of brand power that is more relevant to loyalty, the “convergence point†between independent and international brands is probably far more than this time. Mei Songlin pointed out that in order to change the brand impression of consumers, the reliability quality and charm quality of independent brand products need to be improved. It is optimistic to estimate that it takes two generations of car to catch up with the international brand in the brand power, that is, 8-10 years.
In response to the recent Sagitar recall incident, Mei Songlin said that there will be problems with any brand and any product. There is no car in this market. In the event of a problem, consumers do not need to push the evaluation to the bottom and exaggerate the problem. However, this issue also reflects the gap in brand impression between independent and international brands such as Volkswagen.
Dealer profit: This year, over 30% of dealers lost money as an important support for the development of automobile brands. Mei Songlin expressed concern about the profitability of dealers in the interview.
According to relevant data, 38% of China's dealers were in a state of loss in 2012, a little better in 2013, at 30%. Among the best performing German brands, the poorer ones are independent and Japanese brands. “Three of the ten dealers are losing money. This ratio is hard to imagine internationally. Even in the financial crisis, the international market will not reach 20%. Under normal circumstances, it is a single digit.†Mei Songlin said. At the same time, he predicted that the proportion of dealer losses in China this year will definitely be higher than last year.
The reason is that Mei Songlin believes that although the Chinese auto market has developed rapidly in recent years, the manufacturers' expectations are much higher than the market conditions, and the targets set are beyond reality, resulting in oversupply.
Self-motivation: The biggest problem is the speed of development. For the self-owned brand, Mei Songlin believes that the future is not too pessimistic. “As long as the quality is done well and the taste of the consumer is grasped, there is still the possibility of success.â€
On the other hand, he expects his own brand to continue to accelerate in all aspects. "Now the speed of independent development is already fast enough, but we hope to be faster, especially in the current lack of reliability quality and glamour quality. Lu Yaozhi horsepower, long-lasting people, reliable quality is Buy another very important indicator again."
For the future of independent brands, Mei Songlin believes that there will be polarization. “The self-owned brand that has been following the good direction will have a future. Now there are too many independent brands, and some will be eliminated.â€
According to Mei Songlin's prediction, the timing of the polarization of self-owned brands is determined by three factors: First, whether the state has strict standards and management of automobile safety and emissions, whether market entry thresholds increase; Second, market growth rate; Profitability.