After the annual export volume exceeded 2 million, Chinese car companies aimed at the new outlet

Some analysts believe that once Chinese auto brands make breakthroughs in the European market, it will not only greatly improve the automobile export situation, but also meet the requirements of the upward breakthrough of Chinese auto brands and the high-quality development of the automobile industry. The picture shows the marketing service outlets of SAIC's own brand MG in the European market.

For many vehicle companies trying to build a high-quality development pattern, automobile exports are undoubtedly the most important column in many work schedules in 2022.

According to data released by the China Association of Automobile Manufacturers, domestic automobile exports reached 231,000 units in January 2022, an increase of 87.7% year-on-year. Among them, the export volume of new energy passenger cars reached 54,000 units, an increase of 538.7% year-on-year. It is worth noting that in 2021, the mainland exported 2.015 million vehicles, breaking through the 2 million vehicle mark for the first time, an increase of 1 times year-on-year, accounting for 7.7% of the total annual automobile sales. Among them, new energy vehicles exported 310,000 units, an increase of 3 times year-on-year.

"Chinese cars going out are inseparable from the improvement of comprehensive national strength." In recent years, the quality, technology and brand service level of mainland automobiles have been continuously improved, the international competitiveness has gradually increased, and the export growth has been relatively fast. "Some analysts believe that the rapid growth of mainland automobile exports is mainly driven by three factors: one is the recovery of the global automobile market, the second is that the export of new energy vehicles has played an obvious role, and the third is that the international competitiveness of mainland automobile enterprises has continued to improve, and the international influence of brands has been continuously enhanced.

In the journey of upgrading "Made in China" to "Made in China", in the journey of building high-quality development, Chinese car companies undoubtedly need to write more models for expanding overseas markets.

The reporter noted that in recent years, with the rise of Chinese automobile brands, Chinese automobile brands represented by Shanghai Automobile, Great Wall, Weilai, etc., have targeted the main direction of overseas exports to the European market. Recently, SAIC Motor announced that it will fully exert its efforts in the European market in 2022, and the sales volume of its own brands MG and MAXUS in Europe is expected to reach 120,000 vehicles.

Focusing on the European market, SAIC Motor goes to sea to emphasize "systematic operations"

"Europe will take the lead in becoming SAIC's first '100,000-vehicle- class' overseas regional market." Yu De, assistant to the president of SAIC, general manager of the international business department of SAIC Group and general manager of SAIC International, said that in 2022, SAIC's overall overseas sales target will reach 800,000 vehicles, of which the MG brand will strive to achieve an annual sales target of 500,000-600,000 vehicles.

According to reports, in 2021, SAIC motor sold a total of 697,000 vehicles in overseas markets, an increase of 78.9% year-on-year, winning the top spot in the list of domestic car companies for six consecutive years, and its products and services have covered more than 80 countries and regions around the world, forming six "50,000 vehicle-class" regional markets in Europe, Australia and New Zealand, the Americas, the Middle East, ASEAN and South Asia.

"It is equivalent to every 3 Chinese cars sold in overseas markets, and 1 is made by SAIC." Yu De told reporters that as the overseas sales champion of China's single brand, the MG brand maintained a "triple crown", last year's annual sales of the MG brand reached 470,000 vehicles, and ranked among the top ten single brands in 17 countries around the world, and as the first Chinese car brand with full coverage of the European light commercial vehicle electric segment, the OVERSEAS sales of the MAXUS brand reached 52,000 units.

In the European market, SAIC's own brands MG and MAXUS will sell 73,000 units in developed countries such as the United Kingdom, France, Germany and Sweden in 2021, of which new energy vehicles will sell more than 40,000 units. In addition, SAIC motor has established more than 800 marketing service outlets in the European market, actively establishing a new image of "Made in China".

In order to better operate the European market, SAIC Motor will accelerate the layout of local sales channels, and plans to build more than 1,200 marketing service outlets in the European market in 2022. In addition, in view of the rapidly growing European new energy vehicle market, SAIC Motor will launch the first "global car" pure electric SUV, the MG EH32, and other new energy vehicle products to accelerate product launch in the European market in a targeted manner.

"Chinese auto brands have really gone overseas. Now the overseas automobile consumer market is gradually recovering, which provides a good foundation for the export of Chinese car brands. At the same time, the product competitiveness of Chinese auto brands has also been significantly improved, and a good reputation has gradually been established in overseas markets. Xu Haidong, deputy chief engineer of the China Automobile Association, believes that considering that the European market has increased subsidies for new energy vehicles, the market potential is huge, and now is a good time for China's new energy vehicle exports.

He said that compared with foreign brands such as German and Japanese, Chinese car companies have made efforts in the field of new energy, especially pure electric vehicles, and have obvious advantages in product research and development, quality verification and power battery and other industrial chain layout. "With excellent new energy vehicle products, Chinese brands dare to enter the mature automobile market in Europe."

"Consumers in Europe, especially in Germany, are very picky about automotive products and have a high level of brand loyalty. If Chinese car companies can win the German market, it is expected to smoothly open the entire European market. Zhang Lin, vice president of the German Association of Automotive Manufacturers (China), believes that compared with the overseas development of Chinese car companies 20 years ago, the current globalization road of Chinese car companies is more solid.

"Only when products enter the markets of developed countries can Chinese car companies truly participate in international competition." Cui Dongshu, secretary general of the National Passenger Car Market Information Joint Association, told reporters that once Chinese auto brands make breakthroughs in the European market, it will not only greatly improve the situation of automobile exports, but also meet the requirements of the upward breakthrough of Chinese automobile brands and the high-quality development of the automobile industry.

The reporter noted that since 2021, on the one hand, Chinese car companies have keenly seized the opportunity of the transformation of new energy vehicles, met the current global market demand with increasingly diversified new energy vehicle products, and accelerated the pace of overseas market layout; on the other hand, Tesla and other foreign-funded enterprises have increased investment in China, moving the most advanced new energy vehicle production lines to China to build a new energy vehicle export base.

As the first country to control the new crown pneumonia epidemic, the stability of China's supply chain is self-evident, and China's auto industry has made important contributions to meeting the "guarantee of supply" of the global automotive industry chain. However, some industry experts remind that the new crown pneumonia epidemic has made the global market face greater uncertainty, so maintaining the prosperity of China's automobile industry and achieving high-quality development requires more technological innovation and longer-term investment.

"In the global competition, localization is an important factor that determines the success of a car company." Yu De frankly said that as the only automobile enterprise in China with a systematic, planned and structured "going out", SAIC has established an automotive industry chain integrating R&D, marketing, logistics, parts, manufacturing, finance, and second-hand cars for the global market, which is systematic in overseas markets and lays the foundation for rapid expansion of overseas business.

According to him, in any overseas market with sales of more than 50,000 vehicles this year, SAIC Will set up a financial company to support SAIC's long-term development in overseas markets.

Building a world-class brand also needs to continue to pass the barrier

"From a big country in the introduction of cars to a big country in the export of cars", this is the common aspiration of all Chinese auto people, but compared with home appliances, smart phones and other fields, the road to the sea of Chinese cars is more complicated, and independent brands "still need to make up lessons".

"The situation in overseas markets is often more complex, and we need to build differentiated competitiveness." An insider of a car company in charge of export business told reporters that in the face of treacherous market changes, in addition to making every effort to reduce the impact of production capacity caused by insufficient chip supply, it is also necessary to find ways to build confidence for partners such as overseas dealers.

Some industry analysts reminded that at present, the scale of China's new energy vehicle exports is still small, and it has not yet formed a world-class brand, and it is difficult to prevent overseas risks. "The epidemic, the exchange rate, trade protectionism, the local economic and political environment... These factors may change very quickly, and enterprises should still be cautious about layout when going to sea. In addition, the protection of intellectual property rights, the maintenance of cross-border data transmission security and the reduction of logistics costs are also the life and death barriers that Chinese car companies need to cross before going to sea. ”

"In view of the long automotive industry chain and many supply links, relevant enterprises should have the thinking of 'a game of chess at home and abroad'." Cao Guangping, an independent researcher of new energy and intelligent networked vehicles, analyzed that domestic car companies and parts companies should "prevent the epidemic externally, pay attention to the core situation, and keep an eye on the market".

He suggested that first of all, it is necessary to prevent the internal and regional interference of the new crown pneumonia epidemic, secondly, to pay attention to the integrity of the supply chain of automotive chips and other parts, and finally to pay close attention to the changes in the domestic and foreign markets. "For example, when the new energy vehicle market in some areas is gradually rising, we must have products that can continue to make efforts to fill this market gap."

"When operating the overseas auto market, we have to face an extremely long industrial chain and deal with various complex challenges." Yu De admitted to reporters that SAIC has established an industrial chain integrating research and development, marketing, logistics, parts, manufacturing, finance, etc. in overseas markets, and has achieved today's results, which is the result of the continuous efforts of several generations of SAIC people. "Step by step, we will bring Made in China and Chinese brands to the global automotive market." We have the confidence to say this, and we have the confidence to say this. ”

In 2021, China's auto exports exceeded 2 million for the first time, achieving a breakthrough that has been hovering around 1 million for many years. From the toddlers of the past to the pathfinders who dare to "go out" and participate in international market competition today, more and more Chinese auto companies are taking firm and powerful steps and striving to become the new "Made in China Business Card" after high-speed rail and smart phones.

"Automobiles have natural global attributes, and Chinese brands going out is the inevitable development of the automobile industry, and it is also the only way for Chinese car companies to continue to develop upwards." Cui Dongshu believes that the road of China's automobile exports reflects the significant improvement of the world competitiveness of China's automobile industry, "with the continuous innovation of Chinese car companies in the field of electrification, intelligence and other technologies, there is still huge space for China's automobile exports in the future."

China Youth Daily, China Youth Network reporter Xu Yajie Source: China Youth Daily

Source: China Youth Daily Travel Weekly